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<channel>
	<title>Into the blue</title>
	<atom:link href="http://uk.waytoblue.com/feed/" rel="self" type="application/rss+xml" />
	<link>http://uk.waytoblue.com/into-the-blue</link>
	<description>film movie and PR news as well as technology and social media</description>
	<pubDate>Thu, 29 Jul 2010 17:21:53 +0000</pubDate>
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		<title>Tomorrow’s fish and chip paper?</title>
		<link>http://uk.waytoblue.com/into-the-blue/into-the-blue/tomorrows-fish-chip-paper/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/into-the-blue/tomorrows-fish-chip-paper/#comments</comments>
		<pubDate>Wed, 28 Jul 2010 14:37:30 +0000</pubDate>
		<dc:creator>waytoblue</dc:creator>
		
		<category><![CDATA[Into the Blue]]></category>

		<category><![CDATA[Disney]]></category>

		<category><![CDATA[facebook]]></category>

		<category><![CDATA[old spice]]></category>

		<category><![CDATA[Promoted Trending Topics]]></category>

		<category><![CDATA[social media]]></category>

		<category><![CDATA[Toy story 3]]></category>

		<category><![CDATA[twitter]]></category>

		<guid isPermaLink="false">http://uk.waytoblue.com/into-the-blue/?p=337</guid>
		<description><![CDATA[NMA asks whether it’s ok to ask if Facebook is a bit crap. This is not the only voice of disillusionment with social media in general. No one argues that there are not glimpses of brilliance, like the campaign for Old Spice,   but the issue with brands promoting without giving back is starting [...]]]></description>
			<content:encoded><![CDATA[<p><a href="http://www.nma.co.uk/opinion/brands-really-need-to-calm-down-about-social-media/3014923.article" target="_blank">NMA</a> asks whether it’s ok to ask if Facebook is a bit crap. This is not the only voice of <a href="http://www.techipedia.com/2010/social-media-boredom/" target="_blank">disillusionment</a> with social media in general. No one argues that there are not glimpses of brilliance, like the campaign for <a href="http://www.digitalbuzzblog.com/old-spice-twitter-social-video-replies/" target="_blank">Old Spice</a>,   but the issue with brands promoting without giving back is starting to   upset early adopters, especially the hard to reach younger ones. Just   because Disney successfully harnesses the potential of Twitter’s   Promoted Trending Topics to promote <a href="http://techcrunch.com/2010/06/16/twitter-trending-topics-ad/" target="_blank">Toy Story 3</a> does not mean this will work all every other<a href="http://www.mad.co.uk/Main/Search/MadSearchResults/Articles/10d9a20bf6384111b625b770ad80f8af/Brands-warned-not-to-use-Twitter-only-for-paid-presence.html" target="_blank"> brand</a>. And finally let’s not lose sight of the fact exposed by the IPA’s third annual <a href="http://www.ipa.co.uk/content/Results-of-third-IPA-TouchPoints-Survey" target="_blank">Touch Points Survey</a> only a third of the British population even engage on social media platforms.</p>
<a href="http://uk.waytoblue.com/into-the-blue/into-the-blue/tomorrows-fish-chip-paper/"><p><em>Click here to view the embedded video.</em></p></a>
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		<item>
		<title>Celebs and Real Influence</title>
		<link>http://uk.waytoblue.com/into-the-blue/into-the-blue/celebs-real-influence/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/into-the-blue/celebs-real-influence/#comments</comments>
		<pubDate>Wed, 21 Jul 2010 09:32:28 +0000</pubDate>
		<dc:creator>admin</dc:creator>
		
		<category><![CDATA[Into the Blue]]></category>

		<category><![CDATA[Celeb]]></category>

		<category><![CDATA[celebrity]]></category>

		<category><![CDATA[celebs]]></category>

		<category><![CDATA[empire online]]></category>

		<category><![CDATA[entertainment]]></category>

		<category><![CDATA[friends]]></category>

		<category><![CDATA[hollywood]]></category>

		<category><![CDATA[indegree]]></category>

		<category><![CDATA[influence]]></category>

		<category><![CDATA[mentions]]></category>

		<category><![CDATA[opinion]]></category>

		<category><![CDATA[peers]]></category>

		<category><![CDATA[retweet]]></category>

		<category><![CDATA[top list]]></category>

		<category><![CDATA[tweet]]></category>

		<category><![CDATA[twitter]]></category>

		<guid isPermaLink="false">http://uk.waytoblue.com/into-the-blue/?p=328</guid>
		<description><![CDATA[Twitter is awash with celebs anxious to tweet about the minute-by-minute details of their lives. To help cut through the clutter Empire Online has provided a Top 50 Hollywood Celebs That Matter. Influence is hard to fathom. Webster defines it as the “the power or capacity of causing an effect in indirect or intangible ways”. [...]]]></description>
			<content:encoded><![CDATA[<p>Twitter is awash with <a href="http://twittown.com/friends/topfollowers_1">celebs</a> anxious to tweet about the minute-by-minute details of their lives. To help cut through the clutter Empire Online has provided a <a href="http://www.empireonline.com/features/movie-twitterers-you-should-follow/default.asp">Top 50 Hollywood Celebs That Matter</a>. Influence is hard to fathom. Webster defines it as the “the power or capacity of causing an effect in indirect or intangible ways”. According to an empirical <a href="http://informationarchitects.jp/c140/">study</a>; to have influence on Twitter it is not just a matter of indegree, but also retweets and mentions. Us mere civilians can gain influence by posting high quality tweets and staying on topic in an effort to be perceived as in the know. However, <a href="http://en.wikipedia.org/wiki/Word_of_mouth">WOM</a> proponents believe we make decisions based on our peers and friends’ opinions. So if you’re not part of the persuasive minority or don’t have that many opinionated friends and you are wondering what people in the entertainment industry are saying here’s the list of who tweets <a href="http://spreadsheets.google.com/pub?key=t1CiDeSgsRTYhWRTQCZroCQ&amp;single=true&amp;gid=0&amp;output=html">what.</a></p>
<p><img title="lady gaga" src="http://live.drjays.com/wp-content/uploads/2010/01/lady-gaga.jpg" alt="lady gaga" width="400" height="400" /></p>
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		<item>
		<title>Who Wants To Bet Against Murdoch?</title>
		<link>http://uk.waytoblue.com/into-the-blue/into-the-blue/bet-murdoch/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/into-the-blue/bet-murdoch/#comments</comments>
		<pubDate>Fri, 02 Jul 2010 12:42:45 +0000</pubDate>
		<dc:creator>admin</dc:creator>
		
		<category><![CDATA[Into the Blue]]></category>

		<category><![CDATA[Financial Times]]></category>

		<category><![CDATA[Gordon Brown]]></category>

		<category><![CDATA[Guardian]]></category>

		<category><![CDATA[international]]></category>

		<category><![CDATA[media]]></category>

		<category><![CDATA[money]]></category>

		<category><![CDATA[News]]></category>

		<category><![CDATA[online]]></category>

		<category><![CDATA[pay wall]]></category>

		<category><![CDATA[paywall]]></category>

		<category><![CDATA[profits]]></category>

		<category><![CDATA[Rupert Murdoch]]></category>

		<category><![CDATA[Times]]></category>

		<category><![CDATA[Wall Street Journal]]></category>

		<category><![CDATA[You Tube]]></category>

		<guid isPermaLink="false">http://uk.waytoblue.com/into-the-blue/?p=302</guid>
		<description><![CDATA[Rupert  Murdoch knows a bit about news and his view that the internet is  “broken” is well known. His Wall Street Journal purchase taught him pay walls had a role to play in the future of media  and today he’s extended them to The Times. You Tube  has got the comedy [...]]]></description>
			<content:encoded><![CDATA[<p><a href="http://rewired.hollywoodreporter.com/2010/06/14/rupert-murdoch-news-corp-skiff-brill-hearst-journalism-online/">Rupert  Murdoch</a> knows a bit about news and his view that the internet is  “broken” is well known. His <a title="Wall Street Journal" href="http://europe.wsj.com/home-page">Wall Street Journal</a> purchase taught him pay walls had a role to play in the future of media  and today he’s extended them to <a href="http://www.thetimes.co.uk/tto/news/">The Times</a>. You Tube  has got the <a href="http://www.youtube.com/watch?v=cevyjhmBwlE">comedy sketches</a>,  <a href="http://www.guardian.co.uk/media/2010/apr/13/gordon-brown-paywalls">Gordon  Brown</a> stepped into the debate during the 2010 Election and  Murdoch’s competitors have lined up to say they’re ready to reap the  rewards as readers abandon News International sites; but you know the  media execs (all readers of the <a title="Financial Times" href="http://www.ft.com/home/uk">Financial  Times</a>, who have had successful pay walls since 2002) are watching  and waiting&#8230; Old media companies lose money online. Murdoch wants a  fraction of the online audience reach enjoyed by <a href="http://www.guardian.co.uk/commentisfree/2010/mar/26/rupert-murdoch-pathetic-paywall">The  Guardian</a> in return for profits. When he gets them (soon) it’s all  change, whatever the current hyperbole.</p>
<p><img title="Times pay wall" src="http://ukpress.waytoblue.com/distribution/blog_images/paywalltimes.jpg" alt="Times pay wall" width="542" height="361" /></p>
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		</item>
		<item>
		<title>The movie industry adopts the i-trailer</title>
		<link>http://uk.waytoblue.com/into-the-blue/into-the-blue/itrailer/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/into-the-blue/itrailer/#comments</comments>
		<pubDate>Mon, 14 Jun 2010 16:10:30 +0000</pubDate>
		<dc:creator>admin</dc:creator>
		
		<category><![CDATA[Into the Blue]]></category>

		<category><![CDATA[itrailer warner sex and the city 2 click  rich-media interactive trailer clickable hot spots]]></category>

		<guid isPermaLink="false">http://uk.waytoblue.com/into-the-blue/?p=271</guid>
		<description><![CDATA[We loved the new SATC2 “i-trailer” from Warner Brothers. It’s a rich-media interactive trailer a load of clickable &#8220;hot spots&#8221; that allows viewers to take a look inside the girls’ fabulous closets full of designer clothes, shoes and accessories, giving you background information and where to buy. Some reviewers have expressed their delight at this [...]]]></description>
			<content:encoded><![CDATA[<p>We loved the new SATC2 “<a href="http://www.sexandthecitymovie.com/iTrailer/" target="_blank">i-trailer</a>” from Warner Brothers. It’s a rich-media interactive trailer a load of clickable &#8220;hot spots&#8221; that allows viewers to take a look inside the girls’ fabulous closets full of designer clothes, shoes and accessories, giving you background information and where to buy. Some <a href="http://marquee.blogs.cnn.com/2010/05/17/trailer-park-welcome-to-i-trailer/">reviewers</a> have expressed their delight at this production from  <a href="http://www.i-trailers.com/about.html">i-Traliers</a> whilst others are a little less than enthusiastic about the direction movie marketing might take. We’re just pleased the movie industry is catching up. <a href="http://technology.timesonline.co.uk/tol/news/tech_and_web/personal_tech/article5683565.ece">The Times</a> reported on the music industry’s efforts in this space a year ago. No surprise I suppose that such a greater need for ancillary revenues forces them ahead of the curve, like the video for <a href="http://www.clikthrough.com/theater/video/1/en-US/en-US">Breakeven</a> by Irish band The Script produced by <a href="http://www.clikthrough.com/">Click Through</a>.</p>
<p><img style="vertical-align: bottom;" src="http://www.prettyboring.com/files/images/sex-and-the-city-2-poster-371.preview.jpg" alt="SATC2" width="337" height="500" /></p>
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		<item>
		<title>The Policy War on Piracy</title>
		<link>http://uk.waytoblue.com/into-the-blue/into-the-blue/policy-war-piracy/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/into-the-blue/policy-war-piracy/#comments</comments>
		<pubDate>Fri, 30 Apr 2010 15:12:36 +0000</pubDate>
		<dc:creator>admin</dc:creator>
		
		<category><![CDATA[Into the Blue]]></category>

		<category><![CDATA[downloads]]></category>

		<category><![CDATA[free]]></category>

		<category><![CDATA[piracy]]></category>

		<category><![CDATA[policy]]></category>

		<category><![CDATA[war]]></category>

		<guid isPermaLink="false">http://uk.waytoblue.com/into-the-blue/?p=259</guid>
		<description><![CDATA[We have all watched as music and film copyright has been eroded as the digital age has exploded. It’s an emotive issue which touches on elements of human rights, ethics, finances and legality. There is an argument that the modern generation is growing up with a sense that music and film should be accessible to [...]]]></description>
			<content:encoded><![CDATA[<p>We have all watched as music and film copyright has been <a href="http://www.metro.co.uk/news/817878-illegal-downloading-cost-1-4bn">eroded</a> as the digital age has exploded. It’s an emotive issue which touches on elements of human rights, ethics, finances and legality. There is an argument that the modern generation is growing up with a sense that music and film should be accessible to them at no cost. And there is also a fair point that making product accessible allows the best new artists to emerge and prosper quickly. And following this their t-shirt and ticket sales will balance out the lack of product revenue. Whichever way you spin it, downloading material is illegal and there are a variety of positive and <a href="http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/media/7048795/Music-industry-blames-huge-illegal-download-market-for-ever-falling-sales.html" target="_blank">negative</a> consequences for both artists and those who profit from their work.</p>
<p><img title="keypad" src="http://www.wpromote.com/blog/wp-content/uploads/2009/03/ispe28099s-and-government-clamp-down-on-illegal-downloading.jpg" alt="keypad" width="350" height="280" /></p>
<p>And in June the<a href="http://www.guardian.co.uk/media/2010/apr/12/digital-economy-bill-households-piracy" target="_blank"> Digital Economy Act</a> comes into being. This new legislation will see a major shift in UK digital policy that mainly attacks online piracy. And the key element of the act is   likely to have repercussions generally in the Western world. The bill basically allows for the suspension of Internet connections for those who repeatedly infringe copyright (following warnings from their ISP). The entertainment industry has been pushing for this kind of move, and many major studios and record labels will be very happy if it succeeds in reducing piracy.</p>
<p>But how is this going to work? Well if file-sharing is identified and warnings made then the piracy need to drop by 70%. If it doesn’t then technical measures like internet <a href="http://news.bbc.co.uk/1/hi/8328820.stm" target="_blank">disconnection</a> for individuals and families can be used. Websites deemed as offenders can also be blocked. Indeed, if piracy is related to a business then there is a possible fine of up to £50,000. This is pretty heavy stuff, and it will be interesting to see how strictly – and broadly – these methods will be enforced.</p>
<p>With a new UK government potentially looming and some controversy at the speed that bill was passed – it is possible that some of these elements will be tempered. But either way it is quite possible that this bill will set a precedent for other countries to follow. And one thing is for sure, the entertainment industry will be very happy that some action is being taken. Thousands of film and music makers will also be watching this development with great interest.</p>
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		<title>Is Speedy Broadband the New Electricity?</title>
		<link>http://uk.waytoblue.com/into-the-blue/into-the-blue/speedy-broadband-electricity/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/into-the-blue/speedy-broadband-electricity/#comments</comments>
		<pubDate>Wed, 24 Mar 2010 14:41:29 +0000</pubDate>
		<dc:creator>admin</dc:creator>
		
		<category><![CDATA[Into the Blue]]></category>

		<category><![CDATA[broadband]]></category>

		<category><![CDATA[technology]]></category>

		<category><![CDATA[UK]]></category>

		<guid isPermaLink="false">http://uk.waytoblue.com/into-the-blue/?p=247</guid>
		<description><![CDATA[

On Monday, the UK Prime Minister Gordon Brown appeared to be making the universal availability of superfast broadband a big election issue. His idea is to use a small landline tax and some BBC license fee to provide 100 megabit coverage for the whole country (the current average is 4Mbps). The Conservatives plan is for [...]]]></description>
			<content:encoded><![CDATA[<p style="text-align: center;"><img class="aligncenter" style="vertical-align: middle;" title="broadband" src="http://www.handcellphone.com/wp-content/uploads/2008/06/broadband-ahead1.jpg" alt="fibre optic" width="400" height="266" /></p>
<p style="text-align: center;">
<p style="text-align: center;">On Monday, the UK Prime Minister Gordon Brown appeared to be making the universal availability of <a href="http://news.bbc.co.uk/1/hi/8579333.stm" target="_blank">superfast broadband</a> a big election issue. His idea is to use a small landline tax and some BBC license fee to provide 100 megabit coverage for the whole country (the current average is 4Mbps). The Conservatives plan is for this system to be built through commercial competition.</p>
<p>The Prime Minister said, &#8220;We say that Britain&#8217;s digital future must be a future for all, not just for some. But if every household is to benefit, then it is fair that every household contributes to meeting this goal.&#8221; It&#8217;s true that some rural communities already lack even basic broadband access, and they may also miss out on this super fast internet for commercial reasons under the Tory plan.</p>
<p>However it’s created, the UK government thinks this new<a href="http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/telecoms/5039266/BT-to-create-super-fast-broadband-network.html" target="_blank"> fibre-optic network</a> will have a big impact on public services and jobs. &#8220;Superfast broadband is the electricity of the digital age. And I believe it must be for all – not just for some,&#8221; Brown said, arguing that it goes beyond the convenience of online shopping. Although there is no argument that there would be a lot of shopping! Not to mention changes in games and entertainment.</p>
<p>A speedy internet is useful for many things (sadly this definitely includes<a href="http://www.webuser.co.uk/news/top-stories/446388/digital-economy-bill-will-boost-piracy" target="_blank"> illegal file-sharing</a>) but how much use is it really to governmental sites and processes? It could well save the government a lot of money in paperwork and man-hours. But the average local council website is fairly basic so it&#8217;s hard to see how huge internet speeds are necessary. One thing we can assume is that some jobs will be lost as more services go online, but with luck, many more could be created and Gordon&#8217;s dream can be realised.</p>
<p>Things are set to change that’s for sure. And, we should find out what happens very quickly online!</p>
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		<title>Way To Blue - TV Creds 2009</title>
		<link>http://uk.waytoblue.com/into-the-blue/case-studies/blue-tv-creds-2009/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/case-studies/blue-tv-creds-2009/#comments</comments>
		<pubDate>Thu, 04 Mar 2010 11:12:31 +0000</pubDate>
		<dc:creator>admin</dc:creator>
		
		<category><![CDATA[Case studies]]></category>

		<category><![CDATA[agency]]></category>

		<category><![CDATA[digital]]></category>

		<category><![CDATA[PR]]></category>

		<category><![CDATA[social media]]></category>

		<category><![CDATA[tv]]></category>

		<category><![CDATA[UK]]></category>

		<guid isPermaLink="false">http://uk.waytoblue.com/into-the-blue/?p=213</guid>
		<description><![CDATA[
View more presentations from http://www.waytoblue.com/.

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			<content:encoded><![CDATA[<div style="width:600px" id="__ss_1936483"><strong style="display:block;margin:12px 0 4px"><a href="http://www.slideshare.net/WaytoblueUK/way-to-blue-tv-creds-2009" title="Way To Blue - TV Creds 2009"></a></strong><object width="600" height="500"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=tvcreds2009-090901064124-phpapp01&#038;rel=0&#038;stripped_title=way-to-blue-tv-creds-2009" /><param name="allowFullScreen" value="true"/><param name="allowScriptAccess" value="always"/><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=tvcreds2009-090901064124-phpapp01&#038;rel=0&#038;stripped_title=way-to-blue-tv-creds-2009" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="600" height="500"></embed></object>
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		<title>Way To Blue - Brand credentials</title>
		<link>http://uk.waytoblue.com/into-the-blue/case-studies/209/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/case-studies/209/#comments</comments>
		<pubDate>Thu, 04 Mar 2010 11:06:42 +0000</pubDate>
		<dc:creator>admin</dc:creator>
		
		<category><![CDATA[Case studies]]></category>

		<category><![CDATA[agency]]></category>

		<category><![CDATA[brand]]></category>

		<category><![CDATA[digital]]></category>

		<category><![CDATA[PR]]></category>

		<category><![CDATA[social media]]></category>

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View more presentations from http://www.waytoblue.com/.

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			<content:encoded><![CDATA[<div style="width:600px" id="__ss_1626039"><strong style="display:block;margin:12px 0 4px"><a href="http://www.slideshare.net/WaytoblueUK/brand-credentials" title="Way To Blue - Brand credentials"></a></strong><object width="600" height="500"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=brandscreds-090623104229-phpapp02&#038;rel=0&#038;stripped_title=brand-credentials" /><param name="allowFullScreen" value="true"/><param name="allowScriptAccess" value="always"/><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=brandscreds-090623104229-phpapp02&#038;rel=0&#038;stripped_title=brand-credentials" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="600" height="500"></embed></object>
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		<title>Way To Blue - Film Credentials</title>
		<link>http://uk.waytoblue.com/into-the-blue/case-studies/201/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/case-studies/201/#comments</comments>
		<pubDate>Thu, 04 Mar 2010 10:55:05 +0000</pubDate>
		<dc:creator>admin</dc:creator>
		
		<category><![CDATA[Case studies]]></category>

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			<content:encoded><![CDATA[<div style="width:600px" id="__ss_3332621"><strong style="display:block;margin:12px 0 4px"><a href="http://www.slideshare.net/WaytoblueUK/film-creds-2009" title="Film Creds 2009"></a></strong><object width="600" height="500"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=filmcreds2009-100304042126-phpapp02&#038;rel=0&#038;stripped_title=film-creds-2009" /><param name="allowFullScreen" value="true"/><param name="allowScriptAccess" value="always"/><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=filmcreds2009-100304042126-phpapp02&#038;rel=0&#038;stripped_title=film-creds-2009" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="600" height="500"></embed></object>
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		<title>Way To Blue  - Social Media Credentials</title>
		<link>http://uk.waytoblue.com/into-the-blue/case-studies/198/</link>
		<comments>http://uk.waytoblue.com/into-the-blue/case-studies/198/#comments</comments>
		<pubDate>Wed, 03 Mar 2010 18:15:47 +0000</pubDate>
		<dc:creator>admin</dc:creator>
		
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