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Superbowl Ads That Didn’t Suck

February 7, 2011 Leave a comment

[This post ran on The Next Great Generation earlier today. You should check that site daily for awesome articles]

It’s Superbowl Sunday, I’m in Wisconsin, and I have a confession to make: I don’t care about football. This sort of statement is blasphemy to the Lambeau-loving Packer fans I’ve been lucky enough to call my friends, but it’s true. Fortunately, I like food, advertising, and alcohol, so they let me watch the game with them and I’m not cast into exile for my heretic beliefs. All is well in the land of cheese and beer.

See, the Superbowl is literally “the Superbowl” of advertising.  What started out as a championship battle between the best football teams in the NFL has turned into the most-watched television show of the year, so it’s a very attractive event to brands. In today’s hyper-fragmented, ad-averse society, getting 90 million+ sets of eyeballs to actually want to watch an ad is nothing short of miraculous. Companies understand this, and are willing to pony up$100,000 per second to get the privilege of beaming its messages into the collective consciousness of America.

So in between the touchdowns, fumbles, and the Black Eyed Peas freaking out half of the country with its “Dirty Bits” during the halftime show, I watched the ads. In the spirit of the USA Today Ad Meter and TNGG-Daddy Mullen’s Brandbowl, I’ll try to do my own “Sentiment Analysis” by asking random drunk friends what they think. Here’s a semi-sober round-up of a few of my favorite ads of the evening.

Chrysler: This ad is probably my favorite of the night. While I’m sure a lot of people enjoy it just for the Eminem cameo, the copy is dynamite. It’s a long-form ode to Detroit, luxury, and American engineering. Detroit is a broken-down city, a desolate wasteland of former productivity and industry, and a casualty of outsourcing. But the city is also a testament to the ability to rebuild. It reminds me a lot of the Levi’s “Go Forth” campaign, and rightly so, as it’s another product of Portland powerhouse Wieden & Kennedy.  This ad connects with many generations, from the Boomers who knew Motown as it once was to Millennials who appreciate Eminem’s gritty reality. This ad is a giant dare (“just try and buy a foreign car”), and I really dig that. The only potential downfall of the ad is that you had to hear the copy to understand it. If you were in the middle of a Superbowl party, you wouldn’t have been able to hear the words (I had to YouTube the ad to really enjoy it). Still, it gets you emotionally invested in this country in a far more organic way than the chintzy “America! Fuck yeah!” pre-kickoff segments.

VW: Well, this was pretty cute. A kid dressed as Darth Vader attempts to use “The Force” to do various things around the house. When he (she?) attempts to start a car with only the power of his/her mind, it actually works because of the magic remote start technology of the car. It worked for me, and everyone else in the room seemed to enjoy it.

Groupon: I think this one takes the cake as the most controversial ad of the night. It’s from CPB, so I would expect no less. Call it tasteless or call it entertaining, but it definitely has everyone talking. The ad makes light of the situation in Tibet in order to sell Groupon’s ability to find us cheap things. Given the reaction to Kenneth Cole’s tweet about the riots in Egypt, it certainly is timely. But I like that a Superbowl spot was controversial instead of low-brow (I counted two groin-shot ads before the beginning of the second quarter), and it definitely raises awareness about Tibet. Feel free to argue with me. Also, check out the Groupon CEO’s response to all the haters out there.

At this point, if I had a shorter word count I’d probably talk about how JJ Abrams is always able to create buzz around a movie by being very cryptic (Super 8 looks fantastic) and how Coke managed to stick to its brand identity, but I’ve spent enough words deconstructing a few of my favorites.

I’d love to hear what everyone else thought about the night’s best ads. What do you think?

 

 

Programming Notes

October 28, 2010 1 comment

Things are changing in my little neighborhood of blog-town. This is as much an explanation for what to expect out of me in the future as it is a reminder to Future Tom about the person I was. Bear with me, all 14 of you.

I’ve spent the last six or so months entrenched in a tiny bubble of the internet known as “ad-land.” I have learned a ton about advertising, social media, and marketing during this period because it’s my current passion. I like that in advertising you’re (theoretically) judged based on the quality of your ideas and your ability to make stuff. I like that good advertising can help shape pop culture. I want to be a part of that, so the last six months have been spent looking for a way to get my foot in the door of the advertising industry. It’s not an easy door to get into unless you have agency experience or a connection opens it for you.

Instead of zigging along on that path and waiting for the right ad job to pop up, I’m zagging. In a few days, I’m headed back to Madison, Wisconsin to be a Project Manager for a healthcare software company called Epic (cool name, right?).

It’s a huge change from what I’m used to. Since graduating, I’ve telecommuted to a PR firm in Houston. Working remotely is a strange experience, and it’s much different than working at an office (I wrote about it for The Next Great Generation. Check it out). I’ve never worked in a “real office” for a “real job” before, so it’ll be an interesting world to jump into.

Starting the new job creates a whirlwind of contradictory feelings. It’s exciting. It’s scary. It’s an overwhelming relief that I was finally able to get a great full-time job. It’s unexpected. It’s an amazing chance to learn new things, gain some new skills, and grow as a person. It’s also a little sad, because I’m going to have to give up a certain amount of writing, reading blogs, and tweeting.

But that doesn’t mean I have to (or am willing to) quit cold turkey. I’m still going to be that person who will be all-too eager to tell you which agency created that ad campaign and what I think of it. I’m still going to write whenever I get the chance, and a lot of it will still be about advertising and social media. Hell, maybe even some of my posts will be about non-advertising topics, like working with teams and all the new things I’m learning. I’m still going to read as many ad blogs as I can, and I’m still going to tweet about stupid things, interesting things, fun things, and funny things.

Basically, you’re still stuck with me. You just have to put up with less of me. Who knows, someday I’ll zag again and end up having a part in creating the ads I can’t stop rambling about. Only time will tell.

Wish me luck, folks. I might need it.

 

Categories: Jobs Tags: , , , , , ,

When It Comes To Social Media, I’m With Coco

October 21, 2010 Leave a comment

There aren’t many people I idolize, but Conan O’Brien is definitely one of them. He’s a Massachusetts-bred, Harvard-educated comedy genius. He wrote for my favorite show, The Simpsons, when it was easily the best show on TV. After his stint at The Simpsons, he somehow edged his way into late-night comedy as a host of “Late Night with Conan O’Brien,” and eventually made it to “the big chair” when he became the host of the coveted “Tonight Show.”

Conan’s zany characters (who can forget the Masturbating Bear or Triumph the Insult Comic Dog?) just didn’t play well in the earlier timeslot because they didn’t connect with older, Jay Leno-loving audience. So in early 2010, when we all learned that Conan would be leaving NBC, the internet erupted and Conan O’Brien became a folk hero. Since then, he’s learned to harness the power of social media to create buzz for his new show, and he’s done it well enough to be crowned King of Social Media by Fast Company, which is no easy feat in the “Year of Old Spice.” Everyone can learn a thing or two about marketing from Conan O’Brien.

Listen to your fans

I remember when Conan quit amidst the rumors of Jay Leno reclaiming his old timeslot. #TeamConan was trending on Twitter for days, and #TeamJay was nowhere to be found. The groundswell of support happened on Facebook too. Conan had the support of the entire internet; the “cause” went viral. It was almost as if Conan was a stand-in for the American worker; he was a very talented, very qualified man who had been fired from his job in a recession. We related to him, and we supported him.

Without trying, Conan’s team crowdsourced promotional material from the mob of angry-but-supportive fans. Team Coco absorbed fan-made support into its promotional strategy. “Team Coco” became more than just a hashtag; it became a movement, and later an official blog. Sometimes, it’s okay to ride the wave of support. Often, customers and fans can be used to help determine your brand’s strategy…isn’t that what market research is all about?

Get creative with social media

Conan created his own Twitter account. He has a strong following on Facebook and Tumblr, where his team tells jokes and promotes Conan. He has a Youtube channel where he answers questions from fans (brands have learned some tricks from Old Spice). He also has a blimp (oh, the humanity!). The Conan Blimp is floating around the East Coast, and if you’re lucky enough to check-in on Foursqure at a venue where the blimp is checked-in at, you get a special badge.

Conan is using nearly every popular social networking platform to spread his Goofy Gospel. It’s a good example of how any brand can use social media to its benefit if it gets creative enough.  If your brand’s audience is active on social media, then you should be attempting to interact with them.

Combine paid and earned media

Conan has been famous since before the internet became popular. He didn’t start out “internet-famous.” He put in a lot of work, cultivated his fan base on TV, and it all paid off for him when he needed it. His team also used many television ads, an in-person road show (aptly titled the “Legally Prohibited From Being Funny On Television Tour”), and print ads to promote the new show. This is a very good lesson to remember: the best campaigns usually have a mix of paid and earned media to get their message to the consumer. Don’t forget that the Old Spice Guy first started out on a TV commercial before he blew up over the internet. It’s easy to have 15 minutes of fame on the internet; it’s much more difficult to turn those 15 minutes into a lasting benefit for the brand.

As I write this, Conan’s team just ended a 24-hour live webcam. They did some very strange, very wonderful things in those 24 hours: Bearobics, a dancing taco, a zombie attack, and intern twister, all while taking some direction from fans. It was another great use of social media and the internet by Team Coco.  I watched a ton of it because I didn’t want to miss out on anything. I definitely won’t be missing out on Conan’s return to the small screen on November 8th. Welcome back, Coco!

Are you as happy as I am that Conan is returning? What other celebrities have used social media well?

(Image via)

 

Four Reasons Why Group Buying Works

August 28, 2010 1 comment

50% off? GOTTA GET IT!

In The Simpsons, the town of Springfield is filled with more beloved characters than any other show. Ask someone who has seen the show who their favorite character is, and you’ll probably hear more people say Moe, Disco Stu, and Mr. Burns than Homer, Bart, and Lisa. While the characters are so vibrant and individual, the town is incredibly prone to mob rule. Nathan Rabin of the AV Club writes:

“Mobs are ubiquitous in The Simpsons: it only takes a tiny catalyst to transform a crowd from a band of angels to a bloodthirsty lynch mob and back again.”

Enter group buying, which turns the internet into Springfield

Group buying is one of the newest trends in social media today. Every day, group buying platforms like Groupon send out a deal via email or mobile phone. It’s a group coupon (Groupon….get it?) that is only activated once a certain number of people opt to purchase the deal. If you accept the Groupon but nobody else does, you don’t get the deal. This allows the businesses involved to use the power of scale and offer great deals.

Recently, Groupon offered its first national deal when it partnered with The Gap (pay $25, get $50 credit at the store), and the public went nuts. Groupons were flying off the proverbial shelves at 10 per second, and at the end of the day 400,000 Groupons had been sold. In the week after the deal, an additional 750,000 people subscribed to the service. So, what’s the big deal? Here are four reasons why I think group buying works.

1. Mob mentality

In order to get the deal, a predetermined number of people have to accept it. It tells you how many people have accepted the deal and how many more people need to accept the deal before it is activated. Here’s where Springfield comes in. One minute, the town of Springfield is just hanging around minding their own business, and the next minute they’ve decided to build a casino or a monorail in the town because one person suggested it. Similarly, it only takes a few people buying a coupon online for others to join in. The slightest nudge from Groupon, coupled with a basic human desire to fit inside of a group, to turn a previously disconnected subset of people into a consumer mob. The internet is full of examples of mob mentality. Viral hits and memes spread (among other reasons) because everyone wants to be a part of some bigger group; they want to be insiders. Think of group buying as “coupons that go viral.”

2. Group buying promotes social sharing

People love to get a great deal. Even more than that, they like to tell everyone they know about it. Scoring a discount is a fun thing for every age, from college students (“DUDE! 2-4-1 drinks tonight!”) to housewives (“I just got $1 off my purchase of Kleenex!”).  It feels like you’ve finally beaten The Man. Groupon promotes social sharing because of the urge to brag about the deal you received with anyone who will listen. With social media, people are able to broadcast their sweet deal to everyone they know (and many they will never meet in person), creating an organic online word-of-mouth campaign. I haven’t yet taken advantage of a Groupon deal (sacrilege, I know), so I’m not sure if they have an option to Tweet their new deal and share it on Facebook, but they definitely should. Even with local deals (the bread and butter of Groupon), you’re able to spread the word to the office,  friends, and neighbors.

3. Nobody wants to miss an opportunity to save

If people love to brag about the deals they got, they sure hate to be the one on the other side of the conversation: The person not in-the-know about a secret deal. Group buying relies on the idea that nobody likes to miss an opportunity; the deal only lasts a day, and if you wait too long it’ll be gone. Nobody wants non-buyer’s remorse. It’s the same thing that happens when an infomercial tells you “Act now! For the next 20 minutes, we’ll sell you our garbage for 50% off!”

4. The deals!

Above all, Groupon and other group buying platforms present pretty great deals, with benefits for the consumer and the business involved. Many of the deals are for vouchers or credit at a restaurant or business, so you aren’t obligated to use that deal the day you buy it. This gives flexibility to the consumer and ensures that the place of business isn’t walloped by customers on just one day. The consumers also get a great deal; it’s very common to see offers for half-off or more. Group buying is also great for small, local businesses. I’ve seen a lot of deals for things like canoe rentals and nail salons, services that you’d never really think about in the first place. Group buying gives exposure to small businesses, so it’s no surprise that Groupon says 97% of businesses featured want to use it again.

It appears that group buying is going to stick around for a while. It will be interesting to see how it adapts to technology; tying group buying with other social media would be very interesting and likely lucrative. As social media grows and changes and life becomes more mobile, group buying could be integrated with geo-targeted ads and location-based services to create a unique experience for each consumer.

What do you think of group buying? Have you bought a Groupon deal yet?

(Photo via)

1. Mob mentality

In order to get the deal, a predetermined number of people have to accept it. It tells you how many people have accepted the deal and how many more people need to accept the deal before it is activated. Here’s where Springfield comes in. One minute, the town of Springfield is just hanging around minding their own business, and the next minute they’ve decided to build a casino or a monorail in the town because one person suggested it. Similarly, it only takes a few people buying a coupon online for others to join in. The slightest nudge from Groupon, coupled with a basic human desire to fit inside of a group, to turn a previously disconnected subset of people into a consumer mob. The internet is full of examples of mob mentality. Viral hits and memes spread (among other reasons) because everyone wants to be a part of some bigger group; they want to be insiders. Think of group buying as “coupons that go viral.”

Crowdsourcing in the Idea Mosh-Pit

August 18, 2010 1 comment

Sometimes, the internet reinforces my belief in humanity because of the vast amount of creative energy and raw intelligence that I see while surfing. Everywhere I look, there’s an idea being hashed out, a hilariously unexpected joke created, and something new being created. There are people with great ideas all over the internet, but the only place they are able to express these ideas is in the comments section of blogs or on their own blogs and social media accounts.

Advertisers and creative think-tanks are providing a new arena in which people can let their creative juices flow: crowdsourcing.

Regardless of what you call it (apparently it’s now called “creative collaboration”), crowdsourcing aims to take the creative energy of the masses and focus it on brainstorming, innovation, and other projects. Think of it as mass freelancing with even less commitment. Basically, crowdsourcing is outsourcing a project to a large amount of people through an open invitation to collaborate (often on the internet). Crowdsourcing is a major trend in advertising and marketing, and I think it can be beneficial for both parties. Here’s how.

Agencies

Crowdsourcing can be a valuable and worthwhile practice for agencies. Don’t believe me? Here’s a snippet from the website of a crowdsourcing ad agency in Boulder, Victors and Spoils:

“Current factors such as radical transparency, the consumer’s demand to be more involved and a growing cost consciousness regarding clients’ budgets have all made crowdsourcing especially timely for today’s marketers”

Let’s touch on each one of those points:

-Radical transparency, as I’ve talked about before, is really popular with my generation. We as consumers want to know what is going on with the brands we buy. What’s more transparent than consumers actually having a part in creating the ad? Brands can gain consumer’s trust by using crowdsourcing principles.

-Because we want greater transparency, we want to be involved. Consumers just like to have a say in things. Just look at how many people vote for the next American Idol every year. People want to participate. Again, this allows the ad agency and brand to gain the trust of the public.

-There’s a famous quote: “Half of all advertising is wasted, I just don’t know which half.” These days, it’s even harder to determine the return on investment of your advertising (though there’s a surplus of “experts” out there who can do it for you). This makes clients even more wary of spending their money on advertising.

Individuals

Crowdsourcing can also be beneficial for people wishing to get their ideas out there. As I said before, people just want to participate and help out. Crowdsourcing allows individuals to let their voices be heard. Here are some other reasons why I think the masses want to join in:

-Foot-in-the-door: It’s a tough job market out there. Anything an individual can do to stand above the clutter is great; your chances of being noticed in the ad community would definitely increase if you showed off some of your work in a crowdsourcing contest.

-Practice: Participating in crowdsourcing also allows you to hone your creative skills. If you join in, you can work on many different projects; use this to your advantage. Play around with different writing/design skills; you know you can’t get fired, so you can really go big or go home. Practice working on real brands and products with real briefs is important, so you should take any opportunity you can to hone your craft.

-Rewards: Sometimes, brands will crowdsource ideas through a contest. Netflix did this about a year ago when they wanted a new recommendation algorithm. The prize was $1,000,000! Crowdsourcing can be quite lucrative for the winners of these contests. Even if you don’t win, you still get some practice in your field and some notoriety in your industry for trying.

Counterpoint

Of course, there are going to be some horror stories. Vegemite tried to crowdsource a new name, and the crowd picked “iSnack 2.0” as the new name (seriously). Agencies can’t let the crowd do everything; copywriters and art directors are hired for a reason, and many in the crowd simply aren’t as good as agency staff. Crowdsourcing is great for brainstorming new concepts, ideas, and rough drafts, but agencies probably shouldn’t crowdsource an entire project. Brands still want an agency’s expertise.

Crowdsourcing obviously isn’t the solution to every brand’s problem, but it is an interesting new way to think about innovation and brainstorming. Once we learn how to effectively tap into the internet for ideas and we learn how to incentivize those participating in crowdsourcing, I see it becoming an even bigger trend. Ideas are all around us; it’s just up to us to find out how to use them.

What do you think? Is crowdsourcing worth it? I’d love to hear your responses.

(Photo via)

Marketing Lessons From Bob Dylan

August 14, 2010 3 comments

I love Bob Dylan’s music. I once tried to turn in a paper relating “Like a Rolling Stone” to colonialism (it didn’t go over so well). For most of college, I lived and breathed his story, his music, and his life. There’s something so hopeful, so invigorating about some kid from Minnesota moving to New York with nothing but a guitar and a head full of ideas and somehow succeeding. His music always spoke to a greater understanding about the world than one person could ever have; the melodies he creates and words he links together evoke the past, present, and future of America. Here are a few lessons about marketing that you can learn from Bob Dylan.

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Social Media: Expectations vs Reality

August 11, 2010 Leave a comment

Over the summer I’ve been managing the social media accounts of clients in a wide range of industries, from restaurants to spokes-rappers (seriously) to professional organizers. I’ve learned some things along the way, and since I’ve written about using social media as a business before, I think I’ll make some observations about how it works in reality. I’ve been on the frontlines of the social media landscape, and from my trials and tribulations come the following lessons.

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Check Out Checking-In

July 29, 2010 7 comments

| Why your business should embrace location-based social media |

The other day, an article came out with the title “Study Says Most Marketers Should Forgo Foursquare.” Naturally, a title like that is going to entice me to a read it. It explains that only 4% of adults use the location-based social media service, and 80% of the users are male. It also stated that 70% of users are in between ages 19-35, and 70% have college degrees or higher. Now, do these stats sound like a dead zone for marketers? Of course not! If anything, these stats are conducive to huge growth in the future, as the millennial generation grows older and Foursquare becomes more popular.

Think about it; what Foursquare does is entice consumers into your place of business, restaurant, or bar. It creates competition to see who can visit your venue the most. I’ve talked about Foursquare before, but this time I want to talk about how businesses can use it to increase their revenues. I recently read an article about how you can use Foursquare as a marketing tool, and it gave me some ideas. In the article, Danny Brown mentioned that you can use it as a cross-platform tool (enticing people to go to a bar after a movie, for example). Here are some other ideas on how to monetize Foursquare for your business, beyond just having specials for the mayor.

Loyalty Program: Use it as a reward for stopping by more than once. Make a special that says you’ll get something for free (or a discount) on the tenth time you go in. Entice the customer to continue to come in, and reward them for frequency. This allows more than one person to be incentivized for frequency, while still letting one person continue to be mayor (regardless of the prize, it IS fun to dethrone a mayor).

Swarm Party: Believe it or not, one of the more innovative Foursquare ideas I’ve heard of came out of Milwaukee. AJ Bomber’s has used Foursquare very well, and more restaurants should take notice. Bomber’s had an idea to host a “Swarm Party” on a Sunday. Basically, they offered the possibility of a coveted Swarm Badge (for those not in the know, you get one for checking-in to a venue with more than 50 other Foursquare users). 161 people showed up, and everyone got their swarm badge. Additionally, this stunt increased sales by 110%. Your business could go further and say that everyone in the building gets a free drink if you get enough people for a swarm badge. Even if less than 50 people check in, you’ll still have a decent-sized crowd ready to spend money. This is just a case of people lusting after something with no inherent value; consumers will gladly spend money if they get a chance at a swarm badge.

Check-in With a Friend: Have a special that rewards bringing new customers in. If you can show them that you’re bringing a friend in and it’s their first time checking in, reward the word-of-mouth with a special. This is easy enough to prove (and, I’m assuming that as the software becomes more advanced you’ll be able to track the number of people checking-in to your business), and it promotes new business.

Obviously, there’s a very large space for innovation and creativity when it comes to using Foursquare as a marketing tool. As the stats say, very few people currently use it, but that number is growing. The great thing about technology like this is that the possibilities for using it are endless; all your business has to do is embrace Foursquare and get to work counting your money. Let’s hear it: What are some other ways you think businesses can use Foursquare as a marketing tool?

(photo via The Dog & Pony Show and ThinkGeek)

Why You Should Watch “Mad Men”

July 25, 2010 1 comment

Don Draper and his rag-tag team of advertising misfits at Sterling Cooper Draper Pryce come back to the small screen today, and that’s a good enough reason to write about it. You should give the show a try. Unless you’ve been living under a culture-proof rock for the last 4 or so years, “Mad Men” is an award-winning show on AMC about advertisers in the 60’s. That’s the abbreviated version. If you watch the show religiously, you know it’s really about the existential crisis of a man who never is quite sure of who he is or who he wants to be, set in a 1960’s Ad Agency. It’s a time machine to an era full of drinking, smoking, and philandering, but also an era full of change and empowerment. I could continue the pretentious drivel for a while, but I figured it’d probably be easier to persuade you to watch the show through quotes and videos, and a little commentary in between.

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Go Forth, Get to Work, and Be A Pioneer

July 21, 2010 1 comment

| Why Levi’s “Go Forth” Campaign Resonates With My Generation |

Sometimes, an ad on TV will make me stop what I’m doing and watch without interruption. About a year ago, a Levi’s spot made me do just that. It was mostly dark, the copy was some sort of poem, and I instantly LOVED it. That ad was the first part of Levi’s “Go Forth” campaign. The ads use Walt Whitman poems very well (on one ad, apparently it is his own voice). The copy of the poem “Pioneers! O Pioneers!” is supposed to evoke an emotional response from my generation, and I think it does. Here’s a snippet:

For we cannot tarry here,
We must march my darlings, we must bear the brunt of danger,
We the youthful sinewy races, all the rest on us depend,
Pioneers! O pioneers
(Rest of poem here. Highly Recommended)

The first few ads (the other you can watch on YouTube) show young people running around interspersed with grim visions of Wall Street and America. “America” is literally half-underwater in one ad, which I think is supposed to symbolize the grim, hopeless recession-era we were in (and still are, to a degree). Some people loved it. Some thought it was too arty. Others mocked it (which usually means people are at least paying attention). Either way, it really struck a chord with me.

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