Old Spice and Isaiah Mustafa. Haven’t we seen enough of them in advertising headlines lately? Old Spice is making headlines again as they have found their “Superfan.” The Superfan contest awards the winner with rights to release the latest old spice commercial on his terms. 16 year old Chris Gatewood won the contest by submitting his own parody commercial of the original “The Man Your Man Could Smell Like.” Once Old Spice found their winner in Chris, Isaiah Mustafa personally gave the teen a call.
Thanks to FITC for this clever but eerily relevant sci-fi scenario of the death of the last ad agency on earth. The thing is – they pretty much hit the nail on the head. Many “creative firms” are scared to actually get creative any more. And that, my friends, may be the death of them.
Why? Because consumers’ media habits and access to that media are changing rapidly. We’re not the same captive audience that we used to be. If you’re familiar with the acronyms TiVo and DVR, or you’ve ever been exposed to a YouTube video, then my point has been made.
Effective marketing today has got to be about not doing the same old stuff. It’s got to be about STANDING OUT. We’ve been saying it for a long, long time. Still not convinced? Watch this video! You’ll laugh, you’ll cry, it’ll become a part of you.
As the year is wrapping up in the next few weeks we are seeing lots of “Best of 2010” lists for various topics. One list that caught our eye on Ad Age was all about brands and the online buzz they created in 2010.
Zeta Interactive, a marketing agency out of New York City, released the list after mining through over 200 million posts, blogs, message boards, video sites, and mentions on social media sites. Talk about a lot of mining.
So the latest buzz is, of course, all about the two big G’s: Groupon vs. Google.
It’s a battle for the new business age. An interesting duel that has no doubt left Google with a bitter taste in its mouth after Groupon’s rumored rejection of the search monster’s $6 billion bid.
Take a second to think about what I just said – Just two years into existence, this rookie online local marketing phenom has built an empire that Google (which pretty much runs the world at this point) is willing to offer $6 billion to own. Which means that the nice people at Google probably think Groupon is worth even more than that – or at least to them it would be.
They may still publicly be going through negotiations, but we think the subtext sounds a lot more like this…
Most of you know the story about Conan and how he was kicked off The Tonight Show only months after he became the host. What you may or may not know is the new Conan. He will be hosting his own show on TBS starting in early November, but he has already captivated an audience of millions before his show has hit their airwaves. From viral marketing videos to his own blimp he has caught the attention of many and his most recent stunt may be the biggest of them all.
The Live Coco Cam was up and running for 24 consecutive hours last Monday and Tuesday. The webcam was placed in the corner of a stairwell at their office to give viewers a “behind-the-scenes” experience. Whether it was the dancing taco or the binge eating contest or any other random skit performed by the interns at the office, it sure was an experience. The best part was that users were able to post comments on the site and staff members would read them and come onto the webcam and answer certain ones. It really became an experience for everyone involved.
Before Conan was kicked off The Tonight Show he did little to interact and engage with his fans online. But now he has a Facebook page and a Twitter account which has only added fuel to his fire. He has taken his marketing efforts to a whole new level and with over 1.75 million followers on Twitter, people are listening.
Alright, so I’m sure we’ve all seen our share of amazingly unabashed people sporting some pretty horribly awesome costumes this time of year. But today we found the motherload. I am honored and excited to introduce you to… WTFcostumes.com.
This site will literally offer you hours of entertainment. The best thing since PeopleOfWalmart.com! It’s a compilation of the most ridiculous Halloween costumes people have come up with. The greatest part is that many, if not most of them are very much homemade costumes.
Be warned, though, some are a bit disturbing – other just way out of control. Seriously, who sits around and comes up with these costume ideas? We thank you!
Our prediction for the hottest costume this year……. Old Spice Guy!
Who do you think you’ll see most often this Halloween night??
OK, so we have two favorite videos this week. Hey, it’s our blog, we can post two videos if we want to! And this one has actually killed all the competition in views this week, topping the Ad Age charts with 2.5 million views.
I know we bashed Gillette’s last campaign – no need to remind anyone of “Mullet Nation” – but props for getting your stuff together this time, Gillette!
It’s the company’s newest viral – a spot featuring ESPN analyst Kenny Mayne. Mayne peps himself up with a little self-talk before the show, and although it’s a little on the dry side, we like it. This is one of a series of spots featuring other ESPN personalities in Gillette’s newest campaign. Instead of airing on ESPN itself, on Visible Measures’ distribution advice, the ads appeared on guy-oriented video sites like Break.com and DailyMotion’s Mag.ma.
So we’ve all heard by now about the soon-to-be summer blockbuster, “The Social Network” – a movie about the making of Facebook. While it it sure to be riveting, word on the street is that a lot of it will only “loosely” be based on any true events. The story of one of the youngest self-made billionaires ever and the creator of a world-wide phenomenon is nothing to sneeze at, but I haven’t met anyone as of yet who’s planning to camp out for a midnight release. I mean, I enjoy hours of coding as much as anyone, but I’m more likely to spend two hours surfing Facebook than watching Facebook the Movie.
But what are we totally excited to spread the word about this week? The trailer for the OTHER social paradigm of our generation. A few guys called Indy Mogul created a hilarious spoof trailer for Twitter’s movie, called ‘The Twit Network.” Aptly self-described in the ‘Rated Awesome’ series, it is definitely a good one. You’ll laugh, you’ll cry, it’ll become a part of you.
It’s self-deprecating but so true at the same time, and will probably only make you love the Tweet even more. (It kind of reminds me of the “Jersey Shore” – such a ridiculous show full of ridiculous characters and inane drama and idiotic situations that I can’t get enough of it!) It’s sometimes amazing how the most wide-spread, popular, effective and successful tools, and in this case a marketing phenomenon, can spur from the simplest, and perhaps yes pointless of ideas. The best ideas and often the simplest.
In recent marketing history every brand and their mother have been talking about using the most popular social media outlets at hand, in this case, Twitter, for promotion. Well, the companies may be tweeting, but is anyone listening? A study just came out today suggesting that companies still aren’t in on the conversation.
Now this study only considered a sample of 1,800 tweets, which you can only imagine is a fraction of the eternal chirping going on, but if we did assume that the results are a fairly accurate representation of the whole, the study concludes that brands are still having a one-way conversation.
So here’s the deal: 90% of tweets are posted by individual – or “real” – people. Of these tweets, only 12% mention a brand name. Which brand name do you think constitutes most of these shout-outs? Yup, Twitter itself. What other companies made the short list? Apple, Google, YouTube, Microsoft, Blackberry, Amazon, Facebook, Snuggie, ebay and Starbucks, in that order. Continue reading →