Coca-Cola’s Small World Machine’s video is about to go viral (837,854 views). Marketing guru, Jonah Berger, assigns several key factors which drive people to share and in turn creating viralosity. This idea of a social currency; daily triggers; emotional resonance; observability; usefulness; storytelling; and a wow factor all contribute to the cause. Even though we often don’t realize it, we can be pretty self-focused when we share.
This spring, Coca-Cola set out to break down barriers and create a simple moment of connection between two nations — India and Pakistan. The initiative “Small World Machines” provided a live communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols — together. The technology alone is cool enough to want someone to share this video but, when you put it all together, the video inspires a deep emotional reaction with a great storytelling component. Bottom line, Coca-Cola has derived a very cool idea to connect two countries together who don’t even see eye to eye. Are you going to “open happiness” today and share? Stay #TopRight
I wasn’t aware I could dislike a brand more than I already do, but after watching “Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless”, I’ve realized that it is possible. This video was an excellent call to action and method to raise awareness of the comments made by CEO, Michael Jeffries. Not only do I NOT want to shop there, but I want to be part of the movement that catalyzes the demise of Abercrombie & Fitch.
Jeffries was quoted in 2007 saying, “In every school there are the cool and popular kids, and then there are the not-so-cool kids… We go after the cool kids… Some people don’t belong and they can’t belong.” High-end retailers and luxury brands are all exclusionary brands, but would any of them be so stupid to publicly state that? He has also been criticized for not making clothes for overweight women because they do not offer sizes XL or XXL. The company has also been accused of burning its defective clothing instead of giving it to the homeless. The worst part for Abercrombie is that they are a market that caters directly to teens who don’t buy their own clothing. Some kids may not care too much about the comments from some old clothing executive, but I can’t see any of this flying over too well with parents who are the final decision makers in this equation.
From a marketing perspective, how can you recover from this? A public apology from Mr. Jeffries has already been released as an attempt to stop the bleeding. Will anyone really read the apology and take it to heart? How bad will the bleeding get? What if the #fitchthehomeless really catches on and celebrities like Taylor Swift go into Abercrombie and Fitch, buy out the store, then make a video of themselves giving the clothing away to the homeless? The video is rapidly approaching seven million viewers and will continue to climb. We saw United Airlines take a significant hit to brand image when a customer created “United Breaks Guitars” based on a poor experience. Although detrimental to brand value, United Airlines was able to take action and address the issue by massive internal changes to maintenance operations and customer service improvements. What can A&F do?
We’ve seen how brands like Old Spice have flourished due to viral videos. On the contraire, can this video lead to a downward spiral for Abercrombie?Only time will tell, but it will be interesting to see how A&F handles this train wreck of negative publicity. Stay #TopRight
In a recent New York Times article, David Carr wrote that nearly a year after announcing a plan to reorganize The Times-Picayune of New Orleans into a more digitally focused enterprise that produced a newspaper just three days a week – enraging local residents – its owners have added a new innovation: they will go back to producing a printed product every day. “We are excited about this opportunity to extend our daily reach in print,” an advertising executive at the newspaper said in the announcement. The Philadelphia Inquirer also announced that it would begin selling a Saturday edition on newsstands after a nearly two-year hiatus.
Publishing certainly has its share of economic challenges. Aside from the necessities of operating at a profit, newspapers have never before faced such a test regarding the pure availability of free content. What defines one source over the next? Is there a difference from the news the Times-Picayune reports versus hundreds of other options? While some content does remain original per the writer, much is pulled together through applications and news services. Everyone with a smartphone, Twitter account and Wi-Fi signal is now a reporter. CNN.com has made use of the millions of these “freelance” journalists with a section devoted to the iReporter. So why are newspapers willing to lose money in print to secure online loyalty? The short answer is that it’s what their customers want.
If you’re older than a Millennial, print is a medium that will always be part of your life. There’s no argument against the advantages of digital media. Print is not about the ability to share articles with friends or link to a different perspective, or even take action from a crafty advertiser. It has everything to do with the physical feel of paper and the emotional trigger to a brain that grew up reading a Sunday paper. The touch of the creases, smell of the ink, wonder of comics and excitement of box scores. The nostalgic feeling of bringing the paper in from the driveway (or flower beds) was a ritual for many that remind us of a simpler time, a time when we had to wait for most news until the morning.
The real-time immediacy of news today is part of our lives forever. Whether it is an announcement from inside the Vatican of a new pope or an eye witness to the tragedy from the streets of Boston, minutes literally separate old news from new. Just imagine through the looking [Google] glass of what’s to come. As for online loyalty at the Times-Picayune’s NOLA.com, don’t be too quick to judge if that doesn’t exist. You’re probably reading this in the same browser used for the past few years, and will be visiting your preferred search engine shortly. What are your thoughts? Stay #TopRight
Employers have known for many years that healthier employees are happier ones, and that health insurance claims dramatically decrease when programs and incentives are in place to promote a healthy lifestyle. Food and beverage companies, along with a barrage of recent legislation, have become very aggressive in the fight to better educate consumers about the health benefits (and not-so benefits) of their products. So where does the responsibility lie for a media giant that doesn’t manufacture or sell consumer goods, but rather market them during their programming? When and how should they take responsibility in consumer health and wellness? We may have a few of these answers from Turner Broadcasting this summer.
Enter Upwave, a new effort to create health and wellness content for TV and digital media across their networks. The initiative will extend across several media platforms, kicking off a website in June, a mobile app and then TV in the fourth quarter, according to Molly Battin, senior VP and general manager of Upwave. Turner’s television programming will include scripted series, docu-dramas and reality competition shows on HLN.
There certainly is no shortage of media platforms that Upwave has at their disposal, then multiply that times 2 as the approach to consumers is both through their properties and advertiser channels. The integration is sure to include experiential marketing at venues and events, television programming, online properties, social & mobile initiatives, email, search and gaming. Turner has the luxury of reaching many different demo and psychographics through audience reporting and years of data gathering.
There are three tactics that could really build some excitment behind Upwave:
1.Get mobile, figuratively and literally! With the availability of a phone in almost every hand as well as the popularity of location based apps, check-in’s and mapping technologies, this is where the promotions, updates and messaging should live.
2. Social is about showing off. Friends and followers are waiting for your next update. When a third party tells your friends what you’re doing – it could even be better. Make incentives including site badges and shout-outs to friends. That will truly start a conversation.
3. Use your assets. Entertainers, scripted and non-scripted content, global brands, sports, drama, comedy, cartoons, etc… Nothing should be off the table with regard to getting the core message out.
Ironically, Turner is just the organization to enhance The TED movement (Technology, Entertainment, and Design) with the addition of a new pillar: Health.
Then again, if all else fails build an app that turns iPhones into 5 LB hand weights. Actually, there may already be an app for that. Stay #TopRight
Social media is a relatively new platform from which to communicate for most people. Real-time marketing has transformed the way we shop, eat, date and share information. Many businesses have embraced the opportunity to create 1-1 relationships with new and existing customers. As tax paying citizens, we are all customers of the US government. What can the government do to build “likes” among their customers? Consider the following 7 ideas:
1. Who are you? Every representative throughout the various government branches should have an online presence and personality for their constituents. Keep it professional, but use the social platforms to identify and connect with people. They’ll remember come re-election.
2. Get out critical information! From storm’s barreling down on the Florida coast to local Amber Alerts – be genuine in the flow of information and signify when it’s something to pay attention too.
3. Promote objectives (That’s why you’re in office). Social communication should support the organizational mission and vision of the overall elected office strategy. Social media efforts should be strategically aligned to support those objectives – whether it’s updates on education, healthcare and/or infrastructure.
4. Transparency and collaboration. You have the capacity to control the first message to your followers! Twitter and Facebook are great tools to be proactive, as opposed to reactive. Use the available social media tools to create a more coordinated effort fostering external transparency and internal collaboration. Cover all bases with all tools available including social networks, blogs, micro blogs, image tagging, user comment options and rating options.
5. Engaging the public. This new era of ‘citizen engagement’ is perhaps one of the most exciting aspects of social media in government because it touches on a true dialogue between government entities and citizens. Take advantage and truly engage on all levels, from congestion on I495 to the upcoming Redskins game.
6. Privacy and Security. Everyone is concerned. Period. The need for Open Government is a stated priority. The need to protect data is also a priority.
7. Analytics and Metrics. Get a staffer on board to study the performance analytics. With rapid innovation in big data, social and mobile, it should be more interesting than daunting. Cater your approach toward what your followers ask for and respond to. Establish baseline goals for your initiatives.
The key is not the number of followers, it’s the engaged followers. Thomas Jefferson once said that well informed people can be trusted with their government. Go inform the people – via their Smartphones.
What are your thoughts? What do you want to see the government do from a social media perspective? Stay #TopRight
Retro and vintage have skyrocketed in becoming the new trend. Once rarely used in this robust, dynamic medium, early, retro and vintage elements are now becoming more and more popular in a variety of design contexts. Online shops, corporate designs, portfolios and blogs incorporate both styles on a small and large scale. As a matter of fact, if executed carefully, such designs almost never look boring, although one might intuitively think that the opposite would be the case.
Sporting a retro-1950s look, the Songbird from Crosley radio gets a spring makeover with a leatherette covering in your choice of Peacock Blue, Pink Flambe’, Strong Blue, Tangerine Tango and Oasis Green. This radio features a matching leatherette handle strap, two silver control knobs and a white speaker grill. Equipped with a digital tuner, an audio jack, a headphone jack and an alarm clock, the AM/FM radio can be powered by five AA batteries or the included AC adapter. A far cry from your hand held smart phone.
The Cyber-shot HX50V from Sony weighs in at a mere 9.6 ounces and measures about 4.4-inches by 2.6-inches by 1.2 inches. Nonetheless, the 20.4-megapixel camera is designed to be a heavyweight when it comes to taking pictures. Loaded with a 30x optical zoom and an optical image stabilizer, the camera can capture quality pictures and video recordings from across the room, even when the lighting is dim. Like what you see? You can transfer the images to a tablet or phone via the camera’s built-in Wi-Fi. No cables attached!
Despite our feverish iPod and iPhone love, our turntables show no signs of disappearing. Our record collections, which for many of us began when we were still in primary school, are loved and get played frequently. “We pride ourselves on providing the most unique music technologies. We found a way to reach our retro lovers and bring them to the best of the modern age and technology that the music world has to offer,” says Abe Brach president of Pyle Audio.
A retro marketing strategy is just one of the many kinds of strategies at play within the modern advertising world, utilizing a familiarity tactic that can help appeal to old customers and gain new ones.
Let us know what brands you would you like to see using a retro strategy?
“With the AT&T spots, the entire day is improv,” Taccone said. “We have scripted lines, too, but those hardly ever make it to the final product.”
Breakout actor Beck Bennett plays the wry, deadpan moderator of a focus group populated by precocious children. “Do you guys think it’s better to be fast than be slow?” he’ll prompt the kids, gathered around him at a comically child-size table. The kids go on energetic, meandering rants about werewolves and islands made of candy. Bennett blinks in response, unamused. The nation, judging by the social-media buzz and YouTube views the ads receive, is very amused.
Taccone and Bennett initially teamed up with children in March 2012 for the “Brackets by Six-Year-Olds” campaign — the predecessor to “It’s Not Complicated.” First-graders offered advice to people filling out March Madness brackets.
“Kids have a weird honesty, especially in their reaction to things, where a lot of older people who have matured have lost that,” Bennett says. Take his favorite “It’s Not Complicated” segment, for example, in which a little girl says it’s better to be faster so you can run away from a werewolf. Otherwise, “you’ll be turned into one, and you’ll have to stay in. And then you’ll have to be shaved because you’ll get too hot. And then you’re like ‘raar aar raar aar,’ which means, ‘I wish I was back into a human!’”
Do you often wonder if most focus groups work this way? #marketingresearch #brandhumor
It seems that we live in a world where more young people aspire to be future Kardashians and Jersey Shore-folk rather than scientists, teachers, and artists. With recurring threats of tossing PBS onto the federal chopping block, the final hope for our future rests in the hands of our childhood PBS superheroes. Carl Sagan recruits Mister Rogers, Bob Ross, and Bill Nye the Science Guy to form a team that must free young minds from the shackles of reality television. Think PBS meets The Avengers.
With over 450 channels now available (on Uverse at least) the plethora of mindless junk to fill our days has proliferated. If content is king – why don’t we demand better edutainment. The PBS brand stands the test of time for quality educational programming while the ironically titled TLC (The learning channel) gives us “Here comes Honey Boo Boo” and “Hoarding: Buried Alive”.
How can we bring back creativity and innovation without inspiration and education? Let us know what you think @suttond
Virgin America airlines is introducing a new service that helps you hit on fellow seatmates. Passengers can find their crush (victim) on a digital seat map and swipe their credit card to order him or her a drink through the airline’s Red in-flight entertainment system. They can then follow up with a text message using the seat-to-seat chat function.
Voila, love connection. Right?
However, like every single scene in Austin Powers, there is a conflict between the swinging attitude and altitude of the 1960s that Richard Branson and Virgin spend millions every year trying to associate with their brand, and the reality that is 2013.
As the comment on YouTube video points out, “Because hitting on people in an enclosed space where nobody can possibly leave if they’re made to feel uncomfortable for several hours is obviously a really good idea…”
But hey, maybe you’re a smooth English billionaire who never hears a complaint when you randomly hit on strangers. In that case, this idea might just make sense.
What do you think? Could you meet your soul mate on a soul plane?
Sergio Zyman, the polarizing former Coca-Cola marketer, has been entrusted to begin charting a new path for the retailer. To many, it will seem a surprising choice, given Zyman was part of one of the biggest marketing blunders in history: New Coke.
Zyman gave an interview to Ad Age in which he admitted something new: that he knew New Coke was going to be a disaster almost from the day of its launch. He also said that between the April 1985 New Coke launch and the July reversal, he was secretly working on the relaunch of Coke while insisting in media interviews that New Coke was fantastic. Those interviews, he knew, were based on a lie.
Are you going to “open happiness” today and share? Stay #TopRight
Employers have known for many years that healthier employees are happier ones, and that health insurance claims dramatically decrease when programs and incentives are in place to promote a healthy lifestyle. Food and beverage companies, along with a barrage of recent legislation, have become very aggressive in the fight to better educate consumers about the health benefits (and not-so benefits) of their products. So where does the responsibility lie for a media giant that doesn’t manufacture or sell consumer goods, but rather market them during their programming? When and how should they take responsibility in consumer health and wellness? We may have a few of these answers from Turner Broadcasting this summer.
