Marketing, Advertising and Social Media News With Attitude by Steve Hall
Updated: 8 hours 9 min ago
Supposedly the Tao of Badass knows all there is to know about getting women to fall under your spell and turn into a puddle of desire at your very presence. But Bravo also seems to think it has all the answers as well with it Online Dating Rituals of the American Male, a new series premiering March 9.
Buzzfeeds's in on the promotion with a post entitled The 10 Types of Guys You Find On Every Dating Website.
Also floating about the interwebs are a series of videos highlighting the various male stereotypes women encounter when dating.
Buffoonery at its finest.
Think you know all there is to know when it comes to your (or your client's) social media strategy? Certainly you have your ducks in a row but everyone can use a few additional tips and data points now and again, right?
Right. And we have them for you right here. Spredfast has put together "15 Stats to Inform Your Social Strategy." The five-page tip sheet is broken into three sections: Social Network Trends, Social Consumer Behavior and Brand Intention and Results.
Download this tip sheet now and make sure you're social strategy is as on track as it can be. If anything, the tip sheet will arm you with awesome stats for your next presentation.
It's funny how a logo change can incite more online hyperactivity than, oh, Russia invading Ukraine of the crisis in Syria. Actually, it isn't funny. It's just plain sad but that's what we've turned into; a country that bitches about inane, meaningless bullshit rather than important world event.
But since we're not CNN and our mission is to report on all things marketing and advertising, it's out duty to cover the hubbub that surrounds Olive Garden's new logo.
To say the least, the new logo has not been well-received. While the new logo now actually has an olive branch in it instead of a -- WTF -- grape vine, it's, shall we say, lacking meat.
By lacking meat, we mean there's no substance to the new logo. The previous logo, tacky as it was, at least had some substance to it, some texture. Some depth. OK, yea, now design is all about flat but it shouldn't be all about 5th grade art class either.
In an effort to turn around declining visits, down 13% in December, and plunging sales, down 5.4%, the chain is grasping at straws (olives?) to turn things around. The new logo, in the words of Darden Restaurants executives is to create a "brand renaissance."
More like a funeral march.
Much like the Gap logo change debacle four years ago which caused the brand to revert to a previous logo, Olive Garden likely should have left well enough alone. The original logo might have sucked but no one cared.
Perhaps heeding the "if it ain't broken, don't fix it" mantra would have been the right decision for Olive Garden. At least that way, people could have gone on ignoring the brand much like they do every other brand that just stays its course.
By now, many of you have seen a video called Belief which asks us to believe that hoverboard technology has been invented. The video begins with Christopher Lloyd (who played Dr. Emmett Brown in the series) arriving in a Delorean.
The video, which promises what we are about to see is real, features Terrell Owens, Moby, Tony Hawk, Schoolboy Q and Bethany Cosentino, gleefully hypes the the technology "invented" by a company called HUVrTech.
Clearly, it's fake. That's not in question. There are plenty of clues throughout the video allowing any sane person to come to that conclusion.
But what is it promoting? There's been talk of a fourth Back to the Future movie for years. Could it finally be happening and could this be a viral stunt for the movie? Perhaps.
Nick Statt, who wrote a lengthy article on the video, said,Whatever the purpose of this, Internet debunkers were quick to suss out the source of the video's production. On the online portfolio site of Lauren Biedenharn -- a costume designer and an artist based in Los Angeles where, as well as being the home of Hawk, Schoolboy Q, and Consentino, the video was shot -- the most recent line of her resume reads, 'Commercial: Back to the Future HUVR BOARDS.' Her employer and the producer of said commercial: comedy video Web site Funny Or Die."
That resume reference seems to have been deleted which is an even more telling sign something's going on.
With upwards of 4.3 million views, the video, whatever it's for, seems to have accomplished its goals, whatever they may be.
UPDATE: As the resume hinted, it's the work of Funny or Die. But no connection to a Back to the Future movie.
Powerful Syrian Crisis PSA Asks Us to Imagine What Life Would be Like if the Crisis Were in Our Backyard
Don't Panic is out with a powerful Save the Children PSA which calls attention to the crisis in Syria by examining what would happen to a girl in London -- one second at a time -- if the crisis came to the UK.
The 90 second video, which begins with the girl's birthday and ends with her next, starts out lovingly enough with shots of warm family life. It then shares the tragic changes to the girl's life were the crisis occurring in her own back yard.
The video ends with "Just because it isn't happening here doesn't mean it isn't happening."
The work coincides with the lead up to the third anniversary of the crisis
Yes, you read that right. Porn site Pornhub has launched its Creative Director Challenge, a competition soliciting high-quality, "safe-for-work" designs for an upcoming multimedia advertising campaign. The winner of the challenge will be rewarded with a one-year paid employment contract as the official Creative Director of Pornhub.
Interested parties should check out the challenge site (a totally safe-for-work Tumblr site)
And there a full-on creative brief for you to review as well:
The creative brief
Traditionally, porn has been a taboo subject - but the fact is, over 35 million people visit Pornhub.com everyday! How do we reach the next 35 million? We need a national advertising campaign that can be channeled through mainstream media. We need to spread the word that porn has something for everyone, and Pornhub should be your go-to site for free videos whenever and wherever you want.
Why is this a challenge? As opposed to internet advertising, where you can show some nudity and people will click, conveying our message through mainstream media will be challenging. We need to promote Pornhub through a G-rated ad campaign without risk of offending, while still being a bit cheeky and fun.
The winning ad campaign will need to take these concerns into consideration, while clearly promoting the Pornhub brand and logo. Download the Pornhub branding assets package.
- The ad must be G-rated and "safe for work". It can be a Print ad (for magazine, newspaper), billboard or other signage, or a storyboard detailing a TV commercial or viral video.
OK this is a little cheesy but you have to admit, these bathroom prankvertising stunts are pretty funny. This one's far milder than the one that scared the shit out of people for a drunk driving campaign.
OK so Spanish agency Shackleton created a bathroom prank for its client Henkel whereby women where encouraged to flush a toilet before using it. When flushed, the walls of the fake bathroom would slide back revealing a tropical paradise filled with shirtless men, members of the Balls Dream Band, who serenaded the women about...a cleansing foam with anti-limescale formula, dirt protection and...ooo...extra freshness
Just what a woman wants to be reminded of when she looking for a moment of peace: that she really should be back home cleaning her kitchen and scrubbing her toilet.
Apparently, the stunt is being conducted in 28 countries.
And don't think we didn't notice that phallic foam ejaculation either.
Video intelligence company BrandAds today shared results of its Oscars Ad Effectiveness Study where the company surveyed 38,369 participants to determine the effectiveness of airing ads during the TV broadcast of the 86th Academy Awards.
The study reveals that American Express was the most effective of all the brands that advertised during the show based on a 61.74 percent increase in consumers' likelihood to purchase one of their products. Sprint and Lunesta followed closely behind with 50.67 percent and 48.35 percent increases, respectively. And, shocker, Cadillac is in the top 5.
Of the study, BrandAds CEO Avi Brown said, "With an average of 40.3 million viewers tuning in last year, demand for advertising inventory during the Oscars was at an all-time high this year, causing ad prices to reach record prices. The cost for a thirty-second spot is rumored to have run brands a lofty $1.8 to $1.9 million dollars, and our intention was to scientifically answer the age old question, 'Is it worth it?'. The BrandAds Oscars Ad Effectiveness Study shows that the investment was absolutely worth the money - for some brands more than others."
The five most effective Oscars advertisers for 2014 based on increase in likelihood to purchase are:
1. American Express (61.74 percent)
2. Sprint (50.67 percent)
3. Lunesta (48.35 percent)
4. Cadillac (47.22 percent)
5. Chevrolet (44.21 percent)
Additional findings from the survey include:
- While extremely successful on social media, Samsung only ranked 18th in effectiveness out of the 20 brands that advertised during the Oscars. Due to consumers' high likelihood to purchase a Samsung product prior to the Oscars, the increase in likelihood to purchase was only +12.35%.
- Female consumers' increase in likelihood to purchase the advertised products or services was 55.24% greater than that of male consumers.
- The increase in likelihood to purchase advertised products or services was 31.76% greater among consumers under the age of 18 than the average increase among consumers over the age of 18.
- The increase in likelihood to purchase advertised products or services was 26.59% greater among consumers whose household income is $0-50k than that of consumers whose household income is greater than $50k.
The full results from the study can be found here.
This must have taken a lot of work. We can't imagine the lengths to which Saatchi & Saatchi South Africa went to in order to create this sweet smelling garbage truck it used to promote Tuffy scented trash bags. It must have take a Herculean effort to sweet up this ride.
But, it seems, they achieved their goal in what is one of the wackiest stunts we've seen. Yes, thy converted a garbage truck into an ice cream truck with a giant blob of melting ice cream on top.
These BBDO New York-created ads for Lowe's will give anyone who has ever engaged in a bit of home improvement a big chuckle. If you've been there, you know it never goes as swimmingly as you thought it would at the outset.
Three new commercials, Ceiling Fan, Bathroom Tile and Bench Swing, acknowledge this truism and promise to offer help.
In Ceiling fan, all goes well until the on switch is flipped. In bathroom Tile, it's all smiles...until it's not. In Bench Swing, those left over screws are a problem.
The spots aim to let young male do-it-yourselfer that Lowe;'s is there when you find your self in a home improvement pinch.
It's always interesting to see another country's take on American culture. Sometimes they gate it right. Sometimes they get it wrong. Other times, it just causes one to scratch one's head in bewilderment.
The latter reaction is what we experienced upon viewing this ACW Grey Israel-created ad for VW. Using Elvis -- from his skinny days to his fat days -- the agency is promoting the brand's Hill Hold Assist feature. Except, it isn't doing much for Elvis who is far from holding his ground on the incline.
And the tagline makes no sense either. Yes, we get that it's an analogy for helping Elvis cease his increasing girth but if Hill Hold Assist really works, why is fat Elvis falling down the incline? Does this mean VW's Hill Hold Assist only assists non-fat people? If so, that would just be prejudiced, right?
On a binge to see just how many awards it can pack into one week on the South of France, Cannes Lions has introduced Regional Network of the Year, replaced Media Agency of the Year with Media Network of the Year and made changes to the Palm d'Or.
The Media Agency of the Year Award will be replaced by the Media Network of the Year award. It will be awarded to the media agency network that obtains the highest score for entries in the Media Lions section. Only media agencies are eligible to compete in this award, which will be based on a points system. Advertising agencies credited on shortlisted and winning campaigns in Media Lions will see their points included in the Agency of the Year and Independent Agency of the Year calculation.
Complementing the global Network of the Year award, for the first time the performance of networks at a regional level - Regional Network of the Year award- will be announced during the final awards ceremony on Saturday, June 21, to honor the most awarded network at the festival in EMEA, Asia-Pacific, North America and LATAM.
The Palme d'Or award, presented to the best performing Production Company, will see changes introduced to bring it in-line with the other special awards. The calculation will continue to be based on a points system awarded as follows: 10 points for a Grand Prix; 7 points for a Gold Lion; 5 points for a Silver Lion; 3 points for a Bronze Lion; 1 point for a shortlist entry.
The changes being introduced are:
- Production companies no longer have to have at least 10 entries in the qualifying categories - Film, Film Craft and Branded Content & Entertainment - to be eligible for the Palme d'Or.
- The Palme d'Or will now consider all shortlisted and winning entries from a Production Company. In previous years, only the best 10 entries from each production company were considered.
- Shortlisted points will now be capped at 10 points, which is in line with the existing Agency of the Year rules.
Of the changes, Lions Festival Chairman Terry Savage said,"As is our usual process when introducing changes at Cannes Lions, we consult extensively with industry leaders to ensure that we continue to be relevant and reflect the changes that are happening in the business around the world. These adjustments to the calculations of the Special Awards are no exception, and as such we are delighted to have the support and endorsement of the key players."
Chipotle has partnered with Major League Soccer and has announced it will be the Official Fast-Casual Mexican Restaurant of MLS and 12 MLS Clubs. The sponsorship will be Chipotle's largest single sports partnership and will feature promotional programs with 12 teams, individual players, and programs across the entire league.
Throughout the 2014 season, Chipotle will work with MLS and the 12 clubs by launching promotions to reach MLS fans. During the AT&T MLS All-Star Week in August, Chipotle will sponsor the inaugural Chipotle MLS Homegrown Game featuring the nation's top Homegrown players from MLS Club rosters. Homegrown players from across the league will be chosen by MLS to participate in the game.
Of the partnership, Chipotle CMO Mark Crumpacker said, "At the core of our effort to change the way people think about and eat fast food is our commitment to finding better, more sustainable sources for all of the ingredients we use. That value is one that is often shared by people with an active lifestyle. This partnership with MLS will allow us to further engage consumers in a sport we have long supported through grassroots efforts."
In addition to the Chipotle MLS Homegrown Game, Chipotle will also feature an exceptional athlete, boy or girl, during 10 home games per MLS Club as the Chipotle Youth Homegrown Athlete. Each athlete will receive four tickets to the game, special recognition during the game, a chance to meet players and coaches, dinner at Chipotle with his/her team, and the opportunity to host a fundraiser for his/her team at their local Chipotle. The brand and each MLS Club will also host free soccer clinics for up to 200 kids utilizing MLS players and coaches to teach soccer fundamentals.
Omar Gonzalez, LA Galaxy Defender, two-time MLS Cup Champion and member of the U.S. Men's National Team, will represent MLS as spokesperson for partnership. videos to promoting the partnership on his social media channels.
More often than not when you are video content online, you suffer the dreaded spinning circle buffering icon. You've come to accept that this is normal when going online. But what if this happened while you were watching TV?
To promote Belgian telecom company BASE's 4G service, the agency used billboards at the beginning and end of programming with the text, "You're not used to waiting at home. So why wait when you're on the move? With BASE 4G, you can surf everywhere as fast as at home."
It would certainly be a bit disconcerting to see the dreaded spinning ball while watching "regular" TV so perhaps this did a good job grabbing the audiences attention.
And Meryl Streep gushes, "Oh I've never tweeted before!"
Hundreds of thousands of retweets and it broke Twitter.
The handwringing has begun. No sooner were we all a twitter over marketers taking over SXSW (myself included), it seems the backlash is now in full swing.
Several years ago (maybe 2010) when I saw Pepsi erect that gigantic playground and CNN take over that restaurant, I knew the quaint geek-fest days of SXSW where over and we were in for a very different SXSW. But even then, SXSW was still an orgasm of epic digital awesomeness.
Having attended SXSW long enough to know what it was before brands and agencies invaded, I see this as a bubble. And bubbles don't last forever. Like every thing else in the ad business, every cool, new thing is chased. Every single one. Longer than any sane person would chase.
But even insane, trend-chasing ad agencies wake up one day and realize, "Oh yea, this shit isn't making a dime for us" and they move on to the next cool thing. This will be the fourth year of the SXSW Agency Invasion and while I'm sure next year will be just as big, I'd have to agree with this mystery Digiday writer, we're going to see a decline in attendance by agencies from this point on.
Not a complete exodus because agencies should always be present in any environment where new ideas and innovation are at the forefront of the conversation. And, SXSW is, indeed, that place.
Having said all that, it's been a great past few years from one respect. Prior to the SXSW Agency Invasion, one had to pay for everything oneself. Now everything is sponsored. It's entirely possible to stay in Austin for five days and never spend a dime on food or drink.
So thanks for that, Madison Avenue.
Drinkwise Australia is out with a decidedly elegant approach to convincing young people to stay classy and drink properly. Two animated videos are narrated by a very proper Englishman who makes even the words "fuck-eyed" and "shit-faced" sound Shakespearean.
Last year, JWT launched a pop up ad agency at SXSW called Walter. It's aim was to meet with 25 startups with the goal of working with a few of them. This year, JWT Atlanta will launch an experiential marketing effort called Pennzoil Presents Mario Karting Reimagined which aims to pimp Mario 8. All SXSW Gaming and Interactive attendees will be able to race their friends on a custom-built track.
Set outside the Palmer Events Center, the custom-built track with a Mario Kart-world feel will be open and free to SXSW Interactive & Gaming attendees. The live racing will use RFID technology to communicate between the track and the karts to provide the driver and the audience with an interactive, real-life Mario Kart experience.
The races will be simulcast from the driver's point-of-view to screens throughout the activation and the Austin Convention Center. The kart's performance is controlled by RFID technology as drivers interact with icons on the course. These real-life power-ups will either boost speed or slow the kart down in real-time. The goal is to collect all five icons in order to receive complete protection.
It's all to promote Pennzoil's Platinum oil, a first of its kind synthetic oil made from natural gas.
The track will be open Friday, March 7th, 12PM - 6PM, Saturday, March 8th, 12PM - 6P and Sunday, March 9th, 12PM - 6PM
Content comprises one of three pillars in online marketing with the other two being search and social. Indeed, online content feeds these other two pillars and, according to statistics released by CMO, 20% of the average company's content drives 90% of its web traffic.
This is one reason the landscape has seen such a shift in terms of top brands becoming publishers. The reason for this strong focus on content is simple: increased engagement with the target audience. Over 50% of in-house and agency marketers cite high engagement as one of their top three business objectives, and online content acts as a direct vehicle to engage with customers and prospects.
So, needless to say, those marketers without a firm content strategy in place may want to read the writing on the wall. But creating helpful and authoritative content that resonates with readers is only part of the battle; other strategies should be considered as well. Here are just a few.
There's something to be said for the power of social media. However, it is increasingly difficult to harness this awesome marketing power without first giving a piece of online content a solid platform on which to stand.
In almost every instance this platform should be the business or company website. By publishing here first, marketers control visibility and location to their exact specifications. Once a foothold is established here, marketers can encourage audiences to take the material social.
Once the content is up on the home site, marketers should come up with a social strategy. Facebook, Twitter, LinkedIn and YouTube are, of course, the most popular social platforms utilized by B2B marketers. And with the steady rise in popularity of Google+ as an all-encompassing social SEO tool, it's pretty clear those who ignore this corner of content marketing may lose out
One of the best ways to successfully engage with a customer base is by showing some personality. And while marketers of years past frowned upon on adding personal touches to their content, these days it's a necessity. That means marketers should focus on putting a face on the brand and compose content with a more conversational style.
As they say, a picture is worth a thousand words which is one of the reasons Pinterest is fast becoming a dominant social networking site. And why YouTube enjoys immense popularity as a social platform. While it's clear images and video can add help engage with an audience, they also serve another purpose: they work well with mobile. The smaller screens of tablets and smartphones are the perfect vessels for content heavy on images and light on text.
Online content lives or dies (or is shared) by its overall usefulness. It's just not the appropriate medium for a series of sales pitches. For content to truly engage a customer, it will offer tangible benefit to the reader. A health-food store, for example, can be effective by publishing healthy recipes or exercise tips. Conversely, clothing retailers can get customers interested by creating posts on current clothing trends or by offering fashion advice.
This contributed article was written by Jason Bayless, a professional blogger who offers small business and entrepreneurs SEO advice. He also writes for BestSEOCompanies.com.
On behalf of Unilever, Arnold New York hooked up with YouTube sensation Grace Helbig to create a video promoting St. Ives Fresh Hydration Lotion Spray. So far, the video has achieved 113,000 views since its launch February 24.
It's also got 13,000 likes and over 1,000 comments. In addition, Grace's 5:40 "Behind the Scenes of My St. Ives Commercial" video has received just upwards of 150,000 views. Not blockbuster numbers but not too shabby either.
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