Yesterday, Mashable featured a piece on a new video where a “Guy Walks Across America” that is quickly hitting viral status. At first glance, it seems like a project that can be considered a work of art. I have a hunch that this may be a subtle marketing campaign, but you be the judge:
A clothing/fashion store opened last June in Times Square. What caught my eye was the way they created a billboard that not only drew a crowd, it (at least on some level) interacted with them. From NYClovesNYC:
“The enormous store provides Times Square with a high-tech 61-foot digital billboard featuring virtual models who interact with the mesmerized crowd in front of the store, sometimes taking a Polaroid photo of the crowd and showing it to them, or picking up an individual from a crowd and turning him into a frog by a kiss or dropping him into a shopping bag.”
It kind of reminds me of the Jaws movie billboard in Back to the Future II
Did Hollywood have it right? Is this the future of environmental advertising – or is it just a gimmick?
Who doesn’t like cupcakes? I’ve been watching a new reality series on W Network called Cupcake Girls and I’ve found it very entertaining! The show is about a couple of girl friends (best friends Lori Joyce and Heather White) who started a cupcake business in Vancouver without a business plan, and without any baking experience. Craziness! However, what they do have is marketing and branding experience, and it shows. What initially caught my eye in the show was their branding. Everything is consistent and catchy, from the sign and awning on their storefront to the interior design of the store, as well as their print and promotional materials. Everything works well together. I was just reading an article about them in the June issue of the Globe and Mail Your Business magazine, and decided to check out their website.
It’s fun just like everything else. The Cupcakes Facebook page is well utilized also. Of course, I became a fan (They let me know that they are looking to expand in Ontario!) Their successful marketing and branding campaign has worked. Last year they spun off three franchises while maintaining their three corporate stores. Congratulations, girls! If you haven’t had a chance to check out their show, I suggest that you do – they are hilarious! See them on W network Sunday’s at 9pm. Let me know what you think!
Hi everyone! This post is especially for those of you following us in the Quinte region. This Sunday, the team over at JB Printing is holding a very special event to raise money and awareness for Sarcoma, as part of the International Sarcoma Awareness Week.
What’s a Step & Fetch? We’ll let Tamara, from JB explain:
This Sunday July 25th, we are hosting a Sarcoma STEP & FETCH Cancer awareness event at JB Printing!
The walk starts at Quinte West City Hall at 1 pm, weaves throughout Trenton and then ends at JB Printing. Participants collect Sarcoma Fact Cards along the way, once back at JB Printing, the fact cards turn into tickets for chances to win some FANTASTIC door prizes!
Please come out for this ALL ages, Rain or shine event! There will be great food, awesome prizes and a delicious bake sale! If you can’t make it to the walk, come out for the BBQ & Bake sale! The Whystle Dawgs Band will be performing too! Hope to see you there!
Call or email me for details; 613-394-3245, firstname.lastname@example.org
Tamara (from JB Printing)
Registration is FREE, and it’s open to all ages. It sounds like a blast! Make sure to check it out, support a good cause, and have a tonne of fun along the way.
Last week, the internet saw one of the most popular viral campaigns of all time! Old Spice teamed up with Wieden + Kennedy to bring “The Man Your Man Can Smell Like” guy, portrayed by actor Isaiah Mustafa, to fans by creating a series of personalized Youtube responses.
How great was this campaign for exposure?
In a 24 hour period, they were able to get:
• 180+ videos created
• 5.9 million views
• 22,500 comments
We can compare this to other notable viral videos and see that it beats out influential people like Obama and Bush.
I will have to agree with Iain Tait, Wieden + Kennedy’s Global Interactive Creative Director , when he says, “In a way there’s nothing magical that we’ve done here, we just brought a character to life using the social channels we all use every day. But we’ve also taken a loved character and created new episodic content in real time.”
They used many of the principals for social media success that have been discussed thoroughly around the internet. This campaign engaged consumers, added value to their lives, was created in a human voice and was done in a timely fashion. Let me explain:
- Engage Even if the personalized was response wasn’t written directly to you, it still felt like he was in your bathroom answering questions.
- Add Value This is something that consumers had never seen before, a global national brand reaching out to its consumers through a ‘brand mascot’. You simply HAD to tell all your friends that would care!
- Human Voice Even though it was a global-national brand, it felt more like a simple sketch comedy bit. It felt real, it felt human.
- Timely The fact that these responses were sent out in real-time is unbelievable and makes this campaign a huge success – it was about conversation.
I am hard-pressed to call this campaign a success, yet. I would still want to see how this campaign had an impact on sales before we start creating case studies that will be looked at until the end of time. I have no doubt that there is a positive influence on the bottom line, but at the very least I think this campaign has reinforced the “new and youthful” revival to the Old Spice brand. I also believe that this has opened up a chasm of potential in how brands can now communicate with their consumers.
What are your thoughts?
I saw this a few days ago:
I thought it was pretty clever at first–salt as dandruff–cool concept. Then I thought “Wait a minute, who is going to put that on their food?!” I mean, they put these in restaurants. What restaurant wants something so unappetizing on their tables? I can’t imagine how this would be good for business (at least for the restaurant).
To me, this is an example of a concept that although clever, just misses the mark. I would be interested to hear what others think.
I have a personal blog this week. In light of recent family events, I would like to focus on good heart health. While sometimes you do all that you can to promote a healthy lifestyle, like exercising, eating right and being positive…life doesn’t always turn out the way you expect it. This post is for my dad.
It is important at any age to promote healthy living. I recently picked up a copy of Alive magazine at my local Good Health Mart and I really enjoyed reading the articles. I actually read the entire magazine from cover to cover, which is rare for me. It is very informative, while being a light read. This month the magazine is dedicated to women and the many natural health and wellness solutions available for increased well-being. I especially enjoyed the article on the health benefits of the ten most popular fruits of the season. If you are unable to find a copy of this magazine, visit www.alive.com to view the articles online or to sign up for their newsletter.
An invaluable source for good heart health is the Heart and Stroke foundation They have interactive and easy to use Action Plans online to help you reach your goals. As the website states, with these e-tools you will be able to set and achieve goals to manage your blood pressure or achieve a healthy weight and keep track of important details such as medications and appointments. The first step is to take the assessment in order to be directed to the plan that’s right for you. The assessment is based on well-researched science. It’s free, confidential and takes about 10 minutes to complete.
I have started to follow Tosca Reno’s Eat Clean Diet as a way of promoting good heart health, along with going to my spinning/bosu class every week, and I feel great. I recommend her book – the Eat Clean Diet Recharged! to anyone who would like to embrace a cleaner healthier body.
It’s a nice sunny day today with blue skies. The wind is picking up now – it’s a perfect day for a sail.
Other heart healthy links:
While I was writing my blog last week, I was thinking that it was sort of like writing in a diary. Remember those growing up? Although, the new term for this is called “journaling” – writing down your thoughts and experiences. By getting your thoughts out of your head and putting them on to paper, you gain insights you would otherwise never see. This process can enhance both your personal and professional life.
A diary is more of a descriptive list of the day’s events, and a journal is more of a reflection of the day’s events with expressed emotions. Both are “old school” in the sense that you are using pen and paper instead of a computer. “New school” is Blogging, or creating an online diary. www.blogger.com is a great site to visit if you are thinking about creating a personal online journal.
This prompted me to buy a diary at Chapters this past weekend, and I wrote my first entry already. I was flip-flopping between two different covers when choosing it, however. If you’re like me, and you like books with nice covers, www.cafepress.ca has a large selection of journals to choose from with very cool covers – whatever you fancy. They come with a wide variety of papers to choose from, as well as one-of-a-kind journaling designs. You can also look for journaling gifts and custom journals to make your writing experience more meaningful.
There are also online tools to help make your journal experience a positive one. www.journalingtools.com is a Canadian site that does this. Very interesting. My weekly Blog posts might benefit by me reading about some of these tools. We’ll see. I’m sure that some entries will be better than others!
I saw something beautiful last night. Yes, it was ‘The Decision’ on TSN (ESPN). No, I am not an avid basketball fan who is joining the Miami fan bandwagon. If anything, I am a little disappointed to see another Raptor star leave Toronto (Stoudamire, McGrady, Carter and now Bosh). Sorry, not the right blog for this… back to marketing.
Over the last couple days, the media has been drooling over where arguably one of the best NBA players of all time, Lebron James, will be playing next year. After seven years in Cleveland without a championship, Lebron felt it might be time to move on.
What do you get when you put ‘The most sought-after free agent of all time’, ‘6 NBA teams that would do anything to get him’, ‘a huge mass of intrigued fans’ and ‘media boosting his ego from every angle’?
The ability to create an event (or spectacle) that benefits a great cause!
All the proceeds from this televised event, where Lebron James announced he would be joining the Miami Heat, went to the Boys and Girls Clubs of America. We saw ads from:
Hotels.ca, Redbull, Nestea, Moores, McDonalds, Degree, Shell, ABC (World cup coverage), Vitamin Water, Bing, TSN (the OPEN coverage), Red Lobster, OH! Henry, Sapporo, Mercedes-Benz, University of Phoenix, Nissan Versa, Lenscrafters & Malibu Rum
Along with the five scholarships from the University of Phoenix, I am interested to hear how much money will be raised from the event/six city tour.
I think it is amazing that people were quickly able to turn this media frenzy into something that can tangibly help people. I know a lot of sports fans think this was a joke and many people could have guessed he was going to Miami to join Wade and Bosh. They criticized him for this just being an ego-driven televised special to boost his ego, but it wasn’t.
Sure, he could have just done a press conference and been done with it. The build up that gathered over 150,000 Twitter followers in 7 hours was critical to making this a success that companies were dying to be a part of.
Brilliant is all I can say.
What are your thoughts?
I used to live in a small town in Southern New York. In June of 2007 someone decided that it would be a great idea to raise money for charity while advertising for local businesses. This was accomplished using four-foot tall fiberglass squirrels. You know, kind of like the moose you see sometimes around Toronto, but not really. In Olean, NY, a person, or business could purchase one of these squirrels and customize it however they pleased. These sculptures were then places all over town, in front of businesses, along the streets, in parks, you name it, there are squirrels everywhere. To date there are twenty-five squirrels and counting.
Many businesses decided to decorate these squirrels as part of their local advertising. It was a visible sign of their contribution to the community. Interesting idea, in my opinion, perhaps a good idea gone wrong. Part of what made it so funny was you
could walk down the street and see five squirrels before you would meet another person. I used to live just down the street from Ronald McSquirrel, I have to admit it never really made me want to go to McDonnalds. Had it not been located right across from the police station I would have put a paper bag over its head. Honestly, check it out! It is a little creepy.
Okay, seriously though, despite my little rant about the squirrels, I love it when people come up with innovative ideas. I also love to see businesses getting involved in the local community. I might not be a big fan of this particular project, but I can’t argue with the fact that everyone talks about it. We take pictures of them, and I personally can’t deny a few late night Olean squirrel-hunting adventures. I have to acknowledge that in many ways Olean’s “Woodland in the City” campaign seems to be a success, and they have raised a lot of money to build a museum for children downtown. So tell me what you think, creative or crazy?