Tag: integrated campaigns

MLB Dropped the Ball

Have you seen the video of the Phillies dad catching a fly ball? In front of a cheering crowd, he gives it to his toddler daughter who promptly throws it away. It’s so endearing to see his shocked expression, then an “aww shucks” flood of unconditional love for his little girl.

Phillies Dad catches a flyball then reacts when his daughter throws it away

If you’ve been under a rock, go check out the video on Yahoo! Sports.

Chances are, you saw this video within the first 48 hours of its release on YouTube or embedded in a blogs. This event is the hottest piece of content to go viral in recent memory. It’s just so darn cute! This guy is the epitome of “AWESOME DAD”, one I personally can relate to better than the fat dumb dad on any number of sitcoms and spots in the past decade.

It has all the elements of a classic story packed into 30 seconds: plot, character, theme, climax and resolution. A father’s pride, a child’s mistake, forgiveness, reconciliation. It’s so tightly bundled in a beautiful way, it becomes an instant Internet meme. It’s ripe for a super mash-up, something savvy marketers crave.

Unfortunately, the MLB lawyers have trumped all reason and yanked the video from all video-sharing sites, and by proxy, all embedded media like blogs and social networks. Video from their own site is coded in a manner that does not allow it to be played from anywhere except their site. Boom boom pow, this is so 2000 and late!

The MLB completely wasted an opportunity for the MLB to attach its brand to a heart-warming story. Mashable agrees. The MLB could have been recast in celebration of fatherhood or baseball as a family game.

I can already see the 30s spot: the touching video, professionally mastered with compelling V.O. or slide copy. That is fine. But it’s so much more sincere relating to the story when it’s shared among friends in ways they already communicate. Forcing everyone to go to a branded site loses a degree of authenticity.

Presumably, the brilliant legal minds at MLB responded from a flat-policy to defend against future video sharing. I understand the protective need, certainly an open license could be granted in these extraordinary cases. That is the difference between thoughtful leadership and policy management. Instead, the MLB reaction suggests pure greed in a game played by millionaires.

At least the Phillys are playing this up. I hear Dad is getting lots of swag and is making the talk-show circuit. That may seem greedy too, but this kind of PR is organic and altruistic. The team is offering up a wonderful story without the expectation of getting something in return. Big difference.

Tags Buzz Marketing, integrated campaigns, leadership, memes, Viral Marketing, WOM

Advertising

Need Social and Marketing Talent?

Post author By Shannon Swenson
Post date January 30, 2009
2 Comments on Need Social and Marketing Talent?

During these difficult economic times, I have many friends seeking work. Please contact me with specific needs or if you are building a future talent base. I can refer people in all areas of marketing:

These people are not chaff separated from the wheat. This is an amazing group of smart and experience people swept up in cut-to-the-bone layoffs. Even if you aren’t a hiring manager, please ping me if you are merely aware of openings.

Also, feel free to browse my list of LinkedIn connections, Facebook friends and Twitter followers. I am happy to make introductions.

Tags integrated campaigns

Advertising Buzz

Obama Wins Viral Video

2008 Presidential Candidates & Interactive Media

I’m a big fan of custom flash units in interactive video advertising. Barbarian Group kicked off the genre with Burger King’s Subserviant Chicken, but EVB & Toy New York helped Office Max push custom advertainment virally with personal content in Elf Yourself.

Two other examples come to mind, Aveaword for BMW Mini UK by Glue London and Carmen Had a Crush On You by JetSet Studios for the Meet the Spartans movie.

As a producer, I like the mix of creative and technical strategy required to pull these off as well as the challenge of tight broadcast integration. These campaigns also glean solid web analytics to help justify ROI. I’ve had fun planning the execution of similar concepts for NASCAR champion Carl Edwards who is building his own personal brand quite well.

Here is the latest one created by MoveOn.org & sent from my longtime friend @NigelPrentice imploring the consequences of my not voting for Obama.

This is a clever execution that is relatively inexpensive because the back-end logic simply handles text & destination email. It doesn’t use pics, video or mobile, all of which yield a richer experience, but exclude less savvy participants. As a result, this simple concept can take off quicker and spread further.

Did you get this in your inbox? I’d be interested in hearing any metrics & market penetration for this campaign. Otherwise, what do you think of the execution?

Post Election Update: Frank Luntz, political analyst and author of Words That Work , says “for the first time ever, this election cycle, more young people got their information from the web than from the print media or television. This has never happened before. It means that YouTube and MySpace and Facebook matter.”

Tags Buzz Marketing, integrated campaigns, UGC, Viral Marketing

Advertising Buzz Social Media

Courting Brand Evangelists to Twitter

Post author By Shannon Swenson
Post date October 16, 2008
18 Comments on Courting Brand Evangelists to Twitter

Update: Read the comments to learn how to win a free cruise. I believe this is the first #freecruise contest held exclusively on Twitter.

Case Study: Effective Online PR by Travel Brands

Working at GSD&M, I got to see some of the cool interactive and broadcast work we did for Norwegian Cruise Line. The creative campaign translates well across print, outdoor & direct and the TV spots have been well-received.

In the social space, Carnival has cruised to the front of the Twitter line. They have a brand evangelist, @CruiseSource, tweeting live from a Carnival cruise that is currently underway. His current bio reads “Your Source for Everything related to Cruising. Live from CCL Destiny 10.16.08.”

CruiseSource.us is a blog about cruising, not Carnival persay. My clients in the travel industry tell me that they enjoy perks from cruise lines and destination resorts in exchange for bookings and promotion. Presumably, that arrangement exists for CruiseSource, and it’s a good way for Carnival to dip their toe in the social ocean.

What is notable about this case is how effectively brand evangelists utilize micromedia to generate buzz and online PR for brands. This is also a good example of small businesses being nimble with social strategy and engagement.

Best Practices in Social Media Strategy & Engagement

CruiseSource is using Twitter to establish themselves as experts in their niche. Rather than just constantly link back to their site, an early mistake they seem to have overcome, they relate with their audience in meaningful ways. Examples:

They spent weeks building excitement about this cruise.
They invite cruise-related questions and follow-up with answers.
They retweet properly.
They reply and DM properly.
They suggest cruising for nonprofit fundraising.
They post cruise specials.
They post cruise news related to Hurricane Gustav, primarily as a service, but they also attract Twitter search traffic.
They search Twitter for lead generation. Very smart. They can expand their search by topic, by cruise line, by cruise ship and by destination to find perfect little nuggets like this.
They listen to tweeters and engage them directly with relevant responses.
They invite followers & prospective followers to give cruise feedback.
They tweet about fun activities while aboard the cruise.
They link to Flickr pics from the cruise ship.
They are patiently building a Twitter following, maintaining a follow/follower ratio around 4:1.

Apparently their efforts have led a major cruise line to invite CruiseSource to participate on a web 2.0 advisory board. If this is Carnival, then kudos for building a smart partnership and generating inexpensive online PR. As long as CruiseSource maintains an air of industry promotion and authentic human interaction, Carnival will benefit from the company’s peer recommendations.

For any travel brand, I suggest a few more tips in establishing a genuine social presence online.

Be more personable. CruiseSource has found a voice on Twitter and its blog, but it still hides behind the company name on all posts. Even using a first name (Tucker?) would cut through informality and lend credibility to their recommendation.
Browse Peter Kim’s list of social media marketing examples for inspiration. Carnival Connections already made his list with it’s community forum, but the site entry is weighted heavily toward sales.
Remain Authentic. Tyler Banfield offers good tips on authentic promotion.

I’m interested to see what travel brands develop on other social platforms, both in external marketing and within the company’s internal organization of staff, partners and sales channels.

Tags audience-engagement, integrated campaigns, Micromedia, online community management, public relations, social media strategy, UGC

Advertising Buzz

“Quirky Holiday” SEM Strategy for Brand Awareness

Post author By Shannon Swenson
Post date September 24, 2008
4 Comments on “Quirky Holiday” SEM Strategy for Brand Awareness

How Brands Can Generate Big Awareness During Odd Holidays

Last week, as the world celebrated another Talk Like a Pirate Day, I thought of a slick SEM trick: Buy quirky holiday names for the sole purpose of brand awareness. Quirky holiday inventory has temporary demand spikes and low-competitive rates. This might be good opportunities to align your brand with fun, off-beat culture news and catch new visitors during idle leisure time browsing the net.

What Is a White Sale Strategy?
Retail stores sell specific merchandise at a deep discount for a short period of time.

White Sale Examples
Think K-Mart’s Blue Light Special and the Foley’s Red Apple Sale. John Deere pushes residential sales during their annual Deere Season campaign.

Woot.com (@woot) applies a reverse model online; there is always a deep discount sale, but the product changes. World Market explored a similar Adobe Air widget channel.

Retailers have long used White Sale strategies to dump excessive inventory and to gain a temporary competitive advantage. The Quirky Holiday SEM strategy is slightly different than a White Sale. Rather than promote a branded self-made sales event, Quirky Holiday SEM leverages universal interest and PR surrounding unusual events to generate brand awareness. The strategy lends itself to retail, but could be used for any type of brand promotion.

Awareness and low cost can justify the ROI of a Quirky Holiday SEM media plan. Traffic is not targeted, so click-throughs are a bonus, especially since keyword inventory would be relatively inexpensive.

Ideas for Quirky Holiday SEM Campaigns

Here are just a few of the strange, funny and odd holidays where corporate brands, campaigns and associations could apply this strategy.

Bifocals At The Monitor Liberation Day
December 1 Lenscrafters, eye doctors & Lasik surgeons, ergonomic companies, nonprofits for the prevention of eyestrain, monitor fatigue, eyesight health education & disease prevention, elder care.
Bathtub Party Day
December 5 Kohler, Whirlpool re-modelers (bathfitter.com already has a placement), plumbing companies, design centers, home builders, destination spas.
National Inane Answering Message Day
January 30 Manufacturers like Panasonic, Sony, Nokia, Samsung & Motorola, online retailers, VoIP carries Skype and Vonage, cable carriers, cell phone service providers, mobile marketing.
First Day of Autumn 2008
September 22 SEO companies are already leveraging Google’s holiday and event logos for fresh non targeted traffic. What a clever ploy to generate a little buzz and new unique visits against an odd keyword. So far, these are simple organic SEO results, but SEM could easily apply.

Hat tip to @PatrikAltoff who managed to attract hundreds of “autumn 08” visitors to Blogstorm on Sep 22, 2008.
Any Quirky Holiday
Hallmark could actually target traffic with Quirky Holiday SEM, assuming they had matching merchandise. A smaller print card company or e-card service could generate a significant portion of its revenue on this SEM traffic.