Be a Distruptor

Coke came up with a bus stop add that demands attention. It is amazing how far a small vacuum can go. In a world of boring uninteresting advertising - sometimes you need to command attention.

In the past, your job was to do what you were told.  Follow instructions, keep your head down, don’t make waves.  But today things are very different. Today, we live in a world where playing it safe is irresponsibly dangerous.

-Forbes

Take a shot...

"You miss 100% of the shots you don't take"

- The Great One, Wayne Gretzky

The Hype Machine

The human condition seems to thrive off of drama. However how does a marketer create drama? In my opinion one of the best ways to get the consumer hooked is the rev up the hype machine. Lets take a look at a few of most hyped products and companies in the field. The two I would like to touch on is first 3D television and the second is Apple. 

We will start with 3D TV. When 3D hit the scene people were told it would revolutionize the way we watch TV in our homes. Every company from LG to Sony developed a 3D TV and let the consumer know why there's was the best. The early adopters went out and ensured they had the largest one on the market. I would like to say however that yes, 3D TV is very cool. It is a thrill the first time you really do see a great program designed for 3D, however it certainly did not meet the hype. I don't just want to say "it did not live up to the hype" without offering some support to my point and to take a deeper look into the issue. The issue really is expectations. As I stated, we were told it would revolutionize something very dear to our hearts - TV. The marketing teams set extremely high expectations without ever really taking a deep look into how the consumer would really receive this new product. Yes like I said the 3D TV is very cool, however it is a long way off revolutionizing TV. Way off. How could the product ever live up to the kind of hype the marketers created? It would be near impossible. I do use the word near because from time to time a product truly does revolutionize the way we live. For instance the cell phone. The challenge with hype is to ensure the product truly can live up to the stage that is built for it. 

Apple is another great company who utilizes hype. In the past Apple has created some of the best hype in the industry. Big events with flashy lights and stages. Steve Jobs pacing around a stage captivating an audience. In its hay day Apple was at the top of the hype game. However they have fallen from cloud 9. The Apple faithful and really the whole world would hang on the genius of Jobs. When his new products launched people would wait hours in line for the chance to hold the gadget au jour. The hype was justified in these particular cases, Apple was knocking down walls and expanding the industry. However the last few years have left us with a stale taste in our mouths. The same big events were scheduled. The secrecy was still there, however there was a lot missing. The events left us with versions 1.1 of products we had already seen. The hype was the same but the delivery was lacking. Jobs was missing from the stage and a front facing camera was no longer enough to drops the jaws of tech fans world wide. Hype can not live a prolonged life without support. Lets face it, if we are continually let down by these events and left wanting more, we are going to stop watching. It is not easy to revive hype once you lose it and unfortunately that is the road Apple may be heading down. Remember, Apple does not need to revolutionize the world every time they hold a presser, but they also can not hype the event as if they plan to. Save the hype for something that truly deserves it, not a front facing camera...

The fact of the matter is we will never escape hype, and we wouldn't want to. However we also will perpetually be trapped between true awe and the defeat of utter disappointment. Don't let us down!

Image via Demotix

A fun trick - Brand Name or Logo?

What is the value of a name?

What is the value of a logo?

Are certain logos just more immediately recognizable?

This was not a scientific experiment but it is a great trick to play on your on mind. We see so many logos and are exposed to so many ads in any given day it is truly amazing how a quick glance is all you need to immediately recognize a brand. In fact even without the color schemes and product placement these images immediately bring forward the feeling of recognition. The question is which brand did you see first? Was it Fiat or was it Ford? Were you able to recognize the brand that isn't clearly written in front of you or did you in fact recognize the logo first? Ok one more:

Not the most insightful look into marketing but I bet you will show this one too your friends!
For the record - I saw Puma, McDonald's, Ford, Microsoft...

Images from Logo Design Love

The "Like" Button jumps off the screen.

The amount of 'likes' a particular person, post, company, etc. gets on Facebook tends to not be a real good judge of anything. In a sense it does allow you to get some idea of the popularity of a particular company, person, or even an idea. However how does this idea translate off of Facebook? Is there a way to take advantage of this social network's "like" button?

Well of course there is and a retail store in Brazil not only has identified how to take advantage of this feature but has actually already implemented their idea into their retail store. That's right, the like button has jumped off the screen and landed in the mall. The retailer C & A allows there loyal Facebook following to like their outfits on their own hosted Facebook page. Now here is where it gets interesting, the hangers in which these outfits are hanging (in the store) display the amount of likes any one outfit has received. This then of course allows the shoppers in the store to see, live and in person, the amount of "likes" and level of popularity each outfit has received as "liked" by the stores Facebook faithful.

This certainly is a clever idea. Now I can probably come up with 1,000 reasons why this may not work, but instead lets run with this idea and expand upon it. If people are able to live update the outfits "likes" why not allow the Facebook fans even more power. What if the fans could post comments. What if they could post recommendations of accessories, maybe they could even "like" the accessories for each outfit thus taking advantage of their first idea. Now to take full advantage these comments, accessories and recommendations need to be available to the IN STORE client. The retailer can encourage maximum fan participation both at home as well as in the store. Participation can lead to a lot of positive things for the retail outlet. Most importantly it will give their fans and customers a reason to return to their site and even more importantly their store front. A reason to revisit an outfit over and over even after they purchased it. It gives them a social outlet to in a sense vote and discuss the retail's offerings. The simple brick and mortar store can literally become a haven for their fans and customers - a social experiment becomes a social network. Pinterest took advantage of a very similar premise but has yet to jump off the screen and into reality. If C & A can take advantage of their loyal following they will be able to enhance the C & A experience for their customers and deliver a whole new level of value.

The power truly does lie with the people. It is about time retails stores offer their customers something more than a simple coupon or recommendation. I think that C & A has stumbled upon something great. I hope they follow in my footsteps and run with this opportunity. If they don't I am sure someone will, whether it is the fashion industry or somewhere else!

Images via The Verge

When Opportunity Purrrrsents itself...

Meow mix has created one of the most recognizable jingles on the plant. The "meow meow meow meow's" of the song can leave you desperate to purge your brain of its catchy song. What is amazing is though they have such an amazing tune, there has never been a true character cat as the face of the brand. That is about the change.

Cee Lo Green has made a push to the celebrity 'A' list. Along his journey he has made several appearances on the 'The Voice' with his side kick "Purrfect" the large white cat. This has become not only iconic for Cee Lo but it has now landed the rescued cat a spokesperson job for Meow Mix cat food. It is a purrfect fit (hah!). Cee Lo has even remixed the entire Meow Mix jingle and added a bit of his own flavor to the iconic song. This was a really clever move by Meow Mix and landed them back in the headlines. If you had asked me which cat I would choose I probably would have rebutted with Heath Cliff or The Cat in the Hat, never would I have even considered the idea of Cee Lo and his side kick. For that matter I am not sure I would believe for a second that Cee Lo would accept the offer. They certainly showed me a thing or two about creative spokesperson selection - good for them! 

I have always been a fan of brand characters and spokesman, whether it is Captain Morgan or Mr. Clean a personality can take a brand to the next level. When it comes to Meow Mix - I am not sure there is a better spokesman, alive or fictional, that fits any better than Cee Lo and Purrfect.

Innovation Integration

Technology has come a long way in the last few years. In fact technology seems to be accelerating and integrating into our lives at an alarming rate. Human beings can hardly exist without accessing several forms of technology on a minute to minute basis. Digital natives are reaching a point of near technology dependence. We are lucky if we can even drive to our friends houses without having to access a GPS - how on earth did sales people of the past get from destination to destination without turn by turn guidance?

Google is ready to take the small screens of our phones, gps', tablets, and computers and take them to the next level. A project called Google Glass is allowing people to effectively wear the technology and change the very perception of our reality. Remember Arnold in his most famous role of all time, The Terminator? When the terminator looked across a landscape his HUD was able to identify threats, pick out people and places of interest, and beyond all of that it was able to recommend action. At first glance this technology may seem amazing, in fact you may be jumping at the bit to get your hands on it. It will revolutionize the way humans interact with our environment. It has the ability to increase human effectiveness and allow man kind to be more efficient than ever before. It will increase our ability to network, communicate, relay information (both personal and professional), and even warn people of impending danger.

Though the Google Glass program may result in a major breakthrough, the question is will it again breed a new generation of true digital dependents? For instance, the need to learn how to do long complex math problems was effectively eliminated by the invention of the calculator. On the same note, the invention of the GPS (as mentioned above) took away the need for you to familiarize yourself with your travel routes and surroundings.  Will a new generation of digital dependents need to rely on this technology to execute daily tasks and remain in control of their lives? With all the information being uploaded to their HUD's at all times, information regarding places they like, what their friends are up to, their schedule, even recommendations regarding what they should do and with whom (again organized by marketers who would have complex algorithm's based on behavior), begs the question - could we be rendered helpless without the constant information stream? Of course it is impossible now to be sure. I do look forward to the coming technology and maybe more so to the challenges and issues we encounter along the way. For now I will appreciate the world as I see it now - clean and clear, that is of course until I click my phone on for the latest update!

Images via New York Times

Risk. It breeds Innovation

Innovative Acts of Kindness

Coke has always been known for their polar bears and 'good feeling' advertising. Their red Coke logo is one of the most recognizable symbols on planet earth. How does one of the most popular companies on Earth become even more lovable? I will tell you - they offer free Coke products for nothing more than a simple hug. 

The brainchild of Ogilvy & Mather Singapore - the 'hug' soda machine landed over seas and has seen nothing but rave reviews. Did you really expect anything less? The machine is asking for you to simply wrap your arms around it and smile before it distributes free soda.

The brand will be launching these machines worldwide. Now as I stated before I am not sure if it is possible for a marketing program such as this to fail. It will have a ripple effect as soon as the machine is delivered. If Coke is lucky it will even strike up some viral attention in today's digital world. 

However, outside of merely offering free soda, this machine enforces the brand and its strategy. It emphasizes happiness and a sense of joy. Everyone who comes in contact with this machine will have nothing but good things to say. What also amazes me if the look of the machine. A red machine with white letters that read 'hug me' and is instantly recognizable as Coke. It is amazing what the largest brands on Earth can accomplish. Programs like these leave you with a great taste in your mouth (pun intended). The viral videos leave you smiling and the brand team celebrating. I think Coke did an excellent job with this vending machine stunt and have my fingers crossed that one of these 'hug machines' will end up on my block in the coming months!

Image via WCPO

Innovate personal tracking... time for an evolution

There has been an evolution on the internet over the last few years. Websites no longer offer one page for all viewers. In fact some websites - depending on where you log in and what log in name you use will generate a very different webpage. For instance, one company I am sure everyone is familiar with is Amazon. As you (probably) know when you visit Amazon and log in you will see a list of things you are interested in, or at least things Amazon believes you to be interested in. This is designed to be a wonderful feature. However it can also be a very discouraging feature. Allow me to elaborate.

I have many interest. Lots of times Amazon reflects my interest within its recommendations. However I also have many moods and states of mind. Some days I am a high powered marketing professional. I am looking for ways to further my career, enhance my professional life, and make a splash in the marketing world. Other days I am drinking and need to further my mini-helicopter aviation or become the expert brew master and create the ultimate home brew. This is in fact where Amazon begins to fail me. Instead of recognizing my mood and adjusting my recommendations it combines them. I become a high powered brew master looking for elevate (pun intended) his helicopter and marketing abilities.

Now I know what you are going to say... I could easily create two different accounts, but lets face it that is a pain. I also am just going to end up using the one with correct billing and shipping and I am back to square one. Instead I think Amazon should be the one adapting. Give me an option to set up a 'mood'. Let me choose to be a professional marketer or a professional mini-helicopter pilot. Better yet, recognize this mood and adjust only temporarily. I understand the process at work here, and I understand Amazon thinks it is merely getting to know me better but I also believe it is stepping on its own feet.

I think there is an opportunity to evolve - not only at Amazon but on similar websites and across the web. Maybe one day technology will go so far that the PC will actually be able to judge my BAC from my breath through the digital camera and adjust all my searches to be micro-helicopter related. Just maybe someday websites will recognize that not only am I a huge Bruin fan, but the Bruins are in the playoffs and offer me relevant information without the need for me to search. In turn when/if they lose offer me items to help me grieve. Evolution is a constant process - for now I will allow Amazon to see me for what I truly am - a creative marketer with a passion for (Bruins) hockey, mini helicopters, and micro brewing!

Images via Amazon and Chelseaevo

Innovate.

Image via weknowmemes.com

Window Shopping...?

The internet allows people to browse essentially the entire offering of consumer items Earth has to offer. You can shop in different towns, cities, and even countries from the comfort of your desk, chair or couch. However some people still enjoy the opportunity to go to the store. Get out of the house and see the pieces with their own eyes.

However, a new type of store is emerging. A virtual store front. The storefront (pictured below) offers aisles, products, store employees, and everything else you would expect from a brick and mortar location, however it actually does not house any inventory. The consumer browses the store and scans the bar codes of their desired product which adds it to their virtual cart.

At the end of their shopping spree there is a brief form to fill out essentially highlighting the payment method and where it will ship. There are of course a lot of business savings involved utilizing this method. There is no product to ship, less waste, less employees, and offers a clean and easy storefront for consumers. It also allows consumers to shop in these stores anywhere they are offered with simple delivery to their homes - there is nothing to carry out to the car. Lets say you were on a business trip but needed to grab a few things at the drug store... scan, purchase, and the products will be ready and waiting for you when you arrive home.

This is a great retail innovation and personally I can see something like this becoming a hit at airports and other travel hot spots. It also offers marketers a new opportunity. This is the hybrid of physical and digital. Advertisements and sales can be beamed directly to the scan device while in 'store' displays can still be utilized. New strategies can also be implemented - imagine a consumer who can just scan and buy. No planning, no pick-up truck for transport, no help required. Marketers can truly get creative in their attempt to target these unique stores. I expect to see a rise in this offering. Perhaps hybrid stores which offer the items on shelves as well as a 'to your door' service. A great idea with great potential. However, like most of the stories posted to the blog - time will tell!

Image via MarketingMag

Because - It is the Cup

The Playoffs in the National Hockey League are off and running. As this is the authors favorite sport - we are going to reflect for a moment on their new advertising campaign for the playoffs. The campaign, as the title suggest is "Because its the Cup".

Though I do like that they are playing up the most coveted hardware in all of sports, I fail to see how this campaign holds up to last years. This of course does not have anything to do with the outcome of last years playoffs. History will be made was able to reflect both on the past and present. It allowed people to both relish the events they had seen both recent and nostalgically, but it was amplified by the dramatic commercials. 

The playoffs are just getting started. I will look forward to see how the campaign develops as the playoffs move forward. In a few months there will be a team, a city, a fan base, and fans from all over the world will get a chance to see who raises the cup. However I still have little faith "Because its the Cup" will have inspired any of them.

3M(illion)

Confidence. Confidence can take you a long way. It not only can carry you to a lucrative career, luck with the opposite sex, a better attitude, but it can even inspire. In a recent guerrilla marketing inspired campagin 3M decided to put its money where its mouth is (literally?) when it came to its bullet proof glass. A simple bus stop advertisement for the protective glass now features $3,000,000 of cold hard cash. 

You read that right - three million dollars. The stunt is supposed to show how much trust they have in their protective glass. Arguably this may be one of the most expensive ad's we have seen, especially at a bus stop, however if the glass DOES in fact hold out the display would only merely be borrowing the money. It certainly has impact and you would be lying if you said you wouldn't stop at this ad to see if the money inside was in fact real. This is certainly a great example of a marketing stunt that both has a 'wow' factor and gets a clear message across to the consumer. I am not sure how many consumers have the need for bullet proof glass, especially ones riding the bus, but with the amount of noise the ad seems to have made I am sure plenty of businesses will give 3M another look.

If I am able to locate the address of this bus stop I will sure to release it out over the Twitter wire.

Window Shopping is OUT - Music Shopping is IN

MTV revolutionized the music video by bringing it to the mainstream media. Video did in fact kill the radio star. Since then not much as changed in the music video realm (however we did see Pop-Up-Video). We still have half naked models dancing,elaborate parties and stage shots of the band. However, just recently SENSE developed the world’s first interactive and 'shop-able' music video.

Yes you did hear me right. It is a music video in the traditional sense. There is people dancing, rappers doing their thing, of course these is music, however there is something new. Overlay-ed on top of the video are small squares with an "S" on them. When you mouse over the "S" it reveals a link to "Shop This Look". Essentially allowing you to shop for what the person is wearing in the video.


This is really an amazing idea and wonderful innovation. Think about what marketers can do with this - the future of this technology. It would change the "Who are you wearing" portion of the Red Carpet forever. You see (on television) a celebrity on stage and with a quick scan of your phone via traditional QR code you can see what bag she is carrying or the dress she has on. Beyond that you can go ahead and BUY IT. Take it a step further and apply it away from fashion and into every aspect of television. Lets say your watching a documentary and want to donate - a quick SHAZAM of your phone and you are taken to the donation page. It has the potential to change how people watch TV and view videos on the internet. I hope SENSE has the ability to see the amazing opportunity they may have stumbled upon - because if they do not someone else certainly will.

Viva Las Marketing.

Vegas Baby!

Las Vegas as long been a desirable destination for both business and pleasure. The strip illuminates the desert and creates an oasis of resorts, casinos, malls, and just about anything else you can think of. However beyond the special laws, 24/7 parties, and gambling, Las Vegas is also a very unique marketing opportunity. Vegas offers some of the most aggressive branding and marketing the United States has to offer. Hundred foot high banners and billboards, entire resorts covered with the faces of Donnie and Marie. Floors, bars, even roaming human billboards litter the city with an overwhelming amount of logos and branding opportunities.

This leads me to my question. Does Las Vegas offer a dystopian view into the future of marketing? Or is it merely an anomaly, the exception and not the rule. It may surprise you, but I believe this may be where we are headed. Marketers will take advantage of whatever they are given. If a hotel will allow a full sized banner on the outside - we will put a full size banner from the top to the bottom. I also do not believe that Las Vegas is merely and anomaly. Cities all over the United States have areas, such as Times Square, which are covered head to toe with branding and advertising. Now do not get me confused, I do not believe we will see suburban neighborhoods with logos on door ways and brand ads on the roof, however I do expect marketers to continue to push the envelope and continue to expand their canvas beyond magazines and television. 

I believe when billboards first started to arrive people then believed these would be merely confined to cities and urban areas, but now it is hard to go down any highway in the US without seeing a billboard. There really is only one way to find out where marketers will take it next, and that is to sit and wait. However I look forward to the next creative canvas marketing professionals will take advantage of. Whether is it merely more of the same or something brand new, I look forward to being a part of the marketing future. 

Images via Sin City

Inno-wait?

It is a balancing act. 

Men, Controversy - Let's take a step forward...

Lets take Wednesday to review. Lately we have covered marketing to men and also controversial marketing. Lets take a trip down memory lane and take a look at an ad, that by today's standards would be both controversial as well as a an ad targeted directly at men. It truly is amazing how far we have come. 

This ad would have been pulled so fast Belvedere Vodka's head would spin. It is almost a perfect storm, it has everything - glorifying men, degrading women, tacky neck ties. The days of "Mad Men" marketing seem to have come and gone. As our social standards change so does everything else. Maybe one day people will look back at our advertising and laugh about how ridiculous it is and maybe even how inappropriate. I am less interested in that and more interested to see how marketing is going to be done in the future.

There will always be targeted marketing and lets face facts - our standards may change but marketing will always toe the line of what is appropriate. In my opinion what will change most in marketing in the coming years is the level of localisation and ability to target. I am not saying it will reach out as far as lets say "Minority Report" but with all the analytics that take place today and technology surpassing our wildest dreams I do not think we are too far from a custom message greeting us in a mall. A message letting us know what products (which we have a history of buying) are on sale and what else would interest us. I mean everytime you land on Amazon's home page or Best buys site they immeadiatley let you know what you have been looking at recently. They even let you know what other products might be up your alley. It wont be long until this technology hits retail. 

You may be asking - how? How will the retail stores recognize you. Well that answer seems obvious doesn't it? Our cell phones have become the hubs of our lives. Soon we will have our car keys, wallets, health insurance, the whole nine yards all saved in our little virtual servants. Not to much longer after that they will be broadcasting our preferences to the retails stores, sending our spending history and data mining our habits. At that point the retail stores might even know what you want before you do! You may think this is invasive, but I don't. It is beneficial both to the consumer as well as the businesses involved. It gets you the information you need while encouraging sales for the business. It is a win - win, and personally I look forward to it.

It is exciting to speculate about the future, but for now all we can do is sit and wait! See you in the future.

Images from RetroJunk and BizTechEcon

Lets Talk Controversy

Two big advertising controversies have hit the news recently. Here is what I love about controversial advertising. First I love the fact that the agency knows exactly what they are doing (most of the time). They are willing to walk on the edge of the knife to make an impact. Secondly, they usually come up with a creative way to do so. It is all about balancing the right about of impact with the correct amount fallout.

Now lets take a quick look at these two previously mentioned ads. First, one of the largest sports brands on the planet - Reebok. Now I know most people in the USA thinks when it comes to sexuality in Europe - anything goes! Well apparently that is not true. Reebok launched an ad that asked men to   "Cheat on your girlfriend, not on your workout" - and these ads were placed in men's and women's locker rooms in 85 of the brand's partner gyms across Germany for two weeks. Is this really that bad? Its creative, its in the locker room, so I am sure it made more than a few people chuckle. In my opinion it is not even directly offensive? I suppose it promotes a negative lifestyle - cheating - however does it really offend anyone directly? Guess it does not matter, ads pulled, apology issued. I think however this was a great creative example of balancing impact and level of controversy and is worth a mention!

Now lets really take a walk to the edge. This ad hit a bit closer to home, here in the good US of A. Belvedere Vodka took a walk on the wild side with a very controversial ad which stated "Unlike some people, Belvedere always goes down smooth". Now it is safe to say that somewhere in the creation of this ad someone stopped and thought... "are we going to far?" Well allow me to step in, the answer is yes, yes you went way to far. Not that you couldn't predict the outcome, a beehive of angry feminist groups, human rights groups, hell pretty much everyone launched a full scale attack against Belvedere and their marketing team. To be honest, I am not even sure I think this idea was creative - instead (again this is Vodka we are talking about) it seems to be designed for shock and awe (which you could argue they did achieve - when was the last time ANYONE talked this much about Belvedere?). Poor taste Belvedere - I expect better from the liquor industry. Next time they want to walk the line, sexual abuse probably should not be your first stop. This was a bad example of a controversial ad. Lots of fall out - negative image - army of angry people. Maybe next time we stay a bit more P.C. 

Images via Reebok and The Week

Can Marketing Break Gender Conformities?

Marketing can be a very powerful thing. It can persuade, draw upon your deepest emotions, inspire you, and even bring you to tears. However there is one thing that even marketing may not be able to do. That one thing - get Men to WANT to drive a minivan. That however did not stop Honda from trying. A unique ad utilizing Van Halen (pun intended?) and a van that transforms into a panther is clearly designed to target men, and men only. The rock music echos as sparks fall from the sky behind the Man-Van.

Now I do appreciate the fact that Honda is trying to market this soccer mom-o-mobile to the everyday Dad. However I am not sure this campaign is going to work. In fact I am inclined to argue that though Honda will get some props for these great commercials, the more standard "utility vehicle" advertising campaign may actually work better. Lets face it, it is easy to appeal to the ego of Men, however there are going to need to be a lot of changes to the mini van before it becomes something men want to be seen driving. The only way you will ever catch this marketer driving a mini is if I end up with 12 kids and have no other choice.

However, I do not think it is impossible to change the image or preconceived notions of a product, in this case a car. Another car on the market that has often appealed more to women than men is the VW Beetle. They too have taken a new male-centric approach to their marketing. However as you can see below, it took a total overhaul.

If you would like my opinion I think this newly designed VW beetle just might work. They certainly took the "barbie" out of the bug and it really came into its own, dare I say, sports car? I will keep my eye on these transformations - it will be interesting to see in the future if these brands stick with their new approach or graciously fall back to their old methods.

Images via Autoblog and Facebook

Can You Recognize This?

It is amazing how much the general consumer absorbs over the years. Years and years of being bombarded with advertisement, slogans, product placement, you would think at some point it would all blend into a fog. Well guess what... it doesn't.

BrandSpirit is doing an interesting experiment by taking everyday products and turning them white. As you can see below there is a small bottle, no brand, no slogan, there aren't even any colors. Though simple, I bet that 90% of you readers out there recognize that bottle almost immediately. 

For those of you who may not have recognized it, it of course is a bottle of Tabasco Sauce. Now that I have given you an example, let me make my point. The packaging of a product can make a monumental difference. It seems like an obvious thought, products like Tequila, Vodka, Spirits in general, have been taking advantage of this for years. However other markets are caught up in the same packaging day in and day out. To stay related, Red Bull, for instance released their small thin can. At the time it did not seem like a big deal, but since then the brand has become synonymous with the design, other brands have even copied and executed their small can strategy. What is it going to take for products like cereal or granola bars for instance to change it up.

It is amazing how far a custom 5 sided hot sauce cap can go. Show some creativity - it will take you places.

Image via Brand Spirit

The Viral Mercedes.

Mercedes is known for their high caliber luxury cars. Generally the reason someone drives a car like that is to be seen. So why would Mercedes turn their car invisible? In Mercedes' latest viral campaign to promote their 0 emission (aka F-Cell technology) they made an entire vehicle disappear.

As you can see in the image above, the car is almost completely invisible (minus the wheels of course). So the question I am sure you are asking is "how?". Well if you care to see for yourself you can follow this link to the commercial hosted on YouTube. For those of you lazy readers allow me explain. One side of the car is covered with tiny LED lights, the other a camera. The camera sends the image to the LED display and thus creating the illusion.

When it comes to viral videos, this one is really done well. Not only does it get its point across, it is fascinating to watch the car disappear as it rolls down the street. It displays elegance while still achieving viral status. This is a great viral campaign for Mercedes. It may not be quite as in your face as the Old Spice ads, but lets face it, Mercedes has a reputation to upheld. I think the real question is how long until the invisible automobile hits the market? More importantly what is this going to cost?

Till next time....

Image from Techi.com

Pirated Copy or Clever Campaign?

Though this is not a brand new idea - it is certainly creative. The release of 'The Girl with the Dragon Tattoo' yielded a clever art design on its DVD in-case. Though you are not able to see this on the packing in-store (rendering it useless as a POP strategy), it is certainly a creative surprise to an unsuspecting buyer.

The DVD (as you can see) appears to be a burned and pirated copy, featuring not only the Sony DVD-R artwork but also the haphazard sharpie label. Every little bit of marketing creativity helps and this was both clever execution as well as a shout out to the content of the movie.  The disc is a tip of the hat to the stories main character who just so happens to be an elite hacker. 

When was the last time a marketing story broke that focused on CD or DVD Design? This is what I am talking about people - to create a unique and clever marketing campaign you do not need to re-invent the wheel or find a NEW avenue to market. Take an old process/execution and change it up. Sometimes the most creative ideas are right in front of you.

Images via Mid West News

Stay Creative!

Stay Creative - At All Cost

The Art of the Publicity Stunt

The publicity stunt can be a great method to get some quick viral attention. However not all publicity stunts are created equally. Lets take a look at a few recent ones and grade them on their effectiveness and the amount of attention they were able to gather.

1. Sacha Baron Cohen - Red Carpet 2012

You cannot fault Sacha for this stunt. Lets face it - this is what he makes his living on. Pushing the boundary, making people mad, acting completely off of his rocker. This is exactly what we expect to see from Sacha Baron Cohen. He not only managed to live up to his reputation, he actually managed to put a relatively unknown character on the map (The Dictator). Would I suggest this stunt to anyone else - not a chance. Humiliating a public icon is usually not the way to go. However the huge uproar he caused and attention received in the media parried with his previous work and reputation yields a grade of "A". Well done Sacha, we expect equally despicable stunts from you in the near future.


2. SXSW - Homeless Hot Spot

Homeless people are not usually the focus of a companies campaigns/publicity stunts. However at this years SXSW show, BHH Labs decided to turn the homeless people who gather around the event into a Wifi Hotspot show attendees could utilize. This stunt landed in the realm of controversial. On one side you can say they are employing the homeless, in a sense this was actually helping to thwart the problem. However on the other hand (where I currently stand on this topic) you could argue they were merely taking advantage of these people. Lets face it, there is no LONG term plan to help these people out, it was purely done for direct and viral publicity. It is not like this was a part of a larger "Stop Homelessness In America" campaign. In this sense the ploy for attention was distasteful. The general marketing world seems to be split on this topic, for that I will give this stunt a "C". Only because there does not seem to be a majority on either side of the topic and i will try to remain neutral (as much as possible).



3. Super Bowl 'PawnGo' Butterfingers in Boston 

Sporting events can draw a lot of attention and emotion. An online pawnshop (PawnGo.com) saw an opportunity to make some noise following the Super Bowl and dropped a thousand Butterfinger candy bars in Boston. Of course the wound was still fresh in New England - a second tragic defeat to the New York football Giants. This at first does seem like a 'cute' publicity stunt, and initially it did create a surge of visibility. That however wore off quick and the backlash began. First Butterfinger made a formal announcement condoning the action and denying any involvement. Then came the New England media, who again lashed out at the nature of the stunt. To make things worse, the backlash started to hit more closely to home for PawnGo - in the form of PawnGo's website and more specifically their comment section. I am not sure I need to go into any further detail about the type of comments left on their page, do I? They made a business (pawn shops) with an already poor public attitude (though surging on the backs of some new television shows) look even more sleazy than they already do. This is a great example of a publicity stunt gone wrong. This stunt gets an "F". There was way to much backlash and clean up required to right the ship after the stunt, especially when you weigh it against the slight initial positives achieved. PawnGo may be better off sticking to more standard methods of Marketing, both now and in the future.


Stay tuned - we will be sure to drop in some more judgement, just as soon as the next publicity stunt hits the media!


Images via Belle News, TakePart.com and Herald Sun

The Marketing Response.

Today's viral videos do occasionally come from us marketing pros. However, lets face it - viral videos tend to be a long list of party tricks, celebrity mishaps, and the occasional fall and accident. You could argue that when a business related viral videos DO come around there is about a 50/50 chance it reflects the company negatively. For instance, this last December's FedEx viral video. If you are unfamiliar allow me to sum it up. A FedEx delivery man did his best Tim Tebow impression and threw a 40" flat screen TV over a wall into the buyers back yard.

Now that we covered the video, let us take a look at the reaction. FedEx responded by apologizing. Apologizing and firing the delivery guy. They took the negative video and arguably brought MORE attention to it by not only acknowledging it but by again burying their loyal customers in apologies.

Some PR people and marketers may say they did the right thing. They (arguably) had to step out an let the public know this is not how FedEx operates. I however am not one of those PR/Marketers. I find myself in a different camp.

This marketer would suggest the following - take advantage of that negative viral video and make it into a POSITIVE viral video. Has FedEx ever produced a positive viral video? Let me now reference quickly an example from the best hockey team on the planet, the Boston Bruins. 

The Bruins were caught in a situation where a viral video of an intoxicated female kicked a large hole in the wall of the ladies bathroom. How did the Bruins respond? Instead of apologizing for over serving, or the rowdy fans, or even going on a witch hunt for the girl responsible, the Bruin's marketing agency released a video of the Bruin Mascot fixing the hole and a message read: "Never Disrespect The Garden". This was taking advantage of a bad situation.

If I were FedEx, I would have taken advantage of this free publicity and spun it to a positive - just like the Bruins were able to do. Create a commercial where FedEx threw the delivery guy over a wall (and off a cliff?). Show the other side of the fence where a ball pit caught the TV and everyone cheered. Most importantly, get that video released FAST, before people forget. Of course I would have ended the commercial with a message letting the public know that FedEx does not condone the behavior (yeah, so what - I compromised). 

There is something to say for making the best of a bad situation, however if you can take that bad (viral) situation and turn it into a marketing sensation... that is an opportunity you cant miss. Better luck next time FedEx.

Images via Twitter and Sports of Boston

The Marketing of Fear - Creativity in Apps

What is a better motivator than the fear of humiliation - especially in front of your peers. Marketers have often used fear as a motivator - have you ever REALLY watched daytime television commercials? There are more diseases and maladies out there than you can shake a stick at, but don't worry we probably have a drug for it (side affects too).

The creative Brazilian sustainability institute Akatu and agency Leo Burnett Tailor Made created a custom app to save you in ONE of these many humiliating moments, one I am sure all of my readers have experienced. This moment is unique to the bathroom. 

The app creates FAKE shower sounds to help mask any... other... sounds that may be coming from the bathroom you currently occupy. Now I would first like to applaud the company for this creative idea. However immediately after that small round of applause I would like to talk about the reality of this app. If you are using this app we can assume a few things. First - the bathroom you are in has a shower, second there are people around who you do not want to hear what is about to really happen. 

I for one can only think of a FEW times in my life this is going to work. What is worse... making unsightly sounds in the bathroom, or coming out of the bathroom to "were you taking a shower? Why is your hair dry? Did you use my towel?" Or worse of all "Why does it smell like air freshener?" 

What is stopping you from turning on the real shower? The fear of wasting water? Lets face it, if you have this app you clearly have a larger fear at play here. I give this app an "A" for thinking outside of the box, I mean if "Draw Something" was sold for $200 million I am sure this has got to be worth something! I also applaud the thought of bailing anyone out of an  uncomfortable situation. However in execution I give this app a "D" because I can not think of enough situations to validate the usage of the app!

Stay tuned for our next creative App review!

Marketing Optics.

With all the clutter in the world of outbound marketing how often does an ad stop you in your tracks. I don't mean how often do you stop to appreciate an ad (which I am sure happens a lot more for us marketing pro's) but I mean stop where you are and stare. Stop to take a picture. Tell your friends about it. The below method is a very creative way to make an impact.

No you are not looking at a giant Sony Laptop. What you are looking at is a painting done in the public domain. A 2D painting done on the floor in this high traffic area. The painting is an optical illusion and gives you (from the right angle) the illusion of a full 3D laptop impeding on your path. Now psychologist say that not everyone sees and experiences visual illusions the same way (i.e. the cross eye secret images - remember those?) but I think everyone can agree that this is a great marketing idea. Stepping again outside the box to create something special!

Image via newopticalillusions.com

We Imprint Everywhere Else...

Sure, us marketers are always looking for the NEXT place we can slap a logo. We put them in your face whether your driving, working, watching television, there pretty much is not a moment that goes by without seeing an Ad. There has to be something we have missed... people?

Now I know there have been a story or two in the media where people have sold their skin and received a tattoo in return for monetary compensation, lets not go that far. I call it the Skin-Print.

A very clever clothing store in New Zealand found a way to print their logo (nearly) unwillingly on the everyday traveler. Not only would they be able to print on these pedestrians, if I do say so myself, they got some great ad placement. Placed at malls, bus stops, and even parks this clever marketing strategy left its mark (literally, for up to a full hour).

I am not sure if this marketing strategy ever did make it into implementation, but they get two thumbs up for coming up with this unique and innovative marketing program. Keeps your eyes peeled for these next time  you strap on your short shorts!

Image via http://consumerist.com

Welcome...

To kick off my first post here at MktN I thought I would blend a few things I love. It is going to be a little bit of Hockey, a little bit of beer, and a helping of creative marketing. One of the biggest changes this year in the NHL was not the addition of new rules or a new VP of player safety, instead it was the resurgence of the Winnipeg Jets.

One beer company (or should I say THE beer company) AB, saw an opportunity. If you have watched any hockey this year you would know the fans in 'Peg' are among the most passionate fans going and now beginning just recently at the end of February AB will be selling those fans Winnipeg Jets Beer.

What do you ask makes this beer unique to Winnipeg. Well first off the water used in the brewing process was taken directly from Winnipeg. Not only was it collected there is was actually brought into the public to be bless by the Jet's fans. Lastly - the water from the very batch used to brew was even poured onto the ice surface that players have been playing on all season.

Not only was this a creative way to sell beer, it was a great way for a notoriously American beer company to break through in a strong Canadian market. The beer also is only available for a limited time making this collectible and immediately associated with the return of this storied franchise. A franchise and fans (with Jet's beer in hand) that is now racing to the finish in the Eastern Conference fighting for a playoff spot. 

I am sure fan bases all over the world would love the opportunity to grab a hold of their favorite sports team's beer - a rare chance to mix some of their favorite things in a unique and creative way. A (toss?) tip of the cap to AB for this creative marketing program and I hope to see more - maybe a bit of Boston (Bruins) Lager Sam Adams?

Image via http://ca.finance.yahoo.com