Archive for November, 2010

What has happened to Relationships?

Posted by Dean Vegliante on November 30th, 2010 at 10:24 pm

Article Highlights

Are the efficiencies in the digital marketplace killing relationships? 
With all great products and services, there is always a human element.
Can a focus on efficiency still motivate publishers to produce quality content?
Personal relationships are still crucial to business in the digital marketplace.

A few months back at a conference, I heard something that was extremely relevant to an ongoing fear I have in respect to good old fashion business principles; “While efficiency is important, it’s not the only indicator for success, and sometimes, there are downsides to efficiency.  As an example, McDonald’s makes hamburgers more efficiently than anyone on the planet, but if you eat too many of them, they will kill you.”  
Are the efficiencies in the digital marketplace killing relationships?  Having spent the last 12 years in digital, my core focus was -- and still is -- around relationships. Whether it is building businesses, selling, deal making, networking or providing referrals to help  fill  roles for myself or friends in the industry, it all comes down to the relationships we build and maintain. 
What happened to face to face meetings, handshakes, professional entertaining and picking up the phone? Does the person ultimately writing the big media checks still get to call... Read more

Coke Zero taps its inner Tron nerd

Posted by Lori Luechtefeld on November 30th, 2010 at 9:30 pm

What do tech geeks and Tron geeks have in common? Pretty much everything. Which is why the Coke Zero-sponsored Tron LiveCycle mobile game just makes a whole heck of a lot of sense.
Created by Crispin Porter + Bogusky, the iPhone app (Android coming soon) lets you build your own light wall as you walk through the streets. (If you don't know what a light wall is, don't worry -- this game just isn't for you. And congratulations -- you probably managed to get a date in the 1980s.) In any case, the larger the light wall you build, the more likely other game players are to crash into it.
Of course, such a game requires other players for it to truly be the immersive experience the brand intends. So only time will tell whether the legions of Tron fans out there will decide to get in the Grid -- or if there will just be a handful of lonely light cyclists circling the block.
Stay informed. For a look at other well-executed branded social media moves, attend the iMedia Brand Summit, March 6-9. Request your invitation today.

We are Facebook: Resistance is futile

Posted by Scott Severson on November 30th, 2010 at 8:40 pm

The “Borg” are a race of cybernetic humanoids from the Star Trek universe. They are an unstoppable alien juggernaut that assimilates whole cultures and their technology into their “collective.”  I am becoming increasingly convinced that when Mark Zuckerberg was writing his business plan, he was watching rerun episodes of “Star Trek: The Next Generation” and was inspired by the Borg’s growth strategy.
 By all accounts, Facebook is an unstoppable juggernaut. In Q3 2010 Facebook served 297 billion display ad impressions. This is a 23% share of the U.S. display ad market. As a point of reference, Facebook’s ad impression market share was 9% in Q3, 2009. (Source: comScore)
Facebook has done an amazing job of assimilating the ad impression universe, and they’re showing no signs of slowing down. For the advertising community Facebook presents an interesting challenge. While Facebook offers advertisers an almost creepy level of targeting, their ad platform could be so much more. The conspiracy theorist in me thinks that Facebook is well aware of what their ad platform could be, but they are waiting until post IPO to roll it out for a staggeringly easy revenue win. 
There are three glaring omissions in their current ad platform. First would be... Read more

Can Auto Safety Ads Go Too Far?

Posted by Julie Roehm on November 30th, 2010 at 8:05 pm

In 2007, there were 10.6 million automobile accidents in the U.S., according to the Census Bureau. "Per mile driven, teen drivers ages 16 to 19 are four times more likely than older drivers to crash" according to the Centers for Disease Control and Prevention (CDC). The CDC also states that:
Among teen drivers, those at especially high risk for motor vehicle crashes are:

Males: In 2006, the motor vehicle death rate for male drivers and passengers ages 15 to 19 was  almost two times that of their female counterparts.
Teens driving with teen passengers: The presence of teen passengers increases the crash risk of unsupervised teen drivers. This risk increases with the number of teen passengers.
Newly licensed teens: Crash risk is particularly high during the first year that teenagers are eligible to drive.

Frightening statistics whether you have teenagers at home or are a driver of any age. But do these statistics justify graphic, disturbing, and sometimes gory public service announcement (PSA) television ads? You be the judge.
These first three ads are from Volkswagon. This car company has frequently been on the forefront of progressive, clutter-breaking advertising. The Safe Happens campaign ads are no exception. This first ad features two friends simply talking as... Read more

All Pinked Out: Do Boobs Really Need This Much Support?

Posted by Lindsay Rose on November 30th, 2010 at 7:34 pm

October’s onslaught of pink ribbon-emblazoned shirts, hats, water bottles, stand mixers, and even shoes on NFL players has left me all pinked out. It's not that I think breast cancer awareness is a horrible and unworthy cause, but why should this one cause get so much attention? To avoid this post taking an ugly turn for the negative, let's look at what the marketing geniuses behind these campaigns do so well.