Archive for Christoph Babka

Be the Trend: Winning the Race of Real-Time Social Marketing

Posted by Christoph Babka on July 8th, 2013 at 10:21 am

It’s not enough for brands to follow trends reactively.  In today’s fast-paced, hyper-connected media-saturated world it’s not the first horse out of the gate who wins, but the thoroughbred already in mid-stride.  What galloping steps can brands take to edge out the competition and maintain their lead?
First, let’s look at a general objective of any brand’s real-time social media campaign:
Instantaneously drive social engagements when unexpected events spontaneously trend online.
Looking at Oreo’s popular “Dunk in the Dark” campaign during the 2013 Super Bowl, you can see social activation in action:

First, an unpredicted event occurs – in this case the stadium blackout.
Immediately, Oreo’s social agency 360i is activated to create a response to the event – social feed on Twitter/Facebook, custom creative, hashtag
Then, the agency posts their response onto Oreo’s social networks – Facebook & Twitter
Once launched, posts, comments, retweets, and shares are collected.

By reacting within 8 minutes of the event, Oreo was able to collect 15,000 retweets and more than 20,000 likes on Facebook within 24hrs.
Seems easy enough, but there are inherent challenges to this process:

REACH: Consumers only discover a brand’s viral social trend if they’re connected on Facebook or Twitter within the trending window.
VIEWABILITY: Only 35% of friend posts on... Read more

Cyber-Santa: Harnessing Social, Mobile, and Digital to Find the Perfect Holiday Gift

Posted by Christoph Babka on December 3rd, 2012 at 10:05 am

Attention holiday shoppers, instead of scouring stores thinking, “What would this person want?” start from the comfort of your own home. With today’s digital tools, here are three tips for leveraging digital media to get a gift that tugs at the heart.

Halloween: The Celebration of Dramatic Re-Branding

Posted by Christoph Babka on October 31st, 2012 at 7:00 am

Go into any Halloween superstore and you’ll find a plethora of packaged costumes, cheaply constructed and relatively affordable. Inside each plastic satchel is the promise of transformation – for one night you can become Freddy Kruger, Alice in Wonderland, or even Snooki. On All Hallow’s Eve you’re given permission to tap into a latent dimension of your psyche, and express your hidden desire to be scary, funny, or sexy.
In the context of advertising, Halloween is an individual’s opportunity for disruptive rebranding.
364 days a year you present yourself to the world within the fixed parameters of your personality and identity. Some days you’re more pleasant than others, but unless you’re bipolar or suffer from multiple personality syndrome your identity typically falls within a specific predictable range.
The same hold true for brands.
While Oreo exuberantly celebrates its 100th anniversary and even releases a candy corn flavored cookie for Halloween, it steadfastly maintains its core identity. According to Becky Tousey, Kraft Foods’ corporate archivist, the brand’s message has maintained a consistent theme throughout the years. Tousey told ABC News: "The focus of advertising was on the fun of eating Oreos, the fun of the parts of the Oreo. It has that theme of the enjoyment – the twisting, the... Read more

From Mixtapes to Playlists: Media Personalization in the Digital Age

Posted by Christoph Babka on October 12th, 2012 at 9:01 am

As consumers, we are compelled to not only own products, but to make those products our own. Personalization stems from a desire for control and a passion for self-expression. Experts who identify or create trends in culture are now commonly called “curators.”  Anyone who creates a Facebook page or programs a DVR is a master at curation – taking mass media and grouping elements together to illustrate what they like and, on a deeper level, who they are. Curation is an art form that technology has made accessible to the masses.
A long, long time ago – or rather back in the early 90s – I was known for creating the “raddest” mixtapes. With a poet’s precision and a mathematician’s wizardry, I’d create a journey of aural adventure etched onto a dual-sided canvas of blank cassette tape. What devastation when the record button slammed up with 7 seconds remaining of Tone Loc’s “Wild Thing!” My teenage brain frantically searched for a shorter track that would organically flow from “Bust a Move.” The process would take an entire evening, but in the end I would have a mosaic of sound that would serve as an epic birthday present, acclaimed party launcher, and... Read more