in China, in 2015, consumers report that they're spending a full 51% of their smartphone time playing games, which is great news if you're developing, publishing or marketing mobile video games!
PR has evolved. The ubiquity of social media and 24-hour access to journalists, bloggers, publications and blogs by practically anyone, combined with an increase in mobile games, apps, startups and new products launching every day, the PR game has changed significantly, resulting in a lot more competition.
PR is even being used for KickStarter and other crowdfunding campaigns to draw attention to products and services that don’t even exist yet! That was territory previously reserved for big brands, to build pre-order excitement.
Journalists and bloggers are being bombarded daily from all angles with phone calls, emails, Twitter pitches and other social media tactics.
Unless you're launching something that has brand recognition - like Star Trek - is amazingly disruptive or have a hilarious video or social media campaign at the ready, hold off on your PR pitches and press releases until you’ve built a newsworthy story, because very often, simply the fact that you launched is not newsworthy enough.
The old way of PR was to write a pitch and a press release, distribute the press release the morning of the launch, or maybe a week early to give the media a heads up, and pitch the media. The problem was, what if simply the... Read more
My agency / production company Supercool Creative recently produced an animated video for a cool, functional, new product called Swoon - part scoop, part lip gloss applicator. Before that experience, I seldom equated beauty or cosmetics marketing with comedy, but rather pouty lipped stick figures stalking a runway amidst a barrage of camera flashes.
Probably the closest I got to comedy is when one of the models had a heel malfunction and took a topple. I don’t want to see anyone get hurt, but I do love me some physical comedy.
Well here's how you do it:
Set up the consumer problem / what's the challenge?
Create an amusing story to explain it
Deliver a sitcom-like conflict for comedic effect
Get as edgy as you can
Use good natured violence if possible
Let the consumer know how to buy the product! - most important!!
Show two girls kissing awkwardly at the end, with a creepy accountant lurking (optional)
So, the answer is yes! The typical beauty / cosmetics / fashion spot is about as compelling and original as the typical car spot with the obligatory shots of the car making a hairpin turn against a scenic background, or sitting in a perfect soundstage with perfect lighting. All cars can make... Read more