If you're on Facebook (and who isn't, really?), you probably have already seen this campaign for Intel.
http://www.intel.com/museumofme/r/index.htm
Not only is it an awesome execution of technical prowess, but it's also an instantly viral campaign. I doubt when the developers set out on this mission, their task was to "make something go viral." Yet, how many times do we hear that we should create a "viral campaign."
In this focus group of one, no such thing exists. Something goes viral because it's cool, it's trendy, it's topical, it's fun or any one of a number of other good reasons... but... never because the client said so. In fact, I believe that the harder we try to be viral, the worse the campaign gets.
I'd love to see the analytics on this app (it has 170,000+ likes and over 83,000 "shares"). I saw it yesterday -- pretty sure that's when it launched. I've seen it no less than 20 times since I clicked on it, watched in awe and forwarded to everyone in my company.
Bottom line, worry less about making it viral and more about making it engaging, interesting and entertaining.
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What it means to "go viral"
Tags: viral
Posted in Creative Best Practices, Media Planning & Buying, Social Media, Word of Mouth | 1 Comment »
Why Privacy Matters
By now, you've probably heard the banter in Congress and across the country about the potential for federal regulation of data collection and behavioral targeting online.
http://kerry.senate.gov/press/release/?id=59a56001-5430-4b6d-b476-460040de027b
“Americans have a right to decide how their information is collected, used, and distributed and businesses deserve the certainty that comes with clear guidelines." [John Kerry]
Most marketers are skeptical, if not downright afraid of what this will do to digital marketing plans that, right now, know a lot about the people who see their ads. It's no secret that Google has been profiling online behavior for years... it's the nature of search. Facebook is now able to target ads based on content in wall posts. And, of course, advertisers are able to take advantage of the behavioral targeting abilities of numerous websites. We all know that data is king. It probably is the next social media. But, how we use the data will determine if the government regulates our industry, or we do it ourselves.
Marketers don't need to be scared of privacy. In fact, in my opinion, we should embrace it and implement it quickly across the board. It's pretty much a guarantee that whatever we come up with will be better,... Read more
Tags: Ad Networks, advertising, Data, google, media, Privacy, trends
Posted in Ad Networks, Media Planning & Buying, Targeting, Websites | No Comments »
Why is recruiting for top media talent so hard?
First off... this is my first blog post. Ever. I just never really think that people care about what I think. I mean, I know I have a lot of opinions... but do you care? Well, I guess we'll find out...
I recently relocated for a new job. I was fairly choosy in where I wanted to go and why. When I got here, one of my first charges (after filling out the proverbial paperwork), was to organize and staff the department for success. I needed 5 (yep, FIVE) people to join a talented and smart, but young team already in place.
We started looking, recruiting, mining LinkedIn and all the obvious places. Talent was really scarce. I should clarify. GOOD talent was really scarce.
So, I know the recession hit the ad industry pretty hard. But, it appears to have rebounded nicely for talented digital, media and developing pros. We quickly realized that we were competing with sister companies in the same building to huge client engagements across town and across the country.
But, why is it so hard to find top talent?
I have a theory:
Back in the first dot com crash in late 2000, many of the young upstarts who opted out... Read more
Tags: advertising, hiring, Jobs, media, recruiting, talent
Posted in Media Planning & Buying, Opinions | No Comments »
