'Opinions' Category

How state tourism offices are selling adventure

Posted by Doug Schumacher on May 19th, 2015 at 9:05 am

Tourism is a business category rich in emotion and excitement. In this post, we’re going to analyze the content posted by state tourism offices and see what themes they post about the most, and how they talk about them.
We’ll start by taking a look at only the most powerful topics posted about by this industry. Topics used 50 or more times, on a single network, from Feb 1 – Apr 30, 2015.  You can see these topics in the word cloud below. There are a number of interesting themes to explore here. Family, weekend, adventure, festival, winter and spring. What I’m most curious about is to see how different brands approach the same subject. Do they post on the same networks, use the same type of content, and talk about the same related features.

For this exploration, I’m going to select ‘adventure’. This topic should appeal to a broad range of tourists, and should be interesting to see how different states approach it.
Below is a breakout of all the posts using the term ‘adventure’. In the Posting By Day and Engagements By Day charts, you can see this topic was used by most of the 9 brands analyzed here. Looking at the Top Related Terms cloud, we see topics... Read more

Mad Men Signals the End of Traditional Agency Roles

Posted by Roy de Souza on May 18th, 2015 at 8:10 am

It’s heart-wrenching to watch the final episodes of “Mad Men” and watch the market researchers come in and the intuitive creatives go out as Sterling Cooper Draper Price gets absorbed into McCann Erickson, especially if you are still in advertising and realize that was just the beginning of the struggle of the agency concept to survive. With its mystique diminished, the former Sterling Cooper staff is nothing more than a half dozen arms and legs to add to a McCann meeting.
Over the past forty years, agencies have only gotten larger and larger, combining finally into holding companies, almost as if they are huddling together in a single tent to fight off an invader. The marauder, of course, is change itself.  The growth of television and its quick rise to supremacy over print as a way to reach audiences was contemporaneous with the appearance of the first mainframe computers in agency back rooms. It’s almost as though the new medium demanded its own new tools.
Outside the agency things were changing just as quickly.We saw Peggy Olsen become the first woman to rise out of the secretarial pool and the introduction of Tampax and Topaz Pantyhose as brands that represented the growing... Read more

How about Comedy Videos in Cosmetics Marketing?

Posted by David Murdico on May 15th, 2015 at 4:07 am

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)

VIDEO: https://www.youtube.com/watch?v=ODu245xgGUk&feature=youtu.be
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

3D Projection Mapping vs. Augmented Reality: Q&A with Go2's Adrian Scott (Concl)

Posted by Rick Mathieson on May 13th, 2015 at 5:37 pm

"Like magic before your eyes."
That's how Go2 Production's Adrian Scott puts it when comparing 3D projection mapping to most virtual and augmented reality experiences requiring mobile phones, Oculus Rift, Google Cardboard or other consumer devices to enjoy.
In the conclusion of my recent conversation with Scott, we talk about a 3D projection experience we developed for Seagate Technology's brand relaunch at CES this January.
Playing off the "data tile" elements of Seagate's new Living Logo (the world's first patent-pending brand identity), the experience (video at top) features the voice talent of William Lyman (narrator of "PBS Frontline"), as well as an original score from from Alain Mayrand, who did orchestrations for the movies "Ender's Game" and "Elysium").
Be sure to check out the behind-the-scenes video, too (directly above).
And then listen to the finale of our audio interview, where you'll hear about some of the considerable challenges associated with trying to pull off a 3D projection like this in the middle of the day, in a very unconventional space—and about Scott's favorite 3D projection project ever.

CLICK HERE TO LISTEN TO: 3D PROJECTION VS. AUGMENTED REALITY - A Q&A WITH GO2'S ADRIAN SCOTT (Conclusion)
(Approx 4:47)
PLUS:
LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection... Read more

5 Things Video Game Execs Need To Know About Marketing Games

Posted by David Murdico on May 13th, 2015 at 3:31 am

I know, video game and app marketers are some of the hardest working people on the planet, and I no doubt have the HIGHEST respect for what they do at all hours of the night - and no I'm not talking about their private lives.
Still, working on the creative, strategy, video, marketing, social media and PR side of game and app promotion, I see important actionables and accountabilities slipping through the cracks.
So, take this as intended - or hate me. Just don't do both at the same time. I confuse easily.
1. Be authentic to your brand, game and fanbase
I don’t care of your game involves stacking cherries on top of ice cream before it melts, or shooting hookers in the street. Own it. I remember running a campaign for Street Fighter X Tekken where we weren’t allowed to use the word “badass” in our social media updates. The game was about kicking people in the face.
There’s a huge disconnect between the desires of the fans and the politically correct spew coming out of the marketing spokesholes. It’s not their fault. It;s the system.
2. Allocate budget for promoting contests, giveaways and commissioning influencers
Players and fans don’t just magically appear - especially... Read more