Tagged 'Vibrant Media'

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

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

Consumers are Focused on Content. Are you?

Posted by Jonathan Gardner on October 24th, 2012 at 8:06 am

So how can you make sure your ads will be seen? Get ads into the content stream. It’s where you and every other consumer on earth spend the bulk of their time: watching, listening and reading content.

5 Mobile Rules from Top Marketers

Posted by Jonathan Gardner on August 14th, 2012 at 6:31 am

Portions of this article appeared previously on Mashable.com.
Let’s face it: mobile advertising still has a long way to go. Facebook finally announced its latest and greatest mobile-ad effort last week, but smart industry folks say it still leaves much to be desired. And even though more money’s flowing toward mobile, the dollars spent on mobile marketing still don’t come close to aligning with the amount of time we spend with smartphones in hand. In fact, some say that the only reason mobile pulls in ad spend is because it’s so  damn cheap.
Even so, it seems inevitable that mobile’s share of spend will continue to increase – if only because it already owns such a significant share of mind. Mobile also has serious potential to perform for marketers. A Nielsen report out this week showed a shorter time to purchase and dramatically higher purchase rates among mobile consumers. And leaders at trailblazing agencies are putting serious effort into setting the mobile agenda for the rest of the marketing world.
Mobile has transcended its role as a connection and convergence device. In the words of Starcom MediaVest Group’s Jesse Missad, “it will be part of every communications plan.”
I spoke with Missad and... Read more

We’re Going Mobile: Can You Hear Me Now?

Posted by Jonathan Gardner on February 21st, 2012 at 8:26 am

There’s no question that our transformation to a mobile society is already underway. Broader adoption and better integration of mobile technologies will permanently alter the ways we interact with our customers and with each other.