Tagged 'viral video'

Why Earned Media Will Get You Fired

Posted by Keith Pape on July 11th, 2013 at 11:10 am

Integrating marketing strategies requires hard work. I’ve learned this lesson well during my twenty-year career.
I’ve also discovered that with every step forward we make in this industry, there is always a new fad ready to set us three steps back. The most dangerous offender at this time being the one-hit wonder, or even worse, the one-trick pony that fools us into believing that we can get by with spending zero dollars on advertising. Earned Media has flashed its one-off successes, and our ADD has kicked in. We believe it to be our savior to ever having to spend big money on advertising… a misconception that can reap disastrous results.
“But, what about Oreo?” you say.
Oreo took advantage of skill, planning and a bit of luck, which showed us that with proper preparation, real-time execution can be effective… under the right circumstances.  Red Bull has shown us that a commitment to amazing content and people can elevate a brand far beyond the ingredients of their products -- but that doesn’t make it the right solution for your brand.  We have a lot to learn from unique, individual brands and their extraordinary executions, but that doesn’t mean we can short-cut the hard work... Read more

Creativing :: One measure of Steve Jobs’ impact, Facebook’s Timeline issues, and Google to be the largest content producer

Posted by Doug Schumacher on October 6th, 2011 at 8:42 am

10 links that point to the future of digital marketing:
Yves Béhar: Steve Jobs Changed My Life - Forbes
There are a lot of Steve Jobs eulogies going around, but I really like this short POV. It puts Jobs' impact in a very simple perspective. How much time do you spend with Apple products, compared to any other brand out there. Well put.
Facebook Reveals More Details About Timeline, Including an Approval Process for Open Graph Apps
Timeline is going to be one of the major changes in Facebook's UX to date. There are some interesting issues surfacing, ranging from user privacy to spam prevention, covered in this post.
Google Will Be the Largest Content Producer
This should remove any doubts on the importance of content in your marketing mix.
8 Takeaways From Facebook’s Guides For Public Figures
People are brands too. Or is it brands should act like people? Either way, what works for celebrities can often be carried over to brands.
Facebook now the size of the Internet in 2004 - The Space Between @ & WWW
I think this stat is way more compelling than comparing Facebook to a country, which is pretty abstract IMO. But if you think about the Internet in 2004, how many companies... Read more

Get ready for "We want some Old Spice"

Posted by Uwe Hook on July 28th, 2010 at 6:06 pm

Kudos to the marketing department at Old Spice and all the folks at W+K: Brilliant idea, great execution. Problem is, all other agencies, small or holding companies, are in deep, deep trouble. I mean, deeeeeeep trouble. If I was a betting man, I would say at least 100 marketing executives will talk to their agencies this week alone and demand: "Give me some of that Old Spice." Just like they asked for some of that Second Life, some of that viral video. Remember Subservient Chicken? You ain't see nothing yet. (And, as you can see below, Cisco was the first to jump on the bandwagon.)
The advertising industry loves copying successful ideas. After getting the briefing from account services, my first Creative Director locked himself in the office to go through obscure advertising annuals (Mongolia, anyone?) and Luerzer's Archive. Just to mash-up Czech print ads with Nigerian TV commercials. And lose account after account.
Brilliant advertising takes time. Time to develop a trusting relationship between client and agency. Time to understand new technologies and how to use them effortless and appropriately. Time to understand the brand. Time to understand the culture of the client. Time to fail. Time to almost fail. Time... Read more

A Seminal Moment In The History of TV

Posted by Jim Nichols on October 9th, 2009 at 12:00 am

One of the highest rated TV shows writes and produces what will likely be its most watched episode of the season. The centerpiece? A parody of a viral UGC video from YouTube.  
Go here if embed fails to appear. http://www.hulu.com/watch/101187/the-office-forever     Aside: Bob Vance of Vance Refrigeration has got moves! Am I right?

Apatow schools marketers on viral campaigns

Posted by Nanette Marcus on June 2nd, 2009 at 12:00 am

NBC's hottest new sitcom is "Yo Teach!" starring Mark Taylor Jackson. Or at least NBC and Judd Apatow would like us to think so.
This viral marketing campaign launched last week to promote Apatow's latest flick, "Funny People." The film features the fake TV series, which spoofs popular cheesey sitcoms from the '70s and '80s where teachers helped troubled teens in the classroom while hilarity ensued.
Apatow and his team give the fake series an authentic vibe with NBC on board to promote "Yo Teach!" through a fake website at NBC.com, complete with an opportunity for "Yo Teach!" fans to pre-order the series on DVD, check out photos from the shows, and explore a seemingly fake community area. There's also a "Yo Teach!" YouTube channel.
I have to admit that I'm a bit sad that "Yo Teach!" isn't real. It's the kind of cheeseball comedy I'd likely watch at least once, particularly because I love Jason Schwartzman (aka Mark Taylor Jackson). The viral campaign, though, piqued my curiousity enough that I'm excited about Apatow's upcoming film -- and I've yet to even watch the "Funny People" trailer.  
Check out the "Yo Teach!" promo video below.