Digital Hive

Way to engage, AOL!

Very rarely do I see a promotional idea and think "COOL". More rarely still is it couched in the context of entertainment and *gasp* reality TV! (The horror). But, this may be the best use of broadband i've seen in a long time...and a fascinating way to draw tv viewers online, blur the lines between media channels and bring sisomo to life. Read about it here

AOL has partnered with the creator of Survivor Mark Burnett to produce an online series called "Gold Rush" that will send participants around the country in search of buried treasure. Numerous touchpoints and opportunities for engagement are scattered throughout the show - keeping users engaged online and connecting geographies via the web.

According to the MediaWeek article, "In addition to the video clips, clues will be placed throughout the AOL network on sites like Moviefone and Mapquest.com, and viewers will be able to register to receive notifications of upcoming clues via AOL Instant Messenger or various mobile devices during the work day." It's a cross-channel promotion extravaganza!

Mark explained that his idea is rooted in how consumers' media use patterns are shifting: “I kept hearing more and more that so many more people are online between nine and five pm each day than are watching TV at night between 8 and 11,” he said.

I'll just say Way To Go AOL for staying on top of this 'first'.

How do others feel? Shameless attempt to keep the reality genre alive? Serious workday productivity reducer?

Be very very afraid

You probably already read this NYTimes.com article (reg. req'd)  about how millennials (aka Gen Y) are using channels. It's being blogged about in a lot of places - because it's really interesting stuff.

Click the visual at left and a full-sized version will pop up - and get ready to be shocked. It's a sampler of how one millennial (Karell Roxas, 24, a senior editor at Gurl.com) uses channels throughout her day.

A few interesting points:

• while she's at work, she's simultaneously using email, IM, the web, online music/podcast as well as mobile music (how she avoids a migraine is beyond me; my assumption is that she is only barely paying attention to each)
• she jump starts her day with a broad but shallow channel smorgasboard - quickly snacking from broadcast TV, radio, magazines and online to see what's new in her world - grazing from media like it's a food bar she passes en route to the office

So what do we do with this? It's certainly no surprise that folks are more comfortable with the barrage of information and channels we marketers throw their way - and that folks surf the web while watching TV. One expert interviewed for the article explains that for the millennials, "reliance and trust in nontraditional sources - meaning everyday people, their friends, their networks, the network they've created around them - has a much greater influence on their behaviors than traditional advertising." Which we also already knew.

What seems different to me is how empowerment and access might be changing how these people think of themselves and relate to others - starting with how critical "being connected" is to these people's self-concept and sense of happiness and fulfillment. Karrel says "to really unplug, while an attractive idea in theory, she said, would be to risk being swept aside by a virtual torrent of information - or, worse, being forgotten." The very act of being connected is now a social value of sorts.

Another wrinkle - too much groupthink? "You've got a group of kids who are unbelievably, incredibly loyal to each other," another expert observes in the article. "They are very bound to ethics and values. But in a funny sort of way, it prevents some of them from developing as individuals." The same expert said he had "encountered concerns that some young people lacked the ability to think and plan for the long term, that they withered without immediate feedback and that the machinery of groupthink had bred a generation flush with loyal comrades but potentially weak on leaders."

Is it possible that the lasting effect of all this wondeful empowering technology will be turning the empowered into lemmings? It's interesting to consider the positioning implications of this idea - e.g., for a brand to offer this audience the ability to break free from connectedness's shackles and think as individuals for a change.

Thoughts? Reactions?

Now this is good marketing

Check out my favorite new site - for a movie of all things - "Michael Winterbottom's Tristram Shandy: A Cock & Bull Story".

The site is incredible on so many levels - it's open source (look in the recycle bin), has inviting, and it has surprising UI (don't let the barrage of pop ups scare you, they're part of the point). It's just about the best online I've seen in a year. You have to experience it to believe it, my describing it only takes away from the magic. So, click on the link and see for yourself already.

If you don't believe me, consider the NYTimes.com review (reg. req'd). The Times among other things commends the film's "insouciant, inventive spirit" - and the film's promotional website is all that and more. Their review also includes a multimedia piece about the film which will whet your appetite.

What's so wonderful about the site (and the movie, apparently) is that it captures the novel's core essence - of randomness and humor. The site is a brilliant use of interactive in translating a work of "art" - it's so much more than the usual boring push marketing movie web site.

Plus the film stars Britain's Steve Coogan, do I really need to add anything?

A cosmetics hail mary pass?

According to an article in USA today Dove is planning an unusual Super Bowl appearance - "An inspirational ad from the beauty products maker (that) aims to raise girls' self esteem with the message that real beauty comes in all shapes, sizes and colors."

The article continues: "Dove is betting that the estimated 90 million viewers who'll tune in to ABC's Feb. 5 broadcast will notice the multiethnic ad as an interesting change of pace from monkeys, celebrities and flatulent horses. The risk is that the effect is akin to the proverbial jerked needle on the record putting a screeching halt to the party mood of Super Sunday."

Dove marketing director Philippe Harousseau just wants to stand out from the 50 other advertisers.  He explains "most American people will probably not expect to see an ad about self-esteem in the Super Bowl. The decision to invest the money is in line with the strategic commitment we are making. ... There will be surprise, and we anticipate that this will be an element of provoking a debate."

Here's a link to a January 27th press release about the campaign from Dove that describes the spot in more detail: "The heart-tugging 45-second spot, created by Ogilvy & Mather and airing
during Super Bowl XL, draws attention to the issue of self-esteem. It suggests
ways adults can make a difference in how girls feel about themselves.
Self-esteem issues will be brought to the forefront as the public will hear
little girls speak big truths about their feelings.  All throughout the spot,
the voices of the members of the Girl Scouts of Nassau County Chorus from Long
Island, New York can be heard singing a version of 'True Colors.' "

Interestingly, there will be experiential complements to the broadcast creative (aka pushg marketing) - including live chats will be held on live chats with notable self-esteem experts, Wal-Mart "Self-esteem Week," in 1,500 of its stores (Feb.7, 8 and 9) and self-esteem programming developed by uniquely ME! that will be brought to life in more than 300 college campus communities by the national Kappa Delta sorority.

We'll know the Monday after whether or not Philippe bet correctly. My prediction: at least as much buzz for this spot as for last year's Go Daddy "my bikini top almost falls off while I'm testifying in front of congress effort." You remember it - apparently GoDaddy CEO Bob Parsons is gearing up for another doozy, and the NFL powers that be are spooked (read the latest in today's AdWeek article (reg. req'd).

What do you guys think? Smart or crazy to veer from the tried and true Super Bowl advertising playbook?

Click here for our post about the Dove campaign from back in July, and here for our recent post about advertising on the Super Bowl. And here's a link to another article, this one from Brand Republic (reg. req'd).

An open source approach to corporate identity

Thanks to Ben McConnell's post on Church of the Customer (originally published on imediaconnection.com) for the lead on this one

How many times has a creative concept died on the table because it runs aground with the client's brand cop? Too often.

So why is Google's "shape-shifting" logo such a success? Because its mercurial character reflects the company's values and helps connect the company to the community and its users. It's the product of Dennis Hwang, whose latest variation (pictured above) honors the birthday of French national hero Louis Braille (January 5th).

I agree with Ben McConnell's opinion: "Google has carved out a unique, and well-known, space for itself in the online industry. It can take liberties that other brands might not."

He concludes that "Google’s Gumby-like logo is a reflection of three things:

Run, it's the attack of the cell phones!

A great article in today's New York Times (reg. req'd) speculates about the cell phone's future as a channel to reach consumers. Apparently click thru rates for mobile ads are 4x what you get with regular web advertising - which makes it seem like a more efficient way to reach people. And yes people are likely to be out and about and thus potentially near a retailer so they can act on an offer or incentive. Sounds kind of perfect doesn't it.

Despite these plusses I'm still confused. If people are out of home aren't they likely to be doing something (other than staring at their cell phone screen, that is) - driving, working, etc. Which means you're taking them off task with an unwanted interruption. Which we've learned is a big no-no with online marketing.

It also seems to me that until people agree to be "tracked" (so they can be geo-targeted with some precision) this channel won't reach its full potential - being able to offer you something very relevant in the exact moment and location you are most likely to need it and respond. Until then I predict we'll primarily see only "sponsorship" type executions (like those mentioned in the article) - e.g., this weather update brought to you by Google, etc.

Another prediction: the first people who adopt will be 16-18 year olds (teens allowed to make their own mobile decisions), who like any groovy new technology, are reaching out to build relationships with brands in a new (adult) context in their lives, and also need to save a few bucks.

Thoughts from the vox populi?

Turning the Dial: Reason or Emotion?

A recent Brandweek article (read the full article here) broaches a topic near and dear to our hearts.... "is advertising too emotional?"  Author Picot-Zane suggests that, recently, agencies are setting their sights too narrowly on telling an emotionally compelling story, overlooking the opportunity to convince consumers of any real benefits of our product over the other guy's. She calls on us to strike a better balance.

She's right to remind us that it's not about pushing buttons, but more akin to find the right setting on a dial. Recent research we conducted for the hotel industry helped us better understand how  btob customers evaluate properties and make decisions about where to take their business. Sure, brand matters, comfort is king, and yes, 'location' rolls off of everyone's tongues. But, when you dig deeper, you realize that it's never just about product (the bed, the gym, the lobby) or just about emotion (exhaustion, relief, relaxation). There's a balance we need to strike that lies somewhere in between and more accurately answers the customer's question "what do i get?"

Picot-Zane offers up three guiding principles for agencies and creative teams that are worth noting:

1) Shed the paradigm that advertising is either "emotional" or "functional." Business-building advertising is in most cases a blend of the two.

2) Integrate product information in new, more creative ways. The traditional package shot may register the brand but it may not stimulate a positive emotional response. In contrast, advertising that romances the product, includes an exaggerated demonstration or creates a virtual usage experience gives consumers the product information they need while appealing to their emotions. That mundane "product" may be much more exciting than you think.

3) Tell a good story, a tale in which the product is the hero. The product must be essential to this story—not an afterthought.

I'd preceed them all with a key foundational element missing in her suggestions: LISTEN to your consumers first... figure out what they need, and identify what they feel/believe/discover when they use your product. If you really understand them, you'll know when and how to turn the dials.

Silly Chrysler PR Stunt Garners...lots of PR!

I'll admit it, i'm underwhelmed by the stunt itself. But, I have to give credit to Chrysler for the remarkable marketing of their marketing stunt at this year's Detroit auto show. The full New York Times coverage of the planning that went into the event reads like a press release, as does the video coverage of the action. [read it here]

To showcase the power and performance of their new Jeep Wrangler, they drove it off the stage (with Chrysler chief exec LaSorda inside), out a plate glass window, across the street and up a mock mountain positioned nearby. Pure spotlight-grabbing stunt that, oh yeah, grabbed the spotlight.

But it does beg the question - was the product more prop than hero? Feels like a misplaced awareness generator where they could have been driving engagement and consideration. Thoughts?

Buy more clothes - but not for yourself

Check out this cool in-store guerilla promotion for Unicef being run by trendy Belgian fashion retailer C&A. Created by Publicis Belgium, it's a fundraising effort for the young victims of the recent terrible earthquake in Pakistan.

As you can see from the pictures, a series of clothes made out of Pakistani newspapers were hung around the store, featuring the message (this is a translation): "Is this the only thing homeless Pakistani children will wear this winter? Help them with a gift at the pay desk". Presumably an interested donor brings the newspaper garment on its hanger to the cash register and "pays" for the donation.

Here's why I think this is inspired. First, hanging clothes made out of newspapers on shop racks is just so cool. So, A+ to the creative team (and client!) for coolness and a breakthrough idea. Second, you're intercepting people to ask them to divert resources from their own frivolous wasteful expenditure toward helping someone less fortunate at the very time and place they are wasting money on themselves.

Kind of takes contextual relevance to a new level in my book.

Thanks to Houtlog for the great catch!

A closer look @ online behavior (part 3): Are blogs tribal?

More observations from our recent study

One of the more polarizing observations gleaned from our mini-ethnographies involves consumers perceptions of blogs. We witnessed a pervasive “blogs are for liberals” attitude among consumers residing in so-called ‘red states’. Some are so off put by their perception that they are simply uninterested in finding out more about them at this time. Even though plenty of conservative blogs exist in the blogosphere, a disproportionate number of blogs and bloggers would probably be deemed ‘liberal’. One look at Blogpulse’s 2005 year in review (where “Unitarian Jihad” ranks as the #1 top media story) supports this hypothesis.   

One can’t help but wonder, however, how their list might have read if the popularity of blogs had blossomed during the Clinton years. Could the liberal-conservative pendulum swing under a different administration?

Regardless of the perceived majority voice, blogs could represent one of the most effective platforms for vocal minorities to express their views. They are in a sense, virtual town hall meetings. But how persuasive are they with visitors of a different POV? Do they only serve to reinforce their believers (e.g. by preaching to the choir)? Ultimately, blogs probably function more as ‘cyber-tribes’ of ideas and like-minded souls. Or even as a sort of digital group therapy - for free.

When it comes to branding, implications abound. Obviously, transparency is a very good thing. And brands who know who they are and avoid making the mistake of trying to be everything for everyone will probably meet with more success than their less confident and/or schizophrenic counterparts. Moreover, given the tribal nature of blogs, pull marketing seems to be at the essence of it all.