The big winner at last night’s Superbowl was not the Baltimore Ravens, though they really had an amazing win and I am very happy for them. Oreo, America’s beloved cookie came out in a big way and stole the show in my opinion. They hit things on 3 main fronts:
1) They launched a new Creme Vs. Cookie campaign reminiscent of the “Great Taste…Less Filling” campaigns that Miller Lite ran so brilliantly for years. It is a no brainer theme with regards to communication and engagement, which is perfectly built for this social media age!
2) Then they were the first commercial to drive traffic to their Instagram Account in lieu of the mainstays Facebook and Twitter which most other commercials signed off with. Their Instagram account was soft launched prior to the game and teased on other social networks, but the coming out party was this new $4 million commercial during the big game. The payoff? 35,000 new followers by the end of the game.
They also are taking a different approach to ensure that users remain engaged. Simply send them a photo that includes the tag #cookiethis and Oreo artists will replicate your image using Oreo cookies and/or creme. Some great pieces have already been made as you can see here. This is just a genius way to use Instagram to their advantage. They empower the fans to have their voice heard and then immediately serve them up with highly shareable and memorable content to be distributed among their friends and families online. WIN
3) Then the blackout occurred and their team, which was clearly assembled together during the game was poised to make a move on the fly and they launched out a very clever and simple image via Twitter. The Tweet was retweeted 14000+ times during the game, their best performing tweet to date. Other brands also pushed out some clever and timely messages (Audi, Tide, Walgreens to name a few) but all eyes were on Oreo last night and their’s really took first prize!
This is clearly an industry that benefits greatly from the visual nature of Facebook, Pinterest and Instagram and brands are really starting to invest more time and dollars into these platforms.
The content put out by fashion brands can really resonate with their target audience, but it is so important in this highly competitive industry to separate your message from the clutter. One brand who I think is doing it well, through the use of video is Chanel. Click the image to see for yourself.
Another brand (and a big competitor in the space to Chanel) is Dior and they are also doing a tremendous job. Here is one video that is so clever, using animation and incorporating popular games from the 80′s. Love it!
A great tool I have been using to track fashion brand trends (and all verticals for that matter) can be found here: http://bit.ly/UJybd3 Enjoy!
Clients ask me all the time to name some brands who are “doing it right”! Those who are playing the content game and exploiting social media vehicles to extend the reach and relevancy of their brand. Now there are many that come to mind, but one that really stands out to me is Beats By Dre!
This is a relatively new brand, launching in a very competitive space. Not to mention that the average price tag is high during a time when the economy is way down. You wouldn’t know it though walking the streets of NYC on any given day. In fact I was on a Subway recently and I counted 17 pairs in just one car!
They are doing a tremendous job with content creation and distribution by using social platforms, especially Instagram! Sure it doesn’t hurt that they are backed by major star power driven by Dr. Dre, but that doesnt guarantee success on its own of course. It is about the execution and commitment to an excellent brand. Take a look at their website and tool around a bit. I am sure you will be as impressed as I am!
Today marks the first earnings call for the Social Media giant, Facebook and the public is very curious to hear what is going on inside. One of the many benefits to us, but negative to the company are these constant public inspections on their stability. They will be probed and prodded by everyone looking to learn more about where they are headed. Here are some key touch points to look out for:
Users: Have they crossed that massive 1 Billion user threshold?
Ads: Lots of changes to their formats and delivery. Are they paying off in earnings?
Mobile: Are they making the necessary progress in mobile marketing?
Zynga: How closely are they working together to improve their relations and drive revenue?
This call should be very telling and I for one am very interested to hear where they stand. Facebook is without a question the Social Media industry leader and their success and failures impact us all. For a more in-depth look into the call look at this article on Mashable today!
After three years of service, Foursquare decided to surprise their 20 million strong community with a completely re-designed app. For those of you who use Foursquare, you may be thinking…”It was pretty sufficient to start, how can it possibly be better?” I have the answer. Not only are you able to share and save your experiences, you can discover what’s nearby, find what you are craving, check in faster than ever, and to top it all off; Foursquare reports that there are even more new features to come.
Share and Save: There’s a great new friends tab. This keeps track of photos, lists and places your friends have saved. If one of your friend’s postings are of interest to you- there is now a “like” and section to comment!
Discover what’s nearby: As soon as you open Explore, Foursquare begins working for you. Immediately it will give you suggestions of places to go and what’s nearby. The new “friends nearby” box will tell you where your friends are, and where they have checked in. What I really like about this Foursquare makeover is that the software is smart. It knows when you are not in your usual location, and adjusts recommendations regardless of where you may be.
Find what you’re craving: Explore gives you the opportunity to search through popular categories, or even find something specific. Say you are in the mood for an ice cold smoothie. Foursquare changes it’s angle and caters to your location, showing all of the smoothie places in the area. It also shows you where your friends who searched for smoothies stopped (and checked in).
Check in faster than ever: The check in button is now located at the top for convenience. So much easier!
Foursquare has stepped up their game in an attempt to keep up with The Jones’ in the social platform space. Do you use Foursquare? Any thoughts on the new look?
Welcome to the next phase in on-premises beer marketing. This glass, developed by ad agency BBDO in New York, is the most social beer glass we’ve seen. Activate that QR Code and the glass checks you in to Foursquare, tweets about your pint and/or updates your Facebook status.
And in a nice branding twist, you have to use Guinness — or at least another very dark beer. If your beer is filled with an ordinary pilsner like Budweiser, you won’t be able to read the code.
NOTE: The QR Code in the picture doesn’t work, because the promo took place last year and the site is no longer active.
Twitter co-founder and chairman Jack Dorsey is a busy guy, as he runs both Twitter and mobile payments company Square. This guy manages to oversee both innovative powerhouses by just flat outworking everyone else. He puts in an 80-hour work week, with each day of the week given its own theme, and zero other priorities.
Every weekday, Dorsey puts in eight hours at Twitter, then strolls two blocks down the street to the Square offices, where he works another full day. It is all about structured work flow, and Dorsey assigns each day of the week its own focus.
Monday: Management meetings and “running the company” work
Tuesday: Product development
Wednesday: Marketing, communications and growth
Thursday: Developers and partnerships
Friday: The company and its culture
There’s no way to be completely rigid about this kind of schedule of course. “There’s interruptions all the time, but I can quickly deal with an interruption and know ‘it’s Tuesday, I have product meetings, I have to focus on product stuff,’” Dorsey explained. “It sets a good cadence for the company.”
You have got to admire his hustle and of course his contribution to the world of communication and commerce. He is a year younger than me and has already done so much. #Respect, where respect is due!
I was just passed this video by a friend in the advertising world and as I watched it I literally got the chills. I am no Olympic Athlete, but I found myself wanting to pick up the phone to call my mom to thank her for travelling to all of the soccer and lacrosse games (sometimes in the miserable weather) with me when I was a kid.
In this video, the content, the music and the editing all conjures up real emotions in the viewer. That is truly powerful stuff. I love the way the subtly drop in the back story of the cooking and cleaning and behind the scenes stuff mom is doing on top of the dedication along side their child of getting up early and traveling each morning.
Click the image to watch the video, and you will see what I mean!
Great job Proctor and Gamble. This is great social content, that showcases your products as a supporting cast to the real story. Well done!
If you know me then you know I am a big fan of all things Nike. This video was recently produced by Casey Neistat a film producer in NYC and he really made something truly powerful. Nike paid him to make a video and instead he travelled the world in 10 days on Nike’s dime.
The result? He ends up making an amazing ad for the Nike Fuelband and is well over 1 million views in just 48 hours. Regardless of how he spent it, this was viral GOLD for Nike. I love it and I am sure you will too…Enjoy!
New Era came out swinging with this new commercial to kickoff the 2012 Baseball Season. I love the simplicity, the delivery and the hats are front and center the whole time. I think they always have great advertising and branding and I am a huge fan.
If I still wore hats like I used to, I believe I would ask for the brand by name! That is powerful marketing! Since I am a Mets Fan, this is probably the only time I am excited about baseball all year. So I loved this. Enjoy!