I’m not sure this has any branding value other than the fact that with the internet as a distribution channel, almost any idea can be produced and made available to a niche audience. Whether it’s the long tail, or purely marketing to a niche, no idea is necessarily a bad one.
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EA Sports and Tiger Woods have created a little spot to promote the 2009 Tiger Woods golf game that appears to be in response to monitoring the social media space. The background story is that an avid gamer, Levinator25 posted on what he thought was a glitch/feature in the game that allowed Tiger Woods to walk on water to hit a golf shot. EA came across the post and responded with the following video with Tiger that is being used to promote the 2009 Tiger Woods Golf game.
The debate is still out on whether this was all orchestrated or if EA is actually…
I’m a big fan of the CommonCraft videos. CommonCraft has established itself as a unique communications organization that brands come to for help to explain the features and benefits of their products. The video below is for LinkedIn. They asked CommonCraft to take the assumption that LinkedIn is about building connections and turn it on it’s side to explain how it can make you more productive. Using a simple two minute video, CommonCraft has helped LinkedIn to explain how it can expand the role it plays in our everyday lives.
Can your brand communicate in such a simple way to help people…
I was watching a TED Presentation with Jonathan Harris, an artist and computer scientist, about his passion for collecting stories. One of the projects that Jonathan shares during the presentation is We Feel Fine which he developed with Sep Kamvar.
We Feel Fine scans the worlds blogs to collect snippets of peoples feelings. The information is then rolled together and presented using visual cues that allow you to review and even search for feelings. It’s a mesmerizing, amazing and frightening look into the emotions and experiences that people are sharing online.
Have a look when you get a chance and explore the snippets…
While I was reviewing my RSS feeds this week, Adfreak pointed me to this YouTube Choose Your Own Adventure idea being put together by a guy name Cory Williams. Cory is asking you to help him find his cat, Sparta. The concept is very interesting in that you can use the YouTube set up to choose from one of four available choices that leads you to the next video.
Now, the storyline is a bit weak but the concept is sound. I never did find Cory’s cat, lost interest. I’ll be curious to see if a brand picks up on this idea. Get a good story…
The following is a :30 second spot from the National Foundation for the Deaf in New Zealand. Public service announcements always have the potential to deliver a powerful message if the they are thoughtful and can help you experience something from another perspective. This spot does a great job of communicating the challenges of the hearing impaired and makes you stop and think about the hearing you take for granted. I wish some brands would think about delivering their message without shouting and trying to actually communicating a point.
Compliments to Tim at Adfreak for this one.
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Batman is out to save Gotham again with the theatrical release of the Dark Night Movie. The marketing team behind the comic icon is making an aggressive push to promote the new movie, including a run of the previous Batman movies on cable stations such as TNT/TBS (Arnold as Mr. Freeze? Clooney as Batman? Come on.)
The brand known as Batman has an amazing following and the digital tools available today have created numerous opportunities for individuals to share their experiences and passion for the brand.
People can related to the brand because they have a desire to be a hero in some…
In a move to generate interest for the word of mouth medium, BzzAgent is offering a guarantee that their campaigns will outperform traditional media by 20%. The catch is that an advertiser must spend at least $300,000 on a campaign with BzzAgent using word of mouth and other media. An independent third part vendor will be involved with the measurement to help support the offer.
One of the challenges related to social media and tactics like word of mouth is measurement and what is considered success. It’s difficult to measure conversation and more so to translate that conversation into sales. It seems…
Here’s a fabulous presentation on happiness as a business model from Tara Hunt of Citizen Agency and HorsePigCow. It’s almost 200 slides but it’s worth your time to flip through and soak up the message and the imagery. If we could all operate this way, amazing things would happen. Think of where we could go if our business model was actually built on happiness.
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Technorati Tags: Beneath the Brand,Jamey Shiels,Tara Hunt,Citizen Agency,HorsePigCow,Business Models
WK strikes again. This spot for Nike and Tiger Woods was making the rounds a while back and may have appeared on BTB before. I stumbled across it again today and was moved by it. It speaks to dedication, to a life long pursuit of perfection as well as to the role of parents, role models and leaders in our lives.
As a brand, does our reputation stand strong enough that you could put together a spot like this? Have you spent a lifetime practicing, developing and nurturing the relationships with internal teams as well as with customers to create an experience that…
In a third and final entry about scent branding, also called “aroma branding” or “olfactory branding”… 
You can build brand loyalty with fragrance, but you can’t just slap a scent to a product:
–Match the scent with the product, customers
–Base it on values, positioning, and personality of brand
–Fit into the environment; smell authentic. Ex: Landor works with P&G and helps them to decide on a fragrance for a detergent from a branding standpoint. Is the fragrance right according to the positioning of the detergent?”
–Is it a masculine or a feminine brand? This distinction can lead to different fragrances. A masculine character…
For all you MMORPG players, the new expansion pack is here! For those of you who don’t know what MMORP is, nevermind…
The gang over at American Copywriter are good for interesting content and a solid laugh every now and again. This video on the World of the World of WarCraft is a hysterical spoof on the ever growing online video game by Blizzard. What makes it so funny is that it’s so true. I think when your brand is the butt of jokes and is spoofed by the Onion you have truly arrived!
They say the nose knows. And some corporations are starting to get a whiff of the power of scent branding when it comes to their brand strategy.
A relatively new approach within the realm of experiential branding, some companies have wielded the power of scent branding for a long time. The fashion industry has used scent as a brand identifier. Victoria’s Secret has long used fragrance as part of the sensory environment in their stores. Others:
Johnson & Johnson: Recognizable as the clean baby smell because of its baby lotion and baby powder.
Crayola Crayons: Offers a nostalgic trip back to childhood. Unconvinced?…
The following video is making the rounds. It’s a guy named Matt who has traveled around the world and danced. Danced in 39 countries and filmed it all. According to his web site , “In 2006, Matt took a 6 month trip through 39 countries on all 7 continents. In that time, he danced a great deal.”
The interesting thing is that the trip was sponsored by Stride Gum. Not to promote their brand, not to pimp their gum around the world but to demonstrate the power of an individual connecting in the same way around the world. When was…
Is your web site a true representation of your company? Does your brand resonate throughout the user experience on your site? The Secret Location is an integrated media company that carries the message of their experiential marketing roots into the experience on their site. If you’ve got the time, I encourage you to take a step into the looking glass and search for the secret location…
Sometime in 1968, I was standing on a chair at a table spooning out heaps of chocolate powder from a large tin container of Nestle’s QUICK into my glass of milk, making a big mess. Suddenly, on the radio, a Beatles song began playing: “Help…I need somebody, help….not just anybody, help…you know I need someone…help…” and then the melodic part: “When I was younger so much younger than today…”
Now in my adult life, every single time I hear that song, whether in the car, in the mall, or at a party…I smell the distinct scent of that luscious dry Nestle’s…
During a recent integrated advertising conference, Joseph Jaffe has provided an interesting perspective on Social Media mistakes made by some of the top marketers: Sprint, Sony, T-mobile, Target and Starbucks. Jaffe has been challenging corporations and individuals to harness the power of social media and new opportunities for one to one communication. I think it’s a challenge to all of us, to bring our brands to the conversation. This age of conversation is an open door for brands to change the game and truly interact with consumers. Are you up for the challenge?
Head over to AdAge for the Video.
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Social…
Some think that marketing is a set of formulas and rules, that when followed like a chemistry formula, will produce positive results. Marketing is actually the direct opposite of this. Marketing creates its own rules and successes because what may work for one company may not work for another. What may work one time may not work the next time. Marketing is a testing process. Remember to always keep everything constant and change one thing when doing your marketing testing.
For example, if you are trying to test a direct marketing message on different age groups in your database, then you…
How do you think about the consumption situation when thinking about a service? Fuzzy categories.
As I mentioned last time, when you think about the concept of college attendance, you have, as a marketer, expectations about the category and its boundaries, but the experience encompasses many aspects of life. A service brand–even more so than a product brand–probably can’t 
“own” any one word when you’re talking about an experience. Virginia Tech’s spokesman Larry Hincker said, “The brand doesn’t come from the words you see. The brand comes from your experiences…”
You’ve got a kind of metaphysical complexity working here, and you’ve also…
We learned long ago to talk about marketing in terms of experience, not just in terms of a product and its features and benefits. Experiential marketing opened our eyes to the fuzzy boundaries of categories about the “consumption situation”…what led to the consumption, what else the consumer is doing while consuming, feelings and ideas around the consumption, you name it. (Well, you don’t name it–some other marketers named it.)
In the same way, a brand has fuzzy categories. Some marketers love to ask their client what word they think their brand conjures up in their customer’s mind. We all wish it…
