Gen Wow

Chik-fil-A's Cows Make Social Media Mooooves

How did Chik-fil-A go from 20,000 fans on its Facebook page to 1 million in just over a year and become an online sensation in the process?

Chock it up to a couple of bovine wonders.

As Clickz is reporting, the restaurant chain has launched a new site called EatMorChikin.com, which capitalizes on the popularity of its chicken-as-food promoting cows and features a "cow hideout," video games and clips. It comes on the heels of a successful effort to work with consumers who created their own Facebook page - and became a venue for the chain to run promotions like "Cow Appreciation Day," in which consumers who came to a restaurant dressed as a cow would receive a free sandwich.

Is this another Bud frogs (or even California Raisins) in the making? 

Nobody'd have a beef with that.

Read more, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

A 'FlashForward' Flub? ABC-TV's 'AlreadyGhosts.com' A Dead End

I wanted to see dead people.

After all the teasing about AlreadyGhosts.com during last night's FlashForward, I was expecting a viral tour de force at that domain.

No such luck. The URL - meant to be a web-based social network for people who did not experience flash forwards six months into the future, presumably because they'll be dead by that time - points to the show's page at ABC's website...and is paid off with two screen shots from the fictional site.

Lost opportunity that seems as if it was dead on arrival.

Great show - would love to see the network build more fandemonium online, ala "The Lost Experience."

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

Forbes Magazine Offers Its 21 Top Twitter Tips

It's captured in a slide show that offers marketers can capitalize on Twitter by flipping customers the (blue) birdie. View it here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

Gilt.Com Expands to GiltMan.com

The Gilt Groupe - the folks behind high-fashion-at-low-prices, members only shopping site Gilt.com, are extending the brand to GiltMan.com, which will features expanded men's categories in a "guys only" experience.

I got word from Gilt Groupe on Thursday, and have been too busy to post about it until now. But that day, inaugural sales included:

• Man Cave Essentials: Featuring coveted sports memorabilia (i.e., Jets helmet signed by 24 of the 1969 team, seats from Yankee stadium, autographed picture of Jack Nicklaus’ 1986 Masters win, etc) at up to 70% off retail. All sale items are from Steiner Sports, the leading seller of hand-signed sports collectibles. Every collectible goes through a four-step authentication process, so you know you’re getting items that touched the hands (or maybe the shoes) of greatness
• Masked Crusader:  Features Halloween costumes and exquisite, one-of-a-kind Halloween masks handmade by world renowned artist and mask designer Claudia Hapeman. The masks, made of top quality materials including gold and silver leaf, Swarovski crystals, detailed paint work and beautiful trims and accessories, will be sold on Gilt MAN on Saturday, October 24 at 12:00PM EST and will range in price from $30 up to $600

I've yet to be invited to enjoy the original Gilty pleasures. But here's hoping my request for GiltMan works out a little better.

Check it all out yourself, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Halloween Perfect Time To Check Into Doritos' 'Asylum 626'

Don't miss Doritos' new "Asylum 626," the sequel to its super creepy "Hotel 626."

Produced by Doritos' own branded entertainment outfit, Snack Strong Productions, this new installment enables you to use your webcam and microphone to amp up the chills considerably.

"Hotel 626" delivered some great moments - including secretly snapping photos of you to show you as a victim on a monster's wall of victims and even calling you up on the phone to really freak you out. (I talk to Derek Robson, managing partner of Goodby, Silverstein & Partners, about that promotion and its role it played as Goodby was ratcheting up its digital capabilities, in my new book THE ON-DEMAND BRAND (Spring 2010, AMACOM/McGraw-Hill). I haven't had a chance to try out this new experience, but I'm hoping it takes it all to a whole new level.

I noticed there's a new symbol - perhaps an augmented reality symbol like Doritos' recent Blink 182/Big Boi promotion - on new bags of chips. Don't know yet if there's an AR component - the site's only available from 6 PM to 6 AM in your time zone. But you can be sure I'll be turning off the lights and figuring out that one tonight.

Try it yourself (between 6 and 6, of course), here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

'Paranormal Activity' #1 Debut Backed by Extraordinary Online Buzz Campaign

Mobile has played a major role in the micro-budget horror flick that could.

How'd Paramount do it?

First, it ran "Paranormal Activity," the movie produced for just $10,000 that spooked up $22 million and the #1 slot on this weekend's box office, only in 10 cities. Then, it launched a campaign to get consumers to "demand" that it become a national release.

Consumers could vote via mobile text message, Twitter, Facebook, and other social networking sites.

“We were thrilled,” Amy Powell, a Paramount marketing executive, tells the San Diego Business Journal. “We said to the fans, ‘If you demand it, we will bring the movie to you.’ And we did.”

You can bet all the word of mouth sent to Twitter via mobile phones over the weekend helped out a bit, too.

Look for even bigger business this Halloween Weekend - thanks to a campaign so smart, it's scary.

Read more, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Back from Digital Hollywood

Just don't call us the Digital Hollywood Squares.

I was in Santa Monica this week to participate in a panel discussion on games as an advertising and marketing platform for entertainment and consumer products brands.

It was a lively discussion with executives from several of the online and mobile gaming outfits, and hosted by James Green, CEO of Giant Realm. Great group of people, and an interesting debate.

Some really intelligent (and funny) people aboard - which made it feel like a game show.

Peter Marshall, eat your heart out.

Read more, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Volkswagen To Rely Exclusively On iPhone App For New GTI Launch

Hey, if it's the most cost-effective way to reach your demo, why not lean heavily on an iPhone app?

But exclusively?

That's what VW plans for the launch of the new GTI. I'm having a hard time believing the total universe of GTI's prospective buyers own iPhones, but let's get to that in just a bit.

According to Automotive News, the marketer spent $60 million launching the GTI in 2006. Now it thinks it can do better on a $500,000 iPhone budget, which will include a Real Racing GTI game for the IPhone and iPod Touch, a virtual showroom, and (this is cool), the ability for users to send video clips of races game play to YouTube and messages via Twitter.. The agency behind the effort is AKQA (I interview founder Tom Bedecarré at length in my new book, THE ON-DEMAND BRAND (spring 2010, Amacom/McGraw-Hill).

The game isn't even built from the ground up; it's licensed from an existing game, saving the brand a lot of money.

But an iPhone/iPod only approach? Automotive News points to the fact that there are 50 million iPhones and iPods in use worldwide, but only 21 million viewers watch CBS' "NCIS," the most-watched TV show for the week ending October 18.

Still. The game won't be on every iPhone and iPod Touch - 50 million is the total number of users, not the universe of potential GTI owners therein. And you can't compare usage to ratings for one show. In terms of reach and frequency, GTI's target demo watches any number of shows during a one month period.

Not that the game doesn't sound cool, and the PR value of an iPhone-only approach will resonate with the target audience. But mobile is one touchpoint in integrated campaigns. Not THE touchpoint.

Time will tell if, or how well, the strategy pays off.

Hopefully it will be a major win for the brand, and that the company best known for innovative print and television ads like "Lemon," this campaign won't bring unintended meaning to that age old tagline.

Read all about it, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Back from DTC; Next Up: Digital Hollywood

Been a crazy month: Spoke at the Global Retail Executive Council event at CTIA in San Diego, then this last week, at the DTC Fall event in New Jersey. This week: a panel on gaming as an advertising platform at Digital Hollywood at the Loews Santa Monica Hotel in Santa Monica.

Should be a lot fun...and games. (Sorry.)

I'll post about it all next week.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

See Rick at DTC Fall Conference: Top Digital Marketing Trends for Pharma Marketing in 2010

DTC's is having a decidedly tough year, what with the economy, reform measures like the "Just Say No To Drug Ads Act" and other reform measures, and new FTC rulings of search engine marketing and social networking.

So on Thursday, I'm going to be addressing the second day of the Fall DTC conference on ways to leverage the power of digital to reach consumers in amazing new (and highly ethical) ways.

This is the second time the conference has asked me to speak, and if it's anything like last time, it should be a lot of fun. Read more about the conference, here. 

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

First Look: The Cover of My New Book, 'The On-Demand Brand'

Forgot to mention that during my speaking engagement at the Global Retail Executive Council at CTIA this week, I was able to share the first glimpse of the cover art for my new book, THE ON-DEMAND BRAND (Amacom/McGraw-Hill, Spring, 2009). Be sure to read all about the book, here. 

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Coke Zero Finds Your Double Via Facebook

Coke Zero wants to find your opposite number via Facebook.

As part of a new promotion called The Coke Zero Facial Profiler, a new Facebook app uses next generation facial recognition technology to find people who look like you based on your profile page picture, and that of others around the world.

"If Coke Zero has Coke's taste, is it possible someone out there has your face?" shouts a trailer for the intiative, from Crispin, Porter Bogusky, in what's touted as a "worldwide social experiment."

I'm not sure what it all has to do with drinking a Coke Zero, but you just know this is the kind of thing Zero's target demographic's going to drink up.

Find out more, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

'Whip It' With Your Own Personalized Derby Player Card

For some strange reason, I'm a sucker for personalization experiences, so maybe it's understandable that it's even funnier when the personalization experience comes from a chick flick.

In this case, it's Drew Barrymore's "Whip It, " which opens today.

At the movie's official site, you can enter your name to have it translated into a roller derby racer name ("Rick Mathieson" is "Turbo Smacker"...though I think the names are just randomly generated).

But my favorite part is the Derby Player Card where you can upload a picture of yourself - or, make that one of a friend, so you can turn one of the guys into a cross-dressing derby dude. Which of course, you can turn into total humiliation by sharing on your Facebook page.

Or your blog, as the case may be. 

Try it yourself, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Coke Finds Sweet Sound of Success With Fan-Created Facebook Page, New 'Open Happiness' User-Gen Contest

Don't you just love those old Coke ads where you hear the bottle pop open, ice dropping into a glass, followed by the sound of Coca-Cola pouring in, just waiting to quench your thirst?

Coke's going all SFX on us with a new user gen contest in which Facebook fans are invited to create the sounds for a new commercial.

It's called "Open Happiness," and this particular contest is a kind of global casting call on the popular social networking site, hosted by a Coke Facebook page that wasn't even of the brand's own creation.

Instead, the site was created by two seriously Coke-obsessed fans, Michael Jedrzejewski and Dusty Sorg. Wisely, instead of taking over the page - as Facebook's policies allow the brand to do - Coke has decided to work with Dusty and Michael, providing unique content and opportunities that have attracted 3.7 million Facebook fans on six continents. 

To offer fans pointers on producing their own "Sounds of Coca-Cola" submission, Michael & Dusty have even put together a video to reveal their impressions of what it's like to enjoy the world's most refreshing beverage.

This is a good example of a brand gaining some control by giving it away - a notion I explore in my new book, THE ON-DEMAND BRAND (Spring 2010). It's a case study on letting users drive social media experiences in just the right way.

Check out the contest, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Penn State Study: 20% of Tweets Are Brand-Oriented

Is Twitter shaping up to be the social network for marketers, by marketers?

First we learn 60% of consumers quit using Twitter within one month of signing up, and that 40% of subscribers don't make it past their first tweet. And that most tweets are used to promote people and products.

Now a Penn State study has found that 1 in 5 posts are about brands. The researchers say a lot of this is regular people expressing their reactions, both positive and negative, to brand experiences. But with brands paying folks to post positive tweets, you have to even question that.

Read more about the researchers' take on the findings, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

The Year's Biggest Political Twitwits: Gaffe By Tweeter Feed

While president Obama is busy warning young students to avoid putting too much information on their Facebook and Twitter pages, he could just as easily be warning folks in his own line of work to do the same.

From Palin's "Death Panels" tweet to Arnold Schwarzenegger's misguided cutups and beyond, Newsweek has built a list of the year's biggest examples of politicians getting in tweet doodoo over their misapplication of social media, here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Money Can't Buy You Love, But It Can Buy (Facebook) Friends

First we learn how companies are hiring celebrities to tweet nice things about them.

Now you can look like you're an Internet big shot by buying thousands of Facebook friends - 1,000 to 10,000, for $177 to $1,167.

USocial is an Australian company that gets you your friends. See how they do it, here.

I'm assuming this is for commercial Facebook "pages" instead of personal "profiles." What would be the point.

But even so, isn't that like paying someone to watch your TV show? And how valuable would these friends be, beyond making you appear to be popular?

Sounds so desperate.

...Where was USocial when I was in high school?

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

NFL To Let Players Use Twitter - Before & After Games, That Is

The NFL wants to tackle Twitter before things get out of control.

The AP is reporting that the NFL will allow players to use Twitter, Facebook and other social networking sites 90 minutes before kick off and after traditional post-game media interviews.

This, apparently because Chargers cornerback Antonio Cromartie criticized the food service at training camp via Twitter. I guess there's also the fear players won't be focused during games if they're busy doing play-by-plays on Twitter. But you have to wonder if it's just the NFL making sure it stays in control of all media coverage social and otherwise. All the better to protect revenues, little blue birds be damned.

Read more here.

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

USA Today Looks At 'Pay-Per-Tweet' Product Promotion Controversy

USA Today must have discovered my recent interview with Ted Murphey, CEO of IZEA, which lines up celebrities to promote products on their Twitter and other social networking feeds.

Read the USA Today piece on the controversy here, and then listen to my interview with Murphy, here.

What's your take? Is pay-for-posts or tweets okay? Or simply another way to use social media? Let me know your thoughts. 

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Pharma Marketers Try To Figure Out What To Make of Twitter

Seriously, after the Novo Nordisk's "Race With Insulin" Twitter feed - which features tweets from 24-year-old auto racing start Charlie Kimball (who just happens to be diabetic, and who also happens to use Novo's Levmir to keep his insulin in check), it's easy to see why Big Pharma's struggling with Twitter.

You'd just have to see Kimball's tweets to understand the problem - posts about Levimir come complete with (r) registration marks and the worst kind of corporate speak you can imagine.

So what can DTC (direct to consumer) pharma do in Twitter? What can they say? What can't they say?

Pfizer, for one, is trying to find out - and is petitioning the government for guidelines.

Above, you'll see what Pfizer VP of Worldwide Communications Ray Kerins has to say about the matter.

We'll no doubt discuss the matter when I speak at DTC Fall in October.

I'm not a pharma marketer, but the topic is of great interest both for the special challenges of the category, and its central role in so many Americans' lives. I'm looking forward to the conference!

-----------------------------------------------------------------------

BRANDING UNBOUND WAS JUST THE BEGINNING:

>>> CLICK HERE FOR A FIRST LOOK <<<

-----------------------------------------------------------------------

Quick Links:

BRANDING UNBOUND: THE BLOG - The latest in mobile marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com