Video continues its victory lap in part two of our look at the top digital marketing trends of Summer 2016 on the Jim Blasingame show.
Here, Jim and I talk about how video plays a central role in a number of this summer's big trends, including the acceleration of influencer marketing and crowdsourced content.
The fact is, even with handy new video production tools, it still takes time and effort to create compelling content. So why not get your most avid fans and influencers to do it for you? Here's how a few leading brands are doing it well.
Still loving this hilarious video promoting the town of Basel, which capitalizes on the Pokémon Go craze with a fun stunt. Hey, the game's supposed to get you outside, right? Why not make a vacation out of it. I want to shoot a prank like this just for fun.
It's hard not to love this Cyber Grand Prix-winning initiative promoting "El Gordo," an annual holiday lottery in Spain.
While the rest of the industry obsessed over John Lewis' "Man on the Moon" last Christmas, "Justino" quietly went about its business—with a touching animated short about a night watchman at a mannequin factory who never gets to meet his day-timer co-workers. In an attempt to create a bond, he poses mannequins in fun scenarios as a way to greet them each morning. But when he sees news that the company had set up a lottery pool without him—and won—he's heartbroken. You have to see what happens next for yourself.
While brilliant even as just an online video, "Justino" took social sharing a leap further than most such promotions—even John Lewis' acclaimed holiday campaign.
According to Libris, the Spanish national lottery set up social media accounts specific to the #Justino campaign, with content optimized for each channel. In one, viewers could comment on their favorite scenes. In another, they could guess at key elements of the story line. In all, viewers were brought into the story even while becoming viral engines for it.
It was exactly this kind of finely crafted digital storytelling that inspired its Cannes win, according to reports in Ad Age.
Kudos to Leo Burnett Madrid and all involved for a job well done.
The news from Cannes today found campaigns winning big for being particularly offbeat—risky even—with considerable success.
First was word that REI won the Promo & Activation Grand Prix for the "ultimate 'anti-promotion.'" That would be the whole #OptOutside campaign from last November, which involved shutting the store during Black Friday, the busiest shopping day of the year.
And the Swedish Tourism Board won the Direct Marketing Grand Prix for 'The Swedish Number,'" which gave prospective tourists the ability to dial a special number to play a kind of chat roulette with a random Swede in order to get the 411 on reasons to visit (see YouTube video above).
According to early reports from Skift, these randomized ambassadors signed up for the chance to talk about everything from the Northern Lights and IKEA, to ABBA and H&M, with total strangers.
According to Ad Age, REI isn't saying how successful the #OptOut initiative was, though sales for the full year were up nearly 10%.
It's a little harder to figure out why the Tourism effort won in the Direct category—it's unclear what made it a direct marketing effort—let alone how much new tourism it inspired.
It'd be hard to quantify that anyway. But in its first day or so, we do know the campaign generated 2,300 calls, mostly from Turkey (68% of the calls, in fact), the US (20%), UK (6%) Germany (2%) and Austria (2%).
And let's face it, it is a great example of an On-Demand Brand. Hell, it made us want to call a random Swede.
Social media may get all the attention these days, but more marketers are gravitating back toward that original form of digital marketing: email.
There's good reason: According to research from McKinsey and Company, email outperforms Facebook and Twitter in terms of conversion rates by 40X.
So what's driving the move back toward email? That's the topic of a recent appearance on the Jim Blasingame Show. While Jim's show is mostly targeted to small- to medium-size companies, this conversation applies to any marketer looking to boost performance—even if it means revisiting one of the oldest of our newfangled digital channels.
Check out this spoof video from Project GramGram, which comes with some great tips for connecting with your dear old grandma—including using a fictitious new service that lets you send social media posts via snail mail, so you can update her instantly, "in three to five days."
My favorite: Alternative options like, "the phone app, available on most mobile devices."
Apparently it's all the work of some Brigham Young University students. Which means their muse was, most likely, a certain somebody who wasn't going to hear any more about their excuses for not staying connected.
If this is the result, we hope they tell her thank you for us.