TOP 10 BEST PRANKVERTISING CAMPAIGNS 2015 (VIDEO)

 

EmojiI keep thinking Oxford Dictionaries was only pranking us by naming this emoji as its 2015 Word of the Year.

Not the word “emoji,” mind you. Literally this symbol – “tears of joy.”

GenWowAwards-2015But for those who have been doing their best to resist letting lose with their emojis, myself included, the year’s prankvertising-slash-stuntvertising videos proved "mischievous" doesn’t always have to be "mean," at least not all the time

A look at some of our favorites from what seemed (mostly) like a kinder, gentler year in branded pranks:

10. CHEVY CRUZE: CELL PHONE FAKE OUT

From WTF to WiFi in 6-seconds flat: The 2016 Chevy Cruze comes with built-in 4G LTE connectivity. Which is fortunate for the guy at the center of this prank.

9. TERMINATOR GENISYS: WAX ATTACK

Arnold pranks fans as the Terminator—to promote his summer movie, and to benefit afterschool programs. Worth it for the wax museum segments.

8. MICROSOFT COLLECTIVE: BIONIC ARM

Iron Man meets Bionic Boy as Robert Downey Jr. surprises this child with a new 3D-printed bionic arm.

7 & 6: DOVE: CHOOSE BEAUTIFUL & ALWAYS: UNSTOPPABLE

Let’s not forget that Dove’s “Campaign for Real Beauty” and Always’ Effie-winning #LikeAGirl campaign are really prankvertising – putting young people on the spot to ask provocative questions in an effort to prove a point. Heck, I pull pranks on my daughter all the time, but rarely (okay, never) so successfully. This summer’s “Unstoppable,” timed perfectly around the hype around CBS’s girl power-themed ‘Supergirl,’ may end up describing this campaign. And “Choose Beautiful” is just that: beautiful.

5. CARLSBERG: CARLSBERG DID CASES

Would it kill Samuel Adams or Sierra Nevada to pull this prank on one my outbound vacation or inbound business flights? Carlsbad did, in this prank pulled on some very happy Londoners on their way home from holiday, as the Brits say. A nice little souvenir that’s sure to put some fun on tap at home.

4. DISLIFE: MORE THAN A SIGN

Sometimes pranks are well deserved. This noteworthy effort from Y&R Moscow used technology to scan cars to see if they had disabled stickers. If they didn’t, and the driver pulled into parking places designated for the disabled anyway, a holographic image of a wheelchair-bound man accosted them on the street. Surely a sign of signs to come.

3. AD COUNCIL: LOVE HAS NO LABELS

 

Even in a year with some pretty monumental Supreme Court decisions on personal liberty, this is pretty powerful stuff – a prank to make passersby come face to face with their own snap judgments about age, race, sexuality, gender, religion and love. Projects like this makes me proud to be in this business.

2. JAGUAR: ‘ACTUAL REALITY’ PRANK

 

Longtime readers know I’m partial to horror movie promotional pranks like “Devil’s Due” and “Telekinetic Coffee House” but this one from Jaguar New Zealand may just take the cake. Not only does it play off all the hype around augmented reality, but it's spot on from a positioning standpoint – nothing can simulate what it’s like to drive a Jag, right? – and it drives it all home in unforgettable fashion. Hat tip to Rick Wootten for finding this one.

1. HEINEKEN: DREAM ISLAND

This video (at top) from Heineken takes our top this year—as a group of young contest winners get an amazing wake-up call.

 

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Top 10 Social Media Campaigns 2015 (Video)

 

GenWowAwards-2015Turns out all the crazy rumors were true: Social media marketing is more than just Facebook, YouTube & Twitter these days.

For all the buzz we’d hear over the years about how this or that social platform is sure to be a boon for marketers (…remember Google+?...) talk usually just circled back to Facebook, Twitter and maybe throw in a YouTube video and a vine and call it a day.

Not in 2015 – at least not all the time.

With certain audiences (read: millennials) Instagram, Periscope, Snapchat and others helped marketers seriously hit their marks.

A look at some of our favorite social media campaigns from the year that was, not necessarily in any order:

10. GOPRO: SKATEBOARDING CAT

GoPro is obviously a brand built on content – it is, after all, its raison d'etre. Who doesn’t love those extreme sports shots of people doing acrobatics as they skydive or ski or jump trashcans in the driveway on their bikes? But even in 2015, we can’t escape online cat videos—and in the case of this Instagram (and YouTube) campaign, you wouldn’t want to. Meet Didga, an Australian cat that skateboards—incredibly well. That said, there's a family nearby that has a dog—a little bulldog named Henny—that skateboards all over the place, and even has her own YouTube channel. I'm not sure she's quite Didga's level yet. But who knows: Maybe she'll have her own GoPro video series one day.

9. SPOTIFY: #FOUNDTHEMFIRST

My wife could seriously be a talent scout for any genre in the music industry—I can’t tell you how many times she has discovered bands and said “these guys are going to be huge in a couple of years" and been spot on. Unlike my wife, many music aficionados like to claim bragging rights for being the first to find hot acts. Which makes Spotify’s #FoundThemFirst social campaign so compelling. Last summer, the online music streaming service rolled out a "Found Them First" microsite that lets users see which musicians the system knows they heard before they became megawatt sensations. They can then build and share a playlist built on their discoveries—and Spotify will offer them a new playlist with other new acts they might like as well.

8. GROUPON: BANANA BUNKER

I've never been that into Groupon, but I have to admit this campaign was, er, ballsy. In April, Groupon posted a Facebook photo of plastic banana containers, as if they were packaged goods, and responded to everybody who posted a suggestive joke. I have no idea if the bunkers sold well, but it’s still fun. And at over 45,000 shares, apparently others also saw the appeal. Pardon the pun.

7. TACO BELL: SNAPCHAT STORIES

Taco Bell and millennials are made for each other. So Snapchat must be the perfect platform for both, right? Well if this little initiative is any indication, the answer is an emphatic (thumb’s up). Taco Bell hired two twentysomethings to essentially set up a “Stories” studio/”news room” where they could create and collaborate with super fans on fun real-time and more thought-out content (including a lot of UGC). And while we haven’t seen any sales figures for platform promotions, we still have to imagine this channel can’t hurt with this QSR’s most devote customers.

6. DUREX: #CONDOMEMOJI

Let’s try to get a little control over our Emoji, folks. Yes, Oxford named this emoji as its 2015 Word of the Year. Not the word “emoji,” mind you. Literally this symbol—“tears of joy” is the Word of the year. And as if by magic, Durex has a new hashtag campaign that might just inspire you to use that emoji – or even better, one that helps young people talk about safe sex. As it happens, Durex research shows that 50% of 18-25 year-olds use emoji when discussing sex. So for World AIDS Day December 1, Durex is asking for help encouraging the Emoji masters who create the official icons to create a condom Emoji.

5. HEFTY ULTIMATE CUPS:#PARTYHARDMOMS

Worth it: This series of online videos for Hefty Easy Grip plastic cups turns conventions on head with stereotypical moms who speak fluent over-the-top teen that had had fans going cray. One installment, #Turnt (shown at top), has been viewed 2.6 million times on YouTube alone, #WorthIt, 2.1 million times. Who knew suburban moms could have so much street cred?

4. CO-OPERATIVE INSURANCE: NOSTALGIA FM

This UK-based consumer insurance cooperative was putting on the hits this year with NostalgiaFM, which allows users to enter the year they first past their driver’s test for a playlist of #1 songs from that month and year. Over 15,000 people used the app on its first day. And in its first five days, the effort generated 200,000 engagements on Twitter and Facebook, and a huge amount of traffic to the company’s website.

3. WWF: #LASTSELFIE

What’s not to love about the World Wild Life Fund’s “Last Selfie” promotion with Snapchat, which takes advantage of the fleeting, transient nature of Snapchat communications with short ads that show just how quickly an endangered species can be wiped off the planet. Powerful, and perfect for the platform. In just its first week, consumers posted 40,000 tweets about the initiatives to 120 million timelines. And in just three days, WWF reached its fundraising target for the entire month.

2. TOMS SHOES: #WITHOUTSHOES

These shoes were made for helping: TOMS built its brand on donating a pair of shoes to needy children for every pair sold. This summer, whenever someone posted an Instagram photo of their bare feet using the hashtag, TOMS would give away a pair of shoes to someone in need—no purchase necessary—to the tune of 296,243 pairs.

1. ALWAYS 'LIKE A GIRL': #UNSTOPPABLE

Maybe it’s not as good as the original, GoodWorks Effie-winning #LikeAGirl (60 million views on YouTube, and millions more on other sites) but it’s still a powerful message, perfect timed around all the "Fight Song"-infused hype last summer for CBS’s new hit show "Supergirl.” #Unstoppable has generated nearly 40 million views on its own. And best of all, Always is partnering with TED-Ed to launch programs to boost girls’ confidence. An heroic effort, for sure.

 

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2015 Mobile Marketing Predictions—from 2005: The Internet of Everything

Unbound_screen

Let's just say I was into the "Internet of Things" before it was much of "a thing" at all.

Never mind that a survey this year finds 87% of consumers say they've never heard the term. In my 2005 book BRANDING UNBOUND, I wrote extensively about the Internet of Things (or, IoT), and such coming innovations as "smart clothes" that would one day routinely monitor heart patients and alert doctors of impending heart attacks.

And intelligent homes, buildings and stores that will react to, and even predict, your every command—setting temperatures and lighting to your liking, and offering up goods and services based on your personal preferences.

Then there was the personalized content streamed direct to your car. Designer clothes that tell the washing machine, "don't wash me, I'm dry clean only." Medicines that warn users of dangerous interactions. Cars that get "upgrades" remotely via mobile software. And frozen dinners that tell the microwave oven how to cook them to perfection.

Nest, Tesla, Pandora, Proteus Digital Health's "smart pill," the Apple Watch and the Polo Tech Shirt notwithstanding, this world of pervasively interconnected services and solutions remains in its earliest stages. And yet, as far as the brand experience goes for these companies and others, it is beginning to create meaningful differentiation that is shaping consumer expectations with each new day.

SMART START

When Tesla recently faced a recall nearly 30,000 Model S cars because of overheating issues with their wall chargers, the company was able to fix the issue by simply update the software in each care remotely, eliminating the problem without owners needing to go to their dealerships. What have other car brands have to compete with that?

While not quite proactively ordering new supplies, Amazon's Dash devices, WalMart's Hiku roll out this week, and Red Tomato Pizza's refrigerator magnets mean all you have to do is push a button or swipe an empty container to have laundry detergent, groceries (or piping hot Pepperoni Pizza) heading your way, without ever having to take out your mobile phone, activate an app and enter an order.

Netflix even recently released DIY instructions for building a push button that dims your lights, orders food, silences the phone and fires up Netflix queue.

Factor in product innovations—such as the Nike+ Running System (which runners found so compelling that the brand's already enviable share of the running shoe category skyrocketed from 48% to 61% in its first 36 months); Prada's continuing refinement of retail technologies (which identify what garments you pick up and instantly showcase runway video and accessories on the nearest store display); or new Johnnie Walker bottles that let you create personalized gifting experiences, and interact with brand promotions, using your mobile phone—and it's easy to see that brands that leverage IoT technologies stand to benefit mightily while those that don't may fall evermore behind.

At stake—a slice of a market expected to top $1.7 trillion dollars in value by 2020, according to IDC.

Yet even big winners will need to tread carefully.

LIFE AS A POP-UP AD?

Even back in 2005, I warned that interconnected everything means you can run, but never truly hide.

Or, as techno-anthropologist Howard Rheingold tells me in the book, "A world in which you are connected infinitely is a world in which you are surveilled infinitely."

Yes, online ads and street side billboards that call out to you on a first name basis, offering exactly what you're looking for—even before you realize you're looking for it—will have their place. Much of this will seem quite magical—at rightly so. But brands and media partners must be careful to resist the temptation to personalize pitches to the point of creeping consumers out.

Or putting them in danger.

One need not look beyond recent news reports on automobile software systems being hacked from afar to understand personal information is not the only thing put at potential risk in this interconnected world.

As I write in the book, as marketers (and as consumers), you and I will face decisions our predecessors could never imagine about what is acceptable—perhaps even moral—when anything and everything is possible.

As brands we exist to serve our customers and their needs, not the other way around.

Ultimately, that may mean recognizing that consumers should be able to control how "smart" they want their "smart products"—and advertising aimed at selling them those products—to be.

Perhaps they even need control over deciding which "Things" (and the associated data) that they want to be part of this "Internet of" —to better serve them, in the ways they want to be served—even if that sometimes means less, instead of more, of what we hope to sell to them. Even while making what we do sell them more profitable.

The brands that get this balance just right will not only attract consumers. They'll gain their loyalty and their trust.

Perhaps that's where the true power of the IoT is waiting to be found.

READ MORE FROM THE '2015 MOBILE MARKETING PREDICTIONS—FROM 2005' SERIES:

PART 1: A BOOM WITH A VIEW: WEARABLES

PART 2: REACH OUT & SELL SOMEONE: MOBILE ADVERTISING

PART 3: SHOPPING FOR INSIGHTS ON THE MOBILE FRONTIER: MOBILE AT RETAIL


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2015 Mobile Marketing Predictions—From 2005: Mobile at Retail

M_branding_unbound_capture

What a difference a decade makes.

Two years before the launch of Apple's iPhone, my book BRANDING UNBOUND ventured forward to explore the future of advertising, sales and the brand experience in the mobile age.

Excerpted in ADWEEK, the book generated a lot of attention for envisioning a world of games, music, video, shopping and more via the device in the hands of virtually every man, woman and child.

Looking back now, it's fun to see what I got right—and where I went laughably wrong.

SHOPPING FOR INSIGHTS FROM THE MOBILE FRONTIER

I recently found myself chuckling about how I predicted Apple would indeed create a mobile phone, and by 2010 potentially go onto become a MVNO - a mobile virtual network operator - piggybacking on say, AT&T's network to offer its own branded Apple mobile service.

As it turned out, it was August 2015 before news reports surfaced about potential plans for an Apple-branded service in Europe (a rumor Apple quickly denied).

Hey, playing marketing futurist isn't a certain proposition.

But long before you could name the topic and rest assured that "yes, there's an app for that," I wrote about the potential for m-wallets that enable you to purchase goods in physical world stores and have it charged to a prepaid account, a credit card, or as a debit on your phone bill. And I talked about how one day, we would walk into stores, scan product tags to place a purchase, and then simply walk out the door without ever digging for cash, swiping a card, writing a check—or ever again standing in line.

To be fair, a lot of this was already in its early stages in other countries and only seemed impossible (or improbable) in the US because of a lack of standards and interoperable mobile networks. But that day did indeed come, even if some of these capabilities are still in their early stages.

MOBILE EVERYTHING

Looking ahead, I also write about how by 2015, services deployed over mobile networks will wake you up in the morning; deliver email; enable you to schedule and reschedule your day based on real-time traffic patterns, travel plans, unexpected meetings, and more. You'll buy plane tickets on the go. You'll call up news, entertainment, and shopping content—anywhere, anytime. And everyday consumers will gravitate toward solutions "that make their lives easier and help them do the things they already do easier and faster, whether it's staying in touch with friends, capturing life's moments, listening to music, or playing games."

For marketers, this would mean location-enabled, or place-based, personalized advertising that calls up "relevant offers based on personal buying behavior"—in-store or on the go.

To be sure, much of what I write about has yet to be realized—like product innovations such as RFID-like tags on frozen foods that tell the microwave oven how to cook them to perfection, or coffee machines that serve up the perfect brew based on instructions from tags placed on the bean packaging. But it is amazing to look back now at how so much of what seemed fantastic at the time has become part of our everyday lives.

That last part about product innovation is more about the Internet of Things, which I write about extensively in the book. We'll save that topic for a later installment in this series.

In the meantime, you might enjoy reading about what I got right and wrong on wearable technology (let's just say I was bullish on what Google Glass would one day seek to accomplish) and mobile advertising (I predicted the current state of mobile advertising, but thought it would progress to its next, far more powerful stage by now). 

One thing is for sure: Here in the last few months of 2015, innovative retailers and pure-play digital competitors are using the mobile channel to actively reshape what it means to shop in the twenty-first century.

Which means if you're not already into mobile-enabled retailing, don't worry.

It's already on its way to you.

ALSO READ:

PART 1: A BOOM WITH A VIEW: WEARABLES

 PART 2: REACH OUT & SELL SOMEONE: MOBILE ADVERTISING


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5 Top Forms of Content Marketing: Author Rick Mathieson on the Jim Blasingame Show (Concl)

 

Games can be good for business—even (perhaps especially) when it comes to B2B marketing.

In the second half of my recent appearance on the Jim Blasingame Show, we continue our conversation on 5 of the top forms of content marketing. Not so much about channels—blogs, shared social media platforms, email, landing pages, websites and so on—rather, what kind of content makes for, or enhances, posts in those channels.

While Part One focused on video and touched on case studies, this second half addresses infographics, webcasts and branded games.

...Wait, branded games?

GAME ON

A content marketing report from Hubspot earlier this year finds 64% of B2B marketers rank webinars/webcasts as the most effective kind of marketing content, followed by video at 60%. Old-school case studies are close behind, at 58%. And posts and articles that contain infographics are 30 times more likely to be read than ones without.

Indeed, while specifics (and content categorizations) vary from survey to survey, the five we discuss are at the top end of most surveys in terms of both adoption and effectiveness.

So what content type is missing in most of these studies?

Games—which are used by just 1% to 12% of B2B marketers, and don't tend to show up in even the top 20 in terms of most effective content types.

But does that mean it doesn't work? Or that it's untapped opportunity?

For his part, Jim sounds as if he might be at least a little perturbed by the whole rise of gamification in our lives—and perhaps a little skeptical about its use in B2B marketing.

But as you'll hear me tell Jim, key research on gaming among white collar workers informed an engagement with one B2B client that resulted in a branded game that was played over 1 million times, resulted in 5,000 leads, and over $1 million in direct sales in its first six months (see case study video above).

Not only did the initiative earn coverage in a report on content marketing in The Wall Street Journal, but I include it in a chapter on branded games in my second book, THE ON-DEMAND BRAND.

PUTTING YOUR BRAND IN PLAY

As Jim wisely points out, this is not the kind content that you should necessarily deliver directly to just any B2B prospect or client.

Indeed, as I say here, it's better that your communications should point to a game, and let interested parties come to it.

It's also important to point out that Jim's show is targeted to SMBs, which, as we discuss, would impact the types of games that are truly feasible. Think knowledge games versus full, high-concept productions.

And while I touch on it in the interview, I want to add that in my view, whether it's B2C or B2B, and whether it's large brand or small, there are three key rules of the game, so to speak:

  • The best games are built around, and clearly communicate, your value proposition. They are not just games for the sake of games.
  • Branded games are best played with others—meaning they should have built-in incentives to make the games social and viral, creating a multiplier effect in communicating your value proposition.
  • They should always include a call to action to continue the conversation about your offerings. Before you even start developing a game, define what it is you want your audience to do, feel or think about your brand once they play it.

So is gaming and/or gamification right for your content marketing operations—B2B or otherwise?

You won't know until you try.

But make no mistake: B2B marketers at Microsoft, Dell-SonicWALL, IBM and other brands long ago discovered that they can turn fun and games into serious profits.

Why not play with the possibilities—and see how well you score?

CLICK HERE TO LISTEN TO:

TOP 5 FORMS OF CONTENT MARKETING: AUTHOR RICK MATHIESON ON THE JIM BLASINGAME SHOW (PT 2)

 (Approx 5 min)

PLUS:

CLICK HERE TO LISTEN TO PART 1

 (approx. 6:16)


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5 TOP FORMS OF CONTENT MARKETING: AUTHOR RICK MATHIESON ON THE JIM BLASINGAME SHOW

 

It’s the biggest buzzword in marketing today—but also the most over-hyped.

Indeed, for all the promise of “content marketing,” it’s not as easy as it seems. In a recent poll, a full 43% of B2B marketers, for instance, cite content marketing as an effective tactic for lead generation. But 43% also say it's also one of the most difficult.

It's also not always as effective as you might believe. According to eMarketer, developing the right content for the right audience is a major factor in why content marketing efforts fail to get desired results.

Indeed, despite today’s emphasis on all things digital, 84% of marketers develop old-school print brochures as #1 in their lead generation efforts.

Not that that's bad. Print does have a place as a delivery mechanism for some forms of content marketing—if anything, it's gained more cache in the digital age. But it's just one of many.

SO WHAT'S WORKING?

In this recent appearance on the The Jim Blasingame Show, I attempt to demystify content marketing.

Here in part one, I share five of the most effective types of content today, starting with the kind of video content consumers spend 6 billion hours per month viewing—and the kind up-and-coming-brands like Poo Pourri and BetaBrand (above) are using to break into the big time.

Some of the other top content forms will obvious to you, others maybe less so. Either way, any conversation with Jim means you’re going to have some fun along the way.

Of course, since Jim’s show is targeted to SMBs, our conversation is focused more on marketers who hope to gain traction in the marketplace without big-brand budgets.

But as you'll hear, whether it's big brand or small, one thing is clear: For all the time and money spent developing content to draw in prospects, a growing number of marketers are realizing they most overcome one cold, hard fact: Nobody anywhere is waiting around for your content.

This audio Q&A might help you find new ways to change that.

CLICK HERE TO LISTEN TO:

5 TOP FORMS OF CONTENT MARKETING: AUTHOR RICK MATHIESON ON THE JIM BLASINGAME SHOW (PT 1)

(approx. 6:16)


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Pepsi Max Drone Helps You Find Friends at Concerts (Video)

 

Pepsi Max's new 'Friend Finder' drones help you find your friends at concerts.

In a world where these airborne 'droids seem to be taking over everything from Amazon deliveries to skywriting, technology is always searching for new ways to reach you.

At concerts at least, Pepsi Max's drones are searching on your behalf, so you can reach your crew.

If only they could help us find our way to the car afterward, too.

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Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate (Video)

 

Betabrand knows how to break news. Or at least break into it.

The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a hoodie. Zuckerberg's sister Randi stumbled upon Betabrand's $148 Executive Hoodie (think worsted wool) and inventories instantly sold out.

Fast forward to this week, and the small brand has made an art of fast-turn content marketing that this week included a one-take video capitalizing on reports that Silicon Valley legend HP was banning t-shirts in its engineering department to recruit some engineers of its own.

That was Monday. On Tuesday I told CEO Chris Lindland that he had a hit on his hands. By Wednesday Adweek and FastCompany had covered the video. And whether responding to it or simply the news reports, HP Human Resources felt the need to post its own video reassuring employees that the ban was just an unfounded rumor.

I talked with Chris again this morning about his amazing week—and what is says about effective content marketing in general—and powerhouse newsjacking in particular.

CLICK HERE TO LISTEN TO: Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate

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'Like A Girl' Returns 'Unstoppable' (Video)

 

Don't look now, but this "Girl" is "Unstoppable."

A year—and countless awards—after the debut of Leo Burnett's "Like A Girl" video for Procter & Gamble's Always brand, the effort is out with a new spot dealing with a lack of confidence and perceived limitations—and conquering them.

It's worth noting that the themes here, including comments from one girl about how only boys can be heroes, play well with a TV platform that's custom-made for causes like this—if CBS rises to the challenge ("Supergirl," anyone?).

The new spot includes a call to action encouraging girls to share how they're unstoppable at the Twitter hashtag #likeagirl.

And stealing a page from Dove's long-running "Campaign for Real Beauty," viewers are urged to join the effort to champion girls' confidence at always.com.

According to ADWEEK, the brand is also partnering with TED to develop confidence-inspiring content through its educational unit, TED-Ed.

I can't say this spot resonates as much as the first.

But it's got a great message that's definitely worth sharing with girls and women everywhere.

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Rick Mathieson on Blasingame Show/Forbes Radio (Concl): Newsjacking

 

From "prankvertising" to "newsjacking."

In the conclusion of my recent appearance on the Jim Blasingame Show/Forbes Radio, we get into newsjacking, which is more popularly known as real-time marketing. 

If you're not familiar with the term, think Oreo's much ballyhooed Super Bowl moment, Arby's Grammy hit, and NASA's gravitational pull, among many others.

In truth, I would characterize this all as "real-time social media marketing," as real-time marketing has evolved to become more associated with real-time, personalized marketing-to-sales conversion on websites. Think personalized offers displayed to the right person at the right time as part of a retail website experience.

That's not what we're talking about here. We're talking about marketing efforts to break through the clutter with highly-relevant social media marketing (and advertising) tied to real-time events in hopes of generating brand moments that get shared and gain widespread attention. The video above is a great summary of some of the most positive elements of Oreo's initiatives.

Of course, there are some who are more than skeptical over the ROI of such efforts—witness this recent piece from Content Strategist. And yes, given the infrastructure some brands deploy for it, real-time marketing may not make a lot of sense.

But for smaller brands, it may be a different story.

While I normally work within the world of larger brands, the Jim Blasingame show has me on from time to time to translate trends in world into possible opportunities for his audience, which is primarily SMBs.

In the conclusion of this recent interview, we'll talk about how for local businesses, newsjacking could make for a low-cost, low-bandwidth proposition that lets these companies demonstrate they are active members of their communities and dialed into the things that matter to their customers.

And they can do it in a way that larger brands will never be able to emulate.

LISTEN NOW:

2015 MIDYEAR DIGITAL MARKETING REPORT: AUTHOR RICK MATHIESON (CONCL): NEWSJACKING

(4-mins, 30-sec)

PLUS, LISTEN TO:

Part One of the Interview: Products Are The New Services

Part Two of the Interview: The Rise of 'Prankvertising'

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