GramGram: This Is Your Grandma's Social Media—Here's How to Use It (Video)

 

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.

Read more.

 

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Prankvertising With A Purpose: Reflections in a Bar's Bathroom Mirror—From Prison (Video)

 

The man in the mirror has a deadly serious message for you.

We love this PSA-based prank from We Save Lives, which campaigns against what it calls the 3 Ds: Drunk, Drugged and Distracted driving.

This particular initiative (see YouTube video above) involves a bar bathroom mirror in Los Angeles that serves up a video feed with a man convicted of manslaughter from drinking under the influences—live from jail in Florida.

Longtime readers know we love prankvertising—especially the kind promoting horror movies (and certain zombie stunts on sisters after dental surgery.)

This is a horror flick of a different kind. One where the story is, unfortunately, true.

Pretty powerful stuff.

Read more here.

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Coke Ditches 'Happiness,' Tells You to 'Taste the Feeling' (Video)

 

You can stop looking for "Happiness" now.

That's the word from Coca-Cola's new global CMO Marcos de Quinto, who says the decade-long "Open Happiness" campaign had become too preachy in promoting sharing and co-existence for his, er, tastes.

So now, Coca-Cola, Coke, Diet Coke and Coke Zero, will all share a common theme: "Taste the Feeling."

Having brand consistency across its cola portfolio is indeed a no-brainer. 

And we're seriously digging the opening spot, "Anthem" (above). Be sure to catch "Under Pressure" and "Breakup," too.

In fact, there is a lot to like about each of 25 new spots released earlier today.

But here at Gen Wow, we can't help wondering if "Taste the Feeling" skates a little too close to Skittles territory.

And let's face it, there's a lot to miss about some classic "Happiness" initiatives over the last few years—especially the physical + digital variety.

Among our favorites:

COKE HAPPINESS MACHINE

Let's face it, Happiness shared is doubled. Or tripled. Or...

COKE HAPPINESS TRUCK

How Coke helps you brake for good times.

COKE DRIVE-IN THEATER

Call it the Happiness Traffic Jam

COCA-COLA WISH IN A BOTTLE

Open a bottle and light up the night sky.

THE SHARING CAN

A single serving—for two.

COKE DANCE MACHINE

Bust a move for your favorite beverage.

COKE POP-UP  PARK

Coke creates a city park and rolls out the happiness.

COKE SMALL WORLD MACHINES

Happiness brings even the people of India and Pakistan together.

THE FRIENDSHIP MACHINE

It takes two to use this 12-foot-tall vending machine.

COKE HUG MACHINE

Hug it, get an ice-cold Coke.

COCA-COLA FRIENDLY TWIST

An on-campus ice breaker for the first day of school.

COKE FOR COUPLES: ROSES ARE RED

Cupid makes you prove you're a couple to get a Coke.

PROJECT RE-BRIEF

Reinventing that age-old Coca-Cola classic for the digital age.

Of course, change is the only constant—and perhaps the time is right for a Coke refresh.

But that doesn't mean we won't miss the happiness we've shared in times past.

 

 

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Top 10 Best Brand Viral Videos 2015 (Video)

 

As I put it in my book THE ON-DEMAND BRAND, viral isn’t a strategy—it’s an outcome.

While many people believe it’s a matter of simply posting a video and waiting for it to take off, success comes from share-worthy content backed by promotion—and plenty of it.

The problem with our 2015 list of favorites is that there was so much video that fit the description above that it’s hard to zero in on just 10 favorites. So out of easily two dozen brand videos that hit and stayed on our radar this year, here is an unusually imperfect breakdown of 10 that rose to the top.

(Though our annual list captures videos that generated massive numbers of online views, it reflects personal appeal, not literal rankings).

As in year’s past, a large number of our selections pull at the heartstrings. Others also made some of our other awards lists, most notably this year’s of Top 10 Prankvertisements. And a few won’t be appropriate for every person (or every setting).

But every one of them is worth at least one last look.

10. JEEP: ‘BEAUTIFUL LANDS’

Yes, we’re suckers for patriotic branding. And yes, this Super Bowl spot from Jeep was not without some sniggering (Adweek was quick to point out similarities with the North Face spot that ran during the Super Bowl last year—right down to the soundtrack). It still works for us.

9. NIKE: ‘SNOW DAY’

Athletes get to relive their childhoods with winter’s two most perfect words. A sure way to fire up your competitive spirit, even when it’s freaking freezing outside.

8. ALWAYS: ‘UNSTOPPABLE’

Always’ Effie-wining #LikeAGirl campaign’s summer 2015 entry. Not as good as the original “Like A Girl,” but still heroic.

7. HYUNDAI: “A MESSAGE TO SPACE’

Maybe we should call the Nazca Lines the NASCAR Lines. No, Hyundai’s not exactly going for racing glory here. But in an effort to highlight and humanize its innovative thinking, the brand is using synchronized driving to create markings that can only make sense from space. Nearly 70 million earthlings got the message.

6. SQUATTY POTTY: ‘THIS UNICORN CHANGED THE WAY I POOP’

It’s the “stool for better stools” – and it’s the latest potty humor-infused brand video from the team behind Poo Pourri’s mega hit “Girls Don’t Poop.” Over 50 million views later, this little brand that could has seen sales rise from $3 million last year to $15 million in 2015 (an appearance on NBC’s Shark Tank late last year didn't stink, either).

5. FAN PAGE: ‘SLAP HER’

On the flipside of the “Girl Power” ethos of #LikeAGirl, this public service spot from Fan Page spot addresses male attitudes toward domestic violence in Italy on the heels of a UN report calling it “the most pervasive form of violence” in that country, and after Prime Minster Enrico Letta referred to the problem as “femicide.” Put on the spot, some young men school some other members of their gender on basic human decency.

4. BARBIE: ‘IMAGINE THE POSSIBILITIES’

Is it ironic or fitting that Barbie—a dichotomous figure that has always aspired to empower even while being seen by many to objectify—also made our list? In a year when an artificial intelligence-enabled "Hello Barbie" creeped out some parents (and child psychiatrists), it’s hard not to love this prank video that gets to the brand’s ambitions perfectly.

3. AD COUNCIL: ‘LOVE HAS NO LABELS’

Though it’s not exclusively about any one segment of the population, this video captures the spirit of summer 2015, when the US Supreme Court caught up with the rest of America in its collective declaration that love wins. It always does, even if it takes a very long time.

2. JOHN LEWIS: ‘MAN ON THE MOON’

In the UK, it has become an annual tradition to keep an eye out for the new holiday spot from retailer John Lewis. Even here in the US, this one has touched millions. That is, when it’s not being spoofed (with a mashup with this December's other big pop culture property, Star Wars, natch).

1. EXTRA GUM: ‘THE STORY OF SARAH & JUAN’

Who knew a gum commercial could pack as much narrative emotion as any of the year’s top movies into a two-minute video (at top)? Now that’s something to chew on. And in the spirit of giving a little extra, check out this BTS video of Haley Reinhart doing the Elvis cover. (You're welcome.)

 

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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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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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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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