RICK MATHIESON: GENWOW.COM

May Mobile Marketing Roundtable (Pt 1): How AMEX Banks on Mobile Marketing

I'll just come out and say it: Friday's GEN WOW Mobile Marketing Roundtable was nothing short of awesome.

Three of my favorite people in mobile marketing teamed up to answer questions on the quickly evolving world of mobile + social + local + retailing + pop culture and more.

On hand: Julie Fajgenbaum, vice president of brand and social media for American Express; Rachel Pasqua, director of mobile for New York  City-based digital marketing powerhouse Organic; and Dorrian Porter, CEO of mobile marketing phenom Mozes, a longtime sponsor of this blog.

All this week, I'll post excerpts from this wide-ranging new roundtable, which spans mobile apps vs. mobile web; Facebook's prospects for monetizing the mobile channel; the future of social television and much, much more. 

Up first: Fajgenbaum, who gives us the scoop on AMEX Sync, which offers card members discounts for tweeting advertised hashtags; strategies for fighting "showrooming" - the dynamic where consumers go to stores to see products but then order via mobile phone - and how mobile + Jay-Z = astonishing success.

MOBILE MARKETING ROUNDTABLE (PT 1): JULIE FAJGENBAUM: HOW AMEX BANKS OF MOBILE MARKETING

(11:09)

Use the Player or click here to listen to MOBILE ROUNDTABLE PT 1: JULIE FAJGENBAUM - HOW AMEX BANKS ON MOBILE MARKETING

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Piqued? A Marketer's Guide to Pinterest (Motion Graphic)

 

Missing the whole point of Pinterest? That might not (just) be social media fatigue.

You're probably just a dude.

Much like Facebook, Pinterest appears to mostly appeal to girls and women.

This nicely crafted YouTube motion graphic from MDG Advertising (by way of SocialTimes) breaks it down for us, and offers some insights into how brands can use it.

Judging soley based on this, however, one could be forgiven for walking away believing the whole point of Pinterest is to promote products you like by "pinning," "repinning" and building "boards" - ie, giving away your time and personal prestige by promoting Corporate America's products ... for the fun of it.

There must be more to it that that, of course. The fact that Pinterest is the fastest social network to top 10 million users means there must be something powerful and compelling about it.

At least, that's how this Dude sees it - even if the appeal escapes me.

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  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Amazing Spider-Man Augmented Reality App (Video)

 

Can he swing from a thread? Take a look overhead - with your mobile phone, that is.

Sure, Marvel's "Avengers" hits theaters at midnight tonight, and it already has its its own augmented reality app for use within Walmart.

But June's big "Spider-Man" reboot is getting an even niftier little app that lets you see Peter Parker's alter ego in action - and even snap and share photos from his web to yours (talk about bringing new meaning to the phrase "webslinger.")

I still think "Mission Impossible's" AR app is cooler - but this is still sure to please friendly neighborhood Spidey fans near you.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Dove Lets You Give Facebook Ads A Makeover (Video)

 

Unilever's Dove brand has a new entry in its ongoing "Campaign for Real Beauty" campaign - a new effort in Australia that lets women switch out Facebook ads that are downers - beauty ads that feature negative imagery - with uplifting ads that let women eschew beauty industry stereotypes.

In my book, THE ON-DEMAND BRAND, I take an in-depth look at this iconic campaign; interview Laura Klauberg, Unilever's then-SVP of Global Media about some of the astonishing results the campaign has been generating; and examine how the brand reconciles the fact that while Dove is working to help women foster healthy body images, its Axe deodorant and body wash brand, well, not so much.

Read more about the ad makeover initiative here.

And read more about THE ON-DEMAND BRAND here.

And you can hear excerpts from from my source interview with Laura Klauberg here:

Part 1: The Power of 'The Big Brand Idea'

Part 2: The 'Evolution' of Dove

Part 3: Fostering Brand Innovation

Part 4: Getting Personal with Social Media

 

Read more here.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Fake TED Talk from 2023 Part of Transmedia Promos for 'Prometheus' (Video)

 

Ridley Scott's prequel to Aliens included a presentation at TED this year by Peter Weyland - the fictional character played by Guy Pearce - pretending it was from TED 2023. (Minor nit: This looks like actual film, versus the digital video often used for TED videos.)

And it's just part of an elaborate, transmedia campaign that so far includes elements like fake business cards that lead to YouTube videos and Facebook conversations. And don't miss this corporate video for Weyland' Corp's new android, David (below).

 

As Simon Pulman, CEO of Starlight Runner Entertainment, writes in Ad Age, this effort - from Scott and "Lost's" Damon Lindelof - makes the advertising for the film an extension of the film rather than purely promotional. Best of all, it makes fans part of the effort, enlisting them to spread word of, and dissect, each new component of the campaign.

In my book THE ON-DEMAND BRAND, I look at how Lenelof and then-head of marketing for ABC Entertainment, Mike Benson, used transmedia storytelling to fuel fandemonium among "Lost" fans in the (often long) periods between seasons.

Prometheus looks very cool - and the campaign promoting it looks cooler still.

Read more here.

 

Read more here.

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  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Entire IKEA Store in A Tiny Ad Banner (Video)

 

IKEA's notion of a big idea is a really tiny ad banner.

The brand has stuffed an entire store - 2800 products - inside this 300x250-pixel ad banner, with rollover functionality that magnifies products. Just click and you can place an order.

While a more overt social component would have made this even cooler - and more viral - you have to give props where they're due.

Call it the world's smallest IKEA store.

Or the the most monumental idea to come to ad banners in a really long time.

Read more here.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Move Over, TNT: Tic Tac Pulls Off Bodacious 'Bad Breath' Stunt in Crowded Street

 

Did Tic Tac just top TNT by a breath?

Sure, last week was all about TNT's hilarious street promo. But so far, this week is kicking off with a stunning performance of a Tupac hologram at Coachella 2012 - and a look at what happens when a flash mob meets digital outdoor signage in the name of freaking people out and making a scene out of what must be astonishingly bad breath. Brilliant.

Read more here.

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  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Author Rick Mathieson Takes on Top Digital Trends At Visual Media 2012 in SF

I'm looking forward to my talk at Visual Media 2012 next week in San Francisco.

It looks like a fantastic agenda, and I'm amped about being invited to speak

Read more here.

 

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  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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TNT Pulls Off Dynamite Street Promo on Quiet Square (Video)

 

This street promo for TNT in Belgium is a total blast.

Place one red button in the middle of a quiet square. Add a sign that says "Push to add drama." Wait for someone to come hit that button. And then let all hell - and hilarity - break loose.

Big kudos to all involved.

Read more here.

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  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Kit Kat, Pepsi Personalize New Social Media Campaigns (Video)

 

Kit Kat and Pepsi want to get a little more personal with you.

In my book THE ON-DEMAND BRAND, I discuss how important it is to accentuate the POS-itive in digital marketing - "P" for personalizable; "O" for ownable; and "S" for sharable.

Old Spice Guy is just one of the higher profile examples of this notion - personalizing video snippets to address individual consumers (well, influencers in that campaign).

Now, JWT is showcasing new campaigns from Kit Kat and Pepsi that take a page from that playbook.

In Kit Kat's case, it was a recent initiative in Milan that enabled consumers who Liked the brand to get caricatures created of them, that they could then share with friends.

 

Meanwhile, in an upcoming campaign, Pepsi will have comedians impersonate consumers who Like the brand, based on there sure-to-be-embellished Faceboo profiles - which should be a lot of fun.

What's nice here is that these efforts are aimed squarely at everyday consumers (even though the Pepsi promo seems to indicate otherwise) - versus the digerati.

Will they spread like Old Spice Guy? Time - and some serious sharing - will tell.

Read more here and here.

 

 

How might your brand put projection into play?

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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