Archive for category Advertising
Wieden + Kennedy Redux
Posted by Michael Opperman in Advertising, Branding, Web 2.0 on April 4, 2007
Just as I’m giving the agency a hard time, they launch a new site that is impressive. Experiential and interesting – though a bit cool from several years ago. Not fully applying next generation ideas of a web experience. The site still provides a push experience, allowing users to explore but only defined superficially. There is a lack of a customizable experience. That would have been cool.
It’s Not Sexy, But It Works
Posted by Michael Opperman in Advertising, Gaming, Mobile on March 28, 2007
Search and email continue to be dependable bread and butter approaches for marketing dollars. Though mobile and gaming garner press and buzz, adoption is still modest. Read more.
My argument would be appropriateness and context. Many companies are rushing where angels fear to tread – employing tactics in search of a strategy. Not everyone is interested in content on their mobile phone or gaming experiences. But a lot are. And knowledge of consumer behavior is critical before launching anything.
Free? to Casual Gamers
Posted by Michael Opperman in Advertising, Gaming on March 28, 2007
Some companies are using a different model – allowing gamers to play for free, as long as they watch ads.
Too Little Too Late
Posted by Michael Opperman in Advertising, Business Models on March 26, 2007
Nike announced that it will be looking for other agencies to help with their business, changing the nature of their longstanding relationship with Wieden+Kennedy. The reason is digital. Nike is demanding more expertise in the interactive space. I think what is unfortunate is Wieden+Kennedy’s missed opportunity (more common than one would think for ad agencies). Wieden+Kennedy considered partnering with AKQA (an interactive firm) about two years ago. They decided to hire up internally instead. Investment, concerns about internal culture come into play. I’m the last to consider such decisions easy, but I think it points to both a timidity and an arrogance endemic at many ad agencies. Both hesitancy to invest and fear of interactive, and a strange hubris around the management of interactive. Interactive is an expertise and different from what agencies are used to doing. The sooner a good partner is found, the better.
A Model Is Emerging
Posted by Michael Opperman in Advertising, Business Models, Microsoft, Search on March 22, 2007
Microsoft is merging its web search and online advertising divisions. At some point you just gotta join ‘em.
Everything is different in England
Posted by Michael Opperman in Advertising, Apple, UK on March 20, 2007
These fellows are substituted for the U.S. guys in the Apple commercials. Enjoy.
Changes Are Afoot At Best Buy
Posted by Michael Opperman in Advertising, Best Buy on March 8, 2007
For the first time in 20 years, Best Buy is inviting agencies to participate in a review of its estimated $200 million brand advertising account. Included are Crispin, Porter + Bogusky, Fallon, GSD&M, and Chiat/Day. What does that mean for its in-house ad group?
Cartoon Network Resignation
Posted by Michael Opperman in Advertising, Cartoon Network, Ethics, Guerilla on February 12, 2007
Jim Samples, GM of the Cartoon Network, resigned on Friday saying he ” felt compelled to step down, effective immediately, in recognition of the gravity of the situation that occurred under my watch.” This seems a sad result for someone who has been part of the Cartoon Network’s steady growth for the past 13 years. The act is noble, but I would be surprised if he had anything at all to do with the Boston guerilla stunt.
Some have called the campaign economical, but it hasn’t “translate[d] into much of a marketing boost for the show the network was trying to promote. The cartoon averaged 386,000 viewers last week among its targeted demographic of 18-to-24-year-olds, according to Nielsen Media Research. The previous week, the show averaged a virtually identical 380,000 among young viewers.” (New York Times)
The Madness Begins
Posted by Michael Opperman in Advertising, Promotions, Travel on February 8, 2007
Coca Cola is partnering with Carlson Hotels for a March Madness promotion. Game pieces, codes, hotel stays, packages that include Coca Cola and gift certificates to T.G.I.Friday’s. This is one that should have significant traction. The promotion makes sense, is on brand and has a focused target with clear desired behavior. Sometimes this stuff isn’t rocket science. But when done well, there is an elegance to it.
Here is some of the data that argues for success if the promotion is executed well:
“Fifty-three percent of college basketball fans travel at least once per season to watch their favorite college basketball team, and an amazing 64% of those fans are willing to travel up to 250 miles when doing so,” said Peter Goldreich, Carlson’s vp-marketing and communications.
In a Carlson survey of 2,300 frequent guests at Radisson and Country Inns & Suites completed last month, 48% dubbed the Men’s NCAA Basketball Tournament as the most exciting sports championship. The Super Bowl was selected by 28%, followed by the NCAA football’s national title game, 12%; the World Series, 7.5%; the Stanley Cup Finals, 4.1%; and the NBA Finals, 3.4% (according to Brand Week).
Tone Deaf
Posted by Michael Opperman in Advertising, Cartoon Network, Guerilla on February 6, 2007
I was a frequent watcher of Aqua Teen Hunger Force on the Cartoon Network. These short cartoons are irreverent, line crossing, and often not funny at all. But there are those moments of ridiculous and boundary pushing humor that make watching worthwhile.
Then there is this whole Boston thing – littering the city with suspicious wired boxes with lights. Add me to the list of critics. I found the stunt to be shortsighted and unnecessary. These are the guerilla tactics that I find tasteless and tone deaf. It is unfortunate. Will I stop watching the show? I already have.