Etch A Sketch is doing some amazing responsive advertising to its recent cameo in the presidential race! The brand has seen sales jump 1,556% since last week, when Mitt Romney aide Eric Fehrnstrom called the Romney campaign “almost like an Etch A Sketch” that could be rebooted for the fall campaign against President Obama.
This article by Jacob Braude illustrates the reasons that companies need to make experiences the next frontier in marketing. At Jack Morton, we know that experience brands will lead…and it looks like the rest of the advertising industry may be ready to hop on the experience wagon as well.
Marie Claire Magazine is aiming to create a brand for women who work (presumably a large % of their readership) in their upcoming November issue. It’s a move a lot of magazines are making now, creating supplemental niche content packages to lure additional advertisers—and hopefully new readers. This seems a bit ironic given that 2 years ago, every niche magazine shut its doors (I’m still angry about Domino!).
While I applaud their creative approach to serve up new content AND attract advertising dollars…and of course I’m excited anytime working women are given interesting (not forced) content and ideas…some of Marie Claire’s tactics feel a bit disingenuous and off the mark and walking a fine line between editorial and advertorial.
I do think MC is taking some interesting strides by creating a career network on LinkedIn and exclusive digital content. But Katie Holmes on the cover for working women? I know she works, but not all of us have a traveling support team of nannies, stylists and PR people (although I could sorely use all three)—the cover choice doesn’t feel relevant to me and more importantly in the magazine world—it doesn’t feel aspirational.
I feel like Marie Claire, and other magazines, have a real opportunity to address this growing (and spending) audience in a smart, relevant way…and they just haven’t gotten there yet?
What do you think? Am I being too harsh? Is it just that I haven’t liked Katie Holmes since her Joey days? Or do I just need another cup of coffee?
Outdoor ads is not what I do. I’m an online/ social media guy and can recognize a clever outdoor ad execution that is Facebook share bait.
Duracell Outdoor Advertising
Fiat Palio Ourdoor AD - He Got Stronger
I don’t have HBO nor do I commute in NYC, but I know that Empire is HBO’s show about Atlantic City in the 1920s and that I would love to catch one of these trains. Can a marketer ask for more than for New Yorkers to let a subway go hoping to catch their advertising on the next train?
(Source: jaymug)
Today Jack Morton’s Boston office hosted Brand Camp, giving college students and recent graduates an in depth look at experience brands and working at an agency. One of the concepts that captured the imagination of several attendees that I spoke with was owned media. This fantastic example of owned media is for all my new Brand Camp friends. Now go dream up your own.
Nike: Stadium Box
School Bus Billboards
As my final day as a Jack Morton Intern draws to a close, it is difficult to not think about the future - and thankfully in my case that means one more year of school!
So when I heard this story about how the sides of school buses may become the new billboard, it seemed like a fitting last blog post, as the worlds of education and advertising collide.
While this may not be a particularly engaging brand experience, it is certainly putting brands closer to a group of highly sought after consumers, and the results could be interesting.
TV Ads Engage on a New Level
According to the WSJ article TV’s Next Wave: Tuning In to You, TV advertising is about to get a lot more targeted thanks to tracking technology. This “Sputnik moment” for the industry comes at a time when brands are shifting more of their ad dollars to the internet, leaving “old” media scrambling to make themselves relevant. The question: will “addressable ads” create a new opportunity for brands to engage with a tighter target audience, or will TV viewers opt out?
There’s been some outcry over Kraft’s Athenos ads featuring an “opinionated” Greek grandmother. Perhaps I’ve become jaded—but I think there’s a lot more provocative stuff out there. What do you think?
Super (Social) Bowl Bets, Anyone?
Anyone want to place a bet on how long it will take the social media impressions of a Super Bowl ad to outpace its TV viewers?
There were 106 million viewers of the 2010 Super Bowl. As of September, only the top 2 of the top 10 viral videos of all time had passed that mark (http://adage.com/digital/article?article_id=145673)… but they took about 40 months and 15 months respectively to reach the 100 million mark.
Taking the #3 viral campaign of all time and #1 of 2010 (Old Spice) as an example, which is around 60 million after about 8 months….
I am going to place a bet that this year it will take less than 2 months for this number to be reached.
Any takers?
