Socially Adept

Ad Agencies Still Don't Get Social Media - CVS Bombs

I have to say I am disappointed in Hill Holiday and CVS.  However, because I am in the Industry, it's tough to say where the blame lies for this lackluster site.  Most likely, it was CVS that scaled down the initial "community" recommendation to this destined to fail attempt.

The "For All The Ways You Care" site is just boring.  Other than the chance to win $25k for contributing, I can't find much of a reason to interact.  The site is supposed to be focused at women, but it's not clearly identified.  The stories are way too long and there is only a text option.

So, because "I care," let me offer some advice: Photos, Audio, Video first of all.  Second, let me interact with the author of the stories.  Maybe I have something in common with them or just want to offer support and congratulations.  Additionally, save the $25k and offer the ability to award points for participation that can be added to a consumers reward card.  Believe it or not, points encourage more repeat participation than a one time chance to win $25k.

That's it for now... but contact me if you want to discuss in further detail.

Oh... and CVS.... please let someone redesign your website...it's not 1995 anymore and Studiocom is a good shop!

Damn It Feels Good to be a Sellout!

My, oh my, how music has changed!

It wasn't too long ago when any musician that allowed their music to be featured in a commercial was branded as a sell out.  For many, the idea of including a single in a commercial meant certain death.  However, over the past 5 years or so, that thought process has completely evaporated.

With the rise of music downloads, the iPod, and satellite radio, bands aren't just facing a battle on Friday nights in the High School Gym anymore.  Everyday is a battle to get your music heard and garner enough popularity that warrants main stream radio play.  What better way to get your name out there than hitching your bands new single to a hot consumer item... like an iPod.

The release of the next gen iPod's has unearthed a new artist that is getting some major attention online.  Fiest's "1-2-3-4" is the song featured in the commercial.  Here are some stats for Feist's, a solo artist from Ontario, Canada:

• 749,335 plays of "1234" on her MySpace Page
• 171,384 friends on MySpace
• Appeared on Letterman 8/28/08
• Appeared on VH1 "Behind The Music"
• 2,316,947 YouTube views of the "1234" video

Although this is her second US release, I (for one) had never heard of her prior to the iPod commercial.  After finding the song a bit catchy, I searched for it online and found multiple sites dedicated to informing consumers of songs featured in commercials.  I found it here (love the name of this blog), but a simple search can lead you to any song featured in a commercial... like the Old Navy commercial or the Target Commercials.

After speaking with a few musician friends of mine, the change in perception is incredible.  Now, they are constantly asking if there is an online video shoot we are doing that could potentially feature their music.  If the video hits it big, so too will their song. 

The Mobile Advertising Debate Rolls on

Awhile back, I posted on Third Screen Advertising (i.e. Mobile Phone Ads).  To be honest, I'm in favor of this offering as long as it's managed and the mobile phone owner has the option to control the ads being offered.  One way of managing this is via Bluetooth, like I mentioned previously.

In a recent article in the Boston Globe, details on how this type of advertising is occuring already are revealed.  Here's what I don't like as a consumer:

1) Don't send me bluetooth ads based on proximity beyond 5 - 10 feet (encourage me to walk into the store and see the offer.  At least this way you will know I am a qualified lead).  Or have something in front of the store so if my interest is piqued, I can turn on bluetooth to see the offer.

2) The best approach is to encourage existing customers to buy... not try to source in new customers from the street or other stores.  When I'm in the store, let me approach the billboard and see what the offer is.  I may buy another pair of jeans to save 15%.

3) Do not invade my phone with unwanted offers.  there is no need to send me a message without my consent.  Don't pinp me to tell me that if I turn on bluetooth I will receive a message

4) ADD VALUE!!!  If it's not a coupon or special offer, I won't care.  This is why greater distance proximity ads will not work.  A logo and a tagline will not encourage me to come shop and I don't want to receive 6 at a time

5) Don't let the carriers cash in by charging for bluetooth.  Even though bluetooth adds value, I wouldn't pay for it in it's current state

For a good blog on mobile advertising, check out Mobilitee.  I'm eagerly awaiting their thoughts on CTIA for 2007.  If 2006 was a big year for mobile advertising, 2007's show should be unbelievable!

Virtual Worlds 2015

Someone sent me this article from Wired Magazine on Second Life and Virtual Worlds.  The premise of the article is how many brands are spending millions to create in world destinations that no one will visit.  To be honest, I've been of the same mindset for the last year.  Although Second Life is a cool concept, there was nothing going on that would keep me there.  I didn't get any satisfaction from being in world and most of the people I encountered struggled with maintaining a conversation.

However, it really is too soon to say how successful virtual worlds we be.  We've barely scratched the surface with Second Life and with every early entrant there are bound to be issues.  As additional worlds get created, the industry will learn from past mistakes and make drastic improvements.  After reading the Wired article, I started thinking about what I hope virtual worlds will evolve into (for better or worse), so here are those thoughts:

• Websites as we know them will evolve into a virtual world specific to your brand, cause, community, etc.
• Like the Nintendo Wii, users will create avatars that they use to navigate these sites and communicate directly with business leaders, staff, and Influencers they are interested in
• "Avatars will leap frog through worlds as simply as we currently navigate through websites," which will drastically increase marketing opportunities as games and interactive components become more of a story than a distraction
• It's possible that some of these virtual destinations will be "pay to enter" where you can participate in say virtual paint ball, or other types of quick multi-player games beyond the World of Warcraft MMPROPG.

I could go on and on, but I'm really starting to see further into the future and I can't help but get excited.  Does anyone else have any ideas about what might happen?  I'd enjoy hearing other perceptions.

Power in Pink - Under Armour Showcases Breast Cancer Survivors

Under Armour has been running the Power in Pink campaign for a few years now to help tell personal stories from those who survived Breast Cancer.  I always enjoy when a brand gives back to the community and helps generate awareness around issues that affect so many lives.  However, I really wish that Under Armour had taken this campaign a bit further.

The Power in Pink campaign encourages breast cancer to share their stories and 3 women will be selected for a photo shoot and feature in the future.  However, the only stories site visitors see are those of last years 3 winners.  Considering that so many people are affected by Breast Cancer and that Under Armour has invested in this initiative for a few years now, I would have hoped they would share all of the stories with us.

Under Armour is a brand that has exploded on the scene during recent years and has convinced many athletes to embrace their sports gear technology.  I admit, I have abandoned Nike, Adidas and all other brands when it comes to my softball gear (I just need them to start making gloves and bats).  In fact, my cleats (I purchased myself) came in the mail yesterday (I ordered 2-4 day delivery but they got here is 6 because DHL sucks as much as FedEx and UPS).

The Power in Pink campaign is a great platform for Under Armour to utilize Social Media, but so far they have not considered it.  This is a great place for a Social Network or a blog.  Let users vote on who should be this years "Power in Pink Faces."  Make the Power in Pink logo a badge so that others can show support. 

Hopefully, Under Armour will look into Social Media for the 2008 campaign, but in the meantime, I will be documenting the durability of their cleats on this blog throughout the summer.  After ever game I play (about 30) I will take a photo of the new cleats and let you know how they are holding up.

What Are Blog Links Worth? (Part 3) 6,750,000 Impressions on NYTimes.com

If it would take 6,750,000 impressions to return a click through rate of 4% that delivers 270,000 site visitors, it would cost $1,890,000 to run a leaderboard advertisement on NYTimes.com.

Remember... this is all just theory and there are several assumptions being made here, but it is interesting to note the difference.