You’ve surely seen the story of the musician with a beef against United Airlines for damaging his guitar. Being dissatisfied with their response to the incident, he wrote a song lampooning the airline and it’s become a monster hit on YouTube.
Very funny, but not unique. There are many examples of nimble Davids embarrassing organisational Goliaths by savvy use of the web. And how we all love to see things evened out and the big guy look a bit stoopid.
So, say you’re United – this is not good PR. What do you do? How do you respond when someone launches a satirical strike? My advice would include:
1. Be nice There is no mileage in getting heavy. Be humble, generous, transparent and responsive. Give the guy a guitar!
2. Play along
There is no advantage in looking po-faced and corporate. The joke is on you and the only way out is to be a good sport. Perhaps in this instance, they could have made their own video response: a shoddy karaoke version of the same song with edited lyrics.
“We’re sorry about the guitar, and we’re even more sorry about our singing“
Of all the TV ads I’ve been involved in, I’m probably most proud of the launch campaign for the Johnny Vaughan breakfast show. James Cridland was kind enough to rate it:
…the very best radio personality ad. Conveying the benefit of listening to local radio not national, conveying the personality of the breakfast host, and with a clear message of the radio station itself.
Chris Tarrant was leaving the station after 17 years and had been unassailable in the ratings for a long time. Breakfast shows have the biggest audience of the day, and listening habits at that time are very habitual. People don’t want change while they stumble through their morning routines, so changing the biggest show on the highest profile commercial radio station felt like undertaking a product heart transplant.
Johnny had been selected because he had star quality, London credentials and was a proven morning entertainer (thanks to the Big Breakfast). However, just sticking a well-known name in wasn’t enough. We ran a workshop to nail what was to be true (about Johnny and Capital), motivating (to listeners and advertisers) and distinct (in the marketplace).
This resulted in a thought that Johnny was a loveable rogue and that the show would be London’s most entertaining breakfast show.
The incumbent agency, DLKW, were given the brief, and Malcolm Green delivered the idea. It was markedly different to the usual run-of-the-mill radio ad scripts, so to sell it to the board, two reference videos were used.
Firstly, this scene from Oliver showed the joyousness and broad appeal of a song-and-dance London street scene:
Secondly, could Johnny pull it off? He’s a talented chap, but not a trained dancer. This music video for Fatboy Slim showed Christopher Walken going through a few basic steps and looking drop dead cool. Michael Rooney choreographed Johnny brilliantly and I can still hear him urging “Sing, Johnny, SING!” during the filming.
The final ad took two and a half days to shoot. We’d wanted four but that was waaay too expensive, so it ended up being 6am – midnight filming over a long weekend. It was filmed in January and was freezing. Johnny’s wearing long johns in the Piccadilly Circus scene.
This out-take was entirely spontaneous – hence the genuine laughter from the crew squeezed into the corner of the studio. We ran a bleeped version of this ending in cinema and it went down a storm.
LinkedIn appears to have cornered the professional social network market with admirably clear positioning and a genuinely useful site. But I believe they could do even better:
1. Become the CV/resume platform The design of public profile pages are too dry. Couldn’t the layouts have customisable themes to suit personalities and professions? They need to let people better express their portfolios and achievements. LinkedIn have the opportunity to become people’s CV/resume on the web and should take it.
2. Make conversations easier Conversation and connection is at the heart of their brand. Group functionailty and social graph integration could be much richer. LinkedIn could be a service people encounter daily.
How about providing free online spaces for people to brainstorm topics or generate feedback on pitches and product ideas?
3. Get more people to go Pro LinkedIn offer three account upgrade options, ranging from $24.95 to $499.95 per month. I’m sure that’s good value for some professional recruiters, but isn’t there an opportunity for Pro-style badges for the mass market? Done right, people would feel a professional obligation to have a Pro account – it’d be like putting on a good suit for an interview. Flickr seem to have this right at $24.95 per year.
4. Enable real-world networking Every day all over the world, people attend conferences hoping to make new connections. How could LinkedIn add value? Could they provide dynamic pages on your upcoming events showing who else in your network/target is going to be there too? Could they be more proactive on Twitter, using hashtags to partake in conversations around hot events and topics. Might they even run/sponsor networking sessions at the bigger conferences?
5. Own the advice space
LinkedIn could be the platform for professional advice. Sites like Horses Mouth are getting traction in the mentoring space, but LinkedIn have the scale to take a huge share in this. Most successful business people would be flattered to share their experiences if it was made easy.
You probably don’t remember Erik Weiner’s performance in The Sopranos. His single line was, “Leon, take your break at two.” Erik is now stretching out his small moment of fame, for comic effect, and thereby making himself much more famous as a result. Clever stuff, Erik.
Way back in 1994, I was Assistant Brand Manager on Draught Guinness. I was dutifully learning the blue-chip marketing ropes, but really far more captivated by this fledgling thing we then called, wonderfully, the Information Superhighway.
It’s to the eternal credit of my then manager, Jason Nicholas, that he signed off a £25k budget to investigate further. Over the following months, I worked with great people at Ogilvy & Mather (especially Saul Klein) to create Guinness’ first website. We didn’t have the brand domain, so it was hosted at the clunky URL of http://www.itl.net/guinness (sadly not captured on archive.org’s wayback machine). We stretched the limits of Mosaic/Netscape to offer not only images (woo) of a pint, but also an animated gif (double woo!!) of, er, a spinning globe. We even put that address on a TV ad.
But by far the most successful and illuminating piece of work was the Guinness Screensaver. As a format, screensavers went on to be be hackneyed quite quickly, but at the time it was wildly original. It’s not too much of a brag for it to lay claim to being one of the first pieces of viral marketing.
Guinness had just launched a new ad, Anticipation featuring a guy dancing round a pint to infectious mambo music. The idea was to bring to life his inner excitement while waiting for the pint to settle and be ready to drink. It was fresh and wildly popular.
O&M created the screensaver and we put it on the website. But back then, very few people had internet access and this file was a mammoth 1.3 megabytes(!) In the end, we branded up hundreds of 3.5″ floppy discs and put the file on there (it just fitted, thankfully). We seeded a few to friends and colleagues and suddenly the requests came pouring in. By letter! I had a box under my desk and spent most of my day stuffing envelopes. People would take the discs and pass them around friends and colleagues. People loved having beer imagery in their workplaces. There was a point in 94/95 when it seemed every office had screens saved to Joe McKinney dancing round a pint.
[edit] thanks Leo for the screencap! Can anyone help preserve this small piece of web/marketing history? It’d be great to screencapture it to a movie file and put it up on YouTube for posterity. The .exe file ran under Windows 3.1 and if you’d like a copy, please email me hello (at] contrarymarketing dot com or via Twitter @cslyons
Boing Boing reports that, due to legal issues with his label, Danger Mouse is to release:
a blank CD-R in a jewel case with art and liner notes. Fans can just download the music off a P2P site and burn it to the CD-R.
I’m sure this is a genuine case of label/artist differences, but if it were a PR stunt cooked up to raise awareness of the album, it’d be genius.
Imagine: once the hype around Danger Mouse’s audacious blank CD release has peaked, both parties could suddenly come to an agreement to release the album for real and cash in on the publicity.
The web is awash with reaction to Rupert Murdoch’s plans to charge for newspaper content online. Is he a rare voice of reason or does he just not get it?
I think people will pay for digital content – if it’s easy enough.
The problem with handing over £0.99 to read a newspaper online is not the price – it’s just too much hassle. You have to fill in your details, confirm your email address, enter your credit cards etc. Urgh. Simple micropayments have never been cracked on the web.
Apple have shown the way forward. No-one was buying digital music till they made it easy. No-one bought mobile apps till it became a breeze to do so. The sweet integration of device (iPhone), content (apps, music, tv) and store (iTunes) removes all the barriers. They’ve made it almost fun to spend.
When paying for good content on the web is this easy, people will do it.
btw, would anyone have bought iFart on the web using a credit card?
Want to attract the best talent to your company? Releasing videos like this is far more effective than running ‘inspiring’ posters in airport corridors
The full 18 mins are worth watching, but if you want a flavour, start at 10’14”
Gotta love Google’s home page today, themed for Samuel Morse‘s birthday. This playfulness is part of the reason why, despite their size, Google remain likeable.
The New York Times reports that TiVo is showing still ads to people fast-forwarding through the ad break – or pausing what they’re watching.
This is smart and in direct recognition that people don’t mind ads as long as they don’t get in the way.
“By catching them at a time when they’re pausing the program, when they’ve finished with a program,” said Tara Maitra, vice president and general manager of content and advertising at TiVo, “the viewer’s main reason for being there isn’t being interrupted.”
Seems so much more civilised than a 30 second spot. And you can easily imagine Google wanting a piece of this action.
