Some good slides and links here, so worth a read, though I wonder what’s really new. Whatever, it’s a groovily-branded (growth hacking! lean marketing!) reminder to have a rounded product/marketing mix and to pay attention to loyalty management.
Not really of course, but it’s a pretty good gag and will play well amongst the early adopter/geeky market who may feel they’ve lost the brand to new owners Facebook
HT to petapixel
This splendid video for the Dollar Shave Club has lathered itself all over the chin of the internet and it’s offering a serious disruption to a high-margin sector. Note:
- A nostalgic nod back to no-nonsense times (shaving as virility)
- Humility: he’s rubbish at anything involving throwing or catching (this brand is reachable by you)
- Clear repeated branding and the dead simple proposition (why wouldn’t you?)
- “The party is on” – hints at peer approval and that it’s an OK gang to join
- Acres of humour and likeability (use this and have more fun!)
Fun and very well-made Greenpeace video attacking VW, but the comments are mixed at best, with many commenters suggesting they picked the wrong target.
 looks like George Lucas didn’t appreciate the copyright infringement!
Bang on the money guerrilla marketing.
link via the next web
Opinion appears divided on this campaign for an anti-landmine organisation. Rip the sachet and red spills out of the leg.
I’m not usually a fan of shock tactics for charities and causes, but I think this is such an unexpected medium, and the experience so tangible, that it compels people to take notice and discuss it.
Quite rightly, forward-thinking brands are connecting with their audiences via facebook fan pages. It’s a readymade network of peer groups and allows saliency and reputation to be built. It’s a social database that can be accessed for commercial means – to announce a promotion, drive traffic to a site or augment another brand experience.
ITV’s X-Factor are doing this especially well. By crafting provocative, open-ended questions and posting them while the programme is on air, they are tapping into increasingly popular TV+laptop behaviour and creating real-time water cooler moments. I saw one thread about the twins have over 10,000 comments in it. That sort of engagement has never been possible until now.
Unlike email newsletters, publishing content onto fan pages can and should be done quite regularly – certainly at least once a day.
And this is where brands need to spot the danger. All new media bring new communication opportunities. You can speak to your fan base whenever you like. But just because you can doesn’t mean you should.
Just as no-one wants to receive too many (any?) emails from you, over-communicating on facebook risks flipping the consumer’s mindset from “I love your brand!” to “hmmm… stop talking all the time. You are so needy.”
Clinginess is the new spam
All routine stuff, but note the polite, likeable way they sniffed that I’d arrived from search and tailored a friendly message inviting me to subscribe to or bookmark their site.
Nicely done with exactly the right balance of call-to-action v pushiness.
So you’re a.n.other actor wanting to be famous, and you get a minor part in a major show.
Is it possible to use that fleeting moment to market yourself globally?
Sure is. As the b3ta newsletter* explains,
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.
* often nsfw
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.
 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