Real Time Marketing

FRESH IDEA:  If you weren’t paying attention to the marketing world this week, then you missed a really cool, incredibly unique social campaign.  So late Wednesday, one of my Creative Directors asked me if I had seen what Old Spice was doing and just how brilliant the thinking.  And sure enough, the next morning, the press was buzzing about it.  And by Thursday afternoon, it was all over.  In case you blinked or you were just really busy and missed it, here’s what happened…

• P&G’s Old Spice campaign spokesperson Isaiha Mustafa (aka the smooth, shirtless guy in the towel from the ads) turned tweets into real time, YouTube video responses.
• 100+ videos were shot, addressing everyone from celebs to brands to regular peeps, all whom had tweeted something to him or about him on Twitter.  The responses were custom created in direct response to the specific @address.
• Wieden + Kennedy was responsible for the fleeting spots;  Fast Company has an insider’s look interview with the creative team:  http://www.fastcompany.com/1670314/old-spice-youtube-videos-wieden

If you go to YouTube and look for Old Spice’s channel, you can watch all of the responses — they’re funny and well written and maintain the tone of the campaign:  http://www.youtube.com/user/oldspice?v=uLTIowBF0kE&feature=pyv&ad=5066079497&kw=old%20spice&gclid=CKnEhN7R8KICFRecnAodMxFHmw#p/c/484F058C3EAF7FA6

So very real time, so very powerful, so very clever.  Well done, P&G!  Hope your weekend finds you inspired.  Or maybe feeling as smooth as Isaiah.  TASTY TREND:  Real Time – Here and Now Marketing; Socially Acceptable

Share Your Food

FRESH IDEA:  It seems that today’s technology and social spaces bring out passions of all sorts.  Food, of course, among these passions.  And so when I read in New York magazine (5/10/10 issue) about a social site dedicated to snapping-sharing-reviewing restaurants, I wasn’t terribly surprised.  The site is called twiddish.

Essentially, you grab the iPhone app and snap a shot of your food right before you eat it at a restaurant.  It then gets posted – along with your rating/comments – on twiddish.

According to the founders — one who is just about to graduate, I might add! (youngin’s)  — twiddish has been based on the three principles:

• A picture is worth a thousand words
• Foodies crave dishes above all else
• Diners trust the opinions of their peers

You can search within the site, if you’re looking for something specific.  And like Twitter, you can follow and/or stream what others are saying.  Microbloggers as restaurant reviewers = true word of mouth (but wait until you’re done chewing, for heavens sake!).  Me, I’d be afraid of getting shmotz on my phone, so I’ll probably pass.  No need for you to see my greek yogurt and fruit from home, really (bor-ing).  TASTY TREND:  Socially Acceptable; Care to Share

GPS LOL

FRESH IDEA:  As a Star Wars fan, I thought saying “May the Fourth” was just hilarious yesterday.  And then my LOL-fest continued as I read this morning about TomTom’s partnership with LucasFilm and Voiceskins.com.  TomTom now has an agreement to use voices from the “Star Wars” universe — including Darth Vader, C3PO, Yoda, and Han Solo — in its navigation systems.  Brilliant!  And if that wasn’t good enough for a Star Wars geek, you have got to check out the video developed as a “behind the scenes look” at Darth Vader recording the voice for the GPS.  Hysterical!  Great usage of a partnership to create product differentiation.  As well as online video for support and word of mouth/social spread.  And yes…May the Force be with you….always.  TASTY TREND: Traditional Experiential; Socially Acceptable

Sweet Sweet Viral

CRUNCHY NUGGETS:  I am an Account Planner.  It is my job to ensure that a creative brief is written to connect with the target.  And the creative that is delivered meets the brief.  OK…With that caveat in mind, I ask you:  Have you seen the Juicy Fruit viral serenading unicorn yet?!?!  It’s a unicorn puppet.  Choose a love song — from Michael Bolton, to Culture Club, to Boyz II Men.  Customize for a friend.  And then send to “sweeten his or her day.”  That must of been some brief!

Now…from a viral perspective, it’s funny, therefore stirring up an emotion as the best viral pieces do.  The creators went to the top…So no sock puppets here.  It was done using Jim Henson’s production studios.  And it’s simple.  It does “sweeten” your day…How can you not laugh at just hearing “Do you really want to hurt me?!”

But wow…What a crazy concept!!  I’m sharing this because I’m not quite sure whether to applaud or be appalled at its stupidity.  Yep, it’s got a Facebook fan page.  It’s measurable.  And it breaks through to a younger, much more irreverent audience.  But it’s one of those kooky tactics I wouldn’t know what do with if I was in Customer Marketing (does Walmart care?!).  Hey, for someone who likes to draw conclusions and “bigger picture” linkages, I’m stumped today.  Who knew…a unicorn?!  Seriously — this is the kind of post I’d LOVE to get comments on and help me out here…  Between this and Zappos, maybe the trend is puppets in creative executions?!?!

Here’s the link if you want to check it out:  http://www.serenadingunicorn.com/

Write me, write me!  Just don’t send me this video.  TASTY TREND:  Socially Acceptable

Groundhog Day Prep

CRUNCHY NUGGET:  I know that February 2nd is a few weeks away, but I’m a planner at heart!  That said, last week I heard that you can sign-up to get an official text message regarding Punxsutawney’s shadow/no shadow spotting.  Text “Groundhog” to the SMS short-code 247365 using your cell phone. When Phil ventures out of his burrow on Gobbler’s Knob the morning of 2/2, you’ll get a text messages stating whether he saw his shadow (bad news…six more weeks of winter, boo hiss) or didn’t see it (good news…early spring, woo hoo!).  As anyone who followed Barack Obama’s campaign in 2008, text messaging — although it almost feels, dare I say, old school — can be very effective in spreading the word quickly.  So nice PR play by the folks who support the furry fellow out in PA.

For fun, I tried to find other, higher tech extensions of this event.  But found none.  Nope, quite surprisingly no Punxsutawney Phil Facebook Fan page.  No available apps for smartphones.  And gosh, not even a Twitter account — which, actually, would be a perfect, no-cost, timely fit.  But I guess it’s a small step in a world that, let’s face it, centers around weather-prediction-by-animal-shadow.

I’m guessing he sees his shadow. It’s been pretty darn cold in the Northeast this year, let alone entire nation.  But I’ll just have to wait and see.  Oh, the anticipation of the holiday.  TASTY TREND:  Traditional Experiential

Fab Fiesta

FRESH IDEA:  One of my peeps shared this GREAT article recently published on BusinessWeek.com, and posted originally on HavardBusiness.org.  It was about Ford’s Fiesta Movement program.

Essentially, Ford gave 100 consumers (agents) each a 2011 Ford Fiesta.  And every month, these agents were given a mission to complete in their Fiestas based on a theme.  Themes included:  Travel, Technology, Style/Design, Social Activism, Adventure, and Entertainment.  The missions had to be reported, and documentation was shared through social spaces: YouTube, Flickr, Facebook, and Twitter.

OK, so that’s a nice contest with real-time reporting and product usage.  But oh no, no, my dear reader!  What makes this execution so darn crunchy is what the smarty booties at Harvard pointed toward.  The agents selected were already active in social spaces, and hungry to give their readers good content.  So for Ford and these agents, it was a win-win: Ford was able to show their car in cool, unique situations over a nice period of time.  And the agents not only got a car, but a reason to create their own unique content, and publish it for their readers.

So…How it do?  Try:  6.5 million YouTube views and 50,000 requests for information about the car.  Note that virtually none of these requests came from people who already had a Ford in their garages. Ford sold 10,000 units in the first six days of sales. And all with a budget that cost less than traditional buys.

Here’s the article’s URL:  http://www.businessweek.com/managing/content/jan2010/ca2010018_445530.htm.  It’s worth a few minutes of your time to read it and then check out the Movement online at FiestaMovement.com.

A huge thanks and shout out to Susan S. for being such an EXCELLENT sharer of crunchy goodness (woot woot!).  This is great information and inspiration.  Hey, I hope your weekend drives you toward fun, adventure, and your idea of a “fiesta” (ole! or beep beep!).  TASTY TREND:  Socially Acceptable

Color Viral

CRUNCHY NUGGET:  I started the week out talking about color, and quite coincidentally, I’ll end it talking about color again.  So I went onto Facebook this morning to update my status — a regular part of my routine.  And noticed status updates among my FB female friends simply stating a color or colors (e.g., black, B/W, leopard, turquoise, hot pink, etc.).  All with no explanation.  Being curious, I google’d “why are people posting colors on facebook” — love google.  And sure enough, there is a mysteriously-originated reason.

Apparently, the color is supposed to be your bra color.  The one you have on right now, ladies.  And it’s supposed to raise awareness for breast cancer.  There is no definitive origin and no specific organization or brand noted as starting this movement. But it’s spreading and is, therefore, buzzworthy and viral.

Now…as a marketer, I find viral executions quite fascinating — particularly as I’ve heard so many brands with the end-desire to have their viral executions “spread like wildfire.”  And so to see something organic, in real time, is a great opportunity to learn!  This color status fulfills some of what Emanuel Rosen’s “The Anatomy of Buzz Revisited – Real-Life Lessons in Word of Mouth Marketing” notes as characteristics for viral.  Specifically:  The color triggers an emotion — intrigue with a splash of voyeurism;  It fulfills a public service — breast cancer awareness, thus making the sharer feel good for posting.  The third trait “timely” is questionable — although, as part of a movement, it has its own timeliness.  In other words, it’s the “it” thing to post on FB this moment.  (Side note:  Check out 5/4/09 and 6/3/09 posts for more WOM and buzz specifics).

Now, looking at this specific case, we can pull out other things that are making it spread.  I’d like to add three traits:  Simple, Easy – Once you get passed the “Huh?!” of seeing it, actually doing it is super simple.  Personal – Allows the participant to make it their own. And Female Factor – I truly believe women are much more likely to share and pass along than men.  OK, so beyond the bra…again, these are all solid criteria to use for viral marketing executions.

I hope this put a few of you in the lastest FB trends know.  I love a Creative friend’s post of “Pantone 297.”  And no, I’m not going to share my own…TMI for CrunchyMarketing Nuggets!  But hey, no matter your color preference, hope you have a good weekend.  TASTY TRENDS:  Socially Acceptable; WOM Power

Keeping it Simple

CRUNCHY NUGGETS:  This time of year is a fabulous time to get inspired by the plethora of cause and do-good programs.  I could easily share examples for days (hmm, do I feel a theme…”The 12 days of cause programs” — ?! Nah.)  But instead of chatting about all, I’m going to share good ones, pulling out the nuggety-ness (i.e., what makes them share worthy).  Today’s example comes from Kraft.

In partnership with American Greetings (AG), Kraft and AG are turning the traditional e-greeting into a donation opportunity.  No fancy customization, no dancing and singing elves — just a simple message of happiness and joy to share.  Along with 10 recipes in a “box” that the e-greeting recipient can download to his or her desktop (a widget, woot woot!).  Here’s the warm, fuzzy part:  for every card sent, Kraft and AG will donate the monetary equivalent of 10 meals to Feeding America.  Their goal, by the end of December, is to hit 3mm meals — keep in mind that it was originally set at 1mm, so they’ve been so successful thus far, they’ve increased the love!

To support the effort, Kraft is sponsoring a holiday movie on the Hallmark Channel; segments on the Home Shopping Network and messaging on the HSN web site; through its e-mail outreach program; a blogger contest (note that I found this nugget on blogger site The Hungry-Girl); through their own, Kraft web sites; as well as on Facebook. I must say that their FB extension is pretty weak, sorry.  They buried it in a cause application that works with multiple organizations and brands, rather than create their own app.  A missed opportunity.

But regardless, I like it for its simple message, its easy to send and share structure, its whats-in-it-for-me recipe downloads, and especially for the cause overlay.  A nice enhancement to a viral piece.  Here’s the URL if you’d care to check it out:  http://www.americangreetings.com/channel/kraft/

Wishing you a feel-good day!  TASTY TREND:  Feeling Good About Doing Good

Flying Fun

FRESH IDEAS:  Have you ever been uncomfortable on a flight?  Not enough leg room.  No food.  Long, boring hours feeling trapped.  The list could go on — but you get the idea.  And anyone who has every flown can certainly relate.  JetBlue is leveraging these insights (complaints, actually) — in a clever campaign that also has an interesting Facebook fan sweepstakes.  Put away your tray table and put your seat in an upright position to read on…

If you log onto theflyerscollection.com, you’re jetted immediately to Facebook and a tab within JetBlue’s page.  The tab features a slide show of 14, funny, “Flyer’s Collection products” that help travelers to overcome other airlines’ pitfalls, and simulate the JetBlue experience.  The “Decorative Throw Pillows” shown in the image, for example, are meant to “bring you some small measure of comfort…(and) remind yourself to book JetBlue next time.”  Each product helps to reinforce JetBlue’s flyer comforts versus all other airlines.

As a truly, talk-worthy topic, the the site lets you post your comments and share your own product ideas.  But no winning here.  The winning is in another tab for a fan drive in the All-You-Can-Jet-Sweepstakes.  For entry into each of the sweeps’ tiers, you first need to fan JetBlue.  You can then enter daily to win a weekly drawing for one pair of JetBlue tickets — they just started and will giveaway eight sets.  Or, you can enter to win a “team” prize of JetBlue getaway for four.  Which is really unique and cool — as you get to invite FB friends to enter with you to try and win, thus spreading the word about the program, and gaining JetBlue more fans, nice!  They’re also giving away one, grand prize of an all-you-can-jet year pass (i.e., fly free for a year).  But wait!  There’s even more!  For every 250,000 JetBlue fans added by January 31, 2010, they’ll add another grand prize pass.  Again, nice way to incent new fans through a promotion.

The Flyer’s Collection product gallery is funny, and on its own is worth giving the site a peek.  But again, great promotional overlay — and an interesting usage of Facebook as the means to conduct this sweeps and collect data.  In other words, this is not a microsite outside of FB.  This doesn’t live on JetBlue’s site.  Well done!

Hey, I did enter, so if I win the getaway for four, I’d have an extra spot, with just my Husband, me, and my boy filling three of the seats.  Any takers — I bring snacks!?!  Hope your day is much more comfortable than a bad, smelly pillow against a cold, airplane window!  TASTY TRENDS:  Socially Acceptable

Micro Sponsorship

FRESH IDEA:  Today’s post comes from a lead one of my most generously, crunchy-nugget-sharing friends passed along (to KOC, thank you! ).  It’s an interesting website called groupable.  Essentially, groups and organizations of any kind can sign up for free, looking for sponsors.  And then marketers of all sizes can also sign-up and then micro-target to find relevant groups — potentially offering funding, free products, samples, etc.  It’s micro sponsorship and very targeted, versus seeking traditional venues and media channels.

If you take a browse through the groups, you’ll see Mommy podcasters looking for funds; the Viriginia Tech Men’s Water Polo team; an online show called “Cooking For Bachelors” who already has major, national sponsors but is seeking more, etc.  And it’s not just a willy nilly system, like a bad mixer with singletons wandering around to find one another, nervously sipping cocktails while no one dances on the dance floor.  Rather, it’s based on algorithms developed to put together the right sponsor for the right group.  In other words, smart math!  So for a marketer with limited funds, or a niche product, or a very geographically focused effort, it’s an interesting forum to find one another. It takes grass roots and word of mouth to a new, tech-driven level.

Me, I don’t need no stinking sponsor.  I’m living off of good karma *wink*!  Hmmm…with the holidays coming, maybe I should sign up?!  TASTY TREND:  Socially Acceptable; Micro Sponsorship