More Pins

FRESH IDEA:  I swear I wasn’t planning on talking about Pinterest again.  But this idea is just too much fun (and too good) not to share.  And it can be seen in other social channels — Pinterest is among the lot.  One our of clients (who generously shared this idea) received an email invitation from Zulily — a daily deals site for kids’ and moms’ stuff.  The email brings you to a page of mini posters, aka “pinables.”  The designs feature colorful, fun sayings about play and other lighthearted notions.  Under each pinable are share options:  email, Facebook, Twitter, Tumblr, and yes, Pinterest.  Go ahead and share.  For anyone who clicks the pinable you posted or passed on, joins Zulily, and makes a purchase, you – the original sharer – gets $15 in credit from Zulily on a future purchase.  Now, aside from being super cute, there are a number of reasons why I love this idea:

1. Original designs –When you talk about social these days, it’s all about content content content.  So what better way to drive share than to deliver original, highly relevant, and fun content for moms to pass on.  And with very subtle branding, I may add (see image, lower righthand corner).
2. Pinables, the name — Indeed, you can share any way you wish, but in calling them “pinables,” you jump on the hot hot hot bandwagon of Pinterest.  Nicely done.
3. New customer drive & WIFM — Yes, they’re super cute designs and posting them/sharing them, associates you with all things super cute.  But even better:  this is about using your existing database, and incenting your existing customers to find other new members with a simple action.  $15 is a rich offer.  And for doing very little work — again, other than posting and sharing something super cute.  Now that’s smart.

Really great, right?!  The cookies design is my personal favorite.  I’ve pinned to my Pinterest trends & cool ideas board: http://pinterest.com/lisafritts/  Be sure to check it out!  TASTY TREND: Social Curation; Content is King

More Pinterest

CRUNCHY NUGGETS:  There’s Pinterest again…being mentioned in the press today with a lil’ 101 tutorial in USA Today: http://www.usatoday.com/tech/news/story/2012-01-17/how-to-pinterest-mark-smith/52615856/1

But alas…today’s post isn’t about belaboring the what’s, how’s and why’s, but rather, the what-now and what-else for Pinterest.  Specifically as it relates to marketing.  Go back with me to yesterday, sit at my desk, and read my Facebook newsfeed.  And a post for Threadless on Pinterest comes across.  It’s a sweeps:  re-pin a specific Threadless t-shirt design on Pinterest (which you can also purchase, by the way), and you may be selected to win the t-shirt.  Now sure, it’s simple, but what makes it so darn crunchy is that as marketers and marketing types try and get a hold on what on earth to do with Pinterest, here is a brand not only using it, but driving additional engagement and interest through the channel.  Sorta like a retweet sweeps.  Helps spread the word about a brand to others through influencers, hopes to gain momentum through an incentive, and is quick and easy for the consumer.  I like it!  I like it a lot!  What struck me was the “duh” factor…in that again, while trying to get a hold on the basics of this site, here is an easy, really good way to do more beyond boards and pins.  May I please also add that Threadless is a big first-to-try brand.  So they’re a really good one to friend/fan/follow/like just to see what they’re up to.  That…and they have super cool tees as chosen by their community.  When promotion meets Pinterest…love it!  TASTY TREND:  Social Curation

QR Code Inspiration

FRESH IDEA:  Well hello there!  While I was on vacation last week I saved an email I received from one of my favorite trend sources, PSFK.  It shared a really cool usage of a QR code that JCPenney is executing for the holiday season.  They call it a “Santa Tag.”  Here’s how it works:

Basically, you pick up a tag at JCPenney.

Scan the code using your smart phone (any QR code reader will work).  And then leave a voice message for a gift recipient.

You then take the tag and sticker it onto the gift recipient’s package.  He or she gets the gift, scans the code, and then hears your message.  Nice!

I’ll include the link to the PSFK article which shares a video of it and how it works — it makes it very crystal clear.  What I love so very much about this execution is how it’s taking a QR code and: continuing to “train” consumers in how and why to scan;  moves the content of a QR code beyond a discount or a link to like a brand’s Facebook page, and into a truly meaningful, very personalized experience.  And good for JCPenney…it’s a unique differentiation point for a retailer. Love it!  I could see this application for other brands and services, can’t you?!  Here’s the URL: http://www.psfk.com/2011/11/jc-penneys-qr-code-gift-tags-carry-personal-voice-recorded-messages.html

So did you start your holiday shopping yet?  Maybe this will inspire you not just with a good idea, but to make a list and check it twice!  TASTY TREND:  Here and Now; Go Mobile

More Do-Good

FRESH IDEA:  I love this idea.  And I love that it makes doing something good that much easier.  Trend-new technologies-crunchy-goodness-sharing site PSFK just wrote about this…it’s the partnership between UNICEF and Microsoft Tag’s technology.  As an alternative to digging into your wallet or pocket or purse this Halloween to give money to UNICEF, you can simply scan a QR code on the money collection box.  In doing so, $10 gets added to your cell phone bill, and given to UNICEF as a donation.  So no need to figure out the donation amount.  It’s a straight, low-price point level that’s super simple.  And it’s encouraging consumers to accept and adopt QR codes in an everyday moment.  Where this up-levels technology used by cause organizations, is in the experience.  So unlike a text to donate opportunity, here the organization can also serve-up additional content or collect information.  And the QR code aka tag can be put onto anything:  POP, product packaging, etc.

Here’s the PSFK article if you wish to check it out: http://www.psfk.com/2011/10/triple-pundit-trick-or-tag-for-unicef.html

Love it!  Hey, hope you have a good weekend, ‘k?  TASTY TREND:  Experiential Traditional; Here and Now

Be Creative

FRESH IDEA:  I can’t believe I haven’t shared this yet with you.  It’s a fun, worth-your-time web piece that a Tech company called Hitcents created.  They also turned it into a free iTunes app, and it’s now in the top 25.  What makes it nuggety to me:  1.  It’s guaranteed to make you smile, great user experience.  2. Wouldn’t you just love something a lot like this on your web site? Or for your brand? Or as your app to share?  and 3. The ending message serves to inspire.

Here goes…enjoy! http://www.drawastickman.com/

TASTY TREND:  Experiential Traditional

All That and…

FRESH IDEA:  …a bag of chips for charity!  You know me, I’ve seen my fair share of promotions and offers and marketing messages.  So when something new and fresh comes my way, it’s a good day!  Food Should Taste Good is the brand I can thank for making my day today, with a really cool twist on trial-advocacy-cause-social-sweeps.  Give this great idea a crunch…

Save. Snack. Support.  Not only has Food Should Taste Good turned their chip packaging pink in support of breast cancer organizations, but they’re raising $100k, too.  Here’s how:

Go to their Facebook page and click on the “Fight Breast Cancer” tab.  Accept an app to send your friends bags of chips for $2.50 each — $2.00 each if you buy 10+ (nice, low price point).  Decide how you wish to divide up the crunchy free goodness:  number of coupons/bags, and through a mailing address or through a Facebook post to the recipient’s wall.  (Yes, you can, and are encouraged to buy/send a coupon for a bag to yourself, too).  Share your information, including purchase details (credit card number, etc.).  Opt in (or not) to hear more from Food Should Taste Good.  And in 4-6 weeks — if you mailed it, your recipient will get a coupon good for a free bag of Food Should Taste Good chips.  Plus, you the giver are entered into a sweeps to win a year’s worth of free chips. too.

Now…some folks may say “But no one wants to give out their friends’ info.”  Here, I think they would  because 1. the friend is getting a “gift”, and 2. 100% — yes, 100% — of the $2.50 (or $2) goes toward a $100k being raised for breast cancer.  Wow…that’s good.  You gotta love a win-win-win-win (consumer, friend, cause, brand) all-round.  This program takes a feel-good and uses it to get passionates/fans to share the love and drive trial among potential new users.  My only complaint comes from the user experience when you’re done buying and sending and entering:  you’re stuck at a dead end.  No link back to Facebook.  No link to the Food Should Taste Good website.

Here’s the URL if you want to send someone a lil’ chip lovin’ and do something good: https://store.foodshouldtastegood.com/facebook

Feel free to send one my way on Facebook!  TASTY TREND:  Feeling Good About Doing Good; Experiential Traditional

QR Creativity

Macy's Star

Victor Petit's Resume

Shazam's Collage QR Code

FRESH IDEAS:  I’ve been so bold as to insert three images in today’s post as inspiration for QR codes.  Now, I’ve blogged about QR codes (see July 11, 2011 Trial by Smartphone post), I’ve included them in concepts, and I’ve even heard from QR code naysayers, who simply don’t get the point — particularly when they don’t work well, or if they don’t deliver anything terribly meaningful.  But…in the interest of being half-full and recognizing their continued growth and usage among marketing peeps, I wanted to share three cool QR code executions.  In these examples, it’s not so much about the content as it is about the delivery.  Follow me among the images starting with…

Speak to me (Victor Petit’s resume aka the man with QR code mouth) — Giving credit where credit is due…a gentleman by the name of Victor Petit included a full-page, black and white image of himself on the back of his resume.  Where his mouth should have appeared in the photo was a QR code and an outline to indicate where to place a smartphone.  Once the code is scanned, the QR code brings the viewer to a video on YouTube.  And that video is a close-up of Petit’s mouth — black and white, same size/perfect fit — making the image appear to “speak.”  Can I just tell you that he was seeking an internship?!  Somebody hire that newbie creative dude!  Here’s a link to video which captures the actual piece in motion if you’d like to see it — it’s very cool:  http://vimeo.com/21228618?utm_campaign=May_Newsletter

Star treatment — Macy’s delivered “backstage pass” videos featuring designers and stylists through QR codes.  And they could have easily done it plain and simple and black and white.  Macy’s had celebs sharing valuable advice, after all.  But no…Macy’s leveraged the equity in their own logo and their distinct, red star.  So the QR code was part of the symbol the “enclosed” the QR code.  Note that this red star code was used on in-store POP, Facebook, and other locations like store window displays.  Very smart QR execution!

And lastly…Collage montage — Shazam (and I’ve seen one for instagram, too), also went unconventional in creating a QR code that links to their app.  Instead of the expected black and white, it used music images to literally make-up the scan-able code.  Scan the tiny photos and shazam kablam!  You go to their mobile site.  Love that.

So whether or not you like or believe-in or support the usage of QR codes in your marketing elements, c’mon, you gotta admit that these are some pretty excellent ways of using QR technology.  Go on…say it:  “yes, that’s cool.”  Thank you.  Brand peeps, can’t you just imagine your product turned into a code; or your spokesperson speaking off of a piece of POP or an ad; or a collage of flavors and SKUs that make up a QR code to a place where you can buy the products?!  Ah, inspiration.  TASTY TREND:  Go Mobile; Here and Now; Experiential Traditional

Nuggety Friday

CRUNCHY NUGGETS:  Today is one of those days where I want to share a bunch of nuggets with you.  Sort of a “did you hear about…” conversation where I fill you in on new ideas and insights that I’ve read about or heard about this week.  And you take them and use them as you need to (e.g., weekend chit chat, real world example, etc.).  That said, get your nugget net out ’cause here they come, fast and bite-sized.

Proud Pride – Now, a retailer selling tee shirts for a good cause isn’t a terribly new idea.  But this one is stirring up buzz from two sides.  Let me explain: starting this week, Old Navy is offering Pride tees with 10% of the sales going to the It Gets Better Project — a cause that supports LGBT youths to understand that it’s OK to be who you are, sharing real-life stories.  Now…on the one side, ON is doing a fantastic thing by showing support for self-expression, equal rights, and a good cause.  On the other side, ON is being a little corporate-lukewarm as the shirt is only available in 26 select stores (keep in mind they have 1,000+ locations; nor is the shirt sold online).  Now, they say that you can go to any store and ask  the clerk to call and have a shirt shipped to your home.  But again, it’s got different views on the offer.  You can find out the exact stores on their FB event page: http://www.facebook.com/event.php?eid=175353212521535

Funky Flavors – I had to share this one…A USA Today article talks about the crazy flavor trend in ice cream.  Now, the article states that 7 out of 10 consumers stick with the basics: choosing vanilla, chocolate or strawberry.  But the remaining three adventurous types can now choose from funky flavors at national ice cream retailers and brands such as: Buttered Popcorn (MaggieMoo’s), Strawberry Basil (Cold Stone), Mojito Sorbet (Cold Stone), Firehouse 31 (Baskin-Robbins; has Atomic Fireballs crushed inside), Creole Cream Cheese (Baskin-Robbins; creamy with a spicy kick); Maple Bacon Sundae (Denny’s), French Toast (Baskin-Robbins), or Ben and Jerry’s Late Night Snack (made in collaboration with Jimmy Fallon; has chocolate covered potato chips inside).  Sounds…yummy, right?!  Here’s the article (the scoop!): http://www.usatoday.com/money/industries/food/2011-06-02-new-ice-cream-flavors_n.htm OK, moving on…

Me me me – If you haven’t tried this already, do so…Intel and their Core i5 processors are sponsoring a Facebook application that takes the user’s data (friends, photos, likes, words used most often, etc.), and turns it into a “Museum of Me.”  Set to music, your info is presented like a museum tour.  What’s so crunchy about this application is that it’s sponsored.  So sure, we’ve seen the “year in Facebook” apps where it shares similar info. But this one is branded.  Nice!  It’s a worthwhile try for FB users:  http://www.intel.com/museumofme/r/index.htm

Alrighty..phew!  Hope you got all that — there will be a quiz on it on Monday.  Just kidding.  Again, feel free to use as you wish for inspiration or inspired BBQ weekend small talk.  Have a good one!  TASTY TRENDS:  Socially Acceptable; Feeling Good About Doing Good; Retailer Rules; Food & Flavor Fun

Ah Romance

FRESH IDEAS:  One of my favorite, crunchy nugget-sharing friends passed this program along.  She said she was surprised and delighted when she found out what brand was sponsoring this effort.  It all starts at a web site:  patentyourkiss.com.  Here are the details — be sure to reapply your lip balm before reading:

Of course, Harlequin – With 60 years of delivering romance novels that all include kissing, “owning” a kiss is a natural for Harlequin.  And so the cornerstone of this program features their effort to get an actual US patten to “preserve the Essential Romantic Kiss.”  Literally, getting a patent for how to kiss.  It then moves on to engage consumers…

Submit, Explore, Determine – Consumers can create their own kisses, selecting and enhancing the participants (note, indeed – kisses do not discriminate out same-sex couples, but they do ask that you keep the interactions clean), naming the kiss, and then submitting it.  You can also get inspired by other kisses that have been shared.  And if your brain isn’t feeling the love, you can take a quiz to determine your best style kiss.  One winning kiss will be judged to be the best based on creativity, romantic quality, and originality, and will win a trip to Las Vegas. And if all this wasn’t enough…

Mushy and Crunchy – Harlequin also shares the results of a kiss-centered “Romance Report” survey (aww…you know how much I love free survey finds!).  Nuggets include tid bits like:  Only 10% of people would end a relationship over bad kissing abilities; and 1 in 3 women will kiss and tell if, indeed, they have a bad kisser in their midst.  And so on.

Yes, there is also a whole section dedicated to their books, with “Red Hot Reads,” and lots of e-Reader samples for free (note that romance novels are a big big seller in the e-reader world).

Again, thanks to Danielle P-M for sharing the love.  If you want to check out the site again, it’s http://patentyourkiss.com/Default.aspx  It’s a fun, make-you-smile, fully-integrated effort worthy of a few minutes of your time.  Nicely done, Harlequin!  TASTY TREND:  Traditional Experiential

Freshly Baked

CRUNCHY NUGGETS:  I love seeing how iconic brands bring relevancy to their consumers.  And today’s example is fun and fresh.  Duncan Hines is a sixty year old brand.  And with the popularity of cupcakes, comfort foods, and baking reality shows (e.g., “Ace of Cakes,” “Cake Boss”), it could easily have gone celeb, or competitive, or nostalgic.  But it didn’t — instead it went to online video.  They tasked a group of directors associated with Filmaka, a digital entertainment studio (note the very digital specific route), with creating scenarios that demonstrate the “passion, creativity, and fun” that these glazes are said to generate.  And sure enough, within nice lil’ bite sized clips, you watch usage occasions and how-tos, all while being entertained (singing cupcakes, overly passionate baker, etc.).  What I like about the “Hip Hop Cupcakes” video, specifically, is it’s family-friendly shareability (i.e., watch and entertain your kids with a group of singing cupcakes).  The videos live on a YouTube channel, but they’re linked from the Duncan Hines website, as well as their Facebook page (nice integration).  Now, living vicariously through someone else’s marketing budget, I’d add a QR code and a URL to my in-store touchpoints to link to the site (on-pack, tear pad, etc.), as well my traditional pieces (e.g., FSI, print).  And I may have added some level of engagement to ensure pass along (e.g, customization, share and get, etc.).  But that’s just my lil’ adds to a really interesting program for an iconic brand.  Nicely done, Duncan Hines!  TASTY TREND:  Experiential Traditional