Grown Up Thinking

We all know how annoying it can be to hear a song in an ad and not be able to find it anywhere. Apparently enough people felt that way about the latest Ritz ad that the brand responded in a very interesting way. Ritz learned through comments on YouTube that consumers were searching for the happy tune featured in the spot, but were unable to find it online.  The brand responded by posting a video stating  that they would turn the 30 second jingle created specifically for the ad into a full-length song if the video achieves 10,000 views on YouTube.  The song will be available on iTunes with all profits going to the artist.

At the time of this blog post, the video had just over 7k views, so it looks like this ditty is destined for a full-length future. Though the whole backsory may be faked by Ritz’s agency and most would argue that 10k views does not a viral video make, this is still a smart way for a brand to use social media as both a messaging and listening tool.  It also goes to show that sometimes the most compelling social media executions are the simplest.  Contrived or not, this one, like the product itself, is like “buttah.”

Coincidentally, I came across two interesting videos in the same day from two of my favorite bands. Both featured the bands’ original music, each done in a different way but with both it was clear, the fan was in charge.

I first came across this video featuring Death Cab for Cuties’ Little Bribes. The video is a beautifully done combination of still photos and motion video and was created by a fan with no association to Death Cab. So, without spending a dollar, Death Cab has a professional quality video created promoting their music, perhaps better than they could have done themselves.

The second video I came across featured Bloc Party’s Ares (Villains Remix). Bloc Party was involved in the creation of this video. Bloc Party saw the power of crowdsourcing and including their fans in the creation of the video so they created the video using entirely fan shot footage, mostly from mobile phones at concerts.

Both videos illustrate how media has changed from a one-way communication channel to an open platform where individuals can assert their influence and express their passion. Smart brands (or bands) like Bloc Party understand the need of consumers to be involved deeply in things they are passionate. They understand how bringing them in not only deepens those relationships with their core fans but gives them an authentic, powerful voice that showcases the passion of their fans to others.

With marketers continuing not to see the returns on high priced athlete endorsements and even more athletes caught amongst the scandals (Manny), marketers are asking what’s next. About a decade ago, Texas Hold-Em Poker emerged as the new hot sport (if a finger gesture and flick of the wrist can constitute a sport). ESPN and other networks jumped in on the action and marketers ante’d up.

So the new Poker? It might very well be Ping Pong, or some might say Table Tennis. Already the second largest participation sport in the world to only soccer, Ping Pong is gaining in popularity in the US and like Poker is spreading quickly on college campuses.

Now marketers are thinking it might be time to jump in. InBev’s Anheuser-Busch has signed on as the lead sponsor of the Bud Light Hard Bat Ping Pong Tournament, which started last month. Ping Pong offers AB the chance to own a new sport on the rise, associate itself with a fun, social activity and does so without the expense and headache that often accompanies the sponsorship of today’s major athletes.

Will Pong reign? If so, brands might want to start to get on board the Cornhole and Skeeball train soon.

A lot of clients ask me how social media can support traditional media. Smart brands understand that a great campaign is an integrated one. Your brand needs to be a ‘social brand,’ not simply a brand with a social media presence, and that presence requires a fluid media approach. 

T-Mobile (a client of ours here in the US)  has recently launched some impressive work  in the UK. Who can forget the impromptu dance performance in the middle of a London Underground station, a video that has received over 11 million views on YouTube? Thankfully, T-Mobile’s latest addition to the Life’s For Sharing campaign is even more impressive.

T-Mobile teased 13,500 people to show up to Trafalgar Square in London for the chance to be in a TVspot. When participants arrived, microphones were passed out to the massive crowd and everyone was directed to join in a surprise sing-a-long to Hey Jude (featuring a special appearance by American pop icon, Pink). The stunt will be featured as a TV spot in T-Mobile’s upcoming campaign and has helped propel the brand to the #4 spot for most subscribed sponsor YouTube channel in the UK.

By hosting a live stunt that created an unforgettable TV ad, T-Mobile effectively built an authentic back story while connecting with consumers. The 13k participants experienced something truly unique, and the online community is buzzing about it. Brands like T-Mobile are gaining a ton of credit in the viral world of YouTube, blogs and social outlets for bringing people together in a memorable way. When you think of how social media can propel your brand,  why not include all other media assets to help create a more organic (and more long-term) conversation? 

When 140 characters seem simply too daunting, turn to Twitter Magnets. Post spontaneous phrases to your own personal Twitter account, or to their own dedicated live feed of micropoetry.

Clever and lovely little interface to spend a few minutes on.

I’m hard pressed to find anyone who genuinely enjoys a trip to the DMV, being confronted by nosy parental units, or being prodded by a physician (unless we’re talking McDreamy). So, how can companies and causes confront teens with uncomfortable issues outside of these yawn-inducing mediums? Recently, I’ve been dazzled by a few campaigns willing to crank up the kiddies’ Jacuzzi and dive in, sans apologies.

Forget the lame ‘Donate Life’ pamphlet at the DMV. The Trillium Gift of Life Network has launched RecycleMe.org, where you’ll find an attractive, well-intentioned young chap in his birthday suit, urging you to open him up and check him out. Click on any of his glistening organs and he’ll tell you why someone will need them more than you someday.

ThatsNotCool.com is creating awareness about the need for respect and boundaries in the digital space by giving teens the tools to stop bad behavior.  Now, instead of replying to every invasive, incessant text from a pushy partner, teens can send a ‘callout card’ that fires back: “You’re Much More Attractive When You’re Not Textually Harassing Me.”

MTV’s cryptic TV spots featuring celebrities hyping the mysterious “GYT” piqued my curiosity. WTF is GYT? Gay Young Thing? Green Your Technology? This crafty campaign is sure to GKT (Get Kids Talking) about topics DTD (Difficult To Discuss), even if they do it through code, which is (let’s face it) how most teens communicate these days anyway.

The triumph here is these companies’ success in reaching their young and sometimes apathetic audience through a message that is strong yet accessible. By creating an active dialogue with youth via the messaging channels they use most frequently, organizations and causes will be able to hit issues that are usually off the radar for most teens.