The rather nonsensical title of this post is to inspire you by highlighting the creative heights that celebrity laden brand videos now deliver....

Old Spice's Muscle Music

6M views as at Sept 1st 2012: Youtube/Vimeo - official pages only.

Stop Press: now at 9M as at 6th Jan 2013

Ford's Random Acts of Fusion

90K views (as at Sept. 1st 2012 on Youtube) - 5 videos in the series.

Stop Press: now at 1M as at 6th Jan 2013 (many, many more videos)

Its great to see Ford's passion for episodic scripted storytelling, self deprecating humour, and sharp casting (with Joel McHale, Kate Micucci and Ryan Seacrest).

The videos are truly 'laugh out loud' funny yet are doomed to obscurity unless you share this post/video link, and check out @FordFusion and their website.

Just don't ask for an ROI, what the budget was, or define the quality of their work by the number of views.....(and for the record no one at Ford asked me to write this, and my current car is from a Japanese brand)...

9.4.12 - Stop Press: So, if you have gotten this far you must believe that the strategy and metrics driving this campaign go far beyond 'viral video/youtube views'.

Dig deeper into Scott Monty's insights here, as its evident Fords goal is to become a lovemark.

1.6.13 - Stop Press: ...So I can't leave this campaign alone.

They've made the ubiquitous concept of a 'remix' a little more spice by adding Reggie Watts, plus given their Youtube page a revamp with some snazzy gadgets.

Seems as if Ford and Team Detroit have a budget to invest in scalable ideas.....and so should you...

The New Orleans Saints vs Drew Brees contract negotiation is a perfect metaphor for my frustration with marketing right now. This post is a rally call for marketers and brands to work on Lifetime Value instead of ROI.

The ROI limitation

As Brees’ current $60M/6 yr contract ends, both sides are at an impasse because of a $6.25M overspend on the NEW contract. Let’s look at the latest numbers reported by ESPN:

Brees demand: $20.5M X 5 yrs = $102.5M
Saints offer: $19.25M X 5 yrs = $96.25M

I’ve been here before, and I know right now that no President, CEO, CFO, CMO would entertain a marketing plan to ‘overspend’ by 6%, (and if you were having a really bad day could trigger a request for a 6% underspend!). So here’s an innovation for Brees....combine contracts, current ($60M) + new ($102.5M) AND change the story:

Lifetime Value Rocks!

Brees should reframe his discussion as LIFETIME VALUE, and use different language. He MUST avoid referencing ‘current’ or ‘new’ contracts . These contracts do not impact what he delivers to the Saints.
He needs to go in right now and TELL THE STORY that he’s only asking for $14.8M a year.
He should use these words in every statement “My lifetime playing and leadership value to the Saints is $162.5M over 11 years”.

The lifetime value story is TRUE. Marketers must be brave enough to tell this story about their strategies and plans. Those that do will be seen as leaders, and marketing will be rewarded as a respected growth driver for the business…..

Those that don’t, well you know who you are. Enjoy fighting with your ROI tools that still wont make the calculation work for you!

Blog

Random Acts of Fusion Muscle Music !

Open Letter to Drew Brees (Lifetime Value vs ROI)