Random Acts of Fusion Muscle Music !

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...

Consumer Centric + Design Thinking is a mandate


I’m a huge fan of Marketing magazine, so clicking on a Twitter link to a piece on the London 2012 Paralympics, I expected to see the article in full (on my Iphone).  I don’t object to paywalls – but how about this for design/choice complexity! 



The inclusion of sister publications (PR Week, Campaign), and a multi-choice maze doesn’t work well on a smart phone.  I have to admit to becoming a regular  ‘consumer’  and was left feeling overwhelmed, confused and frustrated – and  compelled to CLOSE the page.   

Its another reminder that consumer-centric design thinking must be enshrined through each and every brand touchpoint.  P.s. here's a link to the official games website.




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B E A U T I F U L


I grew up listening to BBC Radio One. It’s a brand with a special place in my heart, the station that unleashed my passion for music.  Driven by a public service mandate, BBC must create content for a diverse, multicultural and international audience.  The brand must fight to stay relevant in the area of a fragmented and technologically savvy audience .  


I’m so thankful that they’ve found a way to build a beautiful, simple and dare I say iconic mobile interface.  By understanding their  equity,  they have transformed today’s complex station portfolio into an intuitive interactive consumer experience. Eye catching design, dramatic colours and logical layout. Beautiful.  Check it out from your smartphone here.



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Creating magic....with tin foil (aluminum wrap)

Yes! tin foil (as we call it in the UK) or aluminum wrap ads can be emotive and memorable. This ad has been bugging me for a few days, because its simple storyline has a cinematic, dramatic air that leaves me expecting many more adventures from these characters.  I love the sense of adventure and the fact they are trying to capture the audience's hearts and minds with a playful sense of wonder and fantasy.

Kudos to the folks at Reynolds (and Euro RSCG/Chicago) for focusing on the right-brain, for using imagination, for great storytelling, for championing inspiration. I hope they take an extreme journey on this whimsical 'magic' theme.....and steer clear of tired, obvious, and functional performance messaging.  

Go crazy -  create a cartoon, give the characters more stories, create kids books and continue to push the envelope. You are on to something, and I might just feel connected to your brand, an emotional territory that your competition dare not claim. 

Pinterest - one simple tip to avoid faliure

If you are (or know) a stressed [business owner/brand/agency/marketer/online strategist/social media guru...you get the point] driven by the fear and panic of missing out on the next BIG thing that is the Pinterest bandwagon, today I offer you escape from failure via one simple tip.  

TIP: BEFORE you DO anything, ask yourself the question - is the brand I'm 'pinning' a lovemark? ...I suspect your answer is no/not sure.....so take a look at my personal list of #lovemark brands (below) and hundreds more - curated at  lovemarkscampus

Immerse in the stories, exercise your right brain.   Have the courage to tell [yourself/Director/CEO/VP/Manager/yourself] .........why you're not doing something with Pinterest right now.  Because you've got fundamental strategic stuff to take care of first....right ?

Music

Lamb
Sade

Tortured Soul


Underworld

Food




Chocolate Sushi

Cubanitas - Milwaukee







Places

Hong Kong - Taxis
Hong Kong - Langham Place Hotel

My Life




Sports

Manchester United

P.S. if your answer was yes....will it be tomorrow ?

The surest way to get people talking

When have you been positively surprised by a brand ? What was the situation ? Why were you surprised ? What did the brand do so well ? I posed this question on Linked In and here's one of my favourite responses -  from Rashi Mittal today:

"Extensive Psychological Research Studies show that 'Surprise' is actually one of the 'strongest' and most 'surest' ways to get people 'talking'. Schemas is the scientific term used for the way that we understand the world. Whenever a 'schema' is broken, people are likely to talk about it. (eg. when a plane lands in water, when a girl wins a hand-fight with a boy and so on.). I'm not even surprised that a discussion on 'how have brands surprised you' has led to so many more answers on linked in, than most average questions. :)

In any case, my favourite of the most recent ones has to be Benetton's Unhate campaign. A lot of positive energy. Breaks schemas like no other campaign in recent times. A conversation-starter like no-other. Viral Marketing at its best?".

here's my email to Rashi:

"Thanks for helping me with your answer. I wanted to re-open this question in 2012 to see how people would respond, and which brands could be part of the conversation.

You rightly made me exercise my 'left' brain, and I'm going to dig up my Psychology books - for a timely refresher on some of the basics of human cognition, perception, and behaviour. I'm intrigued to see if Benetton can build momentum on their campaign and continue to stay part of the conversation and become relevant.

By the way, I love your concept of brandripples.com Its such a great universal metaphor; simple to understand and has that little piece of magic - by being able to visualise its meaning when hearing the name ! Love it."

What are your thoughts ? Join the conversation, get talking and share your answer on Linked In here.

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Commercial Break. We'll be right back



Watching ESPN on my iPad has led to extreme agitation and frustration, because I can't see the commercials. Yes, you heard correctly - ads are a key role in my experience.  With my changed viewing context, broadcasters, advertisers and brands need to tackle new insights in order to meet my needs.

Self  Determination
Context:  I've chosen to watch ESPN Football via my iPad app
Insight: I'm enjoying the novelty and the complete control to watch it on my terms
Need: Acknowledge me 

Hyper-Attention
Context: The screen is c. 12 inches from my face, I'm not doing anything else
Insight:  I want to be entertained, I'm open to a message  
Need: Stimulate me, entertain me

Inertia and Anticipation
Context: Exiting the app is a hassle, and I don't know when the game will will restart
Insight: I feel a bit stuck, I don't want to miss the next play, I guess i will just wait for you
Need: Entertain me, reassure me

Okay so on ocassions  you get a ticker..........or a static graphic....




 Stop Press: Read more here where it was reported in April that ESPN would have the technology in August ready to serve ads ....on the iPad

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Re: HxHxH = #Lovemark - an apology

I put this idea out without a good explanation...Better now ?


  • H1 = Head: its what you THINK about a brand or collection of brands, perhaps interested and aware of some more than others. This is dangerous territory for a brand - as on the journey to a choice the consumer can easily be swayed by logic, price, time, convenience, competition,out of stocks, bad service..... and all other sorts of everyday distraction. 
  • H2  = Heart: its how you FEEL  about a brand...a huge step forward, because this is where you find the brands you love, those you simply cant live without...and lead you to.....
  • H3 = Hands: its what you DO with your... money/wallet/purse/credit card/time/attention... And because your so loyal you cant really explain why you do what you do, you can't justify why you upgraded to the new IPhone model, why you have the ltd edition version of the coffee maker, why you payed $150 to see Sade. 3 nights in a row !....Well not in a rational way........Those, unfortunately are symptoms of a #Lovemark as defined by Kevin Roberts work at Lovemarkscampus.com

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