Archive for March, 2007

Is Google Too Powerful?

By March 30, 2007

I’ve seen this question posed (and pondered it myself) a multitude of times which explains my intense love/hate relationship with the company. This article does a great job of highlighting the broader potential concerns a lot of people have. Business Week: Is Google Too Powerful?

I’ve seen this question posed (and pondered it myself) a multitude of times which explains my intense love/hate relationship with the company. This article does a great job of highlighting the broader potential concerns a lot of people have.

Business Week: Is Google Too Powerful?

Categories : Uncategorized (2) Comment

Microsoft acquisition of DoubleClick likely

By March 30, 2007

There’s been rumblings about this building up over the last couple weeks. It’s still not 100% definite but it’s starting to sound far more likely than not. MediaPost Article Even if it’s not DoubleClick, it’ll still happen soon with a similar company – be it Atlas or Valueclick/Mediaplex. I honestly can’t help but wonder why […]

There’s been rumblings about this building up over the last couple weeks. It’s still not 100% definite but it’s starting to sound far more likely than not.

MediaPost Article

Even if it’s not DoubleClick, it’ll still happen soon with a similar company – be it Atlas or Valueclick/Mediaplex. I honestly can’t help but wonder why it’s taken this long for major players like Microsoft and Google to finally get into the ad hosting business (beyond hosting for their own networks.) It’s a natural extension of their existing business model and opens both companies up to the advertising dollars that come with more branding-oriented advertising.

Google has supposedly been beta testing its own online ad hosting system. I fully expect their system (like most Google products) will be free in an attempt to gain and dominate marketshare. Assuming Google’s solution is free, it’ll be interesting to see if Microsoft makes their acquired system (which previously cost a considerable amount) free or if they try to stick with a paid service. Assuming Google’s solution is worthwhile, it would be a risky move to try and maintain a paid service model.

Categories : Uncategorized (0) Comment

Product placement meets user-generated content

By March 28, 2007

The YouTube phenom Lonelygirl15 has signed a product placement deal with Hershey to promote its Icebreakers gum. MarketingVox article Could Ask A Ninja be sporting some Oakleys in the near future? A few television networks already promote their programming on his podcast. In fact, Paramount studios is currently using him to help promote the upcoming […]

The YouTube phenom Lonelygirl15 has signed a product placement deal with Hershey to promote its Icebreakers gum.

MarketingVox article

Could Ask A Ninja be sporting some Oakleys in the near future? A few television networks already promote their programming on his podcast. In fact, Paramount studios is currently using him to help promote the upcoming movie Blades of Glory.

Categories : Uncategorized (1) Comment

Second Life Loses Luster

By March 28, 2007

Adweek has an interesting article up about how brands are failing to understand how to adequately and innovatively market themselves in Second Life. It goes on to discuss how Second Life citizens are losing interest and trust in the brands that are there. Marketers continue to rush to the virtual world of Second Life despite […]

Adweek has an interesting article up about how brands are failing to understand how to adequately and innovatively market themselves in Second Life. It goes on to discuss how Second Life citizens are losing interest and trust in the brands that are there.

Marketers continue to rush to the virtual world of Second Life despite increasing evidence they don’t really know what to do when they get there.

Last week, Coldwell Banker hung out a shingle on the site as “the first national real estate company to sell homes within the community.” The realtor is in good company. H&R Block, Adidas, IBM, Reebok, American Apparel, Toyota, Leo Burnett and Bartle Bogle Hegarty are among the dozens of firms already there.

So far all this collective marketing savvy hasn’t much impressed the actual Second Lifers. More than 70 percent of the site’s users say they are disappointed with the marketing that goes on in Second Life, according to a survey by Komjuniti, a Hamburg, Germany, research firm. This could be because companies are approaching the site like a traditional marketing channel.

Read the full article here

Categories : Uncategorized (0) Comment

Made Of Japan: A Dynamic Visual Interface

By March 27, 2007

Onitsuka Tiger, a Japanese sneaker, has launched a new site called MadeOfJapan.com. The site is a collage of a sneaker made up of Japanese photos–from fashion to anime to just about anything you can imagine. The photos are gleaned from Japanese-related web sites and are updated hourly. Scrolling over each photo displays a link to […]

Onitsuka Tiger, a Japanese sneaker, has launched a new site called MadeOfJapan.com. The site is a collage of a sneaker made up of Japanese photos–from fashion to anime to just about anything you can imagine. The photos are gleaned from Japanese-related web sites and are updated hourly. Scrolling over each photo displays a link to the originating site. The collage updates itself based on which links you click. Its an interesting mix of user-generated content and visual interface and the dynamic aspect keeps it fun. The site was created by Strawberry Frog and Dutch agency Woedend. Thanks to Mopsy Gascon for the heads up on this.
Categories : Uncategorized (0) Comment

NBC & Fox team with Yahoo, Microsoft, AOL and Myspace

By March 26, 2007

It’ll be interesting to see what comes from this. Google/YouTube have been trying (with mixed success) to get partnership deals from major content providers to solidify their position as something more than just a site for quick video clips. Obviously NBC & Fox would be ideal content providers. Nobody’s going to challenge YouTube for the […]

It’ll be interesting to see what comes from this. Google/YouTube have been trying (with mixed success) to get partnership deals from major content providers to solidify their position as something more than just a site for quick video clips. Obviously NBC & Fox would be ideal content providers.

Nobody’s going to challenge YouTube for the video crown anytime soon, but with increased broadband penetration long format video content is now becoming more attainable.

LA Times Story

Categories : Uncategorized (0) Comment

NIN Drums Up Excitement for New Album

By March 22, 2007

When we first told you about ARGs (Alternate Reality Games) a few years ago they hadn’t yet hit as a mainstream marketing technique. While ARGs may never become as ubiquitous as traditional advertising billboards, we’re impressed with the way an elaborately executed ARG is promoting Nine Inch Nails’ upcoming concept album, Year Zero. The ARG, […]

When we first told you about ARGs (Alternate Reality Games) a few years ago they hadn’t yet hit as a mainstream marketing technique. While ARGs may never become as ubiquitous as traditional advertising billboards, we’re impressed with the way an elaborately executed ARG is promoting Nine Inch Nails’ upcoming concept album, Year Zero.

The ARG, like the album, tells the tale of a bleak apocalyptic world in the year 2022. Discovered in February, fans first realized that by tacking “.com” onto the words “I am trying to believe” which were highlighted on the back of NIN tour t-shirts, they were lead to a website giving them more clues about the impending dystopia. Numbers on the t-shirts turned out to be a phone number giving callers access to a preview clip of the NIN single, “Survivalism.” More recently, USB drives found in the bathrooms at NIN concerts in Portugal, Spain and England were found to contain various image files, videos and MP3s related to the Year Zero ARG. Fans have found over 28 websites by uncovering Morse code clues hidden in audio tracks, images revealed through spectogram analysis of MP3s, and visuals buried in music videos.

With countless fan blogs tracking each new revelation—not to mention a Wiki dedicated to decoding the mystery—it seems that Nine Inch Nails has succeeded in inspiring fan excitement regarding their upcoming album. We’ll have to wait to see if the fan immersion actually pays off when Year Zero is released April 17th.

Article courtesy of Trendcentral.com

Categories : Uncategorized (1) Comment

Doritos Brand Chief Says, "Get real," Reveals Next Move

By March 20, 2007

Jason McDonell, director of marketing for Frito-Lay’s Doritos brand says marketers need to “get real” and acknowledge that marketing isn’t merely advertising and communication. Addressing a crowd at OMMA Hollywood on Monday he said its about “building a relationship with consumers.” To me (one that is immersed in new marketing and awash in all the […]

Jason McDonell, director of marketing for Frito-Lay’s Doritos brand says marketers need to “get real” and acknowledge that marketing isn’t merely advertising and communication. Addressing a crowd at OMMA Hollywood on Monday he said its about “building a relationship with consumers.” To me (one that is immersed in new marketing and awash in all the hype) his statement is nothing new.

Then why am I taking about it? Well he did have some good insights into his consumers and you may want to know how the company is going to follow up the the Doritos “Crash the Super Bowl” contest. The contest invited consumers to create an ad that would air on the Super Bowl. With more than 1,000 entries, five finalists were chosen and consumers viewed and voted for their favorite ad online.

Doritos learned:

  • Its target consumer (16 to 24-year olds) embrace self-expression and independence
  • They long for what he called “belongingness”–the desire to belong to something
  • They live a “hyperlife” –life on a multitasking, 24/7 basis
  • Likes creative control and evidence of its own creative DNA (it wants a stage to perform on)
  • Craves authenticity, reality, and relevance.
  • These consumer insights were used to establish the foundation for Doritos’ consumer-generated Super Bowl challenge.
  • The Doritos challenge attracted 2 million visits to the contest microsite, 750,000 unique users and 2 million total video views

What’s next? A new online contest has been launched by Doritos. Consumers are asked to vote on two new flavors–Smokin’ Cheddar BBQ and Wild White Nacho. No word yet if there will be another contest for consumers to create a campaign for the new flavor.

Categories : Uncategorized (0) Comment

Red Light Green Light

By March 15, 2007

(Note: this is my first mobile blog post. The image is from my camera phone)Street fighting in the hood. The playas? The LED men in the pedestrian traffic signals. Follow the link to see the hand to hand combat in an apparent (but not verified) spot. What is it advertising? Snickers of course. Get it? […]

(Note: this is my first mobile blog post. The image is from my camera phone)
Street fighting in the hood. The playas? The LED men in the pedestrian traffic signals. Follow the link to see the hand to hand combat in an apparent (but not verified) spot. What is it advertising? Snickers of course. Get it? Me either, but it’s entertaining nonetheless.

Categories : Uncategorized (0) Comment

Blogging for dollars raises questions of online ethics

By March 12, 2007

Blogger Colleen Caldwell rants and riffs about whatever strikes her fancy — a run-in with her child’s school principal, the rising price of Girl Scout thin mints, an upcoming movie that caught her eye. “Has anyone out there read a book called ‘The Ultimate Gift’? I just heard that a movie is being made of […]

Blogger Colleen Caldwell rants and riffs about whatever strikes her fancy — a run-in with her child’s school principal, the rising price of Girl Scout thin mints, an upcoming movie that caught her eye.

“Has anyone out there read a book called ‘The Ultimate Gift’? I just heard that a movie is being made of the book (which sold 4 million copies),” she wrote in a recent post on her site, Simple Kind of Life.The 30-year-old software analyst from Brooksville, Fla., went on to praise the inspirational message of the Fox Faith film, which opens today, about a trust fund baby who discovers the joy of giving. Caldwell noted that each member of the opening-weekend audience was being allowed to direct a dollar of the ticket price to a charity of the filmgoer’s choice.

One thing Caldwell didn’t mention: She was paid $12 to build buzz about the movie’s opening and the charitable campaign — bringing her blogging-for-dollars take to more than $7,700.

Thousands of bloggers are writing sponsored posts touting such diverse topics as diamonds, digital cameras and drug clinics. The bloggers are spurred by new marketing middlemen such as PayPerPost Inc. that connect advertisers with mom-and-pop webmasters.

Read full LA Times article here

Categories : Uncategorized (1) Comment