Hey clients, guess what? We ad agencies kind of don’t get this social media thing yet either. But don’t worry we have the interns teaching us what all this Twittering and Facebooking stuff is all about.
And while we badger you about your corporate sluggishness to adopt, we’re a little afraid of it too.
At least we’re being honest.
It’s truly rare when you come across a product placement that, not only doesn’t annoy but, actually feels integral to the storyline or a character’s development.
Enter HBO’s True Blood.
In True Blood, Vampires have come “out of the coffin” and are trying to live side-by-side with humans. And in doing so, some are trying to act more human. They’re on TV speaking about equal rights for Vampires. They’re out at bars ordering Tru Blood, blood in a bottle. They’re texting each other on their mobile devices.
And they’re hanging out at home playing Nintendo Wii. This family-friendly communal gaming console acts as a perfect device to reveal the human side of Vampires, even the evil ones.
Bravo to the team who connected the dots here.
Contrast the above clip with the Black Eyed Peas video below, which begins by feeling like an HP commercial.
Last week there was a tragic accident at a Slim Jim factory and three people died.
When receiving an email from a friend with the subject “Slim Jim Factory Explodes, Kills Three, Requires HazMat Team”, I however seriously thought it was part of an ad campaign.
Why would my twisted mind make that kind of a leap? Well, I’ve had the pleasure to work with the folks at Slim Jim many years ago. And that headline is (almost) on-brand for them. Remove the “Kills Three”, and it’s 100% on brand.
With the rise of social media, ad blockers, time-shifting, and the decline of newspapers and magazines, the industry is frequently speculating if advertising is dead. The question really is, “how is advertising transforming and redefining itself.”
This AdAge spot presents one of the more powerful forces in this movement: Mommy Bloggers. When you have Walmart, the world’s largest retailer, promoting and listening-in to this group, you know it’s big.
Move over gadget-freaks and car enthusiasts.
I have to be honest, I’ve never looked at Coors marketing as innovative. But after watching this video I found myself impressed with their philosophy and standards around creating great ideas.
Patrick Edson, MillerCoors VP of Marketing Innovation, talks about how the these great ideas come from the 20% of insights that few have. The insights that are about understanding beyond the obvious and about what’s not being said by your customers.
Good stuff.