"The campaign features three 30-second television spots that use the element of surprise to build excitement for the new Minnesota Millionaire Raffle game Each spot features a game-show-like host who wheels a large raffle drum into busy locales where unsuspecting patrons are encouraged to play an instant raffle. The spots are built on genuine reactions as people go from shocked and reluctant to actively participating and cheering"
Now that's some well-written PR copy. And we didn't have to go digging through a collection of attachments or ridiculously worded releases to find the nugget of information. Thank you, Colle+McVoy.
Now on to the campaign. Generally, we're not a fan of marketing stunts that involve random appearances in unlikely places. After all, if we're shopping, we're shopping. If we're eating, we're eating. Then again, you can't do stunt marketing (or most any kind for that matter...yes, we love you inbound marketing) without a little bit of interruption. So we can't complain much about this campaign.
The campaign also includes print, radio, outdoor, transit and mall. You can view the three spots here, here and here.
At the risk of igniting yet another firestorm over gun control, is it worth pointing to an Iver Johnson Revolvers ad that ran in 1913 which claimed its guns will "shoot straight and kill" while at the same time claiming 'accidental discharge impossible"? Of course it is. What better way to get your brain working on a Post-Thanksgiving Monday?
So this ad, which shows a little girl in bed holding a gun has a quote which reads, "Papa says it won't hurt us." By today's standard's the ad would be freakishly out of place. However - and please don't lump us in the pro-gun category becasue we are clearly not - properly cared for and stored guns don't kill people. Carelessly and foolishly handled guns do.
So by now you've seen the video of Microsoft Store employees breaking into "spontaneous" dance in their new Mission Viejo store, right? If not, watch it here and then come back.
OK? Was that the most horrifically forced thing you've ever witnessed? Not that this is news or anything. After all, everything Microsoft does is forced, unnatural and desperate. What's news is the fact the video has been labeled a viral stunt.
Back in the day we'd all watch in awe "viral videos" which showed people doing seemingly unbelievable stunts that would escape the abilities of normal human beings. For a few seconds, we actually believed there were people out there that could do such amazing things as catch sunglasses on their face, jump over moving cars or make amazing basketball shots.
Now, we scoff at the idiocy of brands who shill this shit. Yet, we still watch. We are still amazed. It's like a Saw movie. We don't want to watch but we can't turn away as people are slowly and gruesomely mutilated in new and different ways.
So Samsung is out with a couple a videos to pimp their involvement with the Vancouver 2010 Olympics. Purportedly, they were shot by the brand's Mobile Explorers. In one, a skater drills herself into the ice and, in another, a hockey player scores a goal with a 40 pound curling rock.
Both are mildly amusing. Both will get views. Both will not sell any Samsung phones.
When you sit down in front of your computer, do you suddenly feel like you're being assaulted with images of the intensity of life? The wonder and glory it brings? The passion and desire it creates? Do you feel like your every sense is being given it most intense workout?
Perhaps you will after you view this new Latin America-focused Sony Vaio commercial from El Segundo-based Ignited. In the commercial, we are asked, What if technology could make you feel more human?" We are then pummeled with imagery Dove Onslaught-style. But the imagery is "good" imagery. The things we want to feel and experience.
As follow up to a post he wrote on his blog about the good old days of advertising, George Parker followed up writing, "Apart from a stroll down memory lane and reminisces about great bars and restaurants, many of which no longer exist, the big question raised was, was the work better, and did we have more fun doing it? Yes, I think the work was better, and I know that will raise a shitstorm from young fucktards who think creating stuff for digital, viral, WOM, CGC, and whatever else is flavor of the month is harder and requires a greater range of skills. To which I answer, you are probably right, but that's not the fucking point."
Parker continues, "It's still all about ideas and great content... Not fucking execution. There seems to be a great deal of confusion on this. Do it on the back of an envelope (or better yet, a cocktail napkin) before you spend fucking hours tarting it up in Photoshop and Illustrator, or whatever you create incredibly finished layouts in these days. If it doesn't work on the cocktail napkin, it certainly wont work on your 42 inch monitor. So, order another drink and start over."
Bill Green of Make the Logo Bigger and the new Adverve podcast took a look at a new commercial from Chase and was reminded of the World Trade Center tribute. The one where they had the blue lights shining up into the sky from the former location of the towers. We have to say, it does recall that imagery for us a bit as well.
We'd like to offer praise to Ralph Lauren. Recently they created an amazing ad featuring model Filippa Hamilton. She's really skinny and all...which is really cool cuz, ya know, that's who fashion brands design for. In Ralph Lauren's world, everyone's a size zero and all women have waists smaller than their heads.
Seriously. This is one of the best ads in the fashion space right now. We've never seen anything like it. It captures perfectly the Ralph Lauren brand and does a razor sharp job of targeting the brand's likely prospects. Sales will, no doubt, skyrocket as a result of this ad.
Kudos, Ralph Lauren. We really can't understand why anyone would actually complain about this ad. This approach is radical. This is cutting edge. This is award winning. You should be very proud of yourself, Ralph. And don't listen to those nasty detractors. They're just messing with the picture perfect world in which we marketing types love to live.
This video explaining who caused the demise of Enfatico is absolutely hilarious. But we have just one question. Who pays for this stuff? Who gathers together 30-40 actors and creates a well-produced video just to endlessly pummel an agency which was doomed from the start?
Whatever the answer to that question may be, George Parker (who relentlessly pummeled Enfactico) and AgencySpy (who relentlessly pummeled Enfactico) get top mention in the video. Adrants? The blog that's supposed to be the king of wise-ass little shit-style snark? Not a mention.
The following is a guest editorial by Tom Parrette is Director of Verbal Branding at Addis Creson on AMC's Mad Men as it relates to the reality of the sixties.
I'll admit it upfront, so diehard fans of AMC's Mad Men are forewarned: I'm one of the few people who's not completely infatuated with the show. But as someone who does branding for a living, I'm intrigued by how it reconstructs the ethos of an era using brands and pop cultural references.
It seems like Mad Men is based on a simple conceit: an ad agency, which delivers manufactured views of the world to a mass market, is presented to us through the same lens. The show is itself an advertisement for the early 60s, where looks and labels surpass world events in terms of significance. The show's producer David Chase, quoted in The New York Times the month Mad Men debuted, described it this way: "Here was... a story about advertising in the 1960s, and was looking at recent American history through that prism."