After receiving an email from Banu Sen of Publicis Net Paris telling us about a viral teaser trailer created to promote a new online game which would feature car maker Renault and that a fake game company and fake website where created and disseminated to bloggers as part of the promotion, a lengthy email exchange with Ben ensued regarding the buzz phrase of the day, transparency. Transparency is the notion that all marketing, especially that which comes through buzz, viral and word of mouth channels, be fully forthcoming with what brand is behind the campaign.
Clearly, with fake company names and websites, this was not transparent. However, during our discussion, in which, at first, I was quite surprised a major agency like Publicis and a major car maker like Renault would engage in fakery such as this given the recent uproar over buzz and word of mouth marketers and their associations calling for transparency, I realized it's really nothing more than your standard teaser campaign which has been around forever. There's a fine line, though, between a teaser campaign and a misleading campaign. The prior always, at some point reveals its identity which this Renault campaign does. The latter, which uses stealth methods like the recent U.S. Cellular blue man fiasco or an army of 250,000 teenagers who may or may not reveal their association with the large word of mouth company for whom they work.
Publicis and Renault has done nothing wrong here. Not that anyone is saying they did. Though in the face of transparency insanity, the discussion was worth having.
Reacting to a column UnderScore Marketing's Tom Hespos wrote about marketer's fear and laziness to engage in meaningful conversations with consumers, I wrote a piece calling for the creation of a "Conversation Department," a department whose sole responsibility would be to listen to what is being said about a given brand in blog posts, discussion boards, forums and other methods of group conversation, join the ongoing conversations about the brand and make sure the company properly reacts to conversational opinion by addressing concerns immediately. Today, Tom goes a bit further with this and proposes a structure for a conversation department and how it might be staffed.
The more we talk about listening, joining and learning from conversations, while everyone in a company should be doing this, it makes more and more sense for companies and agencies to created a dedicated conversation department.
In the UK, Pepsi is said to be in talks with former child opera star and current tabloid queen, Charlotte Church along with Oasis band member Liam Gallagher to appear in a Pepsi commercial promoting the drinks' use as a cocktail mixer. In the ad, it is said, Gallagher will teach Church how to smash up a hotel room while sucking down drinks mixed with Pepsi. Now there's a brand image worth fighting for. A Pepsi source explains, "We've always got safe, family friendly stars to endorse Pepsi in the past, like Britney Spears, Beyonce Knowles, Cindy Crawford and Blue. But Pepsi is becoming more and more popular as a cocktail mixer at parties, so we want a wilder, more controversial image to go with that, and Liam and Charlotte are ideal. They both love their booze and between them they cover the gender demographics we're trying to target. Charlotte is young, sexy and fun-loving, while Liam is an older, cool rock star." Now there's a brand manager that doesn't gloss over the truth of his company's marketing goals.
Almost three years ago, we proudly predicted Charlotte Church would rise to a level of celebrity on par with Britney Spears. While she might not quite have reached Spears' level, if Spears continues to head in her current direction, it won't be too difficult for Church to overtake.
Ad Induced Hotness?
Previously on Adrants: Writing in the Hendersonville News, Susan Hanley Lane shares her feelings regarding a racy Skechers billboard she saw when she was with her father in law as he was getting haircut. Noting the odd juxtaposition of the two figures on the billboard having simulated sex, advertising-style, with the presence of her father in law and two small girls playing outside near the board, Susan makes a convincingly cogent argument that, perhaps, we've taken this sex sells thing a bit too far.
She notes the walled garden that used to be called childhood has collapsed and has been replaced, at least for girls, by girlhood. In other words, kids aren't kids anymore but have, because of the continual presence of adult imagery, become young hotties in training. When you roll it up like that, it does certainly feel odd that young kids are routinely exposed to this sort of imagery. Many, including myself, have said, "Oh, just don't look. Turn the TV off. Monitor what your kids read and what they do online." Well, sure. That's all good but it's also like trying to juggle 12 tons of Jello while riding a unicycle. It's not possible. Kids are resourceful. If they want to see or do something, they'll find a way around parental blockage. Acknowledging that, one could argue if racy imagery that is now commonplace wasn't there in the first place, kids who circumvent so called blockage would find nothing more that a fully clothed Betty Crocker staring back at them.
As if consumers haven't rebelled enough about increased commercial and promotional proliferation on television, broadcasters are inserting the knife deeper and twisting it more aggressively. While ABC says the total number of minutes per hour of advertising hasn't change in three years, the network, which began the practice last season, this year has required show producers to slice episodes into six acts versus the traditional four increasing the number of breaks per hour and angering viewers in the process.
Seemingly oblivious to people's abhorance of advertising, ABC Ad Sales Chief Mike Shaw said, "We've had the exact same commercial load for three years in a row. People must "feel that way because they love the show so much, that they really notice it when the breaks are there." That's precious.
Everwood producer Greg Berlanti doesn't like the practice saying, "It makes you long for the day when everything comes out in boxed sets of DVDs so you can enjoy it." Given the rise in outraged, DVR-enabled consumers, that day may not be far off. The current television advertising model is a losing proposition. As broadcasters struggle to maintain ad revenue by shoving more ads through consumer's eyeballs, people, increasingly armed with methods of avoiding ads, will rebel, lowering ad viewership thereby causing broadcasters to foist even more insanity-based methods of forced ad viewership upon consumers until the entire broadcast television model implodes on itself and finally experiences the death it so dearly deserves.
While we're not quite what the draw is about watching television on a 2.5 inch screen in a world of 50 inch televisions, we can't complain about Walt Disney's deal with Apple to provide next-day downloads for $1.99 via iTunes to the new video iPod of ABC's popular series Lost and Desperate Housewives, among others. With dwindling television viewership and, hence, dwindling ad revenue for networks, providing mobile, commercial-free, pay-per-view programming makes a tremendous amount of sense for the nets. If this takes off, networks will run with glee to the bank. Marketers, with an ad medium pulled out from under their feet, may not be so happy.
Writing on Ad Age, Bob Garfield, in another of his occasional essays, sums up the recent growing trends of
consumer generated media, conversational marketing and what he calls The Open Source Revolution. We've covered all this over the past year or so but it's nice to see it wrapped up into a coherently powerful statement. From Orange County Teacher George Masters creation of his "Tiny Machine" iPod spot to GE's Pen campaign to Mercedes' send-us-a-picture-of-you-and-your-car campaign to Converse's consumer created films for Chuck Taylors to shifting copyright laws to the future role of agencies as enablers of conversation versus controllers of conversation to marketers need to embrace the conversation, advertising has been turned on its head. Marketers and agencies who do not acknowledge the open source nature of consumer participation in brand conversations will fail miserably.
In a BlogOn panel "Can Advertising Be Social," held October 18 at 9AM, I, along with Life After The 30-Second Spot Author Joe Jaffe, Organic CEO Mark Kingdon and AXE Brand Development Director David Rubin will discuss this very topic.
For some inexplicable reason, some marketers and their agencies still think it's OK to create a website, in this case, an advergame, that only works with Internet Explorer on a PC. Given the horrid user experience Internet Explorer provides with it's gaping holes through which scumware of all forms permeates to the proliferation of far superior browsers such as Firefox, let alone a cadre of Mac users, it's just plain shortsighted idiocy to create anything limited only to IE.
This time the idiocy comes courtesy of VISA and its agency Wild Tangent who created some kind of promotional advergame for the Torino 2006 Olympic Games. That's all we can tell you about the game because, yes, we gave up IE years ago and have avidly used Firefox ever since. And this time, we aren't even going to fire up our stale copy of IE so we can perform our journalistic duty and describe the game's merits or demerits to you. Suffice to say, based on the marketer's ignorance of a huge audience segment, it's safe to say all the effort is worthy of is a giant pile of demerits.
Most of you have heard of this thing called blogging but that's because you work in areas where blogging is commonplace. However, regular folk, the folks we, in advertising, sell to day in and day out don't have a clue as to what blogging is. At least in England. A recent study among taxi drovers, pub landlords and hairdressers found that 70 percent had never heard of blogging. Most thought the survey was asking about dogging, the practice of watching couples have sex in semi-secluded spaces. Hmm, blogging as a perverted sex fetish. Not exactly what the blog elite and the blogebrity had in mind.
This research confirms the notion we've supported for a long time. Weblogging is just a really easy way to publish a website that, because of the platform, gets easily distributed and picked up by search engines.
Former BBDO Chairman Phil Dusenberry, the guy that worked on the Reagan campaign and the famous Michael Jackson Pepsi spot, has written a book called, Then We Set His Hair on Fire, a title nodding to the media circus which surrounded Michael Jackson's hair catching on fire while shooting the Pepsi spot. The book is great. The subtitle on the book "Insights and Accidents from a Hall-of-Fame Career in Advertising" sums up the tone of the book: humble and helpful commentary on a very successful career. It's the most enjoyable book we've read in a long time. Dusenberry takes readers through his very long and very successful career at BBDO as well as several years he spent on his own running his on shop. The book is all about the power of the Insight and how insights are related to but very different than Ideas. Many times the two terms are co mingled but after reading this book, the differences and similarities between the two are clearly understood. Ideas are great but it's insights you really want. It's the "Ah ha" moment.