The Ellen DeGeneres selfie taken at the Academy Awards. I can’t get away from it. Every media outlet from the New York Times to Mashable has reported on it. It fascinates me. All the speculation . . . what it real? what is staged? was it a sophisticated Samsung product placement stunt (after all, rumor is that Ellen was using her iPhone backstage and Samsung did run a ton of commercials during the show)? Who knows, but what I do know is that within a 4-hour television show, seven tweets garnered between 26,000 and 170,000 retweets. Even Twitter seemed as amazed by the selfie as I was.
A Twitter spokesperson is quoted as saying “We were surprised and delighted to see Ellen’s use of Twitter during the broadcast of the program and the power of Twitter as a companion to TV is evident in the live reach we saw of that single Tweet.” eMarketer agrees. In their recent article, they report that the site has passed the early-adoption market and is settling in a pattern of more mature growth across demographic groups. But, what does it mean for us marketers and advertisers? The eMarketer article contends that older users are more likely to engage with ads. That bodes well for Twitter where 25- to 35-year olds are more into the service than teens, and in 2014, they’ll also represent nearly double the number of users. A maturing user base means slower growth which fuels marketplace concerns that Twitter is not growing fast enough. But, the article contends, a “well-established user base can be a less violatile user base, and Twitter’s maturing users not only in numbers but also in age could influence its advertising revenue potential.”
All good information for us marketers. But, what I really want to know is whether the pizza delivery guy was really a pizza delivery guy or a starving actor.
I’ve been watching a lot of videos online lately. Ads, short films, “viral” aspiring videos. Much of the time I watch them to get new ideas for shooting techniques or how the story is visually put together. I’ve come across quite a few ads lately that use some great PR tricks or that have a great twist in copy writing. I wanted to highlight one, but I couldn’t narrow them down. Here are a few thoughts from me, paired with videos you simply need to watch.
Canadians are stereotypically known to be a friendly bunch — not a bad stereotype to have. The friendly bunch at WestJet Airlines kept that true by pulling a very clever stunt at an airport. The airline set out to garner at least 200,000 views for the video, at which point they said they would donate free flights to a family in need. It’s been on YouTube for 10 days as of December 17. It’s approaching 30 million views.
This series of online Acura ads are completely frivolous and I love them for it. They purposefully do a terrible job of selling Acuras. Retro/vintage and reminiscent of the style in the recent Ron Burgundy Dodge ads, my favorite quote is from the sixth commercial, where the spokesman tells the audience about one of the car’s features: “She’ll love this ladies’ beauty vanity mirror, with its own mirror and little door, and with a rubber thingy that you could force a pen into if you had to.” It seems like it was great fun writing the copy for these spots, which, by the way, was written by Jerry Seinfeld. Here’s a playlist of the whole lot:
Some ads are so well conceived and executed that when you want to tell someone about it, you can’t say much without completely ruining it for them. I swear, that’s not a cop-out for not wanting to write more. Take a look at this one from Robinsons, a British juice company.
This year, we teamed up with Smith Moore to put together a “100 Days of Celebration” campaign to mark the 100-year anniversary of the company’s founding. The campaign culminated in a company-wide Cardinals game and party on August 24.
Way back in April, we helped Smith Moore kick off the 100 days by sending out boxed baseballs with save-the-date information to all employees, along with an anniversary-themed celebration cake to the main office. Each Friday during the summer, momentum was built for the August 24 party with employee-centered trivia e-blasts that encouraged interaction and awarded some employees with gift cards. The final piece of momentum for the big day was a short video that we put together. Our goal was to showcase the true spirit of Smith Moore, which itself embodies their ability to stand the test of time.
The campaign and video were hits. The response for the Cardinals game was huge, and their party lasted well into the night. It’s a collection of work we’re very proud of here at Dovetail. If you can spare 90 seconds, check it out the video below!
People ask us all the time if traditional advertising, particularly TV, is dead or dying. The answer is unequivocally no. We are still enamored with sight and sound. Engaged. eMarketer’s article yesterday provides research to this point: 45% of Americans still find TV the most trusted source of information, followed by newspapers and radio. Yes, we use digital tools to find deals, do research, get recommendations and ideas from friends (and strangers). But we trust what we learn on TV more than any other channel of communication. I guess at the end of a long day, we all still lounge in front of the TV and pick up ideas. I know I do.
Apparently it won’t be long before our doctors begin prescribing mobile apps to us. This will compete with (and complement) the pharma industry. The first apps are being tested with heart conditions and diabetes now. There’s a great article in Forbes in which a mobile IT executive and a research executive from the drug business debate the issue. They already have anecdotal evidence that the use of the apps improves health outcomes. As a culture, we are all about downloading the next app and sharing the best apps with our friends. As with all changes, the pharma industry is not exactly embracing this innovation, but if they don’t, they may be left in the dust.