The Jolt! 02.05.2014
Wow. What a SuperBowl. Tough night for the chattering class.
Bruno Mars fronting his band was most amazing – talk about deep musical roots! I am sure that everyone will be pitching that combo for corporate events. Warning – Bruno will not be an original idea for very long…
And finally how ’bout them commercials… I cut you some slack, there is just one article in here about the commercials. And it is an interesting spin.
Since no post is complete without them, here’s my Top 3 plus a Minus 1:
Ghibli “Now We Strike” – Tell me this line isn’t straight out of The Lord Of The Flies? I just love the elegance and coolness. Puzzled by why they showed the trident but didn’t say Maserati – would think that was a lot of brand equity to leave on the cutting room floor. Well whatever, straight out of Portland and Wieden+Kennedy. Forbes has a nice story How Maserati Won The SuperBowl Auto Advertisement Battle. Here’s the spot:
Chrysler aka “Dylan” – No it wasn’t “Half Time In America”. And It wasn’t “American Farmer”. But it was unmistakably Chrysler from the first few frames.
“Is there anything more American than America?”
How much more do you need to hear? And no, I can’t believe that they got him to do it either. Here’s the spot:
Volkswagen “Angels” – I so don’t get it. Minus 1.
Of course you love Budweiser “Puppy Love”. 43 million YouTube views and still climbing. I am always happy to see the Clydesdales though I never imagined one clearing a fence. Note to self – it takes a really cute puppy to upstage a Clydesdale. Here’s the spot:
And yeah, Ellen can really dance. Read the YouTube story in Metrics & ROI for much more.
If you read every word of last weeks Macintosh 30th Anniversary stories, here’s another article for you from the Boston Globe.
Looking for some sneaky ways to get close to a top decision makers?
Of course you are. Six Ways To Reach Top Decision Makers is from one of my favorite geniuses, Tom Searcy author of the instant classic RFPs Suck! Tom’s approach will actually leave you with some self-respect. It could even lead to a real relationship.
As for the 6 – they are as clever as you would expect.
- Ask for an interview.
- Call and ask for advice.
- Invite them to speak on a panel.
- Ask for a quote for a research project that you are doing.
- Ask for best practices.
- Ask for an article.
Here’s the wisdom:
Don’t ask to sell–Establish a connection first and then wait to be invited to pitch your services.
Are you co-creating content with your clients?
Your Clients Are Your Content Engine argues you should be. The kinds of things the author is talking about go well beyond “getting input” and include conducting research, analyzing findings and implications, extracting best practices and actions, and applying your findings to creating appropriate case studies, success stories, scripts etc.
The article points to 5 benefits of the process – #2 Relevance works for me.
Relevance – with lots of seemingly important voices clamoring for attention, its not always easy to prioritize – or to know who you can safely ignore.
The Big AHA!
Do you really tell stories and create experiences?
If so, 7 Things Content Marketers Can Learn From Fiction Writers might be of interest.
We tell anyone who will listen that we are storytellers. In fact, I describe myself as a business fiction writer – “the world as you want it to be, not as it actually is.”
Nothing more interesting than people to other people.
I particularly like #5:
Every character should want something even if it is only a glass of water
Metrics & ROI
Are you hip to the YouTube Ad Blitz?
If you are, you’ll enjoy this article. If you’re not – ding, ding, ding – it’s catch up time.
So, if you don’t know. The YouTube Ad Blitz channel airs from January 16th to February 14th. Although the game is over, the watching and clicking and sharing is going on and on and on. Is it branding or selling or entertaining? Who cares.
Here is the most amazing thing – the numbers.
Based on YouTube’s data for 2013, football fans watched Super Bowl ads more than 265 million times for over 3.2 million hours – which is the equivalent of watching 914,285 Big Game broadcasts! And based on YouTube’s pre-game data for 2014, it looks like the online views of this year’s Super Bowl commercials are running about 2.2 times above last year.
Let me help you with the math. 100 million fans watched the 3.5 hour broadcast. Let’s call that 350 million hours. Meanwhile, on one YouTube channel, people will spend some 6.5 million hours just watching the commercials.
And talk about crowd sourced real-time feedback to the agencies – nowhere to run, nowhere to hide.
There are now more than 100 Super Bowl-related commercials and teasers (not everything aired) posted by brands to YouTube. And the top five by views are:
- Budweiser Super Bowl XLVIII Commercial — “Puppy Love” with 37 million views. (Update Now at 43 million and climbing)
- Duracell: Trust Your Power – NFL’s Derrick Coleman, Seattle Seahawks with 16 million views.
- Hyundai Elantra | Big Game Ad | “Nice” with 12 million views.
- 2014 Volkswagen Game Day Commercial: Wings with 11 million views.
- Sorry, Coke and Pepsi. (Uncensored) with 10 million views.
According to Unruly, here are the five most shared ads of Super Bowl 2014:
- Budweiser: “Puppy Love” with 1,309,403 shares. (And no doubt climbing)
- Budweiser: “A Heroes’ Welcome” with 202,556 shares.
- Axe: “Make Love, Not War” with 136,282 shares.
- Jaguar: “British Villains” with 125,896 shares.
- Bud Light: “I Am Up For Whatever” with 123,418 shares.
Want to do some quick analysis?
- Look at the delta between #1 and the rest on each list, then how close the rest are to each other in both lists.
- If you want something to ponder, look at how spot views do not appear to correlate to social media shares.
- Compare 100 million TV viewers to 43 million YouTube viewers then add the value of sharing – the gap is closing fast.
Can you define experiential marketing?
An infrequent post from the provocative Scott Schenker at Janus Dialogs entitled Experiential Marketing – “I can’t define it, but I know it when I see it”. Sound familiar?
He divides live marketing into three major categories:
- 1st and 3rd Party Events – the traditional models.
- Sampling, Demos or Promotions – which are 1:1 or 1.
- Experience Marketing – the newest and most experiential form.
That’s similar to the model I proposed in my blog post, Defining The Differences Between Event Marketing and Experiential Marketing.
Here is the really smart part that gets to ROI:
Regardless of how they are categorized, experiential marketing should be a business driving activity. However, it’s important to know clearly what business they are driving – the business of the experience, or the business of the hosting organization? Look to where financial success is measured to make this determination – if the P&L is the bar, then the business is the experience; if the ROI is the bar, then it is the hosting organization’s business that is the driver.
You’ll be glad you did!