What does chugging a malt beverage have to do with the future of Viral Marketing?

There is a new phenomenon sweeping the nation among males from 18 to 35, icing. And while at first glance it seemed like a game some college student made up one afternoon while bored, the more I see it, the more I think this was one well-executed marketing plan by the makers of Smirnoff Ice. But I’m getting ahead of myself, let’s first start with a quick explanation of what “icing” is. If you already know, by all means, skip to paragraph 3.

The premise of the game is simple: hide a Smirnoff Ice malt beverage for a friend to stumble upon, once the unknowing friend finds this sugary surprise, he has to immediately take a knee and chug it all at once. Unless of course, he is carrying a bottle himself in which case the attacker must then drink both bottles (known as an “ice block”).

As a woman, I found icing marginally amusing the first few times I saw it. Now it bores me (note I’m not their target market). But as a marketer, I find icing absolutely brilliant.

Take a product that most men wouldn’t be caught dead drinking ­- and create a game where they can use said product to embarrass their friends. Add to that social media & electronics as advanced as they are today, and they can document their stunt and share it with the world in a matter of seconds.

Smirnoff says they have had no involvement with this viral phenomenon, but as someone who spends every day of their life in the marketing business, I beg to differ.

From blogs to websites to YouTube to Facebook to Twitter to who knows what, photos and videos of people getting iced are everywhere. That is the beauty of viral marketing in social media. It’s free and anyone with internet access can do it. So we don’t necessarily know where the buzz is coming from- whether it be the local college student who’s bored in class or the Chief Marketing Officer of a famous alcoholic beverage conglomerate.

I’m not going to come out and say Smirnoff Ice started this, but if they did, huge kudos to them. They are certainly reaping the benefits now. Stores are actually reporting running out of Smirnoff Ice- the first time this has ever happened. And celebrities have started to get in on the fun. Ashton Kutcher even has started his own site IceAshton.com where the first person to ice him and take photos will win a prize.

So what can we, as marketers, get out of a game where grown men take a knee and chug a malt beverage? Social media is a very powerful marketing tool. And it’s going to continue to influence consumers in the future. If you ask me, this is just the beginning in viral marketing.

 For more information on icing, getting iced or if you’re just bored, their official website is: www.Brosicingbros.com. Or you could just google it. I’m telling you, it’s everywhere right now.

Whose job is it anyway?

Yesterday, I read an article in AdWeek entitled Digital Dips Toes in PR Water: A need for earned media spurs big change. Now personally, I don’t mind if the digital folks want to dip their toes in my water - I dove head first into theirs - so to that I say, “Come on in, the water is just fine.”

The Adweek article discusses how social media coupled with increased competition to be noticed on the Web has led digital firms to create internal PR teams to develop creative ways to drive traffic to clients’ projects. These types of articles add fuel to the fire of an argument that is as old as the marketing profession itself - whose job is it anyway? Does PR get to call dibs on social media? Can the digital realm get in on the advertising action? Can brand managers master PR principles?

As these thoughts swarmed around in my mind, I had an epiphany…”Isn’t all of this stuff just a part of marketing? And doesn’t the client need all of it in order to sustain the longevity of a brand?”

Don’t get me wrong, I’m all for specialization - which is why I identify myself as a PR professional. But look at the evolution of agencies. Nowadays you’d be hard pressed to find a public relations agency that doesn’t have a digital or brand expert on staff or vice-versa. I think that’s what makes EOS a unique agency; our agency has a media neutral approach. We focus on the idea, and once it is established, we devise the best way to use our agency’s capabilities to convey that idea to its intended audiences. EOS has a range of expertise from branding and advertising to interactive marketing to graphic design to PR and more. This means that we’re a one-stop shop that produces integrated, long-term marketing solutions, which is what clients are looking for.

So what are your thoughts on this new integrated agency trend? Is it  the new normal in the marketing world?

Hold the onions on my left-handed Whopper, please.

For years, major corporations have used April Fool’s Day as an opportunity to launch large-scale pranks on unsuspecting consumers. While it’s all fun and games, many are unaware that these “jokes” are merely viral marketing campaigns packaged an April Fool’s shenanigan.

It’s a brilliant concept. Whether it’s Google changing its website name to “Topeka” or Starbucks adding a 128 oz cup of coffee its menu, these “pranks” result in loads of consumer interest and free publicity. Consider the following “gotchas” pulled by a few very well-know corporations:

·          Taco Bell sparked an uproar when the company announced it had purchased the Liberty Bell and renamed it the “Taco Liberty Bell.”  When asked about the sale at a White House press briefing, then-secretary Mike McCurry reportedly announced that the Lincoln Memorial had also been sold and renamed the “Ford Lincoln Memorial.”

·         Burger King announced the new left-handed Whopper. The company took out a full page ad in “USA Today” highlighting the first ever burger designed for 32-million left-handed Americans. The company issued a release detailing the hoax after thousands of customers either ordered a left-handed burger or made it a point to mention they wanted to stick with the classic, right-handed version.

·         Kodak has launched Aromatography, “a breakthrough in digital imaging processing” that uses Neuro-optic nasal sense imaging technology, known as NonSense, to bring pictures to life with scratch-and-sniff aromas.

These gags are great examples of how companies have managed to turn tomfoolery into an opportunity to expand their brand presence. Click here to check out a list April Fool’s Day 2010 pranks by some of our favourite brands. 

Is advertising dead?

Ah, yes. Is advertising dead…the most frequently asked question in this ad-soaked world we live in.

The truth is, it’s not dead. And I’m not just saying that because if it were, I would be out of a job. A few days ago I saw a commercial that proved this very point to me. It was one of the new Amazon Kindle commercials.

The light-hearted tone, cheery music and unusual film technique spoke to me. I actually walked away from viewing this commercial not wanting the last 30 seconds of my life back. And it got me thinking…why do I like this commercial so much?

I liked it because it spoke to me emotionally. It didn’t tell me how great the Kindle was or how much my life would benefit from it. No. In half a minute, they managed to do nothing more than create a world I want to be in. A world where things are whimsical and fun. It was a break from reality for me. And sometimes that’s all that advertising needs to be to be effective. An emotional break.

So to those who think advertising is dead, I ask you this: What is your definition of advertising? Because if it is spouting off the benefits of your product or service with no regard to your target audience or watching an inanimate object crack dumb jokes and use bad puns, then yes, advertising is dead.

But if your definition is connecting to the consumer on an emotional level, then advertising not only isn’t dead, but never will be. Because in pulling an emotion from someone, advertisers must continue to challenge themselves to speak to the consumer in a way that hasn’t been done before.

Click here to view the Kindle commercials.

Talkin’ ‘Bout My Generation

A few weeks ago, my former mentor and I had a friendly debate about one of her new employees. This “young kid” - as she put it - fresh off an internship thinks he can run the entire office. He’s only been an employee for 3 weeks (her exact words were “a whole 15 days”) and he’s ready to advance to the next level. I explained that he is just an ambitious young man who is excited about his new position, and if given the opportunity and guidance, he could accomplish great things. 

She rolled her eyes and smugly retorted, “I knew you’d say that. You Millennials are all cut from the same naïve cloth. Come talk to me in 20 years when a kid with next-to-no experience strolls into your office and demands to be promoted.”

Even though I was mildly offended, I knew I wouldn’t win the argument, so I humbly bowed out. Two days later, just to drive her point home, she sent me an article entitled “Managing the ‘Me First’ Generation”, which discusses the workplace power struggle between Boomers and Millennials. For those of you who aren’t up on your demographic lingo, a Boomer - or Baby boomer - is anyone born between 1946 and 1964. Millennials - or Generation Y - are those born after 1982.

Being a proud Millennial, I found some parts of the article validating. It points out that most of my generation was raised on a healthy dose of self-esteem from our über supportive parents who incessantly told us that we could do anything. Imagine being conditioned to think that way for more than 20 years. When we enter the workforce, we naturally think that no task is beyond our skill set - regardless of how limited that skill set may be. Now imagine the sheer terror and frustration we feel when our bubble is burst.

I understand this mindset can lead to some rather difficult challenges for our Boomer managers - who coincidently are from the same demographic as the parents who helped foster this attitude. Pretty funny, huh? 

Much like the author of the article, I am here to offer advice to all Boomers who are going bald from the stress of wrangling in Millenials. Are you ready? Take a chill pill. It’s that easy.

We may bring a hint of informality to stuffy - I mean traditional - work environments. And occasionally, we may have a misplaced sense of entitlement when it comes to leadership positions. However, we are fearless risk takers who are eager to tackle any project put in front of us. We crave training and opportunities to learn from you because we want to grow professionally. We just need you to be a little patient with us as we experience our growing pains. And, it couldn’t hurt for you to acknowledge that you were once in our shoes.

I hope this insight into the mind of a Millennial has given you Boomers some comfort. And if it doesn’t, know that in about 20 years, we Millennials will be going through the same thing.

Who knew bananas could spark creativity?

Writing the conversation

I read an interesting article published by PR Tactics called “Writing the conversation: How social media is redefining PR’s content creation.”  It discusses the affects  that Web 2.0 and the social media explosion are having on the way PR professionals communicate their clients’ brand messages. I loved the fact that the article addresses the new found opportunity social media provides by creating an open dialogue, as well as the PR professional’s responsibility to harness this opportunity appropriately and ethically. Read over the article and let me know what you think.