According to an article recently released by Reuters Business & Financial News, it appears that Facebook may have saved GAP from committing branding suicide!
On October 4, GAP introduced an updated version of the iconic white-on-blue logo in an effort to modernize the brand’s image. However, their new campaign was promptly pulled after receiving more than 2,000 negative comments via the GAP Facebook page! I find it quite bizarre that GAP would attempt to revamp a logo that is so pervasive to American culture. The famous logo appears on more than 1,200 stores in North America and over 300 locations in Europe and Asia. Not to mention that GAP is the 84th most valuable brand in the world and is valued at nearly $4 billion, according to Interbrand’s 2010 study. With all this at stake, I can’t seem to figure out why GAP would risk it all for such a hideous logo!
After taking a look at some of the Facebook comments, it seems that the majority of users feel that the new logo looks like something found in a tacky clip-art gallery. But logo aside, what I find so incredible about this whole ordeal is the effectiveness of Facebook in providing valuable market research for GAP. Had users not lashed out against this branding travesty via the GAP Facebook page, who’s to say that this poor branding decision would have been corrected in time?
Gap’s PR representatives seem to be handling the situation fairly well. This is the latest comment GAP released to their Facebook Fans:
“Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to … see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.”
Raising a few eyebrows with their latest viral marketing campaign, Toyota is targeting a younger market by positioning their Sienna Minivan as an edgy pimped out ride! Commonly thought of as “unhip”, I was rather surprised/impressed by Toyota’s latest viral campaign- “Swagger Wagon”. Through this and other viral videos produced by Toyota, it is clear that the Japanese automaker is targeting a new generation of minivan users- young parents with children who aren’t quite ready to part with their youth.
An article released in August by AOL Autos titled “Toyota Actors Have New Found Swagger” provides an inside look at the campaign as well as a few insights from Toyota’s clever marketing team. I spent some time reading the comments section to see what other users had to say about Toyota’s new positioning. In doing so, I came across a comment by a user who brought up an interesting point that applies to many viral campaigns that are making their way across popular social media networks today.
I have noticed that many brands are now using a “thug” persona to gain attention in the social media sector. According to user, “Spectrewriter”, this is because “the demographics say that new people who grew up with that ‘music’ are raising families and need kid vehicles.” Is this really the case, or are marketers using this angle because it is so easily parodied? The same angle was also used by Häagen–Dazs in a social media campaign which aims to save honey bees (also found in this blog). ButHäagen–Dazs is certainly not the first to poke fun at this popular sub-culture and Toyota will not be the last.
Although I see this user’s point, in terms of the Swagger Wagon video, I’m not so sure that this is the case. As you can see, the mac daddy and fast-talking momma in this video are not products of the rap generation. In fact, the humor in the video is that these parents seem out of place. To further the joke, a nursery monitor serves as a synthesizer and a binky is substituted for “bling bling”. Nevertheless, major props to Toyota for producing this pimped out video!
So why do you think rap is such a widely used theme in viral marketing? Comments welcome!
In February of 2010, Old Spice exploded onto the viral marketing scene, shedding new light on the forgotten brand. Unveiling their new campaign during the 2010 Super Bowl, the ad titled “The Man Your Man Could Smell Like” commercial featured a shirtless Isaiah Mustafa, former NFL wide receiver, who promised women he was “the man your man could smell like.” Scoring more than 21,000,000 views on YouTube, this epic video has gained considerable attention and has been the inspiration for a variety of parody fan videos.
Parodies are an excellent way for brands to generate extra attention without lifting a finger. And who doesn’t love a good parody? With the rise of social networking sites like Facebook and YouTube, it is easier than ever for brands to reap the viral benefits of parody videos. Parodies are not always flattering, but they do provide an effective means of generating added attention and buzz.
Last week, the folks at Sesame Street produced their very own parody called, “Smell Like A Monster”. In just a few days, the video, which aims to teach kids about the word “on,” has racked up more than four-million hits in the Sesame Street YouTube channel. Old Spice and Sesame Street aren’t the only ones benefiting from the success of the viral video. Grover, the puppet, is enjoying his fair share of the residuals, increasing his Facebook Fan Page following to more than 42,ooo!
A few months back I blogged about the popular YouTube video “Social Media Revolution”. If you haven’t seen it, it’s definitely a must see! It does an excellent job of demonstrating the ways that social media is shaping modern communication as we know it.
I would like to follow up on that blog post by sharing the sequel to this video- “Social Media Revolution 2”. Many of the same themes from the original video are carried through in the sequel. However, the latest video features the integration of new technologies such as Apple’s iPad. I love these videos because they bring up so many interesting points regarding the role of social media in our day-to-day lives.
Believe it or not, it took 38 years for radio to reach 50 million listeners, 13 years for TV to reach 50 million viewers, 4 years for the internet to reach 50 million users, and only ONE YEAR for Facebook to reach 200 MILLION USERS! Now that’s what I call a revolution!
Can you believe that…
“Social media has overtaken pornography as the #1 activity on the web”
“1 out of 8 couples married in the U.S. met via social media”
This summer, McDonald’s entered new territory by introducing their new line of “real fruit” smoothies. Needless to say, Jamba Juice was not a happy camper. In an answer to McDonald’s new products, Jamba Juice developed the Cheeseburger Chill campaign to show the fast food giant who’s boss.
In this clever commercial for a fictitious “Cheeseburger Chill Smoothie”, Jamba Juice puts a whole new spin on the all-American cheeseburger.
Calling it a “delightful mix of real beefy goodness, smothered in cheese, loaded with your favorite condiments and blended to creamy perfection,” Jamba Juice asks “Why chew when you can sip?”
OK, the ad is a phoney- but what a creative was to get revenge on the competition! The faux-promo even includes a website that let’s users in on the joke by offering a $1.00 off coupon.
“It does seem some burger chains are getting into the smoothie business,” reads the Cheeseburger Chill Smoothie website. “Which to us is about as weird as a Cheeseburger Chill Smoothie. So we’re sticking to what we know.”
FarmVille, the farm simulation developed by Zynga, is arguably one of the world’s most popular social-networking games. Originating as a Facebook application, the game has now expanded to include iPhone and Android applications. FarmVille allows members of Facebook to manage a virtual farm by planting, growing and harvesting virtual crops and trees, as well as raising livestock.
It only makes sense that the world’s most popular application would partner with the world’s largest fast-food company- McDonalds. For one day only, McDonald’s served as the official sponsor of FarmVille, becoming the first branded farm in the history of the game!
With more than 70 million FarmVille players worldwide, McDonald’s will be “harvesting” some serious cash from this marketing venture.
The virtual farm includes many branded goodies such as flourishing tomato crops baring the iconic golden arch symbol (pictured above), a McCafe flag flying in front of the perfect farmhouse, a billboard advertising the latest McDonald’s Monopoly consumer promo, a McDonald’s branded hot air balloon flying overhead, and a variety of branded buildings.
This marketing venture is a small part of McDonald’s new and improved marketing plan to better reach their target market.
In an interview with USA TODAY, McDonald’s Director of Media, Anja Carroll, shared some interesting insights about McDonald’s latest marketing venture. “This is all part of a larger social-media strategy,” she said. “It’s difficult to ignore the sheer volume of the audience that FarmVille brings.”
Although McDonald’s may have beaten their competitors to the punch with the first-ever FarmVille sponsorship, this is not the last Facebook marketing scheme we will be seeing. According to Facebook, this popular social-network has more than 500 million members who spend as many as 700 billion minutes on Facebook per month. With stats like that, it’s only a matter of time before marketers will be kissing Mark Zuckerberg’s feet for a chance to sponsor a Facebook application.
After hearing rave reviews about the movie “The Social Network”, I made my way to the theater this weekend to see what all the hubbub was about. Grossing more than $46,000,000 in its first week, this inside look at the Facebook empire is definitely worth a trip to the movie theater.
Critics are calling this film “The movie Facebook doesn’t want you to see,” and rightly so! Social Netowork largely documents the legal tug-of-war between Facebook creator, Mark Zuckerberg and the Winklevoss twins. The Winklevoss twins claim that Facebook is a spin-off of their social network brainchild- “Harvard Connection”. So who’s idea was it?
The Winklevoss twins speak out in the Today Show interview below.
From a marketing perspective, the take-home message of this movie does not necessarily have anything to do with Mark Zuckerberg at all. But rather, it deals with the complicated realm of intellectual property– what is and is not considered an original idea?
According to the World Intellectual Property Organization, “Intellectual property (IP) refers to creations of the mind: inventions, literary and artistic works, and symbols, names, images, and designs used in commerce.”
Intellectual Property is divided into two categories:
1. Industrial Property– Inventions (patents), trademarks, industrial designs, and geographic indications of source.
2. Copyright– Literary and artistic works such as novels, poems and plays, films, musical works, artistic works such as drawings, paintings, photographs and sculptures, and architectural designs. Rights related to copyright include those of performing artists in their performances, producers of phonograms in their recordings, and those of broadcasters in their radio and television programs.
The Zuckerberg V. Winklevoss case is certainly not the first to challenge the perimeters of intellectual property, and it will not be the last. “The Social Network” provides a cautionary tale to marketers, entrepreneurs, and inventors alike.
“Does a guy who makes a really good chair owe money to everyone who ever made a chair?” – Mark Zuckerberg
With the outrageous success of Fox’s smash hit Glee, I would venture to say that anyone in this world with a TV has seen or at least heard of the Glee phenomenon. From schoolgirls to old geezers, and everyone in between, this show has captured the undivided attention of millions across the globe! That said, Glee’s marketing team is capitalizing on the outrageous success by moving their messages from your TV set to your iPhone screen!
Smule, the premier developer of interactive sonic applications for the iPhone and iPod touch, are at it again with their new Glee application that allows users to sing karaoke with other users across the globe! Crazy, right? This new app was commissioned by Glee officials as a way to expand the reach of their marketing messages and connect with “Gleeks” around the world. I downloaded the app to try it for myself, and it’s a blast! This should come as no surprise, considering Smule was the brains behind other popular Apps such as I Am T-Pain, Magic Piano, and Ocarina. Users love the Glee Karaoke App because the program uses auto-tune technology that is capable of making even the worst singer sound like a superstar.
To give you an idea of how this badboy works, check out the video below!
From a marketing perspective, the Glee Karaoke App has successfully integrated the Glee television show into the day-to-day lives of viewers. Designed for the iPhone, this application is essentially one big advertisement that viewers carry with them all day, every day. The Glee logo appears as the icon for the App, constantly reminding viewers to tune in. Using iPhone Apps as a marketing tool is nothing new, but what makes the Glee App so unique is its ability to unite “Gleeks” around the world. For example, this afternoon I used the App to sing a duet of Billy Joel’s “Only the Good Die Young” with a user in South America!
To break through the clutter, it is essential that marketers develop tools that utilize creativity and personalization. Kudos to Glee and the folks at Smule– you hit this one out of the park!
As one of the newest social networking application using GPS tracking, Foursquare is putting a new spin on the way users communicate with their friends and their favorite brands. Launched in March of 2010, this network is an infant in comparison to social network giants such as Facebook and Twitter, but the marketing possibilities of Foursquare may prove to be even greater than it’s competition! Last month I finally broke down and jumped on the iPhone bandwagon! Upon purchasing the phone, I immediately installed my favorite social network applications- Facebook, Twitter, and Linked In. In addition to these staples, I added a new channel to my social repertoire- Foursquare.
What the heck is Foursquare?
If you haven’t tried this new network- give it a whirl! Foursquare is a location-based social networking service, mostly used on smartphones, although users do have the ability to update their location via computer. The idea is that people “check-in” at whatever venue they happen to be visiting- restaurants, bars, stores, you name it. This allows users to keep tabs on what their friends are doing and where they’re hanging out. Why check in? Simple. Foursquare has turned life into one big game. The more venue “check-ins” you wrack up, the more points you earn to unlock “badges.” And if you record the highest number of check-ins at a particular venue, you become the “mayor”! Doesn’t get much more exciting than that!
Rewarding consumers for “Check-ins”
Beyond the social aspect of Foursquare, this application demonstrates great potential in the way of advertising and marketing. Foursquare has already established partnerships with numerous brands and is now working on business development projects with local merchants. To give you an idea of how Foursquare is being used to advertise brands, check out Dairy Queen’s new Fall promotion titled, “10 to the 4th Power”. This promotion incorporates Foursquare by enticing ice cream enthusiasts to “check-in” at their local Dairy Queen location on October 10, 2010 (10/10/10) for a chance to win 10 free Mini-Blizzards! Pretty sweet, right?
But Dairy Queen isn’t the first venue to use Foursquare as a marketing tool! Popular brands such as Starbucks, H&M, Golden Coral, and countless others, are using Foursquare as a way to distribute coupons and special offers to consumers. As a matter of fact, Starbucks was the first brand to introduce a “Mayor” Special– $1 discount on a Frappucino, any size, any flavor throughout the month of June!
Is it safe to “Check-in”?
Foursquare may be ideal for keeping track of friends or finding someone in crowded metro area, but location-based platforms like Foursquare, Gowalla, and even Facebook which recently introduced location updates, may pose privacy threats if not used responsibly. (and I heard Friday Facebook might be unveiling location-based data soon) are the hot new thing in the tech world. That means the rest of the world will probably think they’re cool about 6-9 months from now. Like many Web 2.0 companies, the location-based services have open source coding and Facebook-like privacy ignorance in their DNA. It’s astounding how little concern has been given to people’s privacy, safety and security with these softwares. But I blame the users almost as much as the companies themselves.
Jennifer Leggio, editor of the Social Business division of ZDNet explains some of Foursquare’s key privacy concerns in her article, “Foursquare’s Privacy Loopholes”. Here she points out hidden privacy concerns that some users may take for granted. Some users may not realize that Mayorships are public information, while some users may use the “I’m in the room,” alerts to creep on unsuspecting users. As with any social networking platform, as much as we want to share information with our friends, there’s no telling what kind of creepers are lurking in cyberspace!
Hopefully I haven’t scared you away by this point! Check out Foursquare for yourself- I really think you’ll have fun with it!
A boy from “the hood” unexpectedly rises to stardom and delivers his family from “the projects”, sparing them a life of danger and destruction…sounds like the synopsis of a Lifetime movie, right? Not quite. This is the familiar story of one Antoine Dodson from Huntsville, Alabama who rose to stardom after detailing his account of a “bed intruder” in an interview with a local news station.
In an article released by NPR titled “Antoine Dodson: Riding YouTube Out Of The ‘Hood”, Antoine speaks out about his YouTube stardom saying “I have done interviews on the news before … When this happened, I was like, wow, I can’t believe it went crazy like this,” says Dodson, adding that people now stop him on the street and call him the ‘YouTube guy’.”
And “wow” is right! The case of Antoine Dodson provides a perfect example of just how powerful social media sites like YouTube can be! The original news story was posted over the summer, and since then it has racked up more than 14,000,000 views! Not to mention Dodson’s even bigger success with Auto-Tune the News, who remixed the original interview into the YouTube sensation- “The Bed Intruder Song”. Dodson’s YouTube success even landed him a guest appearance on the 2010 BET Awards! Not too shabby for a boy from the projects!
According to an article recently released by Reuters Business & Financial News, it appears that Facebook may have saved GAP from committing branding suicide!
Media Revolution 