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Last Year's Massive Holiday Viral Is Back, and Shorter
Posted
by Abbey Klaassen
on
11.20.09
@ 05:09 PM
Regardless of whether the ad critics liked JC Penney's "Beware of the Doghouse" viral video last year, the masses did.
The idea behind the film was that men who gave their wives lame holiday gifts, such as vacuum cleaners, would be dropped down a rabbit hole called the doghouse to be judged by a jury of scathing, scorned wives. The campaign racked up millions of views in its quest to promote JC Penney's jewelry department -- jewelry, of course, being the ticket out of the doghouse.
This year, it's "Return of the Doghouse." JC Penney again tapped with Saatchi & Saatchi for the video creative, which is blessedly down from four minutes and 45 seconds to two minutes and 55 seconds, and Razorfish for the website, where, per a JC Penney statement, visitors can "build a case against their bad gift giver filled with written statements and imported photos, videos and witness testimony as evidence of the bad gift-giving. Each case file will be compiled into a trial movie and given its own web address, allowing users to share (can be e-mailed or posted to MySpace and Facebook) the link with friends."
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Criteria: Real Apps with Long-Term Value that Create Loyalty
Posted
by Josh Bernoff
on
11.19.09
@ 04:22 PM
Consumers are surrounded by more information, with more immediate access to it, than ever before. Mobile internet access (but also mobile email and SMS text messages) are a big part of that. Mobile applications can get access to location, a camera, your identity, your phone number and SMS messages, not to mention the plain old wonderful real-time 'net. This changes things. As a marketer or other corporate staffer, your best action is to provide mobile customers as much information as possible, as instantly as possible.
I'd like to hear your nominations for the best mobile applications that empower consumers. I'm not talking about quick-hit mobile campaigns. I mean real applications that are of long-term value to consumers and create loyalty by surrounding people with information.
There's an App for That -- for Now
Posted
by Chris Cunningham
on
11.18.09
@ 02:40 PM
I'm confident that if Charles Darwin were here today, he'd have something to teach us about apps.
I've been fortunate to be at the forefront of apps. Prior to starting my company, I was leading the charge for the app's predecessor, the widget, and this led to my fascination with Facebook's 2007 move to open its API to third-party developers and publishers. And what I've seen on Facebook -- a winnowing down of the number of apps -- will soon be happening to the iPhone platform.
Rokkan Talks About Redesigning Richard Branson's Corporate Site
Posted
by Charles Bae
on
11.18.09
@ 02:30 PM
[Editor's note: Virgin.com's recent revamp turned the corporate site into a social-media hub for the corporate brand. The site also acts as a lead generator for the various business units. Rokkan, the agency that designed it, talked us through it. Here's the case study, in their words.]
The total overhaul of Virgin.com had two equal goals: lead generation and social activity. This weaving together of corporate content and user-generated content called for a distinct creative approach that skewed a little more toward e-commerce/online review sites, such as Apple.com, chow.com and even Amazon.com. The key differentiating factor, of course, is that you are not actually buying anything on Virgin.com.
Today, the new Virgin.com lets consumers learn about Virgin the company, coupled with social tools for real-time dialogue, from rants to raves. Bringing it all together is the consistent presence of company founder Richard Branson. Here's how we did it.
Many Apply Traditional Marketing to Emerging Channel
Posted
by Chris Perry
on
11.17.09
@ 08:35 AM
|
| Chris Perry |
I often have a love-hate thing going with Twitter.
On one-hand it's a platform for the trivial. A time-suck. A platform to distract and, at the same time, isolate ourselves from subjects out of sync with our own worldview. On the other, it's a proven platform that carries incredible power to reshape how we learn, interact and share with communities online. For marketers and media-makers, it's hard to think of a recent innovation that's altered our landscape more than the simple 140 character platform. And for that I'm skewing to the love side of the spectrum.
Where do companies fit on the spectrum? Is it on the collective corporate radar? How is it being used? And in an age where advocacy carries the day, is it being used as a way to truly engage customers and other important stakeholders to the brand?
Patients Are Researching 21st-Century-Style, Marketers Need to be Able to Be There Too
Posted
by Josh Bernoff
on
11.13.09
@ 11:53 AM
|
| Josh Bernoff |
The pharmaceutical industry and the FDA are in a strange position.
People are discussing drugs and treatments all over net, from WebMD to the American Cancer Society's Cancer Survivors' Network.
But pharmaceutical companies can't encourage or participate in this activity in any way. In one case in my research, a pharma company employee begged me to take down a reference to a site her company had sponsored -- the logo was right there on the site -- even though the company had provided an unrestricted grant and did not influence content in any way. This level of hypocrisy is absurd, and serves no one.
They Understand the Technology, the Speed of Iteration and Analytics
Posted
by Jacques-Herve Roubert
on
11.12.09
@ 10:14 AM
Over the past 18 months, a great debate has consumed our industry: Are digital agencies poised to sit at the head of the advertising table? Depending on whom you ask and what you read, the answer seems to flip flop -- with a majority of people still having reservations and making claims that digital agencies aren't ready to lead.
And It Hopes to Learn More By Testing Skippable Ads
Posted
by Abbey Klaassen
on
11.11.09
@ 02:00 PM
Once upon a time, YouTube was a site that didn't believe in pre-roll. My how times have changed.
Today it's launching yet another incarnation in its video-monetization plan: skippable ads. These have a small icon in the upper right offering viewers a "skip this ad" option. Clicking it takes one straight to the video.
Why might it launch such a thing? First of all, it believes it'll be able to command higher prices from advertisers for the ads because the users will actually want to be engaged and watching. But it also hopes giving people the option to skip will result in better research about what makes people want to watch an ad. Here are a few things it's already learned about pre-rolls:
An Alternative View of the Mobile-Advertising Acquisition
Posted
by Ian Schafer
on
11.10.09
@ 05:38 PM
In case you missed it,
Google acquired mobile ad network AdMob for $750 million in stock.
There's a lot of speculation on why, but the obvious reason is that Google wants more direct access to what they are betting heavily on -- that mobile is the next great advertising medium. It's made a huge bet on mobile with Android, which is an obvious move to own the mobile search ad market, but now it's got its hooks into the mobile display ad market as well.
Even Publishers Who've Bemoaned Networks Have One
Posted
by Tod Sacerdoti
on
11.10.09
@ 05:20 PM
In Silicon Valley, there's an old adage that says all great internet companies eventually build an e-mail service. Nearly every major player from Google to Comcast, Facebook to MySpace, Yelp to LinkedIn, has some form of user-to-user e-mail within its site or application. Today, I propose a new maxim -- all great internet companies eventually build (or buy) an ad network.
The evidence is inescapable: Google, AOL, Yahoo, MSN, Fox, CBS, Facebook, MySpace, LinkedIn, Cox and many more all have networks of ad placements. In fact, even Forbes.com, the single most vocal publisher about the negative impact of ad networks, launched the Forbes Audience Network in late 2007.
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