Skip to main content

Advertising still clueless on CGM

If you read my Nike post you might have thought "Dave, you're a nut. No brand is going to go all in and let someone create their ad". This is where you're wrong and, taking it a step further, so are ad agencies for trying to pretend the "get it".

See, Heinz is running a CGM contest where people can create a commercial and get paid $57k. Not bad for screwing around with a product on camera to let the ad agency collect their fat paycheck minus $57,000 in out of pocket "expenses". The NY Times sites the number of hours involved in screening the videos and "work" that's involved in selecting the right videos that make the cut. So you have to work to earn your pay? Damn, someone needs me to call them a wah-mbulance (credit goes to my cousin Brian for that one, circa 10 years ago).

Here's where they're wrong: It's not the fault of the people that you created a stupid campaign. And I mean stupid as in "lacking or marked by lack of intellectual acuity", not "stupid, I mean outrageous, stay away from me, if you're contagious.".

Any time we're asked to pitch, are coming up with ideas or are working with clients on new campaigns it all starts with how their brands are being talked about. That's what research can do for you - create real strategies based on research and insights from that research. It's not about "let's jump on the bandwagon with the hope of capitalizing on a hot trend to try and stay relevant within a demographic", which is what the ketchup campaign is about. Let's look at how people talk about Heinz ketchup (or catsup if you're buying the generic brand) on a few sites. Huh, that's funny -- I don't see anything that would lead me to believe that people are just raving about condiments and that they'd have the passion involved in creating a video about a product or service that has changed their lives or they'd tell a friend about. But I digress...

Don't get me wrong -- there are products out there that get people jacked up (disclosure: P&G's a client, and I worked on the launch of Mr. Clean Magic Eraser). And there there are those brands that people don't talk about. The last discussion about ketchup that I had included the words "high fructose corn syrup" and that I'll spend the extra 60 cents on an organic version that doesn't include it. Selling your brand that they should ask users to create a video around it is just misguided and wrong. So I guess it's back to the drawing board for ad agencies to "get" CGM.

Here's an easy rule to follow: If your brand is a commodity and people don't really care about it then chances are you're going to get sub-par enthusiasm around it (and even worse CGM).

Comments

Popular posts from this blog

How to Rick Roll Someone

I've noticed a lot of traffic to my blog from a post I did on Rick Roll. In particular, people are looking for how to do it. So, without further adieu, here's a quick 1, 2, 3 on "How to Rick Roll Someone."


Pick your target. This should be someone not suspecting a peculiar link, email or heads up. Works great if you're the guy/girl in the office known for sending YouTube links via IM
Grab the URL. The YouTube video is probably the easiest to snag, because the URL isn't a dead giveaway. Sites that truncate URLs like SnipURL and TinyURL are handy if you want to send folks to yougotrickrolled.com.
Pick your delivery method and send! IM, email, blog (wink!), what-have-you.


Please, feel free to get creative. Our programmers used a "Can someone test this site?" email to the office to Rick Roll the entire staff. Or better yet - send the URL along to unsuspecting family members as "Our newest family pictures!".

Another fun way is via conference or phon…

My first Facebook spam!

Well, that didn't take long. I was spammed twice today via my Facebook profile by someone named Andrea Rowe, saying that she likes my profile picture (flattery is my weak spot) and wanted to chat. She's promoting a site through one of the TinyURL-esque sites and let me know that her username is "foxy_hotty". Here's her follow up message:


hi there David, how's it going? i wanted to chat with you, but they don't have that here, whatever. if you'd like to, you can check out my other profile at http://snipurl.com/XXXXX my username's foxy_hotty. we can chat there, just dont mind the bad pics, lol. soooo, ya, see you i hope.


Yes, I edited the SnipURL ending because I refuse to give spammers free promotion or even worse, the click through. For those unaware, sites like SnipURL and TinyURL allow you to send truncated versions of URLs, which is particularly handy when you're posting URLs to your blog (formatting) or SMS-based tools like Jaiku and Twitte…

Fake Facebook Likes and Twitter Followers -- And the Implications for Brands

This post originally appeared on the Large Media blog.


There's been a lot of talk about Twitter followers lately, including both presidential candidates, celebrities, musicians and the like utilizing services to game their numbers. Specifically, a lot of the "Top 10" have been found to have a substantial amount of fake followers, in some case to the point where 70% of their following is either bots or inactive profiles. Most articles and infographics on the subject are telling, however with a little digging you can find out that there are also social media "experts" utilizing the service to give the appearance of bloated numbers. Intrigued, and given our rare propensity to tweet as an agency, we wanted to see what the fuss was about.

So we gave it a try.

Discovery

In August we saw some ads on a third party Twitter "profile checker" site  saying they can send a thousand followers your way for $9. The process is pretty simple: select how many followers yo…