BUDWEISER'S ‘LOST DOG’, GANGNAM STYLE, AND THE LAW OF DIMINISHING RETURNS

Don’t get us wrong - we certainly understand why agencies want brands to advertise – especially at the “Big Game.”  We also understand that a great Super Bowl spot can increase “brand favourability.” 

Budweiser's "Lost Dog" spot, for example, has accrued around 26 million YouTube views.  But so what?  Other then simply reinforcing existing brand loyalty, what are these brands really demonstrating?  That their agency knows how to craft a compelling story? 

You may recall PSY’s smash hit ‘Gangnam Style.’  It has been viewed so many times since it was uploaded in July 2012 that YouTube had to upgrade the way figures were shown (this as the original counter was based on a 32-integer system.)  But let us ask you a question.  Even though, like us, you were likely one of the more then 2 billion people to play a part in this zeitgeist – were you any more inclined to purchase a PSY album or song?  Any more then someone might be in purchasing a Budweiser? 

So unless the goal is to aggregate a new revenue stream as a YouTube publisher, how on earth does Budweiser's "Lost Dog" spot address the reality that, according to the brand’s parent company Anheuser-Busch InBev NV - 44% of 21 to 27-year-old drinkers today have never even tried Budweiser?  Moreover, what relevance is the “brand favourability” accrued from an adorable Super Bowl puppy spot related to addressing Budweiser's free-fall in sales? 

It begs the question – what is the role of advertising?  What is the role of a commercial if it does not ever translate into actual sales?  As agencies and brands move forwards - we definitely think this question will need to be more clearly answered,  especially by agencies urging brands to spend $4.5 million for a 30-second spot.

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Goodbuzz is your source for the ideas, trends and technology behind the world's most innovative digital marketing strategies.  Goodbuzz is a digital agency based in Toronto, Canada.  We help brands create and capture value from emerging trends in technology, society and the workplace. We prototype the future and believe the best way to predict it - is to create it.  Follow us on Facebook or Twitter.

♔ YouTube 2010 | The Year in Review

YouTube dovetails in into the zeitgeist of the collective content generation and represents a great opportunity to reach consumers who are searching for information about your brand and related topics. 

It’s an extremely powerful direct marketing tool, provided that it is integrated with the website and considered an integral part of your marketing mix.  The platform extends viewers the widest reach of video content, indexes content extremely well with Search Engines (especially as YouTube’s owned by Google), and thereby ensures content to be as viral as possible.  Moreover, YouTube allows for content to be easily be tagged and tied to trending topics, builds community, allows a feedback mechanism, detailed analytics, unparalleled copyright protection, and a dedicated cross-platform 24x7 channel.

Today, YouTube even extends brands an opportunity for a new revenue stream.  Your brand can share in the revenue generated when people watch your video content.  You can even rent pay-per-view streaming videos directly to viewers allowing for very specific content to be bundled and repackaged.  

Video Content

Not surprisingly, YouTube’s most viewed content in 2010 is as viral as it is topical. YouTube’s trending topics are much like those found on Twitter or broader tools like Google Trends (see Dashboard).  The YouTube Trends feature is still not as prominent as it should be but expect to see it more tightly integrated in YouTube’s design in the not too distant future. 


It’s true.  We’re a fickle bunch.  It’s hard sometimes to figure out why things that have no appeal to us, have such incredible appeal to others.  Such is the mystery of life and the double Rainbow.  While there’s no one secret to getting millions of views, YouTube’s platform does at least extend the opportunity to connect media to people in real time. This modern newsreel becomes both the thread of what is happening, and a reminder of what happened.  With that in mind, here follows the most viewed content of 2010 - first in a YouTube Highlight Reel then individually.  Please note that the numbers as indicated are based upon today versus Dec.31^st, 2010.

2010 YOUTUBE HIGHLIGHT REEL

TOP TEN - NUMBER 1 MOST VIEWED

TOP TEN - NUMBER 2 MOST VIEWED

TOP TEN - NUMBER 3 MOST VIEWED

TOP TEN - NUMBER 4 MOST VIEWED

TOP TEN - NUMBER 5 MOST VIEWED

TOP TEN - NUMBER 6 MOST VIEWED

TOP TEN - NUMBER 7 MOST VIEWED

TOP TEN - NUMBER 8 MOST VIEWED

TOP TEN - NUMBER 9 MOST VIEWED *KEEP IN MIND THE NUMBER OF VIEWS IS FROM TODAY VERSUS DEC.31ST, 2010.

TOP TEN - NUMBER 10 MOST VIEWED

What’s your brand doing on YouTube?

There was a time when YouTube was considered a wild-wild west of content — a place where marketers shied away from uploading their commercials, let alone building a branded channel. But these days, YouTube has become more mini-van than stagecoach. From Toyota Sienna’s high-profile television commercials urging consumers to visit their YouTube channel, to (what might be considered the anti-minivan) Harley Davidson’s fan-centric YouTube universe, there has been a noticeable shift in corporate adoption of the platform.


Billions (literally) of people are watching today – so I'm sure you agree that YouTube provides a unique opportunity for high-profile brand placements. Not sure where to start?  Check out YouTube Trends to get an idea of the types of content currently being consumed.   Also, think of your YouTube channel as an extension of your brand that lives and breathes. You’ll need someone who is dedicated to tending to that page, building your audience by reaching out to fans, and managing your profile online.


Start by searching your brand on YouTube and see what the existing conversation looks like. Then try reaching out to people who already have an affinity for your product or service by commenting on their videos and/or “friending” them. Remember that YouTube is an online community, and if you’re not participating in the dialogue, then you are missing the opportunity for true engagement.  More tips and tricks or for good examples by content type, select the area of concentration below:

Gaming

How-to / Education

TV + Film

Music

Non-profit

Sports

Remember liquid paper? Tipp-Ex correction fluid leverages YouTube to increase relevance

The correction fluid brand's latest campaign features a video of a hunter caught in the dilemma of whether to shoot a bear or not. Having decided not to, he grabs a Tipp-Ex Pocket Mouse and amends the video to 'A hunter ____ a bear', before inviting (you) the viewer to fill in the blank with their choice of verb.  Once the viewer has suggested a new action, the hunter and bear duo act out the new command or, if they get stumped, hold up a cheery 'Error #404' placard.

The open-ended challenge of trying to find all the filmed variations ensures high levels of engagement and dwell time on Tipp-Ex's YouTube page - which has already notched up over 3.5 million views since the video was uploaded at the end of August.  

For possibly the first time in YouTube's history, the comment section is actually helpful, with suggestions of actions to try out including: eats; watches TV with; swims with; moonwalks with; shows his ass to; is shot by; smokes with; and the rude one which you're thinking of - yes they do that too.  
Check it out and tell us what you think. :)

Social Media Case Studies [Aug-GB_V4.0]

VISA's making shopping more social with a plug-in called Rightcliq that lets people receive shopping advice from friends via Facebook and email. - Visa

TOYOTA is encouraging people to share their personal stories about their vehicles on Facebook with their "Auto-Biography" campaign. - ClickZ

ROGERS COMMUNICATIONS has opened up Rogers Community Forums, a place to find help with technical issues, ask and respond to questions, and discuss the company's products and services with others. - RedBoard

In a new partnership with FOURSQUARE, PIZZA HUT announced that it will be rewarding devoted customers who have earned the title of "Mayor." They’ll receive a free order of breadsticks with their pizza. - Fast Company

DELL's Tag Team app on Facebook is taking social shopping to a new level by letting people find products through user-generated tag clouds and make purchase decisions based on customer reviews. - Context Optional

SOUTHWEST AIRLINES, ZAPPOS, and BEST BUY are among several brands mentioned in Valeria Maltoni's blog post about top customer service accounts on Twitter. - Conversation Agent

By listening and engaging in real conversation about a taboo subject, KIMBERLY-CLARK'S social media campaign for Kotex created a safe place for women and girls to go for support. - FASTForward Blog

Dave Schoonover, KIA's national manager of CRM and digital marketing, discusses the strategy behind their "Who's Next" YouTube contest. - MediaPost

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Goodbuzz Inc. is a Toronto-based Digital Agency that creates social media campaigns that entice consumers to play, create, and share brand experiences. This is accomplished by focusing on developing "branded utility" - moving away from interruptive 'push' models towards more meaningful ways of connecting. From simple metrics to actionable insights that enable data-driven marketing decisions - Goodbuzz links social media efforts to business outcomes. Visit Goodbuzz or join us on Facebook. Any / all product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.

Social Media and Transparency in Government

It seems in most of the democratized world today, political parties are deeply entrenched national entities trying desperately to remain relevant with younger constituents.   This story is not unique to Political Parties mind you, as many organizations also need to realign themselves periodically to stay relevant.

Want to know how to engage younger constituents? Find ways of taking your perceived weaknesses and turning them into strengths.  Extend participatory channels that lead to new and deeper relationships, increased relevance, support, and donations.  Most of all extend the auspices of transparency.  What that really means in today’s government, we’re certainly not qualified to comment on.  However, what we do know is your message must seem authentic, genuine, and honest. 

Leveraging Technology

Imagine a Political Party actually being constituent-driven?  Imagine the transformational, democratizing power of opening digital channels directly to constituents? Imagine you were valued stakeholders in making better and more relevant decisions (if you so chose).

Imagine if Parties freely invited all citizens into this discussion to extend a genuine sense of “connecting” and participatory engagement?  What if a Political Party made constituents feel like it’s their system and framework to mold (for their benefit). Maybe even invited discussion and allowed all stakeholders their say.  Imagine evolving the current “issue or leader”-centric assessment of our political landscape to one of long-term philosophical beliefs?   

Has the evolution of technology and socialization finally outgrown our current political framework?

We’d love to hear what you think.  Join the conversation at http://www.goodbuzz.ca

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GAP’S “BORN TO FIT” SOCIAL CAMPAIGN

The digital campaign for Gap’s 1969 Premium Jeans —‘Born to Fit’— marks a first in the fashion industry as Gap launches one of the most robust consumer experiences to-date using a range of social media platforms. By harnessing the most popular social media platforms, the ambitious digital campaign developed by AKQA aims to reach fashion leaders and fashionistas, Gap customers and even skeptics to encourage conversations around Gap’s reinvented line of jeans.

           

Facebook

Gap partnered with Facebook to transform its Fan Page into the ultimate jeans destination. Developed by AKQA, www.facebook.com/borntofit acts as the central hub for the campaign, where visitors can engage and express themselves. The interactivity encourages users to find their ideal 1969 Premium Jeans fit and includes:

• A Born to Share interactive gallery with pictures of Gap fans telling the world what they were born to do. Visitors can also participate by creating and uploading their own “born to” expression.
• A virtual, moving runway where fans can watch models sport each fit of jeans in three different ways. Visitors can also click through to Gap.com www.gap.com/> and purchase their favorite outfits.
• A Fit Spotlight where users can explore the jeans up close and hear commentary about each of the styles from Gap’s head designer, Patrick Robinson.
• A video of Rada Shadick , Gap's Fit Engineer, discussing the craftsmanship and details of the new jeans.      

Mobile StyleMixer iPhone App

Recognizing that Gap customers are often on the move, AKQA also developed a StyleMixer iPhone application. This social shopping tool enables users to mix and match clothes, find inspiration, get advice and more.  

StyleMixers can organize outfits, get feedback from Facebook friends and the iPhone StyleMixer community, take, upload and integrate images of clothes from their own closets and get ideas from other community members. Leveraging a relatively untapped iPhone technology, the app unlocks surprise offers when users are near a Gap store.

             

 “Our ‘Born to Fit’ digital campaign enables customers to get as close as possible to the jeans without actually touching or feeling them – it’s a way for them to experience the jeans digitally from our point of view. Then once they’ve had a chance to try the jeans on, we encourage them to come back to our ‘Born to Fit’ community to share their opinions, style tips or even create their own ‘Born to’ expression.” (Gap’s EVP of Marketing)

             

GAP’S SUPPORTING social CAST

Further opportunities for Gap customers to express themselves via social media are:

• Style advice video content and celebrity videos are available on YouTube.
• A Gap Twitter feed will keep followers up to date with tweets on celebrity encounters, exciting events, styling recommendations, and upcoming collections posted daily.
• The ‘Born to Fit’ campaign additionally partners with the influential fashion community, Polyvore, to bring to life the jeans in the style tips section.
• Rich media ads will run on NBC.com, Fox.com, the NYTimes.com, and the Glam and Sugar networks, with an exclusive launch partnership for Perez Hilton’s new fashion-related site, CocoPerez.com.

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The PUMA INDEX | A STOCK MARKET FEED WITH A TWIST

The PUMA Index is a real stock ticker, with a twist. When the market goes down, our models' clothes come off, all the way to their PUMA Bodywear.  PUMA created a free-to-download app and site called the PUMA INDEX which provides cheer to investors whose stocks are nose-diving by giving them hot male and female models clad only in Puma underwear to lift their spirits.  

The Puma Index reacts to the fortunes of the Dow, German (DAX) and Australian (ASX) stock markets: the lower the stock market falls, the more clothes they take off, so it’s targeting those who check their stocks as often as they check their mobile devices. 

Once you’ve installed the free app you can choose between a male or female guide to your index of choice, by shaking the iPhone. The market numbers will be updated automatically through the day and when it gets good enough, or bad enough, the models will be called into action.

It gets better.  If you show your iPhone with the app installed to a PUMA sales rep, you even get a 20% discount on your next purchase.  

Check out the video overview, check out the free Mobile App, or visit the PUMA Index Site.

T

ADIDAS AND DIESEL COLLABORATION TO TARGET YOUTUBE AND FACEBOOK

Adidas, the #2 athletic footwear maker, is branching out into new arenas; creating films for social-networking sites as part of its annual spring marketing campaign and collaborating with hip fashion label Diesel in time for New York Fashion week.

As part of its overall “Celebrate Originality,” global brand message, beginning this week, Adidas will begin to debut four original films on popular online sites Facebook and YouTube. The first is about the company’s founder, Adi Dassler, and chronicles how his shoe evolved from a sports shoe to popular everyday footwear. Adidas will also host a community page on Facebook with a variety of information and applications.

While the marketing spending is undisclosed, it is believed to be “the biggest” campaign the company has done in its 49-year history. “There are two key pillars to the campaign,” said Hermann Deininger, chief marketing officer of the adidas sport style division. “One is retail and the second is digital.” Adidas will reformat some of its 80 worldwide stores into an “atelier” concept, allowing visitors to design their own shoes and send pictures and videos to a large wall within the store.

On another front, Adidas is pairing with Italian jeans maker Diesel to create four styles of jeans called “adidas Originals Denim by Diesel.” The line, which includes two men’s and two women’s jeans in four different washes, was shown at Fashion Week in New York on Sunday. The jeans will be available exclusively at adidas stores and retail for $160 to $210. This is Adidas’ first foray into completely non-sports product segment.

John Shanley, an analyst with Susquehanna Financial Group, said the campaign fits in with a trend of merging fashion and athletics trends. “I think it makes a lot of sense,” he said. “Casualwear is where most of the business is done (in the athletic sector). Technical or performance products are a relatively small part of the overall market.”

Read original article.