BY: Kate Metcalf
There was a lot of buzz in this office about The Bachelor, especially as Brad got closer to picking his “true love.” I’ve never really been a fan of the show, as I find the idea of picking someone to spend the rest of your life with out of a pack of 25 people on national television a little unsettling. But while reality show matchmaking may not be my scene, I am totally fascinated with the upcoming reality of the royal wedding.
I come from a long line of Anglophiles. In fact I vividly remember the sense of panic I felt when realized I taped an episode of Dawson’s Creek over my mom’s prized recording of Charles and Diana’s wedding (Mom, if you’re reading this, sorry about that). And I really cannot tear myself away from the hoopla surrounding William and Kate’s wedding. Not only is it a present day fairy tale of love between a prince and a normal girl who seems to be grounded in everyday life, it is also a marketing wonder. And the commemorative items run the gamut from high brow to low. As Amy Wolfe (follow her on Twitter @cs2AmyW) pointed out, you can purchase a commemorative crystal shot glass, or you can sample the latest draft on tap in pubs in merry old England – “Kiss me Kate.” Tours of Kate’s hometown are on offer, and every time she steps out in public, whatever she is wearing quickly flies off the shelves of her favorite designer’s stores. I don’t know about you, but I can’t get enough of it.
I can’t figure out why this love story has me wanting to know everything about it. Is it that I remember idolizing Princess Diana as a child and crushing on both princes? Could it be that it is the real-life embodiment of every Disney movie ever made? Could it be because the bride has such a great name (Kate with a K and Catherine with a C is really the way to go)? Or is it possibly because it is a great PR event with lots of marketing dollars behind it? Whatever the reason, I am all in. Where’s my invitation?
BY: Brian Sullivan
At some point, commercials during the Super Bowl became an attraction unto themselves. I’m not sure if this was born strictly from the increased media value of the game associated with the popularity of the NFL or from carefully orchestrated hype by advertisers. Either way, the commercials are as much a part of the viewing experience as the game (in some years, they are the only entertainment value).
On the surface, paying $2.8 million for a spot and about that much for the production seems crazy. However, when you consider that 111 million people saw your spot during the game and the amount of PR coverage and water-cooler talk your spot will get, the numbers can actually work.
The game you are playing with these spots is trying to create something memorable. Whether it is funny or moving or just plain outrageous, your spot has to stand out and give people something to talk about. Many of these spots have had a lasting impact on popular culture – wasssuuup springs to mind. I just hope people don’t start licking other people’s fingers after this year’s Doritos ad.
Anyway, here is a link to all the spots for your review. I’m pretty partial to the Volkswagen one myself (or whichever one you liked, unless it was the lame GoDaddy one because then we can’t be friends anymore). Which is your favorite?
Superbowl Ads
BY: Amy Sharp
After a month of holiday insanity at the office, we were all ready to let off a little steam at our agency Christmas lunch. I knew our ‘fuel’ committee (dedicated to enhancing our time at cs2) had planned a surprise field trip afterward, but with the smell of Gus’s Fried Chicken wafting through the halls I was thinking more about settling into some kind of food coma than going anywhere. Our surprise turned out to be a musical tour of Memphis with a group called Backbeat Tours. I had seen the vintage buses rolling around town in past years but who needs to take a tour of a city you’ve spent your life in? Apparently – I did.
We lumbered onto the bus and were introduced to our tour guide – Daniel ‘Memphis’ Jones, who spent the next music–filled 90 minutes cracking jokes, singing and slipping in some education on both well-known and off-the-beaten-path landmarks. What’s so great is that founders Bill and Deborah Patton have done a phenomenal job of finding a niche in their industry (ho-hum bus tours) and packaged it delightfully at every touchpoint. They start with tour buses that visually stand apart from all others. They offer an alternative experience to sitting quietly and staring out the window as you are lectured to about city attractions. They brand the whole experience in a way that again sets them apart and feels uniquely Memphis (down to some musical shakers if you feel the urge to join the musical extravaganza). Take that package; add the unbelievable talent/personality of our host (ours came across more as the cool older brother you want to hang out with than tour guide) and what’s the result? Not only did I have a great time and learn new things about a city I have lived in for over 30 years, I walked away from it proud to be a Memphian. How’s that for a brand experience?
cs2 with our afternoon host
To see a few photos from the party, click here.
BY: Amy Sharp
In our household, there are many days, weeks (it’s so often I’ve lost count), that I hear one, or all, of these questions from my 11 year old daughter. I try to answer with more than ‘Because I said so.’ simply so I don’t have to acknowledge the fact that I have indeed become my mother.
‘Can I stay up late on a school night?’ ‘No, you have homework.’ ‘Can I get cell phone?’ ‘No. I’m holding out as long as I can’. ‘Can I watch (insert stupid show here – Zach and Cody, icarly, Hannah Montana, etc. etc.)? ‘No, _______ is the stupidest show on the planet. It goes on and on. So I found it mildly amusing the other day when a SUBWAY television commercial, airing on the Disney channel, caught our attention (couldn’t find it online or I’d link to it here – too bad SUBWAY). The commercial opens on a child in the 8-11 age range asking almost an identical series of questions. The audience never sees the parent, only hears the series of ‘No’s’, until you see the child at the neighborhood SUBWAY counter asking for a sandwich a specific way, and we pan to our friendly employee saying ‘absolutely’! The fascinating part was hearing the next day, while out running errands, my daughter ask if we could have SUBWAY for lunch. When I asked ‘What’s with the sudden love of SUBWAY?’ she responded in a slightly bored voice, ‘MOM, they make my sandwich exactly how I want it.’
Just a great example of what advertising is all about. People make purchases based on emotions first, rational thought second. I don’t know if my daughter noticed any delicious looking food in the commercial. I certainly didn’t. SUBWAY simply knew the target audience, and identified with them. This isn’t even a unique selling position (I’m humming ‘Hold the pickles, hold the lettuce’), which is why the identifying and making the emotional connection, is so important. Don’t forget, not only is SUBWAY building a new customer base with their ‘we get you’ message, they’re also making a sale on every parent along for the ride. Cha-ching!
And do I mind being taken on this ride? If it’s between this and a cell phone, ‘I’ll take a six inch on wheat with turkey and cheese only please.’
BY: Eric Melkent
“Doing what you like is freedom. Liking what you do is happiness.”
This one is pretty simple, and oddly enough from an actual fortune cookie. “Thanks,” go out to all the folks at Pei Wei or at least to the purchasing agent.
Geez, not much I can say about this, except that unless you absolutely had to, why would you ever do something you didn’t enjoy. Or like?
By the way, if you are playing the lotto, the lucky numbers that accompanied this slip of wisdom are: 16, 19 20, 21, 25 and 28. And “grape” in Chinese is pronounced pu’ tao.
BY: Amy Sharp
I love watching golf. Not necessarily up to ‘not moving from the couch all weekend’ guy standards, but I can definitely kill an afternoon following a tournament. One thing I have noticed over the years is the growing ‘logo fest’ on almost every players apparel. First it was just an additional sponsor to the hat or back of shirt, followed quickly by an additional logo or two on the front of shirt and why not one on the collar? I can just hear the sponsor/agent now, ‘It’ll be in all the closeups!’ I worry that just around the corner are more NASCAR style wins, which involve the winner spending as much time (cue the ‘grab and chug’ sponsor drink) naming/thanking sponsors as discussing play.
The problem with all this (besides the fact that it just seems to barge in on the grace of the game) is a great example of why creatives whine about wanting ‘more white space’. ‘White space’ is the space that allows objects to exist. Take a great portion of that space away, and the audience doesn’t know what they are looking at. Therein lies the battle and the whining begins. No one starts out using all the white space up. As you chip, chip, chip, away at it (no pun intended), before you know it, there is nothing but a sea of clutter to look at. If a sponsor wants the audience to see and remember said logo/partnership, in a sea of logos – what do you think the likelihood of that is?
In the past, Tiger Woods and Nike have handled it perfectly. Nike paid big dollars for exclusivity during play, while other Woods sponsors, Gatorade, Gillette, Tag Heuer, etc. got different pieces of Tiger. Of course that kind of money isn’t always on the table, but even Tiger is in a different situation now. Players need to be more selective about what they allow sponsors to demand of them. Sponsors need to be more innovative in how they take advantage of brand partnerships. If they don’t, they’re just throwing their money away.
BY: Walter Rose
There’s been a lot of reality in the mediaverse over the last decade or so. In that time span we’ve been immersed in virtual reality and been subjected to a seemingly inexhaustible supply of reality TV concepts. We can now add to that the latest member of the buzzword family of reality products, augmented reality. Continue Reading »
BY: Amy Sharp
Moving. We have been debating putting our house on the market for a while now, and I think spring fever may have gotten the better of me. Continue Reading »
BY: Eric Melkent
“If you always do what you’ve always done, then you’ll always get what you’ve always got.”
From time to time, I will submit my blog postings in the form of what I like to call, my fortune cookies.
Continue Reading »
BY: Amy Sharp
I was very excited to travel with my kids to New Orleans for Spring Break this year. My (less excited) husband had to work there all week, so we decided to drive down and spend a few days with him. We jumped in the car! I shoved in a Dr. John CD, and we were on our way! Continue Reading »
There was a lot of buzz in this office about The Bachelor, especially as Brad got closer to picking his “true love.” I’ve never really been a fan of the show, as I find the idea of picking someone to spend the rest of your life with out of a pack of 25 people on national television a little unsettling. But while reality show matchmaking may not be my scene, I am totally fascinated with the upcoming reality of the royal wedding.
