“Toyota’s now disastrous foray into social media offers a demonstration of what skills an agency needs to play in that space. It’s now obvious that PR expertise is not an optional extra that ad agencies having a bit of a dabble in social media can do without. Although advertising has always had the potential to be controversial, for social media that possibility grows exponentially and that risk needs to be controlled. And as Saatchi & Saatchi has demonstrated, it now goes without saying that you actually need to understand social media before you start. You can’t start learning on the client’s time.”
I won’t bore you with the details, as the above post is very detailed … and this graphic is very telling …
There have been a few comments flying around to the effect that “any publicity is good publicity” – a notion I reject. Toyota doesn’t have an awareness problem … but it may have a perception problem. Something like this can only have a negative impact on the latter.
In mitigation, at least Australia is a small-ish territory (Pop. 22MM) , and I don’t think many of Toyota’s prospects will have been exposed to this (in Australia or elsewhere) … except us social media nerds that is …
A digital out-of-home campaign aimed at increasing awareness of Delta Airline’s flight schedule in the New York City area
accomplished its task – by a measure of more than 28%. From February to mid June, the airline and its ad agency, Digitas
, ran a campaign using both DOOH and traditional media. Edison Research, which surveyed consumers prior to the launch and during it, also found that business travelers’ perception of Delta’s international schedule increased by 26% and overall awareness by 15% (via Digital Sign Today).
How Delta Microtargets Business Travelers
When Delta Airlines wanted to reach business travelers just in the New York area last spring, it decided to test the idea of microtargeting with place-based media. So it teamed up with out-of-home vertical SeeSaw Networks to create multiple 15-second spots customized to a wide array of venues across five different digital out-of-home vendors.
‘s Southern Comfort
brand — weary of jostling for notice with other spirits brands during the narrow nightly window when they are permitted to advertise on cable — is taking its entire media buy digital, allowing it access to programs online it couldn’t touch on TV.
Ad Agency Creature Marketing Sherry to Younger Consumers
Seattle boutique shop Creature has developed a humorous Web site that’s meant to shed some light on the drink’s history, types and usage. The site, built for the Sherry Council of America, takes on the fusty image of the Spanish fortified wine.
Nike Stages a Takeover of Fuel TV for 6.0 Line
To promote its 6.0 line of action-sports gear this month, Nike is establishing a major promotional beachhead on Fuel TV, the News Corp.-owned cable outlet geared towards skaters, surfers and bikers. The deal allows the sportswear company to dominate the network for a set period of time.
Microsoft to Build Retail Stores Right Next to Apple’s?
I think most people in Marketing admire how Apple use their stores to build their brand story. Last winter, Microsoft announced that they’ll be opening retail stores; today, they confirmed that the first ones will be opening this fall. Some of them will apparently be located right next to Apple stores(!) The designs of the store aren’t public yet–but their recent “concept” store on the Redmond campus manages to look exactly like the love child of a Circuit City and a Walgreens.
[This – above – is a joke. That – below – is apparently real]
In the latest twist in the computer wars, Microsoft Chief Operating Officer Kevin Turner
stated publicly yesterday that attorneys for Apple demanded Microsoft pull its “Laptop Hunters” campaign that shows buyers comparing prices between Macs and PCs. And Apple’s keeping quiet on the subject. The campaign, created by Microsoft’s consumer ad agency, Crispin Porter & Bogusky
, began running in March and marked a new ad strategy from the software giant: painting rival Apple as pricey. By some measures, the ads have been successful in boosting Microsoft’s “value perception.”
Microsoft has reported a disappointing 17% slump in revenues as it was hit by competition from Google and Apple and falling demand for new computers. Results for the three months to June saw net profit for the period at $3.1bn (£1.9bn), down by 29% from the same period a year earlier. Revenue came in at $13.1bn, down 17% from a year ago.
A lot of peole have written about the Facebook WHOPPER® Sacrifice … “What would you do for a free WHOPPER(r)? Would you insult an elected official? Would you do a naked handstand? Would you go so far as to turn your back on friendship? Install WHOPPER(r) Sacrifice on your Facebook profile and we’ll reward you with a free flame-broiled WHOPPER(r) Sandwich when you sacrifice 10 of your friends*.”
My take? I think Crispin definitely produce a mixed bag of creativity – and for every Subservient Chicken/ whatever there are nine things you never hear about – but this one gets my vote. Brilliant!
And some news just in: their Whopper Virgin effort – which I liked less – also seems to have done pretty well …
‘s recent “Whopper Virgins” campaign is on track to replicate the online success of the fast feeder’s earlier viral success “Whopper Freakout,” but its impact on sales remains to be seen. The documentary-style video, courtesy of ad agency Crispin Porter & Bogusky
, appears to be breaking through the clutter. According to ComScore, Whoppervirgins.com had 242,000 unique visitors in December. By comparison, Whopperfreakout.com had 250,000 visitors during its first month, December 2007.
is no stranger to TV, what with fireworks displays and parades down Broadway. But the retail giant is coming to the small screen this holiday with a new 3D animated movie that was put together in collaboration with its agency of record, Mediaedge:cia.
Kraft branded entertainment for the holidays
Today, Nabisco-owned Kraft unveiled a new print and online campaign that narrates the story of three crackers: Ritz, Triscuit, and Wheat Thins. The new campaign comes at a time where brands expect increased eat-at-home consumption for the holidays. To create the campaign, Kraft contracted the services of four ad agencies: Euro RSCG, Momentum WW, the Starcom MediaVest Group and interactive agency Digitas. The campaign evolved from holiday recipe booklets that Kraft inserted in numerous holiday publications, including Better Homes & Gardens, Ladies Home Journal and Country Home. Over a million US magazine subscribers will be receiving a complementary copy of “The Tale of the Magical Crackers,” which tells the story of the three Kraft crackers that magically regenerate each time the narrator—a dog—of his care takers take a bite at them.
Diet Coke has long associated its brand with style and entertainment. Now it’s kicking off a new program that it hopes will continue this by melding branded entertainment with the latest in digital syndication strategies.
The “Style Series presented by Diet Coke” starts Tuesday with appearances by singers Robin Thicke
and Rihanna and designer Cynthia Rowley
. Fans can watch the show on billboards in Times Square
, through their mobile phones, online at Diet Coke.com and through ad placements on sites like People.com, Instyle.com and DailyMotion
. Two more specials are set for early ’09.
Publicis Groupe Media creates branded entertainment division
Publicis Groupe Media is launching a new division solely dedicated to branded entertainment: Core. The division aim to deliver “true branded entertainment that builds a deeper emotional relationship with consumers, and ensures clients’ products and services are seamlessly embedded within media channels.”