experimentation
Choreographing a New Approach to Admissions
Scott Rodgers, Creative Director
01.28.10
Geeks become Gleeks in Yale’s latest recruitment video…
Empowered Consumers Push Brands to Cut Loose
Ron Ladouceur, Executive VP/Executive Creative Director
01.05.10
If there is one truth in our new conversation-marketing world, it is that brands need to be fearless and try new things. Three big campaigns in the pipeline right now – from Pepsi, Domino’s and Taco Bell – are testing the new rules of marketing in a conversation-centric world.
Will these campaigns succeed? Fail? From a branding perspective, does it matter?
Media Planning in a Future Age (aka Now)
Patrick Boegel, Director of Media Integration
12.07.09
Do not wait for your customers to stumble to you based on the results of an algorithm. Tap directly into the power of the conversations that technology is emboldening your customers to have with, or about, your product or service.
When It Comes to Social Media, Best Practice Is Practice
David Schultz, President
12.04.09
A couple of weeks ago, I was reading a blog post on “Best Practices in Social Media,” a topic on which there is no shortage of opinions. (A Google search will return nearly 2.9 million results, which is about 400,000 more than last month.) As I was reading it, I was struck by how confidently the author threw around the term “best practices” to describe what he was doing. While I think it’s great that people share their experiences – the good, the bad and the ugly – I think it’s premature to start engraving anything in stone.
As I was sharing my thoughts with our Executive Vice President/Executive Creative Director, he summed it up very nicely. “When it comes to social media,” he said, “best practice is practice.”
Z&C Poll: Charmin Promotion – Over the Line or Smart and Fun?
The Media Logic Team
10.22.09
Vote in our latest Z&C Poll!
We’ve seen brands respond to the challenge of conversation-centric marketing in vastly different ways. Some have reacted by becoming even more cloistered; others are testing the outer boundaries of taboo. Charmin’s latest promotion shows that CPG, at least relative to this brand, has chosen the latter path.
John Jordan, a member of Media Logic’s xTeam, came across a CNET.com article this morning about Charmin’s promotion. It generated quite the conversation at Media Logic:
From: John Jordan
Odd story, but should be interesting: Charmin to pay 5 people $10k to blog, and share experience in a makeshift bathroom.
From: Patrick Boegel
It might be insane, but the methodology from P&G is likely spot on. This campaign will generate attention and receive coverage from bloggers and the media. Regardless of the tenor of the coverage, good or bad, people will be writing about this promotion for awhile.
From: Ron Ladouceur
Maybe it’s because I came of age in the earthier 70s, but to me this sounds like a fantastic Social Juice promo (though, in this case, “juice” might be an ugly word). Can you imagine how great a sell it took to get a bunch of P&G execs to sign off on “enjoy the go?” Hats off! Frankly, I think the author of this review sounds a bit constipated. She could use a Charmin break.
Time will tell if Charmin’s latest promotion will be a success or failure. But, at least around here, it’s got people talking.
What do you think? Does the latest Charmin Times Square bathroom campaign push past the boundaries of good taste or is it an effective exploitation of a taboo subject?
