Final Post

April Fools!

I thought I'd share with you a few great pranks from some extremely successful technology brands. These tricksters have embraced their April Fools duties and have successfully connected light-hearted humor to their overall brand personality. I always admire marketers who understand the importance of sincerely and fully humanizing a brand... fun and harmless shenanigans and all. 

Today, Google announced they will soon be offering Gmail Tap... the new alternative to smart phone keyboards. By substituting the current "complex" keyboard for morse code keys (2), Gmail Tap allows users to revolutionize their lives and text messages/e-mails. They've also included a program for multi-tasking... by allowing users to type two different messages... AT THE SAME TIME! They're bringing morse code back and making the world a lot more productive through this new (but old) technology. 

YouTube is offering the entire YouTube collection on DVD! Now you can watch viral videos, makeup tutorials, and your favorite dubstep remixes in the comfort of your own home... and conveniently on your TV! You can ditch the Internet and watch videos the way they were intended to be watched. You can also add video feedback via snail mail... so convenient. 

Since throwback, low-tech solutions are so hot now, Skype has developed a new product offering called Skype for String. It makes communicating super easy... just like when we were kids! Similarly, you need two cups and a piece of string (any brand will do). As we all know, trying to find the perfect Internet connection  can be difficult, but that is all in the past now thanks to this new innovative offering!

POGS,

AKtually Ashley

Lolita & Tequila

We rarely hear about the groups responsible for the restaurants we love and frequent. Over Thanksgiving break I went to dinner with a few friends to Lolita Cocina & Tequila Bar in Greenwich, CT. I've been to some amazing restaurants, but I find Lolita to be extremely impressive. I should say that I rate restaurants almost entirely on their atmosphere, vibe, and website. I also love menus... so even if the food itself isn't superb (Lolita's food is incredible) I still can be impressed with the way they describe their actual menu items. cb5 Restaurant Group is responsible for this restaurant gem and has brought it to Boston as well. 

The group has created the ultimate branded restaurant, and has woven that identity through every detail and space. Lolita's brand identity compliments its upscale mexican cuisine. Both restaurants feature lavash red and black decor, sexy music, and extremely dim lighting. 

A "Lolita" is a spanish word referring to a young promiscuous woman. The restaurant definitely incorporates this reference into the overall vibe the diners experience. It is an elegant version of a Mexican speakeasy... sortof. You almost feel like a rebel being there, almost like you don't belong, but at the same time it lures you in. The restaurant somehow bonds with you with its intimate style.

Lolita gradually transforms into a chic night club scene with a DJ and dancing as the night progresses. It becomes quite the scene after 10pm. Visitors can choose from over 150 different brands of tequila and various signature margaritas, sangrias, and other cocktails. There is something for everyone... including non-alcoholic tropical house juices -- The Lime Coco sounds incredible and is made from fresh lime, coconut, citrus fruits, and garnished with mint and a blackberry... YUM.

When you sit at the table your seductive server brings a "palate cleanser". It's a fresh grapefruit granita splashed with an optional shot of tequila. The presentation is the most exciting part, as it is delivered to the table with dry ice smoke brimming over the silver bowl. With various delicious menu options, including guacamole with crap and lobster, bbq spare ribs, various tacos, quesadillas, and creative entrees, a second or third visit is absolutely necessary. As you receive your check you also get a sweet surprise! No, the bill will still be pretty steep BUT you get a complementary cotton candy for the table! So, even if you don't have room for a full desert, you get the sugary finale anyway.

And to top it off, you and your fellow diners are also given temporary Lolita tattoos and a damp towel for application. Unique and extremely fitting with the restaurant's theme. I love it!

The websites are branded the exact same way and are super fun and interactive with music and great page transitions. See for yourself! Greenwich Website & Boston Website.

If you get a chance to visit the Greenwich location of the elegant and seductive restaurant, don't forget to take a look at the bathroom... it is completely covered with blackboard wallpaper and chalk. Leave your mark on Lolita, because it will definitely leave one on you.

POGS,

AKtually Ashley

Babies: The Up and Coming Target Market

The Vinci Tablet

At first glance, this product looks like an oversized iPhone with a protective barrier, right? This tablet is actually pretty close to an iPhone... but is marketed to an entirely different segment... children 0-4 years old. The red ring surrounding the tablet is a drool-proof bumper. Yes, drool-proof. When a product needs to be drool-proof, it's probably a sign that the electronic should not be targeted at drooling children in the first place... common sense, right? But manufacturers and marketers can no longer afford to ignore this youthful, drooling segment. The Vinci, which 2 year olds probably cannot even pronounce, is allegedly the first-ever educational handheld device for kids. It sells for $389 to $479... WOW. I personally can't bring myself to buy an iPhone or iPad, but a 6 month old owns a $300-$500 Vinci? Lucky kid. This new product is innovative and definitely fills the market opportunity of electronics for infants... whether or not there is actual demand is an entirely different story. This product, and various digital marketing tactics aimed at society's youth, is raising many questions concerning the impact on childhood development and ethical boundaries. The issue (and this topic in general) is described in depth in this AdWeek article. 

The trend of marketing to infants is not necessarily new, but is getting increasingly aggressive and competitive. Brands like Disney have been doing this for years! Marketing was once limited to logo/mascot-printed clothing, packaged goods, or toys, but is now expanding into the digital and interactive world. There is now a TV "network" for infants online, called BabyFirstTV.com, which has subscription-based videos, games, educational activities, and music. Luxury clothing designers (ie. Versace and Marc Jacobs) are beginning to gain loyal infant consumers with trendy lines for the infant fashionista. Cynthia Rowley has designed diapers for Pampers. They run for about $15 (a bit pricey for disposable toilets)... but I do have to say, they're adorable. 

This market is becoming increasingly popular, meaning competition for infants' brand loyalty is becoming more and more important to companies and marketers. They're competing to become the first brand to establish a relationship with the child and hope to maintain this relationship as the child grows. You may be thinking that these efforts will go unnoticed and aren't worth the time, money or effort, but the Campaign for a Commercial-Free Childhood reports otherwise. They found that by 6 months, babies can form mental images of corporate logos and mascots. Additionally, as soon as infants can speak they can (and will) request brands. Other reports have found that by the age of 3, kids can recognize an average of 100 brand logos. 

How many of these can you link with a brand? An easier question may be: how many can't you link with a brand?

I absolutely love this brand alphabet. It was introduced to me in a class a few years ago, and it really holds true to the belief that brand logos are completely imprinted in our brains. You see the "P" and automatically think Pez Candy or the "C" and know it's from Campbells Soup. Kudos to these companies, their marketing teams of the past have really done an incredible job developing consumer recognition with their brands. It's amazing, but it's life. We can't help but associate colors, mascots, fonts, etc. with brands and companies. It starts at a young age, and stays with us forever. 

That is what this new marketing trend is trying to establish and maintain. It will no longer be just Disney Princesses on onsies or Tony the Tiger on cereal boxes... The Vinci, Apple, Fendi, and other luxury brands are entering the competitive market. These brands, as well as more traditional infant-targeting companies, are beginning to establish themselves through innovative digital tactics and aggressive efforts to reach this baby market through all possible touch points.

It's a new world out there... no boundaries.

POGS, 

AKtually Ashley

Brands Dictate What We Wear... On Halloween

On a college campus you expect to see a little bit of everything when it comes to creative (or not so creative) Halloween costumes. The holiday has the reputation for giving women the green light to wear a little less than is normally socially acceptable. Wearing lingerie in public is "OK" on Halloween (I guess), but wait, you're a mouse? The Last time I checked, that is not what a mouse looks like! 


This year, however, I was pleasantly surprised when this post by AdAge opened my eyes to a very different aspect of this spooky, and sometimes eerily bare, Halloweekend -- brands! On Halloween, AdAge tweeted, "Happy Halloween! Are you wearing a branded costume? Send us a pic!" and received various replies... including one from me! 

Yes, yes, I was the Energizer Bunny. There I was, thinking I was so creative, but then I scrolled down on @AdAge and found another Energizer Bunny! What are the chances?! It is totally expected to come across similarly dressed trick-or-treaters when you dress up as a policeman or cat... but another Energizer Bunny? I was shocked, and yes, a little bit upset, but I quickly bounced back to fully soak in what this truly meant. Brands have completely taken over our lives, and this sentiment can be proven by how people dress for Halloween. Marketers should definitely use this measurement tool to help determine the visibility and popularity of their brands. Progressive was probably the most effective in this activity because they used Halloween and consumers to generate awareness for their brand. On their website they gave visitors precise instructions on how to dress like Flo -- down to the shade of Mac lipstick she wears!


A few of the branded costumes, besides Flo, that I came across this past weekend included Bud Light Limes and Absolut Bottles. But the best costume by far, and AdAge agrees, was the Words with Friends app. I'm sure Apple is proud.


Another costume trend that has particularly gained momentum these past few years is YouTube. No, people do not dress up as YouTube itself, although that could be a great idea (write that down for next year), but as characters from viral videos. People love being current, and what better way to be current than to dress up like Sophia Grace and Rosie? Who are they? Check it out.

I saw about 5 different pairs of girls dressed as these Nicki Minaj fans. This YouTube video has over 1 million views and has only been up since October 5th. Sophia Grace is a very talented 5-year-old and was featured on the Ellen Degeneres Show for this video. I wonder if she knows that college students dressed up as her for Halloween? If not, her mom might want to keep it a secret for now. 5 years old is a little early to have an ego. 


POGS,
AKtually Ashley