Whelmed. Not over... but almost under.

Though my mom keeps sending me commercials, articles, clips, and many stream-of-conscious e-mails, I have continuously set them to the side until I have "time" to sift through them. BUT when she sent along this article from Huffington Post about the new Coca-Cola Super Bowl commercial, I felt the need to open it... and now I'm sharing it! People often say they are overwhelmed, or that something was underwhelming, but neither can apply to
this new commercial. I was definitely not overwhelmed... and I guess I can say I am slightly underwhelmed, but I'd rather settle on "whelmed".

The commercial is interactive and its ending will be decided by viewers, which in itself is a good idea (not original, but good). The company’s Super Bowl campaign features three teams that are competing to be the first to get to a Coke bottle mirage. Viewers can vote online at CokeChase.com for either the Cowboys, the Bandlanders or the Showgirls to reach the bottle first. The final results will be aired during the Super Bowl. Personally, I don't resonate with any of the three, so I'm not particularly invested in voting for any of them. Who would you vote for?

So... now that I've shared a not-so-exciting commercial, I'll round it out and share and ask you to PLEASE read the post below for an ad that I absolutely LOVE. Yes, it involves laughing babies... and kids... and adults... and seniors. I always love commercials from this company (guess who!)... especially when their advertising company decides to put the product aside, and connect with viewers on an emotional level. This 30 second spot is appropriately titled "Smiles". I hope it makes up for Coke's boring ad above.

POGS, 
AKtually Ashley

"The Wisdom of Elevationism"

The game-changing, recently opened Atlantic City resort, Revel, has a few words of wisdom for its guests. They are as follows:
1. Jump into the Deep End of Everything.
2. 24 Hours is a Night Well Spent.
3. Bonfires & Bellinis: Mix Responsibly.
4. Manners Apply Only After You Finish Licking The Plate.
5. Sleep On Monday. 

Revel Resorts, a 20-acre beachfront destination, is changing AC. Rather than luring mainstream gamblers on an overnight jaunt, the resort is targeting the "beautiful crowd" through its innovative luxury, relaxing waterfront environment, varied entertainment... and yes, its spectacular casino. Revel was clearly developed through a unique and very un-AC concept. The main attraction is NOT the casino, though it does not at all lack in that department. It is more of a beach resort, highlighted by its 1,800 ocean view rooms, cabanas, fire pits, floor to ceiling windows, InOut pool, SkyGarden, and much more. The building's design was inspired by and resembles the curves of the ocean. It crosses boundaries and distinguishes itself from the other "resorts" (AKA casinos) on the boardwalk. Did I happen to mention that the casino has windows? Yes, windows, which is unheard of in traditional casino design and layout. They're not trying to lock gamblers in by disorienting their sense of time, but rather let them enjoy the casino while still reminding them of the resort's other offerings. 

Scéno Plus, the Montreal firm responsible for Cirque du Soleil's sets, designed the Casino.

The resort rocks options for everyone, with over a dozen restaurants, two nightclubs, a beach club, retail shops, a spa, two theaters, and various other amenities, some of which I mentioned above. Revel's three signature restaurants, Amada, Azure by Allegretti, and American Cut by Forgiorne, look onto the Atlantic Ocean, while the other foodie-attracting hot spots surround the casino. Two of these, the James Beard Award-winning Central from Michel Richard and Belgian gastro-pub Mussel Bar from Robert Wiedmaier, deserve mention... they look delicious.

Ivan Kane's Royal Jelly Burlesque Nightclub--a Revel spin on traditional burlesque.
Offers burlesque lessons for the adventurous guest--WOO!

InOut Pool

Bask Spa, developed by Exhale Mind Body Spa
Integrated approach to wellbeing, blending spa, fitness, healing, relaxation, and fun. 

Tapas at Amada:
White Sangria, Charcuterie, Salad with blue cheese and spicy almonds, Tortilla 

Mussel Bar 

Garlic Fries at Mussel Bar -- drooling...

The idea behind Revel is exciting, innovative, and fresh. Atlantic City definitely needed an extra something to boost the atmosphere and drive business--many believe the resort will be AC's "savior". It just opened, so hopefully this dream will turn into a reality. Until then, the witty, quirky, and semi-knockoff of another advertisement (for the Las Vegas Cosmopolitan Hotel) should keep you all entertained. You'll totally see what I mean by knockoff if you check out my other blog post, "Just The Right Amount Of Wrong". 

I don't really understand why Revel's advertising team decided not to showcase anything the resort has to offer. It's visually appealing and has a lot of fun aspects. The building itself is a work of art! Cosmopolitan took the same path (and they did it first). I guess I've come to the conclusion that this ad sparked my interest and prompted me to research and blog about Revel... SO their marketing staff can pat themselves on the back. Weird and non-traditional gets the people talking!


POGS,
AKtually Ashley

Good Thinking, Miller

College students across the country should bow down to MillerCoors for the company's creation and launch of the Punch Top Can. The innovative Miller Lite cans, which provide a smoother pour than a standard can, were made available in national retailers last week. Have you ever heard of shotgunning? If not, please attend a college party or tailgate and get that out of your system. So much effort is put into finding a key, locating the air bubble, and creating the perfect hole. Now, shotgunners can simply punch the extra tab of their Miller Lite and chug accordingly. Apparently, you can use almost anything to punch the second tab: a house key, golf tee, or even a dollar bill. MillerCoors' Director of Innovation and Activation, Amy Breeze, revealed that consumers "prefer the Punch Top Can three-to-one over the standard beer can because it's more like drinking from a pilsner glass."

To accompany the Punch Top Can's launch, the brand is introducing a new advertising campaign. The new commercials will run through mid-August and highlight creative ways to punch the can and enjoy the flowing beer. The launch is also supported by print, radio, out-of-home and digital advertising, as well as point-of-sale and PR. 

I, for one, am glad someone has come out with a better way to shotgun... especially before I graduate from college. It's about time! I just wish it was a different brand of beer-- I'm not particularly a fan of Miller Lite. On the other hand, the new Punch Top Can might be just the thing to switch me.


POGS,
AKtually Ashley

Next Stop: 1965

There was an incredible amount of buzz surrounding the season premier of AMC's Mad Men, which aired Sunday, March 25th. This chatter was rightfully earned, especially because it has been over a year since the fourth season ended. Viewers have been itching to see how the men and women of Madison Avenue will stir up more raunchy and dramatic entertainment. Newsweek was smart enough to latch on to this popular topic and mass following, and published a special 1960s Mad Men edition to bind the connection the weekly magazine once had with these driven advertising professionals. They also tried to imagine how a 1960s website would look (a bit contradictory...) and have created a temporary page over their original website to show us (it pops up when you go to the Newsweek site). 

The new issue features a cover story about the Emmy-winning show. That's not all. All of the advertisements in the issue are designed in the style that Sterling Cooper Draper Pryce (the fictional advertising company in Mad Men) might have produced. The ads are still for modern day companies, but readers might have to take a second glance to confirm it. Besides the blast-from-the-past advertisements, another extremely interesting aspect of this issue is the cover story, which was written by Eleanor Clift. She worked at Newsweek in the 1960s and attests to the show's accuracy (especially the relationships between men and women in the workplace... and the drinking... and the sex). The issue will on the stands this week (March 26th) and next week (April 2nd), so take a moment when you're walking by a newsstand to check it out! In the meantime, here are a few of the old-school advertisements that were designed specifically for this issue.
pictures courtesy of AdAge

Dunkin' Donuts really would have fit RIGHT in

An actual new model

The "Mayhem" character from the modern TV ads... so funny!

Tide ties in how long they've been around (1946)

I think it could be an interesting idea for a campaign. Instead of creating modern advertisements, an advertiser would place old-school style advertisements for the brand among the modern magazine ads. It would motivate readers to stop and spend time looking at the ad to determine why the advertiser went that route -- was it part of an overall campaign or a way to celebrate an anniversary? Either way, it's a creative tool to differentiate the brand's ad from the rest. It's a way to stand out. 


Interested in the advertising industry myself, I have become a loyal Mad Men fan and was sitting eagerly in front of the TV screen at 8:45 on Sunday night as I waited for the two-hour premier to begin. My thoughts? Well, I wasn't too impressed. To be honest, I was a bit disappointed that there was no real bang. Nothing screamed, "Mad Men is back and it's going to be a CRAZY season!" Luckily, they haven't lost me as a viewer because next week's preview looked incredibly dramatic and enticing. Phewf!


POGS,
AKtually Ashley

Let The Games Begin

“Hunger games. Hunger games. Hunger games.” That’s literally the only thing I’ve heard coming out of people’s mouths for almost a year. If I'm being honest, one of those mouths is my own. The Hunger Games trilogy, written by Susan Collins, is the new Twilight. Though the two plots have somewhat similar themes, The Hunger Games' story line appeals to a broader audience. For those who don’t have children, friends, or any connection to the outside world, the trilogy takes place in a dystopian future. North America has become Panem and is split into 13 districts. Every year, the Capitol (the oppressive government) holds the Hunger Games, which require each district to pick two teenagers (one male, one female) to participate in a fight to the death. The protagonist is Katniss Everdeen… and she’s quite the heroine.

The Hunger Games is “coming to theaters near you” on Friday, March 23rd. Yes, I’m attending the midnight showing on Thursday night and I am so excited (and such a dweeb). The point of this post, however, is to delve into the incredible digital and social media marketing tactics that Lionsgate has (and will continue to use) to promote the film. The integrated digital campaign, which is part of a much larger campaign featuring traditional promotional tactics as well, really highlights the most detailed aspects of The Hunger Games and allows fans to become part of Panem. Lionsgate's marketers understand that by using digital tactics as the forefront of their campaign, they are able to easily and immediately track engagement. As they observe the reactions of and interactions among fans, they can shape future phases of the campaign to increase engagement. 

One of the most creative and interactive tactics allows fans to become an official citizen of Panem… ID card and all. They have created an interactive website in which you can register for a District Identification Pass. Once you receive your assignment (district, occupation, citizen number), you can download it to your Facebook, Twitter, Google+, phone, or tablet. You can even order a physical District Identification Pass for free off Facebook. Once you register, you’re prompted to join your district on Facebook. Each district has their own Facebook page and a mayor, recruiter and journalist—by the way, these individuals are true enthusiasts and fans of The Hunger Games and were elected to their positions by “The Capitol”. By using these enthusiasts, The Hunger Games was able to push its message through multiple platforms and to broader audiences--the beauty of consumer generated content and brand ambassadors! It also creates a sense of community among The Hunger Games fans. “Panem citizens” are able to watch sneak peek movie clips and receive various rewards for taking their fandom to the next level. 

YouTube hosts “Capitol TV” with clips and special trailers. These videos can also be seen on each District’s Facebook page under a tab called "The Square", which was the main gathering area in each district in the book. You have to “Like” the page before you can see the info, but it has branded messages, warnings, advertisements, and various other film promotions.

In addition to various other strategic social media tactics... I haven't even gotten to Twitter yet (not going to, so check it out for yourself--sorry!), The Hunger Games partnered with Feeding America and the United Nations World Food Programme to fight against hunger. The actors of the film starred in a PSA to raise awareness about hunger in the US and around the world.

As you can see, The Hunger Games did A LOT to promote the upcoming movie, but due to the campaign's heavy reliance on social media and digital tactics it was incredibly inexpensive and effective. There were still frequent TV advertisements, 3,000 billboard and bus shelter advertisements, movie posters, and almost 50 magazine cover stories, but with the help of social media platforms, the integrated campaign motivated a TON of engagement. The key is to constantly give fans something to get excited about and share--that that is exactly what Lionsgate did for The Hunger games. I'm quite confident that the film will do extremely well in theaters, and hope that other studios and marketers in all industries realize the power of creative and engaging digital promotional tools as centerpieces of integrated campaigns. 

I’d be happy to tell you about some of their other tactics, but I really want to register for my District Identification Pass so I know where my loyalty lies on Thursday night. Oh, and did I mention there is an iPhone game? The Hunger Games: Girl on Fire.

POGS,
AKtually Ashley

Sorry! Girls Only.

Imagine walking down the street and having advertisements change based on your gender, age, or race. This trend of ultra-targeted advertising has already started in London. Plan UK, a not-for-profit organization that helps children in third-world countries, launched a facial recognition billboard to promote its "Because I'm a Girl" campaign on February 22nd. As you may already assume, the ad is not the same for everyone. With 90% accuracy, the interactive advertisement scans pedestrians and identifies their gender. If it recognizes a woman, it allows her to see a 40-second campaign video, which promotes sponsoring a girl from a developing country to receive proper education. On the other hand, if it detects a man, it shows relevant campaign statistics and directs them to the Plan UK website. The purpose of this somewhat exclusive method of advertising is to show men "a glimpse of what it's like to have basic choices taken away." Personally, I think it is a bit creepy, but I'll have to get used to it (I'll explain why later).

The billboard, located at a bus stop on Oxford Street, cost Plan UK around $47,000 to execute (with help from Clear Channel UK, 3D Exposure, and Curb Media), and will only last for a total of two weeks (one down, one more to go). They hope to raise $400,000 in donations during the next four months, and believe the high-tech, emotion-inspiring billboard will motivate many of these donations. The amount of press the organization and its campaign has received due to the billboard will certainly help fundraising efforts as well--cue the need for PR professionals!


The 40-second video is part of a longer documentary, which showcases three 13 year old girls: Jasmine from the UK, Bintou from Mali, and Sur from Thailand. It highlights their differences, commonalities, obstacles, and dreams. If you have three minutes to spare, take a peak. Beware: it's emotionally riveting.

This new breed of outdoor advertising has incredible implications for the marketing industry. The technology used in Plan UK's billboard is the first of its kind and can be compared to the iPad and Xbox Kinect (combined). Not only does it scan faces, but it also measures the distance between the viewer's eyes, width of their nose, length of their jaw line, and shape of their cheekbone, to determine their gender. Ultra-targeted advertising through facial recognition software is in our near future. Some shopping malls are already testing the technology to more effectively reach and appeal to shoppers. 


I hope this technology can eventually be applied to television and the Internet. Maybe one day I'll stop seeing advertisements for arthritis medication or Viagra. One can only hope!


POGS,
AKtually Ashley

Average Joe = Super Bowl Pro (Advertiser)

I'm not a big fan of cats either, so me and the cat-eating dog from the Super Bowl Doritos ad should team up. The Great Dane and his bribing strategy really made a splash in Sunday night's Super Bowl advertising competition. The spot ranked number one in USA Today's Annual Super Bowl Ad Meter... and was voted one of the most popular Super Bowl 2012 ads in various other ranking systems as well. The Doritos ad, "Man's Best Friend", was one of two awesome consumer-generated advertisements that aired during the game--the other one, "Sling Baby", was a Doritos ad as well, and ranked number four on the Ad Meter! Jonathan Friedman, the ad's creator, will receive $1 million from Doritos for his nationally recognized ad, which only cost him $20! Cheap and no celebs? Way to go Average Joe Jonathan!


USA Today's Ad Meter is regarded as the most influential Super Bowl ad rating system in the advertising industry. It tracks the second-by-second responses of a panel of viewers during the national broadcast and has them rank the ads from favorite to least favorite. USA Today also recently introduced a Facebook app, which allows consumers to rank and share their favorites as well.  


For those of you who missed the commercial (or the entire Super Bowl), here it is:

This is the sixth year Doritos has put on the Crash the Super Bowl contest, which invites regular "Average Joe's and Jane's"--AKA consumers--to submit ads. This year the contest received more than 6,000 submissions. After the Doritos team whittled that massive number down to five, consumers' votes determined one winner, while Doritos picked its personal preference. 


Doritos may have the number one and four spot on the Ad Meter, but my personal Super Bowl fave is still top five... M&M's spot, "Just My Shell". I previously posted about the intro of Ms. Brown... and man, did she introduce herself! I was right, she is sassy! Absolutely loved it! And Red has never been so funny. 

Wiggle, wiggle, wiggle, wiggle, wiggle, YEAH!


POGS,
AKtually Ashley

The Brown M&M Finally Gets Some Love

I don't think I'm alone in wondering why M&M's hasn't promoted their brown M&M. I get it, it's brown. It's not a lively or "pretty" color, but it's still one of the staple members of the M&M clan. Well, February 5th (AKA the SuperBowl) is when M&M's will finally introduce the apparently not so new brown character... and... IT'S A GIRL! Her name is Ms. Brown and she will walk and talk just like her fellow computer-animated buddies. I'm sure Ms. Green is thrilled to have a gal pal after all this time. 


According to an article by the New York Times, Ms. Brown is an "intelligent woman with a sharp wit who finally decided to reveal herself after working for decades behind the scenes as 'chief chocolate officer.'" I guess the sexy role has already been taken by Ms. Green (I can't believe I just called an M&M sexy...), so we'll see how they incorporate a business woman into the scene.

BBDO New York, M&M's preferred creative agency, has developed a few teaser advertisements to spark excitement and buzz among consumers and the media about Ms. Brown's debut. 

Until the first quarter of the Super Bowl on NBC, we're left with her simple photograph... and 20 foot statue that was unveiled in LA on Monday... so much for the big bang of keeping her identity a surprise.

Her pose, raised eye brow, and unamused facial expression doesn't even leave her personality a mystery... she looks a little bossy sassy to me. I like it. She must be a pretty demanding M&M considering the amount of money the company is paying to formally introduce her during the Super Bowl. A 30-second spot on NBC during this extremely competitive air time costs around $3.5 million. OUCH! She deserves it though. She's been locked in the office and hidden from the public. She's worked hard as the CCO. Now, it's finally her time to shine and join her sweet M&M buddies in their efforts to promote M&M's of all colors, personalities, and fillings. 

POGS,

AKtually Ashley

Why Can't We Order What's On The Ad?

False advertising is rampant in the fast food industry. Have you ever seen your Burger King Whopper look exactly like it does in the commercials or print ads? NO! Have you ever seen your Taco Bell Crunchy Taco even remotely resemble its advertisements? NO! Though this reality hasn't stopped anyone (as far as I know) from repeat orders, we'll always be a little disappointed each time we unwrap our chicken sandwiches or cheeseburgers. 


A photographer-gone-blogger provides an extremely in depth comparison of what we are "promised" by fast food advertisements and what we actually receive. This type of blog post has been done before, but this particular post puts a professional spin on the Average Joe posts of the past. And still... the findings are gross...and small...and squished. Poor us.

Note: "Most Attractive Angle"
Also, I need to say it... where's the beef?!*
*Wrong fast food restaurant, same idea

Note: "Slightly Fluffed Up"
So sad.... but SUCH a reality.

Note: he asked for the Whopper to be built
to mimic the ads... makes you wonder:
Do they even have those ingredients?

And the winner is... McDonald's Big N' Tasty!
I was a bit curious if these restaurants owned
anything other than "shredded lettuce"...

How can you advertise something in "actual size" if it
legitimately cannot fit in it's allocated box?
Maybe that's why they always looked so squished?
Nah, probably not.

I'm going on a very long road trip to Canada this weekend, and I'll still order something from McDonald's. It might not look (at all) like the advertisement BUT at least it tastes like it's advertised. I know... that's subjective. 

POGS,

AKtually Ashley

Sci-Fi, Football, & Volkswagen... AGAIN!

One of my favorite commercials of 2011 was Volkswagen's ad that first aired during the 2011 Super Bowl. The ad, featuring a powerful mini Darth Vader, is funny and adorable...and though I can't speak for men, I think it appeals to both sexes. I'm sure you've all seen the commercial on one channel or another (it runs pretty frequently)... but for my own entertainment, here it is:

This ad, called "The Force", created a lot of buzz (online and off). The video went viral. Consumers voted it as one of their favorite commercials. SO, with the help of Deutsch Los Angeles, VW is giving the Star Wars theme another go with "The Bark Side".

The dogs are cute, skilled, and the idea is funny... but I don't think this commercial will have the same impact as "The Force". I might be a bit biased because I (personally) think little kids are cuter/funnier than barking dogs... but that's not the case for everyone. The final ad doesn't run until February 5th (when the Patriots and HOPEFULLY the Giants will be duking it out on the field... GO GIANTS)... but they released the 60-second teaser during ABC's "The Middle" on January 18th.


We'll see how the Star Wars inspired canines fare in the highly-competitive Super Bowl commercial scene. Hopefully, for VW, they're just as powerful as mini Vader. If the NY Giant's don't win tonight, I plan on rooting for the Chewbacca dog during the Super Bowl.


POGS,
AKtually Ashley

Maybe She's Born With It... Nah!

Many are guilty of a little photo editing to make themselves the picture look better--especially before uploading it to Facebook! Enhancing the picture, adjusting the hue, changing from color to black and white, or losing 10 pounds... WAIT WHAT?! Come on, this is nothing new! Advertisement photographers and creatives have been altering, adjusting, and "fixing" pictures since programs like Adobe's Photoshop were developed. We'd be silly to believe that models are all perfectly slim, smooth, and bronzed--but it doesn't stop men and women from idolizing and striving for these (usually) unatainable bodies.

I recently came across this article in Adweek's AdFreak about a similar topic. It features a satiracle infommercial promoting a new beauty product, Fotoshop by Adobé. Ha... get it? The video was produced by Cali filmmaker Jesse Rosten. While Adobe is not particularly thrilled, to say the least, Rosten skillfully unveils an all-too-true (and humorous) quality of beauty and fashion commercials and magazine spreads. His witty video reveals how far the industry has gone to achieve "beauty". 

Funny, right?


I'm assuming that the majority of us have accepted that many published photographs are "fixed" in one way or another. I'll also make the assumption that we all still believe these models are real even if their bodies are tweaked here and there. After reading this article, however, we all may have to reassess that belief. 


I know, I know--you can't always believe everything you read... BUT apparently, the fashion chain H&M was caught using fake swimsuit models in its recent online catalogue. When I say fake, I don't mean digitally altered... I mean completely digitally created... from scratch. 

Look closely. I would have never noticed, mainly because if I'm shopping for swimwear, I'm looking at the bikinis. Each model has the same body stance... OK, that could be a coincidence or part of the company's "look". What gives these "models" away, though, are their fingers. That's what jumped out at me first. If you take a closer look, you can see that the contour of their stomachs are all EXACTLY the same. Creepy. You just can't trust anyone these days...


POGS,
The Real AKtually Ashley

...and this little Piggy went... WEEEEEEEEEEE!

Usually this little piggy would go "Wee Wee Wee" all the way home... but GEICO's takes the rhyme to a new level... literally. Maxwell the Pig is back, and zip lining the New Year away in the recently released GEICO commercial. Some viewers don't understand the commercial and think it's a poor effort compared to GEICO's usually clever advertising spots. Others argue that it is absolutely hysterical... but still don't get it. Regardless of consumers' opinions, the video, produced by The Martin Agency, is on a viral rampage. However, this may only be because people are trying to decipher with their friends what Maxwell actually says to his fellow zip liner. "Pure. Adrenaline."


While the GEICO gecko is my favorite of the company's many advertising reps, Maxwell the Pig can be pretty funny... just not in the zip lining commercial. 

POGS,
AKtually Ashley

Sneaky Commercials (in a good way!)

Oops! I gave it away! The title of this blog post eliminates any element of surprise these commercials may have had (sorry!), but the element of creativity remains. Both happen to be public service-type announcements AND were created outside of the US. Though they seem to be average ads promoting products and playing on viewers' emotions, the deeper messages within these commercials have had immense global impacts. At the end of each video, you'll probably still think yourself "wow, I didn't think it would take that angle. Hmmm." -- or at least that was the exact thought that ran through my mind.

The first ad was created by a Swedish agency named Forsman & Brodenfors to fit with the "smoothness" campaign of their client, IQ. The agency created a spot for a smooth whiskey... but the real meaning behind the campaign is revealed half way through. 

I bet you weren't expecting that ending... I know I wasn't. The commercial plays on the traditional style of advertising alcohol products. The soft lighting, local bar atmosphere, and peaceful music really tricks viewers into taking the commercial (at least the beginning) for its face value. Once the binge drinking commences, however, viewers start to realize that the commercial isn't promoting a smooth whiskey after all.

Another commercial, which has gotten a ton of global attention, was made specifically to address an issue in Australia. The video has gone viral, and though it only exists in the online world, its creators are attempting to raise enough money to air the commercial on television in Australia. It's your average love story, but it isn't until the proposal at the end of the commercial that viewers realize the couple isn't an "average" couple at all. The commercial is touching and its global viral impact really shows the success of the campaign for change. It has around 3.8 million views already... wow!

An article by AdAge makes a good point: why have no campaigns in the US managed to make such an impact?

POGS,

AKtually Ashley

Is Ronald McDonald A Keeper?

We all know Ronald McDonald... some may know him too well. He's been around for nearly 50 years, so I'd be worried for McDonald's if the clown (in a literal sense) didn't have such a strong global presence. He's so important to our culture (and children) that he has his own website! There are some people, however, that aren't thrilled with Ronald, and have been urging the fast food chain to retire their long-time mascot. Personally, I'm not a huge fan of clowns and I do think Ronald McDonald is a little creepy -- not nearly as creepy as Burger King's King -- but I don't think McDonald's is ready to let go of him. 


He's a face for the brand. He humanizes the global chain. Yes, McDonald's has the "golden arches" but those arches can't engage customers. They can't shake someone's hand or pose for pictures. They won't be directly responsible for putting a smile on a child's face. Ronald McDonald is a friend, and while he hasn't been as visible in McDonald's ad campaigns as he has in the past, he still has a strong presence and connection to the brand. 


The advocacy group, Corporate Accountability International, wants Ronald McDonald to step aside. They've created a website solely for this cause, Retire Ronald, blaming Ronald McDonald for prompting children to visit McDonald's and ultimately become obese (hmm...). I understand the advocacy group's reasoning, but their proposed solutions to the general problem are a bit ridiculous. Retiring Ronald McDonald will not remove a child's desire to visit the fast food chain. Getting rid of the toys in Happy Meals? That's another story. It's possible that future laws will prevent marketing fast food to children due to recent widespread childhood obesity... but for now, McDonald's is safe.


McDonald's says the clown is "an ambassador for good". He has "the smile known around the world," says Willard Scott, the creator of the mascot. Ronald McDonald is not only the face to the brand, or a character in commercials, but also the leader in McDonald's philanthropic efforts -- Ronald McDonald House Charities.


For now, our old friend, Ronald, is sticking around. Hopefully he'll be greeting McDonald's patrons, old and young, for years to come. Luckily, Burger King "dethroned" their creepy mascot in August... and replaced him with... a mom? Read more here. I totally support that retirement. He's scary.

POGS,
AKtually Ashley

Macy's Thanksgiving Day Parade!

It's incredible how much advertising time and press Macy's got today. The annual Thanksgiving parade, aired on NBC, has been a tradition since 1924 (85th anniversary!). Every Thanksgiving morning my sister and I watch the giant balloons and floats glide down 34th street from the comfort of our own home - around 44 million other people do the same and almost 2.5 million flock the NY streets to watch it live. 


Today I had a HUGE revelation... the entire 3-hour program is a giant promotional opportunity for Macy's and the rest of the participants. Of course I knew this (somewhat) before, but not nearly to the extent it became apparent to me this morning. What I originally took as a giant Buzz Lightyear balloon transformed into an advertisement for Disney and Pixar. Nothing can be taken at face value. Instead of watching the parade in the same frame of mind as I had in the past, I couldn't help but listen to what the NBC reporters were saying in the background. They would give a brief (detailed) spiel introducing the balloon or float, its background, and, of course, its sponsor.


The entire production is phenomenal and so clever. In my opinion, it definitely is comparable to the Super Bowl. Companies pay a ton of money to fill the advertising spots during the Super Bowl game because they know there are millions of viewers. They buy eyes... a lot of eyes. The same thought process is understood about the Macy's Thanksgiving Day Parade! The major difference, however, is that the parade (AKA the advertisements) is the reason people are watching. It's the actual entertainment. While the Super Bowl commercials are just a side portion to the actual program. Lets be serious though, we all know there are plenty of people who watch the Super Bowl JUST for the entertaining, extremely creative, and usually funny commercials.  

My favorite part of the parade has always been the Santa Claus at the end, signaling that Christmas is around the corner! Snoopy is definitely a close second!

POGS,
AKtually Ashley


PS. Did anyone notice that when introducing Neil Diamond the reporters compared him the Mount Rushmore? "... and another American legend... Neil Diamond!" Ha!

Rolling Advertisement

This evening, at approximately 8:00PM ET, eight friends and I will be promoting Cruise America RV Rentals and Sales. Actually, we'll be driving the 30' RV for other purposes (ie. traveling to South Bend, IN for the Boston College v. Notre Dame football game taking place on Saturday afternoon at 4pm... it's a HUGE rivalry game, which is why we travel the 15+ hours-- GO EAGLES!) The RV we will be driving is legitimately an advertisement on wheels... and we're the company's execution strategy! I think they should be paying us to drive their vehicle from Massachusetts to Indiana rather than us paying them... but for some reason that's not how it works. ;-)

The advertisements are on the front, back, and both sides of the RV. There will be at least 20 Cruise America RVs on the road this weekend making the same trip. However, we are not all taking the same route -- lucky for Cruise America! They'll be expanding their reach and awareness through each separate group of BC college students. All we want to do is get to Notre Dame as soon as possible, be with our friends and cheer on our team... but we have another job too: promote the product (even if we aren't conscious of it).


I still stand by my previous comment -- it would be really nice to be paid for my promotional services!


Wish us luck this weekend in the Holy War! Eagles on the Warpath!


POGS,
AKtually Ashley

Let's Motor

MINI Cooper has an incredible track record for creative, witty, and unique advertising campaigns. The majority of them stress the tiny car's size and its massive power. Their out-of-home advertising is what I love the most, but MINI has done a great job integrating various tactics to reach their objectives. 


The following pictures are a few of my favorite MINI advertisements. I learned about some of them in my Communications and Promotions course a few days ago and felt compelled to see more (and share them). Hope you're all as impressed as I am!

    

I really love the billboard on the left, with the two bent palm trees. Yes, this was completely staged BUT super effective in showing how MINI has speed and power. It's a great illusion. The billboard on the right, with the digital screen, was really innovative at the time it was up. As MINI Cooper drivers passed by, it would show a personalized message for them (and the rest of the drivers) to enjoy. How clever is that?! The board used a signal from a radio chip that was embedded in the car's key fob. Obviously this was a few years ago, before the world became ultra techy. Now we can watch streaming videos via billboards -- crazy!

I love building advertisements like this, but these specific ones are especially clever. On the left is vending machine. Not a typical vending machine though. You can't get a Snickers or a Diet Coke, instead you get a MINI Cooper! Does it still cost $1? On the right, an actual MINI is turned into a literal YoYo! It moves up and down. LOVE IT. Both ads are obviously promoting the small size of the automobile. Its size is one of its main differentiators. If you've got it, flaunt it. 

I'm a big fan of guerilla marketing. I think it's fun and really grabs attention and generates buzz. If I had stumbled across either of these guerilla marketing efforts in real person, I'd be talking about it for days... weeks maybe! I'm a big skier, so the MINI Cooper chairlift really resonates with me. The MINI Cooper box presents the car as a toy... or "toy size".

Another car that uses a clever guerilla marketing campaign is the Smart Car. Also, click that link and check out their killer website. There are so many companies want to have the "Apple" of websites... I'd want to have the "Smart Car" of websites.

Adorable. A cute Smart Car parked next to a phone pole and locked up with a (giant) bike lock!

Keep an eye out for MINI Cooper ads in the future. The advertising for the small car really has a big impact.


POGS,
AKtually Ashley