9 digital campaigns to learn from

Behold some of the best that digital marketers created in the last year. Some are integrated multi-execution efforts, others are simply powerful one-offs. But all of them signal the beginning of a new era of creativity that includes platform and format as part of the effort to move the needle.

Ford did a nice job "relevantizing" Ford Focus's appeal to younger drivers with the "Doug" puppet campaign. In addition to videos like this, the presence in social media was funny, tight, and popular. Ford's digital marketing manager, Scott Kelly, says he acts as a liaison of decency between Doug and the public, as well as letting us interject some vehicle features in a natural way. Results are good. Mashable reports 36,000 Facebook fans and some 1.7 million video views, strong conversions to sale, and a brand image that markedly improved among target buyers. Not bad for a puppet!

Google: The web is what you make of it

There are so many things to like about the new campaign for Chrome, which encompasses traditional, online, mobile, and social. This particular "viral" execution has so many things going for it. It is how you do celebrity in an era of consumer participation. The effort shows how Chrome empowers such amazing experiences that wouldn't have been at all possible even a few years ago. And it puts Google squarely at the center of the best of what digital has to offer. Yeah, yeah, Google does TV now. But it's Googly, and in the process, takes ownership of the things people love about our new media era.

McDonalds: Pong

The great thing about "I'm lovin' it" is that it is a concept that can encompass so many fun things. That breadth is great for a brand that needs to be about a lot more than the best fries ever! This MickeyD's campaign from Sweden featured an enormous billboard on which two passersby could play Pong. If you successfully played it for 30 seconds, you were sent a mobile coupon for free McDonald's food. I admit that I have no transactional results to show you here to confirm its immediate business impact. But as a means of generating buzz and cementing the company's fun and hip credentials with young people of all ages, this effort was "magnifik." In my view, mega brands need to create special experiences like this to create lasting consumer impact in an era of media fragmentation and change.

Paramount's Twitter sneak peek

It's often tough to tie sales to social, but this interesting campaign for the Paramount theatrical release of "Super 8" drove $1 million in theater tickets and strong buzz for a modest budget title. The program offered a combination of official announcements and what they call a "Promoted Trend" to flag pre-release showings. The effort contributed to opening weekend box office sales that were higher than expected.

Audi's A8 Klout campaign

The luxury market is incredibly crowded these days, so I liked Audi's use of influencers as a means of generating bottom up buzz. Just one of the tactics was the Klout perks offering to encourage people to test drive the car and discuss it with their networks. The effort generated loads of tweets and great reach for people-originated endorsements of the Audi standard of luxury.

BK's Channel 111

When BK changed agencies, it signaled a philosophical shift from lifestyle messaging to product front-and-center. What better way to do that than placing it smack dab in the middle of DirectTV's channel 111. By staring at the Whopper for long periods of time, you could earn coupons for free sandwiches. But if you looked away, you might miss a demand that you press a button on your remote. Miss an order, start over. What makes this such a great interactive digital campaign is how it put interactivity at the center of a TV focused campaign -- a media rarely known for its participatory side. The buzz from this effort was awesome, and I would imagine that all that time staring created internal dissonance in many a cynical viewer. I call it Flamebroglio -- I want to deny my personal susceptibility to advertising. But look at those perfect grill marks!


Barbie takes Ken back

Years ago, the world was stunned when Barbie dumped Ken for some Australian McConaughey clone named Blaine. I'm guessing it was an effort to make her a little more trendy in a world of loose Bratz. But things soured with the Aussie (I'm guessing too much beer was part of the problem.) In 2011, Barbie saw her error thanks to a massive publicity campaign asking America if she should take Ken back. My favorite piece was this little video showing Ken finding Barbie using the powerful algorithms of Match.com. But there were loads of components to this effort. Tens of millions of impressions, several million Facebook fans, lots of votes, and for the first time, millions became part of the brand and actually cared about America's favorite anatomically incorrect doll. This sort of voting isn't new, but the massive multi-dimensional nature of the digitally centered effort made it feel fresh.

Brand Harry Potter and Pottermore

The HP books created a literary sensation that the world arguably hasn't seen since Twain and Dickens serialized their stories in newspapers. But J.K. Rowling told us that the saga is over. How do you keep the excitement and revenue coming from a completed franchise? Why with Pottermore, of course, a groundbreaking interactive environment in which fans of all ages can read new content and participate in the stories. And while they are there, buy unique electronic content and the first ebook editions. Will it work? I think so, but what really matters is that it offers a really remarkable new model for the book business that leverages the static stories in uniquely participatory ways. This, while continuing to sell stuff.

JC Penney personalized QR codes

I was really taken by this innovative use of QR codes as a means of delivering personal audio messages on holiday gifts purchased from JCP. Buy the item at Penney's, get a personal QR code card, record your message, and make your gift recipient smile! What a brilliant way of making goods purchased at Penney's -- which are often precisely the same goods that you could purchase somewhere else -- and make them uniquely valuable. What a great way to get people to shop Penney's first, and buy the item where they first find it. QR codes are often used by consumers to find lower prices online. In this case, Penney's has flipped the model on its head and in the process, driven incremental sales!

Mr. Manners Answers Questions From Buyers and Sellers

Dear Mr. Manners,

I get more than two dozen calls per week from media sellers, and more than 50 emails. Must I answer every one?

-Inundated in Irvine

Dear Inundated,

Perfect manners would require a response for every message. But Mr. Manners is a realist, and instead suggests that your obligation is to respond to any message from someone who respects you enough to be communicating with you personally.

You do NOT have the responsibility to respond to any message that:

1)      Is delivered as an HTML newsletter or similar.

2)      Was clearly spammed to dozens or hundreds of people, without regard to information that they might reasonably obtain before contacting you. For example, your role, title, or responsibilities.

3)      Does not include a Dear…. salutation.

4)      Does not provide a capsule explanation of why you should be in touch with this person. For example, information on how their offering fits your brand(s).

You do have a responsibility to respond in a reasonable timeframe to a message from:

1)      Someone with which you have or have had a business relationship.

2)      Someone you have RFPed.

3)      Someone you told to check back with you later, and who has followed the time suggestion you outlined.

4)      Someone you have asked for a favor, or you have met with.

5)      Someone who has clearly made an effort to do research on your company and role, and who explains how that information has led them to believe that they have a solution appropriate for your business.

The depth and timing of your response relate to the amount of relationship you already have with that person, coupled with the amount of effort they made prior to contacting you. Existing partners, especially those who “go the extra mile” deserve a response within 24 hours, even if it is to tell them that a more thorough response will be forthcoming. Past or minor partners deserve a response within 72 hours. Companies you have RFPed deserve an explanation of why you didn’t purchase from them within a week.

In these instances, manners guide both good behavior and help protect and enhance your career. Sellers know and remember who makes an effort to respond to their messages. And a bad reputation will limit your career later.

Dear Mr. Manners,

Lately certain vendors have been going around my agency and reaching out directly to the client. How can I stop them while demonstrating good manners?

-Worried on Wacker

Dear Worried,

Mr. Manners believes that we must first answer the question WHY they are going client direct. It’s not a problem per se. If direct conversations between vendors and your clients endanger your relationship, then you have problems much larger than aggressive vendors.

The second question you need to ask is whether your interest in closing these information paths is actually in your interests and those of the client. Ultimately, agencies need more and better ideas from sellers, and engaging strong vendors in three way dialogue along with the client often makes for better effectiveness. If you’re trying to lock away your clients from information avenues, you’ll probably find that you aren’t in charge of the door before long.

In my experience there are four common “client direct” scenarios:

1)      Your client specifically requests that you prevent vendors from contacting them. Here you should communicate that request to vendors so that they know that they must work through you. When the client is contacted directly, ask them to forward messages to your team so you can set things right.

2)      A vendor you work with is asked for information by the client. Here your goal should be to become part of the conversation, as it may reveal client goals or needs with which you are unaware. You should not discourage the information sharing, but should ensure that you and your team are part of the dialogue. It is well within good manners, however, to scold a vendor for communicating with your client without making you aware first. And finally, you need to ask yourself WHY the client went vendor direct instead of talking to you, because it may signal an issue in your relationship.

3)      A vendor that you work with sees an opportunity to get more business by going client direct. In effect to circumvent the agency or to drive client demands for greater partnership. Relatively few companies will try this, mostly companies that have huge market share or importance such that you cannot “punish” their bad mannered behavior. In these instances, ask yourself:

a.      Does the vendor have a point? Would the client benefit from their suggestions? If so, work with the vendor to address the opportunities through the agency channel.

b.      Is it just a power grab? I suggest you confront these vendors directly, and work in concert with the client to ensure that their bad behavior is recognized as counterproductive.

4)      A vendor you don’t buy from goes client direct to try and force their way into your buy. Most of the time, your client will rebuff the effort outright. If they instead ask you why you aren’t working with a vendor, simply explain your rationale and in most cases that will end the problem. The quality of that rationale will in turn encourage them to rebuff such efforts in the future.

Ultimately you aren’t in control of vendors, even those you work with. But if your client relationships are strong, efforts to engage clients directly won’t be a problem. In fact, communication between clients and sellers may well lead to productive dialogue and a better informed, more digital-savvy client.

So, breathe. Either have confidence in your strong relationships with your clients, or work to address the relationships. Further, by treating sellers fairly and with respect, you benefit from their expertise and drastically reduce bad mannered behavior.

Dear Mr. Manners,

My team worked hard on an RFP response, and the agency never got back to us on why we didn’t win. How can I respond while still demonstrating good manners?

-Mad on Madison

Dear Mad,

Not providing you feedback for an RFP response is the height of bad manners, particularly if you were asked to respond on crash timing or spent a great deal of time and effort creating a customized solution. Buyers who don’t provide feedback usually fall into one of two buckets:

1)      Shotgun planners that RFD a huge list of sites because they have failed to pre-screen possible vendors to a subset that have a reasonable chance of winning.

2)      Selfish planners that simply “can’t be bothered.”

In either case, I suggest you politely but firmly contact the most senior member of the team and point out the need for feedback. If they don’t respond to your request, I suggest you refrain from responding in the future to RFP requests from that person or team. If they ask you why you didn’t respond, tell them that you can’t invest the time and effort without understanding what might drive the buyer to make a purchase. This is a polite way of demonstrating the importance of well mannered behavior on their part. While not responding may feel like a difficult decision, the reality is that you have better things to do that shoot in the dark. Focus instead on finding real opportunities.

One more thing. If your RFP response was a piece of crap, sending it was bad manners. The recipient is therefore under no obligation to demonstrate good manners in their dealings with you.

Dear Mr. Manners,

A rep has offered me a very high value gift. Is it good manners to take it?

-Tempted in Texas

Dear Tempted,

You are confusing manners and ethics. In my view, accepting high value gifts is unethical because it implies or seals a quid pro quo. Any personal gift that makes you feel obligated to buy is clearly unethical. Further, acceptance of it may run counter to your company policies, and may even be against the law.

Which raises the question of what is “high value”? Many companies have set a policy on a dollar figure, and it is not my place to question those figures. Where no such policy exists, you need to make a decision that reflects your values and the law.

Some people see no problem with accepting a gift from a vendor that will be bought anyway, but in my view this is AT LEAST as unethical. You are paid to make business decisions based upon the best interests of your client. We don’t live in, nor should we encourage a “soft economy.” And the cost of that gift is ultimately “baked in” to the buy, so your acceptance of it is ultimately theft from your client.

Further, acceptance of such gifts sullies your reputation – something that no amount of good manners can resurrect.

Manners govern how you turn down such a gift. Do so politely, but ensure you make clear your reason for doing so.

Got a question for Mr. Manners? Post it in the comments area, and he will respond.

11 Digital Ideas From 2011 Worth a 2nd Look

There aren’t enough good digitally centered ideas. Here’s a little collection of the best ideas we saw in 2011 – ideas that demonstrate how great thinking and ideas come alive when married to the power of digital.

1.      JCPenney makes something the same…different.

When you sell many of the same goods available in other stores, it can be hard to differentiate your offerings. Add to that the danger of people comparison shopping with their cell phones, and you have a major need in search of a solution. Here’s their great idea:

2.      L’Oreal demonstrates dramatic proof that their makeup is a great cover up

Anybody can show a pretty model with flawless skin. But what does that really prove? Here’s the way you proof makeup efficacy.

3.      Olla gives young men a good reason to wear ‘em

We all know, intellectually, what are the paternity consequences of not using a condom. Here’s a way to bring that to life for young men who sometimes don’t think with their heads.

4.      Macy’s screams Black Friday

It’s not easy to stand out amid the din of Black Friday ads. While at its core a TV ad, this hilarious message featuring the Bieb got millions of views online – and impact that far exceeded the size of the buy.

5.      T-Mobile stands out…in Christmas red!

The flash mobs that TMobile periodically uses to touch the hearts of millions continued in 2011 with this Christmas message – this time from a mall in Chicagoland. I want the soloist’s albums, dammit. Who is she?

6.      Nokia’s reconnects with advanced technology

Nokia’s hit some hard times in Mobile, especially in smart phones. This amazing sound and light show, literally ON the London skyline, helped the brand stand out and show off. And in the process, reach millions via online video.

7.      Coke makes happiness strike in the Philippines

Watch, cry, and see why Coke’s the world’s brand.

8.      And delivers happiness to Brazil!

Can you imagine actually being there?

9.      Nike gets past the lockout

What a brilliant way to connect with fans even when your endorsers are sidelined. What a great way to demonstrate your connection and heart for a sport!

Hotlinks for 12/20/2011

Apple wins suit against HTC

ATT withdraws T-Mobile acquisition plan

Novartis chooses Starcom for their media business

Kindle Fire becoming important ad vehicle

droga5 spoofs McGarry Bowen - funny

Appsavvy raises $7.1MM

Spending on branded content to rise

Hotlinks for 12/16/2011

Mercedes CMO becomes CEO

TV Dollars pouring into digital video

WPP creates boutique agency for Lincoln brand

Zynga IPO 100MM @$10 per

Rumor: Smaller iPad coming in 2012

Greater scrutiny of photoshopping in ads

Harsh analysis of RIM's future plans

10 tech startups that wowed us

The market is stuffed with fascinating digital marketing startups doing everything you can think of, and a bunch of things you couldn't even think of. In this midst are a collection of outfits focused on solving your digital marketing problems. Find your problem below and check out the company focused on solving it.


How can I do more mobile advertising without all the creative hassle? With Celtra you can build amazing mobile rich media units lickety-split. Celtra's platform enables creative teams to make ads that do exactly what you want them to, but without the cost and complexity of finding mobile dev experts or versioning for all the various platforms. The platform easily integrates video and other rich formats with the stuff that makes mobile so effective -- location, time of day, multiple types of interactivity, and long-term engagement. Ads can run in-app and on the mobile web across top ad networks, premium publishers, and DSPs. A built-in analytics package gives you a broad range of stats across your entire campaign to prove performance and drive more effective optimization.

How can I get my marketing material translated quickly and efficiently? Cloudwords offers a first-of-its-kind technology platform and community of carefully vetted translators to get you up and in market quickly and efficiently. Brands post a project and receive proposals from translators in the community. You can check out their work, read and post ratings, and choose a vendor that fits the bill for you. Built-in project management capabilities make it easy to collaborate, track, and warehouse the localized content. Vetted translators, competitive bidding, and no more files with names like WebsiteCopy-German-Version27-FinalFinalFinal.doc.

How do I become part of passionate consumer conversations online? Amplify Social combines social, mobile, and online display in order to create high reach, high engagement brand interactions. Its core offering thus far is the Virtual Fan Network, which places brand messages within the context of sports discussions wherever they occur in digital media. Sports are unique in both the reach and depth of consumer interest that they inspire. The network offers its sports team and player clients a platform through which they can connect with their fans across digital media. Product marketing messages are integrated into and carried along with these highly portable discussions, providing the scale as well as the association benefits of working with sports brands.

How can I encourage more positive social recommendations for my brand? Zuberance offers a  platform that empowers brand fans to more easily rate, comment, and distribute their praise across the web. Zuberance starts with your CRM or other database, and then asks your passionate enthusiasts to tell their stories, make comments, or provide service ratings. From there, Zuberance gives the brand fans the opportunity to place their comments in one or more high-traffic review environments. Zuberance doesn't pay people for positive comments, so they preserve brand credibility as they help your fans spread the word and be an organic part of your brand marketing team.

How can I make my site direct buys more powerful and efficient? Legolas bills itself as the first audience futures marketplace, using a unique media sales platform to help brands and agencies buy audiences in advance from publishers they like and trust. Most brands buy some inventory site direct to capitalize on great audiences and custom solutions. But for pub direct, you generally had to choose ROS or context. Many brands want the premium association without the waste inherent in ROS or context. Use Legolas to set audience characteristics, frequency, budget, flighting, and a ceiling media price with platform guidance. Legolas estimates the available reach within the marketplace, and the buyer then pushes the specs to publishers. After publisher bidding, Legolas suggests the optimal plan that the buyer can adjust. Brands buy or manage through the platform without meetings, faxing, and unnecessary back and forth. Additionally, you can plan budgets, make adjustments, and review measurement.

How do I get more business from local search listings? Yext makes a local business's listings stand out by adding additional pieces of information so that consumers notice one listing over others and are more likely to convert. Using Yext, the business can manage multiple listing presences from a single venue, and even monitor online reputation across social media with email text alerts. With Yext, a business listing can be supplemented with a "verified" logo, offer promotions, an additional URL, photos, and business hours, and get tracking and reporting across social sites. Additionally, Yext optimizes listings for mobile search.

How do I drive better results from my e-commerce site? EyePredict is a company that uses predictive attention software based on neuroscience to dynamically arrange items on your pages for maximum results. Whole industries have been created to help physical stores plan layout and display assortment. In the digital front, great strides are being made. The EyePredict solution generates thousands of possible layouts and then selects the one that will maximize results. In contrast to eye tracking evaluations, which have limited scalability and require expert interpretation, EyePredict optimizes layouts automatically and delivers them seamlessly to the consumer while the page loads.

How can I get a great referral program for my brand up and running quickly and easily?
Everyone knows referral programs work, but most of us grimace at the amount of work they can take to implement and track. Extole promises to turn frowns upside-down. One service offering lets you custom brand your program and easily deliver rewards that encourage customers to tell your story to their friends. Extole delivers your message in Facebook, Twitter, email, and on blogs. It manages fulfillment by delivering the rewards of your choice -- custom gift cards, PayPal payments, or branded service credits. Extole also offers services to enable turnkey sweepstakes to grow your fanbase.

How do I get real experiential brand impact in social media? Social advertising not only needs to be compelling but it also needs to fit seamlessly into the flow of the game or any social activity. Why? Because you want your ad to be more than a speed bump on the way to "my farm." MediaBrix simplifies the creation, buying, measurement, and refinement of campaigns in social environments across a footprint of more than 500 million users globally -- almost 200 million in the U.S. Through the MediaBrix platform, marketers can target an audience, outsource creative development, book a campaign across multiple social venues, receive ongoing creative optimization, view consolidated reports, and gather actionable insights. The MediaBrix Social Flex solution is fully integrated into social experiences and offers compelling, sharable, high-impact experiences designed to create brand advocacy.

How can I simplify the process of planning, placing, and optimizing social network advertising? Adaptly offers an integrated platform for the purchase of social media advertising across communities like Facebook, Twitter, LinkedIn, and StumbleUpon. Instead of using multiple self-service platforms, you use the Adapt.ly offering to make all your purchases across the platforms and ad formats. What's more, reporting is in real time, and in an integrated interface. No more staring at incongruous graphs and charts wondering what they mean. Optional auto optimization helps improve the effectiveness of your campaigns and extend those learnings across multiple communities.