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Health Org’s Creative Social Experiment Proves Smoking Is Ugly

tinder_smoking_hot_600 Ah, Tinder. That Hot or Not-ish site on which those who care only about looks can seek intimacy with others who only care about looks. It's the way of things these days. After all, who really cares what a person is actually like when that gets in the way of the simplicity of a dating app like Tinder? But, perhaps proving that looks aren't entirely everything -- even on Tinder -- the Action on Smoking & Health organization is out with a campaign entitled Smoking Hot which aims to determine whether or not smokers are seen as less attractive than non-smokers. To prove the point, ASH [...]


Marketing Apps: Where Media, Messages & Mechanisms Converge

Media, Messages, and Mechanisms One of the overarching trends in our industry is that marketing is shifting from being in the business of delivering communications -- advertisements and content -- to being in the business of delivering customer experiences. It's not just what we say. It's what prospects and customers experience when they connect with us, in digital channels and in the physical world. This is one of the seven meta-trends that I covered recently in my book, A New Brand of Marketing. It's possibly the most transformative of all the changes that are rippling through our profession, because it fundamentally [...]


‘World’s Toughest Job’ Applicants Pranked With Heartfelt Reveal

worlds_toughest_job We've seen our fair share of job interview spoofs and we've seen our fair share of salutes of the moms of the world. And as Mother's Day approaches May 11, we can expect to see a lot more. But we don't recall ever seeing a mashup of the job interview spoof and pro-mom campaigns. Well, now we have. Mullen Boston crafted a campaign entitled World's Toughest Job for American Greetings' CardStore that launched with a fake job listing which included a list of stringent requirements: Constant exertion Continuous standing Work 135 hours per week No breaks No vacations Increas [...]


CMOs, Keep Your Company On Track And Avoid “Communication Debt”

Branding It happens. We get busy and all of a sudden we realize that the words we've been using to talk about our products or brand internally weren't quite right and somehow made it up on the website, into our marketing material and ultimately into the minds of our consumers. This is communication debt, and it's a scary thing. Most of the marketers (and definitely all of the startup lovers) reading this are familiar with the concept of "technical debt," which refers to "the eventual consequences of poor software architecture and software development within a codebase." It's particularly dange [...]


AMC’s Mad Men Gets Don-O-Mite Blaxploitation Treatment

Don-O-Mite If only to have a little bit of fun with this weekend's return of AMC's Mad Men, New York-based Leroy & Clarkson, an agency which touts itself as the "we are the whatever-you-need-to-do-with-your-brand-we-can-do-it agency," has given us Don-O-Mite. Don-O-Mite is a full-on blaxploitation take on the series which has captivated the ad community -- and the rest of the world -- for the past 6 years. In the video we meet a man who works for Jackson, Johnson, Washington and White, the worst agency on Madison Avenue which our man has promised to save...in exchange for getting out of pri [...]


Fashion Brand Leverages MySpace Angle Selfie To Sell Cosmetics

avene_selfie Did you know the word "selfie" has been added to the Oxford Dictionary? And not because Ellen Degeneres took that selfie at the Oscars or because President Obama took one or even because the Pope did. Nope. It's in there because billions of people all over the world have been doing so since the advent of the camera phone and even before. Leveraging that phenomenon, French cosmetic brand Avene launched its Avene Selfie campaign in China, the brand's biggest overseas market. It chose China because on an insight they discovered: Chinese women pose the exact same way every time they take a [...]


Anti-Bullying Video Gets Shorter With Each Share

share_it_to_end_it To call attention to bullying, the Singapore Coalition Against Bullying for Children and Youth has released a video that gets shorter each time you view it. The black and white animated video, hosted on a site called Share It To The End, depicts a boy getting bullied at school and telling us he always feels alone and doesn't feel safe anywhere. On the site which hosts the video (it's not on YouTube and can't be embedded), viewers are encouraged to share the video on Facebook. Each time the video is shared, it gets a bit shorter. The original video is just under two minutes long an [...]


Thai Life Insurance Ad Celebrates Beauty of Life

thai_life_insirance It doesn't happen very often but sometimes -- every once in a while -- advertising is awesome. Awesome in ways that make you jump for joy. Awesome in ways that make you angry. Awesome in ways that make you cry. But most of all, awesome in ways that give you hope there is, well, hope for the human race. About a year ago, Ogilvy & Mather Bangkok created a three minute video for Thai Life Insurance. The video told the story of a girl and her deaf mute father. It's hard enough for a teenager to get along with a parent even when they are "normal" but add in any notion of "different" and [...]


Annotated Movie-Trailer Videos Connect With First-Time Homebuyers

PR_Romcom_1_cropped Buying a home. It can be romantic. It can be dramatic. And it can be scary. To capture each of these three emotions for Canada's RBC Royal Bank, Entrinsic developed a first-time homebuyer campaign which consists of three movie trailer-like videos, each of which center on one of the three emotions experienced when buying a home. The videos -- directed by now-we-know-where-he-is filmmaker Jeremiah Chechik, the man behind National Lampoon's Christmas Vacation and Benny and Joon -- promote three fictional movies that follow a couple going through the ups and downs of buying their first home a [...]


Heineken Travels To Outer Space & The Ocean’s Depths In Support Of Reporters Without Borders

heineken_legendary_posters Wieden + Kennedy Amsterdam is out with a new campaign for Heineken which focuses on 40 legendary individuals from the worlds of sports, entertainment, science, art and other areas. Entitled "The Legendary Posters," the campaign features these 40 people doing interesting and amazing things in support of the global non-profit Reporters Without Borders. The posters were created by unique interaction with each of the 40 individuals. There's the poster that played fireball tennis with Jimmy Connors. There's the one that went into a live volcano with an Icelandic farmer. There's the one that [...]


Taco Bell’s Breakfast Of Champions: 5 Questions With The Brand’s Director Of Digital Marketing

taco-bell-breakfast-600 Taco Bell's recent breakfast menu campaign caught our attention last week when the brand's "Ronald McDonald" television ads prompted a Tweet from its biggest competitor. Not only did Taco Bell's TV spots make waves, but a Reddit AMA hosted by Taco Bell president Brian Niccol announcing the new breakfast menu generated over 8,000 comments in less than 24 hours. The driving force behind Taco Bell's digital marketing success is Tressie Lieberman, the brand's director of digital marketing and platforms. "With Breakfast, we wanted to create a campaign that turns heads and takes people off [...]


Weight Watchers & Getty Images Help You Celebrate Your Incredibleness

weight_watchers_incredible_you Most of us wish we could lose a little weight from time to time. Sometimes we put our mind to it and succeed. Other times, life gets in the way and that spare tire or muffin top begins to rear its ugly head. That's when Weight Watchers wants our attention. To garner that attention and refresh interest in Weight Watchers in Australia, digital agency Reactive launched a multi-faceted campaign called Awaken Your Incredible. As part of the campaign, Reactive developed Incredible You, a partnership with Getty images that allows people to create short slide shows which highlight their "inc [...]


Bolthouse Farms’ Food Porn Index Aims To Refocus People’s Obsessions

bolthouse_farms_food_porn Well, here's a fun one. Check out this bit of genius from Bolthouse Farms, which aims to right the imbalance of food porn that has swept the internet since the advent of social media and, more recently, Instagram. Entitled Food Porn Index, the project, created by ad agency Tiny Rebellion, analyzes the hashtags associated with food-related posts across social media channels and aims to become the first head-to-head tracker of society's real-time food porn sharing habits. When you first visit the site, you are presented with the fact that about 70% of food porn pictures are of the unh [...]


You Will Want To Move To The Wilderness Of Sweden After Viewing This Amazing Video

poetic_summerhouse Marketing campaigns from realtors trying to sell houses are at the bottom of the barrel when it comes to creativity. After all, it's akin to a car dealer moving metal. They don't care about the actual car. All they care about is moving the thing off the lot (or, in the case of a house, assigning the lot to another person). Marketing campaigns from individuals trying to sell, well, anything, are usually akin to late night infomercials shot by a five year old who just downed a pot of coffee. So we were filled with trepidation when we received this video entitled Poetic Summerhouse; an eff [...]


Introducing “Creative Of The Day,” Marketing Land’s Daily Look At Great Digital Advertising Creative

Like many online publishers, we do our fair share of calling out companies when they make mistakes with their online marketing, because there's value in learning from the mistakes of others. But we also know there's great value in covering the flip side of that coin. That's why we're launching Creative Of The Day -- a new feature launching tomorrow right here on Marketing Land. With Creative Of The Day, we'll be offering a daily dose of inspiration to digital marketers by sharing some type of online marketing that we found to be especially unique, noteworthy and/or effective. And our [...]


In Interactive Marketing, The Goalposts Always Move — And That’s Good

marketing strategy You may have heard murmurs about the newly released IBM study, “Stepping up to the challenge: How CMOs can start to close the aspirational gap,” that came out last week. It was conducted by IBM’s Institute for Business Value and was based on in-person interviews with 500+ CMOs worldwide, delving -- as studies of this nature and in this day and age often do --  into their takes on the changing digital economy. Among other findings or validations of our current industry state, the study indicates that 94% of CMOs feel advanced data analytics will play a significant role in hel [...]


10 Ways To Squeeze More From Your Interactive Marketing Budget

money-budget-squeeze-600 As marketers, we're always striving to get the most from our budget without compromising the brand or the customer's experience -- not an easy feat. It benefits us to remember how much money can be saved by making subtle changes to marketing strategy and program execution. Here are ten ideas across all segments of your marketing budget that will help you do just that. 1. Enter New Markets Through The Affiliate Channel Instead of incurring the overhead costs of opening new offices and hiring additional staff, look to the affiliate channel to help you enter new markets. Along with provid [...]


Study: Only 20% Of CMOs Use Social Media For Customer Engagement

social-media-conversation-featured In its series of reports surveying C-level executives, IBM's latest study revealed only 20 percent of the chief marketing officers polled leveraged social networks to engage with customers as part of their digital marketing efforts, and a growing number feel overwhelmed with the amount of available data. Interviewing 524 CMOs from around the world and in various industries, IBM's study found the number of CMOs who feel ill-equipped to interpret available data has grown in the last three years: In 2011, 71 percent of the CMOs we interviewed told us they felt under-prepared to deal with data [...]


The Key To Growth Hacking: Never Stop Testing

never stop trying I'm often asked by business owners about online marketing best practices. They want to know what will help them gain an advantage over their competition or simply drive more leads and more sales. They often want to look better than their competitors, rank higher in search engines and pay less for advertising. The answer I give them isn't necessarily what they want to hear, but it is fundamental to their success. Don't Stop Growing, Don't Stop Experimenting The key to digital success and growth hacking is to never give up. That seems like a simple tip -- but more often than not, compa [...]


In Lead Gen, Sometimes Broader is Better

lead generation Today's marketers are laser-focused on targeting. It makes sense -- the idea of picking out who is most likely to buy your product is the ideal situation. In the all-you-can-eat data buffet, reaching our audience and only our audience is relatively easy, and it has become the definition of efficiency. Unfortunately, in lead generation, targeting that narrowly isn't always the best solution. Let's say, for example, that your target (like everyone else's) is the CMO. You set up filters to ensure you're reaching that most senior marketing executive and no one else. Decision makers only. Bud [...]


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