"I'm Lovin' " this new McDonald's outdoor ad (sorry, I couldn't resist)

I have an IHF for McDonald's for this great interactive advertisement. And not interactive as in online (though there's potential for online photos and YouTube views), but INTERACTIVE as in on the streets interaction from people of all kinds. The advertisement utilizes what "Best Week Ever" described as the "holding up the Leaning Tower of Piza viewpoint," for tourists or just regular citizens and their cameras.



The advertisement is in London's Piccadilly Circus area, a large tourist traffic area.

Huh??

I was flipping through the April Cosmopolitan magazine (yes, I'm that far behind in life..) and I ran across this ad from Oscar Mayer about their Deli Creations Flatbread Sandwiches:

Now, I'm not saying this is a BAD advertisement, it's not groundbreaking but it did make me a little hungry for that delicious-looking sandwich so it did it's job in that sense. But "Blogworthy" ?? I'm just not getting the reason for the whole thing. The copy below explains that it's under 350 calories and that it's "worth writing about."

Is this a PR tactic? Pitching to women bloggers via ads instead of on phones and in emails? Or is it just trying to be relevant by bringing Internet terms into the ad? I'm confused... thoughts anyone?

Social Media is Not an Awareness Driver

(9:03:11 AM) Libby Issendorf: DID YOU KNOW THAT SOCIAL MEDIA IS NOT AN AWARENESS DRIVER?

(9:03:19 AM) Erin Lamberty: LIBBY, I DID KNOW.

Daily Biz couldn't have said it much better, we're so glad to have him back!

"In fact, it [the brand] isn’t really all that well known yet. Which, to my mind, means that we need to get the word out…even if that means using Pleistocene-era tactics like broadcast television and other broad-reach media. Because we need people to know about the brand. And to like it. Because unless they already know about and like the brand, why would they want to be its Facebook friend? "

Social media is about connecting and building relationships with your existing fans, potential fans and those that may have started to root for another team because you lost one too many games in their eyes.

Social media becomes an awareness driver when that core target is already engaged and starts sharing, either intentionally with a forward or passively in their news feed. But all on its own, social media is not an awareness driver.

I want a VO, gasp!

I never thought I'd say this about any commercial ever, but it's happening. I want this spot to have a voice over. Why would I want to read your commercial? Tell me a story!

The Biggest Cookie in Iowa

(For the recent grads)

Jennifer Johnson and I were once talking about small towns and resumes and how to get a job in advertising, and she told me that what makes you different is sometimes more important than internships and grades.  "What if you baked the biggest cookie in Iowa?  You should put that on your resume.  People are like, wow, the biggest cookie in Iowa?  How did you do that?  You'd have to find a recipe, and find an oven big enough, and a way to maneuver the dough... I'm always going to want to talk to the kid who baked the biggest cookie in Iowa over the kid with the 4.0 GPA."

LOL Circles

Hi Yaybialand!

I figured I'd share a little post that I wrote for an internship application.  I like to share. (KEEP SHARING!)  So, here it is:

Every social circle is different. Some are big, some are small, but one thing holds true: shared interests and/or values hold social circles together.

Some circles are inclusive.  They invite the possibility of new members and welcome them warmly into the group.

Other circles are exclusive.  They thrive on tradition and secrecy and are leery about sharing information with anyone outside of their circle.

You cannot fool social circles into acceptance.  If you try, you will most likely end up sticking out like a sore thumb.  The inner circle can detect frauds.

There are unspoken rules in every circle.  To fit in, you must know -- and adhere to -- these rules.  Breaking these rules shows lack of respect for the group’s values and will likely result in ostracism.

For an outsider to gain acceptance into the group, they must provide utility to the circle.  Groups generally do not let just anyone into their group, so newcomers need to prove their worth. 

Communication in social circles guides decision-making.  In some circles, it can even have the power to change a country.

In order for brands to market themselves effectively, they must either join their target’s social circle, or create one with them.  This opens up communication between brands and consumers and makes the consumers feel desired.

Now excuse me while I try to enter my favorite social circle.

Yaybia Weekly Link Love: May 11-15

YAYBIA LINK LOVE: BACK WITH A VENGEANCE!

ON THE WEBS

• We learned three strengths of Twitter this week: it enables fandom, it breaks news, and it effects conversations. "Oprah mentions Twitter and registrations surge. That’s not the power of Twitter, that’s the power of Oprah’s fan community." (I'm looking at you, KFC.)
  
  
• Attention agencies: You won't know social media until you do it. And when you do, here's what you should be listening for.
  
  
• National brands take a step into "locally grown" with Lays chip tracker, which shows you which farmer grew yer taters.
  
  
• Moms love blogs. Will they love The Juice, Tropicana's branded section of BlogHer?
  
  
• Thanks to Miracle Whip, now there's an app to help me visualize all the snarky comments I make in my head. ZING!
  
  
• VitaminWater uses clever copy on the labels to partner with an online social network. LOVE.

ON YAYBIA

• Sometimes it's okay for brands to be my friend.

LOVERS & FRIENDS

• CATFOA wrapped up with Michael Lebowitz of Big Spaceship. I think we've decided that the future of advertising is better with cupcakes. 
  
  
• Have you seen Mullet Like Me yet? We're lucky enough to have seen it in person.
  
  
• Stuff About Minneapolis has been posting some exceptionally awesome pictures this week.

LAWL

• PRESIDENTIAL HEADPATS!!! Our greatest fantasy realized. 
  
  
• This is pretty much how I see the world anyway...I imagine it's similar to wearing Kanye shutter shades, only I just see Excel rows and columns.
  
  
• SOMEBODY ADOPT THIS PUPPY RIGHT NOW AND LET ME COME PLAY WITH IT

I Want Your Brand To Be My Friend

Last week Alan Wolk was kind enough to tip us off to some updates he made to his Your Brand is Not My Friend presentation after we offered up a few suggestions.  He has a few new examples of his theory related to Facebook's Fan updates, definitely worth the read. Anyways, it got me thinking about times when I might actually want your brand to be my friend.  

I just finished college. My fellow grads and I have been thrown into a huge transition, whether we want to accept it or not.  This is a time where we are seeking advice, information and guidance on how to make decisions regarding finances, insurance and all those fun adult purchases.  While we may be broke now and for the next few years, soon we'll be making significant purchases (cars, homes, kick-ass TVs) that I doubt brands would want to miss out on. I want your brand to be my friend. 

Who's missing out?

Apple and the PCs -- These companies welcomed us with open arms as freshman offering student discounts and handing out free iPods (and Zunes?). We got frequent deals throughout college because we were poor students.  But now what?  Acknowledging the next transition might be the simplest way of saying let's be friends for life.  It could be as simple as suggesting podcasts that give career tips or as extensive as email blasts about the benefits of Apple for small businesses.

TCF Bank (or other campus bank)  --  U of M students are pretty much forced into getting a TCF Bank account during freshman orientation.  They should be doing everything they can to keep grads as customers as they start to want and need more banking services. 

Amazon -- I would be surprised if their sophisticated user data didn't know that I had purchased textbooks at least once per year for the past four years.  While it might not be totally accurate for everyone, serving up recommendations for books that help me handle life after college (new job, home decor on a budget, M-word books) are likely to be well received. 

Car insurance brands -- I've received the good student discount for the past eight semesters and now I'm kicked off because I'm graduating.  But why aren't they scooping me up as an individual account? I have no idea what insurance to buy but if they presented me with a recent grad package I'd sign immediately.

And someone who's doing it right:

Mint.com -- The Financial Fitness 'game' helps users learn about their accounts and explore the options of savings and investment. It's perfectly targeted to help grads get their student loans and budget in check. 

Any other brands that you'd want to be friends with upon graduation?

Next on MTV: The 'SAC

Rumors are swirling this morning about AAF president James Edmund Datri's remarks to turn NSAC into a reality TV show.  Its impact on perceptions of the ad industry is debatable, but there are only two ways it could affect NSAC students:

SUPER AWESOME

• Potential employers would see the blood, sweat, and tears students pour into the campaign and would take NSAC seriously when considering job applicants.
  
  
• Speaking of taking NSAC seriously--the case for AIM referred to NSAC as an "exercise," and sometimes I feel like the AAF wants NSAC to exist in its own make-believe world as something "those kids" are working on.  I know NSAC is different from real industry work, but I hope the AAF would realize that NSAC participants view their campaigns in the context of real-world advertising, not just a paper assignment.
  

TOTAL DESTRUCTION

• I don't know about other schools, but the University of Minnesota's NSAC team has seen its fair share of drama that I wouldn't enjoy being broadcast.
  
  
• Teams once comprised of geeky ad kids could morph into attention-seeking actors.  Nothing could be worse for the perception of the ad industry.
  

Of course, selling an NSAC sponsorship as a reality TV tie-in will also attract certain sponsors and deter others.  Any brand to sign on will be bold and unafraid to try new things, which would be fun for students to work on, but not representative of real-world advertising.  Also, the past three campaigns have been targeted to Gen Y consumers, and I don't see this trend shifting if a TV element is added.

I sure wouldn't have minded having my ideas showcased on national TV for agencies around the country to see, though...

The Internet High Five

Your wait is over little kitteh! The Internet High Five is here.

RT gives cred, but often lacks personal touch.
HT just reminds me of old men.
IHF, now we're talking. High Fives have more enthusiasm. They imply friendship. They are playful and exciting. They are awesome.

I don't think it's just giving link credit. It's a thank you, a 'nice find' or a simple congrats. What else could it be?