Social Media Gone Beserk

It is increasingly apparent to me that social media has exploded. The scariest thing (in both a frightening and amazing way) is that it's still growing. And fast.

While some people are quick to hail in a democratic revolution ("after all, everyone can now speak and be heard") and a revolutionized mediascape, there are some key things to keep in mind: 

Not everyone is speaking: the economically underprivileged (who may not be able to afford the Internet), technologically luddites and phobes, the vast majority of people who feel they have nothing worth saying, the shy and withdrawn

Not everyone is being heard: This is my 11th post on this blog. Arguably blogs provide a unique and economic outlet for me to express my views. However, if no one is listening, is there a point?? (which may also explain the 5 month gap in my postings). Information overload means not everyone gets heard. 

People still love their tv shows and mags. In hailing in the 'digital revolution', tv and mags have suddenly become 'traditional' and 'outdated'. This is bs. These are still highly effective media outlets - and although audiences are increasingly fragmented - fragmented audiences on the web presents a more difficult advertising challenge. However, through the use of special targeting methods and optimization effectiveness may be achieved.  

Phew! Quite the rant. Anyways, just a couple of points to remember. I envision agencies and clients investing great deal of time and effort to cater to the few people who voice their opinions on social media and ignoring all those who don't read it/ disagree yet don't care to respond (yet still possess valuable consumer dollars).

We may be heading towards the digital, but lets not idealize and over-glorify social media just yet....

Desperate Times call for Cheesy Ads

The corny infomercial is back - and bigger than ever. If the terms 'Sham Wow', 'Snuggie' and 'Mighty Mend It' mean anything to you - then you know what I'm talking about. These products have become household names thanks to the prize combination of a silly overly-exuberant host, a hard sell, and low-cost production values. 

The reason for the recent super-success of these corny sensations is likely connected to current economic times, as Jaime J. Weinman notes in MacLean's magazine. A downturn in the economy means that advertising time is cheaper than ever, which means the makers of these products can buy loads of time on cable networks. And c'mon, even in these tough times who can't spare $19.95 for a super absorbent washcloth that cleans the car, bathroom, even the kitchen!!!

The best thing about these ads for advertisers is that they actually do what ads were originally meant to do - SELL. Advertisers may have a brilliant idea with stunning execution - but if the target mark doesn't get it or remember the product..what's the good? Perhaps audiences are more simple minded than advertisers give them credit for..or maybe there's a certain genuine aspect to a commercial that doesn't need glitz and glam to sell.  

Either way I can't wait to see what the next cheesy wonder will be... I think shrinky dinks are due for a comback...

Ps. Props to the Snuggie visionary. Even I am considering buying one... only for market research purposes of course ;)

Touch Me Buy Me

Advertisers have not hesitated to capitalize on the 'touching is believing' trend. I'm pretty sure we  are far from seeing the peak of this trend in action.

Some implementations I found creative....

Nokia touch screens in London bus stops. Why didn't advertisers think about this sooner? Bored people in bus stops = easily entertained by mundane game. Brilliant. Check it out on my video bar.

Touch screen window displays at retail outlets. These babies let you browse catalogues from the comfort of the front store display window? I'm still indecisive about this medium's added benefit... but definitely an attention grabber. There's professional services dedicated entirely to this thing. Check out http://www.advertisingtouchscreens.co.nz/home.html for an example.

On a slight tangent... not quite touching but definitely interactive;

A couple years ago a big Canadian phone company promoted its new LED camera phone by setting up a camera in Dundas Square which took pictures of passerbys only to display them on huge billboards moments later. (In the "Picture Yourself Here" campaign). Personally, I'd probably freak if I saw my picture billboard high --- and I'm wondering... how did they get people's consent? Did they even bother.. I see lawsuit potential!

Touching is Believing

So while this is no longer a revolutionary new thing , I find the new 'touch' phenomena pretty damn cool, so im gonna talk about it. 

It seems that everywhere you look ( although to be honest I have yet to see this trend in full motion ) things are becoming touchably interactive.

No surprise that touching is big, considering the relatively recent release of the iPod Touch and all the commotion it caused. What is it about electronic devices detecting and reacting to human heat (technology that has been around for ages) that has suddenly got everyone jumping out of their shoes and dropping hundreds of bucks for the joy of fidgeting? 

Does this new wave of technological devices symbolize technology becoming an even further integrated extension of the human self  as McLuhan predicted? Will people drift away from human contact as technology provides increasingly enhanced touch-based responses? 

I would definitely consider some of my friend's relationships with their iPod Touch's to be very emotionally bound (to the point of being a little creepy/ annoying some might say...)

Wow, there's so much to be said on the topic I haven't even got to the whole advertising connection yet! Guess I'll save that for the next post...

Viral Media and The Talking Stain

Something that happened to me recently really hit home on how viral/ buzz/ word of mouth advertising really does WORK.

I was hanging out with a friend of mine who loves to U tube surf. He says , "Hey! There's this hilarious vid you gotta check out!". This vid turned out to be an ad for tide to go. Apparently some find it more funny than others (not really my thing), but undeniably clever.

But the real gem of the ad struck me the next day... as I sat in class. I don't remember how it came up, but I found myself talking to a friend in class who was raving about a hilarious ad he'd seen involving a talking stain.

You know you've hit home with an add when it extends beyond entertainment to become a subject of discussion! As it is my subject here. Oh the irony. lol. Was this a ploy envisioned by a genius media planner or simply the ad's natural course? Either way , its what I call priceless ad time.

Check out the infamous stain on my video bar....

The Roots of UGC

So just a little side note, the first people to capitalize on promising audiences some commercial fame is Doritos (or at least to the best of my recollection). 

They had a contest Dec. 08 challenging audiences to come up w they're very own Doritos ad. But you probably know this already considering the MASSIVE hype it generated. 1 mil buckaroos went to the creator if it was voted most popular superbowl ad of the year. Now thats what I call using your audience wisely.

Thinking of this made me want to look up the winning ad that was aired. Not too shabby. 

PS. My future profession is being outsourced to the average Joe! Should I be in panic mode?

PSS. For your viewing pleasure -->

Capitalizing on U.G.C (user generated content)

So, a couple of months ago (aka 1 month ago), a very sad thing happened to Canada and its cultural heritage. CBC lost the theme song of Hockey Night in Canada (which was then bought by CTV to use on TSN etc.). 

I must admit, even I, a far from avid hockey viewer was disturbed by the news. CBC's brainiacks luckily came up with as good as a solution as they could - capitalize on the User Generated Content trend. So came about the Hockey Night in Canada theme song competition. You can listen to the final tune "Canadian Gold" in my video bar. 

While it can never compare to the original (which is engrained in every Canadians head) it was a genius idea. Who can complain about song that came about from the unleashed creativity of y

our own Canadian neighbors (and that you voted on!). If the end result sucks we only have each other to blame. (Plus the 100 000 dollar prize awarded by CBC is nothing compared to the 2

.5 - 3mil being asked by the last song guy.)

Cheers to the

CBC growing some brains.