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Tag: Campaign

  • Miranda Cosgrove Stars In NFL Women’s Apparel Line

    Nickelodeon star Miranda Cosgrove and former American Idol Jordin Sparks have signed on and joined forces for a new marketing campaign for the NFL Women’s Apparel Line.

    Football season is just around the corner, and the NFL has already started shooting the ads to promote their new items, and show what the girls will be wearing this year in the stands while they are cheering on their favorite teams.

    Sparks can be seen sporting an Arizona Cardinals jersey, a controversial choice for the daughter of former N.Y. Giant Phillippi Sparks.

    “I was born and raised in Arizona. Although I have an allegiance to the Giants because of my daddy, I bleed Cardinal Red,” Sparks told PEOPLE. “I’ve always loved the underdog!”

    Sparks has always had a love for football, and she credits her father for instilling that passion. “One of my earliest and favorite [football] memories is when my dad took my brother and me to the training facility and locker room to play instead of school. Sorry, Mom!” Sparks said.

    Jordin took to her personal Twitter account to reveal that she had joined the campaign saying, “You all know I love me some @nfl football! It’s an honor to wear the gear & rep @AZCardinals!! Check it out!”

    Miranda and Jordin are being joined in the campaign by Gossip Girl star Vanessa Szohr, Disney Channel’s China Anne McClain and Victoria Secret model Erin Heatherton.

    Image via Wikimedia Commons

  • Alison Lundergan Grimes Releases Her First General Election TV Ad

    Allison Lundergan Grimes locked-in the Democratic nomination for Kentucky’s senate seat on Tuesday. Now the candidate is starting her media blitz in earnest.

    Grimes’ campaign this week released the candidate’s first general election TV ad. Titled “A Moment” the ad does not feature the hand-shaking and flag-waving that characterizes many early campaign commercials. Instead, Grimes directly addresses voters, distancing herself from President Obama and pledging bipartisanship.

    “And no matter who the president is, I won’t answer to them, I’ll only answer to you,” said Grimes.

    Grimes will have a hard fight ahead of her against Senate Minority Leader Mitch McConnell, a Republican senator well-known for his fundraising and campaigning abilities. Grimes’ website announcement of the new ad shows that her campaign is taking McConnell seriously, with a Grimes spokesperson calling out McConnell directly as having “no intention of offering a plan for Kentucky’s future.”

    Voters in Kentucky are in for many (many) more ads throughout the summer and fall, as both Grimes and McConnell are amassing large campaign funds. With Grimes polling competitively with McConnell, the Democratic Party and its donors are smelling blood. Grimes is receiving massive support for her campaign in the hopes that she can topple one of the most well-placed and well-funded senators in office today.

    McConnell this week also won his primary race to become the Republican nominee for Kentucky’s senate seat. McConnell notched a solid win over his Tea Party-backed opponent, Matt Bevin, though the senator’s campaign did not take the challenger lightly.

    With the nomination safely in-hand, McConnell’s seasoned campaign staff can now focus on Grimes and the general election. McConnell’s campaign also released a new TV ad this week, one that is altogether more bombastic than Grimes’.

    Though the ad was directed toward primary voters, the ad does feature a pointed attack against Grimes. Around halfway through the ad a t-shirt depicting Grimes with President Obama and Senate Majority Leader Harry Reid (and slyly associating her with the Reid quote “Coal makes us sick”) is shown. This demonstrates how McConnel’s campaign intends to portray Grimes to Kentuckians and is an early shot in a campaign war that is bound to get dirtier as election day approaches.

    Image via Youtube

  • Sea Shepherd’s Return From 10th Anti-Whaling Campaign

    Established in 1977, Sea Shepherd Conservation Society (SSCS) is an international non-profit, marine wildlife conservation organization.

    From SSCS website: “Our mission is to end the destruction of habitat and slaughter of wildlife in the world’s oceans in order to conserve and protect ecosystems and species.”

    Sea Shepherd protects more than whales, their campaigns include saving dolphins, bluefin tuna, sharks, seals, sea lions and reefs in their efforts to prevent extinction and inhumane treatment to those life forms that exist in our world’s oceans.

    Their latest campaign, known as “Operation Relentless,” was one of their most successful to date in their efforts to save the minke whales that migrate to the southern ocean near Antarctica.

    “Sea Shepherd is proud to announce that the Japanese whaling fleet has left the waters of the Antarctic Treaty Zone (ATZ), ending whale poaching in the Southern Ocean Whale Sanctuary for this year,” boast the Sea Shepherds.

    The SSCS’s ships, the Bob Barker and Steve Erwin, docked in Wellington and Hobart Saturday after 94 days at sea, ending the group’s 10th annual intimidation and harassment campaign of the Japanese harpoon fleet.

    Sea Shepherd said this year’s campaign, which began on January 5, had been it’s longest ever in the Southern Ocean.

    This is their tenth year in the southern oceans protecting whales, and in that time, their activism has saved approximately 4,500 minke whales. The whales are supposed to be protected from harm in the sanctuary in this part of the world. However, Japanese whalers have ‘broken the rules’ by insisting they are killing whales for research purposes. In reality they are poaching illegally and if not for Sea Shepherd, the numbers of whales killed would have been much higher.

    This operation alone was said to have saved over 750 whales, which although sounds like a successful number, the Japanese still managed to kill over 200 whales. And although that seems like a lot, their goal of over 1,000 minke whales was not reached.

    The fleet has grown since the first years of anti-whaling campaigns, and now includes the Steve Erwin, the Bob Barker (named after the game show host who financed the ship) and the San Simon. Each ship has a captain and crew that spend months out at sea in extremely severe weather and freezing temps. They fight insurmountable odds with the much better equipped Japanese whaling fleet, and risk their lives every day to save the beloved whales.

    Captain Peter Hammarstedt of The Bob Barker said, “The late departure of the whaling fleet is a testament to the fact that they have been delivered a disastrous season by the hand of Sea Shepherd, willing to push into the second week of March despite deteriorating weather conditions rather than face our fleet. Before we started this campaign, we made a promise to our clients, the whales, and to all of our supporters around the world to drive these poachers out of the whales’ waters. We have kept that promise. We are relentless.”

    Captain of The Steve Irwin, Siddharth Chakravarty, said, “Using their aggression the poachers ran, but they could not hide from us. This is the longest that the Sea Shepherd Fleet has ever remained in the Southern Ocean, as the whalers desperately tried to make up for profits lost due to Sea Shepherd’s direct intervention. After 94 days at sea, I am honoured to return to port at the helm of The Steve Irwin and am deeply proud to be a part of this organisation, vigilant in our defense of life in our oceans, relentless in our pursuit of justice for the whales.”

    Image via YouTube

  • Chris Christie Heads Florida Fundraisers After Traffic Fiasco

    This weekend, Chris Christie heads south – and hopes that his political future doesn’t.

    As he travels to Florida, the New Jersey governor will be making be his first out of state trip following his lane closure scandal last year. During the event, also known as “Bridgegate”, a traffic holdup on the George Washington Bridge in Fort Lee resulted in closed lanes and gridlock. It was surmised that perhaps Christie’s aides may have been involved as a recently released email from former deputy chief of staff Bridget Anne Kelly said, “Time for some traffic problems in Fort Lee”. Subsequently, it was believed this move may have been at Christie’s direction – the motive conceivably having been to penalize the town’s mayor for not endorsing him.

    He has already taken measures by distancing himself from those involved and spending a January 9th news conference disputing any direct connection to the matter over the course of two hours. However, as 20 subpoena targets were announced this Friday, the pot is getting stirred anew.

    Thus, Christie will spend a good deal of his visit attempting to restore a sense of confidence in his Republican donors by assuring them that he is handling the allegations and that he is still a feasible presidential candidate for 2016. While there, he will attend several fundraisers to assist Republican Gov. Rick Scott and simultaneously seek to assuage any fears long-time and newcomer supporters alike might have about his negative media attention. His Saturday schedule will include helping to raise money for Scott at a luncheon in Orlando, a Palm Beach event with one of the nation’s largest sugar producers, and a Fort Lauderdale fundraiser at the residence of Bill Rubin (a lobbying firm president and friend of Scott). Sunday, Christie will appear at two more Palm Peach fundraisers in addition to a meeting organized by Home Depot co-founder, Ken Langone, and comprising major financial backers.

    When asked how supporters felt about Christie’s current controversy, Langone said potential donors have told him they were impressed by Christie’s decisiveness and candor at the Trenton news conference.

    Others, like Al Hoffman (Republican donor who co-chaired campaign of President George W. Bush), claimed Christie’s public image may have been marred in the eyes of some fundraisers, but that his continued openness and apologetic approach would help. He said, “He’s apologizing all over the place, which I think is good. It will help re-establish his credibility base, which is pretty high anyway. But more of it won’t hurt.”

    At the outset of February, Christie intends to travel to Dallas and Houston for RGA finance events before heading to Chicago for fundraisers as well.

    Image via Vine

  • Chiara de Blasio, Daughter of NY Mayor-elect, Admits to Drug Abuse

    The daughter of New York City Mayor-elect, Bill de Blasio, has recently revealed her substance abuse and clinical depression in a YouTube video confession posted on Christmas Eve.

    Chiara de Blasio, 19, admitted to suffering from both during her entire adolescence. In a well-crafted and professional video produced by her father’s staff, she explains how drinking and smoking marijuana carried on into college.

    During Mr. De Blasio’s campaign, there was speculation of his daughter’s history of drug and alcohol abuse, but the family made sure to shield all details during the candidacy.

    The video confession comes at a time where the meaning of family is even more important than any other time of the year. So, it may have been an ideal time to show others that even those related to politicians go through the same struggles as every day people.

    De Blasio mentions how she used substances as a way to connect with people around her that she wouldn’t have been able to otherwise.

    Her reason for speaking out about her struggle was to inform those who are suffering and dying from the disease every day that they are not alone.

    She doesn’t mention her parent’s identities directly, but still references how they have been committed in helping her recover.

    Now that she has received help, she wants to continue to help others as well.

    “It’s just important for people to realize, anybody who is watching this, that if you’re suffering and if you’re depressed, you’re dealing with mental illness, and you think that it might have something to do with your drug abuse or drinking, or if you’re just suffering from both of those at the same time and you think that they’re completely unrelated to one another, getting sober is always a positive thing,” she said in the video.

    Image via Youtube, Chiara de Blasio

  • Santorum Is Out

    Rick Santorum announced today that he is suspending his campaign for president. Mitt Romney has held a lead in the delegate count and, to many, has been the presumed delegate. The primary in Santorum’s home state of Pennsylvania is still two weeks away. Santorum lost his Senate seat there two years ago.

    Citing concerns for his ailing daughter, Santorum bowed out at a press conference in Gettysburg, Pa. Santorum apparently called Mitt Romney a day earlier to tell him of his decision to suspend his campaign.

    In the conference, Santorum sought to paint his campaign as a success.

    We were winning in a very different way. We were touching hearts and raising issues that others didn’t want raised.

    We can’t have a strong economy without having strong familes and a strong moral fiber.

    Amazing thing that sweater vest. The Twitterverse went wild… the sweater vest became the official wardrobe of the Santorum campaign. We sourced that in a company that was making them in Minnesota. We’re the best customer they’ve ever had in their entire history.

    It’s been a wonderful story after story. Even today, we have people working for us in Texas to make sure we have a winner-take-all primary. It turns out it wasn’t my voice, it was your voice.

    People say, “How does this happen?” How were we able to come from nowhere? Miracle after miracle, this race was as improbable as any race you are likely to ever see for President.

    Against all odds. we won 11 states. We won more counties than all the other people in this race combined.

    We made a decision to get into this race at our kitchen table. We made a decision that this race is over for me, we will be suspending the campaign effective today.

    We are going to continue to fight to defeat President Barack Obama. We are going to take back the House. We are going to take back America.

    He spoke of a “violent and radical Islam” his campaign opposed, the excitement of the Tea Party with his campaign. He quoted Abraham Lincoln’s Gettysburg address about all men being created equal.

    The conference room was full of press, but had been packed along the sides with Santorum staffers and supporters. They applauded loudly as he left the room. Santorum refused to take any questions, including one about whether he would now endorse Mitt Romney.

    As expected, the Twitter snark kicked in immediately…

    Santorum: “We are not done fighting,” adding “you know, except for me, who is quitting and stuff.”(image) 10 minutes ago via TweetDeck ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    “Hello, I’m from a show called Dancing with the Stars, may I please speak with Rick Santorum?”(image) 11 minutes ago via web ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    Santorum is living proof of the value in running for POTUS. Started w hardly nothing will leave w book deal, more speech $ & pundit gig(image) 11 minutes ago via Twitter for BlackBerry® ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    BREAKING: Rick Santorum drops out of presidential race; cites shortage of both funds and hillbillies.(image) 12 minutes ago via WitStream ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    Glad Santorum stepped aside so Newt can finally win this thing.(image) 13 minutes ago via web ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    In suspending his campaign, Rick Santorum ends not only his bid for the presidency, but any hopes of bringing back the Spanish Inquisition.(image) 13 minutes ago via web ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

  • Pepsi Gears Up Campaign For Pepsi NEXT

    Pepsi Gears Up Campaign For Pepsi NEXT

    Starting March 26th, Pepsi will be launching a new product called Pepsi Next, a soft drink that has “real cola taste with 60% less sugar than Pepsi Cola”. The campaign comes after research that the company says shows consumers’ resistance to either full-sugar or diet drinks.

    Pepsi Next

    The product launch will include:

    • A Walmart sampling program which will hit 800 Walmart Supercenter stores across the country, beginning March 26 through the end of April.
    • In-market sampling for consumers to try Pepsi NEXT for free across 40+ cities nationwide between the end of March and August 2012.
    • A TV ad spot, created by TBWA/Chiat/Day, featuring an excited young couple recording their first interaction with Pepsi NEXT, meanwhile missing the “unbelievable acts” of their baby in the background, from dancing to handstands. This 30-second spot will begin airing nationwide on March 26 on prime-time and cable networks, and will be complemented with online and radio advertising.
    • A digital application on facebook.com/pepsinext inviting users to “taste” Pepsi NEXT online.
    • Multi-city PR events in which a few famous faces will surprise lucky fans with their first sip of Pepsi NEXT.

    The product’s commercial is now available to view online:

    Pepsi’s biggest competitor, Coca-Cola, introduced a similar product called Coke Zero in 2007 which is low-calorie and low-sugar. The soft drink’s ad campaign was aimed at young males, who were found to be typically resistant to try a beverage labeled as “diet” in research studies.

  • Obama Approval Rating Drop Rallies the Right

    According to the latest opinion poll released by The Washington Post-ABC News, President Obama’s approval rating is sinking.

    “In the new poll, 46 per cent approve of the way Mr. Obama is handling his job, while 50 per cent disapprove. That’s a mirror image of his 50 to 46 positive split in early February.”

    Some are speculating that this is because of rising gas prices, which Newt Gingrich has pushed to tie to Obama. Others say it is because of the mandate to pay for birth control in insurance plans. They theorize that women are turning against Obama because of that.

    Whatever the cause, the numbers are in and some people are celebrating. A cursory perusal of Twitter reactions takes the temperature of the right.

    #Rush: “This new CBS/NYT poll is the LOWEST approval rating ever for Obama. They (MSM) fail to report that.”(image) 51 minutes ago via web ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    Good for the NYT for not offering simple explanations for Obama’s poll drop: http://t.co/Iif4dQk3 Any “definitive” answer = probably made-up(image) 2 hours ago via TweetDeck ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    Still unjustifiably high — Way too high. RT @AmericanThinker: Obama approval rating dives to 41% http://t.co/m8H9gOr3(image) 4 hours ago via TweetDeck ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    Beat’m: Every POTUS who won a 2nd term had avg approval rating > 50% by Feb bf election. Obama’s was 45% last Feb. http://t.co/WpiOg3QM(image) 5 days ago via HootSuite ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    President Obama’s approval rating is up in the Gallup tracking poll likely because it included the jobs numbers, but other new polls didn’t.(image) 15 minutes ago via Twitter for iPhone ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    Explaining the “dip” in Obama approval rating: They polled more Republicans! http://t.co/S9XVBrac(image) 20 minutes ago via web ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    Mr. Obama is clocking in today at a 41% approval Rating. People see that we are not in Economic Recovery. The truth is Being seen now.(image) 17 minutes ago via web ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    Well, well, well…Obama’s approval rating is only 41%. Keep pushing that liberal socialist agenda…it’s working! #tcot(image) 47 minutes ago via TweetDeck ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    I love how the left considers Limbaugh’s comments a gift to Obama. What’s that approval rating, again? D’oh!!!(image) 47 minutes ago via Twitter for iPhone ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    @GGordonLiddy: Obama’s approval rating is falling to the low 40s. What do you think Obama should do to boost his poll numbers?” RESIGN!(image) 51 minutes ago via Twitter for iPhone ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    Obama at 41% approval rating, lowest in his presidency. Given the liberal source of the poll, it’s probably far worse. Gas prices?(image) 45 minutes ago via Twitter for iPhone ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

    I don’t trust recent polls saying #Obama has reached ‘new lows’ in approval rating: It has been lower, MSM setting up. #GOP(image) 10 minutes ago via Tweety Manager ·  Reply ·  Retweet ·  Favorite · powered by @socialditto

  • Reverse Robocall Site Allows You To Get Revenge Against Politicians

    There’s really no time of the year quite like election season. It’s when we really get to see the best in everyone, specifically our politicians. We all know of the television commercials, where political opponents paint the other as someone who’s out to take your money and/or job. One strategy which is a staple of campaigning is the robocall.

    Robocalls are when a pre-recorded message is created and sent out to a large assortment of phones, using an autodialer. This tactic is generally associated with politicians who are looking to reach the greatest number of people. Because nothing sells your message like a robotic sounding telephone recording.

    If you’ve ever received one of these messages, you know it can be irritating. It’s hard to get revenge, like Seinfeld was able to pull off with an actual person trying to sell him something.

    However, there’s now a way to send your own robocall back to these politicians. It’s called the ‘Reverse Robocall‘. If you don’t mind spending a bit of money, and taking a few seconds to record a message then you can give them a taste of their own medicine.

    The premise is quite simple. When you visit the website you’re given a large assortment of politicians, each of which you can send your own pre-recorded message to. Want to give the candidates in the upcoming presidential election a piece of your mind, but don’t want to actually talk to them, you can easily do it. For more detailed instructions, here’s an official video from ReverseRobocall.com.

    The site was created by privacy activists Shaun Dakin and Aaron Titus. The idea came about due to Titus receiving a robocall at 4:30 am from his child’s school district. They’re also trying to build awareness for a piece of legislation titled ‘Mobile Informational Call Act of 2011 (HR 3035)‘, which will “amend the Communications Act of 1934 to permit informational calls to mobile telephone numbers, and for other purposes.“.

    Funny enough, you can send your own reverse robocall to everyone who is supporting the act.

  • Robin Williams, Legend of Zelda Ad Campaign Continues

    It always seems the truly genius ad campaigns are the simple, less-you-have-to-think-the-better ideas. Sony hit their advertising gold with the Kevin Butler PS3 ads, and Nintendo has Robin Williams.

    Since this is the 25th anniversary year of the Legend of Zelda, it’s no wonder why Nintendo has gone to such lengths to release so many games. What better spokespeople than Robin Williams, and the daughter he actually named Zelda? The duo conducted the original advertisement a few months ago for the release of Legend of Zelda: Ocarina of Time 3D (which looks amazing on the handheld).

    The lone commercial has now turned into a multiple ad campaign. With a commercial for the Legend of Zelda: Four Swords game which is a downloadable title for the 3DS.

    And the latest commercial, which is for Legend of Zelda: Skyward Sword. Releasing in November for the Nintendo Wii.

    As someone who’s been a Legend of Zelda fan since the original, I have fond memories of actually sitting down and playing it with my mom (she was the one who actually beat Ganon). Seeing these commercials brings all the great Legend of Zelda memories back again. Almost can’t wait for the next game release to see some more commercials. Genius.

  • Obama Joins Tumblr, Knows There Will Be Trolls

    President Barack Obama, or more accurately the campaign of President Barack Obama, has jumped into another form of social media by joining popular blogging platform Tumblr on Monday afternoon.

    In the first post, the Obama 2012 team explains that they want the Tumblr to become a collaborative effort, one where people from all over the country can submit their experiences working for the campaign or upload relevant photos like one they captured of someone wearing an Obama shirt.

    They also said that the Obama 2012 Tumblr would consider reblogging other Tumblr posts.

    The Obama campaign foresees some issues that could arise from their latest venture, but have addressed the “trolls” in this fashion:


    There will be trolls among you: this we know. We ask only that you remember that we’re people—fairly nice ones—and that your mother would want you to be polite.

    Thanks, Tumblr. We’re looking forward to getting to know you.

    Introducing #Obama2012‘s Tumblr: http://t.co/N6PpCak8(image) 17 hours ago via web · powered by @socialditto

    The importance of social media in the upcoming presidential campaign is not lost on Obama and his team, as they continue to work hard to keep Twitter and Facebook an integral part of communication with the internet community. With Tumblr, Obama looks to expand his social media presence into a space that is yet to be tapped by many others in the race.

    I’m sure that he’d like to see the kind of support on Tumblr that he has on other social sites – for instance his 10.7 million Twitter followers and 23.7 million Facebook supporters.

    Since creating the Tumblr blog, the Obama campaign has posted a photo of campaign staff packing up cellphones in Ohio and made a short post about the President’s jobs plan.

  • Old Spice Man Viral Marketing Campaign Impresses

    …Maybe you should watch it for yourself:

    And here’s the backstory:

    Fresh off his appearance during a tv spot during the Superbowl, former ASU 1996 Rose Bowl wide receiver Isaiah Mustafa, reprised his role as the manly Old Spice Man and has caused a coup in social media circles.

    In an industry that’s been increasingly filled with social media experts whose claimed to fame has been writing books about building a huge following on Facebook or Twitter, or building buzz, or sometimes seem like the Internet marketing equivalent of a Paris Hilton “I’m famous for being famous”, the Old Spice Man has brought a breath of fresh air to the social media scene.

    On Tuesday, he took questions from multiple social media channels – Twitter and Facebook – and a team compiled the questions and had numerous personalized responses posted on YouTube, which were then emailed, retweeted and circulated around the Internet.

    As of now, there are 205 videos posted on the YouTube channel with more content being progressively added.

    Before you jump in with a preliminary judgement that this is a case of new-fangled efficiency in aggregating multiple channels, take a moment to watch the finished product.

    The Old Spice Man comes across as:

    • Attractive to both genders – women want to be with him, men want to be like him.
    • Intelligent: He’s got the chops to reply with astute answers, compared to the incessant laughing and rambling common with some lifecasters.
    • Funny: He doesn’t take himself too seriously and his humor is infectious.

    Except for a few critics, he’s largely won over the bulk of his followers, including Digg founder Kevin Rose, actresses Alyssa Milano and Demi Moore. His biggest win could possibly be the 4chan community, a rabble-like elite community which has spawned memes like LOLCats and RickRolling.

    What helped make this a winning campaign. Some of the key details:

    • A successful marriage of social media practitioners and a tech team
    • Trust from Old Spice’s parent, Proctor and Gamble, for the ad agency to have a free hand in scripting and going live with responses to queries, without the typical multiple layers of management vetting and approval
    • Picking the right person to play the Old Spice Man and front the campaign.

    The missing ingredient in most social campaigns is an air of sincerity, playing it straight with the audience and an essential star quality and x-factor which all but a few lack.
    Isaiah Mustafa possesses all the following attributes in scads.

    Watch the videos and you might just get a taste of the future of social media.

    Old Spice Man replies to Digg’s Kevin Rose:


    Alyssa Milano tweets her delight.


    Old Spice Man replies to Demi Moore

    Comments

  • Verizon Diving Deeper Into Online Relationships With New Ad Campaign

      An often quoted stat about the new reality we lives in today points out that 20 years ago the average American had less than 25 friends. Today the average American has more than 200. Of course, we all realize on some level that this blossoming of friendship doesn’t equate to having 200 best friends. In fact, the ties we have to the outer fringes of our social network may be very thin indeed. That’s the subject that an interesting campaign launched by Verizon is trying to explore.

    Rather than trying to get you to "defriend" the people you don’t think you know, the campaign asks a much more interesting question. If you had the chance to meet your online friends in real life, would you learn they were really your friends, or little more than strangers? To find out, the company found a girl named Rosa and decided to send her on a journey across the US to connect with her online friends in real life. They armed her with a KIN, a new phone which seems to be either made by Verizon, Sharp or Windows (they don’t really say) and recorded video of her travels.

    It’s a marketing campaign that fits squarely in between the concept of a documentary and a social experiment, but it works because you want to know what Rosa will discover. Not only for her, but because it has some meaning for each of us who keep these virtual relationships and wonder what they really mean. It’s not that often that a marketing effort can turn the lens back onto a cultural phenomenon that we are all living through right now. This succeeds brilliantly at that and is worth watching.

    From a marketing point of view, however, the campaign equally brilliantly demonstrates how a lack of connection can make life confusing for a consumer. Details like the KIN Studio or the KIN Spot are features that sound important, but are shared on Facebook without any real explanation of what they are or why someone should care. Ultimately the Facebook page relies on product imagery and placement to make you aware of the product and make you want one.

    The connection to how the phone might actually help you better filter your network or find out who your real friends are (both things the campaign focuses on) are missing to connect the phone to the bigger message they are sharing.  What this leads to is that the campaign may stay in people’s mind for the questions it raised and the story it focused on telling, but the phone (and company behind it) will be easily forgotten – like a subtle product placement in a TV series that you might notice, but never really makes much of a difference.

    Comments