El Gaffney: A Plethora of Marketing Ideas

The Doctor Is In The Middle

2008-08-04T11:38:00.011-04:00

The original title was "Just What the Pretend Dr. Horrible Ordered. Pepper." Yes, it was even more obviously a way for me to connect three related pieces of content (four if you count the content link) and serve them to you with very little (read as: no) added value. Hopefully, one or two of you haven't seen one or two of these things and find them entertaining.

First, our Portland office created a new site for Old Spice Pro-Strength Antiperspirant. It allows you to get your TV Medical Doctor certification. Here's mine:

You may have seen the commercials which feature Neil Patrick Harris. They're pretty good too but couldn't hold the stethoscope of (NPH as) Dr. Horrible. Greg March put me onto it with these two posts. Give it a watch:

And finally, Leland recently posted an interview of Stephen Colbert with the guy who wrote OBD (Obsessive Branding Disorder)...brought to you by Dr. Pepper. Check it out:

ESPN Will Make My Penmanship Famous

2008-07-29T23:48:00.007-04:00

First, I'd like to thank all of my teachers from pre-school through fourth grade, my parents, G-d and the guy that made banana-grip for pencils and pens. While I'm at it I'd also like to thank the guy, who invented the piano key necktie. He didn't help me develop my handwriting per se, but he inspired a bit of this drive for perfection. And that perfectionism (word check? - yes, others have called it being anal), may have led to me needing an extra 30 minutes for all written homework and test including essays, it also led me here. To becoming the hand behind the man.

The man is Steve Braband. He is the face, body, voice, feet and everything else but the mind (not entirely at least) of our new campaign for ESPN's SportsCenter. A quick history: ESPN came to us wanting to know how to communicate the news that SportsCenter is going live from 9AM-3PM weekdays. We worked with them to create a brief and most importantly figure out the right personality, attitude and tone to bring to this simple message. Our creative team's idea wowed everyone. It was literally a personality...Steve.

They wanted to find and follow an ESPN employee just about 24/7 for two weeks leading up to SportsCenter going live and broadcast this employee live on ESPN during commercial breaks. It (IMHO) is less commercials or ads than it is content. This is quite possibly the work I'm most proud of being a part of (in crafting strategy more than copyhandwriting, believe it or not!) Here's one of my favorites so far from Day 2 of following Steve. Gotta love the running clock he has to keep with him at all times. Sports version of Flava Flav!

So where does my talent come in? Come on - don't tell me you missed it! Go back and peep that card at the end of the video. "More work for us. More better for you." Yeah, more work for me, writing that and everything on the site, Steveislive.com, (going live tomorrow - sneak peek for my readers) and banners driving to it. And that tagline, "Live" and "9AM-3PM" is shown at the close of each spot we do!

Oh yeah, that's what I'm talking about. I'm about to get a hyperbaric chamber to keep this hand in tact. Next up, making my sunglasses famous like the Aussie Spicoli's.

So What, Wieden+Kennedy New York?

2008-07-24T12:07:00.017-04:00

So what goes on at Wieden+Kennedy New York? I've heard this question numerous times since working here. In fact, one of my highly viewed posts is the one announcing my start. I know I asked Whudafxup with W+KNY way before I ever interviewed at this place. Sure, we get that one line in the AdAge Agency Report Card every year that reads something like "Lastly, the NY office continues to pump out entertaining work for ESPN." Which, of course, is better than nothing or hate-hate-hating. But when you've got your one other U.S. office, the global HQ in Portland, doing its thing for years and for clients like Nike, Coke, Old Spice, Heineken, Target, CareerBuilder, EA Sports, Starbucks and who knows what else; and you've got London winning Nokia, bringing it for Honda and killing it with their blog; and other global offices opening or coming strong, to put it simply: Pimpin' Ain't Easy.

So what did I do when I got here? Nothing at first, except absorb and understand the culture of this office. I identified a couple of opportunities to better our internal collaboration and our external brand. I set objectives, I drew on past experiences, and I started experimenting with solutions. Along the way, I certainly faced some challenges...and I know I'd be a fool to believe it's smooth sailing from here.

So what am I actually talking about? The creation of Wieden+Kennedy New York's blog.

I guess the idea was considered way back when I was a prospective employee, working out at Fallon Minneapolis and ready to move back to my home, NYC. The agencies on my radar were the ones people were talking about. They were the ones getting written up. They were part of the conversation, and thus, my consideration set. Wieden was always a favorite agency...too bad they were in Portland.

Yet it wasn't until shortly after I arrived that John Jay came through our office on his "we're AdWeek's Global Agency of the Year" tour that I totally believed in the importance of developing our office's unique culture and voice. The benefits that could be gained from sharing within our walls, across our network, within the industry and international creative community far outweighed the risks. I really believe this. And I have already seen how much more involved people become once someone takes the very little time to teach them (about the platform or a post).

So, I got people smarter than me to help create it. I enlisted people more interesting than me to populate it with content.

Now doesn't come the statement, "This is not an agency blog!" Of course, it is. Are we going to be different that some of the others? I sure hope so. And that's not a comment on agency blogs stinking - there are some fantastic ones that serve as inspiration to me at the very least. We obviously hope to be different because there's no need for the same content to be regurgitated.

On a related note, while it is an agency blog, it is not a planning blog. Nothing against them. I still read a bunch and enjoy each! But as of now, I'm the only person with that title with a login. We have a design, media director, copywriter, cultural curator (yes, sick title), search director and project manager all set up with logins (though not all have posted). And yes, past experience has shown the heavy lifting will likely be done by me and a couple of others.

So what do we hope to bring to the blogosphere? A window into the world of Wieden+Kennedy New York and New York culture through the lens of our people. So you won't get someone like me who's still listening to FutureSex/LoveSounds hollering about the underground music scene. You'll get a music-junkie. You won't have me and my Johnston & Murphy zip-up boots poppin' off about the latest kicks. You'll get a sneaker-head. And so on. Plus, you'll get way less alliteration and rhyming!)

This blog is supposed to interesting. It is supposed to be fun. It is only supposed to be self-serving in that we benefit the same way that any blogger does - from engaging in the conversation, learning by doing and learning from others. Hopefully you'll find it entertaining and every once in a while inspiring. As you'll see from the archives, we've been working on being interesting and honing our collective voice since February - and we're still a work in progress. (Yes, always in beta - but I'm sick of that phrase.)

So that's all for now. Come visit and say hi. But don't leave me...I couldn't bear it.

7 Weddings and A...

2008-07-22T10:54:00.005-04:00

There are a ton of ways I have considered finishing that phrase. Thankfully, "Funeral" is not one of them. But "Hangover," "lmost Broke," "nother 4-Day Work-Week," "Missed Holiday...Again" and "Ripped Pair of Tuxedo Pants" all would have been appropriate.

This is definitely not living up to the "Plethora of Marketing Ideas" blog subtitle...unless you see something I don't. But I know there's a new business idea in here somewhere. I've had tons since the first wedding-related event I attended this year—my buddies' joint bachelor party in Vail, CO in March. Unfortunately, I don't think there's a single one that would be profitable. (So Web 2.0 of me.) But I'll have time to keep thinking during my 5 more weddings (and countless surrounding events) this year.

So the two aforementioned guys with the co-bachelor party have gotten married. The weddings have been worth the cost (see above considered post title endings). I think you'll agree after seeing one quick video from each.

Kiran and Sheetal's Wedding in Mahwah, NJ:

Rubes and Dre's Wedding in Washington, DC:

If you couldn't tell, most of my friends love to dance. (And yes, there have been a few business ideas focusing (on) that passion alone.)

Training Starts Tuesday!

2008-07-15T10:59:00.011-04:00

If anyone read that in the Gap Girls "Diet starts Monday" voice, you need to email me immediately and be my new BFFALAW (Best Friend For At Least A Week)! If you have no idea what I'm talking about watch the famous SNL skit here. (Unfortunately it cuts off before Farley laughs and says the aforementioned "Diet starts Monday" line.)

Back to the point: Today, after work, I officially kick-off my training for the NYC Marathon with the NYC Chapter of MS. I decided to Run MS for a few reasons, which I will talk more about in future posts. The first of which is quite honestly that I wanted to run the marathon and thought running for a charity/cause would be a win-win. I would get guaranteed entrance (after being rejected a few years back) and the organization would get a dedicated champion of its cause. (Jen was also an inspiration for this.) When I got to Wieden, I saw that one of our pro bono accounts was the National Multiple Sclerosis Society. I was extremely interested in working on this account for two reasons. The first of which was to offset my not helping the world in advertising guilt. The second was a lot less selfish—my friend's mother has had the disease and in recent years had to fight harder against it. Therefore, I wanted to help by both learning and doing. And I'm proud to say that NMMS has recently become a client of mine.

Please check out My Personal Donation Page. As you can see, I have not started to raise money yet. (The 100 spot was what I dropped initially to get the spot in the race.) And as you can also see, my goal is to raise $3,450. 3 G's (not to be confused with the iPhone 3G) is the bare minimum and I don't want to be someone who is thought of as doing the bare minimum when it comes to fundraising for a great cause or wearing flair. But the amount is not arbitrary; it correlates to the time I hope to finish the marathon in - 3 hours and 45 minutes. I ran my first and only marathon (Twin Cities) in October of 2006 in just under 3:48.

While this seems like a conservative goal, three minutes is a lot to cut in running even over the course of 26.2 miles and the temptations and running routes in NYC are greater and lesser, respectively!

So all that said, you're going to be hearing more about my training and about MS. And I'm going to be asking you (hopefully not harassing) for some support in the form of cash money (PayPal or checks) until November 2, 2008. Starting, well, now if you feel the urge. Thanks for reading everyone. More to come.

I'm Not Blogging to Make Friends

2008-07-10T11:48:00.003-04:00

Actually that's not true at all. But as an admitted reality TV addict, most of you know by now this type of compilation (can we call it a montage, Team America?) is right up my alley...

Quick shout-out to the Real World Hollywood crew for becoming friends even without being polite...and in the process putting on quite a show. (Yes, all 9 of you.) Half shout-out to Jesse (or as I like to call him, Travis from Clueless), who was able to make friends and win DeAnna's hand in marriage on this season of The Bachelorette. Zero shout-out to Kristy for making friends but then deciding she didn't like winning Tila's heart.

That was therapeutic. Please be my friend.

Finish that F'in Book Already

2008-07-08T09:36:00.004-04:00

Continuing the theme from my last post about the video digestibility, I was just introduced to a service by Eric that take continuous media snacking into account...and given I haven't made it to the final page of a book in more than two months, should be right up my alley. (I hope.)

It's called DailyLit and true to its name, it provides literature in bite-sized quantity via email or RSS feed daily (or on the exact schedule you'd prefer, so you don't have to receive text on weekends for example). And to answer your next question, if you have more time you can receive the next installment (and more) on-demand.

According to the founders:

We created DailyLit because we spent hours each day on email but could not find the time to read a book. Now the books come to us by email. Problem solved.

I know Matt is going to wish he thought of this given this post of his detailing the challenge laid out and solved above. As someone who hates starting something and leaving it incomplete, such as the three books I'm stalled on right now—Sharp Teeth, 1776, and A New Earth—I thinking very seriously about browsing/signing up pronto.

Actually upon further investigation, I found this incredible idea/service they are providing free of charge: Book Reading Groups via Twitter. How sweet is that! And it's rare for me to quote something a CEO says for a press release but you really get the sense that DailyLit's Susan Danziger is sincere:

We’re interested in exploring new ways to make books more accessible to readers, and sending book installments via Twitter is an innovative way to do just that. I also love the idea of creating a group experience by having folks from different parts of the world read books according to the same schedule.

Very cool idea and very smart execution.

Length Matters

2008-07-02T15:38:00.011-04:00

This is a short post about short-form content consumed in large doses on the web (in one sitting in front of my laptop each time). (And with oh so provocative a title!) It made me think about how much length (of video content in particular) matters given the many different situations, mindsets, needs or more importantly from an entertainment perspective wants and constraints (time, screen size, ADD, etc.) which people bring when they "go online" every day.

It started late Sunday afternoon after getting home from watching the Euro 2008 Final. I read a post over at Paul's blog about Inside Sudan on VBS.tv. I watched the 5 approximately 4 and a half minute about Sudan and then moved over to Vice's Guide to North Korea and knocked out the 13 part series (average 4 to 5-minutes each) like it was my job. (Actually, that'd be a pretty sweet job - Shane Smith's job or a job watching all VBS's content.)

Then on Monday night, I was exhausted but then as I was catching up on Kanye's blog (by the way, peep this ridiculous thing he just did for Absolut's Artist Series), he noted how Jay-Z killed in the U.K. So after the controversy, I wanted to see for myself. And I did. For almost an hour (ending after midnight), I watched the 9 parts (median time of ~8 minutes each) of Jay-Z live at Glastonbury on YouTube.

My feeling is (and behavior would suggest) that the smaller chunks of video content are more appealing to a time-crunched (perception even if not reality) web audience because they seem more digestible/watchable/doable. (Lunchable?) In fact, I think a short piece of content (like sampling) is critical to getting people to "invest in the rest." (I'm considering trademarking this phrase.) I, personally, am also more likely to get through books with more, shorter chapters than few long ones. Each I read is a sense of accomplishment. However, I'm not buying a book based on this criteria. On the Interweb, most often you get it all for free, so engagement is more important. Thus, how the content is served up is more important.

One difference between the two viewing experiences is that on YouTube the next clip played without me having to click. This was not a necessity to keep me engaged but certainly a nice to have. Plus, I didn't necessarily have to watch the performance the entire time rather could listen with surfing, so the autoplay was nice. However, back to the point, I couldn't help but wonder if our Brawny Academy back at Fallon would have had more success had it made its ~15-minute episodes shorter (if we had cut each in half). It's not about the sum total time of the content (which is the same either way), it's about the length of its parts (which can be made more palatable, enticing to the audience).

You So Want My Job

2008-06-30T16:20:00.009-04:00

Well, besides for mom and dad and Noah (who has got a cool new gig) and my rich private equity friends - oh wait, blogs and YouTube get blocked at your company. So when I print out this post and bring it to you at dinner tonight - oh wait, you work a 120 hours/week, so you won't be there. So check your mailbox at your ridiculous, modern doorman building and then be jealous of my hours and freedom for about 3 seconds until you take the elevator up and turn on your 60" plasma.

Anyway, Heather LeFevre conducted and finished putting together the results of the fourth annual Account Planning Survey into a sweet PowerPoint, which she then made available to all on SlideShare. With just under 800 completed surveys (up from 466 a year ago - congrats, Heather!) and questions ranging from salary to experience to blogging to schooling and even negotiating, it provides a global (US-centric though just to manage expectations) and detailed snapshot of the planning world.

This included the answers to one question I couldn't help but notice...and be proud of:

To be clear, I was in the stay "where I am" majority (just in case my boss or head of HR is reading this and is thinking of an upgrade - it would not be an upgrade of an ingrate). I know why I'm a fan of this place but would still love to know what the outsiders think led to this lead.

The New School vs. The Old School

2008-06-23T18:00:00.010-04:00

For those of you not up on the latest hip-hop feud, I recently read on Kanye West's blog (and was reminded today on Chet's) about the beef between Ice T and Soulja Boy.

Rather than embed each of the now 4 videos central to this rivalry, I'll just link to them and describe the history as best I can to get you up to speed.
1st: Ice T disses Soulja Boy on DJ Cisco's UrbanLegends Mix Tape it gets posted on YouTube by RealTalkNY.net
2nd: Soulja Boy comes back at Ice T through a webcam and posts it on his site iSouljaBoy.net and YouTube
3rd: Ice T responds to Soulja Boy through a video taken in his home by RealTalkNY.net which then gets posted to YouTube
4th: Soulja Boy makes this animated video as a response to Ice T

Whether you agree with T that SB single-handedly killed hip-H-O-P is not important to me. (Rhyming, as always, is!) I'm more interested in how it highlights the digital divide. That is, this conflict seems to really capture the new school vs. the old school mentality not only towards hip-hop but also towards the new digital mindset. This is more than merely the comfort with using Web 2.0 technologies such as YouTube (or as Ice T calls it, "the YouTubes" and such); it is the way that the collaborative nature of the Internet changes our way of thinking and acting.

Sure, Soulja Boy gets in a few jabs on Ice T like calling him older than the Internet (I don't even want to know what he thinks of John McCain's age). Sure, he calls out Ice T based on the things he finds out about T from Wikipedia. Sure, he looks straight into his webcam to make the video and does so with friends around. But more importantly, the Web helps him see the world as a place where we can all win. He doesn't see the hip hop game as a zero sum game. In fact, we probably have a better chance if we collaborate with others. We actually have an even better chance if we involve our audience, our fans. He redefines the competitive set. He believes in the power of coopetition.

As a Gen GuY and GalYs on the edge of X and Y (see sidebar with links), I feel we are in a unique position to empathize with both sides. We have an ability to understand Ice T's gripes and Soulja Boy's retort quite naturally. We feel disappointed by Soulja Boy's lack of respect and lack of command over the English language as well as by Ice T's lack of appropriate language and lack of constructive feedback (mentorship or solution). Most of all, though, we want to bridge the digital gap through better, more constructive and instructive communication. On- and off-line.

We're down for whatever. Holla!

Why Didn't Your Brand Think of That Utility?

2008-06-19T00:16:00.009-04:00

I was just reading an Adweek article, Nike embracing brand utility specifically on the web, and it reminded me of a couple things I've come across recently online on some of my favorite blogs. Since I haven't written about the subject since my U.S. Open (tennis, sorry Tiger) AMEX experience post, I figured I'd do so now. Plus, I'm now remembering that inspiration has come from Ed Cotton's post on now being a great time for brands to offer real value to people.

First, Russell Davies writes about Booklert, which allows authors to track the rank of their book(s) (or competitors') on Amazon and receive updates via email or Twitter. As Mr. Davies notes that this is the type of thing a major book business should have thought of to offer as a service to its authors.

Second, Brand Flakes for Breakfast posts about the Awesome Highlighter, which allows you to highlight the exact text or image that you want someone to read/see on any site and them send them a new highlighted link. As BFFB wonders, "why isn't Staples sponsoring these guys?" Taking it one step earlier, why didn't they come up with it?

I'm out of town for a friend's bachelor party starting tomorrow, and thanks to Mike's Hard Lemonade I have a better reason. Not quite a utility as much as entertaining and somewhat useful content (made for a good OOO email). If only they embraced the 4-day weekend like I am.

I think more words are linked than normal text. It's late.

P.S. Admittedly this is a bit of a stretch for this post, but why isn't Sharp or some other HD TV company coming up with (via Consumerist) such an interesting way to explain the HD difference?

Take It to the House, The White House

2008-06-16T10:39:00.004-04:00

It's hard not to be into the U.S. Presidential race this year. But with the Democratic primary ending a couple weekends ago (suspended not ended, right?) and the NBA Finals in full swing, I was not expecting last week to be a particularly political one. However, as I went through my feeds (horse, not elephant or donkey - okay, that was weak stuff), I found the most intriguing posts and articles were politics-related. And though this blog is not focused on this subject, it's also not very focused, which affords me the opportunity to combine interests and pass on the stuff I find interesting.

That said, I was extremely delighted to see my buddy, Jake, back on the blogging horse (again, bipartisan horse) with his take on the Veep Selection. As he holds a degree in Philosophy from my alma mater (and mathematics for those counting - I can't help myself) as well as has lineage in Congress (my father's father was a mechanic...), I always like to get his perspective in this area. And his thoughts on whom each candidate should choose for the VP position are definitely worth the read.

Out of respect to Tim Russert—did anyone else watch the Remembering show this weekend? So moving—, I wanted to keep the intersection of politics and immaturity to a minimum last Friday. Though the mourning period isn't over, I did want to pass on these things that made me cringe before they are too out of date:
1. This fake McCain and Montag correspondence.
2. This real Fox headline.

Finally, for anyone who hasn't seen Obama's Fight the Smears yet, take a look. There's a reason he keeps getting positive articles written about his web strategy. Tools like this one, which to paraphrase BFFB re-frame the conversation (smears, not claims) and allow you to spend more time having the conversations that matter to the American public.

M&M Now In Purple

2008-06-12T14:49:00.007-04:00

A few weeks back I wrote a post, ACDC like you've never seen before. It was about a new generation's ACDC, the Adam Chu Dance Crew named for its leaders Adam Sevani and Jon Chu. Once again, I have pulled the ol' bait and swizzy by getting (at least some of) your hopes up with this title. Maybe you all should have chosen differently in 1995 when you had the choice between pink, purple, and blue and voted blue in by a landslide (54% of 10 million votes). As I was saying, this M&M is not melting in your mouth or hands; it's the M&M Cru, named for its founders Miley Cyrus and Mandy Jiroux.

Unfortunately, I never caught this teaser or the friendly reminder one week ago so I'm a couple days late (but I'm still in there before the millionth viewer). I guess it's possible I'm not in the online dance-off's target audience as a 26 year old guy. Either way, I was glad to see the response—even though I don't think it comes close to the previous ACDC video—and to know that the battle isn't over. (You need to watch until the end to see that the final round will be in-person. Details TBD.)

Wieden Your Blog Reading

2008-06-09T09:53:00.005-04:00

See what I did there?! I could have said "expand" or "add to" but then you wouldn't have started off your week with that nasty double entendre. Oh yeah, I'm on fire this Monday morning. Literally. I'm still sweating from the walk into work.

To the point. In the now half-year I've been working at W+K NY, I've met some amazing people (cue violins) and some of those people have blogs. Sure, amazing people does not always mean amazing blogs, but these two are top-notch on and off line. Thus, I'd highly recommend anyone interested in the Internet/Digital Life/Social Media check out:

The Gist of March: Greg March is media guru here with an uncommon understanding of the digital space. I use "uncommon" purposefully as he recently offered some insight into McCain and Obama's friend situations on Facebook and Myspace. One of my favorite posts of his has to be What Wu-Tang Taught Me About Social Marketing.

Geeky is a way of life: Melissa Sconyers is a search guru here and digital native, passionate and expert. I, of course, have to give her some love for her term-coining abilities based on her Befoogled post (Befoogled = "Not having time to Google somebody before you meet them in real life.") I was hooked from the first post that I ever read of hers about the work-life balance giving way to the work-life blend (cite: Adrian Ho).

So they're both worth reading and meeting.

P.S. I am now realizing there's very little chance that "Wieden" is a double entendre given it's not a verb in the English dictionary. Racecar. That's better. Palindromes usually do the trick.

P.P.S. Given I hit up the Tumblr party last night I thought I'd also give a shout-out to three things friends put me onto this morning. I "reblogged" cool things from Chet, Katie and Amit this morning.

The Girl Effect

2008-06-06T20:52:00.002-04:00

You know I don't often post Wieden work here but I just an all-agency about something compelling our team has been working on with The Nike Foundation. Asked to brand the idea of investing in adolescent girls, they—partnering with Glow Interactive—came up with The Girl Effect site and this video below:

Seth Gaffney: Secrets

2008-06-02T10:10:00.010-04:00

I fully expect most of my readers to have made the Conan O'Brien Celebrity Secrets connection when reading this post's title. If not, NBD (No Big Deal, for those same peeps who didn't make the Conan connection) but just remember that the best thing about being seen as the nicest guy in Hollywood is that nobody searches your backyard for bodies. (That's according to Tom Hanks, of course.)

Anyway, for those hoping I'd reveal some deep, dark, light, juicy, and/or funny secrets now, I'm sorry to disappoint you. (Though I have shared my real given name with the few who have emailed me "Hello El...") I have been remiss in updating about my participation in the Age of Conversation since here in March. Once again, it's a collaborative book—mostly bloggers participating as you'll see below—with proceeds going to Variety, the Children's Charity. And it's due to be released at the end of August.

I've linked to the entire 270 co-authors in my first post, so I thought here I'd show some love to the 20 contributors to my chapter, which is all about keeping secrets and, I'd imagine given my submission, privacy and sharing. I've never met any of this crew IRL (In Real Life) and I've only exchanged online words with one (Scott Monty about Sherlock Holmes), but I'm sure they wrote up some enlightening—dare I say, revealing—pages. So without further ado, I wanna give a shout-out to:

Bob Carlton , Colin McKay, Daria Radota Rasmussen, Darryl Patterson, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Jeroen Verkroost, Joanna Young, Julie Fleischer, Matt Moore, Phil Soden, Rob Mortimer, Ron Shevlin, Scott Monty, Scott Townsend, Steve Portigal, Tim Mannveille, Troy Worman, and last but not least Veronique Rabuteau

I'm really interested in what compelled each member of this smaller group to choose this topic from a list that included marketing manifestos, moving conversation to action, accidental marketers, and marketing failures, amongst others. I, for one, wrestle with how much of my personal life I share online. I wouldn't call it a struggle, but I definitely realize my lack of complete openness when failing to fill out my interests in my Facebook profile or post video from my best friend's wedding, for example. I've seen a decrease in how many services or communities I'll register for. I've seen an increase in my use of things like Twitter and Tumblr.

These (surface) inconsistencies made me interested enough to write on this topic. Who knows maybe some of my "Keeping Secrets" colleagues will drop by (after seeing the link) and let us in on their quick story.

In closing, I Believe It's Butter. Thanks Fabio.

You Say You Want a Transformation...

2008-05-29T15:47:00.006-04:00

Well, you know, we all want to change the world.

Wow. That's just about the cheesiest way to start off a post whose purpose is to link you to one of the most inspiring reads I've had in a while.

My friend, Leland Maschmeyer, now the Director of Strategy at COLLINS: (soon to be Director of Concept Design and Storytelling, I believe, as it is a more appropriate description of his job there) has recently posted "On Life Support: A Transformation Design Speech".

Let me start off by saying, it is fantastic. And not in a "Man, that Leland is a smart dude...I got through 66% of that post and understood 39% of it and of that 39% approximately 90% was f-ing brilliant" sort of way. I read the whole thing, comprehended all of it (I think) and found it very compelling. And I've been trying since our breakfast yesterday morning to figure out a way to expand on his thoughts. But just as Lee feared he'd never post his speech if he waited for every element, I fear I'll never pass on this link if I take time to build on it.

His observations/examples range from JFK to DJ Dangermouse, from Sao Paolo to Philadelphia's 30th Street Station, from Target to BP to tell the story of transformation design. Which he defines as "the process of developing a system of activity that enables organizations to support or create in individuals the positive change he or she desires." Because as he posits:

The companies that will thrive...will not be those with a great sales pitch. It will be those with a great support system.

He started out just wanting to make better marketing. But the opportunity seems quite a bit bigger (like changing the world bigger).

Enjoy reading the speech here.

This Is Not Quite How You Do Viral

2008-05-27T13:10:00.012-04:00

But it's not all that bad either. There are definitely some things working here—although "working" (as defined by ad/marketing people across the world as number of views on YouTube) remains to be seen as this most recently uploaded version only has about 300 views as of this posting. But taking a more comprehensive "view" of this viral attempt, I appreciate a few things:

1. Solid Timing: With the French Open just starting, tennis and Rafa are top of mind for (a handful of) sports fans.
1a. It seems Kia has been able to make this connection to one of the Grand Slams without actually paying for an expensive sponsorship of the tourney at Roland Garros.

2. Rewarding the Crossover Fan: Kia uses this top tennis star to promote its sponsorship of Euro 2008 soccer (yes, my readers are still predominantly American). Yet I'd venture to guess that many European soccer fans know Nadal. Some may also know (and Nadal fans of course know this and his Uncle Tony's past as a professional player) the Spaniard (not THE Spaniard) used to play futbol in his youth ('cause he's so old now). Anyone who has seen him on the tennis court has likely seen him sport some nasty foot skills. And word is his dream was to play striker for Real Madrid.

3. Catchy Title and Interesting Execution: "Nadal vs. Alien" is short and sweet. I know what I'm about to see but have no idea what I'm about to see. Therefore when both he and this alien take the form of MTV Celebrity Deathmatch claymation, it is unexpected and grabs my attention. The sound effects/Nadal noises are also pretty entertaining.

Yet for all this stuff that "works," one main thing is just not that cool. Let me direct you to the video description to the right of the video in image above. Yup, see that right there. Yup, there. Where they Kia (presumably the company or agency is user "euro2008kia") refer to its own video as "viral." Not so fast my car-y. (Pronounced Car E and in the creepy voice of the Wicked Witch of the West. It is not pronounced like Carrie - sorry all you SITC fans.) Anyway, this may not be the best move to make your video go viral. If you have to say it is, it probably isn't (like "cool"), and the corporate speak (even though you're not hiding that it's an ad, we really don't care if you didn't buy broadcast media) is a bit of a turn-off.

I do like that Kia actually responded to viewer feedback and made changes quickly (assuming it wasn't just some last-minute changes based on a senior marketing guy or gal's feedback) but truthfully you should have anticipated that having Nadal put his foot up a mini-Nadal's ass would stirred the pot. Either stand behind it (not so close and toes on the ground) and let that controversy propel you to this viral status you're so hoping for or put the more tame one up from the start so you don't have to start from scratch with the number of views. A bigger number equals greater security that you're passing on a gem. (Don't worry others thought it was funny too!)

Lastly, take a look at the bottom right of the image above. There is another upload of 11-seconds from this same user. I don't really get this. Are you worried that the web viewer is too starved for time to watch 2-minutes? This one actually has a stronger call to action at the end. It doesn't just show the site url and expect you to visit. It gives soccer fans a reason to visit—"Win a ticket" Euro 2008. Can someone tell me why this less than 2-second CTA didn't appear in the 2-minute version? I know it wasn't that it didn't fit into the traditional TV commercial time space because this isn't a TV ad! Did creatives convince you a promotion take away from the coolness, emotion, integrity and thus brand equity of the spot? Jokes!

Either way, I applaud Kia's entering the online space with something unexpected (definitely different from their good but mostly forgettable TV spots). This, I just realized, does deliver on their tag-line, "The Power to Surprise." Now imagine if they started taking this tagline more literally and using it as a platform for communications (if not product development, etc.). That could be fun.

Watch the full two-minutes of "online viral content," which I'm calling Rafakia (not to be confused with Rafiki from The Lion King) because I like mashing up words to create new terminology, here.

This Is How You Do Viral

2008-05-23T09:36:00.005-04:00

A few months back Absolut Vodka approached Zach Galifianakis to make an ad for them. He said, yes...as long as he could do whatever he wanted with no restrictions. Then they said (wait for it), yes!

There is a reason Absolut approached him in the first place. Likely they felt that his type of humor connected to their target of LDA-25. (That's a guess, and LDA = Legal Drinking Age for anyone who has not worked with a liquor, spirits, alcohol company.) Sure there were definitely a few rules in place, such as: no underage drinking, binge drinking or death. But otherwise, AV gave him the creative freedom. They realized that there's no worse way to lose authenticity and relevancy with your audience than to change (even subtly) his brand of comedy!

Zach enlisted Tim Heidecker and Eric Wareheim of Tim and Eric Awesome Show, Great Job! Coincidentally or not (depending on Zach's motive for bring those two in), the sign-off to their show is Tim's father rich saying, "Abso...lutely" and their production company is called Absolutely. (Apologies followers for having to use the term awesome.) And as of now, the first in a series of I hope more than two has around 55K views on FoD, where it was first launched. Don't let that (low?) number fool you, though. It has 280K on YouTube as well as 138K on MySpace. The second, which was added about two weeks ago, is at about a quarter of that total number. But even if it this number didn't even reach that illusive 6-digits (the 100K view mark on YouTube I'd say is the metric lots of clients set), I'd call this a successful foray into the world of branded entertainment.

BONUS: As you'll see, the comedians (I'm assuming) even came up with a great tag-line for the content: "In an Absolut world, friends would get together more often."

Here's Part 1:

And Part 2:

Comcast is Caring/Twittering

2008-05-20T00:32:00.006-04:00

We all love to hate the cable company...as well as all the phone companies according to Noah's observations on (his creation) Brand Tags. But especially the cable company and especially because of their lousy customer service. To be fair, they're definitely in one of those "we only notice when things go wrong" industries. But truthfully, considering most of us don't ask very much of them—like Clotaire Rapaille's code for America, we just want it to work—it seems they could do more to delight us. The first part of that phrase, SURPRISE, goes without saying, but is also the entire reason for this post.

So it was with great interest, enthusiasm and yes, shock that I heard a couple weekends ago Comcast was jumping into Twitter. I have Time Warner, who I, of course, despise—the guy who replaced my second cable box was more than pleasant and only a bit late yet he also acknowledged that "all these new DVR boxes are havin' problems"—so it is no direct help to me. Yet, I figured I'd holler at @comcastcares to see how this experiment may work.

In no more than 10 minutes I had these responses:

I'm sorry but that is aweso- I mean fantastic. Hopefully it will invest more heavily in this space (perhaps IM service like Delta has now) and apply what it learns to enhance customer service across the company. Who knows how quickly they can start to change its perceptions on Brand Tags.

And yes, I also know this is not the biggest piece of Comcast news today.

The NBA Is (Way) Younger than John McCain

2008-05-16T16:49:00.005-04:00

Between work, jamming to get my Age of Conversation chapter done, running, NBA Playoffs and brainstorming excuses, I've had limited time to scour the Internet for things that make you go ha. (Yes, that's a C&C Music Factory reference.) So, some of these are old and coldplayed out but I hope a complete waste of time in a good way.

First, let's kick it off with some links connected to my excuse. Here's a little action about declaring for the NBA Draft (via kenyatta via kottke) as well as an NBA nickname generator. (I'm Seth "Margarine" Gaffney.)

Second, for any of you players or playettes going out this weekend, take a quick look at this text dating primer. For those staying in watching reruns of SBTB the College Years, this Onion article is all you.

Third, and getting a bit grosser, peep yet another instant Nick Thune classic on FoD. And I dare you to tell me that Nick doesn't look Palek from HBO's Tell Me You Love Me. That makes me want to pull a Sue Simmons (via @akispicer).

Fourth and lastly, I've rather enjoyed this site: Things Younger than Republican Candidate (and Oh, Did I Forget to Mention "War Hero") John McCain (via avin on Fallon Planning Blog).

Awesomed Out

2008-05-13T14:32:00.003-04:00

It all started with this Verizon commercial starring Michael Bay. First couple times around (and besides for the nerdy Verizon employee), I have to admit I was kind of into it. But then I started noticing this word appearing (not always so centrally to the script) in ads all over the place. Within communications where it made sense as well as within others that didn't feel so natural. But now it's been around so often that it's getting in the way of any other (main) message that the brand's using it are trying to throw my way. (Yes, if this was an argument with a specific person, they'd be going: "Like when/where? I need EXAMPLES." I don't really have the time to look right now, but hopefully you've noticed it too. Or else you're just fast-forwarding through them.)

Last night it came full circle with another Verizon ad (this time for a phone deal not Fios). In this one, an unsuspecting young Asian guy opens his door to a quartet singing about this phone (I think) and (lastly) how it's "awesome." (If anyone can find it online, please pass it on.) I thought I had lost my mind. I may be. But I am certainly losing my capacity to be objective about communications containing this "hot" adjective. Case in point:

I was definitely fan of this commercial for the first 55 seconds. Then I saw Discovery's new-ish tagline, "The World Is Just Awesome." I - okay, I'm going to walk away for a day. In the meantime, what do you all think?

A Tale of Two Superstars

2008-05-11T12:51:00.007-04:00

Thanks to new mash-up, TimeTube, which lets you search YouTube videos and creates a visual historical time-line of the search term whether it's person, place or thing, I happened upon this video from February 2006. In the studio making "Bittersweet" is the first result for Kanye West and second for John Mayer (Eric Clapton duet is his first).

Kanye's latest is result is home-girl singing/rapping Jesus Walks, and Mayer's second to last is him calling a Japanese baseball game. (His last is a Perez Hilton lie detector test, which is not worth watching.)Yet what most of us Internetters know is that John Mayer in fact has release something more recently and with many more hits. And that's this awesome video on his creative songwriting process.

Now I'm not going to launch into a diatribe on how you can't get the whole story on YouTube anymore or how it is losing its cache as the home of great homegrown content. But as I've talked about specific to FoD (Funny or Die), it has major competition from other more specialized (and often high-quality) content sites that house videos as well as those that curate cool/funny/etc (even if they don't know how they do it). Not to mention, if you want more of these guys specifically you can find them at their own blogs.

Instead, I'm just going to say how interesting it can be to see where a quick, innocent search takes you...whether it starts on someone's blog, twitter feed or one of the many new tools out there like TimeTube. This search was short and specific. And thus the story (above) was framed in such a way. But it is nice to know that a less directed search can take some unpredictable turns if you let it (stumble), and it can lead to an even more random and intriguing story.

Keeping Me Busy, Keep U Busy

2008-05-09T09:44:00.003-04:00

It's been (unofficial) brief week over here at Wieden. I knocked out an average of one a day, though Wednesday was the craziest with three. Note to new planners: knocking out briefs is not a good habit to get into but sometimes necessary - like when clients give you less than a week turnaround for creative on an assignment. Note to self: see above.

Anyway, this morning I caught up on some hot RSS action (I still use Netvibes) as well as started to prepare for the IOI. That's when BFFB tipped me off to this pretty awesome interactive piece from Uniqlo promoting its t-shirts. I created my loop using a series of 1-4-3's as a shout out to the beeper code for I luv u. Yeah I just did that - two u's...not to be confused with the two yoots or youth-s as Someone else's Cousin Vinny would say. Without further Freddy adU:

So go make your own if you're bored or straight chillin' on a Friday.

ACDC Like You've Never Seen Before

2008-05-05T00:14:00.005-04:00

Honestly I can't think of a better way to kick off a Monday than with this sick display of dancing. I have to admit (to those who don't know already), I'm a huge fan of You Got Served and specifically David and Elgin's crew. So you can imagine my excitement when I caught a tweet from @andrewbaron about a Dance Battle between Miley Cyrus and Jon Chu (director of Step Up: The Streets). Apparently Jon and Adam Sevani (main actor in the movie) called out Miley and Mandy (aka M&M) a couple weeks back on their video blog. M&M responded with a strong number to Madonna and JT's 4 Minutes. Now it was on ACDC (Adam and Jon's crew), and they took it to the next level with the help of Lindsay Lohan, Adam Sandler, Amanda Bynes and Chris Brown as well as MTV's Best Dance Crew, JabbaWockeez.

I hope you enjoy. I know Michael K. will he enjoys dance battles as much as I do. And P.S. I want to trade places with Rob Hoffman. P.P.S. That's Dellicious with two l's. You have to accentuate the 'l'.