Now that everyone is multitasking, blogging and posting to forums, Marketers have come to realize, the best feedback on their Super Bowl marketing efforts will not come from formal research but from monitoring and joining the worldwide discussion racing around the Internet in real time.
Intelliseek and New Media Strategies are two of the companies who have taken on the challenge of measuring and monitoring conversation for marketers during and after this tear's Super Bowl. The will do it by monitoring blogs, forums, industry analyst commentary and, in the case of Intelliseek, their own panel of bloggers. No doubt, there will be a flurry of activity and commentary for marketers to dig through. All this heightened communal conversation makes us want to simply close the laptop and actually watch the game.
On the heels of the Magazine Publishers of America's launch of a trade pro-magazine ad campaign, Conde Nast is launching their own $3.5 million campaign aimed at consumers. The campaign, which will appear in outdoor media as well as trade, will carry the tagline "The point of passion" and show readers having a love fest with their favorite Conde Nast magazine. San Francisco based Heat created the campaign which will also play up the high "time spent reading" figures magazines can claim.
Thank God we don't watch late night TV and subject ourselves to the oddity of Matthew Lesko, the question mark-wearing, Free Money, infomercial screamer. Anyway, he's started a blog. Why we're telling you this, we don't know.
Doofy Danny did it again. Apprentice candidate and CEO of Boston-based POPstick Danny Kastner, who had a less than stellar performance in the first episode, led this his team to dismal failure on this week's The Apprentice.
Supposedly a creative genius, Kastner received poor marks from Nestle on some promotional work done for Taster's Choice. Displaying zero leadership skills (again, producers love to edit people into idiocy), Kastner, apparently, couldn't make a decision if his life depended on it. Losing valuable time, he waited until the absolute last minute to choose a partner company capable of pulling off the promotional idea his team came up with. How Kastner has built a successful company remains a mystery.
Kastner was not entirely alone in the episode display of less than smart behavior. His entire team displayed some serious idiocy as well by banding together on a plan to suggest to Trump that Michael, a team member who received exemption last week, be fired. Granted, Michael came off as a sexist, Neanderthal loser-slacker but there was no way he could go down for this week's task. In a cluster fuck of the boardroom, the team turned on Kastner as he tried to blame Michael for the failure and Trump lambasted both Kastner and Michael, both from Massachusetts which might have some hidden reason why they nearly came to blows during the episode. And in the ultimate display of bubble headed logic, Kastner selected the un-fireable Michael as one of the two teammates he brought back into the boardroom to face Trump. We suppose in this day of crazy-ass stunt marketing, that's just par for the course.
And if that display of brilliance didn't make it a very good thing Kastner already runs his own company, his guitar playing, folksy send off in the cab pretty much eliminated the likelihood anyone else would be knocking at his door to offer him a job. Unless of course it's in the ad business. We love that kooky stuff, don't we?
