As we mentioned Monday, Crayon, a company claiming to be the world's first new marketing company will launch today at noon both in the "real world" and within Second Life on Crayonville Island. Crayon President and Founder Joseph Jaffe explains the need for the company saying, "The world has changed, but marketing, advertising, and public relations have not. There is no question that the influence organizations can achieve through traditional marketing, advertising and PR is fading fast." Crayon intends to help "marketers and communications professionals make sense of the profound changes in order to connect the dots between the burgeoning new approaches and possibilities available to them," the press release states.
Joining Jaffe in the company are former Citigroup financial guy Gary Cohen as CEO, music podcasting evangelist C. C. Chapman, social media dude, Neville Hobson, communications vet and author Shel Holtz, entertainment industry guru Chris Trela, planning consultant Francis Anderson and Aaron Greenberber and Michael Denton.
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- While some attribute recent visitor loss at MySpace and Facebook to seasonality, others, including members themselves, attribute it to the increased level of intrusive advertising on the sites. It's off to Second Life we go.Watch out residents.
- Cynopsis reports TBS and MySpace have partnered for an online comedy competition called The Stand Up or Sit Down Comedy Challenge which invites amateur comics to submit videoes. The winner will appear in a George Lopez-hosted special on TBS November 18.
- The girls over at street wear brand Married to the Mob don't like the apparent girlishness of the new man and are slapping "Men Are the New Women" stickers on the backs of unsuspecting guys.
- The Weinstein Company is placing a Truth ad is its DVD release, the first being Clerks II.
- Somehow this whacked YouTube video is supposed to promote The Filter, an iTunes add on which automatically creates playlists based on what you listen to.
- With the tagline, "A World Without Science is a World Without Discovery," InterSpectacular has created four new promotional commercials for Discovery's Science Channel.
- Datran Media and the Ad Council have launched a public service advertisement email campaign across the U.S. on behalf of the Environmental Defense's Fight Global Warming campaign.
- Blah, blah, blah....a Dove Beauty spoof.
Swivel Media's Erik Hauser offers us this column on his in-depth experience with Second Life, ahead of the curve work for Wells Fargo and his companies creation of Stagecoach Island a virtual reality world based on Second Life. He offers sage advice to marketers with Second Life on the brain.
Retro-Marketing
Marketing to People in Their First Life
By Erik Hauser 10.25.06
I can vaguely recall the days when things were very different.
People spent their time in a world filled with oxygen. It seems just like yesterday - OH MY - it was yesterday! Let's take a trip down memory lane shall we? The date is Jan 1st 1997, and people are starting to spend some time on this thing called the internet. Within a couple of years there was a hyper-saturated web with niche sites that had everything from exclusive glues to websites designed as destination locations for people in their mid 30's that had an affinity for poodles. Certain people claimed they would never leave the house again, and vowed to radically change their behavior.
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While AdJab doesn't like it and we did it years ago for many clients, the magazine cover wrap is in the news again this week. Unisys, with help from StrawberryFrog and Omnicom's PHD, has created 20 custom Fortune magazine covers, each personally designed for execs at organizations sucj as DHL, Citogrpup, Subaru and Northwest. The cover wraps include a personalized letter and a web address that direct s the executive to a site where he/she can find fake videos that highlight them in the news - perfect for playing into most exec's ego-infested brains. Hmm. Targeted advertising. What a concept!
We're tickled by this ad for Reel Asian which plays on the stereotype about dog-eating Asians. Or is it dog-serving Asian restaurants? We can never get the two straight. You have to admit Leopold was cute enough to ... oh, forget it. - Contributed by Angela Natividad
In a short film called Respect The Architects: The Paris Air Max 1 Story (which takes FOREVER to load), designer Tinker Hatfield talks about how the Centre Pompidou in Paris inspired his version of the Nike Air Max, which features a visible air pouch. We like it. Check out a lo-res here. It loads faster than the hi-res but it's not nearly as good of a watch. - Contributed by Angela Natividad
It's common knowledge that everyone in advertising would rather be shooting a movie than making boring ads that appear on the small screen so it is without surprise Strawberry Frog is hyped about its new Heineken commercial which was shot on location during the filming of the the next James Bond film., Casino Royale. A YouTube video takes a behind the scenes look at the very normal and un-Agency.com-like approach Strawberry Frog took for the creation of the commercial. Actors are featured. Set designers and assistant directors are interviewed. Strawberry Frog Head Creative Dude Kevin McKeon waxes eloquently about th genesis of the project. Come on. Before you say anything, you know you wish you were in Kevin's shoes.
In what could be a masterful viral approach to growing a business that goes far beyond viral marketing, Microsoft is embedding viral expansion into its new iPod competitor, Zune. Users of the Zune MP3 player can send songs to friends over the devices Wifi who have three days to listen to them before they disable. If the recipient of the song decides to buy the song within the three day period, the sender of the song will receive a portion of the song's purchase price in the form of credits to be used towards purchasing music and other items from the Zune Marketplace.
Currently, it's a rumor and it would certainly be difficult to topple iPod from its reigning position but the approach is indicative of what many brands should be doing to grow their business beyond just traditional advertising tonnage. And yea, yea, yea, the whole referral thing has been done since cavemen traded rocks but this is high profile and it will be intresting to see if it works.
- On Tuesday, Toyota sponsored the showing of a 2-minute, 20-second trailer of the upcoming season of Fox TV's action-thriller 24 in New York's Times Square where viewers could hear the audio via one of 5,000 radios given away by street teams clad in CTU uniforms.
- More contextual idiocy. Actually, this one is just plain non-sensical.
- Here's an interesting ambient campaign for road safety which, by placing a wall hanging that stick out from university hallways, students where reminded of the dangers of speeding as they walk right into the thing on the way to class.
- Adidas has launched MLSmashups, a mash up of MLS soccer team players and the "hottest local underground musicians." Yea, we didn't get it either.
- Over in Sydney, they're all excited about the upcoming TV1 Stupid Stupid Man show.
- A new book, BOOM: Marketing to the Ultimate Power Consumer -- the Baby Boomer Woman, by brand strategists Mary Brown and Carol Orsborn, Ph.D., argues that marketers focused on the 18-34 age bracket may be missing the most lucrative demographic: Baby Boomer women who are now age 45-60.
- Former GE CEO Jack Welch and Hill Holliday ad agency founder Jack Connors are putting together a group of local business people to make a bid on the Boston Globe..
As part of its partnership with the Susan G Koman Breast Canver Foundation, Ford has teamed with the organization's Race For The Cure Virtual Quilt project which allows people to create their own message on the quilt. JWT Detroit along with interactive firm Firstborn created the project o coincide with this month's Breast Cancer Awareness Month.
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