The potential health and environmental impacts of plastics in bottled water are a hot debate these days – and Tappening is trying to capitalize on the opportunity. The print ads direct consumers to a viral website www.startalie.com where users can join in the fun of creating and spreading lies. This interactive user generated content has resulted in everything from “Bottled water got me pregnant. I’m a man.” To “Bottled water is full of carbs.”
We have a saying around here. Everything communicates. Actually, it’s more like a mantra – a pillar of our strategic model and a familiar tune to our clients for sure. It’s simple, really. Everything you do, from the way you answer the phone to advertising, is a reflection of your brand. For better or for worse.
That goes for Twitter, too. Yep, a tweet can say plenty. In fact, with a unique angle (read: you have something interesting to say) and enough followers (read: people are actually interested in what you’re saying), 140 characters are enough to build a brand.
Or, kick it in the groin. Take J.R. Smith, a point guard for the Denver Nuggets. Recently, The Denver Post raised questions about whether his tweets were gang related. Consequently, J.R. pulled the plug on his account to avoid the bad publicity. Then there’s Antonio Cromartie, a defensive back for the San Diego Chargers. He was fined $2,500 for complaining about the food at training camp, claiming the team hasn’t reached the Super Bowl in the last few years due to malnutrition.
It wasn’t long after the two incidents that ESPN issued a memo prohibiting affiliated “personalities” from using Twitter unless it serves the network’s agenda. The call for censorship isn’t surprising when you consider that the athletes are essentially employees of ESPN, a brand with a reputation to maintain among its viewers, a.k.a. customers.
The same goes for your brand. Share insights, answer questions, entertain, and provide links. In short, if you’re going to communicate with customers, be relevant. It will help serve your company’s agenda. But don’t do it without a level of control and thoughtful restrictions. After all, in a world powered by social networking, it doesn’t take much to smear a brand these days. Just a tweet will do.
For whatever reason, and there are plenty of theories out there, the proverbial big idea is a rare commodity in advertising nowadays. (Some even argue that it’s dead, but that’s a blog entry all it’s own.) The kind of idea that creates longstanding meaning for brand, sets it apart from the competition, and galvanizes customers. Truly, they are few and far between.
The Most Interesting Man in the World is just that kind of rarity. This immeasurably popular Dos Equis campaign is a beacon of originality in a sea of sameness. Not only is the protagonist a gray-haired father figure, the seen-it-all “life connoisseur” openly admits that he doesn’t always drink beer. Compare that to every other beer commercial and Dos Equis shines like a beacon in the cluttered aisles of supermarkets, too.
In fact, during a time when imported beer sales have dropped 11%, the man who “once had an awkward moment just to see how it feels” has helped Dos Equis boost their sales by 17%. From TV and radio spots to online advertising to viral videos, this tightly integrated campaign is a testament to the power of big ideas and the value of branding. Especially in tough economic times.
Some great thoughts here. More than ever, we need to gain deeper insights into human behaviors as the media and market landscapes continue to evolve.
It sounds cliché, but the only avenue to those insights is to truly know your audience. And like Patrick Edson says, we have to move beyond the “80% knowledge” – the information everybody owns. That’s just not good enough. The “ability to decipher our consumers’ unarticulated needs and unconscious behaviors” is the key to understanding how to position your product. In other words, the elusive “20%”.
I’ve read a handful of related blog posts. Other ideas that stood out are that, despite the execution of the campaign, Coors Light has committed to this central idea for four plus years now and they’ve carried it out everywhere – advertising (Coors Light Love Train), product packaging (Cold Activated Bottle), and even serving itself (supercolddraft.com).
The lesson is that we need to recognize a good idea when we see one (easier said than done). And when we do, everyone involved must truly believe in it. It’s the only way you can inspire others to believe in it, too. Enough talk. I’m gonna go grab a cold one.
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