You Call This a Poll? Horrible!
This is a HORRIBLE “poll.” This isn’t research – not exploratory or definitive. It’s just a high school popularity contest gone wrong. Don’t know who designed this poll but, it is really, really bad - and honestly, a bit embarrassing. I mean really bad and unreliable. I really hope Adweek gets their stuff together and decides to scrap this idea or at least to make it kosher. Here are just some aspects about this research project that really tickle me the wrong way:
(1) The Sample. Anyone can vote and they can vote 100 times if they’d like. The end results are going to be skewed. Duh! And probably by agency size and the amount of PR buzz they can generate for a call to action for others to vote for them. Again, popularity contest not valid research results.
(2) Answer Choices. Seriously Adweek, where’s Fallon for agency of the year? Seriously? I never had the pleasure of working there (don’t think I’d last though a Minnesota winter even with snowmobiling) but come on. Not to include them. That’s just wrong and stupid. Fallon was one of the first agencies in adopt Connection Planning, they producing some memorable and effective campaigns and raised some of this decade’s greatest creatives and planners. Come on. Really!?!? Oh, and what about Audi’s Art of the Heist as Ad Campaign or at least Digital Campaign of the decade. Granted, I’m biased as I was part of this campaign’s success but again, come on…really? Audi’s Art of the Heist campaign was the first brand marketing effort to use alternate reality gaming (according to the Harvard Business Review – arg was one of the top twenty breakthrough ideas). The campaign was such a huge success that we actually sold our of A3s earlier than expected. So again Adweek let me stress, the answer choices – amateur.
Time to wrap up this post. Only one key takeaway. Adweek, ethically, these results should NOT be published. Regain credibility and either pull the plug on this project or add validity to it. That is essential.
Phenomenal ROI
Congratulations Captain Morgan. For a small investment of a mere $10k you pulled in an audience of 29 million+ and have gotten a solid PR buzz. A stronger buzz then you’d get from drinking a bottle of your booze. Being from Philly I really enjoyed this marketing stunt. Captain Morgan offered to donate $10,000 to a charity, the Gridiron Greats Assistance Fund – a non-profit which helps retired NFL players with various hardships after leaving the game, for every NFL player that struck the Captain Morgan pose (see image below) at a regular season game, $25,000 in the playoffs and $100,000 in the Super Bowl.
The guerilla campaign lasted one play and one play enough I would agree. The No-Fun-League – oops, I mean the NFL – squashed any future Captain imitations. Greg Aiello, the NFL spokesman said: “The issue is that players are specifically prohibited under our policies from wearing, displaying, promoting or otherwise conveying their support of a commercially identified product during a game while they’re on the field,” Aiello told Yahoo. “Whether it’s rum or soft drinks or any other commercial product, that type of promotion is prohibited.” A bah-humbug!
Well, in any case, the one play was fresh and fun. I, as a consumer and marketer, enjoyed it and it helped further evolve my brand perception of Captain Morgan. I use to think it was just so young and goofy now, it’s more fun-loving and young-at-heart. Hats off to you Captain, there are very little other ways to generate so much buzz with such a small investment. And bravo for doing so while staying true to your brand identity and personality (a little rebellious, good-hearted, fun-loving, attention-getting) and you – the cherry on top of it all – you appear benevolent too. To end this post, here is the company’s response to the NFL’s ban on their marketing campaign (just perfect, kudos):
“Captain Morgan here, as you know I believe in celebrating legendary times with my fans and my friends and always doing so in a socially responsible manner. I am a man of action, a man of the moment, and I always make fun a priority. And when it comes to football what is more fun than a touchdown? I believe in drinking responsibly, marketing responsibly and helping charities too, but understand my friends at the NFL’s perspective. I will continue in my quest for legendary times and ask my fans to do the same.”
Great e.g. of branded utility
Good job Dunkin’ Donuts.
Wawa Hoagiefest Reaches 1 Year Old
My 1 year old son LOVES the Wawa Hoagiefest TV commercials. We watch TV while he eats. This casual distraction gives me the opportunity to successfully sneak in bits of food.
In any case, he stops whatever he’s doing and intently watches the Wawa Hoagiefest ads every time they come on. This makes me pay attention. Creating brand and product awareness and furthering a positive brand image for the Wawa brand for me, Mike’s mom. So, good, overall effective ad. You got me down most of the funnel. Now, if you only sent me some kind of incentive to make the purchase. For such a commodity maybe a buy 1 hoagie get the other for 1/2 off… playing off the ’60s “share the love/hippie” theme. Keep the conversation going. You’ve hooked me. Now realm me in.
In any case, for those of you with children. Show your kids this commercial and watch their reaction. Maybe my kid is the only silly one… maybe not.
p.s. jingles still work! sorry creatives. 
Blog Resurrection
Dear Awesome Readers,
I’m back.
After a yearlong hiatus from blog writing, I’ve decided to resurrect the Deconstructing Planning blog. Sadly, my previous posts made it to cyberspace heaven. So, no access to past ramblings. No worries. Good stuff is coming your way. I’m back, refreshed and exciting to connect and comment on the state of our comm community.
Cheers,
Margaret
