Tracking Social Media and Digital Advertising Hookups

Torrent Starz

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Neilsen ratings are not a true indication of what people under 35 are up to.

Case in point, the only good TV show on the air just got canceled. Party Down is a cynical comedy, following LA’s social underclass of “aspiring…” talent. So you have a burned out commercial actor,  a wannabe screenwriter, the sometimes model with a band and a comedian who keeps getting promising auditions. Of course the humor comes from watching all them fail, in small professional / personal / relationship opportunities that could break them free from the recurring nightmare, of temporary employment for party catering outfit that serves those more successful.

The joke of a show comprised of aspirational types, that ignore their current identity despite returning in pink bow-tie, episode after episode – is similar to what the Starz network must have been thinking in producing a series.

“What? Starz has a series? That cable network that no one watches?”

That’s the point. We don’t watch Starz. And they know that. So, we grab torrents of every episode of Party Down and engage with other people about discussing this show that Starz puts out. So now the cable channel with no identity gains some chatter. Not very different from branded content.

Yet… Despite inflating the Starz brand, this whole experiment is somehow judged as a flop… based on Neilsen ratings. Which in no way reflects the fact that everyone under 35 just watches torrents of TV Read the rest of this entry »

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Is Adidas Original?

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So Adidas does a shot-for-shot remake of the cantina scene from Star Wars (YouTube). Then they hit you with a tag line about celebrating “originality.” Is that the photoshop, cut and paste definition of “originality.”

I think Borges tried to claim that rewriting Don Quioxote word-for-word would be considered a new work, because it would introduce a self-aware, modern context. I doubt the agency types had anything other than laziness in mind though.

Credit for picking up an easy paycheck: Sid Lee, USA… Basically they just called up The Mill and asked them to cut and paste celebrities into something that’s already popular. Is that an “original idea?”

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Disposable Digital

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With anything digital, the talk is always of the “next great technological innovation,” rather than how good something currently is. Case in point, the amazing facial recognition apps, we had all just about forgotten about. Almost forgotten about, that was until Google Goggles announced they had the potential to identify any stranger on the street, if you provide them a cameraphone image. Which of course, is GPS tagged.

On one hand, it’s sort of interesting that the Orwellian tagging of Facebook and Flickr has given rise to an Orwellian society. Surveillance databases and the fact that no-one cares, result from the disposable nature of information today. There’s so much of it hitting you at once, that people are only expected to glance at walls, updates and amateur hate blogs with a cursory interest. One that has no depth, beyond grabbing sound-bites to repost elsewhere. What Wikipedia has allowed, is for people to gain a Cliff Note idea of concepts, without actually having any knowledge of them. No different than people laughing at ICP’s Miracles video, only to be confronted later with the fact they themselves don’t know how magnets work.  They just thought they did, by glancing over keywords like “North Pole,” “South Pole” and “metal”  – yet coming to no understanding. You can read more about our amateur post-modern philosophy, blaming the marketing perspective of Baby-Boomer culture for the benevolent view of today’s shit-pile, here.

Whereas people have always claimed to like something like The Royal Tennebaums, because it makes them feel smart to pretend to enjoy something they heard was based on Salinger, this new false Read the rest of this entry »

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What’s That AO Smell?

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After completely overhauling their brand’s design, dropping beaucoup bucks everywhere on event marketing and then adding on a massive digital staff to gain a foothold on online buzz (Asylum)… AOL decided to go one further and add “advertorial content” to their front page. Wait. What?

Forget any half-assed destruction of their recent rebranding campaign in exchange for minor Hollywood marketing dollars… These geniuses are going Kamikaze. Ignoring all trending summer blockbusters, they’ve focused on giving tiny-font media critics a run for their money. Now, some small-time regional radio station might get away with saying “MacGruber is the funniest SNL film in ages…”, in exchange for a press-junket gift basket. Not AOL. They’ve decided to show everyone how the big-boys play, by making EVERY STORY ON THEIR NEWS PAGE about the new Katherine Heigl / Ashton Kutcher movie.  The one that seems purpose built to obtain the lowest rating on Rotten Tomatoes.

Way to pick a winner! This will be like Coke Zero branding with Avatar’s release… If you replace “Coke Zero” with “AOL.” And “Avatar” with “Herpes.”

We’re not even saying “Space Herpes” (YouTube). I mean… Don’t they think that maybe, possibly, this could be a bad idea?

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HATEBOMB: KFC BUCKETS FOR THE CURE

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Paradox (noun): A self-contradictory statement that at first seems true

Remember when KFC had the urban myth floating around (Snopes), that they no longer referred to “chicken” on the menu and that their rebranding as “KFC” came as a result of the genetically modified, mutant stuff that they grew in a lab being legally unfit to call “chicken.” Which isn’t that crazy, when you consider the Kosher upheaval that resulted from Burger King disclosing that their white-meat Chick’n patties actually contained pork. The legal argument being that they never expressly sold it as “chicken.”

So who better to advocate for Breast Cancer, than those who deal in carcinogenic breasts all-day long? The fact eating at KFC might contribute to what eventually they support curing brings about another definition – vertical integration.

It’s almost like you can smell the bullshit emanating from the agency boardroom that came up with this fucking trash.

Does LonerBoner have to partner with whoever creates the “negative energy” meters for Scientology, to fabricate somesort of bullshit-meter / online app? Something that can weed through tweets and Read the rest of this entry »

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Pro Abortion Mini-Van

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Saatchi & Saatchi wanted to do something really clever in rebranding the mini-brand image. So they shot TV spots featuring two cool (too cool) young parents repping their cred in a hip-hop style campaign called “Swagger Wagon.” And then they bought up ad space today on YouTube, so everyone sees it.

Apparently Toyota is really into irony at the moment.

You know what else is really ironic? It looks like they cast the lead actress from the current film Greenberg, who’s entire roll consists of sleeping with random dudes and getting an abortion. We guess Saatchi & Saatchi passed that off as a deft way to ignore the “Mommy Syndrome” that goes along with promoting a mini-van.

Talk about “keeping it real.”

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Ad For Kids Movie?

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This ad campaign is currently everywhere. Apparently Dreamworks and company feel it’s not 100% tasteless to promote a kid’s movie as a pun on “What the Fuck Just Happened.”

But then again, if anyone had any sense of good taste they probably wouldn’t be working on another Mike Myers franchise.

Seriously, do they think 8-year olds get the joke? If so, we can’t wait for the inevitable McDonald’s tie ins. Kids will be saying “This Happy Meal tastes like Shrek” and “Go Shrek Yourself.”

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Ad For A Kid’s Movie?

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This ad campaign is currently everywhere. Apparently Dreamworks and company feel it’s not 100% tasteless to promote a kid’s movie as a pun on “What the Fuck Just Happened.”

But then again, if anyone had any sense of good taste they probably wouldn’t be working on another Mike Myers franchise.

Seriously, is the agency behind this trying to appeal to kids and assume that 8-year olds get the joke?

Can’t wait to see the taglines for the inevitable McDonald’s tie ins. Kids will be saying “This Happy Meal tastes like Shrek” and “Go Shrek Yourself.”

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Al Gore Walks Dogs?

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The hackneyed “Eco-Friendly” approach, now appears at every strata of advertising. People… It’s officially time for new ideas. Feel free to suggest your own “faux-green” ad in the comments below.

Related: Bottle Service of Haiti

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Absolut Targets Hipsters

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After the awful campaign (Absolut Crap) where they dressed up cutesy, indie icon Zooey Deschanel as a platinum blonde Barbarella, TBWA has taken a new approach.

First off they quietly commissioned the Spike Jonze Sundance short, featuring hipster robots hanging out in LA and listening to Pitchfork bands.  Which became a site where you can appreciate the naturalistic visuals of previously mentioned Lance Accord.

SHORT FILM: I’M HERE

Unless you stick around ’till the credits, you’d have no idea Absolut was funding this target on the forehead of hipsters. For the brand to ingratiate themselves with the PBR set makes sense, as these psuedo-blue collar fools eventually turn 40 and need to drink something else.

On that note TBWA has created an event space for 30 days in NYC, showcasing the genesis of the hipster era. Namely, the very 1999 notion that graphic design passes for art. To bolster this flashback, TBWA has enlisted the hipster version of Collette, a bookstore from the new cusp of gentrification out in LA (Miracle Mile area) called “Family.” Which already has a 10-min documentary on it, shot by Read the rest of this entry »

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