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May 11, 20082 Comments

ON: The Role of Television

While I was born into the marketing arena as a digital practitioner during the 1.0 boom – I do not subscribe to the death of the :30 second spot theories. TV will not die. It will continue to evolve and converge with the Internet.

Now I know many of my fellow social media mavens do subscribe to the death of the :30 spot theory.  I simply do not.  Having had my first career as a journalist in broadcast for ABC news I understand the power that a mass vehicle.  Whether I was reporting from the courthouse steps or delivering a dog of the week report I knew though this mass vehicle I could get people to take action.  I understand that almost 100% if the consuming audience uses it as a place for entertainment, news and learning.  TV is not going away – but it has definitely changed.

Change will not happen in silos.  The best companies have combined creative and media in one place.  Big media planning and buying companies have yet to deliver new formats for us to test and measure against. 
When you combine the idea people with the media people what you get is a way to amplify  and engage the consumer.  Most recently I have begun working much closer with media outfits to change the formats that we deliver our conversation starters.

For instance, my most recent award winning work with Hershey’s, Kimberly-Clark, the Nestle’s / Dreyers Ice Cream brand Dibs has proven to be the right combination of creative and media.  The use of live promotions, content pods and lower third tickers during content time combined with the power of widgets, internet videos and websites have begun to deliver more engaging consumer conversation starters.
It is proving to be an area that more and more marketers are turning to.

This could not have happened without close partnerships with media properties like ABC / Disney and Viacom / MTVN.  My expereince with planning an buying companies has been that they have become the middle man. 

As we look into 2009 consider this equation.
TV + Internet + Mobile = the creation of long lasting conversations that drive volume.

ON: The Role of Television via @jpenabickley

May 11, 20081 Comment

ON: The Role of Television

While I was born into the marketing arena as a digital practitioner during the 1.0 boom – I do not subscribe to the death of the :30 second spot theories. TV will not die. It will continue to evolve and converge with the Internet.

Now I know many of my fellow social media mavens do subscribe to the death of the :30 spot theory.  I simply do not.  Having had my first career as a journalist in broadcast for ABC news I understand the power that a mass vehicle.  Whether I was reporting from the courthouse steps or delivering a dog of the week report I knew though this mass vehicle I could get people to take action.  I understand that almost 100% if the consuming audience uses it as a place for entertainment, news and learning.  TV is not going away – but it has definitely changed.

Change will not happen in silos.  The best companies have combined creative and media in one place.  Big media planning and buying companies have yet to deliver new formats for us to test and measure against. 
When you combine the idea people with the media people what you get is a way to amplify  and engage the consumer.  Most recently I have begun working much closer with media outfits to change the formats that we deliver our conversation starters.

For instance, my most recent award winning work with Hershey’s, Kimberly-Clark, the Nestle’s / Dreyers Ice Cream brand Dibs has proven to be the right combination of creative and media.  The use of live promotions, content pods and lower third tickers during content time combined with the power of widgets, internet videos and websites have begun to deliver more engaging consumer conversation starters.
It is proving to be an area that more and more marketers are turning to.

This could not have happened without close partnerships with media properties like ABC / Disney and Viacom / MTVN.  My expereince with planning an buying companies has been that they have become the middle man. 

As we look into 2009 consider this equation.
TV + Internet + Mobile = the creation of long lasting conversations that drive volume.

ON: The Role of Television via @jpenabickley

January 14, 20082 Comments

ON: Kimberly-Clark’ s Room-A-Day Giveaway

Where you watching the view this morning? 

TracyLocke, Kimberly-Clark and ABC's The View launched the Room-A-Day Giveaway promotion today.

Picture_8

Visit www.roomadaygiveaway.com or use the widget below to enter for a chance to win 1 of 16 $25,000.00 prizes.

ON: Kimberly-Clark’ s Room-A-Day Giveaway via @jpenabickley

January 11, 20083 Comments

ON: Kotex In Central Park

Splashnews_spl13595_015
Caught!!! 
The Kimberly-Clark Dancing Packages go celeb on TMZ! 
Watch them chase The View's Sherri Shepherd in Central Park on Wednesday.

Campaign Coverage:

Remember to watch The View to see our Kick-off show!  Grab the widget today! (install it on Facebook)

I am proud to have been one of the team leaders at TracyLocke that lead the creative campaign (TracyLocke developed the Room-A-Day Giveaway Promotion - Branded Entertainment on The View, TV Ads, RoomADayGiveaway.com, Widget, Radio,Print and In Store / Customer Marketing)

For those of you who are new to the promo - See how Rosie launched us!

ON: Kotex In Central Park via @jpenabickley

January 11, 20082 Comments

ON: Kotex In Central Park

Splashnews_spl13595_015
Caught!!! 
The Kimberly-Clark Dancing Packages go celeb on TMZ! 
Watch them chase The View's Sherri Shepherd in Central Park on Wednesday.

Campaign Coverage:

Remember to watch The View to see our Kick-off show!  Grab the widget today! (install it on Facebook)

I am proud to have been one of the team leaders at TracyLocke that lead the creative campaign (TracyLocke developed the Room-A-Day Giveaway Promotion - Branded Entertainment on The View, TV Ads, RoomADayGiveaway.com, Widget, Radio,Print and In Store / Customer Marketing)

For those of you who are new to the promo - See how Rosie launched us!

ON: Kotex In Central Park via @jpenabickley

January 6, 20088 Comments

ON: The Kimberly-Clark Room-A-Day Giveaway Widget

Over the last several months many of you that have followed me via Twitter and Facebook know that my life at TracyLocke has been focused on the creation and development of the Room-A-Day Giveaway promotion for the last 4 months.  From the Website to the Media to the much anticipated Dancing Packages widget, the team at TracyLocke has been having a blast delivering an integrated program that begins on January 15, 2008 kick-off on ABC's The View.

Today we will begin launching the Room-A-Day Widget which is a micro-application that brings back the fan favorite Kimberly-Clark Dancing Packages in a new and exciting way.  Through the use of a "distributed media" approach our Dancing Packages can appear on any HTML page that our core audience wants to post it to.  Designed to create buzz and generate sweepstakes entries, the Dancing Package widget facilitates portable content targeted to hard-to-reach Millennials and other social networkers.

For those of you not apprised of the "distributed media" or "widget" approach here are a few published facts. Chief Marketer in November named the rise of widgets as on of the top ten marketing ideas for 2008. 

The article went on to say:

“Mini-software applications, ‘widgets,’ provide unprecedented access to hard-to-reach targets, as Facebook and MySpace can attest. According to ComScore, 220+ million folks used widgets last May. iLike, which allows Facebook users to share iTunes playlists, grew to over 10 million users in 10 months. Slide, which creates slideshows and embeds them in social network homepages, claims to be the largest personal media network in the world, reaching 120 million viewers monthly. That's but the beginning of the widget avalanche.”

I am incredibly proud of the widget's daily sweepstakes entry functionality.  Having covered the branded widget space for over a year now - this is first time I have seen a branded widget that has functionality allowing viewers to directly enter a sweepstakes and maintain daily entries inside of a widget.  The sweepstakes functionality will be launched on Saturday, Jan. 12, 2008. 

There were many partners, trusted clients and coffee shops I must thank for helping TracyLocke and Kimberly-Clark push the envelope and take a risk on an idea that we hope starts a conversation with our core Gen-X Mom audience!  Today, I am happy to share The Kimberly-Clark Dancing Packages widget with you, my key influencers within the blogging community, whom I hope will enjoy playing with the dances and choosing the venue where they dance.  I encourage you to leave me comments and pass it on!

Please Join me later today for a live broadcast where we will be able to demo the functionality and talk about all the best practices that we helped developed in the creation of this widget!

Visit http://www.roomadaygiveaway.com/dance/

ON: The Kimberly-Clark Room-A-Day Giveaway Widget via @jpenabickley

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