June 27, 20071 Comment

ON: Diageo’s Buzz Launch Formula

I was perusing the blogs today and rolled across B. Bonin Bough's post on what I think is one of the best communication strategies I have seen in a long time. Enter the Buzz Launch Formula.

070619_diageochar_lrg

While it is not visually appealing (could use some art direction and sit in an Experience map format) it drives home a fantastic approach to the latest ways consumers consume media.  The above chart outlines the societal call to action to help America figure out the drink for them.

They are bringing together an expert panel of behaviorists, mixologists and
tasteologists, who will survey the drinkers of America in their natural
habitats: bars and liquor stores. They will also be our viral launch
team, which will announce the creation of the new science. This will
help people identify the drink for them and eventually drive people to
take an online survey.

a combination of PR and social media outreach use a survey as a platform to discuss people's deeply rooted drink preferences.

  • The drink generator  is and overlay survey data on top of
    the simple 20-question algorithm format that has created successful
    campaigns like Burger King's "Ask Vader." From a development
    standpoint, it must be extremely flexible to have the ability to exist
    on mobile phones, in banners, on kiosks and other data sharing formats.
  • The tactical roll out seemed to be spot on for this audience....every touch point, allow consumers to discover "The Drink for You."

    Point-of-sale:

    • In store: a kiosk machine will be placed in areas where the target
      audience shops. When consumers have completed entering their data, the
      machine will allow them to email and/or text the drink to themselves
      and friends. Then a coaster -- that doubles as a coupon -- of the
      "Drink for You" will be given to the consumer.
    • In bar: a similar kiosk will encourage the consumer to complete a
      short questionnaire and deliver the "The Drink for You" on a branded
      coaster that can be given to the bartender to serve the drink on. The
      machine will give the user the option of emailing and/or texting the
      drink to friend or themselves. He or she could also print multiple
      coasters for their friends and take them home with them at the end of
      the night.

    Mobile: When someone receives a text from a friend
    -- which could be sent via online, kiosk or other cell phones -- the
    user will be prompted to answer a series of questions by texting back
    and forth. These questions will determine "The Drink for You." In the
    final response, users are sent their drinks. When users are finished,
    they can email it to themselves and/or friends. They will also be able
    to forward the drink text to friends, who will then be prompted to
    answer a series of questions. Diageo then interacts with consumers,
    literally wherever they are.

    Banner/advertorial: Diageo will buy banner ads on
    target-specific websites. When the user rolls over the banner, it will
    drop down to have an aggregator of recently created drinks. The series
    of questions will also be housed inside. The user will then have the
    ability to develop the drink while remaining in banner.

    Social media: To gain ubiquitous awareness, we will
    create a digital coaster of a chosen drink that links back to "The
    Drink for You" creator. This will become a consistently recognized
    stamp and proof of Diageo's commitment to drinkers everywhere. Users
    can post their virtual coasters to their blogs, use it as their profile
    pictures, amend their email signatures, forward it to friends and print
    it for use at their next outing.

    Surround search and outreach: Focus on terms, from
    drinks to dating to recipes. Distribute/pitch content, stories, data
    and "TDFY" generator widget to top results

    PR: Leverage the scientific nature of the questions
    with a Diageo behaviorist available for commentary on how tastes drive
    everything from behavior to success. As data grows, we get an aggregate
    insight into the taste buds of America and one day the world.

    Pursue online partnerships and celebrity tie-ins:
    As the movement explodes begin to compile celebrity drinks. Hold drink
    compatibility parties. For example, a Match.com partnership may include
    a series of parties where matches are found based on tastes, a la "what
    does you next date taste like?"

    all together this is a great way to approach an idea.  Weighing all the media options as I often do it is interesting that the above does not approach this from a TV-centric though process of throw up a commercial and get awareness... the engagement is baked in an knows that awareness alone is not enough to sell product.

    ON: Diageo’s Buzz Launch Formula via @jpenabickley

    June 27, 20072 Comments

    ON: Diageo’s Buzz Launch Formula

    I was perusing the blogs today and rolled across B. Bonin Bough's post on what I think is one of the best communication strategies I have seen in a long time. Enter the Buzz Launch Formula.

    070619_diageochar_lrg

    While it is not visually appealing (could use some art direction and sit in an Experience map format) it drives home a fantastic approach to the latest ways consumers consume media.  The above chart outlines the societal call to action to help America figure out the drink for them.

    They are bringing together an expert panel of behaviorists, mixologists and
    tasteologists, who will survey the drinkers of America in their natural
    habitats: bars and liquor stores. They will also be our viral launch
    team, which will announce the creation of the new science. This will
    help people identify the drink for them and eventually drive people to
    take an online survey.

    a combination of PR and social media outreach use a survey as a platform to discuss people's deeply rooted drink preferences.

  • The drink generator  is and overlay survey data on top of
    the simple 20-question algorithm format that has created successful
    campaigns like Burger King's "Ask Vader." From a development
    standpoint, it must be extremely flexible to have the ability to exist
    on mobile phones, in banners, on kiosks and other data sharing formats.
  • The tactical roll out seemed to be spot on for this audience....every touch point, allow consumers to discover "The Drink for You."

    Point-of-sale:

    • In store: a kiosk machine will be placed in areas where the target
      audience shops. When consumers have completed entering their data, the
      machine will allow them to email and/or text the drink to themselves
      and friends. Then a coaster -- that doubles as a coupon -- of the
      "Drink for You" will be given to the consumer.
    • In bar: a similar kiosk will encourage the consumer to complete a
      short questionnaire and deliver the "The Drink for You" on a branded
      coaster that can be given to the bartender to serve the drink on. The
      machine will give the user the option of emailing and/or texting the
      drink to friend or themselves. He or she could also print multiple
      coasters for their friends and take them home with them at the end of
      the night.

    Mobile: When someone receives a text from a friend
    -- which could be sent via online, kiosk or other cell phones -- the
    user will be prompted to answer a series of questions by texting back
    and forth. These questions will determine "The Drink for You." In the
    final response, users are sent their drinks. When users are finished,
    they can email it to themselves and/or friends. They will also be able
    to forward the drink text to friends, who will then be prompted to
    answer a series of questions. Diageo then interacts with consumers,
    literally wherever they are.

    Banner/advertorial: Diageo will buy banner ads on
    target-specific websites. When the user rolls over the banner, it will
    drop down to have an aggregator of recently created drinks. The series
    of questions will also be housed inside. The user will then have the
    ability to develop the drink while remaining in banner.

    Social media: To gain ubiquitous awareness, we will
    create a digital coaster of a chosen drink that links back to "The
    Drink for You" creator. This will become a consistently recognized
    stamp and proof of Diageo's commitment to drinkers everywhere. Users
    can post their virtual coasters to their blogs, use it as their profile
    pictures, amend their email signatures, forward it to friends and print
    it for use at their next outing.

    Surround search and outreach: Focus on terms, from
    drinks to dating to recipes. Distribute/pitch content, stories, data
    and "TDFY" generator widget to top results

    PR: Leverage the scientific nature of the questions
    with a Diageo behaviorist available for commentary on how tastes drive
    everything from behavior to success. As data grows, we get an aggregate
    insight into the taste buds of America and one day the world.

    Pursue online partnerships and celebrity tie-ins:
    As the movement explodes begin to compile celebrity drinks. Hold drink
    compatibility parties. For example, a Match.com partnership may include
    a series of parties where matches are found based on tastes, a la "what
    does you next date taste like?"

    all together this is a great way to approach an idea.  Weighing all the media options as I often do it is interesting that the above does not approach this from a TV-centric though process of throw up a commercial and get awareness... the engagement is baked in an knows that awareness alone is not enough to sell product.

    ON: Diageo’s Buzz Launch Formula via @jpenabickley

    December 21, 2006No Comments

    ON: Starbucks

    Picture_10

    When reading through the Starbuck Gossip blog what you find is that if read enough and you’ll notice that consumers wonder about things we’d never think that they’d wonder about. Like all consumer generated content, many of the comments are more telling than the initial posting.

    ON: Starbucks via @jpenabickley

    October 18, 2006No Comments

    Is Your Brand Safe?

    Are you pro or against working with ad networks?
    Why?

    If you, either through an internal department or an agency, work with ad networks, are you happy with the placements your ads get through ad networks?
    Why or why not?

    What is your biggest fear about relying on ad networks for the placement of your ads?
    How have you tackled this?

    Should mid sized & smaller publishers (the interactive ad long tail) be made to categorize their content in an open market place?

    If so who should regulate and publicize publisher compliance?

    If there were such a service would you pay for membership that helped protect brands through categorization and fine based penalties for non compliance?

    Add to Technorati Favorites

    Is Your Brand Safe? via @jpenabickley

    October 18, 2006No Comments

    The Online Ad Game

    There are so many aspects to the online advertising space that confuse marketers and agencies who act as the client advocate in the interactive space. After conducting a number of industry interviews with ad agencies and advertisers I have found that there is market confusion around ad networks and the safety of your brand.

    Over the next few posts I thought I would address some high level issues and recruit your feedback and ideas in this forum to begin an open dialog with the best of our industry in order to develop a strategy and possibly an organization that will begin to guide the interactive ad industry in a positive direction that will inevitably lead to larger online ad spending from advertisers for 2007.

    Ad Networks
    Historically, an organization charged with the representation of advertising space for a group of Web sites for the purpose of maximizing revenue and minimizing administrative costs through aggregation. The role of an Internet advertising network is to transact, serve, track and report the distribution of creative from advertisers to publishers using an efficient, interactive marketplace.

    Today they have become sophisticated operations designed to allow advertisers to place their advertising materials in front of selected individuals.  The typical selling proposition of a network is that these individuals are good prospects for the particular product or service on offer. But ad networks differ in several ways, including:

    1. How the your audience or individuals are selected or targeted
    2. The range of publishers' sites on which the advertisements may appear

    A network can also be categorized according to the nature of the financial arrangement between the advertiser, the network and the publisher.

    1. The True Network= bases on revenue sharing agreements across a wide range of sites
    2. Arbitrage network = buys unused, unwanted remnant inventory at bargain prices in hopes of repackaging and reselling it profitably
    3. The Broker network = simply manages the transactions and adds little value for advertisers.

    The beauty of the Ad Network, dependant on type, business emphasis, organization and approach, is that most networks offer a range of options, including demographic, geographic and dayparting. Many allow advertisers to mix and match various types of selectivity, creating a near infinite range of possibilities for finding specific categories of prospects and serving them targeted messages.

    So why do Ad Networks have such a bad rap with advertisers and agencies alike?

    One answer could be….
    While ad networks offer increased reach ad networks also offer less control for brand advertisers. Marketers placing impressions on an ad network will be challenged to keep tabs on where their advertising appears. Marketers are justly vigilant about protecting their brand -- especially online, where they must inevitably give up a degree of control -- but ad networks can be particularly frustrating.

    1. Who do you hold responsible when you brand shows up on inappropriate content?
    2. How can you hold the agency, ad networks or publishers accountable?
    3. Is your Brand truly Safe without some sort of industry standard categorization of content?

    Sound off...

    Add to Technorati Favorites

    The Online Ad Game via @jpenabickley

    October 5, 2006No Comments

    ON: 56% of Active Gamers Are Online, 64% Are Women

    Among the roughly 117 million "Active Gamers" in the U.S. in 2006, more
    than half (56 percent) play games online, and 64 percent of all online
    gamers are women, according to Nielsen Entertainment's third annual Active Gamer Benchmark Study, released
    Thursday. Moreover, though teenagers still constitute the largest
    percentage (40 percent) of active gamers, more than 15 million of those
    gamers (almost 8 percent) are now 45 years old or older.

    Although women make up nearly two-thirds of all online gamers, men
    outnumber women in the overall videogame universe by more than two to
    one. And although older females make up the largest percentage of
    casual gamers, active gamer teens and young adults comprise a
    considerable portion of this market, with more than half playing casual
    games an hour or more a week.

    The social elements of videogames are becoming an increasingly
    important part of the gaming experience, with those in the active
    gamers category spending more than five hours a week playing games
    socially. Some 64 percent of active gamers play on PC-based systems,
    which offer users connected experiences through massively multiplayer
    online games (MMOG) that other platforms cannot yet match. Personal
    computers also are the platform of choice for players of casual games,
    especially among women.

    TOLD YOU SO...

    ON: 56% of Active Gamers Are Online, 64% Are Women via @jpenabickley

    October 5, 2006No Comments

    ON: Google’s Mashup Dance

    Google Gadgets
    now allows anyone to add them to any page, not just your Google
    personalized homepage. Here's a sample; try it out for yourself and get
    the code for your blog, MySpace page, or whatever site you have. More
    info at TechCrunch.  See below.

    ON: Google’s Mashup Dance via @jpenabickley

    October 3, 2006No Comments

    ON:The Black Dahlia

    Picture_6_1

    Entertainment properties are quickly showing a move towards in video ads and a user interface that makes you, the consumer, a part of the movie magic.  I cannot comment on the movie.  but the ads and microsite exude creative hotness and an awesome experience.  Visit the http://webapp1.latimes.com/theblackdahlia/ to jump in to the storyline.

    This campaign, launched by Universal and the Los Angeles Times, marks
    the first integrated print, online and out-of-home campaign using
    actual news stories -- pulled from the Los Angeles Times archives --
    about the notorious and still unsolved "Black Dahlia" murder that
    stunned Los Angeles in 1947.

    Traffic was initially driven to the minisite by Los Angeles Times,
    Chicago Tribune and Newsday ad inserts. Ads have also been place on the
    latimes.com website driving audiences to the minisite.

    ON:The Black Dahlia via @jpenabickley

    October 3, 2006No Comments

    ON: Converging Channels

    081474281501_ss500_sclzzzzzzz_v62220904_
    I've been reading Convergence Culture by Henry Jenkins. It's
    brilliant - lots of great ideas and required reading for anyone who works to drive consumers to a brand.

    One form of convergence he covers is something I have been evangalizing for years -
    the flow of content across multiple media platforms. The  book dedicates a chapter to
    The Matrix films as a cross channel narrative.  The story that unfolded across different
    platforms.  Rather than there being a film narrative that has spin offs, key
    elements of The Matrix story are in the video game, the animations, the
    comic books. He argues
    that few consumers will be able to dedicate the time required to get
    the whole
    picture, which is why cross channel or "transmedia" storytelling drives the formation of
    knowledge
    communities - communities that share information – and triggers word of
    mouth.   I know this to be true as I had a hand in shaping this creative thinking.

    That said, i have used the same strategy in some of my most sucessful brand efforts for Jim Beam Brands.  See one of my most sucessful marketing case studies - Knob Creek for an example of this.

    Picture_5_2

    Since there are so many elements to the story, every member of the community is
    likely to have something to share, some social currency to trade, so communities
    form and information is passed around the network.

    The model that has held the industry's collective imagination for the last few
    years has been media neutral planning. In essence, this is the belief that we
    should develop a single organising thought that iterates itself across any
    touchpoint.  See another explantion of this in my cross media plans / experiences was the great chase.

    Want the formula?  read the book.

    ON: Converging Channels via @jpenabickley

    September 12, 2006No Comments

    ON: The Art of the Unlaunch

    Product development cycles are long and iterative, so much so that it presents some significant PR challenges.  As I have embarked on the development of products dircted at the agency market, I am looking to build in open source innovation and industry buzz to my process.

    A recent articilce in Media Gurilla caught my eye. 
    Not sure if this is the right method, but the post was definatley worth a read.  Read post at: http://mmanuel.typepad.com/media_guerrilla/

    ON: The Art of the Unlaunch via @jpenabickley
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