Russell Jefferys

15 Seconds of Fame

Unless you regularly tread the boards on Broadway; are the new face of a fashion house, fragrance, or TV show; or feature on the film poster of your latest silver screen production, it's unlikely that you'll ever have your name (far less likely your mug shot) up in lights in Times Square.  Until now.

A buddy of mine returned from NYC last week after a family wedding and a spot of retail therapy.  Greeting me from my inbox the next morning was this pic - and it got me thinking about the more creative use of branded content.

The idea, from US retailer American Eagle is innovative yet simple.  A creative execution with the primary objective of promoting the new flagship store at 46th and Broadway, customers can get their image, a quote and their name projected on a huge billboard right above the shop.

It's a popular promotion that taps in to our growing use of social media and desire to share moments and events.  Sent as an MMS or emailed to friends, family and colleagues; posted as a profile picture on Facebook (where the average user has 130 friends); or tweeted to countless followers, the American Eagle billboard begins to reach a far wider audience than just the crowd of New Yorkers and tourists in Times Square.

It feels 'personal' for every customer, provides a lasting memory of an unforgettable experience in an instantly recognisable location and convey's a positive message about the brand.

For each customer's 15 seconds of fame countless minutes of branded content are viewed globally.  The customer, in sharing their picture with friends, effectively endorses the American Eagle brand and steps in to the realm of brand advocate.  And that's not bad going for a 15 second ad spot.

Pringles Oversharers

Pringles Oversharers | Home

I came across @Pringles latest campaign the other day - a gentle 'poke' at all those who post banal updates on FB or Twitter.  The beauty of this idea is of course that Pringles has earned its position as being the authority on sharing - a positioning the crisp company have stayed true to ever since launch.

The campaign includes tips to 'help me stop' oversharing and a chance for individuals to name and shame their oversharing friends.

But the best bit is the ability to add the Pringles 'Overshare' button to Facebook, thus embedding branded content into our conversations. 

It wouldn't work if the brand didn't have credibility in this space - but it couldn't be more perfect for Pringles.

Accelerating Crisis Comms

Toyota’s attempt to restore credibility after 8m vehicles were recalled worldwide with mechanical problems is to roll out a £20m pan-European ad campaign that places emphasis on the role of its employees and their commitment to quality.

 

This week’s Marketing magazine (12^th May) quotes Toyota GB Marketing Director John Thomson as he sets out the vision for the new ads:

 

‘One of the strengths of Toyota is the strength of the team, and there is a feeling that during this period our people should be our voice.

 

‘It’s a personal commitment to quality by all our team members.  It’s a very human approach, and a very confident tone about what Toyota stands for.’

 

It strikes me that this could be too little too late.  Where was the ‘personal commitment’ when the story broke and millions of owners were left questioning the reliability and safety of their cars?  When press ads did finally appear, several days had passed with barely a murmur from the Toyota executive.  And did they have the desired effect?  Were they really reassuring to customers?

 

The new ads might be a step in the right direction but I can’t help but think that the thousands of workers who take pride in ‘their Toyota’ have been left to pick up the pieces by a distant, silent executive.  Toyota should have embraced online video, Facebook, Twitter and personalised email messages to customers right from the outset to explain the situation in a calm and understanding fashion and set out their response to the safety issues.

 

If the accelerator pedal breaks on your brand, do you have a crisis communication strategy in place?

Bikini Blitz for Brands

I'll admit that I'm not exactly the target demographic for the women-only outdoor group-fitness people Fit For a Princess.  But my wife-to-be is and it was with some excitement that she removed the bright pink flyer from our doormat and set about investigating their Bikini Blitz promotion.

The concept is a familiar one: take a large open public space (a park is ideal).  Get together a group of like-minded individuals who want to exercise regularly but are put off by busy, sweaty, smelly gyms (and the high membership costs) and who don't have the motivation to squat, crunch and stretch at home on their own.  Hold regular work-outs before work and at weekends.  Throw in the odd boot camp and you have a formula that has experienced huge popularity in London and, so it seems, is now making its way to the suburbs.

What impressed me most about Fit for a Princess was their content-rich website.  Rather than simply provide contact details and a location map, they have embraced fully the idea that by providing interesting articles, videos, a blog and e-books, customers will recognise Fit for a Princess as a leader in their field (no pun intended) and an authority on women's health and fitness. 

Most importantly, Fit for a Princess understand that providing all of this content on their website (and much of it free of charge) won't undermine the business model of getting women to turn up and pay around £5 for their fitness fix.  It's a common misconception among brands (of all shapes and sizes) that publishing valuable material and offering it to customers / subscribers / followers for free will lead to reduced sales.  Not so.  The way to create value (and generate more leads / enquiries / sales) is through creating inspiring, thought-provoking, useful content and to get it seen! 

Countless organisations would benefit from following Fit for a Princess' example.  If only there was a boot camp for out-of-shape brands...