Melanie's Blog

The Most Innovative Viral Video Ads of 2010

2011-01-09T20:14:00.035-06:00

The majority of people who are experts on social media platforms already follow an esteemed social media resource called Mashable. If you are a marketer, and not yet a follower, I would suggest you become one. The company is a top notch source for social and digital media, in addition to web technology.

It is tough for me to admit that I have only seen four of the top ten viral video ads reviewed by Mashable, especially since I keep up with social media and viral marketing. The viral video ads range from sports, technology, retail, automotive, to a PSA to name a few. Some are humorous to emotional to visual. I believe each viral ad is touching in their own way.

If you can, view the video before you read about the product or service message. See what catches your eye or stands out before you read what the advertising was for, who was the agency of record, and why the message worked.

The number one viral video is called “NSFW. A Hunter Shoots A Bear!” It was so engaging and creative that it kept my attention for a long time (in the viral video world). The British PSA is about embracing life.

“NSFW. A Hunter Shoots A Bear!”

Advertiser: Tipp-Ex
Ad Agency: Buzzman
Why It Works: What if you were a hunter and had to choose between shooting a bear or dancing with it? With a seemingly infinite number of responses to anything clever or dirty you might think of, this video from Tipp-Ex, a white-out tape, takes choose-your-own-adventure style videos to a whole new level. A distinctly old-school product does something brand new on the YouTube platform.

"Embrace Life"

Advertiser: Sussex Safer Roads Partnership
Ad Agency: Alexander Commercials
Why It Works: One of the most innovative videos of the year is a British PSA that encourages people to wear a seat belt. You expect it to be boring, right? But it takes your breath away with simplicity and emotion. It is a welcome respite from traditional scare-tactic PSA’s.

If you would like to see all the viral videos (and I suggest you do), please go to the Mashable web video site.

The 10 Most Innovative Viral Video Ads of 2010 is written by Josh Warner, the president and founder of Feed Company. Article is published Mashable.

The Foundation of Newspaper and Magazine Advertising in America

2010-11-08T14:34:00.025-06:00

When I started thinking of the foundation of print advertising, I saw it through the eyes of America. Research says that first American newspaper advertisement ran in The Boston News-Letter in 1704, begun by postmaster John Campbell. The newspaper advertisement was an announcement seeking a buyer for an estate on Oyster Bay, Long Island. At this time, the newspapers were heavily subsidized by the government and with little circulation were nearly a failure.

Two newspapers made their appearance in the 1720’s. Around 1729, a key figure in colonial American advertising was Benjamin Franklin who was the publisher of The Pennsylvania Gazette. Benjamin “changed advertising style by including simple illustrations to accompany the words” in his newspaper ads. Read More

In 1742 Benjamin Franklin printed the first American magazine ad which appeared in General Magazine. Benjamin Franklin was known as a key figure in American advertising who helped convince the public to buy his ideas as well as products in his magazine publications also. People say he was the saint of advertising. Resource

It is amazing when looking at the history of print advertising. My focus for this blog is America but it is important to note that America was behind the times in forms of print advertising in newspapers. For example, in the 17th century, advertisements began to appear in weekly newspapers in England (1625). In 1631 a French newspaper started carrying classified ads. Media History

Newspaper and magazine advertising are only two forms of advertising that started in America in the 18th century. I did not touch on clay tablets, word-of-mouth advertising, town carriers, notice boards, posters, enamel signs, and many other forms of advertising from BC to the 1900’s. I look forward to expanding my advertising blog to millenniums ago.

The History of "J - E - L - L - O"

2010-05-28T16:16:00.029-05:00

This morning when I was getting ready, the television was playing in the background. I heard the newest JELL-O® commercial which peaked my interest in learning more about the new ad.

I decided to surf the web to see the commercial in its entirety. It was a bit difficult to find since it was not on the JELL-O web site – shame, shame. When I finally found it on YouTube, I watched the full commercial. I then started looking for JELL-O classic commercials and print advertising. I thought that people of my age group would be most familiar with JELL-O because of the Bill Cosby commercials that started running in 1974. I also thought that those were some of the first commercials produced. Boy was I wrong! (At the end of the article I go into detail on the history of JELL-O starting in 1845.)

Marketing of JELL-O gelatin started by running print ads in 1902 in publications such a Ladies’ Home Journal where JELL-O was branded as ‘America’s Most Famous Dessert’ (prepared in the tin mold).
The next form of marketing media was through the radio airwaves including entertainers such as Kate Smith and Lucile Ball promoting the JELL-O products. In addition, JELL-O sponsored the radio program, The Jack Benny Show, for 10 years.

Before Bill Cosby’s debut, television personalities including Andy Griffith and Gomer Pyle, pitched your “favorite dessert”, JELLO-O. JELL-O Instant Pudding commercials were advertised on six network television shows including the Mame, Our Miss Brooks, Red Buttons, Rocket Rangers, Roy Rogers and The Bob Hope Show.
JELL-O brands have been featured or mentioned in many Hollywood movies, including “Some Like it Hot with Marilyn Monroe, Steven Spielberg’s Jurassic Park and teamed up with the video release of Mighty Morphin Power Rangers: The Movie. In addition, they have played parts in Kindergarten Cop, Corrina, Corrina, My Best Friend’s Wedding, The Muse, and Reindeer Games”.

Today JELL-O, owned by Kraft Foods, is used for almost anything you can imagine from gelatin to pudding to no bake desserts. Some examples are JELL-O molds, JELL-O pudding pop, JELL-O salads, additional dessert recipes, parties, wedding centerpieces, coins, art, and yes wresting. Currently there are more than 150 products that are sold under the JELL-O brand. Today with over “300 million boxes of JELL-O gelatin sold in the United States each year, it’s no wonder that JELL-O gelatin is ‘America’s Most Famous Dessert’.”

The timeline of JELL-O dates back to 1845, so below are brief points about the history:

1845: The industrialist, inventor and philanthropist Peter Cooper, of Tom Thumb obtained the first patent for a gelatin dessert.
1897: May Wait, a housewife from LeRoy, New York purchased the rights of an existing powdered gelatin and added sugar to the mix. The first fruit flavored gelatin flavors were strawberry, raspberry, orange and lemon.
1899: JELL-O was sold to Orator Francis Woodward, a neighbor, for $450.
1902: First JELL-O advertisement ran in Ladies’ Home Journal featuring smiling women in white aprons proclaiming JELL-O gelatin as “America’s Most Famous Dessert™"
1920’s: This time period of JELL-O gelatin advertising included some of the most beautiful food illustrations ever created by outstanding artists.
1923: JELL-O is the first sugar-free gelatin dessert
1950’s: Campaigns positioned JELL-O as a treat and a festive dessert to be served with pride.
1953: JELL-O gets celebrity backing and was promoted as “Busy Day Desserts,” stressing that it's never too late for real homemade desserts, and were advertised on six network television shows.
1971: JELL-O Pudding Treats were introduced
1974: Comedian Bill Cosby became the spokesperson for JELL-O pudding that last for 30 years.
1981: JELL-O® Gelatin Pops® were introduced
1990: JELL-O® JIGGLERS® debut
1996: JELL-O gelatin in space made news in June, the JELL-O® Museum opened in NY, and JELL-O advertised started in NYC Times Square

*Most of the information can be found http://bit.ly/meljel.

YouTube Most Watched Viral Videos of 2009

2009-12-31T19:32:00.006-06:00

I was an avid watcher of the Ally McBeal FOX series which aired from 1997 – 2002. Looking back at the show the one thing that stands out is the “Dancing Baby”. I have to admit when I first saw the video I thought it was really “out there” but the show seemed to suck people into Ally's baby dancing fantasy sequences.

If you live in cave, the “Dancing Baby” was 3D model of a baby and various animations of that baby dancing for several seconds. The Wikipedia says that the dancing baby “originated with a model from Viewpoint Datalab's model bank” and was a “collection of experimental testing data and files (skinning and motion)” that was released as a 3D character animation software product in the Fall of 2006. Learn More

Why am I providing you a history of the “Dancing Baby” you ask? Experts say this was the start of viral videos which surfaced in 1996.

I watched the Good Morning America show that reviewed the three most watched viral videos of 2009. The top viewed video was the singer Susan Boyle from the show Britain’s Got Talent. After the show aired I received hundred’s of responses from my Facebook and email accounts. Most people were captivated by her beautiful voice and wanted to share it with their friends. At the end of 2009, the viral video had over 83 million hits on YouTube. Talent

The second place viral video was called David after the Dentist with over 43 million viewing. I find it interesting that people though a kid with laughing gas after his dentist appointment was that hysterical. Personally I thought it was overrated and felt bad for the kid. David

The third place viral video for 2009 was JK Wedding Entrance Dance with over 37 million views. I thought the concept of dancing at the wedding was sweet and engaged the audience. Wedding It was not my cup of tea but the family and audience seemed to enjoy it. A wedding video that I though was awesome went viral over two years ago, but I still enjoy watching it: Wedding Dance First as a Couple FUNNY Baby Got Back. Funny Wedding

Why did I write this article on viral marketing? Because it is here to stay, and if your company does it correctly, it can be an effective, strategic marketing technique.

Oprah Announces Her Daytime Show Will End in 2011

2009-11-25T22:33:00.015-06:00

Anyone who watches television, uses the internet, or listens to the news knows who Oprah Winfrey is. She is a phenomenon. Oprah currently stands out as the highest-rated talk show in American television history and also has the longest-running daytime television show in the United States.

Oprah debuted her first national broadcast show on September 8, 1986. I have to admit that after I started watching the first show I was hooked. In the mid eighties talk shows focused more on sensationalistic social issues so Oprah initially followed show formats such as Phil Donahue, Arsenio Hall, and Jerry Springer.

Oprah eventually transformed her talk show image as a positive, spiritually uplifting experience by featuring book clubs, celebrity interviews, self-improvement segments, and philanthropic forays into world events.

Some of Oprah’s shows that stand out are when Tom Cruise jumped onto Oprah’s couch professing his love for Katie Holmes, Michael Jackson attempting to clear his name to the public regarding his skin-pigment disorder, Oprah being sued by Texan cattlemen when she said she would stop eating burgers for fear of getting mad cow disease, leading a wagon of fat that represented the weight she had lost, and opening a leadership academy for girls in South Africa.

On November 20, 2009 Oprah stunned her audience by announcing that her show would be ending in September 2011. Oprah said “I knew then what a miraculous opportunity I had been given, but I certainly never could have imagined the yellow brick road of blessings that have led me here. These years with you, our viewers, have enriched my life beyond measure. You all have graciously invited me into your living rooms, into your kitchens, into your lives. Your trust in me has brought me the greatest joy I have ever known.” Source

Oprah will be missed as a day time talk show host as the curtain closes on her show. The press says Oprah will be starting her own 24-hour cable network that “reflects her vision, values and interests” after her daily talk show ends. I feel certain it will be a success. Read More

Who Doesn’t Like a Free Endorsement by a Hollywood Star?

2009-11-10T12:36:00.009-06:00

In order to prepare for his latest role in X-Man, Hugh Jackman worked six months with a personal trainer. I found the article interesting because Hugh not only worked with the trainer, but also used a supplement. The all natural muscle builder is called Muscle Might.

Hugh was interview on Jay Leno and said “I'm not much of a scientist when it comes to building muscle, but the results I saw surprised me.” He also said “In three months I gained 33 pounds of pure muscle and lowered my body fat to 5%." Stats

The owner of Muscle Might, John Hullman, was surprised by Hugh’s endorsement and said “We knew he was using our product but we didn't know he would mention us on such a big medium such as the Jay Leno show. This is certainly any business owner's dream, and we are very thankful for him putting us out there in front of more people that want to gain muscle mass and lose body fat in a healthy fast way." Read More

Hugh’s unintentional endorsement helped sales of Muscle Might increase to 15% their average sales. Also helpful was the link listed in this article to Muscle Might’s web site. I was curious and took a look! Muscle Mights

Is Beauty Only Skin Deep?

2009-10-21T14:05:00.004-05:00

Most woman (especially in the U.S.) are taught when young the importance of being beautiful. To break the barrier, Dove has been instrumental in spreading word of self-esteem through their “campaign for real beauty” which was launched in 2004. Self-Esteem Messaging

Dove defines real beauty through their mission of making “women feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring women to take great care of themselves.” Beauty

As a marketer, I researched the statistics and found that every three households in the U.S. use a Dove product and it is the number one personal wash brand. I use several Dove products myself. Stats

The self-esteem crisis affecting Austin girls is ranked among the top ten locations with the highest percentage of girls (19%) who believe they’re not good enough daughters. I am proud that Dove is messaging through multiple media outlets the “Dove Self-Esteem Awareness Measurement”. The message communicates that self-esteem encompasses “an overall sense of self-acceptance, confidence and emotional orientation among American girls.” Read More

Knowing the message that Dove portrays and watching this video opened my eyes to a new perspective on the internal and external view of beauty.

Mud Fest at the ACL Did Not Ruin the Event

2009-10-12T22:58:00.035-05:00

Austin City Limits Music Festival, ACL, was a big hit this year, despite the weather conditions.

I attended all three days of the event. Every day was a bit different due to mother nature. Friday the temperature was 85 with a nice breeze. We could not have asked for better weather as last year it was around 100 degrees. On Saturday it rained most of the day, but I was prepared with a heavy raincoat and hat. The weather was not going to ruin the event for me. Sunday we were fortunate that it did not rain all day. But the mud festival was a different story.

As a marketer, I was interested in the sponsors of the event. They included AMD, Xbox360°, Austin Ventures, BMI, HEB, and Heineken. It was exciting to have causes represented this year through local non-profits including LIVESTRONG and Lady Bird Johnson Wildflower Center. With all the sponsors support we were fortunate to have the “greatest and most affordable music experiences in the world.” Read More

Some statistics of the event included: Read More
o 130 bands performed on 8 stages over 3 days of music
o 700 bartenders served beer, wine and water to thirsty fans
o 650 port-o-potties lined the park
o 700 trash and recycle containers were scattered throughout the park
o 300 guards and 150 police officers helped watch keep everyone orderly, safe and secure
o 50,000 feet of fence lined the park.

Some of my favorite bands were Kings of Leon, Thievery Corporation, and Asleep at the Wheel, (Friday), Dave Matthews, Ghostland Observatory, and The Scabs, (Saturday), and B52’s, Toadies, Ben Harper and the Relentless, and of course Pearl Jam (Sunday). See the Bands

All the hoopla about the mud and ruining the park was misconstrued. The “grass and root system are still intact, C3 said” and they are prepared to “repair any damage to the park.” C3 Comments

A Nostalgic Look at the Houston Rockets’ Branded Uniforms

2009-09-28T15:54:00.026-05:00

Men and sports. Two things that go together like apple pie and ice cream. Since my dad and brother were sports enthusiasts, I would watch them glued to the T.V. any time a sports event was on.

When I was a kid I was lucky to get prime seats for some of the Houston Rockets’ basketball games. My cousin was a score keeper and my family knew friends that also had season tickets. It was most exciting for me to go and see the live games.

As a young marketer in training, I enjoyed looking at the uniforms and the brand that the Rockets had generated. Recently, when I heard about the unveiling of their new uniforms, I was interested to see them. I decided to go down memory lane and think back to history of their gear: The Rockets were the San Diego Rockets from 1967-1971, where they became the Houston Rockets in 1971 and remain today. The Houston Rockets’ colors in 1971 were red, white, gray, and yellow and have had variations over the years.

The new marketing campaign and brand that the Rockets fired up is called “We Are Red Nation” and included the unveiling of the new Rockets’ uniforms. The statement was intended to “Unite the Rockets global community and build on the ‘redification’ of the city of Houston….with the launch of the Rockets’ enormously successful ‘Get Red’ campaign,” said Rockets’ Marketing Director Ken Sheirr. With “Get Red! We wanted to stress fan, partner and community-wide activation.” Read More

The new uniform is somewhat retro with the ketchup and mustard color and bring back the nostalgia of the “franchise’s glory days of the early 80’s and mid 90’s when Ralph Sampson, Moses Malone and Hakeem Olajuwan patrolled the paint.” Read more

What do you think of the Rocket’s new gear?

Rockets unveil new uniforms @ Yahoo! Video

A Brand Built Around a Band. “Livestrong” Concept Branches Out.

2009-09-23T09:58:00.003-05:00

Nike in 1996, was searching for “a way the company could recognize the cyclist ahead of his bid to win an unprecedented sixth Tour de France.” When the Nike executive made the proposal to Lance’s agent Bill Stapleton, he thought it was a “stupid idea”. Who knew the wristband would raise money and awareness in the battle with cancer?

As a marketer I was most interested in learning about the wristband supporters and media exposure. (and of course the money that was raised) Some of his supporters include: Nike, AMD, HP, American Century Investments, Oakley, and most recently Dick’s Sporting Goods. The media that raised awareness was the “Today Show”, Nike athletes, Oprah, Senator John Kerry, and many more.

Most people have a passion for Livestrong and the brand’s recognition is astronomical. “The brand’s success has allowed the Lance Armstrong Foundation to create its own endowment and raise more than $300 million to fight cancer.”

Read More

Who Said Commercials Lose Their Touch after 30 Years?

2009-09-16T17:27:00.012-05:00

For an advertising junky, super bowl ads are some of my favorite. I have to admit that my breaks are NEVER during the commercials.

Who around the age of 40 and above does not remember 1979's famous "Mean Joe Greene” Coke ad? Admit it, you do! The price of a 30-second commercial in 1979 was a cheap $185K. Read the Stats:

This year was the 30 year anniversary of the Coke ad featuring Troy Polamalu and Coke Zero®. A average 30-second ad was a pricey $3 million. Read More:

Mean Joe Greene Coke Ad:

Troy Polamalu Coke Zero® Ad:

Is Social Media a Fad?

2009-09-01T14:19:00.011-05:00

I saw a YouTube video that I found very interesting. It addressed the social media revolution. The video peaked my interest in learning more about how audiences today view social media tools.

The video provided statistics (not sure how valid they are) on how past media vehicles are rated such as television, radio, and newspapers compared to today’s social media. Wikipedia says that social media: “supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues into social media dialogues”. Social media can cover anything from Facebook, LinkedIn, Twitter, Blogs, Myspace, YouTube, Bebo, Orkut, Flicker, Digg, etc.

When I saw the video over 400,000 people had viewed the video and over 1,800 rated the video 4.5 out of 5 stars. To learn more about the ratings I looked at the text comments.

Reponses to the video were all over the map. Some people said the information provided was inaccurate; social media will be the deterioration of human contact; many social media sites have not made any money; new media can not totally replace old mediums; from positive feedback such as social media is here to stay; offers new communications tools; and is a tipping point in communication.

If you have trouble viewing the video, click here.

What are your thoughts about social media?

Unshakable Faith

2009-08-23T18:22:00.011-05:00

The Mumbai terrorist attacks killed two pilgrims from Virginia, but not their companions' belief that everything, and everyone, is connected.

I created my blog to communicate my marketing, professional, and creative background, but I thought I would share something personal. My mom was one of many who were attacked by the Mumbai terrorists on November 26, 2008. My mom said: “I am very grateful...full of gratitude for my small part in this Mumbai ordeal.”

It is a long article, but beautiful to read.

ACL to be Recognized as Official Rock and Roll Landmark

2009-08-14T22:24:00.010-05:00

I realize that I have mentioned Austin KLRU-PBS station several times, but this news is very exciting!

"The Rock and Roll Hall of Fame and Museum today announced that Austin City Limits will be officially designated an historic rock and roll site as a part of the Museum’s Landmark Series this coming October."

Read the rest of this entry »

"Shout Out" to KLRU Volunteers

2009-08-14T22:07:00.004-05:00

Sara Childress, Membership Manager for KLRU, thanks fundraising Austin City Limits volunteers. Each volunteer brings "something unique to the studio," Sara says.

KLRU has raised $186,000 towards purchasing the quality programs. If you would like to support KLRU-PBS, please make your donation to klru.org/support.

New York Bright Lights

2009-08-04T19:02:00.010-05:00

Recently I went to New York City for a fun filled vacation. I stayed close to a landmark for me, The Carnegie Deli, where I dined frequently as a child when visiting NYC.

The first thing I wanted to do after I checked into the hotel was walk down Broadway and see Times Square. My background in marketing and advertising made be curious to view the diverse electronic screens and massive, striking billboards.

It was not hard to get a 360 view of Times Square since it is closed to vehicles on Sundays for onlookers. It felt like I was at a concert as most people were sitting in chairs looking at the amazing lights, sounds, and people watching.

After the vacation I was interested in learning more about the history of advertising in Times Square, so I did a web search on primary search engines. Finding statistics on how much it costs to do various forms of advertising was not easy. Money does not matter to a serious company that can afford the cost. One source said that it costs “$125,000 to $300,000 a month to advertise on a regular billboard….and if electronic with TV screens can cost anywhere from $3 million to $5 million dollars.” Read More

Here are some interesting facts and also articles that I read:
• 500,000 people go through Times Square every day - 250,000 employees and residents and 250,000 additional in tourists and passersby...Learn Why
• A sign in Times Square receives an estimated 1.5 million impressions per day...Learn More
• Every day, more than 10 million viewers see live shots of Times Square through nationally televised programs like Good Morning America...Why do you watch?
• General Motors, that has advertised in Times Square since the 1930’s, is being allowed to cancel its sponsorship deals as part of its bankruptcy filing...Read More
• Coca-Cola unveils it new billboard that is now illuminated by clean wind power...Learn How Coca-Cola Goes Green
• What would you do if outdoor advertising was banned in Times Square?...What are your Thoughts?
• Walgreens unveils the nation’s largest, most advanced digital super-sign...Read How

Volunteering at the Austin PBS Summer Pledge Drive

2009-08-04T00:21:00.004-05:00

On Sunday, August 2nd I had the opportunity to participate in the PBS channel's summer pledge drive. My role was to take calls to assist in the fundraising for Austin’s KLRU-PBS station.

The program that I supported featured Willie Nelson and Asleep at the Wheel, which was taped earlier this year for Austin City Limits’ 35th anniversary season. The new episode marks the first time the two recording legends have shared the ACL stage. I met Ray Benson from Asleep at the Wheel which I enjoyed because I have heard the band many times and danced to their music at Broken Spoke, Austin and Gruene Hall, New Braunfels.

I have been involved with KLRU-PBS since my internship at the UT College of Communication. I was selected to volunteer at the PBS station to support my Bachelor of Science in Advertising degree. The UT communication department has grown into one of the top programs in the country and continues to strive toward best serving its students and the advertising/pr industry.