Melanie's Blog

Sunday, January 9, 2011

The Most Innovative Viral Video Ads of 2010

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!”

"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.

Monday, November 8, 2010

The Foundation of Newspaper and Magazine Advertising in America

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.

Friday, May 28, 2010

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

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.

Thursday, December 31, 2009

YouTube Most Watched Viral Videos of 2009

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.

Wednesday, November 25, 2009

Oprah Announces Her Daytime Show Will End in 2011

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

Tuesday, November 10, 2009

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

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