Brand Building

Jennifer Aniston Heineken Commercial

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May 9  |  Brand Building  |   Ryan Clark

I’m a sucker for good/bad/rare ads and usually you’ll find Heineken in the mix. Obviously with my recent post on their latest advertising wonder, I just had to drum up one more for you folks this week. This one features Jennifer Aniston and while nothing too special, she provides enough star power to build enough brand buzz for the delicious beer company. I promise this will be the last Heineken commercial for a while!

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Miracle Whip & Pauly D Make For Great Marketing

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April 25  |  Brand Building  |   Ryan Clark

I recently saw the Miracle Whip ads coming out since I was home over the Easter Weekend. I don’t have cable at home, so I sometimes miss these unique ads that hit the cable networks. While Pauly D is only a fraction of the commercial, it’s how he was involved that got me interested enough to write about it. Instead of a boring run of the mill ad, Miracle Whip did something very different. The commercial you see below showcases both lovers and haters of Miracle Whip. This was a smart idea, and kudos to the marketing department who came up with it. They didn’t stop there either, the company has encouraged Youtube users to make their own love/hate response which is crucial to brand buzz. Instead of being forgotten in a couple of weeks, they’ll have built up long lasting hype with their fans. Just for the record, I’m a Miracle Whip lover!

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Dairy Queen Shaving Bunnies Commercial FAIL

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April 22  |  Brand Building  |   Ryan Clark

If you’re going to attempt to ride the wave of success Old Spice had with their viral commercials, at least do it right. Dairy Queen recently launched an ad with rainbows on fire and bunnies shaving some weirdo who likes like he should be doing the Brawny commercial. While I imagine this commercial will neither increase nor decrease sales, it does however make me question big brand marketing departments heavily. I know I’m forced to talk about it, and that will make some claim that it’s working…but someone had to bitch about it. Back to the drawing board DQ! Get back the team who did the flamethrower burger commercial!

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Big Brand Video Marketing: Let The Consumer Have Some Fun

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April 3  |  Brand Building  |   Ryan Clark

Big brands have a huge opportunity to have a little fun with their fans. and perhaps give your viral marketing team a breather. We’re all consumers, and some of your loyalists may be armed with an HD video camera, editing skills and the creativity to pull off something amazing. You may find it worth you companies while to dabble in the more socially interactive forms of video marketing. I’ve seen dozens of big brands do commercial contests, and from that I’ve seen videos that rivaled the big firms. Throw in a prize, let the winner receive their 15 minutes of fame and everybody wins.

Every moderate to popular product out there has some sort of consumer base, right? There’s always a good reason why your product has worked its way into the lives of all those people. Youtube is a great platform to let them showcase their own talents, for example let’s take a look at a current trend. Tea is undoubtedly making a come back, especially out here on the west coast. If we can dive deeper into the niche, outside the obvious health tea, let’s take a look at Blooming Tea (aka Flowering Tea). I saw this out there, and while it’s no big budget Hollywood showcase, it’s well done and makes me want the tea pretty bad.

This is a freshly done video so it will be interesting to see where it goes. I think this video is a great example of letting the fans do a little work. This isn’t done for BloomingTea.com by any means, but I certainly would have got in touch with the producer on this one. I would personally be thrilled if I saw something of this quality come from the social web. Hopefully these videos will spread the passion the producer has for you product, and the end goal is to make others feel and understand that same ka-pow!

Force The Creativity Out: Contests

 

Contests are always a great way to drive social media buzz, snag some links and spread brand awareness. This should almost surely bring out the talented video editors and bring forth a lot of great content. Large brands should have no problem getting a lot of interest and participation, which is why I’m surprised at the lack of social contests. A few good prizes and recognition will go a long way so talk to your marketing department to get the ball rolling!

I always recommend to clients thinking about it to head on over to Youtube, and just have a look at the other brands that have ran a video contest. From there, you can sniff out all sorts of interesting data such as how much social media interaction was achieved, how many links were acquired and other tid bits such as video views and perhaps even an impact of traffic (via Alexa or other sites).

Youtube offers a promoted video feature which should *never* be ignored by any big brand and their typical marketing budget. A good example of a current contest via Youtube is by L’Oreal Canada, and there opening video has nearly half a million views. Those views are nothing to shake a stick at, and you can get the ROI is going to be well worth the time and effort. For the sake if this post, here’s the video with the views;

 

The last tip we’ll give out here is make sure you identify influential Youtube “stars” within your vertical. L’Oreal has done this and we’ve always done the same for our clients. While your company may not need the help, it is such a fresh approach that won’t cost that much at all. You’d be surprised by how many of these “Youtube Stars” jumped at the chance for the exposure, and of course some free product! Regardless, it won’t cost much and it just builds deeper roots with your fans.

I’m sure most cosmetics companies by now have noticed the sheer amount of makeup tutorials on Youtube, so congrats to them for running yet another contest. I’d recommend to companies interested in all this to keep a close eye on how it all plays out for L’Oreal. If you happen to be a cosmetics company, check out all the things this company is doing online because it’s nothing short of awesome!


Let’s Hear From You

If you’re running a contest or have in the past of this nature, we want to hear from you and I can imagine so do our readers. I wish we here at Linkbuildr have actually done one for our own company, but you know how it is…too much work going on for other people to get anything done for ourselves.

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Chrysler Drops F-Bomb Via Twitter

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March 9  |  Brand Building  |   Ryan Clark

While some people would be offended to hear the F-word, most of us hear it on a daily basis so it’s no big deal really. When it comes to branding and watching what you say on behalf of your company, then that’s a different story. While it looked like the social media team for Chrysler may have accidentally dropped the F-bomb via their Twitter profile, it now is a case of being hacked…or at least that’s what they say. Regardless I’m all for it! While a few people will scoff at what has happened, the rest of the web is quick to talk about it on Twitter, Facebook and of course blogs. This means the links are pouring in and it’s a nice little bit of exposure for Chrysler.

So far I haven’t heard much of a negative response, but I’m sure Chrysler is doing all it can to make sure their image isn’t tarnished. If anything is learned here, and you have a slip up via social media like this then you can instantly claim you were hacked and begin an easy clean up process. Either way, the auto company will enjoy a couple days of buzz before the entire world forgets all about it…kinda like when they a launch a new car(zing!).

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Nissan GT-R Marketing In Germany: Porsche Owners Beware

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February 21  |  Brand Building  |   Ryan Clark

While it seems we’re going to get a lot of branding posts crossed with cars, mainly due to my bias and I’m the only one who writes for the blog so too bad! We do however get to see a lot of clever marketing within this industry, well clever everywhere but North America. With that being said, Nissan wanted to do something special to ignite the GT-R passion in the hearts of Porsche owners. This turned out to be something they managed to do quite easily and in a rather ingenious way might I add. I’ll let the video do the talking, but hopefully you learn a few guerrilla marketing lessons from the fine folks at Nissan.

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ShoeMoney’s LinkControl Debut @ Affiliate Summit West

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February 21  |  Brand Building  |   Ryan Clark

I just spent some time sifting through the Affiliate Summit West 2011 videos and came across this video. ShoeMoney had to drop the product Vegas style, and that he did. I sadly wasn’t able to make it to Affiliate Summit West but would have never guessed that this show was to be put on. I could barely get through it without feeling horribly embarrassed to be watching, but that’s not the point. Despite how cheezy this comes off, it got a lot of press and chatter and that’s what it’s all about. ShoeMoney doesn’t really need too much extra help branding but keep his style in mind for your next product launch…at the very least hire those Go-Go dancers!

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Porsche Facebook 911 GT3 R Celebrates 1,000,000 Fans

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February 17  |  Brand Building  |   Ryan Clark

To those that know me well know that Porsche is my ultimate pleasure. I tell people I’d rather have a 911 GT3 than children, and I still believe that. As a fan of the company, I’ve recently been quite impressed with how they’ve taken to social media. This is a company that needs no more branding, but that didn’t stop them from (finally) jumping on the social media bandwagon. The Porsche Facebook Page is also a testament to how you should utilize the sites features to interact with fans.

To celebrate 1,000,000 fans on their Facebook Page, Porsche built a 911 GT3 R Hybrid with all the names of the followers. Using your product in this fashion is not only a genius marketing move, it builds your relationship with your clients to an untapped level. My hat goes off to the marketing department at Porsche, and I hope they enjoy another million followers within the next year.

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