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Archive for Marketing

Pepsi Chooses Social Networking over Super Bowl Spot

Now THIS is a great idea! What a way to spend advertising money and get a lot of positive attention!!!

From Yahoo.com:

To Pepsi, and to companies around the world, the days when mass-market media is the sole vehicle to reach an audience are officially over. Instead of pouring millions of dollars into a Super Bowl commercial, Pepsi has started a social-media campaign to promote its “Pepsi Refresh” initiative. Pepsi plans to give away $20 million in grant money to fund projects in six categories: health, arts and culture, food and shelter, the planet, neighborhoods and education. People can go to the Pepsi website refresheverything.com – which can also be accessed through Facebook and Twitter – to both submit ideas and vote on others they find appealing.

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Aol. …maybe they know what they’re doing…

I just finished reading an article on Fast Company’s website.  I questioned AOL’s new branding strategy in a previous post, thinking that they were maybe going in too many directions while they attempt to reestablish their place in the fast-paced online world. Well, this article included some questions and answers from those responsible for this crazy new brand. Random images of everyday objects, people, plants and scenery behind the background-colored logo. Video ads of random moving images with the logo appearing as they pass by, not really explaining anything. But it’s about the feeling that it evokes, though I think they could have done better. After a while is just begins to all look the same, rather than giving the viewer the impression that Aol. is for everybody and everything.

But after reading this article, I’m starting to think that they may know what they’re doing. It’s not about grabbing the customer after single viewing of a commercial, but it’s about a longer term relationship that will develop as the customer interacts with the brand. They will give customer’s the opportunity to create their own personal logo, uploading their own photos and images. Customer’s will begin to interact and connect with the logo in a personal way. And it sounds like that’s just the beginning (I hope so, because that alone won’t grow into a long-term relationship). Will it work? Will it be effective? Who knows, but, if anything, they will end up pushing the boundaries in the way branding is done, giving more design opportunity to the customer. It’s the social networking age of branding, so why not move design in that direction as well?

Quote from the article:
“Wait. Has AOL just created the first completely user-contributed, 100% flexible, invisible logo? Where all that matters is what animates around it?”

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The new AOL = Aol. What in the world does this mean?

AOL is relaunching its brand and “renaming” itself Aol. (the period is part of the name), but what does that mean? It sounds like a cool idea, but so far they’ve been identifying themselves with anything and everything. Pasting their name on objects and people. I have a feeling that they are attempting to communicate that they are for everyone and relevant to anything in life.

It’s kind of interesting because I was just thinking about AOL, excuse me, Aol. just last week and wondering what in the world ever happened to them. As far as I could tell, Aol.’s (boy that’s awkward) purpose has pretty much been wiped clean from our needs, serving very little purpose in our daily lives. Maybe I don’t know them well enough, but aren’t they just a boring version of Yahoo! and a non-innovative version of Google? So what’s their niche? What sets them apart from Yahoo! and Google? I guess, either I’m missing something, or they have a really really cool plan.

But judging from the pointless video campaign below, I don’t think they even know who they are…

Video found at FastCompany.com

Advertising…has it all been done? Ever thought of using flies? Yes, flies.

Found on www.bradruggles.com:

Want to stay on top of the newest trend in advertising these days? I have two words for you: branded insects.

A German book company, Eichborn, decided to create an advertising campaign for their booth at the 2009 Frankfurt Book Fair that, uh, flies in the face of convention (sorry, I’m a sucker for bad puns). Eichborn’s “smallest commercial gimmick in the world” campaign was simple: attach physical banner ads to actual flies. Yes, they somehow tied small red Eichborn banner ads to flies and let them loose in the Frankfurt Book Fair. The result was flying advertising that nobody could miss.