Schupp Company Blog

The Past, Present, and Future of Advertising

Friday, August 13th, 2010

I’m often not compelled to compile links throughout the week, but for some reason this past week has felt a little different.  With an influx of information coming through at all angles, sorting through the good and the bad can often be an agonizing issue, but this week the good just kept getting better and the bad decided not to show.  Below you’ll find some of the most well written articles I’ve read in the past few weeks.  What’s the common thread?  They all focus on the new, the old, and the in-between of the advertising industry.  Interested yet?  Read on.

This week we take a look at the past, present, and future of advertising.   We witness the end of a cultural revolution as Alex Bogusky continues to confess why he left the ad world to pursue a new life of fearless and sustainable creativity.  We read about what’s keeping advertising alive, and why those that say it’s practically six feet under are dead wrong.  We learn how to leverage social media and how to restructure the typical agency model to cater to a new type of consumer and more importantly, a new type of client.  Lastly, we’re given access to some of the most inspiring thinkers in the biz, offering ideas and insights on the future of digital and links to the most important books, blogs, and people leading the way.

And so it begins…

Advertising is Undead

When radio came out, print was supposed to die. When TV came out, radio was supposed to die. When the inter-webs were born, TV was supposed to die. The reality is that with every new medium, or adjustment to a medium, new tools become available to advertisers.  Those that claim “advertising will fail” are grossly misinformed.

Three Key Lessons to Learning Social

These are challenging times for corporations and ad agencies alike but they’re also exciting. The future is characterized by accelerated change and we all must respond accordingly.  You don’t sell to a community, you support it.  Business isn’t changing, it’s changed.  You want social media success?  Quit resisting the demands of becoming social.

Alex Bogusky Tells All:  Why He Left the World’s Hottest Agency

Over the past two decades, the ad business has changed utterly, with digital imploding linear 30-second spots, earned media usurping paid media, and consumers co-opting brand conversations.  Bogusky’s insatiable appetite – and foresight – for change kept him ahead and on top.  Find out how he got there, how he stayed there, how he defied those around him, and how business will change now that he’s gone.

Books, Blogs and People to Follow

The digital community is extremely open and collaborative when it comes to offering advice, recommendations, and insights on what is and isn’t working in the industry.  There are inspiring ideas floating around the Internet, but oftentimes you’ve got to know of the right people and the right places to look before you can truly benefit from the free-flowing influences of the community.  Edward Boches takes the guesswork out of the process.   Happy (un)hunting.

Tags: Advertising, facebook, marketing, news, schupp company, social media, trends, work
Posted in Advertising, Culture, Online, Water Cooler | No Comments »

What Social Media Strategy?

Wednesday, August 11th, 2010

Social Media continues to surge. And for some in our industry, using social media is second nature. They’ve essentially come of age with it. They’re constantly connected. They’re entrenched in their online communities. And when it comes to applying their personal practices to a client’s business, they have a pretty good understanding of what can and can’t be used to infiltrate the masses with a branded message.

For others, understanding and using social media effectively is more challenging. They’re not exactly tech-savvy. I see them with their Facebook and Twitter pages, but they’re really not relevant to the online community because they don’t know what to do or say once they’re out there. They’re just there because they think they need to be. And for some reason, it never fails that these are the people telling clients that their businesses/brands need to embrace social media. Seriously?

When you hear these guys talking “social media strategy” with clients, it’s like listening to someone give you a movie review even though you know they’ve only seen the trailer. They’ve got the general story line down. They’re just missing some key character and plot development. It’s like they’re focusing on the costumes instead of diving into the movie’s message for the ages.

The best part of these meetings happens when the client pulls the needle off the record and says, “So, explain it to me again. Why do I need to give you $200,000.00 to do a Facebook page?” (Assuming the client actually has the foresight to ask this question and hasn’t already jumped to the foregone conclusion that they HAVE TO be doing social media just because.)

So … for all of those advertising and PR pros out there who need to talk the talk to encourage social media spending, I’d like to introduce WhatTheFuckIsMySocialMediaStrategy.com.

It’s social media strategy made easy. This amazing website generates strategic social media statements so you can sound smart, meeting after meeting.

What client wouldn’t want these things for their brands? With these strategic nuggets, anyone can become the “social media guru” in their client’s eyes. So, thanks, Mike and Sted. This is brilliant and much needed in some circles. Now, if only making these strategies a reality was just as easy as saying the words.

Additionally, for anyone out there who has toils with dinner plans and can’t decide what to feed the family every evening, check out these guys’ sister site: WhatTheFuckShouldIMakeForDinner.com. Tonight, I’m having Moroccan style lamb with carrots and chickpea puree.

Tags: facebook, interactive, social media
Posted in Culture, Online | 3 Comments »

Levi’s takes experiential marketing to a whole new level.

Thursday, August 5th, 2010

It’s classic. It’s American. It’s entertaining. It’s engaging. It’s collectible. And it seems to be experiential marketing at its finest.

Well, it looks like Levi’s is at it again. On the heels of their Pioneer Sessions music program (where Levi’s invited contemporary musicians to re-make the songs that inspired them), Levi’s is launching what looks to be another amazing consumer marketing program.

Levi’s has partnered with Alamo Drafthouse to celebrate the spirit of Americana with a tour of American cinema.

Throughout August, the Alamo and Levi’s will be taking the Rolling Roadshow to the people under the unified banner of ‘We Are All Workers.’

The Rolling Roadshow is a nationwide tour of free outdoor 35mm movie screenings, which pair renowned films with the famous locations where they were shot or set. All Rolling Roadshow screenings are free and open to the public. Some screenings may even feature surprise celebrity guests, and each location will feature additional, sideshow events.

The lineup looks something like this:

Aug. 6 – JACKIE BROWN at Los Angeles’ Del Amo Fashion Mall
Aug. 7 – DIRTY HARRY at San Francisco’s Washington Square Park
Aug. 8 – THERE WILL BE BLOOD at California’s Kern County Museum
Aug. 8 – CONVOY & RED DAWN Double Feature at the Ft. Union Drive-In in Las Vegas, NM
Aug. 13 – THE BLUES BROTHERS at Chicago’s Joliet Prison
Aug. 14 – ROBOCOP at Detroit’s Russell Industrial Center
Aug. 19 – ROCKYTHON! (ROCKY I-III) at the Philadelphia Art Museum
Aug. 20 – ON THE WATERFRONT at Hoboken’s Pier A Park
Aug. 27 – THE GODFATHER Part II on a Manhattan rooftop near Little Italy

But aside from launching a movie tour about self-made Americans to engage jean-wearing boys and girls across the country, what really caught my eye was in the details.

Each event features a limited-edition movie poster print. Levi’s commissioned Olly Moss to create the series. These are true pieces of art, and below are a few of my favorites from the series in case you were wondering what you could buy me for my birthday.

The events are even being promoted on iTunes in their movie section. Now I know what you’re thinking, “Nobody uses iTunes!” And yes, I appreciate your sarcasm as much as my own. But, you can also find everything you need to know about the Roadshow on Levi’s Facebook page, on which there are over a half million followers.

But this is what really tied the whole experience together for me – Gowalla.

Gowalla is an interactive, location-based (geo-caching) scavenger hunt game for your mobile device. Josh Williams (one of the originators) believes that trips are the ultimate feature of Gowalla. If you check in at multiple locations (taking a virtual tour) you receive the icon for that trip upon completion. It’s really social gaming – kind of like what people are doing with Foursqare only cooler (in my opinion).

To extend the experience beyond the feature presentation, Gowalla worked together with Levi’s and Alamo Drafthouse to create Gowalla Trips highlighting scenes from the films for nine of the Rolling Roadhouse tour cities. Describing the New York trip:

… in conjunction with the screening of The Godfather II, we’re offering a Gowalla trip you can’t refuse: Trace the path of Vito Corleone from Ellis Island through his boyhood home and stomping grounds in Little Italy, grab some cannolis at Caffe Reggio, visit the site of Luca Brasi’s death, Vito’s narrow escape from the hospital and more.

The trips can be accessed by following Levi’s on Gowalla. Plus, there’s a promotional overlay. The first 50 people to complete the respective Trip in each city will receive a VIP package to attend the corresponding Rolling Roadshow screening.

For me, the Rolling Roadshow has it all: great movies in great cities, limited-edition art, celebrity appearances, social media extensions, mobile gaming, the chance to win and, best of all, a common thread that strings it all together for the Levi’s brand. Oh, and did I mention it’s all free?

Levi’s has raised the bar for experiential marketers everywhere. I just wish there was a cool movie set in St. Louis so there’d be a chance I could see the festivities in my city firsthand. I guess playing Escape from New York in the Lou would’ve been too confusing.

Tags: Advertising, Alamo Drafthouse, facebook, Levi's, Movies, social media
Posted in Advertising, Culture, Online, Water Cooler | 1 Comment »

Facebookers Who Annoy Me

Wednesday, June 16th, 2010

Last year, CNN posted an article describing the 12 most annoying types of Facebookers. I rediscovered the list recently, after a friend had posted it on her profile. I scrolled through each description, hoping to find those seriously annoying individuals in my newsfeed called out for their negligence. For the most part, the author’s depictions were in tune with my own opinions. But I think there are many more aggravations that occur in my newsfeed that must be further addressed.

The Locator. Foursquare is the new big deal. I get it. But really? Oh, you’re eating at Bread Company? You just parked your car at the stadium? Guess what? I don’t care. But if you’re close enough to where I am, maybe I’ll come over and steal your hubcaps. That’ll teach you.

Pardon me. No one cares.

The LoveSICK Couple. The awkward topless engagement/pregnant family photos with the gentleman’s hands so casually covering the lady’s dirty pillows. The countless self-shot make-out pictures. The entire check-out-my-hot-man’s-abs photo album. Listen, love is a beautiful thing, but you’re making us all uncomfortable.

Anyone else need a cooties shot?

The EcCeNtRiC TyPeR ©©© A#. WE cAn’T rEaD wHAt yOu’Re TyPiNg wHeN It LoOkS LiKe ThIs, PLeAsE sToP. A heart or peace sign does not make you appear any more interesting. It does make you look like my 6^th grade notebook, though.

Could you even finish reading that? My eyes started bleeding so I stopped.

The Passive Aggressor. “Jessica is so glad she found out who her true friends are.” “Amy knows he’s with that b*!@#? right now.” Nothing spells coward more than broadcasting to your newsfeed what you wish you had the guts to say to a specific someone. Send them a text.

Is this about the charges to Hooters, honey? Really, I’m sorry.

The Preacher. I can tell you what Jesus wouldn’t do: post his teachings in a status update.

I have no idea what that even means.

I’m sure your English teacher quit giving you second chances a long time ago.

The One-Upper. No one likes them in real life conversation. So don’t devalue your friend’s story in web life, either.

Clearly, you aren’t cool ‘til you have a full set of 10. Like me.

Okay, this was not found on Facebook, but this girl owns the act of one-upping.

My Mom. I’m not going to target every mother on Facebook (some actually do have a built-in filter). But Mo-oooommm!!! Mushy-gushy, lovey-dovey sentiments should be shared via a Hallmark Card or some form of spoken communication! Not in the form of a wall post that all my friends can see. You know that phase everyone goes through where they’re embarrassed by everything their mom does? Welcome to my eternal hell.

I still love you, Mom.

So, really, the most important thing to do when it comes to Facebook: Think… then post. Or don’t post at all.

Now if you’ll excuse me, I’m going to post a status about my keyboard wrist cramp on the Schupp Co. Intern fan page.

Tags: facebook, people, schupp company, trends
Posted in Culture, Online, Water Cooler | No Comments »

The State of the Internet

Monday, March 1st, 2010

Did you know that there were like 182 billion-kazillion people on the Internet yesterday? If big number scare you, then you don’t want to know how much influence the Internet has over the world population’s time. Definitely don’t watch this video.

JESS3 / The State of The Internet from Jesse Thomas on Vimeo.

… Pulled from Fast Company.

It includes some pretty astounding numbers–For example, there are about 740 million Internet users in Asia alone; Facebook serves 6 million pageviews per minute, requiring 30,000 servers; and there are 148,000 new zombie computers created each day by hackers using botnets.

Tags: facebook, interactive, Internet, social media, Social Networking, trends
Posted in Culture, Online, Water Cooler | 1 Comment »

All-Time Backfire?

Friday, February 26th, 2010

All Sprite wanted to do was harbor a little goodwill in the African-American community. Award a scholarship. Throw a freaking badass show with cool musical guests that featured some of the top stepping talent from colleges across the country. It was not only the perfect opportunity to appeal to their target consumer; it was the perfect chance to create a ton of viable online content (i.e. The Step Off could be a sweet multi-channel promotion with tons of legs.)

Stop. Rewind. Do you even know what stepping is? I’ve seen it live once in my life, and it’s pretty amazing.  I would never attempt even trying this because: a) I have negative rhythm, and b) I would walk away looking like I got in a slap fight with a ninja.

Most commonly found in the houses of historically African American fraternities and sororities, it draws inspiration from a ton of different places including traditional African foot dances and popular R&B groups like the Temptations and The Four Tops. Wiki defines stepping as a form of percussive dance in which the participant’s entire body is used as an instrument to produce complex rhythms and sounds through a mixture of footsteps, spoken word and handclaps.

Ok. Now that we’re all up to speed on stepping, let’s return to Sprite.

The campaign was called The Sprite Step Off. To be eligible you have to have at least three steppers from the same chapter and school, one team per chapter.  You must be 18 or over. Then there are tons of rules about what you can and can’t do and can and can’t wear. Oh, and you have to qualify in a regional qualifying round. Capiche?

The top three finishers win scholarships. Sprite wins a little piece of the hearts and minds of their consumers. Wonderful. On paper it sounds like the perfect promotion.

That was until the ladies of Zeta Tau Alpha, Epsilon chapter stepped on stage during the finals last week and stepped away with the title.

Notice anything different about this particular sorority? It’s not the sunglasses. If Captain Obvious said, ”They’re white.” You would be correct. These chicks rocked the place. The crowd loved them (can you hear the commentary of the guys who recorded the performance? They were loving it.) Who cares if they’re white?

Apparently, lots of people do.

The Sprite Facebook page has been blowing up over the past week with some colorful remarks regarding the winners. Comments run the gambit – from racial to technical critiques of the ladies’ performance.  It’s a PR NIGHTMARE for Sprite.

In an interesting turn of events, Sprite posted the following statement yesterday on the official The Step Off site. Apparently, they felt they needed to “resolve” something.

“After the competition, we conducted a post-competition review and discovered a scoring discrepancy. There is no conclusive interpretation, nor definitive resolution for the discrepancy.

Sprite is committed to upholding the honesty and integrity of the competition. Because the scoring discrepancy cannot be resolved and due to the extremely narrow margin between the first and second place winning sororities, we believe that the appropriate course of action is to name both Alpha Kappa Alpha Sorority, Inc., Tau Chapter and Zeta Tau Alpha, Epsilon Chapter, co-first place winners of the Sprite Step Off. Accordingly, we will increase Alpha Kappa Alpha Sorority, Inc., Tau Chapter’s scholarship prize to $100,000, consistent with first prize winnings.

Sprite Step Off was created for the primary purpose of awarding scholarships and supporting talented college students in their quest for higher education.”

Hmmm…if that isn’t a make good, I don’t know what is. Thoughts? Does Sprite think that this band-aid is going to fix this? Is awarding a second “winner” really going to appease anyone? Do I even need to mention that Zeta Tau Alpha was the only white sorority in the competition? I didn’t, did I?

Personally, I agree with The Step Off host Ryan Cameron – If you can step, YOU CAN STEP.  So, step off Zeta Tau. (Yeah … I’m not tough. I just blog like I am.)

Tags: Debacle, facebook, music videos, news, popular, Sorority, Sprite, Stepping, trends
Posted in Miscellaneous | 4 Comments »

So, What’s Your Poison (Fruit)?

Monday, November 30th, 2009

Tell me: Is it Blackberry or Apple? No better yet, text it to me, preferably while I’m in a meeting with you. Actually, if I could be leading the meeting – the one you’re supposed to be attending to learn some information – it would just be perfect if you could get on your electronic fruit and text or email me what your poison is exactly. I’m sorry, did I say poison? Because I meant problem.

Yes, I’m calling you out. All you successful, professional men and women who are tempted by that shiny Apple – that delicious Crackberry – stuffed in your pocket or atop the conference room table. All of a sudden, it vibrates alerting you (and quite possibly the rest of the meeting attendees) that you’ve got mail. Or, a text. Or a phone call. Or a new picture. Or WHATEVER. Regardless, you must – absolutely MUST – find out what it’s about and respond immediately. Because whatever it is can’t wait. And, I mean, it’s not like you were doing anything important.

And herein lies the fall of man- (and woman-) kind. You see, you people are kind – until you become complete assholes.

I’m sorry, but a few years ago, the meetings you attended used to carry with them a sense of respect. You arrived on time; brought a pen, maybe some paper; you took your seat ready to listen and contribute; you likely refrained from emitting any loud bodily noises; you said, “excuse me” and left the room if a call for you rang out over the office paging system; you even returned to the meeting, quietly – and maybe even mustered up something like, “sorry about that.”

Not anymore. Now you look down. You henpeck. You chuckle. HEY-LOOOOO…what the ef are you doing, and why aren’t you paying attention to the flipping meeting you douchy jerkwads?

Listen, I get it. I like to send text messages. I want to respond to emails promptly. I even like checking up on the headlines of the day, the weather or that local sports team (read: celebrity gossip on that last one; we all know I don’t give a crap about sports). Sometimes I’ll even bring my phone with me to meeting, but I’ve got news for you: it’s only because I don’t wear a watch and there isn’t a clock in the room. The thing is, when I attend a business meeting, I extend the same decorum one might use when – oh I don’t know – I’m at the movies or a wedding. I TURN OFF MY FUCKING PHONE. Why? Because it’s rude not to. Oh, and putting it on vibrate isn’t the same thing…unless you ignore it.

OK, so I’m clearly pretty shocked that this has become so commonplace. But seriously, I’ve seen coworkers, clients and colleagues all fall prey to this temptation. That mobile device slithers out their pocket and into their idle little hands without any thought or concern that it might be distracting for the person leading the meeting or the others in the room. Perhaps all future meetings should commence with a viewing of a :60 “Franky and the Frogs”-style, “turn-your-phone-off” video clip; here’s the first few stanzas, sung to the tune of I Heard it Through the Grapevine:

“Well, I bet you’re wonderin’ how I knew, your iPhone made you such a huge tool. You’re looking down when I start talking, but I know you’re just Facebook stalking. Don’t you know that I heard your stupid phone chime. Not much longer ‘till I lose my mind…and throw this agenda in your face.”

Certainly, there’s a compromise here. I mean, I can be reasonable. Bring your mobile distraction with you to the meeting; just refrain from being distracted by it. Here are some exceptions:

(1) You’re waiting on a very important, time-sensitive client email to come through.
(2) A family member is currently: coming out of major surgery; on death’s door; due to give birth; or in need of you to post bail in the immediate future.
(3) There’s an Amber Alert out on your child.

Outside of these three exceptions, turn off the technology. Or, at the very least, don’t use it until the meeting is over. Of course, if you feel compelled to use it, have the decency to slink away – and don’t let the door hit you on the way out.

A link to “Franky & the Frogs” movie theatre clip

http://www.youtube.com/watch?v=WwpskML6TbY&feature=related

Tags: facebook, interactive, people, social media, trends, work
Posted in Advertising, Culture, Miscellaneous, Water Cooler | 1 Comment »