Old Spice, W+K and the Invention of Real Time Advertising

If you haven't heard about the Old Spice campaign from the brilliant minds at Wieden + Kennedy, you must have unplugged yourself from the internet or boycotted all social media outlets. The hilarious, real time social media campaign has taken the internet by storm, confounding industry creatives with the speed and quantity of responses.

If you're unfamiliar with the campaign, here's the gist. Old Spice has a character called Isaiah Mustafa (from their TV spots) who has nice abs (and knows it), sits around in a towel all day charming ladies (and gents) in that cheesy, suave ladies man kind of way. What W+K did was make this character instantly accessible by having 30 to 60 second videos of him posted to YouTube that actually answered questions and comments from consumers that were posted on Twitter and Facebook (and even Yahoo! Questions)—in real time.

It's a campaign that's taken social media advertising to an entirely new level. Instead of using Twitter and Facebook to mostly respond to crises or user comments and complaints, or even to sometimes run a contest or game, it's actually letting users interact with a brand's character via video. Everyone in the industry marveled at the mere ability to turn around cleverly written videos so quickly. W+K isn't revealing all their secrets behind the productions, but W+K's global interactive creative director, Iain Tait, sheds a little light on their process in this Fast Company post. They were able to produce nearly 100 custom spots in a day based on their plan and strategy for a quick turn around. There's been much speculation as to how they wrote so quickly. I'm guessing some of the situations he acts out were already pre-written with props that went with them and just tweaked to be customized, but some of the responses and definitely written on the fly—like the response to taming wild whales. At any rate it feels like customized, real time responses like the Burger King Subservient Chicken campaign did years ago. It's just revamped and on a new level and actually responding in real time, to some extent anyway, where the Subservient Chicken was more or less very cleverly written code and video. Like the Subservient Chicken campaign did years ago, it's also blown the current standards of internet interaction with your customers out of the water and given agency creatives everywhere a brilliant social media campaign to aspire to. Bravo!

Sadly, the responses have ended after two days of custom replies—Mr. Mustafa has to sleep sometime you know—but is this the new social media advertising of the future? Would a stunt like this ever work quite as well again?

The spots range from responses to the likes of Demi Moore and Alyssa Milano and @biz (the founder of Twitter) to a marriage proposal (she said yes). If you haven't seen the videos check out the YouTube channel or some of the ones I've selected below. They'll give you a good laugh.

Why, Y?

If you haven't already heard, the YMCA has officially embraced its nickname The Y (note the web address though). Maybe it's just me, but I don't love that idea as much as I think I should. It becomes less personable when it's the real name and not a generally accepted nickname. They could have just made it an official nickname or slogan or something and kept the official name. I mean future generations eventually won't know what the song YMCA is referring to! (kidding)
 

The naming aside, the Y also updated their logo. Interestingly enough, their new logo actually has YMCA in it (as well as a tacked on 'the') where the old logo was just a Y, which is partly how it got its nickname. So now that YMCA is no longer the official name, it's suddenly important enough to include in the logo? It's a little odd, don't you think?

Parts of the new logo are okay. Parts of it are not. As Brand New stated in their review,

The evolution is clear: From a hard-angled, tough-looking logo to a round-edged, soft-looking logo that plays well with the rest of the identities of the twenty-first century in pretty much all capacities. It is bubblier, it is lowercase, it has gradients, and it comes in various flavors. Unfortunately, all of the changes feel a tad gratuitous in the final execution.

In other words, it has a genericized early 21st century look to it. Notice the soft pillow gradients that were rather needlessly applied? They complement the rounded corners so well. (gag) Nothing against rounded corners, but that combo appears in 90% of all web icons and is far too generic and over-used to actually be used in a logo. Yuck. I do like the logo better when it's presented in one color. Then it just a modification of the shape, which works much better I think. 

Even without the cliche pillow gradients, the color choices are very questionable. We have lots of options. It kind of reminds me of the 2012 London Olympics logo in that way—although the designers of this logo clearly didn't remember all the bad press the London logo got for it's 80's neon color schemes. They may vary, but they're all pretty bright, and very trendy, colors. Not the best idea for long term branding. I suppose they're trying to make the logo young and hip, but 5-10 years from now those colors will be anything but hip. The 2012 logo can kind of get away with it simply because it's meant to be trendy to the times and after the Olympics it'll be outdated anyway—a keepsake to the time and place of the event. But that's not the the same for a brand, so the trendiness reflects poor long term judgment. Especially for a brand that's been as iconic as the original Y logo. Yes, it needed some updating—it screamed retro 60's, but still, those new colors are quite the leap.

Map to the power of Quest?

When was the last time you used MapQuest? Anyone? I think the last time I ventured to that site was through a link on an out of date website. Any other time, I'm all about Google Maps. That's not to say Google Maps is perfect, it's not. Google has led me to the complete wrong location a couple of times, but in the past few years, regardless of Google Maps' mistakes it has swept the internet mapping market. I want to say the shift began when Google introduced Street View and continued as Google Maps was automatically included on iPhones and Blackberrys. Then came walking and biking directions, the ability to shift your route, automatically giving you alternate routes and times and the live traffic feed.




Well, MapQuest has finally revamped, a couple of years late, but they're trying nonetheless. They have a new logo and a revdesigned website. First off, the new logo is definitely an improvement. I like it, thought as mentioned in Brand New's review, I originally saw M to the Q, which I really liked, until the video showed me the little MQ creature thing. Now that's all I see and I kind of liked the other direction better. Oh well. The logo itself seems to be molded around being a good icon, like an iPhone or iPad icon, which is a little different, but smart approach. The new logo overall is secondary to how the MQ functions as an icon and all in all, much improved.

The new MapQuest website is also much improved, though the real question is if it can recapture some of Google Maps market share. The revamping makes me want to give it a shot again, but unless it proves to be significantly more accurate than Google Maps, a switch back is doubtful. While they've finally incorporated some of the perks of Google Maps, like traffic and street view (though Google's is on a larger scale). They've also copied a few other features like customizable printed maps. While MapQuest is touting some of it's features that Google doesn't have, like saving your own maps, they're relatively small things I don't see a huge amount of use for. The little icon buttons that show ATMs and Gas Stations are nice though—I can definitely see the use for that if I needed something like that on the go, however, I see that mostly useful for a phone app and other popular applications, like Siri, already have that covered. The biggest lack in the new design, is if they were going to copy so much of Google's features, they really should have worked in the walking, public transporation and biking directions that Google has. Honestly, I think those are one of Google's best features.

Overall, the website, logo and icon are nicely designed, but in terms of functionality, it's hard not to feel like MapQuest is trying desperately to play catch up to Google Maps. What do you think?

Volvo's Strategy Eclipses Last Twilight Contest

So Volvo running another contest to win a Volvo surrounding this summer's release of latest Twilight movie, Eclipse. They ran a similar contest last year with a series of puzzles, released systematically over time, that you needed to complete in order to win the Volvo. It was a fun idea and Volvo definitely made the puzzles sufficiently challenging. (Of course the internet gave you the answers to the earlier puzzles eventually.) You had to complete all of the earlier puzzles in order to have access to the final puzzle. The final puzzle was then a timed competition. The first person in each country (or continent, I don't remember which) won a new Volvo. The only problem was this high intensity Flash puzzle had technical issues like crazy (even when the server wasn't overwhelmed) and there wasn't nearly enough bandwidth for everyone trying to compete when the final puzzle went live. I don't think that 'first to complete' tactic worked well and cyberspace was filled with car-winning hopefuls verbalizing their annoyance with staring at a loading sign while someone else won the car.

Volvo is running a similar contest this year, though it seems they've changed up the logistics a bit (hopefully). So far, there is only one puzzle which you need to complete to be eligible to compete in the final puzzle for the car. However, instead of having a puzzle with a clear answer and a message telling you that you passed, this puzzle could have many different options. Essentially it's a maze through Forks and you need to find the shortest route from the maze start to the Cullen's house.Obviously the first step is to find the Cullen's house in the maze, but after that, you need to make sure that you have the shortest route. You submit your entry when you reach the Cullen's house, but they don't tell you if you got it right. Nope. I'm guessing due to the amount of cyber-cheating going on that they won't confirm correct answers until after the puzzle has closed. I'm sure that won't stop answer sharing, but it'll probably curb it, or produce a number of incorrect answers being circulated. We'll see.

Hopefully, Volvo also learned the 'first to finish' thing doesn't often work all that well on the web. We'll see when the next step occurs.

If you want to give the maze a shot, check out www.volvocars.com/us/campaigns/lostinforks. It's a fun little game, but quite the challenge if you really want to find the shortest route.

Steer Clear of Guerilla Marketing at the World Cup

Unless you're an official sponsor, guerilla marketing tactics are not welcome at the World Cup. Take note of Dutch beer maker, Bavaria, and their run-ins with FIFA over "ambush marketing" tactics at the World Cup. The crime? 36 women at the Dutch-Netherlands match wearing orange mini dresses. No logos, just a color (see how important color is for a brand?). They apparently got in trouble 4 years ago at the Germany-hosted World Cup as well, when a group of men in orange lederhosen with the name Bavaria on them, were forced to remove the costumes and watch the game in their underwear.

Apparently Bavaria claims it was not a marketing stunt they were trying to pull, though they are legally and financially backing the two orange mini dress clad women who were arrested for the stunt.

It's a little sad that fun guerilla marketing can't happen at the World Cup, though when you realize that each half has no advertising, it makes sense that FIFA would be so protective of their sponsors. Does anyone know if this has ever been an issue at the Olympics?

The Big Ten...er...11...er...

Let me preface this post with the fact that sports and general sports knowledge is not my strong suit, but when my very sports knowledgeable boss mentioned this to me, I decided it needed a post.

This is probably not news to you (although it was to me) that the Big Ten is not, in fact, ten teams. It is actually a group of eleven teams—mind blowing, I know. The Big Ten didn't want to lose equity in it's name when they became eleven teams, but also (probably) thought it was inappropriate to suggest that there were only ten teams, so a designer simply fixed the logo to show an eleven in the negative space. Pretty cool.

Here's the rub though (and where my sports knowledge is lacking). For some reason or another (someone can comment and fill me in on the details), the Big Ten is going to be adding even more teams. Maybe up to twelve—or maybe significantly more than that. They still have the problem of the Big Ten name containing all the equity, but soon they won't have anywhere close to ten teams. So what do you do about the logo? That chic little negative space trick isn't going to work anymore, but they can't keep the logo as is either. Now it's kind of expected that they reference the true number of teams in the conference. What's a designer to do? Check out this blog for some ideas.

Truth In Advertising #8

True creativity requires a certain amount of distraction.

Moulin Rouge Embraces the Windmill

The Moulin Rouge, Paris's famous cabaret, has a new identity and I must say I'm a fan. If you're familar with the Moulin Rouge, you know its visually distinctive feature is the giant red windmill that's stood since the cabaret's inception in 1889. The name actually means 'Red Mill' in french so it seems wholly appropriate for the logo to reflect that.

The difference between the old and new logos is pretty drastic. The old one has a kind of haphazard feel to it and the lipstick marks seems to play up the cabaret's can-can and striptease origins, whereas the new logo has a much more sophisticated look to it. The new logo plays up the windmill landmark but gives the overall feel of a higher end establishment. Both fit since the Moulin Rouge is a large tourist attraction and at around 100€ a ticket with dress code rules, it needs that classier outward appearance. I actually went to the Moulin Rouge a few years ago and saw the show. It's really mostly dance numbers with elaborate costumes and staging and sometimes the dancers are topless. It's still a classy show, so the new logo feels more appropriate.

What do you think?

via (Brand New)

Bill Cosby Teams Up With Jell-O, Again

Who doesn't remember those 80's commercials Bill Cosby did for Jell-O pudding?



Apparently Cosby worked with Jell-O from 1974 through the 1999 but it's still been over ten years since then. The duo is teaming up again for a new Jell-O campaign next month. They will be kicking off a 22-city tour looking for the best giggle in the country. Just the reminder of the old Cosby-Jell-O commercials made me smile. The only drawback to this reunion is that Cosby is going to be behind the camera only, producing apparently, and I'd love to see him in front of the camera as well.

All of LOST in 140 Characters or Less

If you've ever watched Lost or even heard about Lost, you know it's a twisted, complicated show that's captured millions of viewers—and it's ending on Sunday. The Atlantic is running a fun little competition asking people to tweet a summary of the whole show within Twitter's infamous 140 character limit. That's a bit of a challenge. I think it'd be difficult to summarize a single episode in that little space. The prize is simply a year subscription to The Atlantic magazine, but the real draw is the challenge of it.

Want to participate? Tag your tweet with #Lost140 or you can comment on their website. Here are a few of my favorites:

 David Lynch is finally given full writing, editing and directing control of Gilligan's Island. #Lost140 (@jpallan)
 

Disproportionate number of good-looking people on same plane. Crash. More good-looking people show up. Things go badly. Wonder why. #Lost140  (@VickyPaige)

Good vs. Evil, for all the magnets. #lost140 (@evanhr)