Let’s face it, social media is a weak play generating artifical bonds that can be easily erased.  As marketers we need to try harder.  Buzz requires relevance.  Not relevance on the brand’s terms, rather a combination of our target’s relevance in a space true to the brand — a space the brand can own.  Passion is key.  If you want to be socialy relevant long term, the brand space must be something the target is passionate about.  Successful social marketing lies at the crosshairs of relevance and passion.

From a consumer perspective the easiest way to get to “me” is by embracing my passion, and Johnsonville Brats is inching their way into America’s weekend passions.  To begin with Johnsonville has the big Taste Grill Semi traveling the country giving our free brats at major events throughout the country.  This lives within a passion (and hits the spot), however, the semi is limited to one passion point per weekend.   So, the brand needed to go deeper.  It needed to go to Spartanville.

Spartanville lives at Michigan State University.  Johnsonville took over a part of Spartan Stadium with it’s brand in context of a passion shared by 75,000 fans during those fall Saturday’s.  Spartanville lives at the crosshairs of the fan passion and the brand.  For years Johnsonville has been running the “-ville” brand suffix campaign to reshape food genres (“Pastaville”), time (“Weekendville”), and consumers (Share your Ville video contest).  Sometimes it seemed like the brand was talking to itself, other times it may hit home for some people in a relevant way.

Relevance is tricky — the broader the relevance the more likely a brand can’t own it (i.e. think Valentine’s Day or ), and the narrower the relevance the more targeted and more costly the effort.  Micro-relevance, like micro-conversations, is at the heart of social marketing, but are rarely done due to the logistics of time, cost and effort (and sometimes expertise).

In a retraction from the previous “Qwikster” letter, Netflix has informed myself and other members to “never mind” and business will proceed as normal: no splitting of services; no two accounts; and no Qwikster.

Now the PR misstep is over for Netflix, the question is what is next?  How does Netflix regain the momentum – the competitive differentiation that launched them in the first place?

I believe they need to continue to rethink their model based on their core competency: consumer convenience.  Netflix’s logistical efficiency came at the right time for many movie renters who were tired of video store policies, rental limits, and late fees.  Netflix struck a cord that resonated with many.  So what’s next?

A simple way to look at the problem is “Where is the movie renter angst?”

You could argue lack of robust inexpensive streaming to the home.  Streaming seems the likely opportunity, but the likely candidates to “own” streaming are the cable providers, because they own the robust entertainment pipe into the majority of U.S. Households.  Sure, there is internet streaming, but that is a fragmented offering with Hulu attempting to lead the way.  Finally, there are the movie companies, producers, and directors who impede the release of movies directly to streaming, and in some cases do not allow their movies to be streamed at all.

So what’s next?

Maybe it is a social play.  Think Netflix mashed up with facebook — watch synched up movies with friends around the country with a social overlay.   It builds on the trend of people texting each other during network television shows like American Idol, Grammy’s or Oscars.  We are a communal species and like to share our entertainment.  This idea may be just a novelty and maybe not.

Question for you is what’s next for Netflix?

Too bad it wasn’t just a simple apology.  For Netflix members like myself, the email informed members, they are going from a single price video service to a dual purpose video service with streaming video and DVD on two different sites with two credit card entries all outlined in one apologetic letter.  Oh yeah, and don’t forget about the recent price hike. Ugh.

I imagine many Netflix members are left wondering what is the benefit to continue their relationship with Netflix, because the letter was primarily about Netflix business.  For example, Mr. Hastings explains in the email, “So we realized that streaming and DVD by mail are really becoming two different businesses, with very different cost structures, that need to be marketed differently, and we need to let each grow and operate independently.”  Why does a member care about a company’s cost structure?

In a consumer-centric society that desires instant gratification this is a confusing move.  Think about the primary benefit for a video service: the latest movies conveniently accessed for a low price.  The email not only does not speak to delivering this benefit, in fact it confuses the issue by stating members will have to maintain two different profiles on different web site to continue their membership with Netflix, er, Qwikster.

Autonomous to this email, Netflix already aggravated members by delaying the latest movie releases for weeks past their release date.  In addition to the delay, members rarely found new releases available for streaming.   So instead of dealing with some latent issues, Netflix decided to add to member’s aggravation without citing a customer benefit driving their decision (It is hard to believe the company needs to split to offer gaming downloads, which is one of the few reasons listed in the email).

Netflix lacks a consumer-centric conscious — if they do it is not evident with their actions over the past several months.  While I appreciate they don’t want to go the way of AOL Dial-up or Borders, they need to reflect on their roots on why they were successful in the first place: consumer focused benefit differentiating them from the competition.  Their mail service redefined the industry and nearly drove Blockbuster out of business.  I do agree streaming is the next logical step.  A step that is already available from my cable provider at about $5 to $6 per movie.  So if I can download the latest releases from U-verse or Comcast, how is Netflix streaming better through a Wii?  It’s not.  And while cheaper it is of a lower quality and lacks the latest releases.

Word of mouth may be Netflix’s Achilles heal.  Netflix has made their company the topic of conversations. I have had discussions with Netflix haters who will never go back.  Blockbuster members touting how their service.  Redbox lovers talking about the simplicity of the ubiquitous kiosk.  An with other members who are questioning the value of Netflix’s decisions and current service.  Will members quit the service?  Some will.  Some (like myself) may reduce their membership to one service, until something better comes along.  For many the the future membership lies with Netflix’s next move: will it be industry defining or member frustrating?

Some rituals are comfortable daily patterns we perform between dawn and dusk.  Other rituals are infrequent, possible social events that we look forward to.  For many Americans the fall is football time and time for many rituals from the wave, to dumping Gatorade on the winning coach, to tailgating before the game.  Also, football is a ritual one can celebrate alone, with friends, and as a community.   From high school games on Friday, to college Saturday, to pro games on Sunday, we discuss the nuances of the game.  We celebrate the victories.  We commiserate the losses.  Win or lose we look forward to the next game, the next tailgate, the next ritual.

Earlier this week I received an email from Buffalo Wild Wings.  While the email was about a contest, my attention focused on the word “Tablegating”.   I like the concept.  Most fans tailgate at home games, and are left to find ways to socialize for away games.  Why not “Tablegate” at a nearby restaurant like Buffalo Wild Wings.

By hijacking tailgating with Tablegating BWW could build a ritual around the place to go when your team is out of town.  While Tablegating is a nice hook, the current idea or contest doesn’t fully take advantage of the tailgating ritual.  The Tablegating Challenge (by Coke Zero) is okay, but it is still only a contest.  In my perspective, a contest (or sweepstakes) is like frosting on a cake — if the cake does not taste good, the frosting will have little or no effect.

Buffalo Wild Wings should spend more time exploring the “Ultimate Tablegating Experience”.  The concept has potential, but it has to be more than reserving a table to watch the game with your buddies or a contest.  This experience has the potential of hijacking the tailgating ritual for away games.   To highjack a ritual, you need to take the essence of the ritual and make it yours.  For example:

• Team Spirit:  Normally the school or team colors fly everywhere.  Logos abound.  How can people add spirit to their table?  Can they bring in their team flags?  Or are there special flags one could adorn the table (similar to those afixed to car windows only bigger)?
• My Tailgate:  People get to the game early to secure “their spot”.  As with all rituals, many people have a preferred space to tailgate.  Some people tailgate at the same spot for years.  Is there a way to configure the restaurant to create unique areas?  Is there a way to configure the tables to create more socialization for larger groups?
• Tablegate Streaming:  The big game is a reason for friends from out of town to come in, however, I would doubt someone would commute for Tablegating.  So, what about merging the physical and virtual worlds through a screen at the table — allowing people at the restaurant to text back and forth with friends anywhere.
• League Smack:  Fantasy leagues abound, and one of the main activities is to talk trash.  Building on the previous streaming idea, what about combining the streaming fantasy league scoring with Tablegate streaming.
• Pre-Game Games:  Sure there is drinking, but there is also activities like bean bag toss, washer toss, or ladder golf.  Can one of these games be used/adapted or is there another game here.  Of course there is paper football, but thinking a little bigger — a little more special.
• Contest: Okay, now add a contest to bring it all together.

Buffalo Wild Wings has an opportunity to create a go to experience, a go to ritual, on game day.  This is a logical and emotive extension from their current marketing.  There are very few national restaurant chains that can own Tablegating (maybe Hooters).  So the true ultimate challenge is how to take a contest idea and transform it into a ritual.

Check out the list of postings on my wall.  Specifically, look at the comments and likes to see which marketers are getting the love back. 

My favorite is the Qdoba kissing contest (way to generate CGC on V-Day).  I only listed one posting, but there are multiple postings on my wall of people kissing for a free BOGO.

AutoTrader.comWhile we always love cars, we love them a little bit more today in honor of Valentine’s Day. Read all our car-love content right here today! http://www.autotrader.com/car- love.jsp
Comments: 3   Likes: 3

Zehnder’s of Frankenmuth™  Happy Valentine’s Day! On the menu tonight at Zehnder’s Restaurant: Lump Crab Cakes to start off with, 18 oz. Porterhouse or Char-Grilled Filet with Demi Glace and of course, a sweet treat for the Valentine and special Valentine drink specials…
Comments: 1  Likes: 14

Pep Boys – Manny, Moe & Jack  Happy Valentine’s Day! Picking up some flowers? Or something for the mechanic at heart? Tell us—what’s the best or worst Valentine’s gift you ever received? – The Boys
Comments: 0  Likes: 2

Chili’s Grill & Bar Win a night out from our friends at ClickItToGiftIt! In 100 words tell them your funniest, craziest or most embarrassing Valentine’s story, then vote on the best tale starting Thursday, Feb. 17 at 12 p.m. EST. The story with the most votes win a $100 eGift Card valid at Chili’s, Maggiano’s, Macaroni Grill or On the Border along with a $50 eGift Card to Regal theatres. Submit your story now! http://on.fb.me/dVdcD8
Comments: 22  Likes:  97

Starbucks  Happy Valentine’s Day! This couple met each other at Starbucks, but they were Starbucks across the street. They might have met faster if they sent a Starbucks Card eGift? http://sbux.co/StarbucksCardeG

Comments:  414    Likes: 5,173

Advance Auto Parts You love your car. See our latest Poll for creative ways to show it on Valentine’s Day.

Don’t forget a Valentine’s gift for the love of your life – your car. Which gift would you choose?

1: A lush bouquet of spark plugs and ignition wires

2: An embossed car bra (for those romantic, weekend road trips)

3: A flask of exquisitely aged antifreeze

… See More
Comments:  7  Likes: 9

  

 Chili’s Grill & Bar  Happy Valentine’s Day! We hope you spend the day with family and loved ones, and if you don’t have plans, stop by Chili’s to try our 2 for $20 with your sweetheart.

Comments: 29  Likes:  236

 

 Weber Grills   Happy Valentine’s Day from Weber! We truly love all of our fans.

 

Comments:  29  Likes:  191

 

   Qdoba    Happy Valentine’s Day ♥ Don’t forget, today all at participating Qdoba locations we’re doing a special BOGO for a Kiss. Kiss your special someone, your mom, friend or even the random person behind you in line to get a BUY ONE, GET ONE FREE entree! No coupon necessary – just your lips and someone to kiss and someone to kiss! (Valid only at participating locations, available here: http://bit.ly/fTWwQP)

  Comments: 21   Likes: 49

   Denny’s    Do you love Valentine’s Day or hate it? Either way, Denny’s will be open to singles looking to mingle and couples looking to canoodle!

 Comments: 25    Likes: 76

   Chick-fil-A    Like this if you love Chick-fil-A as much as we love our raving fans!

 

Comments:  374   Likes: 17,073

 

  Sonic Drive-In  Happy Valentine’s Day!

Comments:  26   Likes:  340

  

  Volvo Cars US    Happy Valentine’s Day from Volvo. May your day be filled with love and joy—and ideally a Volvo. http://cot.ag/f6JtSE

Comments: 13  Likes: 64

  

  BMW USA  Will you be my Valentine?  Yours,  BMW

Comments: 351  Likes: 2,064

 Coca-Cola  Every day can be Valentine’s Day.

Comments: 802 Likes: 19,212

  

  Denny’s  Happy Valentine’s Day from all of us at Denny’s! Make sure you get a free Pancake Puppies Sundae for yourself and send one to someone special using our Valentine’s Day cardmaker!

Comments: 7    Likes: 71

  

  Ben & Jerry’s  Today is all about Love…Love of ice cream!! It’s the 4th anniversary of when we all fell in love with AmeriCone Dream, which we’re happy to report is now available in Scoop Shops! For one day only – Feb 15th – you can buy one scoop of AmeriCone Dream and get a second scoop free! Here’s the really cool thing: Stephen Colbert is donating all of his proceeds from the sale of this flavor. What a guy!

Comments: 25  Likes:316

  

  Ruby Tuesday   Happy Valentine’s Day! 

Comments: 54   Likes: 511

 

   Audi USA  Still looking for that perfect Valentines Day gift? To help get your wheels spinning, our friends at Kelley Blue Book’s kbb.com put together a list of the Top 10 Turn-On Cars for Valentines Day. Can you guess which car they selected as number one? – http://audi.us/f2ppck

 Comments: 156   Likes: 3,888  

 

   Best Buy  Valentine’s Day is only one day away and if you still aren’t sure what to get that “special someone” we have the perfect 2-Day sale for you!

Comments: 15   Likes: 135

 

 Little Debbie  This Valentine’s Day, we wanted to share a rare behind-the-scenes look at how Little Debbie became America’s sweetheart. Watch this news clip and let us know if you learned anything surprising!

 Little Debbie: the sweetheart of Valentine’s Day   A Knoxville TV news crew recently got the inside scoop on how Little Debbie became an American icon.

Comments: 57  Likes:  344

 

 Chicken of the Sea Love is in the air. Impress your Valentine with Easy Salmon Italiano. This dish pairs Chicken of the Sea Pink Salmon with spaghetti squash to create a truly delightful meal. Your sweetie will thank you. http://bit.ly/dtRyNL

Comments: 1  Likes: 3

 

  Jack Link’s Beef Jerky Happy Valentine’s Day! You get the sweet, you get the hot, you get the picture!

Comments: 11  Likes: 46

 

  

 

 

If not, pay attention.  A consortium of tuna brands and processors want to elevate the tuna –  as a fish, as a meal, as a healthy ingredient to sustain life itself.  Okay, maybe that was a little strong.  Regardless, the new campaign, Tuna the Wonderfish, is attempting to elevate the tuna to a new level — to a milk, orange juice or cheese status.

The success of the campaign is reliant on its ability to crack the four modes of how we think.  The modes are simple and straightforward:

• Daily Mode:  A person is focusing on life – daily issues.  They are not thinking about tuna, Omega 3, or tuna tacos — the person is just living their life.  BTW: this is 99% of people.
• Interest Mode: Someone takes time in their day, because they are intrigued by a product or service.  The person decides to to learn more about the product, but they are still not in the mode of  buying the product.
• Buy Mode: A person’s mindset when shopping for a product.  This mode can be months with a high-consideration purchase or seconds for commodity items.  Whether shopping online or aisle 3, the Buy mode is about closing the deal — getting the purchase. 
• Own Mode:  A person’s mindset during product usage.  Although usage is about meeting and exceeding expectations, you should also layer in did the product generate an emotional connection — a connection to the brand, a connection solidifying loyalty.

The modes vary in intensity by product.  Products with a strong advocacy (e.g. autos, fashion, electronics) tend to have a pronounced Interest mode for some people, because it is not just a product it can also be a person’s passion. 

The biggest factor for marketers is breaking through the Daily mode — a mode advertising is designed to crack.  And it can, however, it is hard to penetrate due to the overwhelming marketing noise in our life.  To compound the “noise” many marketers choose the wrong communication strategy, because they assume everyone is one degree away from purchase.  So instead of influencing the person in the Daily mode, the marketer is appealing to the minuscule Buy mode audience.

So will people Get Tuna?

The answer lies in the campaign’s ability break through the Daily mode, because there are very few tuna passionate people regularly seeking out tuna info, and by the time we get to the tuna aisle the marketing shifts from the Tuna the Wonderfish campagin to the individual tuna brands.  The novelty of the campaign may break through, however, I wonder if the gimmicks used on television can be leveraged in other media.  For example, the “Got milk?” campaign used the iconic milk-stache as an ubiquitous signature to pair with the breakthrough television.

The promise for iAds, per Steven Jobs, is to change the quality of advertising.  Currently, online ads provide an interactive brand experience, while television commercials provide an emotive experience.  The promise of iAds is to fill the white space between the two and provide an emotive, interactive experience.

A primary benefit of iAds is the lowers barrier of participation.  Since it is built into the new Apple operating system, the ads are a part of the mobile experience, therefore when someone engages with an ad, they do not lose their place.  iAds become a brand interlude within their mobile experience.

It all sounds good, except the iAd still hasn’t fixed one problem for many marketers: them.   While iAds lower the barriers of user participation in ads, the same people are making the ads.  Ads about product styling.  Ads about product features.  Ads about them.

In a recent blog (Some thoughts on creating the killer mobile app) I offered a perspective on core consumer ingredients to build successful mobile apps.  Three consumer tenants include:

• My Money, My Time:  Some people spend time to save time, others spend time to save money.  Apps that assist people in minimize time to save money will be beneficial to shoppers. 
• My Purchase: Shopping is about knowledge (not just information).   Knowledge is the synthesizing of personal needs with product information to determine the appropriate fit.  Thnik about apps combining personal information with product features to make recommendations.
• My Life: Macro digital experiences will accentuate my life (e.g. facebook, YouTube).  Most likely these ideas will be ubiquitous in a person’s life including a mobile experience. 

I would like to add another thought to this list, which is the promise of iAds: interactive entertainment.  I like the lean forward objective of interactive entertainment.  It is not passive – the promise turns the user from an “audience” to a “participant”.   Basic learning theory will tell you the more someone is engaged the more memorable the experience.

Ah, but there is a catch — entertainment is about the audience(not the marketer).  Think of successful Super Bowl ads — the most popular ones entertain the masses.  Successful mass interactive experiences follow the same formula (think Elf Yourself).  In both cases the marketer puts the person before the product.  This is not easy for many marketers who prefer to fill their commercials full of product features and benefits — they make it about them.  And to fulfill the iAd promise marketers must truly do Brandvertainment.  Not an easy chore for many.

Dentyne ICE has been trying to own the kiss for years.  Previous attempts included Get Fresh, Nothing’s Colder than ICE, Fresh Breath Changes Everything, Make Face Time,  and Cools Your Breath Twice. 

This campaign breaks through because it is simple, humorous, and relatable.  The ad uses several vignettes of men using Dentyne ICE to practice safe breath. The vignettes different stages of preparedness in a date: at the moment, before the date, and when you forget.  A nice subtext of “don’t be caught with bad breath” persists throughout.

The commercial also uses an accepted social norm.   Cognitively the “dating public” has been preached to practice safe sex since they were teens (or maybe even sooner). 

The dating public can relate to the mass benefit of fresh breath, or conversely the mass fear of bad breath.  While the condum may be representative icon for safe sex, Dentyne ICE is trying to insert itself as a marketing icon for Safe Breath. ]]> http://www.ericbowe.com/2010/04/safe-sex-social-norms-and-bad-breath/feed/ 1 http://www.ericbowe.com/2010/04/the-anti-exposure/ http://www.ericbowe.com/2010/04/the-anti-exposure/#comments Mon, 05 Apr 2010 11:43:28 +0000 Eric Bowe http://www.ericbowe.com/?p=442 Did you watch the NCAA Tournament?  Then I am sure you have seen the Southwest commercial with the beer-gutted, chest-painting ground crew who is flashing nearby planes with “BAGS FLY FREE” (if you haven’t had the pleasure take a glimpse here).  The first viewing was funny.  The second, third, fourth viewings were somewhat entertaining.  Beyond that the commercial became annoying.  It became the anti-exposure.

We have all witnessed the anti-exposure: a commercial that is so annoying it not only wore out its brand welcome, but has also became a detriment to the brand — degrading the brand with each successive viewing.

There are different reasons for this like the commercial was never that good. However, sometimes the anti-exposure is more than just a good or bad commercial.  It is a byproduct of too much money, micro-targeting, or lack of desire.

Too Much Money
My guess is the Southwest commercial tested well with focus groups, however, I am sure the focus group did not watch the commercial 50 times.  The high frequency of the commercial ruined possibly an effective ad:  

• Seeing the commercial once – entertaining, impactful, and memorable. 
• Seeing the commercial too much – annoying, harmful to the brand, and unfortunately not forgettable

Sometimes over exposure is a function of too much money.  Marketers have a choice of spending money in media or production.  Many times the marketer will choose to minimize production (number of commercials) to maximize media dollars (exposure). 

Some marketers understand this concept and consistently create ads to keep their message fresh and prevent the anti-exposure.  For example, to win the mobile wars AT&T and Verizon are pumping hundreds of millions of dollars into broadcast, and they are constantly creating ads to support their key differentiation.  Verizon is continues to generate map commercials, and AT&T has Luke Wilson reveal a myriad of different ways to multi-task with a phone.

Designed for the Few
About five years back I was working on the Chrysler business.  A bright strategist for BBDO did a insightful analysis proving excessive dealer association advertising degraded the brand.  It made sense.  The dealer advertising targeted deals to people shopping for a new car, which at any given time is less than 4% of the market.  The excessive deal-vertising overwhelmed the brand message and constantly degraded the brand for the 96% of people not in market for a new vehicle.

The Chrysler example is another reason why a commercial can get annoying — they are designed for the micro-target.  Designed for the few.  Most Super Bowl commercials work because they are designed to entertain all viewers.  Effective marketers who use mass media understand they are communicating to all viewers, so they either need to entertain the masses and/or communicate a mass benefit (e.g. think about our Verizon’s maps as a mass benefit).  If people cannot relate to the product benefit or the entertainment value of the commercial, it will decrease commercial effectiveness.  It will become more and more annoying with every exposure.  In a way, DVRing the commercial may be a brand blessing.

Create Commercial Desire
You may remember the  Messin’ with Sasquatch commercials from Jack Link’s Beef Jerky.  Or maybe you don’t, because the commercials did not receive a lot of air play.  The commercials were based on a simple entertaining premise — people playing pranks on Sasquatch.  The commercials don’t seem to get old, and if you check out the YouTube Channel you’ll find that many of the commercials of received well over 1 million views.  They are not only on television they are sought out online.

Sought out — an interesting premise.  Can you imagine creating commercials that are the antithesis of the anti-exposure — they are a desired exposure.  Many Super Bowl commercials are sought out, because the single airing was not enough.  Some marketers, like Apple, create desirable ads on a regular basis. For example, the introductory commercial for the MacBook Air ad was simple, elegant and memorable (i.e. sliding a MacBook into an envelope),  and online within weeks the commercial had over 1 million views.

So what about Southwest Airlines?  Well, as of the past weekend they have moved on from the beer-gut, belly-painting, flashing baggage handlers to just the baggage handlers strolling on the tarmac discussing the merits of bags flying free.  Simple, entertaining, and not over epxposed … at least not yet.

And where there is passion there are marketers — all trying to capitalize on the heightened awareness, the passion, the fans.  Through watching many games and reading coverage online, I have seen the many commercials and banner ads (I must be nearing frequency levels in the triple digits with some ads).  As I analyzed which teams will make it to the Final Four, I also wondered which marketers are winning the advertising bracket.  As I reviewed the many ads, I grouped the  ads (television and online) into three different groups: basic exposure, contextual integration, and brand passion. 

Basic Exposure
Basic exposure is just running an ad as is.  No changes. A marketer will get the ratings — get the eyeballs.  However, they are not tapping into the passion of the tournament.  The obvious advantage is no additional production costs.  However, before dumping any ad onto the tournament, marketers need to think about viewer benefit.  Typically, there are two viewer value propositions: entertainment or mass product benefit.  The majority marketers in the tourney take this approach.

Although there are many examples, I was intrigued with the overwhelming amount of commercial exposure for men’s personal care products.  Sure, sports attracts a higher proportion of males, and college sports are more upscale (although upscale may have little to do with these products), but the jump ball for male attention seemed a bit much.  Anyway, here are four of the products with significant air play.

• The AXE Hair Action  commercial is more entertainment than product benefit. The ad uses humor to promote the product benefit. The AXE ad is probably entertaining to their target: a single guy in his teens to twenties — for a mid-40′s guy, not so much.
• Degree for Men is taking a contest approach with Bear Grylls — the guy from Man versus Wild.  Viewers are encouraged to sign up for a Degree Adventure Challenge, where the winner could join Bear in an episode of Man versus Wild.
• Dove Men+Care is running both commercial and online content.  The commercials are pretty straight forward, and center around a mass product benefit approach — Dove’s Micro Moisture. 
• Gillette Body Wash takes a humorous jab at Dove in their commercial.   Like the Dove ad, Gillette uses a product benefit (Odor Shield) in their approach.

Contextual Integration
Contextual Integration is combining elements of the tournament within the ad — hoops, basketballs, basketballs going through hoops.   Contextually, the ad fits.  Normally banner ads are just a front door to the regular site experience.   The following are several examples of marketers integrating into the tournament.

• Hooters ran an expandable banner titled “Catch all the Sports Action at Hooters” on Fox Sports.  The banner, which was adorned with basketballs and Hooters girls, allowed users to enter their zip to find the nearest restaurant.
• Reese’s Peanut Butter Cup is the official .  The ads are simple focusing on the product — the primary change is the commercial tagline (e.g. “The Elite Eight”) and the number of candies.  Online is a different story.  The Reese’s Perfect Play within the NCAA Tourney asks people to vote for the Perfect Play from four videos.  It is a little like the old Pontiac Game Changing Performance, except instead of giving money to a scholarship fund Reese’s will be awarding the sweepstakes winner tickets and a trip to next year’s Final Four in Houston.

Brand Passion
Brand passion is finding the connection between the brand, the tournament, and the fan.  This is not easy to do, and very difficult for many brands.  The core element is a connection.  A connection that builds upon the passion point and the brand.  The following marketers use a brand passion strategy. 

• While on television AT&T ran commercials where Luke Wilson is playing H-O-R-S-E, online the brand created a simple experience where people can do “tweet outs” to tournament teams.   Through CBS Sportsline fans can access AT&T Title Tweets where people can do shout outs to their team via text message or Twitter.  A nice integration for a mobile brand.
• Capital One’s Ivan Brothers  webisodic adventure (running on ESPN.com) follows the journey of the Ivan Brothers — from backwoods basketball phenomenons to March Madness.  The initial video on the YouTube channel has over 980,00 views – quite impressive.   However, the drop off is severe to the rest of the videos with the next highest video getting only about 20,000 views.  This is not uncommon.  The marketer buys views through their banners.  However, viewer interest does not proceed past the initial viewing, and video views drop off dramatically.  The campaign nicely extends Capital One’s Viking Campaign, however, why didn’t they run these ads within the tourney?  All I remember seeing is the Viking ski commercials.
• On television HP ran their commercials, on ESPN HP sponsors HP Amazing 16.  The site encourages fans from the Sweet Sixteen universities to show their passion by uploading photos or posting on the message board — and you get extra points for posting from an HP computer.  The winning school will receive $100,000 in contributions.   On the plus side this sweepstakes builds off the brand line “Let’s Do Amazing”.    It is somewhat limiting by only including the Sweet Sixteen schools.  And like Capitol One, their commercials airing during the tournament where not linked to this campaign.
• On television and online Coke Zero is promoting their Brain Bracket.  Coke Zero is a perennial marketer in March Madness creating annual favorites like Bracket-O-Matic.  Brain Brackets is for the fans.  People submit ideas on how to improve sports from a fan perspective (e.g. The Zebra Cam, ), then users vote for their favorites in bracket match-up.  The Brain Bracket is novel and worth checking out.  Although it is larger March Madness in scope, the bracket approach to picking a winner works.

Which way would you prefer? For many marketers it comes down to efficiency.  They would would prefer spending the money on media — on getting eyeballs, not on production.  I prefer effectiveness over efficiency — every exposure, every experience should count.  My goal would be to come up with a brand passion idea linking the passion of the event with passion within the brand DNA.  You can’t always convert, but you need to step up to the line and give it a shot.