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First off, banners are a means to an end. Most of the time they are drivers to a site experience. Banners should not be the center point of your campaign, they are more like the icing you would put on a cake. If the cake tastes like s%*# then there is little the icing can do. This is why we need to think about bypassing the banner. This weekend while you and your neighbors are firing up your backyard grills for the obligatory Memorial Weekend BBQ, Johnsonville is celebrating Brat Fest in Madison, Wisconsin. Based on the web site, there seems to be a large crowd, good time, and plenty of brats consumed. I received an email on Friday notifying me of Brat Fest. Too [...] Most Americans seem to be breathing a sigh of relief as the initial anxiety over the Swine Flu “pandemic” has subsided. Although worldwide there are 8,829 cases in 40 countries confirmed to date, there is a noticeable decrease in new media coverage of the outbreak (the initial coverage was over the top — as documented [...] Okay, initially I thought grilled cheese would have as much enthusiasm as the straw hat. However, the more I researched the grilled cheese, the more I found an enthusiastic undercurrent sandwich (or “sammich” per the grilled cheese enthusiast). As you can see from the YouTube video (1st 6th Annual Competition on YouTube), attendees really get into the event. A lot of the enthusiasm comes from the creativity of sandwich assembly. For example, there are three categories in the competition: Stride Gum’s commercial uses the cheesy infomercial formula to entertain. And forget about selling the gum. The commercial centers around alternative uses for the long lasting gum like balancing a boomerang or replacement eyebrows. Oh yeah, they need your help. The commercial culminates in a call to action to go to StrideGum.com to help them name the new Nonstop Mint gum. Butterball owns Thanksgiving like Prince Spaghetti used to own Wednesdays. My belief is a brand needs to own a physical, temporal or cognitive space from a consumer perspective. I am impressed how Butterball continues to add to their dominance of the holiday through multiple methods of assistance, plenty of PR and now a National Thaw Day. |
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