Jeff Dachis, CEO of Dachis Group is excited about data. To his mind, data can help brands unlock the potential of social. Furthermore, Dachis believes that authentic social engagement at scale is the pot at the end of the online brand advertising rainbow. The Internet has proven to be the perfect direct response marketing medium, but a wasteland useless to any marketer that cannot sell their product directly …
Taco Bell Airlifts Taco Truck To Remote Alaska Town, Feeds The Tacoless
Some pranksters (that may or may not be employed by Taco Bell and/or its ad agency, DraftFCB/Orange County) posted flyers in the small town of Bethel, Alaska announcing that a new Taco Bell would be opening on July 4th. The flyers included a fake web address but a real phone number belonging to a local citizen, who ended up fielding many unwanted calls about possible jobs at the new fast food restaurant. The …
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A Hard Driving Series From DC Shoes And Ken Block
Even if you do not intend to drive a fast car through the empty streets of San Francisco, you want to be wearing DC Shoes. That's the message here, in this fifth installment of the brand's "Gymkhana" series: According to Michael Learmonth of Ad Age, the series has amassed 157 million views since the first installment in 2009. What Learmonth finds more interesting is how many brands are "along for the …
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Benevolent Petroleum “Making Nice” In Communities Around The Gulf
BP spent years, and lots of money, helping us believe the impossible--that the company is an environmental steward, when in fact the very opposite is true. Now, with the Deepwater Horizon disaster as part of the company's record, the brand guardians are back at work, saying essentially that with BP's money and commitment to the recovery effort, it's all good. To ratchet up the believability of these …
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Quick, Name Five YouTube Sensations. If You Failed To Do So, You Might Welcome YouTube’s Help.
"Hey, we need a 'YouTube sensation' for this concept to really fly." If you're a producer, and you just heard those words from the creative director's mouth, what do you do? Where do you go? The YouTubes is a rather large place to look for a sensation. According to Ad Age, YouTube feels advertisers' pain, and in response the Google-owned video sharing site is launching something called "Video Creation …
Paid, Owned and Earned Media All Influence The Story, Whatever The Story May Be
"The insidious power of brand content" is a strange headline for an article in The Guardian. Nevertheless, the article exists and its writer, Frédéric Filloux, takes unnecessary issue with the growing popularity of content marketing. Brand content is the advertiser's dream come true. The downfall of the print press has opened floodgates: publishers become less and less scrupulous in their blurring of the line …
Meowbook Is The New Catvertising
Cadbury sells a chocolate bar in Australia called Boost. Droga 5 in collaboration with BE VIACOM, Ignite Media Brands and Carat sold Cadbury a cat video. Sadly, it's a mocumentary that's been done before. According to Campaign Brief, the three-part series, cleverly titled "Meme Myself and I," is running on MTV Australia. The video also has nearly 60,000 views on YouTube. A comment on Campaign Brief …
Lots of Small, But Interested Audiences. What’s A Brand To Do?
With both YouTube and Hulu investing large sums in original serial content, there's a sizable opportunity for brand integration, brand-sponsored content and an opportunity for content companies to be born and built. In Los Angeles today, the production community is well aware of the potential in video, but it's not like the hits are rolling off the fingers of screenwriters from Pasadena to Long Beach. Be that as …
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