Super Bowl Predictions: Game and Marketing

Super Bowl XLVIII

Tonight, the biggest sporting event of the year will take place in New York. The Denver Broncos will take on the Seattle Seahawks in what is supposed to be one of the best Super Bowls in recent memory. Personally, I am rooting for Peyton Manning and the Broncos, as I am sure most people are, but like many sports, defense reigns supreme. Therefore, I believe the Seahawks will take home the Lombardi Trophy.

Another prediction I would like to make deals with real-time marketing. As anyone in the industry will remember, it was a year ago that Oreo sent out that famous dunk in the dark Tweet. When it came to marketing, the whole world changed.

Oreo

If you ask experienced marketers, they will all say that real-time marketing has been in play for years. I beg to differ. With the advances of social media and listening technology, nothing like that was ever in place.

Brands are now expected to be online 24/7, ready to take advantage of any opportunity they can get. Clearly, the Super Bowl, with over 100 million people watching, is a BIG opportunity.

I expect to see many brands try to send out a viral Tweet like Oreo did last year. However, no matter how creative Bud Light, BMW or Dominos gets, no social action will have a larger impact than Oreo’s a year ago.

Nonetheless, I am excited to see them all try.

What are your predictions?

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The Worst Stay in School Campaign

Stay in School 2

Sometimes, and I do believe marketers will be the first to admit it, but we fuck up. Whether it is a misspelling on a front page press release or a dumb Tweet that everyone ended up seeing, marketers clearly have their fair share of WTF moments.

The latest came from the Learn for Life for Foundation when they created perhaps the worst Stay in School campaign children have ever seen. Take a look at the short video below (1:45).

First off, the entire first half of the video seems like a paradise. Whatever 13-18-year-old that saw ithe first half of the video was probably asking themselves “why have I been wasting my time in school?” Then, of course, we see the big bang (pun intended) when the slackers start to get blown up because they are hanging out on an explosive testing site. Seriously, how outlandish can you get it?

What the fuck Learn for Life?

Richard Sherman vs. Marshawn Lynch: Why America Hates the Media

Sherman 2

After the NFC Championship game, Richard Sherman had one of the most memorable postgame interviews you will ever see. Any spots fan has undoubtedly seen the footage, but just in case, here you go.

Then, on Media Day 2014 at the Super Bowl, Marshawn Lynch, perhaps Seattle’s most recognizable athlete, did a complete 180 on the Sherman interview by nearly ducking every question he heard. In fact, he publically stated that the only reason he came out of the tunnel at Media Day was to avoid a $100,000 fine. Here is all Lynch said:

This whole week, ESPN and other news outlets have been making these two reactions a key story leading up to Super Bowl XLVIII. Let me hit you with a news flash: THIS IS NOT NEWS.

Coming out of journalism school, my professors warned me that the public loses more trust in journalists every day. Not only do they not trust us anymore, but they completely ignore us all together. Honestly, I don’t blame the public when major outlets such as ESPN creates a story where there wasn’t one in the first place.

And how about those interviewers that kept asking questions? Journalists are taught to go out and find the story, not create one themselves. Well, they certainly did here with Lynch. They should have moved on and let him be. They created a story because they knew it would drive eyeballs. I know every publication in the world is doing this nowadays, but I still have a right to point it out when I see it.

Shame on all of you.

Our Obsession with Cats Shows Facebook is Not Your Cash Cow

Cats

Facebook is not a platform to sell your services or products and this point could not have been made clearer than with a recent photo I decided shared on WOMMA’s Facebook page last week. In case you missed it, look above.

One week later, this image has garnered 107 shares and 87 likes. This one image was the most viral and engaging post I have ever shared, paid or organic. With all these platforms giving preferential treatment to the big advertisers, that shows something.

In the end, this is why I tell everyone and their mother that the social media giant is not made for selling your product. Consumers share and interact on Facebook so they can either feel part of the crowd or because they want to show off to their friends. That is why this image generated over 100 shares. Those 107 people wanted to be the one person in their group who could say they found the next viral image. To put it likely, they wanted to show off.

And who could blame them? With the rise of Grumpy Cat (if you haven’t heard of him, just check out any SXSW recap and he will undoubtedly be mentioned) and numerous other cat videos, why not connect our obsession for being socially connected with this feline?

Compare this post to any other WOMMA post related to the blog, an event, or even thoughtful images that link back to the blog and the engagement doesn’t even compare.

People do not go on Facebook to see what brands they like are doing to make money. Consumers go on Facebook to see what their friends and family are doing. If they happen to see something posted by a brand that would resonate well with their group of friends, they will share it.

So the next time you decide to share a link to your event page, think again.

Content Curation Wins in Publishing

Rebound Sex

Content marketing is no longer a fad, but turning into a necessity to succeed in business. Many mediocre marketers think that content creation is all that goes into content marketing. Nowadays, content curation is becoming as, if not more, important as content creation. A recent article by my friend Jack Marshall of Digiday on the rise of Elite Daily demonstrates my point.

Elite Daily is the modern day New York Times for Generation Y. I started reading Elite’s articles back in May of 2013 and have loved it ever since. By no means was it an actual news source. I would read stories of virility, sex, sports and office politics. However, now, as all publishers do, they are turning into a publishing powerhouse reporting on everything there is under the sun. They have published provocative and eye-catching titles like “Sex With Your Ex? You’re Not Alone. Scientists Determine That Rebound Sex Is Just Human Nature,” to more newsy stories like “Power To The People: Ukrainian Prime Minister Resigns In Response To Massive Protests.” However, when you post images like the one above, who won’t click through?

Given their quick rise in the past two years, 43 million unique visitors in November 2013, it is not surprising that they have amped up their content efforts. They publish up to 100 pieces of content per day. Notice that I said publish and not create.

You will see that many of their stories or videos are taken from other websites like YouTube or other news outlets. Who can blame them? Look at the traffic some of those posts are garnering.

Jack Marshall reports;

Some posts published in November attracted over 1 million likes on Facebook, for example, including “This Middle School Football Team Went Behind Their Coaches’ Backs To Do Something Incredible,” which is comprised of a YouTube video of a CBS News segment and a 250-word summary.

Older content also bubbled up during November and December, Arabov said, like this one from August containing a month-old YouTube embed — “This Video Uses Jelly Beans To Show You How Much You’re Wasting Your Life” from Ze Frank — and a 75-word summary.

The post has 769,000 likes on Facebook. Neither of these examples would seem to qualify as amazing feats of content creation.”

I want to jump at that last stat. That post received over 750,000 likes on their Facebook page. All they did was take the video from YouTube and slap a few words together. I first saw both of these videos through Elite Daily’s Facebook page. I didn’t even know who created that Jelly Bean video until I wrote this post. The sad part is that I don’t even care. It was an intriguing piece of content that I wanted to see and Elite gave me that opportunity.

Content creation can take plenty of time and money. Content curation is fast, easy and highly efficient. A publisher cannot survive without a healthy mix of both. Marshall could not have said it any better.

“Both videos [above] were already viral hits on YouTube, but the name of the game in publishing, increasingly, is finding ways to get content shared on Facebook, even if you didn’t create the original content yourself. Publishing has become a game of packaging.”