Interstractive

This is a fundraiser for my daughter's pre-school

2011-11-27T22:58:00.000-08:00

This is a fundraiser for my daughter's pre-school. Please use the search box below before you buy anything from Amazon and her school could receive up to 15% of the purchase! Thanks for your help!

Amazon.com Widgets

Damn, they're good!

2008-10-15T14:03:00.000-07:00

I love Nike. I guess I also have to love Weiden as well, because they have created a hell of an ad. So dramatic, yet cute at the same time.

You gotta see this. If you don't at least get a little chill, you're not human (or at least not a sports fan)...

Uh oh

2008-10-15T13:56:00.000-07:00

They are saying that the financial woes might extend to online soon enough. It's of course already felt in the financial sectors, but auto will probably be next.

The flexibility of online which is usually so good, can also be used against it in a pinch, since every other media is longer-lead and/or sunk.

But chin up, the industry is forecasted to have a "banner" year (hee hee) in 2009. Hang on for 10 more weeks!

Online ad industry needs to be more efficient. -- DUH!

2008-09-26T11:40:00.000-07:00

I think as this article states, the online ad industry definitely needs to get more efficient. I think all of us in the industry see the inefficiencies but the question is really how to fix it.

When I was at a large agency, we tried a few different ways, like templates, which not only helped make development easier, it made it much more flexible and quick to go live. However, the thing that everyone hated was the lack of creativity. Since our shop was known for its creative solutions, who wanted to put up a template?

I think there's way too much talking about the problem and too little offering real solutions that could help. I look and look to these "experts" to give us some real hints of how to solve the problem and I pretty much always get no real solutions. Just "rules" or things not to do. Sigh...

VW Routan

2008-09-24T19:42:00.001-07:00

Love the name, right? VW has an interesting campaign to promote their new minivan. They've hired Brooke Shields, now a famous mother, to fight against people having babies just so that they can buy a Routan. Man, I just can't get over that horrible name. Really bad for the internet generation. I misspelled it a couple times before I got it.

Anyway the campaign seems pretty fun, where she's self-importantly fighting this cause, with several spots here, here, here, and here, driving people to routanboom.org.

Brooke does a good job of keeping a straight face as she accuses couples of having a baby for German engineering instead of love. Will this sell minivans? Not sure, but it will drive awareness that they HAVE a minivan, and that's a start. Now if they could just do something about that name...

What do you think? Are you a PC?

2008-09-22T10:45:00.000-07:00

So the new campaign for Microsoft is finally revealed (at least one ad of it, available here) and at first viewing, I thought it was pretty good. However, upon further reflection, I'm not sure it's exactly what they need to bring them back from cultural oblivion.

After all, Apple has made the Mac cool. It's a cultural phenomenon now, young, hip, stylish, trendy even. Microsoft, as in this article, has become the butt of Apple's jokes. Part of it is because it doesn't really have an identity beyond nerdiness or business.

I understand from a logical view that this campaign is meant to rebut this stereotype a little, but to me it almost confirms it. It's not an emotional campaign as much as a logical one. One that will probably resonate much better with those who currently use PCs, and maybe that's the point. Older people, business people, nerdy people, will all rally around their PC platform and just like the blackberry vs. iphone debate will rationalize all the functional benefits of using a PC, like it works better with Outlook! and it doesn't crash as much when you use Microsoft Office! And, and... well, I'm sure the head strong can come up w/ a few more.

But anyway, it's a fun war we have going on and I'm glad Crispin's in it. Because even if this isn't the campaign that really makes it a battle, at least Microsoft has a team that can possibly bring them back to the playing field.

Btw, I'm a PC, but I'm also an iPhone. Maybe that's why I liked the ad the first time?

HEADLINE: Online Video Continues for 10 years!

2008-09-17T10:37:00.000-07:00

Boring. Just read this Google blog post about the "future of online video." It was supposedly a compilation of the thoughts of 10 of Google's top experts.

You know what they come up with? That online video will continue growing and will become the largest communications channel. That there will be more devices to record, edit and upload. That it will become a bigger part of people's lives. Am I missing something? I mean, "top experts" from one of the most forward-thinking Internet behemoths out there and we get predictions of basically "more of the same, but bigger and better."

How boring. I want to hear about new ideas, like "clicking on Jennifer Aniston's sweater to buy it while watching Friends" kind of ideas that were popular 10 years ago during the boom. I want to get excited and inspired, not hit with the blahs.

Well, you know what's really happening. Every one of those exciting ideas are being worked on by a few geeks from MIT in Google's "labs." We'll see it, but only after they figure out how to get little text advertisements right next to the video feed.

Sigh.

Coke Zero Zero Seven Bottle

2008-09-10T10:28:00.000-07:00

For some reason when I initially heard about this, I was thinking it was a brilliant idea. "What a sponsorship! A great idea!" (I don't know what I was thinking). Then I saw the bottles and I thought, "eh."

Do you ever get the impression that this goes on not only with consumers but with all parties involved? The marketers that paid for this sponsorship or whatever this is called, Coke, everyone. Collective "eh" and you move on to the next project. "Well, at least we'll get eyeballs" would probably be the resulting sentiment.

There's just too much marketing that may sound good initially but just ends up looking and feeling wrong. What a shame.

New Microsoft Commercial: Bill Gates & Jerry Seinfeld

2008-09-08T10:38:00.000-07:00

I'm sure you've seen the new spot by now. In case you haven't, here it is:

I thought it was VERY interesting and it actually made me watch it again and call my wife over to watch it (where I had to rewind a little to start it over). Sure, it didn't mention Windows. Big deal! I can't believe people are already calling this campaign a failure or stupid (see article talking about this stupidity here).

After all, isn't advertising about first getting someone's attention and breaking through the clutter? This first effort definitely got that. So I'm wondering what the pundits will say when they HAVE to see what's coming next. That's what Crispin has done, created an appetite and a curiosity about the campaign. Like the first season of "Heroes" where we couldn't wait until the next episode, the audience now wants answers to the burning questions in their heads:

- What is the purpose of all this and how does it tie into Microsoft?
- What does Crispin have up their sleeve?
- Will they outshine Apple?
- Will they finally get some cultural currency?
- What will Jerry do next? Will his jokes get better? (we hope)
- Will there be other cameos?
- Will Bill show us his house? Is he really a cheapskate?

Anyway, the point is, this is the stuff that inspires blog rantings and yes, even the stuff that gives long-retired bloggers (such as myself) a reason to pick up a pen... er, keyboard again. Stay tuned. I think it's VERY interesting!

A Few Good Ads

2007-10-15T09:16:00.001-07:00

Deep down in places I don't want to talk about at parties I just want the creatives to frickin' listen to my strategy and use it. Just once? Kidding. There are a FEW good creatives out there...

Righty or Lefty?

2007-10-09T13:42:00.000-07:00

I recently received an interesting "test" from my friend that I just had to share. It's an animation of a dancer's silhouette doing a turn. What's so great about that? Well, depending on whether you are primarily a left-brained or right-brained thinker, it turns a certain way. That's right, depending on the way you THINK it turns different ways. Try it here.

Some people can't get it to switch directions (I saw it turning clockwise immediately and it took me a little while to see it turning the other way), but if you can, I'm betting that you can't just leave it alone and just need to keep trying to make it switch directions.

Why do I mention it? I just think it's great viral fun. Ok, ok, if I had to pull an interactive "lesson" from this, it's that as the web gets more and more complex, one thing remains consistent, it's that good content, not necessarily the latest bells-and-whistles, always triumphs over mere good execution.

Eye Wonder Why

2007-10-09T13:31:00.000-07:00

Keeping on top of online marketing trends means going on a lot of sites that talk about such things. The ads that consistently impress me on these sites are the EyeWonder self-promotion ads, like this one. They are so good to me because they utilize EyeWonder's "instant play video" technology better than anyone else I've seen (which is probably why they did it -- frustrated with their clients not utilizing their technology to its potential, they decided to do it themselves). They not only load extremely quickly and self-play, intriguing users to look at them and play them, they also offer videos in addition to the first one to play with.

What keeps me wondering is why they haven't been touted a little bit more for their effective use of their product in their ads. Such a slam dunk, in my opinion.

Sprint's Waitless.org

2007-10-09T13:17:00.000-07:00

Waitless.org is a really fun site by Sprint which uses video to show users ways to save time. The examples they have are fun, quick and addictive. That’s the good part.

Criticisms are that there really isn’t that much to tie it into the brand and their message (what is the tie-in anyway?) and once a user is done looking at all the time-savers, there’s little more for the user to get involved with. The logic seems to be to roll the time-savers out, but with their cool little concept to start, I think a better idea in today’s online social media landscape would’ve been to open it up to people more – allow them to comment on each shortcut, allow them to submit their own shortcuts for immediate broadcast (instead of submitting them for curating), and allow people to respond through video to the campaign (like YouTube does). Sure, it’s riskier, but given the money that they probably threw at this campaign and this website anyway, isn’t it riskier to leave it as is – a fun experience that you visit once and never come back to?

Don't be a bloghead!

2007-06-18T13:04:00.000-07:00

So since blogging has gone mainstream I have had a lot of clients ask me to get the blogging world excited about their product or service.

I have to then educate them in the tough world of guerrilla/viral online. I remind them that these are not lemmings to be manipulated, much as some well-publicized examples tend to imply otherwise, but they are typically the most vocal, opinionated and, sometimes, cynical of all consumers. To treat them in a "post it and they will believe it" type of way is a huge mistake. I tell my clients that although it sounds great -- I mean, it's supposed to be free, right? -- it's a risky strategy that can easily backfire.

Just like the message boards that are still thriving out there, blogs have to be treated with respect. On the boards you have many long-standing "residents" of the forums, not only talking to each other, but establishing influential, trusted relationships even with the "lurkers." A strange or new voice is easily detected and agendas are easily figured out. Once you're figured out, even your most helpful online buddy will turn into Sgt. Get-the-f-outta-here.

A slightly different dynamic is present on the blogs. Sure, sometimes commenters are frequent contributors and respected members of that blog's "community," but typically the blogger him/herself is the star of the show and you can't forget that.

My tact on getting some degree of attention in this space is to treat them like a feature writer for your local paper. Remember, they're people just like you and me, maybe some have slightly bigger egos, but they are people. They are also busy people and most likely get a lot of mail, solicitations and requests. My guess is if it's relevant to what their blog's about, and you use honey (respect, generosity and even flattery) rather than vinegar (demands or trickery), you'll have a much better chance. But even then, I wouldn't hold your breath.

In a good WSJ article about blogs and other community media turning your life public, it talks about some services that now aim to "clean up" people's online reputations that have been besmirched by online media. My guess? These services used a PR person's honey (relationships, relevance, respect) to get the story.

Starbucks Roadblock

2007-06-05T09:12:00.000-07:00

I was at my local Starbucks this morning, waiting in the usual long line and straining to find something interesting to occupy my time when I happened to glance up at the specials board. I saw that they were playing the new Paul McCartney CD in what they called a "Global Listening Event" or something. Apparently they are playing McCartney's new album all day in every Starbucks and from the title, it sounded like this could be happening in every Starbucks across the world. That's pretty big.

But it's an interesting and, since it's a globally known entity like McCartney, very valid tactic to introduce a new album. They could've done more with signage (maybe table tents or at least a real sign, which admittedly I didn't look for), but in general, it's great to hear what you're buying. Lord knows you're waiting long enough so there's time to hear a good sample.

It's a great example of the mash-up of music and food service because the music becomes a part of the ambiance and the brand experience. You, being a captive audience ready to experience a tasty beverage, are in the mood to receive it and the music can add another layer to the image the store is trying to project.

It started me thinking about all the other food service and retail establishments that could possibly implement such a strategy from the stereotypical (bbq restaurants and country or blues music, diners and 50s music) to the quirky (Target and the many songs it uses in its ads?). I mean, why not package your audio image and make a few bucks in the process? It also creates a legitimate reason for consumers to go to your website and pretty much applies to everyone that visits the store.

Ok, so there are licensing issues, manufacturing issues, additional headaches, but isn't that just an opportunity ready to happen? A company can be created that does the licensing in one shot, the picking and packaging of songs, the cutting of the CDs (optional), the labeling, etc. and ships it out (or enables downloads) for companies big and small. Create a skin-able front end engine for clients, and it's ready for incorporation into a client's website.

Anyway, my apologies. I intended to talk about how this Starbucks Roadblock thing was like interactive marketing's near equivalent, the all-day roadblock on portals, but kind of meandered into something else. Oh well, that's what blogs are for, no?

Bricks and Clicks (Revisited)

2007-05-25T14:01:00.000-07:00

Is it just me or is "Bricks and Clicks" starting to really take hold? I'm seeing more and more businesses -- and mind you, not necessarily the kind of tech-friendly kind that you might typically think of (e.g. Circuit City) -- embrace a "bricks and clicks" mentality and I'm personally loving it.

For instance, the other day I went to Tito's Tacos to do the wait-in-a-line-for-20-minutes-but-it's-worth-it thing and as I walked up to the building, I noticed a sign. It said that if you ordered online, you just wait here with your car and they'd bring out the food. Holy crap. You mean, after 20-some years of coming to one of the landmark Culver City eating joints and dreading long waits and (sometimes) unsavory characters, Tito's is now gone digital and in the process will save me time and frustration? Hooooooly moly. Talk about revolution! Arriba! [Caveat: Ok, I haven't tried it yet and it may very well be slow or the quality of the food may suffer, but c'mon, you always have to pay some price for that kind of convenience, no? -- Caveat update: According to the website, it's only for orders over $75. Bummer, but it will still come in handy next time I have a Tito's party]. Give it a shot: titostacos.com.

A greater example of this, however, is buying Wine online. Think about your process for buying wine: you go to a store, maybe a wine store, maybe a more general store, and browse through the aisles, sometimes getting some help if the shop is knowledgeable and well marketed, but mostly not. So how do you decide then? By what's on sale? The label? Ick. Hate the process. But now, you can order online and pick it up at your local shop (at least near me, on the Westside of Los Angeles).

Here's how it worked: I went to the website, looked up some wines, read about them, selected some, paid for it, and in less than an hour, the wine was picked and packed in a nice box and ready for me to pick it up. Fan-frickin-tastic! No going down aisles, no shlepping a shopping cart around the store, eyes glazed over looking at label after label, no asking store personnel how much a bottle is, no scanning a label for the region of the wine or what grape it was made from, no wishing for a description or a rating, it was all there. They even had the real labels scanned in for you pretty-label people. Best of all, I got to do it all in between other work on my computer, then got to save $40 on shipping by picking it up. Saves time, saves money (since I also price-compared online), saves my sanity. I was very impressed and I'll definitely do that again.

So, is the world ready for this? Maybe not yet. The penetration and awareness of these types of services seems to be low and, of course, there's still the pleasure of occasionally walking down physical aisles looking at real goods, but the world will definitely warm up to it. It's the perfect blend of online and physical store convenience. And if these businesses with their not-so-sophisticated appearances are any indicator, when the world is ready, they will be too. Now only if we can get Home Depot (my biggest nightmare online) and my local supermarket to offer such services. What a wonderful world it would be!

Marvel Vs. DC

2007-05-15T16:53:00.000-07:00

Love these parodies of the Mac/PC commercials:

The Future of Mobile: Crush or Flush

2007-05-15T09:58:00.000-07:00

Heard of "Crush or Flush"? It's a new "Hot or not" for today's mobile set. Although it's a simple idea, I think simple applications like this one (users only have three choices: "crush", "flush" or "tell a friend") is where mobile will finally shine. I think there's been too much effort in recreating the web on phones. That's just silly. The web is great for elaborate graphics, depth of content and endless linking. Mobile is NOT good at those things and it may never be.

Developers/entrepreneurs need to start thinking smarter about delivering apps that facilitate use by the normal person's cell phone before mobile becomes anything substantially more than a phone. They should keep in mind the fact that typically there are limits to battery life, user patience, what the user wants to learn and the time period users want to spend using their phone.

Is Crush or Flush going to change the world? Hardly. But maybe it'll change mobile and mobile marketing for the better.

The Greatest Sponsorship Ever?

2007-04-08T22:34:00.000-07:00

MCDONALD'S All American. What kind of All American? He's a MCDONALD'S All American. After all, if you're the best of the best in high school basketball you have to be a MCDONALD'S All American.

I just finished watching some great basketball during March Madness. After hearing "McDonald's All American" mentioned as THE qualification of why so-and-so is supposed to be great, or why so-and-so will change the fortune of this team or that, and hearing it about 15 million times in the course of watching the games, I came to the conclusion that McDonald's may have the greatest sponsorship ever. They will never EVER give this up. After all, they alone hold the name of the pinnacle of high school basketball. It's what you want to be if you're a high school basketball player. You don't just want to be an All American, you want to be a MCDONALD'S All American. Because McDonald's IS All American. McDonald's IS the best. McDonald's IS your favorite food, high schooler. Yes, yes, now you have it. Go get a Big Mac right now... and don't forget the fries, you need carbs to play your best. Good boy.

Nike can't do that, can they?

Some good Pointrolls

2007-04-03T16:25:00.000-07:00

Huh? What do you mean where have I been? Ok, ok. So I took a little hiatus, big deal. You weren't supposed to be reading this anyway, you were supposed to be working! ... slacker.

On with today's topic... I received the latest newsletter from Pointroll and unlike every other time I get one of them, this time I opened it. More surprisingly, I'm actually glad that I did. There's some good stuff in there. Here are my three favorites:

FedEx
I love this ad for its interactivity and keeping it simple. I think it's really hard to get someone's attention online when they're trying to read something other than your ad.

But the key is, once you get their attention, how do you hold on to it? Or, taking it a step further, how do you continue to hold on to it? This ad is great because it delivers (pun not intended) the message very simply, but in an interactive way.

But the best part is, if you're like me (and God help you if you are like me), after trying the slingshot once, you have questions:

If I do it again, will it go to another location?
If I do it softer will the destination be closer to home?
How far can I stretch the rubber band?

In essence, the activity and the resulting questions created a natural urge to do it again and possibly again and again. In doing so, it adds more exposures to the brand, more exposures to the message and ingrains the experience deeper into the user's mind. And you thought it was just a fun ad.

Listerine
This one does a great job of leading the user down a path. First, it inspires curiosity, you want to find out what's behind the door. And it just takes a rollover, you don't have to click to another site or anything. So I rollover and wow, a whole new world, complete with rollover descriptions of the villians!

[Of course it would be nice to understand a little more about who this little detective guy is and wouldn't it be better if there was a pretty damsel dentist in distress instead of some Jughead-with-hair dentist? And do you really want to change the interaction and make the "what is plaque" and "caring for your teeth" buttons require clicks vs. rollovers? But I digress, there's a cool story unfolding, right?]

So I click “continue.”

The gang scatters [I'm not sure why, all the detective's packing is a magnifying glass, what's he going to do, burn their wings off using sunlight? But then again, this is for kids, right?] then the contest screen shows up. There's a nice clear call to action that then leads to the site, saying "click here to play now."

[This is kind of where it all breaks down. What just happened? What exactly is the story? What does the Wii have to do with the cavity creeps or whatever those monsters were? And finally, what's with the copy on the last page: "Many will enter but few will win"? Is that supposed to inspire me to take the time to enter the contest? Yikes. Ok, after doing this analysis, there maybe more to dislike than like on this one.]

Menopause
I like this ad because it uses the expandable ad to really load up content in multiple formats for a campaign that is supposed to answer questions (see the image to the left). It offers a nice little interactive trivia game, some videos and another section that I couldn't get to work.

The things I didn't like were the speed (which could be the Pointroll site) which made it too long to get to the three rollover interactions and to get through the trivia game. The trivia also didn't have a prize or a nice end to it, and didn't really help users learn after answering the questions (e.g. by offering the right answer and maybe the reason why it's the right answer). As mentioned above, I also didn't get the "meet our experts" part to work, which seemed like it might've been interesting.

Anyway, although these ads aren't perfect, they're a lot better and a lot more clever than most that I see expandable ads used for. All it took was a little more thought about what's appropriate and the willingness to make it happen.

9,305 Years of YouTube Viewed So Far

2006-09-05T14:12:00.000-07:00

Holy Crap! I love You...Tube. In fact, just over the weekend I've fallen in love with it all over again. I won't go into why, after all, this isn't really a personal blog, so let's just leave it at that.

However, in this great WSJ article about scraping stats (btw, I have no idea exactly how they are scraping. If you know, let me know so I can tell my technology-experimenting-and-hyper-analytical business partner to do it ;)), they discuss all the analysis that's being done on the YouTube audience. Interesting, yes, bladdity blah, BUT, this is the greatest stat: The total time the people of the world spent watching YouTube since it started last year is 9,305 years!

Man. Another interesting tidbit is how they are spending several million dollars' worth of bandwidth every month. Double man. Makes me think we all better get it while it's out there because if the suits don't figure out the business model and start cranking more ad dollars in (or start charging, or something), they may not be around very long.

Oh YouTube, I hardly knew you! :(

gWorld - Google's image labeler

2006-09-05T13:52:00.000-07:00

Google World Domination Watch, #245,235: Google is so tricky. They have a new diabolical psychological device they have unleashed on the public (as reported in Media Post's Search Insider). They call it a "game" to make it sound innocent, but it's an alien mind sucking tool. Don't buy into it.

They are trying to capture and log people's brains for their own gain. Reminds me of the classic Twilight Zone titled, "To Serve Man." Ooooh, sends shivers down my spine everytime I think of it! Don't you miss great shows like the Twilight Zone? Do they still have the marathon on Thanksgiving weekend? Ahh, Thanksgiving turkey. Man, it's already September. Where does the time go?

Uh... oops, sorry, bit of a mental lapse there. So, as I was saying, Google reminds me of those aliens in that Twilight Zone. They are doing all this good for the world and everyone's buying into it. They read about the "benevolent" things that they are doing for their community (e.g. providing free wi-fi), that they provide a service to the world (e.g. search), etc. but really? They are aliens. Their motives will be known soon enough, but by then, it will be too late. We'll all be on their space ships, rocketing off to become someone's feast (hey, ironically, I referenced Thanksgiving turkey above. Neat!). Shouting to the faceless intercom, "What time is it! What time is it! Can't you just tell me what time it is without giving me a lesson in Euclidian Geometry!"

The answer back in the ominous tone of Sergey Brin's voice, "There is no time in space."

Ok, weird post I know. I'm not on drugs (except advil and caffeine), I swear it.

gmac? iGoogle?

2006-09-05T13:39:00.001-07:00

In a great NYT article, the author speculates about how two anti-Microsoft players are banding together (to an extent, through the appointment of Eric Schmidt onto Apple's board).

Although I think it's a great partnership of innovative brands, I'm not sure what that means to the world. There is mention of using Google within iTunes. Paradigm shifting? I don't see it. Do you?

Google offering free Wi-Fi

2006-08-17T14:21:00.000-07:00

The other day Google announced that it was going to launch its free wi-fi service in Mountain View, CA. Now, the author of the article says that Google "simply has more money than sense," but what do you think? I'm thinking that they want to find a way to track users. Ok, maybe not that, but at least get an idea of usage levels, then roll it out to the rest of the country, monetizing this "free" service with restrictions (e.g. a new interstitial initiated by the service? shown every 15 minutes of use? pop-unders?). I know they aren't in favor of overt ad-spamming, but they've got something up their sleeve, that's for sure.

More money than sense my @$$.

AOL Digging For Gold...Literally

2006-08-17T14:15:00.000-07:00

In a fantastic article, AOL, after winning a large multi-million dollar settlement from a spammer and not being able to collect from him, wants to dig near his parents' house to see if they can find GOLD that he supposedly buried there!

Apparently he made millions off spamming people and hides his money by burying it! I love this story.

Smart Cars are coming!

2006-06-29T07:37:00.000-07:00

Hooray! Ok, slightly off subject, but ever since I went to Italy about five years ago and saw the cute little Smart cars, I knew they would do great here in the US. I was even thinking of starting a "small car" dealership with Smart cars, Mini's and some other european mini-cars. Anyway, it's good to see they're coming. No, I wouldn't drive one, I probably wouldn't fit. I'm just saying...

Record songs from your XM player

2006-06-29T07:29:00.000-07:00

XM now has a portable player that can record songs wirelessly as you hear it on their radio (Read the L.A. Times article here). I love this function and was hoping it would happen (my vision was always one where you could purchase it wirelessly then choose whether you wanted to download it wirelessly or wait until you got home to use your fatter pipes).

Anyway, I hope it takes off (and gets all its legal issues worked out and gets cheaper).

Great commercial, like.no.other

2006-06-22T12:03:00.000-07:00

Just had to give my props to the new ad for the Sony Bravia in Europe.

Read about the campaign here or just watch the commercial here. Also, if you like it (which you will), there's some additional video here.

Enjoy!

Finance writers... sheesh

2006-06-15T13:08:00.000-07:00

Do me a favor -- read this article and tell me what her point was (or just laugh). Horrible. I would expect more from a woman named Bambi Frickin' Francisco.

Quick news bites...

2006-06-15T10:44:00.000-07:00

Here are a few things that caught my eye this morning in the L.A. Times:

Public libraries are now offering checking out and downloading of digital books online!
Cool. I'm definitely going to "check this out" :) -- all I need to do is dust off my old library card from the 70's. The catch? You can only check it out for about three weeks, then it digitally goes poof.

Netscape going to a Digg Model
It's a big risk for AOL, but it's a good experiment for them. I mean, what do they have to lose, except 11.2 million people in traffic.

Nielsen is going to track TV viewing on the Web
I think this is interesting, but ultimately it's kind of retrofitting a new medium to the old way of thinking. Sure, it's a good thing for the old guard to try to compare apples to apples, but we're talking Granny Smith to Red Delicious. Not exactly the same. Not only that, but we really need to have better ways to measure things...

34% of Boys Don't Want To Be Rich!

2006-06-14T10:33:00.000-07:00

Ok, so, the NY Times article was about how Scion is marketing their cars to kids 8- to 15-year olds through an online interactive community, which I think is a great idea. Just like putting smoking advertising at kid's eye-level in the 7-11.

BUT, the big news to me was hidden in one of the statistics. According to research from Packaged Facts, quoted in the article, only 66% of boys age 9 to 11 say they want to be rich! What the...!

Am I crazy or did everyone want to be rich when they were that age? Who didn't want to live like Richie Rich and have the world's largest lollypop or a circus in their backyard? Ok, the short shorts I could do without, but still!

I think it's a crime. Parents, do a better job. Raise your kids to be consumers and respond to marketing. It's how I make a living. ;)

Are "screens" the most powerful brand drivers? It depends.

2006-06-14T09:37:00.000-07:00

Just read a Fast Company article that showcased a debate between Saatchi & Saatchi's Worldwide CEO and Ogilvy & Mather's Exec. Creative Director for the Brand Integration Group. Interesting discussion, but I'm not sure I quite understood what they were arguing about.

I think they both agreed that ideas can start anywhere and I think they both agreed that "screens" (e.g. PC, TV, DVD, movie, Playstation, etc.) were powerful ways to touch people, but I guess they were arguing whether screens were the most powerful driver.

Interesting thought and some really good points follow in the article, but really, who cares? After all, I believe in the beautiful but eternally frustrating phrase, "it depends." When my clients ask me a question, like, "What should we be measuring?" or "What should we have on our home page?" or "Shouldn't we be using rich media for our online ads?" hoping for that simple, succinct, strong stance that they can definitively take to their boss, I unfortunately usually have to say, "it depends." Because it does. Much of what we do in marketing has completely to do with context. What is the consumer like? How do they get their information and entertainment? I mean, how are you going to affect that consumer that gets her news from a newspaper and her entertainment from books or shopping or going to museums? What screen will you use for her?

Anyway, in that way I have to agree more (but not completely) with the Ogilvy guy. He at least acknowledges that other elements can be just as or more powerful. I think he was put in the unfortunate position of almost arguing against screens, but c'mon, they are ubiquitous and a huge part of our lives, so sometimes they are the best option.

That's why discussions like this seem kind of silly. I think both of these guys would ultimately agree with my views. But then, Fast Company wouldn't have a story, huh?

Self-Fulfilling Termination?

2006-06-13T10:12:00.000-07:00

Reading the L.A. Times article this morning about more services moving to the web gave me chills a little bit. I mean, you saw The Terminator, right? Remember the premise? That the "machines" (read "computers"), with all the artificial intelligence research getting more and more sophisticated, finally achieved self-awareness and took over the world? It was a plausible story because right before that happened, all the world's information was digital and centralized (e.g. on the Internet).

Yes, boys and girls. This could happen. Sure, maybe not in our lifetime, but hey, maybe your kid or your kid's kid will have to travel back in time to protect you from the robots that are here to kill you. Ok, now that I say it like that, maybe it isn't so plausible. BUT, the thought still does haunt me.

Or how about they become self-aware, then they take over the world and power themselves on solar power, then we make the sky all cloudy, then they use our body heat as power and create an alternate reality for us to live in. Then there's this guy called Neo...

(<-- Neo, before becoming "the one")

Brawny's Pretty Brainy As Well

2006-06-07T17:00:00.000-07:00

Well, I have to tip my lumberjack skull cap to them once again.

By now I'm sure you've seen a commercial or otherwise heard about the Brawny Academy. It looks to be a made-for-Internet reality show where Brawny Man teaches eight n'er-do-wells how to be a man (however, since the women in their life sent them, I think it's more how to make them have more characteristics that women want).

I saw the trailer and it definitely looks fun. I'm a sucker for reality TV and it sure sounds better than watching cats lick themselves 24/7, that's for sure.

In any case, this post is not just about Brawny and their interesting forays using the Internet as their more inexpensive way to break out and create interesting content (remember, they were doing this years ago -- check this out), it's about my assertion that TV is no longer the destination, dammit! It's the Internet, stupid!

I know that I'm not the only one saying this, but still, I feel that people just aren't really getting it. The Internet is allowing all kinds of boundaries to be pushed or shattered (or at least experimented with) and it's not going to let up.

Again, it's not always going to be about the Internet that we know and love today, the one that is usually viewable on certain screens in your home office as opposed to the living room. It's going to be delivered entirely differently in the future, sure, but that's not my point. My point is about the storage, and the searching, and the beautiful lack of regulation and the connections and the trackability and the self-selectedness...(pant, pant, pant) Ok... I'm tired now. I'm going to go lay down.

But before I do, heed my warning, you TV/movie producers and you marketers and you advertisers. Don't wait any longer. Get in the inventive/creative Internet content game instead of just repurposing your same ol' TV shows or commercials. You'll learn relatively early and be the best when the rest of the world catches up (btw, it's not that far away).

Meow Mix: The Cutting Edge Cat Food

2006-05-31T09:44:00.000-07:00

In dramatic movie-announcer voice:

THIS SUMMER...
CATTY...
GOES...
TO...
A...
WHOLE...
NEW...
LEVEL...

(hyper-fast montage of cats scratching each other, hissing, chasing each other, cuddling, screaming at each other, with drum music, playing faster and faster until...)

-- fade away --

THE MEOW MIX HOUSE
June on Fox

Ok, maybe it's not on Fox. Maybe it's not even on TV, but Meow Mix has done it again. Say what you will about the quirky brand, it's hard for me to think of another CPG, let alone a pet food brand, that has done as much as they have to experiment and really push the boundaries in the name of brand and marketing.

They created Meow TV, the Meow Mix Cafe in New York and now they have created the Meow Mix House, apparently a real house that will have 10 cats (selected from shelters) living in it from June 13-23, to love, laugh and scratch each other's eyes out. It will have webcams in every room and America will vote for their favorites. The least favorite will be voted out and the top cat "gets" to be a taster for the company.

Ok, I'm not going to comment on whether or not this will sell cat food for Meow Mix or whether they should measure response and all that (of course they should). It seems as if Meow Mix has made a commitment to make their brand about being out there, about going where the people are and giving a cat-twist to things. I think their relatively bold moves in their field represents the chutzpah of the brand and that's probably translating to consumers who identify with fun and quirky (and may be a little nuts to boot -- hey, they're cat people after all).

I hope they do track it and they have been somehow tracking their other efforts, but my guess is that they are creating more buzz and PR hits than similar budgets would be able to generate. Most importantly, they are trying things and (hopefully) learning from them.

You Can't Spell .mobi Without "MOB"

2006-05-30T09:57:00.000-07:00

Forget the Sopranos. How about ICANN? How can you get a gig to be the OFFICIAL organization that gets to extort money from every single corporation and wannabe company in the world?

I'm talking about the .mobi extension. Paying to get your .mobi extension is like extorsion, isn't it? The mob (ICANN) comes to you and tells you (use your favorite gangster voice), "yo, I suggest you pay the fee and nobody gets hurt. I would also suggest auto-renewal. Otherwise? Maybe all of a sudden you won't be found in Google, or anywhere else, capische? Oh, and by the way, because you're a big company with money (ahem!), I mean, for your protection, we're going to charge you a higher rate, to dissuade those nasty cyber-squatters (not that we know any) from coming in and damaging your name. You wouldn't want that, now would you? Oh, and if you have any other companies or brands, you wouldn't want them to get hurt either, would you?"

What a scam. I mean, how many of these companies REALLY believe that this is where they have to be, at least right now? To which of these companies is it really THAT important? I mean, do you really need to be checking job listings on your phone (Hot Jobs was reportedly one of the first to sign up)? I can barely get through the day on my crappy battery just using the phone for what it's for -- CALLS. Really, what's the rush? We've been hearing about this mobile phone jazz for about five years now. It's coming, I know, but it's not here yet, that's for sure.

Anyway, I'm not really mad at ICANN. I just want to be jumped in. I want to be made.

Print and Online Work Together, Not Apart

2006-05-02T16:39:00.000-07:00

In an OMMA article, Bob Carrigan makes the point that online sites of magazines are not and should not be just a repurposing of the offline content. I can't agree more.

He details how online counterparts to offline magazines should offer more than what is in print, and the best examples of sites that have succeeded end up looking little like their print parent.

The article is aimed at marketers having to evaluate publishers to advertise with (and Bob recommends going with those that have recognized the value of adding to the experience through their site, since those will be the ones that survive and thrive). However, I think his points also help validate my long-standing thoughts that traditional print (along with other traditional media like TV and radio) will ultimately become more of a driver to online than destinations themselves.

With the flexibility of display (video, audio, graphics) and especially the ability to connect and interact, the web (or some evolved cousin of the web we know and love today) will be the destination. This is already happening in several ways (way too many to mention here), but a good example is The Apprentice or some similar show. I'm a big fan of the show (hey, don't judge me) and I LOVE the fact that you can get uncut footage of some of the boardroom battles. I knew for several seaons that they must've edited the hell out of those things and it's just great that you can now get more online. This speaks to another great thing about online. It's not someone choosing for you what you get to see (well, to a certain extent, but bear with me), it allows you to self-select what you want to see more of and then you get to delve deeper.

With magazines the options are even greater. Instead of getting a little (like say, 3 pages and two photos) about a subject, you can go online and get a link to a video or more photos, or links to even more photos, or links to related articles, demos, tools you can use, and most of all, the ability to interact with the writers, editors and fellow readers, to truly get the most out of what you're looking for. The sky's the limit. And marketing online is likewise limitless.

[As an aside, I also believe that online presents a very strong ability for strong magazine brands to expand into the world of broadcast/video by experimentally floating out content to see what hits and what doesn't at a far lower cost and risk than trying to make a mega-deal with a network or cable channel.]

Anyway, as you can tell, I can go on and on, but I'll finish up here. Just mark my words, in the near future, the Internet is going to be media and all other current media will just drive people there.

User-Generated Content Crumudgeon

2006-05-02T14:44:00.000-07:00

In an iMedia Connection article the author lashes out at user-generated content and it's continuing foibles, notably the recent Chevy Tahoe user-generated ad fiasco. He absolutely rails on the GM execs and how there is no way that GM even thought of the potential hazards and how, basically, the whole thing was nothing short of a complete and utter failure.

He then implies that sites like MySpace will never generate serious money because mainstream brands are afraid of the unbridled content.

Now, I acknowledge that there are definitely problems with user-generated content and that yes, marketers should learn from the past when thinking about using such media for advertising purposes. In fact, when working with one of the top automotive companies wanting to explore a community site, I argued against it due to its unpredictable nature. However, there is a difference between being cautious and being completely negative on the subject. After all, user-generated content is truly changing the face of the Internet and nearly all media and is not going to let up any time soon.

The trick is going to be how to effectively get in there and effectively manage the issues inherent in a free-form media. The solution is not to lambaste those brave enough (note I am not calling them "stupid enough") to venture out and explore the possibilities. In fact, we should applaud those pioneers. I don't think pulling out the old and dusty case study of GeoCities is going to necessarily be the light we all need to understand and navigate through today's Internet. It's a whole new world and if you don't adapt, you might as well go back to TV.

Axe Booty Tones

2006-05-02T14:15:00.000-07:00

A recent MediaPost article outlines how Axe Body Spray has created a new mobile phone related promotion, called Axe Booty Tones where you can view a "black book" and download ringtones that match the girl that you choose.

More than the promotion, I enjoyed the analysis of the article which not only acknowledged the annoying quality of ringtones, but also succintly noted why this campaign stands out. Mostly, it creates an emotional connection with it's target, identifying the young males' undeniable desire to use media (in this case a ringtone) as social currency.

Can we all just (file) share?

2006-05-02T12:10:00.000-07:00

Interesting Business 2.0 Article talks about three services using file-sharing for transferring large files to hopefully end the problems of attaching large files (e.g. photos, video files) to emails. The solutions are Pando Networks, Perenety and WiredReach.

Although the new services use the same (or similar) technology some of us more geeky types have been using (allegedly) to illegally download music and video online, their goal is to create a more user-friendly interface, similar to (or actually using) regular email.

Sounds like an easy transition from this to implementing the same to bolster the biggies' (AOL, Yahoo, MSN) instant messenger services, no?

Mission: Stupidity or Mission: Genius?

2006-05-02T11:13:00.000-07:00

Love this story about a Mission: Impossible III stunt gone awry. Apparently a bunch of newspaper racks were rigged to play the M:I theme song when someone opened them to buy a newspaper, but some of the units fell on the paper and looked like bombs.

As a result, the bomb squad blew them up. Ha! A spokesperson said it was the "least intended outcome." So, was it a mistake or was it on purpose? I mean they must've generated many many times more news stories than if the gimmick had just gone as planned. Hmmm... marketers take note. :)

Microsoft to Buy Massive

2006-04-26T11:51:00.000-07:00

Not much to say here since others have commented on this already (see Branded Newb and Joystiq), but I think it's a good move for Microsoft to buy Massive.

Not only does it make sense in terms of their console/online gaming business, but it's a great in-road to a place where Google isn't (yet) on the ad-inventory/selling side. They are also planning on integrating it into their ad-brokering service, AdCenter, which can really help them differentiate their offering from Google, by providing a "one-stop" to buy search, display and gaming advertising placements.

I don't know about you, but I love the on-going battle between Google, Microsoft and Yahoo. It's fun to watch, isn't it? I just wouldn't want to be in the middle of it. Think of the stress. Yipes.

MySpace Competition Heating Up

2006-04-26T11:27:00.000-07:00

In today's Wall Street Journal, there were a few interesting articles about the on-going battle for social-networking supremacy. In one article, the Journal highlights four competitors, TagWorld, Imeem, Tagged and VarsityWorld. It contains their "strategies" for carving out a niche in the social networking space. One emphasizes the drag-and-drop interface, one is downloadable (big mistake), one is aimed at high-schoolers and the last is monitored by humans. Is there room for them in the increasingly crowded area? Well, according to the article, their user bases range from 50,000 to three million. Will they survive and/or thrive? You decide.

BBC Enters Social Networking
In another article (sorry, it's not public), the Journal reports that the BBC has its own plan to "offer a serice on its Web site simlar in some respects to MySpace.com."

Microsoft to Launch Social-Networking Site
Last, Microsoft is entering the fray by launching their own social-networking site, called Wallop. This may be old news to you, since about 200,000 users are currently testing the service within Microsoft.

I'm bored with social-networking. Anyone have any other ideas? :)

Males as sex objects

2006-04-21T10:55:00.000-07:00

In a recent posting, my buddy jokingly writes about how appalled he is males are being portrayed as sex objects and gives a couple of examples. One of the examples I didn't look at because I'm just a little too busy at the moment, but the other (which I had seen some time ago, but that I was happy to be reminded of) was for Brawny paper towels, a microsite featuring VERY funny videos is one of the most memorable advertising microsites I've seen in a long time (even though the videos take forever to download).

One thing that quickly comes to mind when thinking about the Brawny site is how increasingly important the Internet is and will continue to be in keeping advertising and all content fresh and pushing the boundaries. I'm not sure if you're familiar with the Brawny TV ads that accompanied that campaign, but they were so dull and stupid compared to the online videos (e.g. they had a hunky guy presenting a birthday cake with a cheesy voiceover with none of the cleverness and just a hint of the tongue-in-cheekness that the online work had so much of). Makes you wonder whether the TV came first and was enhanced/blown-out by the online or the online was first and it was watered-down for the TV executions.

But in any case, it's clear that the online gave the advertisers the ability to reach out and be more creative, explore the idea further and really give the idea more dimensions -- thereby giving the brand a fuller personality. I think that's why TV is going to dominated by online content in the near future. The ability to try more things, to be more edgy and experimental will quickly catapult the "wild west" of the Internet to the forefront of media that we know today.

Pretty soon, in my eyes, roles will be reversed and TV will be more of a promotional mechanism for the broader, edgier content online. Consumers (at least the more forward-thinking ones) will tire of the watered-down, corporate-filtered content on TV and will want to get fuller experiences, where they will not only be offered different, more experimental content, but also the ability to self-select that which interests them most.

Whoa! McMobile: McDonald's goes mobile!

2006-04-19T14:23:00.000-07:00

McDonald's is promoting some of its Oklahoma restaurants with a "Mobile Whoa" campaign, where customers can participate in a mobile scavenger hunt, get a mobile coupon and post photos in a camera phone and Web site picture gallery. The scavenger hunt starts when customers text-message a specific code or register online at a microsite for the promotion. Customers then receive a series of clues via text messages. Besides the coupons for free fries with the purchase of a Big Mac, there's another plus: all customers who submit a photo to the picture gallery will receive a code on their phone to download a free ringtone or wallpaper.

Will it work? Who knows, but seeing as though Mickie D's was one of the first to sign up on IAB's Cross-Media Optimization Studies, I think they are on the right track to getting it right. All this experimentation is sure to pay off somewhere down the line. Heck, if I were a kid in Oklahoma with a mobile phone, I'd definitely play. In fact, I'm jealous I can't play now. :(
Check it out here.

Watching the Nervous Little TV Networks

2006-04-18T15:39:00.000-07:00

A recent article (Watching the Nervous Little TV Networks) notes that the death of traditional TV itself is inevitable and is going to happen soon. I agree. In fact, I implied some of these things myself in a recent post. I think it is definitely the future and that future isn't very far off. BUT, it will take a visionary leader in the space. One that will really be able to capitalize on the fact that the Internet is so much more targetable, so much more measurable and so is so much more valuable than a random 30-second spot.

A person who commented on the article also noted that the effectiveness of ads not only depends on context, but also timeliness of the ad. He gives the example of holiday shoping. I agree with that, but I also think that the dynamic nature of online can easily accomodate that. For instance, instead of ads being frozen in time within a given content block (e.g. think of renting an old movie from Blockbuster and seeing those "coming soon" ads for "Coming to America" or some other ancient movie), by allowing ads to be dynamically placed in ad slots (like how iFrames are used for online ads now), current and timely ads can be rotated in and out, depending on the time of year and even the time of DAY that the content and ad are viewed.

Anyway, I think the age of TV over the Internet is just over the horizon. It's just going to take someone with vision that can come up with the technology and the ideas to make it work. It's that easy... kinda.

"Google World Domination" is Trademarked!

2006-04-13T11:32:00.000-07:00

My friend and colleague reminded me that he copywrited, trademarked, patented, and invented the term "Google World Domination." Mea culpa. May the wrath of Google befall me.

More Google news: calendar, China

2006-04-13T08:34:00.000-07:00

Google Calendar
Google is launching a new calendar program today and I'm excited. Even this means continuation of Google World Domination, it's ok since I benefit... for now. ;) Now maybe I can discontinue using Yahoo Calendar and integrate my email and calendar system again. But, the downside is, as this Washington Post article states, Google will start to track how you spend your time and could also possibly start showing advertisements for movies, for instance, if you make an appointment to go see a movie.

Big bro has changed his name from Microsoft to Google.

Google in China
Talk about WORLD domination. The hoopla about this L.A. Times story is that Google is restricting access to certain types of content (e.g. keyword "Democracy") that the government seems unfit for their people's consumption. I think Google did the right thing by not dictating to a country what they can and can't do right off the bat, but it does bring to mind how powerful Google is that just by disallowing certain terms, they are able to almost black out a whole section of the Internet (in a sense) and, correspondingly, ideas and knowledge. Scaaaaarrrrryyyyy.

The WRONG Way To Transition a Brand

2006-04-12T18:10:00.000-07:00

A NY Times article says that Lenovo has already dropped the IBM name from its products. Stupid, stupid, stupid.

Who the hell is Lenovo, you may be asking? Exactly.

MSN Deemphasizes 'Branded Entertainment'

2006-04-12T17:27:00.000-07:00

If you notice at the end of this Click Z article, MSN Deemphasizes 'Branded Entertainment', it has a little note: "Editor's note: This story was revised after MSN offered more details of its branded entertainment plans. The company objected to an earlier version."

That's because the original title had "cuz it DIDN'T WORK!" at the end.

So sad.

Another step towards Google World Domination

2006-04-12T17:13:00.000-07:00

As the Financial Times reports, Google is taking yet another step towards world domination with the purchase of a technology to get "expanded text extracts" (I can only assume from the searched sites themselves) that will give "relevant information without having to go to the web-site."

With all the millions and millions of searches and eyeballs on its site already, Google is already making a mint off their ad inventory. But what if they can gather another (to estimate low) 10% of the eyeballs by directing them to their own pages with useful snippets of information extracted from other sites? Not only is there an increase in inventory meaning an increase in ad revenue, but it's another competitive advantage i.e. another reason to use Google over Yahoo. This gets them a bigger market share and more users, again increasing users and use of the site, increasing revenue again.

But most importantly, in some ways it essentially makes the entire Internet accessible from one site. World friggin' domination. The whole Internet in one site. God help us all.

Btw, if you haven't noticed by now, I do love my hyperbole. :)

Lessons Learned From "The Apprentice"

2006-04-11T11:01:00.000-07:00

Saw the double-header of The Apprentice last night. I still love that show even though this season just isn't as interesting as usual. The main reason I like it (besides watching normally smart and savvy business people squirm) is because of the little nuggets you pick up.

They aren't BIG nuggets (hence the term, nugget) and they may not even be all that original, but they usually represent a shift in thinking beyond the obvious that is admirable. A couple of examples last night came from the second episode of the night, where Lee first gets the 7-11 manager to get all the shelf space for the promotion, then almost gets a huge 1,000 sandwich deal to put them over the edge. Some of you may be thinking that they were both no-brainers, but I'm ashamed to admit that I'm not sure I would've asked for the first and I definitely wouldn't have thought of the second, especially with the pressure of time and TV cameras in my face.

[Side note: I wish they would tell the audience (maybe on the website?) exactly what the criteria for each challenge is -- e.g. last night, they said that the objective was to increase sales by the biggest percentage. They didn't say anything about profit or even what product needs to be sold, but I guarantee that there must've been much more criteria. After all, why not sell the 1,000 sandwiches for $2? The way they stated the objective, it was all about revenue increase, not maximizing or even making profit.]

Anyway, another couple of examples from past seasons (that I can remember) are putting advertising on the pedicabs and using a geo-targeted mailing list from WeddingChannel.com (or TheKnot or some other big wedding site) to get New Yorkers to the make-shift one-day wedding dress sale.

Why am I writing this? Because I think we all (defintely me included) fall into the habit of thinking of our world in terms of the constraints we impose on ourselves. With just a tiny amount of -- yes, I'm going to say it -- out-of-the-box thinking, we might be able to make a big impact, rather than just spinning our wheels trying to make minute, incremental gains.

What are your favorite nuggets from the show?

helpwinmybet.com

2006-04-11T09:36:00.000-07:00

Have you heard of this site? I just heard about HelpWinMyBet.com on KROQ radio in Los Angeles, and it's about some guy who made a bet with his girlfriend that if he made a website that got to 2 million hits, she'd have a threesome with him.

Apparently he hit it in like 24 hours.

Is this a joke/hoax? Does anyone know? If not, there is a good lesson about web marketing in there somewhere. Sex sells? Spin it to win it?

The other weird thing is that I SWEAR the guy said it was helpMEwinmybet.com, which takes you to another such site, but not the same one. Ah, the plot thickens... eh, not really... just another guy trying to make a buck through lawlessness and snake oil.

How to make millions

2006-04-11T08:30:00.000-07:00

How To Make Millions

Create a website that builds on the lawlessness of the Internet.
Build audience based on that lawlessness
Sell to large corporation

Case Study: See MySpace

How To NOT Make Millions (aka how to kill a great website)

Be the large corporation that buys the lawless website with the giant audience
Try to monetize audience while adhering to public and corporate scrutiny

Case Study: See News Corp.

The Death of MySpace?

2006-04-11T08:27:00.000-07:00

A Los Angeles Times article in today's paper, Hip Youth Website Gets Grown Up About Safety, reports that MySpace has just hired a fomer federal prosecutor as a CSO (Chief Security Officer). This, combined with the millions that MySpace is spending on public service announcements (non-branded, of course) is just starting to take the shine off the apple, don't you think?

I think it's just a matter of time...

Webaroo: It's like a Tivo for the web!

2006-04-11T00:42:00.000-07:00

I know you're sick of hearing me talk about the Wall Street Journal, but since I can't link to the article I read there, here's one from PC World.

A service called Webaroo is allowing users to download websites for use offline. I have heard of such tools for a long time now, but apparently the key differentiator is that Webaroo downloads quickly and automatically. According to the Journal:

Webaroo users will install the company's software on their computers and then indicate specific sites or subject matter they want the software to collect from the Web. When the computer is connected to the Internet, it downloads the corresponding Web pages.

In other words, it's kind of like your Tivo at home, except then you can take it with you, to view any time you want. Yes, the world is supposed to be all wireless now, but you and I both know that reality hasn't yet caught up to the huge expectations out there.

Just think, you could download stuff before going on a plane, or going camping (although technically you should be going camping to get away from your laptop -- bad nerd!), etc.

Anyway, just thought it was a neat idea. I also think that the idea is just more applicable now that laptops and other portable devices are ubiquitous while wireless isn't quite where it needs to be.

Disney to Offer Some ABC Shows Free on the Web

2006-04-11T00:22:00.000-07:00

I read a story in the Wall Street Journal today that I thought was pretty big.

Turns out the mouse is going cutting-edge! They are going to offer their TV content free! Well, you're going to have to sit through commercials you can't skip, but still, this is a huge step forward. They are going to put hit shows like "Lost" and "Desperate Housewives" on their websites for FREE! Whoa.

Think of the implications. The pay-per-view and video-on-demand businesses, much ballyhooed to be the next big things are now kind of thrown on their sides. Although iTunes is safe for now because people can't easily download the content on to their portable devices, someone will eventually figure it out. Pirated file sharing of those programs won't really be necessary and Tivo won't be the only way to catch your favorite shows the morning after (also changing the impact of the DVR on commercial watching).

What are other potential implications? Will it hurt DVD sales? Will it hurt rerun watching? I don't think it will, at least in the short-term. As the downloadable movie business has taught us, people still aren't very comfortable watching video on screens other than their TV.

Anyway, I'm just rambling because it's late, but I thought this was really interesting stuff. Just think, today it's ABC, but tomorrow, because of the competitive factors, it maybe all networks, maybe some cable channels, maybe ALL channels! Who knows? Like I said, this is huge.

What do you think? Am I making a mountain out of a mole hill?

Katie Holmes' Baby NOT Tom Cruise's?

2006-04-07T09:20:00.000-07:00

LIAR!

(Image above from Defamer)

Ok, so this has absolutely nothing to do with what this site is about AND I'm not the Hollywood gossip type, but I do love a good conspiracy theory!

According to a "Hollywood insider" on the Kevin & Bean show on KROQ radio in Los Angeles this morning, there is a strong theory that Katie Holmes was ALREADY PREGNANT with someone else's baby when Tom and her met! Not only that, but that means that the BABY IS ALREADY BORN! The insider's theory was that it's Chris Kline's baby and she was pregnant, then he dumped her and she was in trouble. Tom Cruise hatched a plan to help her, help her career and help HIS movies (War of the Worlds, MI3) by marrying and raising the baby as his own.

Kind of makes sense, doesn't it? So the insider said that by this logic, Katie already had the baby and has to wear a prosthetic baby on her body. There are apparently a lot of people that have examined all the photos of her and the "baby" and have seen her throughout the process and they don't match up with reality.

So why not just wait in hiding? MI3 is almost out and they need to continue the buzz, the insider said.

Interesting theory, no? What do you guys think? Examine the photos yourself and let me know what you think. This could be your big story that launches your blog into Drudge Report status! Just give me a couple bucks when that happens. :) I know there are other theories out there, many of which I have no idea about because like I said, I'm not a Hollywood gossip type, so if there are any others you can tell me about, let me know.

Ok, gossip column is now over. Back to real work.

Is Anyone Getting Sick of Hearing About MySpace Yet?

2006-04-06T00:33:00.000-07:00

Me! Me!

Maybe I should stop including it in nearly every post I write. :(

Sigh, I'm just fueling the problem. I AM the problem.

Chevy Tahoe, Like A Crock

2006-04-05T12:42:00.000-07:00

I'm a big proponent of user-generated content these days. I mean, I would be stupid not to be with MySpace, Facebook, blogs, etc. being all the rage these days.

But in a recent article, we find out the ugly side of this movement. Well, ugly is a little strong. Funny is more like it. A bunch of people (or maybe it's a certain Japanese car maker with a new hybrid, vanilla-flavored car out there. Hmmm...) have made ads mocking huge SUVs and their damage to the environment, their huge gas costs, etc.

I actually didn't need the article to tell me that because one such ad was forwarded to me from a colleague. Yes, the mix of user-generated content and the last huge interactive buzzword, "viral." Two great tastes that taste great together combined to give G.M.'s Vice Chairman Bob Lutz nightmares. Funny, I didn't see any damage control in his blog. Maybe he was the one planting them. Clever little monkey. Beat him at his own game and make your own here.

Or, read a more thoughtful "analysis" of this issue by someone w/ obviously more time than I have. ;)

Losing Control Using Online Ad Networks

2006-04-05T12:34:00.000-07:00

A (surprise) FREE Wall Street Journal article reveals the dark side of using online advertising networks. When I worked with a large car OEM (ok, it was Nissan) and we were developing strategy for media with the online media team, I would always want to try to buy ad networks. I reasoned that because they spanned across many different sites and genres, maybe we could not only get great ROI, with cheap inventory and optimizing as we went, but we could possibly discover new areas where our message hits particularly well and gets results.

Our media buyers were never willing to give in on that, saying that they lose too much control of the placement of ads. Well, I had been in enough of those ad network pitches to know a thing or two, so I would counter saying that the networks have controls for limiting you from being placed in undesirable placements, and that surely, they listen to you when you say that you want certain sites and genres excluded from your buy.

Well, apparently they were right and I was wrong. In the article, huge brands found themselves in places they didn't want to be, like Disney being put next to an article about male sexual performance on About.com.

Chalk one up for the media nerds.

Tangent: Good advice about identity theft

2006-04-05T11:07:00.000-07:00

Below is some advice I received in a forwarded email. I ran it through my personal foolish-nonsense-hoax® filter and it seems to make good sense, so although it doesn't really pertain to the objectives of this blog, I thought I'd share it.

ATTORNEY'S ADVICE -- NO CHARGE
Read this and make a copy for your files in case you need to refer to it someday. Maybe we should all take some of his advice!

A corporate attorney sent the following out to the employees in his company.

1. The next time you order checks have only your initials (instead of first name) and last name put on them. If someone takes your checkbook, they will not know if you sign your checks with just your initials or your first name, but your bank will know how you sign your checks.

2. Do not sign the back of your credit cards. Instead, put "PHOTO ID REQUIRED".

3 When you are writing checks to pay on your credit card accounts, DO NOT put the complete account number on the "For" line. Instead, just put the last four numbers. The credit card company knows the rest of the number, and anyone who might be handling your check as it passes through all the check processing channels won't have access to it.

4. Put your work phone # on your checks instead of your home phone. If you have a P.O. Box, use that instead of your home address. If you do not have a P.O. Box, use your work address. Never have your SS# printed on your checks.(DUH!) You can add it if it is necessary. But if you have it printed, anyone can get it.

5. Place the contents of your wallet on a photocopy machine. Do both sides of each license, credit card, etc. You will know what you had in your wallet and all of the account numbers and phone numbers to call and cancel. Keep the photocopy in a safe place. I also carry a photocopy of my passport when travel either here or abroad. We've all heard horror stories about fraud that's committed on us in stealing a name, address, Social Security number, credit cards.

Unfortunately I, an attorney, have firsthand knowledge because my wallet was stolen last month. Within a week, the thieve(s) ordered an expensive monthly cell phone package, applied for a VISA credit card, had a credit line approved to buy a Gateway computer, received a PIN number from DMV to change my driving record information online, and more. But here's some critical information to limit the damage in case this happens to you or someone you know:

1. We have been told we should cancel our credit cards immediately. But the key is having the toll free numbers and your card numbers handy so you know whom to call. Keep those where you can find them.

2. File a police report immediately in the jurisdiction where your credit cards, etc., were stolen. This proves to credit providers you were diligent, and this is a first step toward an investigation (if there ever is one).

But here's what is perhaps most important of all: (I never even thought to do this.)

3. Call the 3 national credit reporting organizations immediately to place a fraud alert on your name and Social Security number. I had never heard of doing that until advised by a bank that called to tell me an application for credit was made over the Internet in my! name. T he alert means any company that checks your credit knows your information was stolen, and they have to contact you by phone to authorize new credit.

By the time I was advised to do this, almost two weeks after the theft, all the damage had been done. There are records of all the credit checks initiated by the thieves' purchases, none of which I knew about before placing the alert. Since then, no additional damage has been done, and the thieves threw my wallet away. This weekend (someone turned it in). It seems to have stopped them dead in their tracks.

Now, here are the numbers you always need to contact about your wallet, etc., has been stolen:
1.) Equifax: 1-800-525-6285
2.) Experian (formerly TRW): 1-888-397-3742
3.) Trans Union: 1-800-680-7289
4.) Social Security Administration (fraud line): 1-800-269-0271

We pass along jokes on the Internet; we pass along just abouteverything.
But if you are willing to pass this information along, it could really help someone that you care about

WSJ Article: Social Networking on Mobile Phones

2006-04-05T00:05:00.000-07:00

Ok, last one for tonight on articles I can't link to. This article talks about the recent deals by MySpace and Facebook to make some of their services on mobile phones. What do you think? Is this stuff ever going to take off? Or is it just the latest gimmick to extract more money out of naive teens?

Personally I don't see it happening in the really near future, but maybe I'm just showing my age. Hell, I didn't give blogs much of a chance. What a dinosaur I am becoming...

Wall Street Journal -- Will it ever be free?

2006-04-04T23:55:00.000-07:00

I love the Journal. If you haven't been lucky enough to read it regularly, you're missing out. I used to think that it was too stuffy and only for the rich or the finance guys, but it really is a fantastically written paper with really interesting and valuable information, nearly every day.

Writing my last post, I got a little irritated that the Journal doesn't offer their articles free online like nearly every other paper. I mean, I know it's a little irrational, given that the paper itself is like a trillion dollars a year (luckily my wife gets the write-off so I get it every day), but c'mon. Where's the good ol' free web spirit?

Do you think they'll ever offer their content free? I think I read an article some time back that they are making pretty good money on the online subscription (probably because everyone charges it back to their employer), but c'mon, with all the hoopla about online advertising, it's growth and the shortage of good inventory are they missing an opportunity or are they truly maximizing their revenue?

This is one of those times when I wish I had a reader base to help me answer this dilemma instead of just talking to myself... sigh :(

WSJ Article: Latest Cellphone Games

2006-04-04T23:47:00.000-07:00

Today's Wall Street Journal had an interesting article about some companies are finally getting ready to deliver the kinds of mobile phone experiences that they've always promised. Apparently there are a couple of companies, including Matt Damon and Ben Affleck's LivePlanet, that are putting out games that let you use GPS tracking to play real-life games like tag. Just as promised, what, five years ago, players can sign up their friends, then each player is given a "target" to "hunt" for. When the target is spotted and in range, you can push a "capture" button to get them. Of course, the catch is that someone is doing the same to you. I love the idea of these games and I could see great games happening on campuses across the country in the near future. But to make it even better on those same campuses, integrate drinking in there somewhere. Talk about a killer-app.

[Btw, sorry, but I can't link to the article, since WSJ requires a subscription to read their articles.]

Snagnabbit or "He Snagged It, Alright"

2006-04-04T23:30:00.000-07:00

My so-called "trusted" colleague has betrayed me and claimed firsties on finding SnagIt. Bastard. I've been using that thing for quite a while and he's right, it's invaluable. Oh, and I'm not above getting paid for endorsements either. :)

Real Life Simpsons Intro

2006-04-04T10:57:00.000-07:00

Ok, I know I'm late to the party, but I just wanted to jump on the bandwagon and give the Real Life Simpsons Intro props. Well done (if not about 10 years late). Damn! Almost got through the post w/out a snide remark...

Conde Nast Goes More Web

2006-04-04T10:41:00.000-07:00

A recent New York Times article, says that Conde Nast is making a bigger move into the web. I got one word for this brilliant move: Duh.

Food TV Goes Primetime

2006-04-04T10:32:00.000-07:00

An article about how the Food Network is trying to go more prime time in their programming got me thinking. As an aspiring foodie and Food Network junkie, not to mention an addict of reality TV, it seems like the network is just a little less than creative about it's offerings. For one, they reuse their "stars" a little too much, in my opinion (and let's face it, they aren't all the poster children of good celebrity - look at Bobby Flay -- yikes). I mean, it's been a great strategy up to now and I think Emeril has brought them to where they are, but with 1) the growing popularity of the network 2) the fact that nearly everyone cooks (at least canned soup) and 3) the majority of their audience is either a predictable audience of housewives or foodies, it seems like there would be plenty of opportunity to capitalize on their advantages.

One no-brainer is using the web to help them find their next food celeb. I mean, with the proliferation of video online and the emergence of blogs and vlogs as serious media, couldn't they use that platform to do multiple Project Greenlight - like projects? I could probably spend 15 minutes thinking of 20 other ideas, but I have a lot of articles to read at the moment. Maybe I'm just being naive, but that's what I do, criticize -- but with good intentions. :)

2006-03-30T17:44:00.000-08:00

In a very interesting CNN Money article posted today, the author writes about how NewsCorp made a brilliant purchase of MySpace and how it's bound to be one of the few huge bargains on the Internet. Did you know Facebook is now turning down offers of $750 million? Yeah, they're asking for $2 billion. Uh, did you hear me? TWO FRIGGIN' BILLION! Dayam. I wonder how much Interstractive will go for. :)

L.A. Online Advertising Creative Review

2006-03-30T10:15:00.000-08:00

Went to the OMMA "Online Advertising Creative Review" last Tues. night, held at the Universal City Hilton in the pouring rain, and it was... interesting. A little of what I expected and a little of what I didn't.

My first observation is how far interactive has come in showing their work in montages. I don't think I've seen so many flashing images of websites and online ads in a span of an hour ever. Well done... well, kind of. I mean, does 134 0.5 second snippets of interactive work really convey what interactive can bring to the marketing party? Not really, but I guess the point was to make it sexy and it did, so I'll just shut up now.

So, since I don't have too much time and because I was advised by my trusted colleague to write blogs "like rain" here are a few of my favorites of the night:

TEQUILA\: I have to give props to my former colleagues at TEQUILA\ for the expansive experience that they created for the video game, Shadow of the Collosus (this link is not the experience, btw). They created an expansive network of sites, even with foreign domains, that document the existence of giants that roamed the earth way back when. They created video clips of foreign news reports, "scientific" footage of archeologists in the arctic uncovering huge remains and linked them all together through blogs. Very reminicent of the effort created for the movie A.I. a while back, but this effort was impressive. Most impressive were the results. They received millions of posts from gamers comparing the storylines and the artist-renderings to the characters in the game. Even if they knew that the effort was a hoax, they appreciated it, some even creating fan blogs to discuss it.
Exopolis: Exopolis, who I had never heard of before that night, showed a great montage of their work, although maybe it being only the second of the night, I was easily impressed. Anyway, they had a few pretty cool examples of creative work. I can't remember the others, but I do remember the Hitachi example. I thought it was a great piece of animation work and it merged well with the photography that was also included. As I navigated through the piece for myself, after the show, however, it was a little too one-way and took a while for the animations to complete. Anyway, good eye candy stuff. You should check it out when you have some time.
Red: Although somewhat basic compared to much of the work shown, Red's units for Americas' Next Top Model and some cheerleader show were pretty good as far as basic units go. If I were looking for a shop to outsource to (since that's where it seems to get most of its business), I'd definitely look them up. In fact, I am in such a situation and did try to look them up. Do you know how difficult it is to find a company named "Red"? Excrutiating. If I had been a normal Joe, I would've given up after my first 10 failed tries. I ended up finding them via paid search on some term I can't even remember. Their URL ended up being the hex code for red. Go figure.
Basement: Basement's president Doug Schumacher talked about their effort in doing creative testing for Sugarshots, a liquid sugar. Although I had read the case study in iMedia Connection, I still found it interesting. But I'm an interactive marketing strategy guy, not a creative, nor a client. Although I'm still very impressed with the case study (and the extent of the effort that went into it), I think it was a little too much of a departure for many of the audience, which seemed to be aching for another montage video. Too bad, it's good stuff. I encourage you to read about it and try your own such testing.
Tribal DDB: I just mention these guys because their presentation was horrible. The first 10 minutes were a commercial for them, touting all their awards and how great they are and what value they bring, etc, etc. They finally get to the creative, a unit for Aquafina and the video sticks. Yes, that's the Internet and that's why online video's going to suck for a while. Anyway, no props for them.
RPA: The best piece RPA (I guess they were formerly RPI and are now integrated back?) showed was their soon-to-be-released house website. It took a timeline approach and made it 3-D, tracing from present day all the way back to the founding of the agency. What was cool though, was that apparently every person who works there and when they started are logged in that timeline and they show up on the timeline. They joked that they check the website first thing in the morning to see if their picture is there to make sure they still have a job. The other cool thing was that according to them, every piece of work the agency ever did was on that site, be it TV commercial or print work. Now, I doubt that that's true, but even if most of their work is on there, it's bound to be a great piece of work and I can't wait until it's live. The other piece they showed was their Element and Friends website. I don't know about you, but I think this is good work. Not really the website, in which you drive an Element around an island in almost a video game-like experience, but the interchanges between the Element and their animal friends. If you haven't heard or seen the ads, check out the site. They're good and they effectively tell stories about how to think of the Element and how it can be used.
Zugara: C'mon guys, a powerpoint for this crowd? They showed a bunch of screenshots, for goodness sake. Then the one example they do show, they choked on, not being able to enter some code for a Jelly Belly sweeps or something. I know they do some great work for PlayStation, so I don't mind calling them out on this. They need to take these things seriously.

Anyway, it was a good night for L.A. creative overall. Although it was somewhat painful to drive to Universal City in the pouring rain and sit through the montages, I'm glad I went. We can be proud of the creative coming out of this city.

Happy Interstractive Day!

2006-03-30T10:10:00.000-08:00

Ok, that's not a real holiday, but it is the first entry for this idea I've had for a long time. I mean, I email all my friends about cool stuff online, about marketing ideas I love, about business models or strategies... shouldn't I share my enthusiasm with the world? Well, maybe not, but I am, so there.

Just a few words on the title, "interstractive" is the not-so-creative merging of two words near and dear to me, "interactive" and "strategy." I wanted to incorporate "marketing" in there somewhere, but hey, you gotta draw the line somewhere.

If nothing else, at the end of this I can read MY thoughts and hopefully see how I've evolved as a interactive marketing strategist and as a person. So, have a Happy Interstractive Day! Hopefully this is just the first of many to come.