A Deep Dive Into the Latest Nike Lebron James Spot

 

Ian Schafer wrote a great analysis of the new Lebron James Nike Commercial; all things to think about when you are building out advertising and wondering if it will really connect with your target (the elements may change but the mental process needs to stay the same)

This spot is phenomenal because it does the following: 1) It shows that Nike gets LeBron. 2) It shows that Nike gets basketball. 3) It shows that Nike gets the intersection of basketball, hip hop, and street culture. 4) It shows that Nike gets music. 5) And if you’re savvy enough to understand all the finer points of the spot, Nike understands you. Sheer brilliance. Yes. TV spots can still be great at telling stories — but the web is a great place for continuing their discussion.

Side note – didn’t Lebron steal the chalk toss from Kevin Garnett?

[cross posted on my k. b. skobac personal blog]

Case Study: Social Media and the Ad Council

This is a really interesting example of tapping social media for social good.

Deep Focus, an innovative ad agency, created a viral social media campaign for Ad Council basically asking people to sign up to host widgets for a particular cause of their choice, to “donate their social media”. It’s similar in a way to what we ask Teens to do when we offer “Frank” or “ATI Wall” badges for Above The Influence. Here’s a slideshow case study (though you’re missing the commentary):

Social Media for Social Good

View SlideShare presentation or Upload your own. (tags: social media)

and here’s the CEO of Deep Focus, Ian Schafer, speaking about the initiative on his blog.

Now that virtually everyone is a content producer to some extent, everybody has a platform to spread their message – brands can leverage this in many ways. One company that is helping brands that don’t have a product themselves that they believe consumers want to evangelize is SocialVibe; SocialVibe connects brands with causes, and the pair with consumers that want to spread the word. Consumers can pick a sponsor and a cause and place a badge on their social media page, which generates awareness for both. For every person that chooses a specific advertiser, the advertiser donates money to the cause – it’s win/win for all parties. It’s giving big brand advertisers the opportunity to leverage the power of social action and social media, and it’s enabling people to raise money for causes they care about.

Ian Schafer Turns Twitter into Money

Ian Schafer, the very vocal founder and CEO of Deep Focus marketing agency, auctioned off a sponsorship of his Twitter account, which basically consists of owning his Twitter background and receiving periodic shout outs. His goal is to raise awareness and instigate discussion around social media marketing. The auction apparently came down to VideoEgg and Metacafe bidding until $1082.01, when Metacafe won out.

Metacafe sponsoring Ian Schafer reminds me of Seagate sponsoring Robert Scoble – they basically sponsor his entire web identity at this point, because people who are interested in him and his output are an audience that likely would appreciate Seagate products. Well Metacafe sponsoring Ian Schafer is about the same – many of us who follow his output are now often going to be reminded of Metacafe, a site that we might be able to leverage. Ian Schafer and Metacafe don’t have to have a impeding relationship, and this type of branded ownership kind of makes sense.

Could Twitter create a revenue sharing opportunity if they help to build up the value of these packages?

Stephen King Utilizing Mobile Marketing Campaign

Stephen King has a full fledge mobile marketing campaign planned out for the release of his next book called "Cell".

“Looks like a company called Flytxt—a mobile marketing provider that has teamed up with book publisher Scribner—is planning an exclusive mobile tie-in with Stephen King’s latest book called Cell. Basically, you’ll get an SMS to join the Stephen King VIP Club on January 18, sent out via Yahoo!, that will also ask you to check out the website cellthebook.com. Once there, you’ll be asked again to join the Club. If you choose do so, on January 24 (publication day), you’ll receive a voice message from Stephen King himself, as well as weekly messages advertising trivia, sweepstakes, polls, and other Cell-related content. Also expect some premium content, like wallpapers and Stephen King talk-tones, which you’ll have to pay for. And best of all? You’ll also get a podcast where the author reads a monologue."

[via Gizmodo]