Category Archives: Social Meda

Please be our friend

Sometimes when I see a magazine ad or a TV commercial, I like to imagine the brainstorming session at the ad agency where the concept was born.

Take this ad for Glade’s limited edition “Sparkle of Spring” fragrance. There’s an executive from Glade who says, “Hey. Social media is really cool right now.  Let’s incorporate it into the ad so people perceive our company as really cool and cutting edge. What? Social media has nothing to do with the product and doesn’t tie into the visual at all? So what. People will think we’re cool.

And the copy is born:

“If all the season were into social networking, bet spring would have more “likes” on her updates.”

I love the visual and the packaging design. It’s bright, fun and different than the pastel shades and traditional flowery images that I associate with air fresheners. But the copy definitely leaves something to be desired.

Advertisements

Leave a comment

Filed under Advertising, Print, Social Meda, Uncategorized

Does this make my butt look big?

myzappos

Have you ever been shopping by yourself and been tempted to ask a perfect stranger if they think the top you’re thinking about buying is cute?  Hey, sometimes you just need a second opinion when it comes to picking out clothes…someone to tell you if those jeans make your butt look big or that color looks a little too much like vomit. But what about online shopping? Well, for those times when you need a second opinion before buying that pair of peep toe pumps online, footwear leader Zappos.com has provided the solution: My Zappos.

How does it work? First you log-on with your regular Zappos username and password. Then, go shopping around the Zappos site for whatever it is you’re looking for. When you find something you like, add it to your virtual “closet.” When you’re done shopping around, you can post the contents of your “closet” to social networking sites like Twitter and Facebook. Then, your friends can weigh in on your picks and suggest other items they think would be good additions to your wardrobe.

If you get really into it, you can upload photos onto your personal page…maybe a picture of the shoes you’re thinking about wearing with those great jeans you spotted on Zappos.com. And you can even create a personal blog. Since the site has just recently launched, users can expect even more features to come as the concept becomes more popular.

I’m not surprised that more and more retailers are moving into the “social shopping” realm. As people are increasingly turning to the internet for purchases ranging from toilet paper to flat screen TV’s, companies are trying harder and harder to better connect with customers online.  And it seems a natural fit for Zappos, a company that is based online and relies so heavily on social media, to dabble in virtual, social shopping. As a testament to their reliance on social media, CEO Tony Hseih even used his Twitter account to announce the launch of My Zappos rather than a traditional press release.

I can’t see myself using this. If I want an opinion, I’ll likely just send a link to a good friend, or better yet, just order the item and model it for one of my buddies. After all, if I decide I don’t like it, I can take advantage of Zappos’ free return shipping policy.

But maybe some people will love it. I can see My Zappos appealing to a teenage crowd. It’s like going on a virtual shopping trip with your friends, after all. But will it catch on?

Leave a comment

Filed under Facebook, Social Meda, Twitter

The Official Sponsor of Birthdays

These days, you’re hard pressed to find someone whose life hasn’t, in some way, been touched by cancer. To raise funds for advocacy, research and support, the American Cancer Society has recently positioned themselves as the “Official Sponsor of Birthdays” by providing viewers with a glimpse of how their donations are making a difference and allowing people to celebrate more birthdays.

This poignant spot for the ACS opens with an image of a birthday cake topped with candles. Several scenes are then shown from birthday celebrations of people from different walks of life.  Children break celebratory piñatas. A group of professionals present their coworker with a birthday cake delivered to her cubicle. A neighborhood is filled with inflatable bouncers for a child’s birthday. A young woman shows delight as her loved ones surprise her with a birthday party.

As these images of celebration dance across the screen, viewers are asked to: “Imagine a world with more birthdays. Imagine a world where cancer is scarce. 11 million survivors show the progress we’ve made. And prove that it’s not just a dream. We’re the American Cancer Society. The official sponsor of birthdays.”

In addition to the television spots, the American Cancer Society has also built a birthday-themed microsite where users can send e-cards, create a birthday page and download an ACS Birthday Kit with tips for a great birthday. And of course, the site makes it easy to make a “birthday donation.” In addition, the ACS is dabbling in social media by recently launching special Facebook and Twitter accounts where folks can show their support, donate and declare the American Cancer society the official sponsor of their birthdays. And they’ve even got a blog where people can get birthday tips and share birthday stories.

I love this campaign. It’s a departure from the typical spots for non-profit organizations that focus on the bad. We’ve all heard them. “Every minute, x number of people are diagnosed with cancer” or “100 shelter dogs will be euthanized this very hour if you don’t call immediately.” Instead, it focuses on the joy and possibility made possible by the tireless work of the American Cancer Society (and the generosity of donors) in their effort to eliminate cancer by means of prevention, education, support and early detection. It focuses on the positive things the American Cancer Society does and dares viewers to imagine a world where more people can celebrate their birthdays each year. For potential donors, it puts a face on what the American Cancer Society can do with donations. And what better symbol of life is there than a birthday party?

The American Cancer Society is doing awesome work to save lives touched by cancer. And the numbers prove that their work is paying off. According to a press release put out by the society, they’ve successfully contributed to a 15 percent decrease in the cancer death rate since the 1990’s. And 11 million survivors in the U.S. will have a birthday this year.  I think that’s something worth celebrating.

Leave a comment

Filed under Advertising, Commercials, Social Meda