I recently sat down with Andrew Sneyd and Mike Torres from Anheuser-Busch/ABInBev to chat about their 2010 World Cup activation in South Africa which launched under the banner of "Bud United" and included a reality-type program called Bud House, a Facebook profile/avatar face-painting application, mobile/fan-based Man of the March and much more.
Got a comment or question on this episode? I'm @jaffejuice on Twitter. Audio comments to +1 206 203-3255.
Can you believe it's Mitch Joel who brings up the "Life after the 30-second spot" topic? It's a subject which is near and dear to my heart, but it's also one that I have some very informed and strong feelings about.
It's a fascinating conversation, which touches on the evoution and future of TV, the very definition of what is TV versus video for example and the critical distinction between content and commercials. There's also an interesting exchange at the end where I talk about Bud United/Bud House, where - even though Mitch says I'm shilling for one of my clients - I ask whether this is digital, social, video or TV advertising. Or not even advertising at all...
If you like these "debates" between Mitch and myself, look out for our tweets about upcoming shows or get alerts via my page on Talkshoe. What's great about listening live is that you can also call in live and we want to encourage more listeners to be active participants.
We live in a world of retweeting (in the olden days it was called
plagiarism - ha!) and so in that spirit, I'm going to pretty much cut 'n
paste fellow Powerdista, Greg Verdino's post, based on it's eloquence,
succinctness and my writer's block.
I'll add my 2c at the end...
Powered's newest client is VeriSign.
You might know them as the company that doles out dot com or dot
net domain names; sure you actually buy your domains from Go
Daddy, Domain.com or wherever but it's VeriSign that handles the
So at SXSW
this year, we'll be kicking off some interesting programs to raise
awareness and registration of .tvdomains.
Video is hot and getting hotter, and .tv is the only logical domain
choice for content creators who are serious about generating video
programming, growing their viewing audience and building their video
brand. Here are some of the things we're doing over the next few
days to help you get started if you're new to video or get seen if you're already a
of all, you'll want to check out southby.tv.
Whether or not you're at SXSW, it's a great place to get a look at some
of the cool stuff happening in Austin -- shot by the real people who
are in the thick of things. As we say on the site, southby.tv is a "living diary"
showcasing video content from the insiders at the festival. Which
brings us to point #2 -- if you're at the event and have your video
camera or phone in hand, your content can be part of the southby.tv line-up. Just hit the site,
follow the submission instructions and your clips may be chosen by our
Here's my contribution:
You can be the Next .tv Star:
We're not just giving you a chance to have your SXSW clips appear on our
site; we're giving you a chance to hit the weblebrity big leagues (eww,
yes, I ready said weblebrity.) All over the event, we'll be
shooting audition videos for anyone who wants a chance to win a cool
prize package and a shot at being a correspondent for an upcoming Best
of .tv web show. The prize includes an all expense paid trip to San
Francisco where you'll spend the day backstage at Revision3 and get a private video
production coaching session from Diggnation
producer Dave Prager, one of the guys behind one of the web's most
widely watched video series. And of course, you could become a Best of
Read on for more details about how you can
audition in Austin over the next few days. Or visit southby.tv to submit an audition
directly (and to learn all the rules and legal stuff, of course.)
.tv Street Team: We'll have a team roaming the event, shooting
audition videos for anyone who wants a shot at being the next .tv star
and handing out must-have swag. Be on the lookout and make sure you say
howdy (or whatever it is they really say in Texas...)
Bigg Digg Shindigg: .tv is sponsoring Saturday night's Live
Diggnation event (7pm at Stubbs BBQ). We'll have a big ol' tent
where we'll be shooting auditions for the next .tv star and doing some
other fun stuff, so be sure to check it out. If you can't be there, you
can also watch the fun when the Diggnation episode hits iTunes.
Offers: And finally, to coincide with .tv's SXSW presence, we
will have special offers for anyone looking for an excuse to get going
with video. Check out the offers
page on southby.tv for your shot at freebies and more.
I'm a proud dot teeveer with Jaffe Juice TV AKA jaffejuice.tv into
the 80's (episodes) and bearing down quickly on my lethargic audio
podcast's 130's. When I launched JaffeJuiceTV, it was really a
no-brainer that this needed to be on .tv and that's why I registered it
off the bat. For some reason, it's not that intuitive to everyone....but
it *should* be.
Think about it for a moment: these days everyone is on video. Every
single device has a camera (well except the iPad) built in and the easy
of creating high quality video from a Flip Cam to a Web Cam is literally
a red circle away.
My point is simple: register it now before somebody else does. Who
know one day someone will come up to you and say, "don't I know you from
dot teevee?" Hey, it could happen....
Been a little slow on the draw to cross post my monthly stint on The BeanCast, so here is the direct download (which will download automatically if you are subscribed to Jaffe Juice - The New Marketing Podcast)
Topics covered on the show included:
Haiti Text Messaging Campaign and Best Practices
Conan versus Leno (Told ya!)
IKEA's Easy to Assemble Web Video success
Google leaves China
Vanity Fair's Tweetheart Racism Kerfuffle
Guests on the show (including yours truly) included:
I passed through La Guardia airport a week ago and saw this billboard featuring their spokesperson, Tiger Woods. Except for the fact, Accenture had turned their back on their cash cow celebrity endorser following his multiple transgressions.
The headline of the billboard was even more ironic, "it's what you do next that counts." Indeed.
The body copy read, "We know what it takes to be a Tiger. Talk to us to see how we can help." Indeed
Like you helped Tiger Woods? Perhaps providing him with marriage counselling? Or...when the going got a little tough, you turned and headed for hills...
I wonder if there will be any backlash against Accenture for pulling their sponsorship of Tiger Woods. It shows how fickle and spineless this brand really is....with you during the good times; first to bolt when things get hairy.
Spread the word:
Share JJTV with the PGA, your clients, co-workers, colleagues, friends and family
Tweet or RT the crap out of this: New JJTV - Will there be a brand backlash against fickle/spineless sponsors like Accenture? - http://bit.ly/5r94jA
Thank you to HP for sponsoring this show. In addition to their Employee Purchase Program (see below), you can also participate in their very worthy Create Change program. In a nutshell, for every purchase you make at the Direct Store, HP will donate 4% of the total product purchase to support a range of charities in the areas of conservation, education, enrichment systems, healthcare support, disaster recovery and the battle to fight poverty. These charities include: WWF, Junior Achievement, American Red Cross, CARE, Susan G. Komen, Make-A-Wish Foundation®, and DonorsChoose.org
You're invited to participate in HP's Employee Purchase Program (EPP) for friends 'n family discounts on the full portfolio of HP and Compaq consumer products. Here's what you need to do:
This is a little backwards, because I still want to spend some time over the next couple of weeks outlining the single most signficant project we've worked on at crayon, namely Panasonic's "Living in High Definition" community and commitment.
We've had the pleasure and privilege to work with Panasonic North America on a truly landmark effort - actively demonstrating that Living in High Definition changes everything.
And what better way to bring this to life than through a High Definition video show, presented by one of the real stars of the program, Laura Pollack, a mom and a community member.
The LiHD Podcast is a bi-monthly snapshot of the best of what the community has to offer. It's a showcase which operates on three levels:
Internal i.e. within the community - motivation for members; a showcase of recognition
External i.e. outside the community - a portal or window into the community; a source of promotion and membership acqusition
Both - a source or resource filled with tips, tools, tricks, how-to's and inspiration
Kmart gave some bloggers a free shopping spree in exchange for a blog post about the experience — a practice we call sponsored conversation. With appropriate protections for disclosure and authenticity, this practice will take its place alongside public relations and advertising activities in the blogosphere. Marketers should take advantage of sponsored conversation as an entrée into the online conversation. To succeed, you should get to know the bloggers you plan to work with and set expectations across your organization.
What's interesting is how Forrester is pretty deliberately putting this approach into a category of its own, alongside it's predecessors or cohorts (depending on your position), advertising and P.R. and in doing so, plays a part in terms of legitimizing or formalizing an emerging practice.
His colleague Jeremiah Owyang covers it here and Brian Morrissey at Adweek covers it here. Marshall Kirkpatrick from ReadWriteWeb takes a strong counterposition here.
I was interviewed for this piece by Sean, as was Chris Brogan, who participated in the aforementioned Kmart program, sits on the board of IZEA - the company behind the program (and the one formally known as PayPerPost). Chris responds specifically to Marshall with this post.
Here's the thing. In my time in this space thus far in a formal capacity (i.e. crayon), I've worked on two pretty public and well received programs: My ooVoo Day and the Panasonic CES program. In the former example, both Marshall and Chris were participants; in the latter one, Chris was one of the bloggers. I'm not sure I would call either of these programs "sponsored conversations". In fact, crayon calls them "tactical hooks" - a mash-up of the best (practices) of the advertising and social media worlds. Put differently, we believe that influencer outreach should be treated with the same consideration, commitment and investment as a traditional communications program from both a planning and production standpoint.
It's imperative to give influencers both a reason to believe and a reason to behave. Too often, we are lazy, greedy and gratuitous in terms of what we expect from bloggers and the like and essentially what we expect back from them, relative to what we put in, in the first place.
In a personal capacity, I've participated in both the Nikon D80 giveaway and the Sears program (part 2 of IZEA's Kmart 1-2 punch). In both cases, I wouldn't say this remotely smacked of PayPerPost; nor would I say my conversation was sponsored. In some respects,this is no different than a "celebrity" (TRUST me, I'm using that loosely) sponsorship - from loaning a star diamonds on Oscar night to adorning Tiger Woods with a cacophany of swooshes in exchange for mega moolah.
I guess the point is where on the continuum does blogger or influencer outreach fall. Personally, I believe we should be calling this "blogger/influencer outreach" and not "sponsored conversation". Let me also be very clear (and you can see from the definition), that I don't think Sean meant this to be taken in a negative light. I spoke with him and we had a great conversation. I think the real ambiguity and problem lies with us (i.e. the readers of the report; the commentators and so called social media experts etc).
Part of the problem lies with the fact "sponsored conversation" sounds a bit like "paid search" does it not? Putting two terms which seemingly mean exact opposites together and in doing so, creates a rather jarring disconnect.
Part of the problem as well lies in the endless, boring and inaccurate comparison between the new class of content creators (bloggers if you wish) and journalists. They're not...at least for the most part.
And so we come back to the two core issues:
Should bloggers be compensated in any way, shape or form for their time, effort, energy, passion and contribution. The answer can only be a resounding YES, with standard terms and conditions (disclosure, transparency etc) which make both common sense and business sense.
Is expecting bloggers (in return for aforementioned compensation) to write, talk, post, create etc about their experiences, reflections, ideas, participation crossing a line? The answer here is a resounding NO, provided there is adequate disclosure and transparency.
Come on people. Grow up and wisen up. This is a nascent industry and space which is learning and maturing all the time. What we have here is in many respects no different to how the world was, but in many respects is also incredibly and completely different. It's time to get off our high horses and open our minds, instead of stubbornly holding on to and exhibiting self-righteous, hypocritical and close-minded positions.
Whatever you call them, "sponsored conversations" are here to stay. And just like the vast differences between crap and mediocre creative (lumped together) and inspiring/breakthrough creative, so too will there be a marked difference between influencer programs that stand out from the crowd or get trampled by it.
Brandweek reports on Mattel following Hasbro's lead (with Transformers):
Mattel, home to the iconic Magic 8 Ball, Hot Wheels, Barbie, Uno and other mega-properties, recently signed with Hollywood’s most powerful talent firm, Creative Artists Agency, to develop its brands into movies, TV, Webisodes and other media.
Whilst it remains to be seen whether this is in fact a scalable path, capable of breathing new life into iconic brands (as opposed to beating a dead horse), there's no denying the existence of the path and it's lush, enticing and unspoiled surroundings.
to the reincarnated and reinvigorated Jaffe Juice.
What was once a weekly op-ed column is now an unshackled, uncensored and uninhibited dialogue
on the subjects of new marketing, advertising and creativity.