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Posts Tagged ‘online branding’

In praise of the bizarre Saturday, April 18th, 2009

I know it’s hard for most companies to acknowledge that they are no longer in control of their marketing, and that their customers now strongly influence what happens to their brand. It’s harder still for them to take active steps to give control to their customers, particularly when stories of what has happened to companies like Chevrolet, Skittles and Domino’s abound.

Believe it or not, it hasn’t been that long that companies have used the Internet to let customers actively play with their brand. I was reminded of this when I read recently about ‘celebrations’ of the fifth anniversary of Subservient Chicken, that creepy guy in the chicken suit with garters who reponds to user commands to reinforce the message that you can ‘have chicken your way’ at Burger King (Hungry Jack’s in Australia). The guys who came up with the idea have written a huge screed about the origins of Subservient Chicken which makes interesting reading.

The most important factor leading to this iconic online campaign was that the client was open to left-of-field ideas. As The Barbarian Group director Rick Webb writes, “To be perfectly frank, even as we were building the thing, I never believed it would launch. We here at TBG are insanely good these days for convincing clients to take risks. But in 2004, there was no way we ever could have sold the Chicken through. Sometimes getting the green light is as important as the idea. Most of the time, if you ask me.”

Of course, the big question is, did it sell more chicken for Burger King? To quote from AdWeek: ”About a month after the sandwich debuted, BK reported that sales had steadily increased an average of 9% a week. Since then the company has seen ‘double-digit’ growth of awareness of the TenderCrisp sandwich and ’significantly increased’ chicken sandwich sales. And the TenderCrisp does sell better than the original sandwich.”

Yes, you can make some mistakes by trying new things. But you might also take on that concept that powers your brand to a new level - and have fun doing it. Go on, try something new this month!


Got a light? Branded applications popping up on iPhone Tuesday, February 24th, 2009

Came across an interesting article on iMedia Connection about how brands are starting to use branded iPhone applications. I say ’starting’, because the article quotes research by Ubercool’s Michael Tchong that uncovered less than 10 branded applications on the iPhone, out of the more than 16,000 developed so far.

If you have an iPhone, download the Zippo’s Virtual Lighter application. It lets you customise your own lighter with a range of funky designs and colours. You just flick your phone to the left to open the lighter, spin the wheel and you have a fully functioning virtual lighter! Blow into the microphone and you can make the flame waver. It’s perfect for calling for an encore at the next concert you attend. Oh, and even though there isn’t a link to Zippo’s website from the app, the company reports that the Virtual Lighter has been downloaded 2.5 million times, and online lighter sales have spiked since the application was launched.

Maybe not as cool as Ocarina, which turns your iPhone into a pan flute and lets you listen to tunes from around the globe, but as the Blues Brothers sang, “Whaddya want for nothing - a rubber biscuit?”


Brands OK - as long as they’re relevant Friday, November 21st, 2008

eMarketer declares that Millennials aren’t brand resistant, but “irrelevance resistant”. Reporting on the results of a Synovate study released this week, eMarketer claims 18-24-year-olds ”are not solidly opposed to brands themselves, and are willing to spread the word about the ones they like.”
When asked about their “online brand engagement” in the past month, 28% had talked about a brand on a discussion forum, 23% had put brand-related content on their IM profile, and 19% had added branded content to their homepage or social networking site.
Interestingly, the worldwide figures were similar to those in the US, with slightly higher results for favourite sites and personal start pages:

According to the report, “Respondents were most likely to pass on comedy clips (62%), followed by music clips (40%) and clips featuring friends (27%). Almost one out of 10 passed along viral advertising and marketing clips.
Meanwhile, eMarketer reports that word-of-mouth is an ever-stronger way to market to young people. A recent survey by Alloy Media+Marketing found that uni students thought word-of-mouth was the most useful type of advertising. Samples—always a bonus for students on a budget—ranked second.
Showing that students do still consider traditional media relevant, TV and magazine ads also ranked highly—higher, in fact, than online ads and sponsored Web applications.