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The Bright Lights and Technology of BroadwayIn an attempt to boost awareness and ticket sales, Broadway productions have turned to the internet to connect with audiences through social media marketing. Broadway musical websites typcially feature bios on the stars, summary of the storyline, and the option to purchase tickets. However, after the November 2007 stagehand strike, ticket sales dipped from the 2007-2008 season and production companies have had to think out-of-the box to generate excitement and interest in shows. The Broadway show, “In the Heights,” has embraced the power of social media to interact with audiences. Besides having an interactive website with a community forum and section for fan downloads, the show also has a Facebook and MySpace page with show updates, widgets, a jukebox with songs from the show, and videos from the cast. Included in the videos are parodies of songs such as “Umbrella” and a spoof of “High School Musical.” The star of “In the Heights” Lin-Manuel Miranda, has even posted videos on YouTube and a website featuring a hilarious parody of the MTV show, “Legally Blonde” called “Legally Brown.” Anyone who has watched the original MTV series would appreciate the silliness of show. Prior to reading an article which featured this story entitled “Broadway’s Marketing Turns Interactive” on NyTimes.com, I hadn't even heard of some of these musicals mentioned. However, after visiting some of the show’s sites, and social media pages, especially “In the Heights,” I’m curious to read up more about the shows and to actually see them live; which is exactly what these Broadway musicals are hoping for. Labels: Social Media, Social Media Marketing Branding or Connecting: How About Both?Big brands have woken up to the power of online and are now buying billions of impressions to build and reinforce their brands. So let me propose adding another level of interaction to the mix. Instead of brand impressions, clicks, and actions, let's encourage and measure "brand connections." Until recently, about the only way to make a lasting online connection with a target audience was to have them join your e-mail list. E-mail is all well and good. But the explosion and adoption of social media provides marketers and media professionals with opportunities to make genuine and lasting connections with customers and target audiences. We can now make lifelong connection because people's profiles and social accounts rarely change. We can embed our client's brands, content, and messages into the social environments where their target customers congregate. We can enable consumers to make our clients' brands part of their online identities and help them talk about our brands in a way that our clients want to be talked about. And here is the big part: our online media can add serious octane to this potential. Use online media to encourage brand interactions and connections in the social space and watch the lasting value of your impressions and campaigns go through the roof. Watch the benefit of your impressions turn to valuable lasting connections! Brand marketers should be super greedy about amassing brand connections. Labels: ClickZ, Facebook, Social Media A Very Special (K) New Year We all know that one of the most popular New Year's resolutions is to lose weight or start dieting, and Special K is here to remind us all of that. According to AdAge, Special K Kicks Off "Wake-Up Call" in Times Square. Just before midnight in Times Square, Kellogg will launch its newest digital and integrated marketing campaign which focuses on consumer's healthy-eating goals. For the whole month of January, Special K will run billboard, mobile and online media campaigns, kicking off with the Nasdaq and Reuters billboards on Times Square just as the ball drops on Newy Year's Eve. Display ads will encourage consumers to share their holidays indulgences and wake-up calls, and there is also a social media mobile component where consumers can text their weight loss goals, as well as 15- and 30-second TV spots. (photo from AdAge) Special K is focused as "a weight-management brand, and [it] always had a marketing presence during resolution season," according to Kellogg spokeswoman Kris Charles. However, the campaign hasn't even started yet and there is already some criticism, with some people accusing Special K of being a party pooper for reminding people of dieting during one of the most festive celebrations. Personally, I think the campaign is a great example of timing, relevancy, and media savvy. Special K is positioning itself to be present at the consumer's critical moment, aka right when most of its target market (women) realize and vow to make dietary changes. Besides, who says you can't celebrate and think of your health at the same time? Maybe I just have a soft spot for Kellogg - after all, this is one of the (smarter) companies whose own New Year's resolution is to spend more money online, forecasting their digital efforts to surpass their broadcast effort's ROI (yay for online!) But in any case, kudos to Special K for reigning in the New Year with an innovative advertising campaign that aims to reach its target consumers in non-traditional, relevant and engaging ways. Wishing everyone a healthy, happy, fantastic 2009 ahead! Cheers! Labels: Advertising, Mobile Marketing, Online Media, POV, Social Media Marketing Spreading Holiday CheerTV holiday ads such as the ever-popular (and frequently aired) Kay Jewelers signify for me the start of the holiday season. So as advertisers turn their marketing efforts from traditional advertising to online advertising, advertisers have turned to viral ads to spread holiday cheer, and their brand. I read an article today on PromotionWorld.com, which list the five best viral holiday campaigns of the year. As the article points out, what makes a viral ad campaign so successful is providing a connection between the user and the ad, providing a unique brand experience through the creative content, and the ability to spread the ad to their friends. However, a successful viral campaign is more than just adding a grab-it feature to the ad unit. As the author points out, an ad is more likely to spread through personalization techniques, such as adding your picture to a dancing elf, just as Office Max has done. Here are some examples of this year’s viral holiday campaigns. Happy Holidays! 5. The Buddy Group’s Naughty Mrs. Claus 4. X-Box’s Holiday Gift Influencer 3. Simon Sez Santa 2.0 2. Office Max’s ElfYourself 1. Disney’s Personalized Video Message From Labels: Advertising, Online Media, Social Media, Strategy, Video Ad Targeting OptionsLately we've noticed that more and more clients are getting interested in testing the different ways to target online ads - which is rightly so, given the big wide world of online media and all the targeting capabilities that websites and ad networks offer. It makes perfect sense that as marketers, we try to reach the most relevant (and most likely to engage) consumers. But how exactly do we focus our efforts (aka what exactly are the ad targeting options)? I thought I'll give a short summary of the basic ad targeting opportunities that we use to ensure successful online media campaigns:
So next time you plan an online campaign, remember that you don't have to waste media money on mass reach; there are ways to target your ads to the most appropriate audiences and find the most efficient ways to deliver your ads. Labels: Advertising, Online Media Overdrive Interactive Releases Social Media MapIn its continuing efforts to demystify online marketing, Overdrive Interactive has released its Social Media Map, available for free download on its Web site. The map is available at: www.OverdriveInteractive.com/social-media-map. The online marketing agency is providing this interactive map to allow marketers to view the many components of the social media landscape and determine how they can best leverage it to complement their overall marketing plans. Overdrive Interactive is the award-winning agency behind highly successful social, search and online media campaigns for leading companies such as Harley-Davidson and The Princeton Review. They help companies combine all the elements of social, search and online media into a unified and powerful platform that creates genuine and lasting customer connections. “We know how complex and overwhelming the social media landscape can be,” said Harry Gold, CEO of Overdrive Interactive. “We wanted to map it all out, so that marketing professionals can use it as a guide to what we believe are the most important social media tools out there. The power of social media is growing exponentially by the day, and now is the time to harness it.” Overdrive’s Social Media Map – which is interactive, allowing its users to go directly to the sites listed – categorizes and prioritizes social media tools and sites, including: Search Engines, Social Networks, B2B Social Networks, Blogs, Tools/Platforms, Micro-Blogging/Texting, Social Bookmarking, Wikis, Groups, Podcasts, Video Sites, Photo Sites, Lifecasting and Reviews/Travel. Although the map is intended to allow interested users to navigate the social media landscape on their own, Overdrive Interactive also offers a wide array of social media marketing services, for those companies that are serious about being part of the social web. Their services include production and maintenance of MySpace and Facebook profiles, games and applications, Flickr and YouTube channels, blogs, Twitter and blog outreach programs, Friend and Fan development and more. To learn more about Overdrive Interactive’s social media services, click here. To download the Free Social Media Map, go to www.OverdriveInteractive.com/social-media-map and follow the instructions. To socialize with Overdrive Interactive, join them on Facebook by going to www.OverdriveInteractive.com/Facebook or on Twitter by going to http://www.twitter.com/ovrdrv and hitting follow. About Overdrive Interactive Overdrive Interactive is a full-service online marketing agency based in Boston and Los Angeles that helps clients grow their business with engaging and measurable online media, social media and search engine marketing campaigns and services. The agency specializes in creating genuine consumer connections that help companies build their brands, generate leads and drive revenue. Overdrive serves organizations that are seeking a high level of accountability from their marketing firms and advertising investments. For more information, please visit www.OverdriveInteractive.com.  Labels: Overdrive News, Social Media, Social Media Marketing, web 2.0 Tis' the Season: Overdrive Holiday Party 2008 This year the Overdrive East and West crew came together and celebrated the holidays at Maggiano's Restaurant. The evening was filled with lots of amazing Italian food, a Yankee swap, new Overdrive gear and company haikus! Katie did a great job at wrapping the gifts all different shapes and sizes - everyone was surprised!  Ready, set, UNWRAP!  Some of the Overdrive ladies already wearing their presents - new vests!  Laura, Harry and Andrew feeling festive: Mike proudly displaying his Yankee swap gift and reading his haiku: West side crew! Cheers to a successful New Year! Labels: Campus Life In The DoghouseJC Penney has struck a funny bone with men and women alike, with a video ad called "The Doghouse," which tells the story of a man who purchases a dual bag vacuum for his wife. After receiving the vacuum, the wife leads her husband out to a field and into a doghouse, where he vanishes to an underworld filled with other men who bought their wives bad gifts. I normally have a very short attention span when it comes to online video; 15 to 30 seconds is my max. However, this ad is 4 ½ minutes and I actually watched the entire video. Granted, I read about the video from an article on Wired.com entitled "Welcome to the Doghouse: J.C. Penney Goes Viral" so I knew who the advertiser was. The ad was tastefully produced and doesn’t reveal the advertiser’s message until the very end when the man learns he can get out of the doghouse by buying this wife diamonds from J.C. Penney. I’m not the only person who enjoyed the ad. According to the Wired article, the video has been viewed over 1.7 million times, and has received 56 placements across 9 video sites; over 90 percent have been community driven. To further drive the video, JC Penney created a website, http://www.bewareofthedoghouse.com/ where you can virtually place someone in the Doghouse, see what life is like inside The Doghouse and learn how to get out of the Doghouse. This is also one of the first advertisers to use the Facebook Connect applications, which allows uses to place their Facebook friends in the virtual Doghouse. Labels: Facebook, Online Media, Social Media, Video Overdrive Interactive Tweets to Hundreds of FollowersThe award-winning agency behind highly successful social, search and online media campaigns for leading companies such as Harley-Davidson and The Princeton Review, Overdrive Interactive communicates and socializes as a company regularly via Facebook, MySpace and YouTube, in addition to Twitter. “We have seen an explosion in the use of Twitter in the past year,” said Harry Gold, CEO of Overdrive Interactive. “It is a highly effective way to start conversations with and get feedback from your followers by sending them short bursts of information. It is easy to see why people love this new tool – it is concise but engaging." He added, “Its potential for companies to grow their businesses is huge!” Twitter is a free social networking and micro-blogging service that enables users to send (known as “tweet”) and receive other users’ updates of 140 characters or fewer. According to Internet researcher ComScore Inc., global visitors to Twitter were 5.57 million in September 2008, a five-fold increase from September 2007. Overdrive’s Twitter account is being used in a variety of ways to engage customers and fellow marketers in conversation:
Overdrive Interactive offers a wide array of social media marketing services, including the production and maintenance of MySpace and Facebook profiles, games and applications, Flickr and YouTube channels, blogs, Twitter and blog outreach programs, and more. Labels: Overdrive News, Social Media, Social Media Marketing, Twitter An Interview With a Cost-Per-Lead ExpertPerformance media buying is one way to minimize risk associated with media dollars in these strange economic times. I've written plenty on this topic, so this time I decided to get the scoop from an expert in the space: Jonah Mytro, director of Mediaspike, based in Brookline, Massachusetts. Harry Gold: Please tell me about yourself and your company -- basically, what do you do and whom do you do it for? Jonah Mytro: We are an online marketing and business development firm focusing on the development, launch, and management of Web sites in a variety of different industries including online education, debt settlement and consolidation, travel, scholarships, and parking. We own and operate each of our Web sites and generate leads and inquiries for our clients on a performance model. Clients only pay per qualified lead or inquiry and are very ROI [return-on-investment] focused. HG: So you're not an agency then? JM: Mediaspike is not the traditional agency where we buy media on the client's behalf. Our goal is to deliver qualified leads and inquiries to our clients who pay us on a cost-per-lead basis. From the client perspective, they are reducing their risk and only paying for a qualified lead, which they can monetize. We are focused in certain areas so we can go very deep into certain verticals and develop mature lead channels. HG: So basically you sell media to certain industries on a cost-per-lead basis? JM: Correct. So my expertise is in both the buy side and sell side of performance or cost-per-lead media. Read more... Labels: ClickZ, Industry, Online Media Overdrive Interactive Attends BIMA Charity GalaLast night, a group of us from Overdrive attended the 8th Annual BIMA Charity Gala/Holiday Party sponsored by Microsoft at the Boston Park Plaza. The gala held a silent auction that benefits the Boys & Girls Clubs of Boston. The charitable group helps young people, especially those most in need, build strong character and realize their full potential as responsible citizens and leaders. To learn more or find out how you can help, click here. Thanks BIMA; looking forward to next year's party! The New Biz team:  Ty & Bill with festive attire: The lovely ladies of Overdrive: Bill and Mike didn't go home empty-handed; way to support the cause! Labels: Campus Life, Events Overdrive Interactive Launches Website for Cercone BrownOverdrive Interactive is proud to announce the launch of Cercone Brown's new website - http://www.cerconebrown.com/. The site provides users information about their agency, philosophy, services and various client success stories. Their blog is also accessible through the site and offers fresh content on recent news and thought leadership in the marketing space. A brief background on the agency: Len Cercone and Erika Brown founded Cercone Brown in 2001 and their belief is that their culture and dedication sets them apart from the rest, allowing them to deliver situation-changing Brand Consulting, Media Relations, Online & Social Media, Advertising, Design, Events & Promotions, and Social Responsibility services for top-brands that include GMAC, adidas, Nalgene and COGNOS. If you are interested in learning more about our website development services, click here for more information.  Labels: Overdrive News, Website Development A Commuter's Dream Being a commuter who relies on public transportation to get to work everyday, half of my 40 minute commute is spent waiting for buses or trains to arrive. Part of my commute includes walking through an outdoor hotel valet station. Every winter, the hotel turns on heat lamps for the valets, and I take advantage of the lamps to warm up on my commute; even if it’s just for a few seconds. So I was envious when I recently read a New York Times article entitled “Hot Food, and Air, at Bus Stops.” Kraft Foods has partnered up with JCDecaux North America to provide heated lamps in 10 bus shelters in Chicago to advertise its Stove Top brand of stuffing. This brought a smile to my face, not only because the heat lamps would provide much comfort on my commute, but the mention of Stove Top conjures up feelings from my childhood. When I think of Stove Top stuffing, I think of eating hot dinners with my family in Syracuse, NY, while watching the snowflakes fall. Kraft Foods is banking that these feelings of warmth are also shared by commuters in the windy city of Chicago. Besides the heat lamps, Kraft Foods will also place posters in the shelters that include the tagline, “Cold, provided by winter. Warmth, provided by Stove Top.” Kraft Food also plans to supplement and complement the heated bus shelters by giving out samples of Stove Top’s new product called Quick Cups to commuters. This type of experiential advertising exemplifies how advertisers are thinking of other ways for customers to experience a product or brand rather than passively view or ignore, a more traditional ad placement such as a magazine ad or TV commercial. However, there have been other attempts by advertisers to offer experiential marketing that have gone sour. In 2006, the California Milk Processor Board placed scent strips in bus shelters in San Francisco. However, the campaign was ended because the scent strips were deemed inappropriate and there was worry that the strips could cause allergic reactions. As Mr, Decaux states in the article, “You always have to be careful not to upset the balance between having a presence and being too intrusive.” Done carefully, experiential marketing can provide a positive experience and interaction with a brand. It’s questionable whether this campaign will actually translate to Stove Top sales, but it’s a good example of an advertiser providing a unique way of grabbing consumer interest. Labels: Advertising, Strategy Blogs & Twitter; An Online 1-2 PunchLately I have been feeling a bit overwhelmed with the number of blog posts, Twitter Tweets, Yammers, Facebook status updates, and a half dozen other online social networking devices. If you're not lost in the jargon yet, then you probably have an idea of what I'm referring to. However, today I stumbled across a perfect example of how a company's blog and their Twitter feed can interact. As some of you know, today is Cyber Monday. In a nutshell, it's Black Friday for online shopping. Today on Sony's US Blog, the post directs readers to their Twitter feed and instructs them to post any deals for Sony products they come across. In addition to indirectly boosting their sales, Sony is creating a cohesive link between their blog and their Twitter feed. This will help to increase user activity on their site help to establish Sony's blog as a daily destination for users. Try a search on Twitter for "Cyber Monday", and you will find that users have been posting links to deals all day. Sony was able to capture this and use people's own bargain-hunting abilities to better serve their site and their user base. Aside from geeking out about all this online functionality (this is our passion after all) the real take-away here is to show how companies can directly interact with their customer base online. This type of online interaction is precisely how savvy companies can use social media to their advantage. Here at Overdrive we have our own Twitter feed and have designed blogs and other social media outlets for clients such as Harley-Davidson, all of which have been met with great success. For more information on how Overdrive can help you establish your social media presence, please do not hesitate to contact us. Labels: Social Media, Social Media Marketing, web 2.0 Overdrive Interactive Secures Google Grant for First DescentsOverdrive Interactive is the online marketing agency behind highly successful search and online media campaigns for clients as diverse as Harley-Davidson, The Princeton Review, EMC, The Boston Globe and media giant Dow Jones. In support of First Descents, the agency will be deploying a search engine marketing program to generate awareness of the free trips and to drive registrations on the web site. The actual amount is not being disclosed; however it is six figures annually. The free advertising through Google AdWords™ will continue as long as the online campaign exists. Former high school classmates in Massachusetts and fellow cancer survivors, Shane Kelly, Account Executive for Overdrive Interactive, and Scott McDonald, Interim Executive Director for First Descents, partnered together to apply for and win the grant. “As a cancer survivor, I am thrilled to leverage Overdrive Interactive’s online marketing expertise to help such a fantastic organization achieve its goals,” said Kelly. “First Descents provides a life-changing experience for cancer patients and survivors, and we want everyone to know about it.” During the weeklong First Descents experience, young adults living with cancer are empowered through kayaking, team-building and other activities to push their limits and face the challenges associated with living with cancer. Emphasis is placed on daily goal setting, confidence workouts and teamwork exercises. Each program is limited to 15 participants, ensuring individualized care, medical attention and an intimate experience with fellow First Descents participants. All meals, accommodations and program activities are provided to participants free of charge. First Descents has just announced the dates for Summer 2009 programs, which can be applied for at www.firstdescents.org. “We are proud of Shane’s efforts on behalf of First Descents and happy to donate our services to such a worthy cause,” said Harry Gold, CEO of Overdrive Interactive. “Thanks to this Google Grant, we will really be able to help First Descents extend its reach online.” About First Descents First Descents was founded in 2001 by professional kayaker Brad Ludden. The mission of First Descents is to provide physical, emotional and psychological healing for young adults with cancer. The young adult cancer population (ages 18 - 40) is the most underserved demographic of survivors, with very few resources and limited support. First Descents’ week-long programs aim to kick-start young adult survivors back into life – regaining confidence, control, security and independence. For more information, please visit www.firstdescents.org. About Overdrive Interactive Overdrive Interactive is a full-service online marketing agency based in Boston that helps clients grow their business with engaging and measurable online media, social media and search engine marketing campaigns and services. The agency specializes in creating genuine consumer connections that help companies build their brands, generate leads and drive revenue. Overdrive serves organizations who are seeking a high level of accountability from their marketing firms and advertising investments. For more information, please visit www.OverdriveInteractive.com. Labels: Google, Overdrive News, Search Engine Marketing (SEM) |
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