Feb 07

Yogurt’s answer to the Seattle Seahawks

Today’s guest post is by Peppercommers Nicole Moreo and Dan Salazar.

yoguffffrffftWe think the Yogurt War at the Super Bowl was just as much a blowout as the game itself.  And guess what?  We disagree with the advertising gurus as to who won.  Here’s why:

  • Chobani’s “#HowMatters” was used almost 3x as much as Oikos’s “#FuelYourPleasure”.
  •  61% of people mentioning “#HowMatters” also directly connected with @Chobani.
  •  Only 34% of people mentioning “#FuelYourPleasure” directly connected with @Oikos.

So, why did we place such importance on the hashtag, and not overall buzz? According to Marketing Land’s Hashtag Bowl, hashtag use increased from 25% in 2012’s Super Bowl to 57 percent of nationally-run ads in 2014.  That’s pretty remarkable… and intriguing.  So, instead of looking at overall buzz, the Business Outcomes team at Peppercomm focused our analysis on the use of the hashtag. Companies spend a lot of time and money in the discovery process looking for taglines that they want to connect to their brand; we wanted to see if the general buzz connected back to these taglines.

Whether these mentions were positive, negative or neutral, we found Chobani the winner in this Yogurt War.  Although the advertising rankings of online buzz for Super Bowl ads showed Oikos as the winner, and we agree, they got more overall buzz, we don’t think they won in a key area.  Oikos’s buzz revolved mostly around the highly anticipated ‘Full House’ cast reunion, not necessarily the brand messaging. Is this result really winning the Super Bowl Yogurt War?

When we look at overall numbers and measurement, we always ask “so what”.  Yes, John Stamos definitely did his job and got a lot of people talking— but about what?  Will people remember that Oikos is trying to connect their yogurt to “fueling your pleasure,” or just that John Stamos looked good and shared the screen with old cast members Bob Saget and David Coulier? Chobani’s “#HowMatters” actually created a lot of conversation and interest; it got people involved with their brand’s messaging.

Social Media participation with the Super Bowl is expected to grow annually.  Companies need to recognize  that these ads are a perfect opportunity to raise awareness and connect their audience with the brand’s messaging and value proposition. Whether or not you agree with the Yogurt War findings, it is obvious that the public is eager to engage with these brands online, and in real time.  Instead of focusing on simple buzz, we see the hashtag as an important and valuable way to get people to really connect with the brand in a meaningful and impactful way.

Feb 06

Three sure-fire PR tips from ‘the man who divided a country'”

faux_news_sqI’ve just finished reading ‘The Loudest Voice in the Room,’ Gabriel Sherman’s kiss-and-tell expose of Roger Ailes, the uber powerful head of Fox News.

And, I must tell you that, regardless of your political leanings, this book is a MUST read for any PR professional. In fact, “the man who divided America” as Sherman calls him, is a PR genius (he’s a lot of other things as well. But, I’ll leave that discussion for a future blog).

So, here are the three gems I gleaned from “…the brilliant, bombastic” Roger Ailes:

1.) Listen to the audience before you launch your product, service or organization. Before he created Fox News, Ailes first conducted a nationwide survey asking the average American if she felt the existing networks (CBS, NBC, ABC and CNN) represented their views. A whopping 60 percent of people living in what Ailes called “the flyover states” said no.

Ailes saw the white space opportunity and immediately filled it.

2.) Taglines matter. From the very beginning, Ailes wanted to outrage his competitors while telling “the common folk” that he understood their issues with “the liberal journalists who spun the nightly news.”

Fair and balanced, Fox’s now legendary tagline accomplished both goals overnight.

3.) Positioning lines are the perfect complement to tag lines. While “Fair and balanced” struck a chord. Ailes knew it wasn’t enough. So, he hired a legendary ad firm of the day, Messner Vetere Berger McNamee Schmetterer, to launch the fledgling the Fox News Network.

After considerable brainstorming, Bob Schmetterer struck gold with ‘We report. You decide.’  The positioning line immediately addressed critics’ questions about Fox’s objectivity while empowering viewers “…to decide if (Fox) were fakers or telling the truth.”

Messner later said the Fox positioning line “…was probably the longest lived…” of any created by his firm.

Pick up ‘Loudest Voice’. You’ll find it equal parts repulsive and engrossing. And, if you’re looking for best practices to differentiate yourself, your client or your organization, I guarantee you’ll also find ideas that will inform any future campaign you might be considering.

Feb 03

Smile pretty for the camera

Jerry Lewis and Steve CodyHaving witnessed countless celebrity interviews this past Super Bowl weekend, I thought I’d share my personal remembrances of celebrity close-ups.

I never worked for a Hollywood-type publicity mill, so my encounters with celebrities depended solely upon client sponsorships or chance encounters at trade shows.

Thanks to Showtime’s sponsorship of their tours, I spent time with Phil Collins (nice lad), Rod Stewart (very decent chap) and The Rolling Stones (even way back during The Steel Wheels tour, Mick, Keith & the Boys were angry old men).

Sony Car Stereo afforded me the opportunity to meet celebrities up close-and-personal. I spent a full-day with Willie Mays (a very special guy) and John McEnroe (he was, indeed, a SuperBrat).

But, Jerry Lewis provided me with my best celebrity experience of all.

I was in Las Vegas, along with other members of the Sony team. Lewis had agreed to be interviewed in his dressing room before a scheduled 8pm performance. The subject: his use of Sony audio and video equipment.

I’d never been a fan, so I wasn’t exactly psyched. But, Lewis couldn’t have been friendlier to the reporter or this lowly flack.

And, Jerry absolutely wowed us with his knowledge of photography, videography and technology in general. He held court for a full half-hour, answering every question in an extremely thoughtful, serious and informed manner. In short, he was the antithesis of his zany, low-brow, on-stage self.

Then, just as the interview ended, Jerry asked the reporter and me if we’d like to have our photographs taken with him. We both jumped at the chance.

A nanosecond before this pic was snapped, ‘Serious Jerry’ left and the Sultan of Slapstick returned. Lewis jumped up and down, shouted a few absurd things, squeezed my arm and said, “Smile pretty for the camera, Stevie.” And, I burst out laughing.

Jerry later signed the photographs AND gave a shout-out to the reporter and me in front of some 2,500 people at his show.

Jerry Lewis was far, and away, my best celebrity close-up.

How about you? Feel like sharing your best or worst celebrity close-up?

If so, remember to smile pretty for the camera.