Soccer mom’s get in the business.

14 11 2008

Consider the minivan and all it’s been through. A novel idea by the folks at Chrysler some 26 years ago, the minivan gave families a practical mode of mass transport. Through the years, moms added things like remote sliding doors, retractable seats and even tv sets and then dvd players and video games. Hauling the kids became her ‘job,’ thus the minivan became her identifiable feature around soccer parks nationwide.

Today, all manufacturers included, minivans sold in a year total almost a million and some change. SUVs took a foothold in American driving culture, giving roominess and hauling capacity and the development among the auto makers boomed. New models were launched each year and the SUV got bigger and bigger. A gas cruch brought ‘crossover’ vehicles into the foray, yet the minivan was still waiting in the wings, still selling around 70,000 unites a month.

This past week, VW has decided that the soccer mom, a figure so prominent and synonymous with traveling and hauling precious cargo, should lead the charge in it’s new viral video attempt. VW’s “Road to the MLS Cup” begins with the #1 soccer mom picking up the MLS cup “handler” and taking him (and the cup) aross the country (and ironically, despite her checklist, she’s forgotten her kids at soccer practice).


Honda’s Musical Road.

9 10 2008

In the middle of nowhere special (well, Lancaster, California – you be the judge), Honda decided to make a musical road. Their agency, RPA worked with the city and cut grooves into the road, so that as a car drove over this stretch of Avenue K at 55mph, Honda thought passengers would be delighted to hear the theme to the Lone Ranger echo through the cabin. Named “Civic Musical Road,” it entertained thousands of travelers and has a slew of YouTube video postings. Annoying a song it might be, the stunt made for a unique personal and virtual experience, yet it was so unique that a few details were missed – like neighboring houses and the people who were driven nuts by the constant sound.

The future of “viral marketing.”

13 09 2008

The future of “viral marketing.” See it here.  But, give those Holiday Inn commercials that appear a chance, they’re interesting.

Wendy’s first viral. Lame.

12 09 2008

Wendy’s viral video. Lame in concept. Lame in execution. Doesn’t fit the mold for viral success. Even the lame meatatarians unite dot com is terribly pedestrian. You can submit an email address. Lame. And wait for a “meaty” reward to your email. Lame. When it comes, you get an email that greets you with a “Congratulations carnivorous carnivore, you are now an official Meatatarian.” Lame. There’s a certificate to download, too. It’s lame. You can also install some coupon printer thing, which I’d assume, if installed… gets you a coupon for a… meatatarian-approved burger? Lame.

But, you gotta start somewhere. It may be lame, but… there has been lamer.

It’s funny when tv bits become web bits… and potentially viral.

8 08 2008

From Family Guy. The best ad ever created on a cartoon show is on the web as it’s own unique website.

It’s Windows Mojave…

30 07 2008

“See for yourself, decide for yourself.”

Destroyed by preconceived notions, a clever “sink it before it sails” campaign by Apple and thus bad word of mouth, Windows Vista is what it’s always been – just this time, fairly positioned within open minds.

Crispin Porter + Bogusky have used a hidden camera before, but there’s no claim to this soft-launching viral site.

The power of curiosity. Campfire owns it.

24 07 2008

In November 2006’s issue of Fast Company, Danielle Sacks caught up with the boys at Campfire, the curiosity virtuosos behind The Blair Witch Project. What was written then (and although just two years ago) still applies to todays viral abilities. Technologically-speaking, 2 years ago was a long time ago, and Campfire has been creating curiosity through viral stunts since 2003, which is an even longer time considering the ways and modes to which we communicate (and market) every day. The basis of their viral stardom – create curiosity. Let the curiosity fester and let the world SEEK and FIND your information.

Tru Blood. Campfire’s new physical take on getting the digital world to talk about HBO’s new show, shown here in a bloggers video post about the mysterious vial she and others were receiving. I find this interesting: a meld between the creative delivery of a physical package to stimulate a digital response, thus proving that how we develop, deliver and proliferate creative communications is (and will continue to be) an effective strategy for publicity.