Ten GY&K team members weighed in on this year’s Super Bowl marketing.

In our office there’s more speculation about Super Bowl advertising than about who will win the actual game. That’s partially because we have a lot of confident Patriots fans, but mostly because we’re marketing geeks and there’s no better night to watch brands flex their marketing muscles.

With that in mind, we gathered Super Bowl advertising insights and predictions from a few GY&K team members:

Looking forward to the big “Ferris Bueller” tease with Matthew Broderick! Great pre-air buzz, gone viral and created tons of pressure for a sequel to one of the seminal coming-of-age comedies of all time! There’s a big secret here and lots of speculation about the advertiser. Any one else think this is a cool idea? Anyone..Bueller?

Pat Griffin
Chairman

I love how a few years ago Google cleverly told a story through the eyes of someone actually using their service (“Parisian Love”). I’ll be anxious to see if more brands use this tactic, which I think is a more effective method to actually encourage product usage, as opposed to the typical off-the-wall attention grabbing spots.

Travis York
President

There’s no doubt that social media integration within branded Super Bowl ad campaigns has been growing rapidly over the past several years. But this year, analysts are dubbing Super Bowl XLVI as ‘The Year Social Media Changed the Game.’  USA Today and Facebook are co-branding an app that features all the national ads that will appear during the game, along with a five-star rating button that let’s Facebook users judge, share, comment, and spread the ads — and their reactions — as they watch. Even the Super Bowl itself has received a social media facelift with their very own social media command center manned with a team of social media strategists analyzing, optimizing and responding to digital fan chatter across Facebook, Twitter and other social media channels.

Liz Steinhardt Pollock
Public Relations Manager

I thought last year’s Doritos Crash the Super Bowl spots were hysterical and these user generated gems have ranked #1 on the USA TODAY Ad Meter for two of the last three years. Based on that, I’m excited to see what spot wins this year. I love the social media aspect of this promo requiring very few marketing dollars. The stats are awesome – almost 500,000 votes for 5 videos, 2.7MM+ likes, 200K+ conversations. Plus, this year’s winner gets to work with Andy Samberg’s Lonely Island on a future Doritos project. Mmm Cheesy!!!

Shana Malik
Director of Media Relations

Chevy is trying to take advantage of the fact that Americans no longer simply ‘watch’ TV. Instead, they interact with it, experience it, vote on it, comment on it, tweet about it, etc. So understanding this, Chevy created its very own app helping consumers interact with the Super Bowl like never before. Users of the app receive a special license plate code, and during the Super Bowl Chevy will air commercials with the winning code. The app also allows members to login and post everything to Facebook or Twitter, encouraging them to share the app with their friends and followers. Chevy didn’t just decide to advertise to America’s largest television audience; they made a strategic decision to start a dialogue with them. I believe this is truly a winning approach.

Mike Stevens
Senior Marketing Planner

Looking forward to seeing if Bud-Light pushes their new product “Bud-Light Platinum.” It’s advertised as the same light beer but with a higher ABV at 6.0%. Bud Light is a favorite for getting some laughs during the big game, so I’ll be curious if they extend the Bud Light brand and theme to Bud-Light Platinum, or if they give it a new and distinct feel from the core BL brand. Anheuser Busch is always a player when it comes to humorous Super Bowl advertising, but I expect them to remain true to their roots and feature the more emotional Clydesdale spots in some fashion too.

Mike Giovinelli
Account Supervisor

This week I finally pulled the trigger on canceling my cable TV service. Fortunately, the Super Bowl will be streamed live online for just the second time this year. I’m anxious to see how advertising will be handled in the online realm and if it differs from the standard TV broadcast.

Ben Peirce
Multimedia Producer

Psyched to see that some of my favorite concepts will be back, especially the “office monkeys” from careerbuilder.com. Love that one! But the biggest shift to watch is how brands will further integrate across all mediums and dive deeper into the social well. To quote a great article from Harvard Business Review, “The TV spot has become the trailer for something bigger, broader and more interactive.”

Sophia Cigliano
SVP Client Services and Account Planning

I will be looking for how brands embrace the “second screen” phenomenon. Will advertisers be able to convince football fans to take their eyes off the game to watch more ads on their phones? More importantly, will the additional content be worth it?

Andrew Harris
Associate Creative Director

One of the most amusing games to play at Super Bowl parties is to guess what brand/product is being advertised before it is mentioned by name or a logo is shown.  Are companies trying to create memorable connections between the :30 spots and their brand, or are they trying to make the most over-the-top and most talked-about commercial? Also, I look forward to NOT logging on to GoDaddy.com afterwards to see more of Danica Patrick.

Nathaniel Grimes
Business Development Coordinator

A new image sharing platform has taken the web by storm and it’s time for marketers to pay attention.

Pinterest (combining the words pin and interest) is a ‘virtual pinboard’ that lets users collect, organize, share and link back to the images they find on the web. While most ‘pins’ and ‘boards’ are public, the platform is invite-only (users can invite friends) so there’s a perceived exclusivity helping drive growth. More importantly, there’s a familiar viral loop that creates user engagement. Following, repinning, liking and commenting all trigger notifications that keep users interacting. The usual social suspects are integrated as well, including buttons to Tweet, Facebook like, share, email and embed. These actions create awareness outside the Pinterest ecosystem. In addition to collecting the images you find on the web, the Pinterest mobile app encourages users to pin their own photos.

Pinterest feels like a combination of different services, yet it’s extremely simple and intuitive. That’s probably because most actions mirror those we are already familiar with due to Facebook, Twitter, Tumblr and other social sites. While many users create content on Pinterest, the platform is a fantastic discovery tool that many will find useful even if they never create an account. That’s a powerful draw and it’s making Pinterest one of the hottest sites on the web.

So, how do brands take advantage of the platform?

First, establish a profile. If you don’t have any friends to hit up for an invite, Pinterest seems to grant access within about two weeks of submitting a request. Next, create one or more boards and begin adding your own images, along with those you find on the web. Theme each board around products you offer or anything your target audience may find appealing. Don’t forget to follow fans, complimentary products and thought leaders in your space to begin building a Pinterest network. Remember to periodically add your own new images, as well as those you repin from others. All of this activity can be easily integrated with your existing social presence by sharing your Pinterest activity on other platforms.

Though we may be suffering from button fatigue, you’re going to see the ‘Pin It’ button popping up all over the web. That’s because in most cases a ‘pin’ is the equivalent of an endorsement or a ‘like’ on Facebook. Since the site is quickly becoming a destination for discovering everything from recipes to raincoats, the more pins of your product the better. If you’re selling anything online, you may want to test out this button next to product images.

Pin It

One of my favorite features is the ability to combine images found on the web with personal photos. This past week I had the opportunity to attend a number of events related to the New Hampshire Primary, and I decided to conduct a GY&K APPtitude test by using the Pinterest mobile app to create a Primary-themed board. You can view my NH Primary board here.

And, if you’re looking for more behind the scenes footage of the Primary, check out this original GY&K production.

Brady Sadler is the VP of Business Development & Marketing at GY&K. Connect with him on Twitter @BradySadler

Our TV viewing experience is on a collision course with the interwebs. Some of us already own internet enabled TVs, while others connect their TV through peripheral devices like AppleTVs, PS3s, DVD players, etc. Alternatively, we’re able to view TV programming online through sites like Hulu and apps from networks like HBO, ESPN and many more. In case you haven’t heard the rumors, Apple is apparently working on their own TV. Perhaps this will be the tipping point that moves the entire television industry forward as Apple did with telecom industry by introducing the iPhone.

We now regularly see traditional TV broadcasts encouraging viewers to multitask. Think about how often you see that little blue bird suggesting you should ‘join the conversation’ on Twitter. Now imagine the mediums were truly connected and you could respond directly without searching or typing a URL. This process may still involve a separate device like a tablet, phone or laptop, but the future integration could be seamless compared to today’s experience.

The use of the mobile app Shazaam by Bud Light and Old Navy is an interesting example. With one touch, Shazaam (using audio recognition software) provides the user with an online experience directly tied to the brand being promoted in that commercial. Merge this technology with TV check-in apps like Get Glue and social TV guides like Yap.TV, and you may have a glimpse into the viewing experience of the future.

But what will this convergence of TV and the Web mean for marketers?

Here are three distinct opportunities:

Paid Advertising

Paid advertising will certainly exist within this new paradigm, but the targeting will become much more precise and the opportunity to drive immediate action becomes more viable.

The TV/Web convergence will democratize content by cutting out the gatekeepers (cable providers), leading to many more choices for viewers. This also means more choice for marketers and more clutter for everyone to contend with.

Imagine you search for food and right next to the Cooking Channel and Food Network you have a list of the most popular cooking content on YouTube. YouTube is already betting on this by directly funding original content.

This means marketers will soon be exploring the opportunity to advertising around an even longer tail of niche video content. Shows that are popular with local and regional audiences also become more viable if a brand is interested in geo-targeting. From a creative standpoint, brands will be inclined to develop a variety of different spots for each campaign in an effort to be more relevant to specific audiences.

And what about the call-to-action? Brands that would otherwise focus their TV dollars on ‘image’ advertising will be motivated to promote offers that solicit an immediate reaction. A viewers social graph (Facebook friends, Twitter followers, etc.) will be tightly integrated into the viewing experience, so there will also be a unique opportunity to encourage sharing with group discounts and provide incentives for referrals. As you can see, these changes will impact a brand’s overall strategy, creative, merchandising, media placements and more.

Creative Partnerships

When it comes to paid advertising, marketers will not only have an opportunity to place spots around niche programming, they will be motivated to influence the actual content through creative partnerships. While traditionally this may have only been a viable tactic for large brands, more content will result in more producers looking to offset production costs with product placements, sponsorships, brand integration and more. If a brand is targeting a narrow audience in terms of  the subject matter or geography, a creative partnership could be a win-win.

For more on branded content check out the GY&K Theater of Public Influence podcast from earlier this year dedicated to the topic.

Original Content

While brands will certainly pay to advertise around third-party content and take advantage of creative partnerships, perhaps the most important opportunity will be to create original video content. This type of content is different from creative partnerships because the brand truly owns the production from start to finish.

If you sell organic food, why not produce a cooking show?

Own an apparel company? How about a weekly showcase pairing fashion and accessories?

Manage a healthcare practice? Consider a Q&A series with physicians.

Just like any original content you produce for the Web, the goal is to position your company as a trusted resource.

One big question is how will we find content when TV and the Web merge. We will certainly rely on filters to narrow down the options, but will this mirror our current online search experience in terms of paid placements and organic listings? Will content owners bid on search terms specifically for video content? Will collaborative filtering (think Amazon) provide suggestions based on our viewing history or will a social TV guide based on the preferences of our friends become the ultimate reference tool?

It’s too early to tell, but we know the volume of content is going to increase significantly, so marketers will be forced to think creatively about what they produce and the strategy for distribution…….especially when the Web is inextricably linked to the big screen in our living rooms.

Brady Sadler is the VP of Business Development & Marketing at GY&K. Connect with him on Twitter: @BradySadler

In keeping with the theme of our recent post about the unexpected, a construction site near our office has deployed some unconventional branding tactics that are worth reviewing.

Our office, proudly located in “Live Free or Die” New Hampshire, sits across from a hotel and restaurant that have changed ownership several times. Everyone around town knows this property has been less than stable, so when the latest developer took over, they decided to embrace the existing perception and turn it into a positive.

The hotel is in a high-traffic area adjacent to The Amoskeag Fishways, better known around town as ‘the falls.’ When the new developer started working on the property they posted a large sign, and a number of smaller signs, that read ‘WhatsUpAtTheFalls.com.’ This is certainly unexpected and unique for a construction site. Yet it makes perfect sense given the history of the property and the number of cars that pass by each day.

‘WhatsUpAtTheFalls.com‘ includes a project overview, status, photos, press coverage, contact info and a live camera view of the construction site.

Congratulations to the Roedel Companies and Alta Properties for this creative approach to generating buzz for this project.

Regardless of the industry, what are the unexpected tactics you use to intrigue and educate consumers?

Brady Sadler is the VP of Business Development & Marketing at GY&K. Connect with him on Twitter @BradySadler

A friend recently said that when it comes to rewarding customers, surprise leads to delight. I think he’s absolutely right, and I believe all brands should include a positive unexpected tactic in their marketing plan. That’s right, you have to plan for the unexpected, or at least develop a framework for how this can come to life in your organization.

When I worked for the Walt Disney Company, we called these ‘Magical Moments,’ and they were actually scheduled into our shifts by the computer system that deployed us. One of my favorite ”Magical Moments” was inviting a family to skip the line for one of the popular attractions. Following the experience, we would present a personalized certificate to the kids and then get back to our work. The cost? Ten minutes and a buck for the certificate. The return? Priceless.

There’s always been a benefit to this type of activity, but now that “mobile and social” trends amplify messages in real-time, creating magical moments becomes exponentially more valuable.

A similar concept was also the theme of a TED event I recently attended. TED is a nonprofit organization that hosts a series of invitation-only events where speakers are challenged to give the talk of their lives (in 18 minutes or less) and promote “ideas worth spreading.”

As an extension of this platform, TEDx aims to encourage a similar dialogue through independent local events. With the guidance of the parent TED organization, an amazing team here in NH organized TEDxAmoskeagMillyard and themed the event “The Unexpected.”

The day proved informative, inspiring, and of course, included plenty of unexpected moments. Howard Brodsky, the CEO of CCA Global Partners, spoke about “Delivering the Unexpected” in business. His comments focused on the idea that positive unexpected experiences help build employee morale, create customer loyalty and differentiate the business. In other words, ‘go one more step’ (to borrow from my friend Taylor’s blog).

While you don’t want the unexpected to seem contrived, there are ways to make sure it’s a common practice. Here are five simple ways to consistently surprise and delight customers:

1. Remember a customer’s name. We all love the sound of our own name.

2. Write a hand-written note. This can come from a customer service rep or an executive, but either way it will have a major impact.

3. Offer a small gift certificate when a customer provides constructive feedback (positive or negative). When our opinion matters, we’re more invested.

4. Throw in something extra the next time you fill an order. Do you believe in shopping karma? You should.

5. Provide an easy way to ‘sample’ your product or service (in software this is referred to as the ‘freemium’ model). Think about the feeling when we see someone handing out tablespoons of yogurt at the end of the grocery aisle. We might not even like yogurt, but we can’t wait to see if there’s another sample around the corner.

How do you make the unexpected a part of your customer experience?

Brady Sadler is the VP of Business Development & Marketing at GY&K. You can follow him on Twitter: @BradySadler

At GY&K, we pride ourselves on attracting the best creative talent in the region. Often these team members have unique passion projects and entrepreneurial endeavors that we also encourage because it exposes our collective group to new ideas, interesting people and innovative technology.

One great example is our Multimedia Designer Ben Peirce. We were lucky enough to have Ben join our team after a stint on the west coast where he ran the in-game entertainment at the Staples Center in LA. Ben brings a unique and valuable skillset to the table,  and often takes on filming, editing, graphic design, animation and more. He’s the executive producer of our podcast and the mastermind behind our client presentations. Beyond his work for GY&K, Ben produces a popular comicbook podcast and he also writes, directs and stars in a number of independent films. We’re proud to announce that he was recently recognized for his filmmaking skills with a prestigious award.

In its first festival appearance outside of the 48 Hour Film Project, the Pilotgroove Pictures film, Just Remember That They’re Dead made a big splash, earning the title of “Best Regional Filmmaker” for writer/directors Ben Peirce and P.J. Huot at the 2011 SNOB Film Festival.  Just Remember That They’re Dead received 3 screenings over the course of the 4 day festival and was announced as a winner at the SNOB Awards Ceremony Saturday night at the City Auditorium in Concord, NH.

Founded in 2002 and now in its 10th season, the SNOB (Somewhat North of Boston) Film Festival is “a grassroots effort to showcase and support independent filmmaking.”  Of the 60 films included in this year’s festival, 18 were produced in New Hampshire and eligible for the prize of “Best Regional Filmmaker”.  Peirce and Huot were given the award for their work on Just Remember That They’re Dead by the audience, with balloting held throughout the festival.

“I sort of zoned out for a second while they were reading the nominees,” said Ben Peirce, “so when they called my name it took a second to register that we’d actually won. It was a nice surprise.”

“The pressure’s on now.  We have to come back next year with something even better,” remarked P.J. Huot.

See Ben and P.J.’s acceptance speech here

The 48 Hour Film project was well-represented at SNOB. Three films from the NH event were screened including Tick Tock Death Clock by fellow 48 Hour alums, Wicked Sick Films, who took home the award for “Best Comedy” for their longer film, Buddy Love.

See the film here now!

Source: Pilotgroove.com

The marketing industry is changing on so many levels. Therefore, we’re always testing new ideas at the GY&K school house and measuring to see what works. There are tried and true principles that we rely on (30+ years in business means we’ve hopefully learned a lot!), but now more than ever we have to keep an open mind and pursue innovation. 

One way we do that is by meeting with clients to hear about their experiences. After all, clients will always be the experts on their individual businesses.

Of course we also read trade publications and blogs, attend industry events, network (online and in real life) and dabble with our own independent studies.

One additional way I like to stay fresh is by visiting Walmart. Yes, you read that right. Approximately 100 million customers visit Walmart’s U.S. stores each week. For brands and marketers this is a key battleground.

Here are a few insights and anecdotes from my recent field trip to Walmart.

Rock Kiosk – Remember standing in line for concert tickets because the only other choice was fighting with a busy signal over the phone? Most of the ticket ‘outlets’ are gone, but not at Walmart. I have a feeling the friendly interface encourages a number of impulse purchases and drives significant revenue for Ticketmaster. If you haven’t read about their new CEO and his strategy to make them less-hated, it’s worth checking out.

Wine in Electronics – Shocker! Barefoot Wine & Bubbly is known for their fun and clever marketing, and this placement on the endcap between batteries and DVDs is brilliant. In our experience with liquor brands (and I mean paid marketing projects, not our extra curricular activities), we have found merchandising to be critical. In a crowded category, this is a great way for a wine brand to stand out.

Blue Box – If you take the wine but pass on the DVD purchase, you can still rent a movie on the way out. At Walmart, even the Redbox is blue to fit the retailer’s brand.

Pop Up – The checkout area is an impulse purchase haven.  The aisles and endcaps are overflowing with everything from candy to car chargers. There are also displays strategically placed to entice consumers waiting in long lines. A GY&K client, Original Gourmet, now has their lollipops front and center. It looked like Cotton Candy was the best seller in this store. It’s also a favorite around the office.

How do you keep in touch with the retail marketing experience? Are their certain places you visit on a regular basis?

Brady Sadler is the VP of Business Development & Markting at GY&K. Connect with him on Twitter @BradySadler

This past weekend I had a chance to visit the new Yankee Stadium for the first time. Growing up, I went to the old stadium every summer with my father and a group of friends, so experiencing the new park was bittersweet.

When I was a kid, I didn’t think much about the brands that were a part of the ballpark experience. However, these days when I walk into a ballpark, or any public place for that matter, I immediately analyze the surroundings and look to see what brands are represented. I call it the ‘curse of the marketer.’ If you’ve ever watched TV with someone who works in advertising you know what I’m talking about. 

Marketing sponsorships are a core component of the sports business, so I wasn’t surprised to see a myriad of brands on display. There were sponsored giveaways at the gate, outfield banners, PA announcements, video board promos, contests and more. Specific ticket packages are branded as well including the Delta SKY 360 Group Package, theTurkey Hill Ice Cream Group Picnic Package, the Malibu Rooftop Deck and the Jim Beam Suite Group Package.

We had passes for the Audi Yankkes Club and the Budweiser Hall of Fame Lounge in left field, so the branded ballpark experience was in full effect.

I was standing in line for food (ridiculous buffet) and started chatting with a young couple. They both had gold Audi nametags and I assumed they worked for the company. A few minutes into our conversation I asked about their role with Audi and found out they were actually freelance journalists who were being entertained as part of the new 2012 A5 launch.

The ability to host events in this setting provides significant value for Audi. However, by using the custom nametags they significantly increase the impact of the experience. It’s inevitable that everyone wearing the badge gets asked if they work for Audi. For a short time, they are ambassadors for the brand and the badge forces old school social networking.

When I worked in sports prior to GY&K, we didn’t have to contend with the world of new media as it exists today. I’m sure the Yankees provide rationale to justify sponsorships, but I would imagine it’s become a lot more difficult to sell static signage. This is why the experiential components of a sponsorship package are so important. Customizing nametags may seem like a minor detail, but in this case that small touch made Audi’s investment even more valuable.

Do you host events and entertain customers, prospects or media? If so, what are the little things that make these experiences more impactful?

Bonus: For more on the power of nametags, check out one of my favorite blogs by Scott Ginsberg aka ‘The Nametag Guy.’

Brady Sadler is the VP of Business Development & Marketing at GY&K. Follow him on Twitter @BradySadler

There’s a fascinating battle taking place between retailers, device manufacturers, technology companies, content owners and various others. They are all jockeying for position as more and more consumers access the Web through their televisions.  Look no further than the recent Netflix announcement as an indication that the TV viewing experience may be changing faster than anyone predicted.

Last year we hosted an episode of our company podcast, The Theater of Public Influence, all about connecting your TV to the Web. Download the podcast and listen as our team debates the features and benefits of Roku, Apple TV, Google TV and a good ol’ computer hooked up to your TV.

Recently, one of my favorite online-based shows, This Week in Startups, hosted a similar discussion and reviewed a number of ‘connected devices’ and Web-enabled TV’s. This is an entertaining tutorial for anyone interested in the current options, and what the landscape might look like in the near future.

What do you think the Web-enabled TV experience will look like in a year? Two years?

Will we eventually be searching on our television the same way we do on the Web? If so, what might this mean for brands that create their own video content? 

Brady Sadler is the VP of Business Development and Marketing at GY&K. Follow him on Twitter @BradySadler

The GY&K APPtitude Test is an ongoing feature that involves members of the GY&K team ‘test-driving’ mobile apps and reporting our findings.

For our latest APPtitude Test we’re going to showcase just a few of the many photo apps currently on the market.

In addition to sharing life’s great moments with friends, photos are another way for companies to spread the word about their products, events, portfolio, people, etc.

With that in mind, we asked a few members of the GY&K team to select their favorite mobile photo app and capture their best shot of our office.

Now we’d like you to vote for your favorite (click to enlarge):

Ben Peirce, Multimedia Designer
App: Adobe Photoshop Express

Brady Sadler, VP Business Development & Marketing
App: Hipstamatic (lens: John S, Film: Kodot XGrizzled)

Dustin Ruoff, Director of Digital
App: TiltShiftGenerator

Jeff Topping, VP, Associate Creative Director
App: picplz (setting: Russian Toy Camera)

Mike Giovinelli, Account Manager
App(s): Color Effects & Photoshop (took the color effects photo, cropped it in photo shop, contrast 50, exposure 10, vignette border)

Mike Stevens, Sr. Integrated Marketing Planner
App: Color Effects

Sophia Cigliano, SVP Client Services & Account Planning
App: Photosynth (setting: Panoramic stitching – this allowed two individual shots to be taken separately, then they are “stitched” together to form a single panoramic shot)