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

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

Facebook will soon offer content from the UK’s Channel Five TV network.  Viewers based in the region will be able to watch the network’s programming through an embedded player on their Facebook page, making Five the first broadcaster to offer a wide range of on-demand TV programming through the dominant social network. 

Five is a relatively new (established in 1997) and progressive network that currently funnels their video content through Demand FIVE, a Web site and online video player that offers free and paid downloads for rental or purchase.  This is the same player they will use to offer content through Facebook, though it seems all programming will be free (at least to begin with).  According to the site, “Demand Five is all about giving you the choice to watch telly when you want to, not according to rigid schedules.”  

Just as CBS now offers the “Watch & Chat” functionality on their site, it’s easy to imagine how TV viewing could become much more social when it literally takes place on Facebook.  Revenue could come from traditional video advertising through the player, social gaming tied to programming, contests and more.  Imagine video downloads that users pay for with the Facebook Credits they’ve earned on FarmVille?

Will we soon be logging into Facebook to catch up on our favorite TV shows?  Do you think the social network will become a viable competitor to Hulu and YouTube, or will the existing broadcast content partnerships prevent that from happening?

How many email newsletters do you receive on a daily basis?  Do you have a dedicated email address that you use when signing up so that marketing messages don’t clutter your personal inbox? 

If you’re like me, each day there are a handful of brands/products/services vying for limited attention via email.  What can a company do to set itself apart in this cluttered mix?  For me it’s all in the subject line.  

Right now Urban Daddy is the clear winner of my inbox as they consistently deliver subject lines that command attention.  You may not be in their target demo but you have to admit these make you curious:

-          Presenting the Snuggie Destroyer

-          Take a shower with Sam Adams

-          Introducing the MacGyver of Jackets

-          Block Parties, Questlove and Fresh Pastrami

-          Scotch + Pancakes + Nachos = ?

Make no mistake about it, this approach significantly improves their open rate.  It’s important to remember that in this space customer loyalty only begins when they subscribe to your content.  You must then deliver engaging and relevant information if you expect the reader to continue paying attention and maybe one day even buy something from you!

Are you making the most of your email marketing program?  Who do you think delivers the most creative subject lines?

“I plan to make Podcaster for the Android operating system. At least there, I will be welcomed instead of being walked all over.” -Alex Sokirynsky, developer of Podcaster

Many software developers have experienced issues with Apple because of the strict and sometimes inconsistent policies they maintain when it comes to the App Store approval process.  Other operating systems such as Google’s Android and Nokia’s Symbian offer a more open alternative for App development, but they do not have a hugely popular platform (like iTunes) or the extensive content to seriously compete with Apple.

With the recent release of the iPad, predicted to be the leader in the tablet market, there are more reasons than ever for developers to deal with Apple’s policies.  The iPad’s larger screen and more diverse and functional touchscreen capabilities promise to make it the best device for Apps yet, but will the iPad’s advantages in market share and functionality be enough to convert some very unhappy developers to finally give in and build for the platform?

This graph shows an increase in the percentage of new App projects that were started for Apple in January, when the iPad was first unveiled, but does not specify if the buzz over the iPad resulted in more Apps developed by current iPhone OS developers or if some have been converted from Android or other places.

While some may think that modifying an App to appease Apple is not a big deal, others, such at Tim Bray, former Sun Microsystems employee and new hire to Google’s Android team, feel differently. He has been quoted saying Apple offers a “sterile Disney-fied walled garden surrounded by sharp-toothed lawyers” and went on to simply and strongly say, “I hate it.”

If you were a developer and had to choose, would you rather have the freedom to create an App on your own terms and market it to a smaller audience, or conform to Apple’s rules in exchange for access to their built-in market?

Tim Allan is an intern with GY&K.  He is currently a full-time student at Plymouth State University, graduating this spring with a major in Business Administration.

Foursquare is a mobile application that allows users to “check-in” at different locations and share that activity with friends. Users can also add their personal interests, preferences and track their “check-in” history. Aside from connecting with friends, Foursquare also has game-like features. For instance, a user with frequent “check-ins” at certain locations can earn badges and receive special discounts. Someone can even be named the “mayor” for “checking-in” to a location more than anybody else. The competitive elements of Foursquare are incentivizing users to stay engaged, and according to Read Write Web, “checking-in” is becoming the thing to do.

Currently, there are approximately 500,000 users, with the majority coming from major cities like Boston, New York, Los Angeles, Chicago, Seattle, Portland, and Austin. However, Foursquare is not alone in this category. Gowalla, My Town, Yelp, Where, Tudaloo and many more location based applications offer some form of the popular “check-in” feature. While this is clearly a popular trend in the social gaming and mobile technology space, many wonder if it will become a viable marketing channel.

According to The Week, there are approximately 1.4 million businesses logged in, with 1,200 offering special deals through Foursquare. Soon, with the Foursquare analytics program, businesses will be able to receive detailed information on who is “checking-in” to their locations, and will then be able to communicate directly with those visitors.

There are many types of businesses using Foursquare, but it is most popular among bars, restaurants, cafes and nightclubs. One company who has taken advantage of this technology is Starbucks, which uses Foursquare to reward customers that frequently “check-in” to its locations. Companies in the food industry are not the only ones using Foursquare. In an attempt to merge mobile and TV, Bravo is also using Foursquare. Bravo will reward users for “checking-in” to the locations featured in the shows played on its channel. The stars of the shows will also share their advice on the best drink at a bar, the best meal, or other useful tips that users will be able to view with Foursquare.

Foursquare’s simplicity, competitive features, and growing rewards program could make this just as addicting as Facebook and Twitter. Are you currently “checking-in” on Foursquare or on similar applications? Have you received any special offers or interacted with any brands through this channel?

Jenaleigh Landers is an intern with Griffin York & Krause.  She is currently a senior majoring in Business at Saint Anselm College.

As we outlined in an earlier post, marketers are looking at Chatroulette and trying to determine if there is a smart way to take advantage of the phenomenon.  With the exception of a few bands that have released new material through the platform, I haven’t seen anyone develop a viable approach.  Today however, in true Chatroulette fashion, I stumbled upon a clever parody of the site.

Initially I was looking for some creative inspiration related to the number nine because this year is the ninth anniversary of an event my friends organize each year.  I decided to search Bing and check out the logo for Magic Hat #9 beer.  The first link was the Magic Hat corporate site, but when I clicked through I found MagiChatroulette.

For a second I thought this was actually their new Web site (similar to the way Modernista decided to ditch their traditional home page in favor a “siteless site”), but when I looked at the URL (http://www.magichat.net/fool/) I soon realized this was an April Fools’ Day stunt.

It’s easy to find links to the “real” Magic Hat site, but if you stick around for a few minutes there are some fairly entertaining videos in the chat window (these are taped, not live).  My favorite is the Magic Hat employee singing along to the Fresh Prince of Bel Air theme song.

The Google/Topeka April Fools’ Day campaign is getting a lot of attention, but have you found any others?  Do you think these campaigns are worth the investment from a marketing perspective?

Are you the type of person that gets excited when you’re handed a swag bag at a conference?  Unless you’re an Oscar nominee or a guest at the VMA’s, these bags are usually filled with collateral from paid sponsors and sometimes a t-shirt if you’re lucky.  The bags are a great way for conferences to sell extra sponsorships, and they provide a convenient place for attendees to stash literature and chotchkies if there’s a trade show component.

For vendors and exhibitors, it can be difficult to create something that breaks through the clutter and stands out in this environment. However, that’s just what Chitika did when they attached a real dollar bill to the piece they included in the WordCamp Boston bag.

Chitika is a search-targeted advertising network (similar to AdSense) that Web publishers use to monetize their content.  WordCamp provided the perfect audience for Chitika since the conference is all about the Wordpress publishing platform.  The piece they inserted is called “4 Experts’ Secrets to Extrodinary Earnings – The AdSense & Chitika Ad Placement Guide.”

It’s easy to slap a dollar on a brochure, but more importantly this was strategically on point given the message under the bill which read “Not Bad for a Page View!”  To me this exemplifies the “Creativity. Only smarter.” mantra we use at GY&K.

What’s the most unique piece you’ve received at a conference or trade show?

Recently, internet users all over the globe have been fascinated by the Web’s latest hit, Chatroulette.

Like a mix of StumbleUpon, Skype, and YouTube, Chatroulette randomly pairs you with another video chatter from anywhere on the planet. Spend five minutes on Chatroulette and you will come across all types of people- men, women, children, singles, groups of friends on one screen, public figures, and some of the strangest characters the Internet has to offer. Once users have been paired, either side can click “Next” to spin the imaginary roulette wheel and instantly be partnered face to face with someone new.

Naturally this new phenomenon has many marketers and brands wondering how they can take advantage of the platform. Here are a few considerations:

1) An important aspect of advertising and sponsorship is associating your name with a positive experience. Often marketers will link their names to hit shows, music, events and personalities. Chatroulette does not fall in any of these buckets. While many people enjoy the experience of using the site, some are disgusted by the high level of weirdness, nudity, and insults on the site. Realize that you will be right there alongside some very questionable and inappropriate material if you chose to participate. It may not be an experience that you want associated with your brand.

2) Some may be tempted to stream TV style ads on repeat, but this may not be worth the time or effort. Unlike TV, there is no way to target specific demographics. Chatroulette is completely random in assignments and users come from all over the globe, making geography another challenge. In addition, streaming content would not capitalize on the “chat” aspect of Chatroulette. Users expect to connect and interact with people, therefore anything other than that would be considered interruption advertising.

3) Product placement is another way brands and marketers may think they can benefit from Chatroulette, but again this is not the best platform for that type of marketing. By design, you can only reach one person at a time on Chatroulette. Sites such as UStream.tv allow for large audiences to tune into one channel, which would be a much better location for a celebrity endorsement or product placement. On Chatroulette, you are just as likely to come across Joe Schmo as you are Joe Montana. There are many rumors of celebrities on Chatroulette, but this POST by Vayner Media shows that most are fakes.

Many enhancements could be made to Chatroulette and the platform will certainly evolve. However, until it is possible to narrow down the audience you will chat with, it is not a great choice for most brands. The only viable player at this stage may be a large, multinational brand interested in casting a very wide net. In this case they could run a contest or tie their activity on Chatroulette to another platform to extend the experience. Even this would be very difficult to control, so in my mind Chatroulette is currently a tool best reserved for personal use.

Do you have any ideas on how Chatroulette could be used by marketers?

Tim Allan is an intern with GY&K.  He is currently a full-time student at Plymouth State University, graduating this spring with a major in Business Administration.

From Google Earth and Gmail to GOOG-411 and Nexus One it is clear that its wide range of products and service offerings have molded Google into one of the most dominant companies on the Web.  As if Google wasn’t already a huge threat, it developed Google Buzz.  As you’ve probably heard, or experienced, Google’s new development aims to combine the best features of different social networking sites like Facebook, Twitter, Flickr, Picasa and YouTube, sending many of those sites scrambling to re-examine their features to make sure Google Buzz does not become a monopoly in the social media space next.

So, what supposedly makes Google Buzz more appealing than Facebook, Twitter and other social networking sites? Well, according to an article in Channelweb, the top reasons are that Google Buzz:

1. Integrates with Gmail
2. Drowns out the noise
3. Cuts out the hunting and pecking
4. Works well with cell phones

Ok, so do you want to know what this really means?  To start, Gmail users will now have access to all of their status updates, photos, new comments and other content mixed in with their email.  Cool?  Not so much.  Do we social networking fanatics really want ALL of our updates mixed in with email?  I think this will make emailing and social networking more of a hassle.

Google claims Buzz will “drown out the noise,” by using algorithms and history to sift through unwanted status updates or photo uploads based on a user’s previous activity.  Yes, I do not want to know what Friend A is doing every second of the day, but that doesn’t mean that I never want to know what he’s up to.  Google Buzz also has an “auto-follow” feature where all of your previous Gmail contacts can automatically connect with you.  Imagine all of the people that you email:  your parents, grandparents, aunts, uncles, coworkers and children.  Is this option really preferable?  Well, if you are a fan of Google Buzz so far, AND if you are an Apple or Android user—don’t worry.  Google has developed mobile applications for the iPhone and Google Android.  Google is also developing an enterprise plan for Buzz.

Yes, Google Buzz compiles email and social networking content all into one program, but should this really make Facebook and Twitter that worried?  I would rather keep social networking separate from emailing.  It is quite clear that Google can do it all, but is Buzz really going to attract current Facebook and Twitter users?

Jenaleigh Landers is an intern with Griffin York & Krause.  She is currently a full-time Business Major at Saint Anselm College.