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Opinion
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
How reliable are radio ratings?
In this guest posting, Jason ‘Jabba’ Davis wonders how accurate radio ratings can be, since the data is collated from handwritten diaries.
So, the radio ratings season gets underway tomorrow. After a well-earned break, Australia’s commercial radio stations will renew their obsession with figures to see how many of us are listening. Are they winning or losing the ratings war?
The much feared radio survey is the only way to measure the success or failure of a station’s playlist, talent, promotions or even good old Black Thunder crosses. With six-figure salaries riding on the make-or-break nature of ratings, just how accurate are Australia’s radio survey results?
One-eyed Willy’s rich stuff: brands as movie heroes
I have just spent an entire day on a plane. I can’t sleep on flights, even after heavy sedation. So I watched seven films, back to back. Most of the new ones were truly awful and I couldn’t finish them. So I watched an old favourite, The Goonies. I have probably watched this film more than 200 times since I was a kid. But this time, with work in the back of my mind, one thing stuck out – how much brands were the stars of the film.The gospel of participation is making brands forget about mass reach
In this guest post, Simon Lawson argues that brands are becoming obsessed with getting consumers to participate, rather than remembering to deliver mass exposure.I don’t know if you’ve noticed, but a lot of brands are wasting significant amounts of time and money on ineffective marketing. Large sums are being put behind tactics which end up being too small to have much chance of influencing total brand preference.
Iris hits up hip-hop star Snob Scrilla in Toyota social media pitch
The final campaign in Toyota’s five-way live social media pitch has been unveiled, with Iris launching a clip on YouTube featuring hip hop artist Snob Scrilla making sound effects, or “Bootboxing”, using the Yaris.
More details of the agency’s overall campaign strategy are expected to be revealed next week. The YouTube clip features four people, including Snob Scrilla, using the various parts of the Yaris, such as its motor, the sound of the indicator, its windows and doors opening and closing, to create a beat, similar to the sound made when beatboxing.
The clip has so far received over 2,000 hits on YouTube.
It is the last entry to Toyota’s social media experiment, which has seen the car company give five agencies $15,000 to create a campaign as part of a live pitch process.
The agencies are Iris, Saatchi & Saatchi, One Green Bean, Hothouse, and a joint effrots from The Population and Oddfellows.
November 13th, 2009 at 1:28 pm
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Comments
13 Nov 09
1:38 pm
Like it, something that is genuinely interesting.
13 Nov 09
2:30 pm
I rate this. Nice work!
13 Nov 09
2:49 pm
I like it but is it really social media? This is just a TVC that has been put on youtube. The other ideas seemed to have much more interaction with the brand. I’m not a marketer but this is just my layman’s opinion.
13 Nov 09
3:58 pm
Um….OK I think has someone has taken some liberties with the term ‘hip hop star’….
13 Nov 09
4:16 pm
Agree with DD. It’s a TVC on Youtube.
13 Nov 09
4:39 pm
where’s the engagement here? non existent. Granted, it’s better than the Clever filming comp, which is so un original it’s embarassing. The werewolf idea at least drives consumer participation. The 2000 views are probably from all the Iris staff and their mates
13 Nov 09
11:10 pm
I thought this was OK, but lacked any “real” wow factor, I expected more, especially with the use of Snoob – I also wonder whether there was enough leverage of the use of such a high profile artist right now, was it obvious that a personality was endorsing this brand.
Overall, I’m still wondering what it was all about, other than a slightly repetitive slamming of doors – so perhaps its about build quality – thats it – quality build quality endorsed by a quality artist.
i think
16 Nov 09
2:36 pm
Well done … in that this “work” now sets the bar even lower.
Truly, what’s the point of this? That the car has doors that open and close? That the electric windows go up and down, the indicators work, and that when you press the accelerator then engine revs?
16 Nov 09
4:25 pm
@Lou I sprayed my screen with coffee in laughter whilst reading your comment.
I’m really hoping this is a start and they then do something with the beat that was made from it within the social media space. Cause I’m praying this aint the only and final chapter- if so it’s half arsed at best.
17 Nov 09
9:48 am
Im sorry but all of the Yaris ideas are terrible. None of them are targeted, none have mass reach and they definately dont create a conversation.
Why didnt anyone target potential small car buyers than simply let them come and drive the cars on a test day, remember the mini rally thing.
Surely they could have worked social media in to that and created something which actually was interesting and SOLD CARS!
18 Nov 09
4:24 pm
i actually reckon this is the most creative of the lot. its simplicity works and i can see it going viral. the other ideas are too obvious
18 Nov 09
4:38 pm
Its different I agree but I would have thought the Yaris is mainly a female target, this feels definately skewed towards guys. And in the end I still cannot see how it would help the Yaris in any way. I know this is a social media experiement/pith thing but seriously how do any of them help the Yaris surely that had to be in the brief.
Best thing of the whole campaign was is Satchi spending 15K on a piss up lol
26 Nov 09
5:39 pm
Interesting idea? yes.
Good execution? Avg.
Relevant? Not so much.
Really using Social? Viral YTvid is weak/ a stretch isn’t it?
Where are all the fucking awesome social media gurus when ya need ‘em?
27 Nov 09
1:04 pm
I like it, and yea maybe it’s risky, but at least it’s original. And I think it’s got legs.
27 Nov 09
1:09 pm
Strongest idea by far. I don’t know much about cars but I’ve seen Yaris involved in the music scene so so I think it’s a clever way of continuing this in an online environment.
As a music-lover, this is something I’d actually forward.
27 Nov 09
1:10 pm
At least this idea isn’t scamming hits with prizes, the people watching it must actually WANT to watch it.
Good work guys, at least you’re being sincere about the whole thing.
27 Nov 09
1:15 pm
I like this. It’s the only one with an idea in it that could catch on. They’ve effectively created a new form of ‘music’. Probably stretching it a bit far but you could really see this kicking off on line given the right exposure. In the same way that mashups like SnatchWars and Downfall give people a fun ‘tool’ to play with and add their own thing to – I can see Bootboxing becoming one of those. No reason why not, it’s fun and anyone can do it. That’s quite clever from the agency responsible – starting a social tend as it were that people can own themselves and continue the conversation is using social media to the max. Has the potential to be fantastic – don’t think any of the others do.
27 Nov 09
1:19 pm
Totally agree with you Steve, someone’s already given it ago check out http://www.youtube.com/watch?v=Oy40sQn7YE8. I think this ones funnier than the original!!
27 Nov 09
1:22 pm
Heard Snob Scrilla on the Arias last night. Makes the connection with Yaris all hte more relevant if Toyota want to continue their association with music and connect with the kids. You can’t tell kids that the yaris is cool you have to involve them in it so props to the agency for making the most of this music connection
27 Nov 09
1:30 pm
It’s a good advertising idea, like it. Yeah it’s kinda been done, but hey.
Sort of reminds me of this little bit of D&B genius from Mistabishi too
http://www.youtube.com/watch?v.....re=related
27 Nov 09
1:38 pm
surely it depends on what the agencies were briefed on. launch a cool idea online? launch something to get interest and high forward rates? actually start a conversation? if anyone knows then we might get a relevant debate going. lego men on an adventure is pretty pointless for me, i think of the lot this bootbox idea at least has a new concept that can grab attention and run and run.
27 Nov 09
2:28 pm
This idea out of all of them has the biggest potential to go viral which surely is one of the main points for any social media campaign. I know my little brother (22yrs) who is probably the target market for this was pretty impressed with it and he and his mates have been trying to replicate Snob. If that isn’t particpation I don’t know what is.
27 Nov 09
4:02 pm
Hate hip hop – love music
LOVE this idea
30 Nov 09
10:10 am
I love this. Its something different and reckon you could create a whole series of different clips using this concept.
30 Nov 09
10:10 am
Didn’t know Yaris had it in them to be cool!
30 Nov 09
10:20 am
Didn’t you, Gary J? Do you think they’re cool enough to help you with gender confusion too? I see that you and Lucia share a common IP address.
And now that I take a look, so do most of the positive comments that have been posted over the previous week or two. including Byron, Arob, POQ77,Steve, Rich, Kelly and JLM.
That’s crappy enough, but what’s even more cynical is the way you’ve claimed to be “DD” and “Phil” who commented earlier to try to give the impression those critical people had changed their minds.
of course, you could argue that this is lots of enthusiastic people working within the same company with the same IP address and it’s all a coincidence. That wouldn’t really explain why most of the postings have submitted an identical (presumably fake) email address though, would it?
Still, thanks for your comments.
Cheers,
Tim – Mumbrella
30 Nov 09
10:39 am
Im sorry there are too many purely positive comments here…. Do we think the agency may be adding in a few here?
Sorry this still does not work for me, I have no idea what the brief is but I cant see any of these even slightly pushing a consumer towards a vehicle and if the brief was to just do something cool than shame on the agencies for not challenging that.
Oh and a few thousand views is not a success….
30 Nov 09
10:44 am
Hi Phil,
About the moment you were posting that question, I think I was answering it in the comment above.
Cheers,
Tim – Mumbrella
30 Nov 09
10:49 am
lol good work Tim, im sorry guys but you cant even stack the story with positive comments without getting caught. Dont do digital unless you do digital…..
Oh and did anyone go to Saatchi & Saatchi’s $15K party
30 Nov 09
11:02 am
A clever campaign goes viral through its own merits – trying to tailor something to go viral inevitably seems to fail.
When they then go about fluffing the piece they’re compounding their failure with douche, and that’s a cocktail I’d rather avoid.
30 Nov 09
11:03 am
ahhh roflmao.
(sorry i have no intelligent comment to add!)
30 Nov 09
11:05 am
hilarious. nice pickup tim/phil.
If they read your site frequently they’d know that you’ve named and shamed others, like Tounge.
It’s sad but funny.
30 Nov 09
11:07 am
Another way to spot astroturfers is the arfully deliberate typos and poor spelling/grammar. Apparently ‘real’ people don’t know the difference between its and it’s, etc.
30 Nov 09
11:18 am
The idea was done better – in my opinion – with more humour and with less wank by Vinnie for the Smiths campaign.
http://www.youtube.com/watch?v=gVi8-AdU_IQ
30 Nov 09
11:49 am
Yep, and that right there is why I love Mumbrella. Keeping us ad folks honest since 2008.
30 Nov 09
11:51 am
@ Josh Mehlman. Or they’re just Art Directors… haha.
30 Nov 09
12:35 pm
Pssst …. Sarah. Didn’t Mumbrell launch in January 2009 – well that was my first email from Tim. Or is it a clever test to see how honest Tim wants to keep us ad folks?
30 Nov 09
1:03 pm
Hi John,
Our first posting on the website was on December 9 last year – we didn’t start up the email til early next year…
Cheers,
Tim – Mumbrella
30 Nov 09
1:12 pm
Thanks Tim. Full disclosure at it’s best! Sarah … props to you!
30 Nov 09
4:34 pm
Any agency people that use the word ‘hits’ should never be allowed to work on anything digital. Oh and also those that don’t understand the concept of IP tracking. Come on people, how hard is it to go to a couple of internet cafes and use your phones?
The eye of the tiger ‘remix’ was also pretty crap. Anyone thinking this will create a new ‘social trend’ is dreaming. Don’t mean to be harsh but it’s a pretty weak concept and the ‘celebrity’ factor used here is only appealing to a rather small segment and can’t see too many snob scrilla fans cruisin in their yaris’
30 Nov 09
6:53 pm
While we’re tearing this campaign apart, I’ll say that I’m a pretty massive hip hop fan I personally think the ‘music’ they’ve created is…. um…. lame?