Opinion
- What's in a name?
  
  In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
  
  Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
  
  The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
- Best ads from Super Bowl 2012
  
  The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
- 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 marketing
  
  Email 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?

Wrigley’s spearheads new gum launch with social media campaign

Wrigley’s has today launched an ambitious social media campaign masterminded by Clemenger BBDO Sydney to promote its new range of gum, Five.

As well as paid HD TVC ads on YouTube, a separate YouTube channel, the “continuously evolving sensorial experiment” includes a 5Feed home page, Twitter feed, Facebook page, and Flickr feed. The aim of the campaign is to encourage consumers to remix content, a spokesman for Wrigley’s told Mumbrella.

The sugarfree gum was launched into stores over the last few days. It comes in three variants – pulse, electro and cobalt.

The site features the work of artists, musicians and designers and invited consumers to create mashups or submit their own efforts.

Clemenbger BBDO is behind the social media elements of the campaign, while the TVCs have been adapted from international work:

July 13th, 2009 at 12:35 pm

Comments

Tiphereth Gloria
13 Jul 09
12:41 pm

Looks like a well thought out campaign. Will be interesting to see how people respond in their chosen social channel. BTW link to the 5gum site is not working (seems to have double URL in it)

Alice Terlikowski
13 Jul 09
12:57 pm

Thanks for pointing that out.

The link should be working now.

Cheers,

Alice – Mumbrella

James Duthie
13 Jul 09
1:05 pm

Strategy and concept seem to be solid (stimulate your senses), but it doesn’t seem to me as if there’s any incentive to participate (or remix). Can’t remember a lot of other local social campaigns without an incentive or prize of some sort. Will be interesting to see the traction generated in the absence of motivated participation.

Jen Bishop
13 Jul 09
1:51 pm

Slightly off topic, am I the only person who thinks the packaging for this gum makes it look like condoms?

Sully
13 Jul 09
1:53 pm

I applaud the different approach in both campaign and packaging – hopefully supported in the product which promises a lot.
It will be interesting to see if the urban cool of the campaign matches the target chewer.

mumbrella
13 Jul 09
1:53 pm

No! You’re not, Jen. I saw the boxes in my newsagent last week and had the very same thought…

Cheers,

Tim – Mumbrella

km
13 Jul 09
1:53 pm

No. You’re not. I’m so glad you said that. Thought I was the only one.

Sully
13 Jul 09
1:54 pm

Condoms or cigarettes?

Cecelia Haddad
13 Jul 09
1:54 pm

Agree with Jen, definitely looks like a condom pack. Let’s hope they don’t get them mixed up.

Now I'm Confused
13 Jul 09
2:00 pm

No bloody wonder I can’t get if off my d**k. If she gets up the duff, I’m suing.

mumbrella
13 Jul 09
2:17 pm

I suspect, by the way, that I’ve not done the thinking and strategy behind the campaign full justice in the way it’s written up.

It was one of those cases where the gap between spotting the campaign online and needing to get the story up was short, and the PR lines were not

(I called Clems, who referred me to the marketing director, who referred me to their PR agency, who referred me to another PR agency who referred me to the brand manager who was too busy to talk for very long).

So if someone from Clems or Wrigley’s does want to explain a bit more about the user generated content side of things, then please do.

Cheers,

Tim

Duncan
13 Jul 09
2:52 pm

The ads were launched by AMV BBDO (London) and Energy BBDO (Chicago) back in 2007. See the story at The Inspiration Room: http://theinspirationroom.com/.....ur-senses/

jane
13 Jul 09
2:57 pm

love the suing comment. for some reason guys are the focus of the campaign. Girls love excitement too.

TONY RICHARDSON
13 Jul 09
3:49 pm

Very good television because it’s very single minded.

Ben Shepherd
13 Jul 09
3:53 pm

“The aim of the campaign is to encourage consumers to remix content.”

I might be a simpleton but wouldn’t the aim to be to sell more gum?

TONY RICHARDSON
13 Jul 09
4:16 pm

Oh Ben! That’s so last century.

Next you’ll be asking what return the digital component gave.

Jason Dunstone
13 Jul 09
8:11 pm

Very dynamic creative and solid consolidated digital media strategy. It will be interesting to watch consumer response. I do observe the campaign with some confusion as to the target audience, seemingly males, and how it will connect with them to truly engage them to ‘remix content’. Males are, in our experience, pretty lazy when it comes to empowering. Well built, but will they come?

Ash
14 Jul 09
12:47 am

Some of the content on there is quite good. Loved the photos of the packets in the air.

http://5gum.com.au/index.php/a.....rtist_id=8

Will be interested if people “remix” the content. Not sure there is much incentive.

Sad thing for me is the artists dont get much of a feature. Just their name and no link to their profile or more info.

I’m hoping they engage more than 5 artists but as it’s 5gum that might be it? Seems like a soft launch while we wait for all the other “cool” content to be uploaded?

dan
14 Jul 09
8:48 am

well done nic and crew and clems…’remixing’ is a well established trend in the USA, but good to see a brand bring it to australia and innovate around it using social media tools….good stuff guys

Simon
14 Jul 09
1:11 pm

“There are currently no remixes, download the artist’s assets from their page and be the first!”

I’m sure it will get moving – even without an incentive – but might be a good idea to get a little bit of seeding going on. Nothing worse than a site relying on content generation with nothing on it.

Rock Lobster
14 Jul 09
1:22 pm

The whole campaign seems to be a big remix of a bunch ideas currently being executed.
Even Cornetto had a remix competition over summer! So this concept just seems to be a bit dated. By ‘bit’, I mean very dated.
I just can’t see anyone remotely interested in music production, or remixing, spending their time on this, when there’s about 20 other much better remix competitions happening that’ll gain you either a) cred, or b) a great prize.
This has neither. And even Cornetto had a ‘remix machine’.

And with regards to content links, etc, check Becks Uberselktor. That was/is same idea, but better looking. And atleast they promote all Australian content. These links had me all over the world. Gotta support within own turf if they want that support back.

Right, my breath stinks from whinging too much. I’m off to get some mints.

Wayne
14 Jul 09
2:27 pm

Is that really what chewing gum consumers want?

Or is it the media/creative de jour?

Damian Guiney
14 Jul 09
3:27 pm

Hmmm… still no remixes. I’m in two minds about this one. On the one hand I think the barrier to entry is too high for so little incentive, and that will hinder involvement. Someone mentioned ‘lazy’ above, and I think there’s something to that.

On the other hand, the barrier should encourage people to explore and discover, and the end results will probably be better for it.

While not wishing the campaign anything but success (it looks awesome BTW), I just don’t think it has what it takes to truly ‘go off’.

Ben
14 Jul 09
6:26 pm

slick site, nice design. as a user i’m not sure what i’m supposed to do. have to assume they’ll be adding more content as there’s not much interesting for joe schmoe here.

Andrea
15 Jul 09
11:10 am

Love the campaign, hate the packaging.

Scott Drummond
15 Jul 09
2:06 pm

Without sounding too negative perhaps the problem here is that the demand for a new chewing gum is debatable, however fancy you dress it up, however ‘exxxtreme’ you make the TVCs, and however much you try to build a buzz around it.

There are already so many varieties of gum cluttering the front of cash registers around Australia and across the world. Clearly there’s money in the market but in terms of innovative thinking this campaign doesn’t really deliver for me.

What is the truth of this brand?

Be damned if I can work it out.

Laurel Papworth
15 Jul 09
4:38 pm

Take an ad that is two years old http://www.youtube.com/watch?v=PLp9gSpUQFM
and tell people to remix it.

The challenge is, this is not the type of ad that communities habitually mashup. It is an ad that wins industry awards (it won some in 2007, no?) but not one that inspires user generated content.

The WhereTheHellIsMatt.com and Stride Gum has much more of the hooks for community created content – particularly being easily copyable, and not pushing the production values out of reach of normal folk. I liked the guy that danced in his undies in front of laundromats Easy to copy, easy to understand, easy to create/edit… not agency created artwork.

We’ll see – perhaps the content creators are ready for level of commitment but something tells me… no. And if it’s taking an ad that is two years old and simply rehashing it (no new shots, just remixing) give that to the interns in the agency, not creatives in communities. They ain’t buying.

Sorry, I’m with Duncan of the Inspiration Room but hey, good luck with it. Hope you prove me wrong Wrigleys

RD
15 Jul 09
8:23 pm

Laurel did you actually visit the website? It doesn’t look to me like they’re asking people to remix the tv ads, but the other pieces of work on the site.

On a slightly related note, interesting how this post has gotten so many comments, could it be from the ‘social media experts’ all needing to throw in their 2c (some without visiting the site by the looks) because social media was mentioned in the title?

Laurel Papworth
15 Jul 09
9:21 pm

yeah I went there – massively confusing site… Usability is a whole different issue. Wot gives with these sites that try look like 25 TV stations playing at once, eh?

Tom
16 Jul 09
12:59 pm

Oh dear. This campaign is going to flop harder than Trent Waterhouse onto an unconscious Stephen Price.