Social Media Explained

Take a Drag, Get Elected?

As marketers, we are always looking for ways to unlevel the playing field for the benefit of our clients – how can we break the rules for our client’s benefit?

This ad Herman Cain's campaign last fall breaks all the rules, but does it do so in a way that benefits Cain?

The ad features campaign manager Mark Block taking a deep drag on a cigarette while Cain flashes a slow motion, almost demonic grin. Is Cain endorsing smoking? Is he trying to reach out to a new demographic?

Smoking has become taboo in any type of advertising, certainly in political advertising. What does Cain seek to accomplish by breaking this rule?

Perhaps it was just for the publicity. The ad has had over 1 million clicks on Cain's website since its debut last week. It's also aired repeatedly on cable news shows. For a low cost production, Cain has earned millions of dollars worth of notice.

So, the ad has been a success going viral and earning millions of dollars of no-cost media attention – but will raise his standings and help him get elected? Is this the right way to break the rules?

The Most Logical Canvas for Breast Cancer Awareness

Marketers are forever searching for a new medium to cut through the clutter and get their message heard. Faced with the challenge of creating awareness for Toronto’s Rethink Breast Cancer’s annual fundraising event, on budget of next to zero, C+B Toronto figured they'd use a fitting medium that’s relevant and attention getting: women's breasts.

Hiring women (who were actual breast cancer survivors) to hit the streets of Toronto (where toplessness is legal – note guys – a reason to consider moving to Toronto) with headlines promoting the event painted on their chests, the campaign created buzz, attention, and was deemed hugely successful by Rethink Breast Cancer.

And, as always with these type of “buzz” efforts, a little luck is always helpful. Deal or No Deal comedian Howie Mandel happened by, had his picture taken, then Tweeted about it.
Regarding the fundraising event Mandel said “Well, now I’m aware of it. My wife was looking for a sale — and I found half off!”

The Best Use of Viral Video?

Viral video is a great social media tool, for evidence of that just look at the success 20th Century Fox had creating awareness for the movie “Rise of the Planet of the Apes“. Even the WSJ recognized the effectiveness of the approach. By the way, the “AK-47” video has gotten 13 million – 13 million! – views