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Aug 27, 2009

Mentos Campaign Proves the Value of Consumer Generated Branding

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It’s becoming more commonplace to see campaigns that leverage the strength of the consumer’s viewpoint and deliver a spectacular product from a grassroots view. Mentos is among those that has succeeded in this realm.

Yonge-Dundas Square on August 13 was a scene of fun in the sun, with giant slides, gladiator challenges, and hilarious Sumo wrestling competitions. This was an adult fun park, conceived by Toronto resident, Danielle Lamarche, winner of the 2009 Mentos Campaign, “Make your World Go Rounder“.

Cossette was the agency responsible for this campaign. The premise: Make Your World Go Rounder was meant to be light-hearted and fun, and make Canadians smile by reminding them about life’s simple pleasures. According to Alison Neil of Cossette, “In the competitive and cluttered gum market we wanted to bring attention to a product feature of Mentos Gum, their roundness (the only round gum on the market), hence “make your world go rounder… we certainly consider this campaign to be non-traditional. We decided to develop an experiential/User Generated Content campaign to engage consumers, develop a dialogue with them and enhance their brand experience.”

Danielle Lamarche, who received a cash prize of $5000 summed up the day this way: “The event was extremely well received. An unbelievable amount of people came to the fun park. It was so well set up and had blow up games that even adults loved to participate in. It was steady all day and fairly long lines actually began to form after 6pm.”

Lamarche’s winning response : “Put up an Adult Fun Park in Dundas Square with blow up slides and more. We all want to be kids again!” Says Lamarche, “I really wanted to give a suggestion that would be something adults could do to let loose. I knew that it also had to the affordable and executable. It also needed to be an idea that could be Mentos Gum branded. I always watch out of the corner of my eye when kids play on the blow up toys these days and wish I was still able to do it as well. I’m sure many other adults feel that way so why not give them a chance to do it for a day?”

What does she think of the Mentos brand now? She sees a brand that tries to encourage positive thinking. “A lot of the responses that I saw were about giving to others, donations to charity, and making a mass audience happy. … People want to be happy and want to see the world become a better place. We’ve come to a time now where people are becoming much more aware of what is going on in the world and I think it’s important for brands to be aware and responsive to it.”

The campaign focus was the website: (www.makeyourworldgorounder.ca and http://www.pourquevotremondetourneplusrond.ca) but was heavily supported by out of home, transit, radio and web advertising. The latter also included social media accounts on Facebook, Twitter, YouTube and Flickr to support the contest, communicate the new line of products, begin developing brand loyalty, and help with Mentos Gum SEO.

The response to the contest was overwhelming. Close to 20,000 idea submissions in Canada were received.
According to Neill, “We feel that we’ve accomplished our goals of increasing brand awareness and communicating that Mentos Gum is a great, fun product that is close to consumers.”

In using consumer generated content to help fuel conversation, Neill agrees that UGC (User-generated content) works. Says Neill, especially ” when you listen to your consumers, participate in the dialogue and give back to them. We are big believers in experiential marketing at Cossette.”

Filed Under: online, online marketing, Social Networking, Uncategorized · Tagged: , , , ,
Aug 10, 2009

The Case of the Missing Wallet: How to Use Social Media to Save the Day

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I thought this was a really important article to repost on my blog and I’ve kindly asked the author, Kyra Savolainen to grant me permission to do so. If you’re still wondering about the power of social media, look no further. This one says it all. Thanks Kyra

Social Media win starts with a walk in the park

In late August, one of my most innovative clients successfully turned to social media to execute a manhunt. The man they sought was Steven Neil Crawford.

After lunching in Toronto’s Brant St Park, I returned to work holding a wallet with Steven’s name all over it.  A call to notify Toronto Police that the wallet had been found proved frustrating. So, I fired up my personal social networks in the hopes that at least one of my friends would be able to connect me with Steven. After a round of Google searches and call outs on Facebook and Twitter, a mutual acquaintance had yet to be found.

Meanwhile, Steven, a young post-production assistant at a local animation studio, was busy cancelling cards and wondering if his identity would turn up on some no-fly list in a year. He knew he had lost his wallet sometime during an exciting night out with friends, but didn’t know where. It looked like Steven might just have to pass the long weekend without his identification and other cards. (No lost wallet report was filed with Police.)

Social savvy Client to the rescue

Realizing that my own social reach wasn’t broad enough, I eyed the brand’s social media channels with hope. What better way to help establish this self-proclaimed ‘edgy and bold’ brand in the social space and prove the value of its motto based on non-conformist thought than to find Steven through its community of friends and fans online and reunite him with his property before the long weekend.

With one Tweet, the real social media rescue mission began.

“Hey Toronto, one of you lost your wallet (and I found it).  Anybody know Steven Neil Crawford?”

The brand’s friends echoed the call. Even @PepsiCanada threw in its support.

Success by numbers

The same message was posted to the official Facebook Fan Page. Results came fast, once the brand took up the cause of finding Steven. Within a day, a fan named Maria saw the call for help on Facebook and dug up a profile. It was a winner. (The requested reward? Gift cards from the brand.)

After contacting Steven and adding him as a friend on Facebook in order to verify his identity, I sat down with the eloquent youth in the same park where the wallet had been found. We chatted over a Client-sponsored lunch, touching on the lost/found/social media connection coincidence before barrelling off into more expansive, timely topics – it had been a full two days, afterall. (Aside: Who says there’s no such thing as a ‘free lunch’ or that social media is merely ephemeral hype? I pity the foo.)

In a matter of only 2 days, my client’s commitment to connecting with Canadians at the personal level clearly demonstrated the value of social media for brands and the public at large.  With just 220 Fans on Facebook and a Twitter following of less than 500 at the time of the event, Client X managed to demonstrate the true, simple value of social media to brands and the public at large.  We were personable, we were adventurous, we were helpful, and above all, we were social. And it worked. (And when I say ‘worked,’ what I really mean is ‘eat my dust, yammering display media.’)


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Jul 12, 2009

Good-bye Midas. We’ll miss you! July 10, 2009

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Yesterday afternoon we said good-bye to my parent’s Golden Lab, Midas. Midas just turned 12 this past spring. He has always been a joy to both my parents the minute he entered their lives. My younger sister originally owned Midas and when she moved to the big city it made sense for this young pup to stay in a home that gave him plenty of room to run plus gave him a home with family he already came to love.

I remember when Midas first entered our lives. He was the cutest golden pup, with a button nose, incredible rambunctiousness and energy, and an eye for mischief. He was quite a handful and this continued to be his monniker over the years. He did go to obedience school for a time but the discipline was something that didn’t come quite easily to this little dog with a mind of his own. I watched “Me and Marley” early this year and it so reminded me of the times we had with Midas. I know my mom would say that I was hard on Midas, that he was not a bad dog. I didn’t know any better — I never had a dog and I expected that he would learn, as we had, the responsibilities of growing up in our family. That meant not barking so loud in the house … which he often did; or jumping up on the table and gobbling up as much available food that he could muster before his collar was yanked away….which happened a lot; and sleeping where dogs are supposed to sleep — on the floor or on their own bed not on my parents’ bed. The latter brought back memories of me passing by my parents’ bedroom late one night and finding Midas asleep beside my dad while my mom lay perpendicular at the foot of the bed. “Odd” I thought, “the dog and the master seemed to have reversed their roles”.

But the real story was that my parents’ so loved this dog that they treated him like gold. Midas was their “boy” and he was given the world. I often smirk when I think of their newly reupholstered living room sofa and love-seat, covered with sheets, newly sewn for Midas. This would be his bed for life. I felt like I was infringing on his territory when I proceeded to sit on one of the two pieces of furniture. When people came over they had to pull the sheets off — an odd site that seemed to unnaturally transform the room into a proper sitting area.

My parents said they disciplined Midas and they almost convinced us that he had changed….well, sort of. Jumping on the table with food on it was Classic Midas. He did it, oh so perfectly, when no one expected it. It didn’t help that my parents did not consistently tie him up. At times he was seated by the table when we all were eating. Despite one parent’s hand on the leash and the other on the utensil, this did not deter this ambitious dog, intent on making a serious food killing….and he succeeded every time. A stern yelling from my dad with a finger waving in front of his nose was not punishment enough. The next time was even more priceless as he successfully pounced after most of the table was cleared. It seemed more acceptable since most of us had already eaten. My mom was able to keep the kitchen clear of food access when they were away from home but once that food was exposed it was “dead meat”.

I know I was hard on Midas but I, in hindsight, found his antics amusing. He loved my kids, and my nieces and nephews. He loved to be pet; and in his later years he was content just to sit by my dad’s chair when he was at the computer. My mom used to say that Midas would be by the window when they left for work and would be at the window when they returned home, with his tail wagging in excitement. It was a joy for both my mom and dad to see him at the end of the day.

And that’s why it was so important for me to write this post. Midas played a strong role in our lives. He was always there for my parents (in my mom’s words) “through harsh times and good times”. He was a constant in their lives who brought extreme joy to both of them. In the last little while, Midas had started slowing down. His breathing was laboured; evening walks were more about walking than running; and going up the stairs was an arduous task. When we finally made the decision to let Midas go it was incredibly difficult for me and my kids. All the memories came rushing back as I couldn’t hold back the tears any longer. Seeing my dad, who has always been the strong pillar of the family, break down was extremely difficult to witness. We would never see Midas again at least on this earth.

In the last 24 hours the pain has abated somewhat as my family sat together to share memories and view photos of all of us. It was a great time, something we hadn’t done in a very long time. And I appreciated my parents more in that moment than I ever had. If anything, Midas has taught me so much about unconditional love, loyalty and the simple pleasures of spending “time” with those you love. I told my kids to pray for Midas and my parents in their grief. As my son prayed tonight, he added the words, “Midas, when we are 100 years old, we will all be together again in heaven”. Midas, thank you for what you’ve brought to our lives. We will miss you so very much. Knowing what you’ve given to my family — my mom, dad and sister, in particular has given me a better perspective on life. Thank you and rest in peace! Love Hessie

Midas July 2009

Midas July 2009

Filed Under: Human Interest ·
Jun 30, 2009

Michael Jackson – Rest in Peace June 25th, 2009

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It’s been awhile since I’ve written a post. Twittering and work has kept this blog at bay. But recent incidents have really compelled me to put down my thoughts on the keyboard.

I was on Twitter at 5:40 when rampant news about Michael Jackson’s supposed death started circulating. It was a bit of a frenzy on twitter as the community continued to post news articles, which were conflicting. No one jnew what to believe. TMZ first came out with the story but most of us waited for CNN to come out with an official word. It took a while to get through all the postings to figure out what was true. I called my sister to check the news to verify the reports..it took some time ..anyway, when it was all said and done and all news sources confirmed the inevitable it came with an overwhelming shock to me. I didn’t know what to think. I spent the next few hours just glued to the TV and my laptop just watching all my favourite videos and pouring over the accolades and reminiscence. I finally broke down Friday night…don’t exactly know why but I guess the realization that MJ was gone really hit home.

Let me step back…..I have always been a huge MJ fan. My reclusive childhood meant that going out with friends was a luxury, so I spent lots of time in front of the tube watching videos….specifically MJ, replaying the dance moves and mimicking the choreography, particularly the backslide aka moonwalk. My sister was a much better dancer than I so she was the standard I could only aspire to.

I still remember the Victory Tour 1984, Detroit. My sister and I won tickets through the local radio station. When the day finally came we showed up — one glitter glove on each of our hands, black jeans, white T-shirts and the signature single glove earing —- with keen anticipation when Michael would descend from his helicopter. When he did come on stage, utter frenzy erupted.  Our dance moves did not really play out since most of the fans, including my sister, were constantly screaming at his very presence. His style, his presence, his music was sheer genius. It was one of the most spectacular shows I’ve ever seen. Since then my love for this artist has not waned.

The controversy that raged some years back did not change who he was to me. I agree he was a still a child at heart that, however naive, wanted to make people happy either through his music or his philanthropy. His influence touched millions: artists, generations, young, old. Even the famed viral Cebu Inmate videos, which drew millions of views for the Thriller rendition drew attention 2 days after Michael’s passing with another tribute video for Michael of “We are the World”.

Ultimately, the man who lived, in my mind, equalled, if not surpassed, the influence of Elvis Presley. He died young and the pressures he must’ve lived with as a celebrity, as a man trying to shed the cloud of scandal and constant negativity, must have been overwhelming.  Very few people could influence culture as he did; could corral millions into doing good and making a difference with his deeds. This video is what he has encompassed as a human being. “Heal the World” by Michael Jackson.

Filed Under: Human Interest, music, Uncategorized · Tagged: , , ,
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