Rap video — A1 Steak Sauce Online Commercial

February 7, 2010

Kudos to Wax and Herbal TV for winning the A1 Steak Sauce Contest.

Wax’s video “A1, You Make My Beef Sing!” is a great example of a top notch online commercial video. It’s so “right to message” that it could be run on TV with minimal editing.

  • The product stands out and is logically in every scene.
  • The music is catchy, the lyrics are easy to understand and tells the message of the brand.
  • A1 is a mature brand. The video can help it relate to the 18 – 24 age group. … but it’s not so hard core rap that it will alienate the 24+ demographic.
  • Wax speaks of using it (dunk it, cover it) on hamburgers, frankfurters, and steaks. (How many of us will now try it on a frankfurter?)

Excellent work. I will definitely think of this video the next time I see A1 in the store… (If this video popped up as a Super Bowl commercial, I can imagine kids singing it the next day.)

There’s a lot of talent out there!

Mark Altchiler

Twitter better for immediate search than Google

January 24, 2010

It’s Wednesday, January 13, 2009. We have a swim meet this weekend in Newburgh NY and we are told it’s postponed…

twitter better at immediate search than googletwitter is better than google at immediate search

We are told the pool is unavailable. That’s very believable especially the week after a vacation.  Our pool (HHHW) often has chlorine and chemical issues the week after a vacation. OK. That seems a likely scenario.

But — the rumors abound. One kid. The next kid. The next kid. Texting. Texting. Texting…

A stabbing? A murder? I had better check it out.

I hop onto Google and enter “Newburgh stabbing”.   Results are returned but the most recent news related to a stabbing is dated January 4, 2009.  (Click.) That’s 9 days earlier. Could the pool, or school facilities, be closed because of a stabbing over a week ago?

Better check Twitter.

I hit Twitter and search for “Newburgh stabbing”. Records are immediately returned. One the the links point to this short link http://bit.ly/7DK7zr . A stabbing had occurred that day. The local news site had posted an article about the stabbing 2 hours earlier.

Thanks Twitter!

The immediacy of Twitter was great.  We immediately knew the true story (assuming we believe the Mid Hudson News) that there was a stabbing.  The paper immediately tweet’d the news and it was available for us all.  How long would it have taken for it to be picked up on Google?  Would the AP have picked it up and then the AP picked up by Google?  How often does The Mid Hudon News get spidered by Google?

When I need information, my first search remains with Google. But, depending upon the results, I will always check with Twitter.

As far as my content, I will always post a link on Twitter.

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That leads me to think…

How long before Google purchases Twitter? It makes sense.

Brilliant infomercials YOU pay to see

January 15, 2010

Here are a couple of movies you may have seen in the theaters.  Each had significant input and infusion of funds from marketers. Did the movie work?  Did it work for the brand? It’s your call!

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easton sports product placement hockey mask

(image from paragonsports.com)

Easton Sports product placement was just a part of their hockey strategy.

In 1990 Easton Sport’s convinced Wayne Gretzky to try their sticks. He liked them and signed a $2 million endorsement deal.  That was big.  (Other big stars liked the product, switched to the Easton sticks, without being paid any endorsement compensation.)

In 1993, Easton Sports’ a famed integration into “The Mighty Ducks.” took place.   The movie included much of their equipment in a movie that was popular with today’s youth.  It was a fun story of a group of kid overcoming the odds and winning. It was a classic “Rocky Story”

The movie was fun and the product placement was not blatant.  It was a smart part of their marketing strategy. It worked well and Easton Sports has continued to increase market share throughout the years.

Mini Cooper product placement advertising Italian Job Movie(image from freewebs.com)

The Italian Job with Mark Wahlberg and Charlize Theron, was a “pretty good”, action packed, movie.  Great action and scenery for the big screen. There are many exciting driving scenes using Mini Coopers.

It worked! The movie was exciting. The Mini Coopers were perfect for many reasons; (a) they are common in Europe where the movie takes place, (b) they were small enough to fit into the back of a truck (fit the plot), and (c) they were sporty and drove well.

Great for the brand. The Mini Cooper came across as a great, reliable, exciting and sporty vehicle.   Kudos to all involved.

lacrosse movie crooked arrow lax

Crooked Arrows (or see imbd) is an independent film in production.  The film is staged in the passionate world of lacrosse.  The film also touches onto the Native American influence on the sport and history.

Reebok has made a large investment in the movie with the goal of giving their 9k brand of lacrosse equipment and apparel increased exposure.

We hope this will be an entertaining movie.

Equipment and apparel in a sports-related movie is typically a good fit for product placement.  It must be executed well with heroes, winners, and movie favorites wearing and using the products.  It shouldn’t be blatant. (Remember the Wayne’s World spoofs?)

This movie may also be good for the exposure of lacrosse.  Lacrosse is often regarded as a niche, but growing sport.  If this movie gets good play and reviews, it can increase the penetration of the sport.

Note: While I doubt US Lacrosse paid for anything in this film, the sport of lacrosse can be a big winner here.

Intro to eSavvy

January 10, 2010

Hello.  I’m Mark from Commack.

I have a technical, business development, and marketing background.  I was a C programmer doing work for such companies as American Express, Goldman Sachs, and Dynamic Microprocessor Associates (pcAnywhere).

I made a career change and had my own direct marketing company for a few years.

Since then, I have handled marketing and/or business development for projects such as CarFinance.com / Eloan, Chase Auto Finance’s Online Car Buying Services, DealerTrack,  Flix55.com (a user generated video site), CollegeCampusStore.com, ExclusiveInternships.com,  CargoTel (automotive logistics),  URSportsUSA.com (lacrosse and other sport stuff) , and Inviralment.com (crowdsourcing, user generated videos).

The intent of the blog @ eSavvy.Wordpress.com is to informally comment, review, and yap about online advertising and marketing.

Please take a look around and subscribe.

Thanks for visiting.  More to come… ;>)