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Liquid develops Super Bowl spot

February 10th, 2010

Watching the Super Bowl this year was a big deal for us at Liquid. We developed a 30-second TV spot for UGC Media, LLC – creators of TalentDiscovery.com that was featured on Super Bowl Sunday during the pre-game special on CBS.

The video wasn’t like your typical Super Bowl ad, or even like the standard commercial for that matter – it didn’t have any voices or funny themes but rather used a combination of sound and motion graphics to grab the viewers attention and convey their message. Steve Stith, CEO of UGC Media, LLC said, “Running our ad during the Super Bowl Kick-Off time slot not only gave us a bump in traffic – it also gave every person that contributed to the launch of TalentDiscovery.com a big bump in personal pride.” You can view the TV ad below.

Their unique Web site provides a way for talented individuals across the nation to be discovered by top entertainment business agents that can help them realize their talent potential but more importantly, their dreams. There are over 20 different categories that the users can submit their videos for judging to the site. The site is designed to have full scalability and accept a countless amount of video uploads.

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Expectations of Big Holiday Ads Are Anything But

January 7th, 2010

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During the Holiday season we can expect many companies to put forth their best attempts at marketing all year. They try to evoke a variety of emotions, from silly and comedic ads to marketing that aims at tugging on the heart strings and everything in between.  This year, a lot of focus was on the difficulty of getting through these hard economic times, and for good reason. After last year’s dismal Holiday season and most peoples aversion to spending a lot of money, companies are spending big bucks on advertising that will pull the crowds they need. As you’d expect, Walmart and Target top the list in a survey for the best Holiday ads. This year, Walmart reclaimed the number one spot from Target, who had held that position for the past 3 years.

Personally, I was not particularly blown away by any of the commercials I’ve seen thus far. I feel that a lot of companies played it safe. With times being as tough as they are, its easy to upset customers or tarnish brand loyalty.  However by avoiding any topics that might upset customers, many commercials were forgettable.  To me this was unfortunate, because watching a truly heart felt Christmas commercial makes me nostalgic about how excited I used to get as a kid.

Although nothing really stood out amongst the holiday hype, it apparently didn’t matter. Many of the bigger retail chains were able to make sales based on brand loyalty. So even though  creative and over-the-top holiday marketing is expected this time of year, it’s not what ultimately kept stores from finishing strong in 2009.

Regardless of this years lack luster ads, I’ve decided to post a couple that I thought were fun (Not all of them are from this year because I had such a hard time finding the few that I thought were good):

Waiting for Santa

Confession of a Bad Girl

Happy Thanksgiving

Holiday Horror

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Black Friday Fun

November 23rd, 2009

So less than a week to Black Friday, YAY! I’ve taken part in this madness a few times over the last 10 years and only woke up really early (or just didn’t go to bed) about three times – once just to go with a few people to hang out and twice to actually buy some things with family. Once + twice = thrice right?

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This is prime people watching time, all types of people come out of the wood works and it’s great. I remember working in retail during this time of year and would eat it up but I would also get so pissed at the deal crazed shoppers coming in and messing up the store on that day and over the entire weekend. There was one year when I was working at Target and I actually saw a mom smack her kid across the face because she was crying and that obviously made things worse. Maybe she was crying because her you woke her up and the butt crack of dawn to go shopping. Oh the joys Black Friday brings to everyone.

Anywho, on to the advertising/marketing side of things. I love this year how Kohl’s deals were “leaked” and next thing you know other companies followed or were just beaten to the punch. Oh darn, someone accidentally pushed the publish button and their deals were accidentally sent out to be public facing. Many companies, big and small are extending their hours more so than usual to maximize their sales as much as possible. Some are actual even doing midnight madness types of promotions which could end up working but they are making their employees get upset because of the different and longer shits. At least they still have jobs, it’s not like they are being asked to work the whole day without a break. I’m sure there are some people out there who would work those hours rather than being unemployed.

I hope these companies and/or their agencies have done their home work and planned accordingly so they are successful. There definitely is the chance to get noticed because of the strategy used and achieve better sales than the competition.

I will enjoy sleeping in and spending time with my family at home, wondering why our Detroit Lions lost again and continue to be so horrible – not in crazy long lines or overcrowded stores.

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Super Bowl XLIV

September 18th, 2009

So football season is finally here. I’m very excited that Brett Favre has given us another year of gracing us with his presence and that my Detroit Lions have a chance to actually win a game this year. They’re not off to a good start but at least they have a pretty cool new logo and uniforms.

This is also the time of the year where discussions heat up about advertising during the Super Bowl. Ad spending is always at the top of the list when it comes to the Super Bowl, well at least for us marketers. Over the past four years the price of a 30 second spot has steadily increased –  $2.5 million in 2006, $2.6 million in 2007, $2.7 million in 2008 and $3 million for last year’s game. It is projected that this trend will not continue for Super Bowl XLIV. Despite the economic situation, an article on Ad Age says that CBS is reporting they are 70% sold out compared to 80% from last year at this time. I think that is pretty darn good considering the continued effects of the recession and how weird the market has been acting. It is also said that CBS is pushing pre-game broadcasts, more than likely to help offset some the unsold inventory and reduced prices.

I wonder who will be deemed the winner this time around and who will make waves in the news, a company trying to re-establish itself like General Motors or someone new coming from out in left field. Either way I hope the companies do their homework and give us nothing but awesomeness.

As Adam Sandler said repeatedly in an SNL game show skit called ‘Stand-Up & Win’ back in the day…Who are the ad wizards who came up with this one?”

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Scion’s Marketing Backfires

July 6th, 2009

Scion

A Scion Marketing team was in Denver over the weekend with an original marketing idea. As opposed to the traditional way of car shopping by visiting dealerships, Scion brought their fleet of cars to the streets of downtown Denver.  The Scion Street Team set up camps at various locations allowing people to test drive their cars around the block. In order to lure more pedestrians to drive their cars, they offered gift certificates to the various store fronts that allowed them to set up camp out front of their locations. These locations included: City, O’ City, Tokyo Joe’s and Wax Trax.

Although this may seem like a unique concept, many of the people taking part in this event had no interest what so ever in any of the Scion vehicles. People were asked to test drive one of their cars and then fill out a survey on their perception of the Scion’s xD, xB, and tC, in exchange for a free gift certificate. People hastily filled out the surveys, not taking them seriously, just to get their “free money”. In other words, the businesses that participated seemed to be reaping the benefits of Scion’s advertising attempt.

Many of the street team members were fairly in tune with the fact the people had no real interest in their cars. So they allowed people to skip the test drive, incompletely fill out the survey and get them on their merry way. Scion also hired professional drivers to accompany the few people that actually took advantage of the test drive, who seemed especially unenthusiastic “baby sitting” these drivers.

To me, Scion’s plan completely failed. I believe I would be hard pressed to find anyone who felt differently about the cars after having driven them. City, O’ City, Tokyo Joe’s and Wax Trax definitely experienced a surplus of business from the over-the-top marketing campaign. It seemed all parties that participated in this event benefited, except for Scion.

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Image vs. Experience

Featured Post Image, Carnival Cruise Ship

“The experience as a whole was amazing, but there were some things that stuck out in my mind probably because I work in advertising and marketing. They have to do with their brand image and how it doesn’t completely match up to the expected customer experience.”

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