The last 24 hours has been a Titanic disaster for the Toyota brand. Some say any publicity is good publicty but I say getting publically slammed (pun intended) in the media (The Age, Herald Sun, mX etc) cannot do much for one's branding.
In a Mumbrealla thread, Micha McDonald creator of the ad (below) defended the 'short film' saying it was not made for TV but I really don't think this is the point dude.
The fact is that the communication has Toyota branding on it. It has now been seen by over 20,000 people (as of today) on Youtube and hundreds of thousands more on news sites around the country / around the world. That's a lot of people pal. As Toyota is a family brand this is TOTALLY inappropriate. Social media is another platform just like a TV ad, magazines and billboards and there can be no case for going against brand values in any.
When it comes to social media execution, brands like with any other communictions channel have to abide by their branding style guide. This may have been a great execution for a nightclub but as a brand this turmoil is about as good for Toyota as "SRS airbags are to throw your head into."
Unfortunaetly for Micha, I think he would have been the one to be "on his back well before 11" this morning.
Showing posts with label branding. Show all posts
Showing posts with label branding. Show all posts
Monday, December 14, 2009
Wednesday, November 4, 2009
Is the Flip Flash Mob a successful marketing execution?
Now I love a flash mob. From a social perspective they're underground, they're thought provoking and they challenge social norms. And from a marketing perspective they're a communication medium that, if done correctly, can send your message to millions and millions of engaged consumers for a cost that would make a TVC producer cringe.
But if a brand is going to pay for a flash mob execution to be created, surely it is with the intention of brand exposure? You know, the reason why marketers are marketers. ie to get their brand in front of the right audience in order to sell more products. If so (and please correct me if I'm wrong or out of line here) then I don't understand why 'Flip' (which is a handy instrument for mobile videography that I have had first hand experience with) wouldn't capitalise on branding in the viral video below (thanks Mumbrella).
Am I the only one who thinks this is a wasted opportunity? Considering the hope is that this video will generate millions of views like the flash mobs underneath, it doesnt make sense to me that there is no branded pre roll or post roll to the video nor anyone in the crowd subtly demonstrating the use of the flip?
Anyone else agree or disagree?
If you can't get enough of flash mobs like me then see below for some of the most impressive examples I've seen (branded and non branded). Enjoy!
The T-Mobile Dance at Liverpool Station (15 million views) - http://www.youtube.com/watch?v=VQ3d3KigPQM
Trident Unwrapped, Beyonce, Piccadilly Circus (2 million views) - http://www.youtube.com/watch?v=OLj5zphusLw
Frozen in Grand Central (19 million views) - http://www.youtube.com/watch?v=jwMj3PJDxuo
Sound of Music Central Station Antwerp (2 million views) - http://www.youtube.com/watch?v=7EYAUazLI9k
Michael Jackson Tributes (4 million views) - http://www.youtube.com/watch?v=lVJVRywgmYM&feature=fvw
But if a brand is going to pay for a flash mob execution to be created, surely it is with the intention of brand exposure? You know, the reason why marketers are marketers. ie to get their brand in front of the right audience in order to sell more products. If so (and please correct me if I'm wrong or out of line here) then I don't understand why 'Flip' (which is a handy instrument for mobile videography that I have had first hand experience with) wouldn't capitalise on branding in the viral video below (thanks Mumbrella).
Am I the only one who thinks this is a wasted opportunity? Considering the hope is that this video will generate millions of views like the flash mobs underneath, it doesnt make sense to me that there is no branded pre roll or post roll to the video nor anyone in the crowd subtly demonstrating the use of the flip?
Anyone else agree or disagree?
If you can't get enough of flash mobs like me then see below for some of the most impressive examples I've seen (branded and non branded). Enjoy!
The T-Mobile Dance at Liverpool Station (15 million views) - http://www.youtube.com/watch?v=VQ3d3KigPQM
Trident Unwrapped, Beyonce, Piccadilly Circus (2 million views) - http://www.youtube.com/watch?v=OLj5zphusLw
Frozen in Grand Central (19 million views) - http://www.youtube.com/watch?v=jwMj3PJDxuo
Sound of Music Central Station Antwerp (2 million views) - http://www.youtube.com/watch?v=7EYAUazLI9k
Michael Jackson Tributes (4 million views) - http://www.youtube.com/watch?v=lVJVRywgmYM&feature=fvw
Sunday, September 13, 2009
Hats off to Ed Hardy!
Ed Hardy has caught my eye lately due their very effective branding strategy of bad boy / bad girl celebrity outfitting.
The clothing brand, designed by legendary designer Christian Audigier who has bought the rights to the work of iconic tatoosit Don Ed Hardy has been splashing itself all over our TV screens and print media, literally on the backs of some of the most famous celebrity rebels Austalia as to offer.
I first noticed this strategy whilst watching Sam Newman wearing their t-shirts during the Street Talk segment on "The Footy Show" in Melbourne. Newman is one of Melbourne's favourite bad boys and his own brand fits the Ed Hardy brand to a tee (excuse the pun?)with his long list of public misdemeanours. I again noticed the very unsubtle Ed Hardy t-shirt on Australian Idol last night, worn by Suzi Quatro,America's bad girl of rock of the 70s and 80s.
After some further digging I have found many more examples of the great bad boy / bad girl celebrity branding of Ed Hardy with Madonna, Brittney, David Beckham, Lenny Kravitz and Paris Hilton all donning the conspicuous t-shirts.
This is a great example of the power of celebrities as opinion leaders. Their mass media exposure provides brands like Ed Hardy with significant and swift penetration into the marketplace.
The clothing brand, designed by legendary designer Christian Audigier who has bought the rights to the work of iconic tatoosit Don Ed Hardy has been splashing itself all over our TV screens and print media, literally on the backs of some of the most famous celebrity rebels Austalia as to offer.
I first noticed this strategy whilst watching Sam Newman wearing their t-shirts during the Street Talk segment on "The Footy Show" in Melbourne. Newman is one of Melbourne's favourite bad boys and his own brand fits the Ed Hardy brand to a tee (excuse the pun?)with his long list of public misdemeanours. I again noticed the very unsubtle Ed Hardy t-shirt on Australian Idol last night, worn by Suzi Quatro,America's bad girl of rock of the 70s and 80s.
After some further digging I have found many more examples of the great bad boy / bad girl celebrity branding of Ed Hardy with Madonna, Brittney, David Beckham, Lenny Kravitz and Paris Hilton all donning the conspicuous t-shirts.
This is a great example of the power of celebrities as opinion leaders. Their mass media exposure provides brands like Ed Hardy with significant and swift penetration into the marketplace.
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