Medium vs. Message
January 26th, 2006
Today, we here at BOF have been emailing back and forth about the fact that Budweiser is spending oodles and oodles of money on Superbowl advertising, not only for the purpose of awareness, but in order to have the most talked about ads in the Superbowl. Anheuser-Busch marketing exec Marlene Coulis says “Water-cooler talk is really important. It’s a measure of success.” Of course, as our First Impression, Chris, pointed out, “I personally wouldn’t have a problem talking about how funny a Budweiser ad was while sipping on my Coors Light or my Miller High Life.”
That’s where so many buzz and viral marketing tactics get things wrong. Richard Branson can parachute naked into Times Square… and I still didn’t sign up for Virgin Mobile. Subservient Chicken can get a gajillion hits, but I still had no idea it had anything to do with a chicken sandwich until months after the fact. There’s too much emphasis on the medium instead of the message.
So… I saw this post today on the Hidden Persuader about a guerilla campaign by Duval Guillaume in Belgium to promote bowling. It’s simple, it’s clever, it’s everywhere and it’s (wait for it…) RELEVANT TO THE PRODUCT. Heck, this is the sort of thing that becomes almost self perpetuating. If I saw enough of these cleverly placed bowling balls, and I’d start assigning the same thing to every round object I saw without their assistance. It’s not a billboard or a big flashy Superbowl ad or a funky mascot in a garter belt… it’s not jarring you out of your life and your day, it’s just finding a way to incorporate their message into everyday life. It’s not an in-your-face yell, it’s a genuine conversation… and I even have the choice on whether or not to engage in it. And if I have a choice… I’ll probably go ahead and listen.
In fact, now I kinda want to go bowling.
Other posts by Jennifer.
Olivier Blanchard says:
Jennifer, Trick question: Do you see any difference between Nike’s advertising (which motivates you to train/compete/etc. but… not necessarily in Nike gear) and Budweiser’s albeit humorous approach to generating attention without necessarily making you want to drink their beer?
February 19th, 2006 at 12:38 pmBilly says:
Awesome. Awesome. Leo Burnett (Canada), http://www.leoburnett.ca, did something similar a while back for “The Score” - which I assume is the Cunucks’ answer to ESPN. Brilliant stuff. I’m with Chris, by the way… Mmmm, beer.
February 19th, 2006 at 12:39 pmSpike Jones says:
All together now: Advertising is for AWARENESS, not CREDIBILITY. WAAAATTTSSSSSAAAAAAPPPPPP!!!!!!
February 19th, 2006 at 12:39 pmJennifer says:
Interesting question, Olivier. And I do think there’s a big difference… and part of it is in the intent.
Nike’s commercials are about athletic competition. In order to participate, you need athletic gear, yeah? SO… we can assume that the intent behind these ads is to inspire a behavior that is connected to the purchase of their product category, and hopefully their product specifically.
BUT, the A-B marketing exec saying that they’re investing millions of dollars in order to have people stand around the water cooler on Monday and say, “Remember that lizard ad? That was awesome!”… well… the connection just ain’t there.
Nike’s ads are about incorporating themselves into the lives of the people who share the values they endorse… people who are already likely to engage in the behavior they’re talking about. It’s a natural fit. Bud’s ads (though I do reserve some judgment until Feb. 5th) seem to be more concerned about elbow-nudging me in the ribs so I can say how clever they are…
WOM should be generated about the great product… not about the great commercial.
February 19th, 2006 at 12:39 pmBilly says:
Wow. Nevermind. The Leo Burnett stuff is stupid.
February 19th, 2006 at 12:40 pmOlivier Blanchard says:
Very true. But ultimately, does speaking to a particular culture (athletes) and motivating us to kick butt really translate into sales? As much as I love Nike ads (and their designs), I don’t really find their products relevant to my specific athletic needs. (And I’m a triathlete, so I buy a lot of sportswear.) Most of the people I train and race with must feel the same way, because I don’t see them sporting any Nike swooshes either. Contrast that with Speedo and Pearl Izumi, for example. Their advertising is more specific, and everyone I know trains or races in their stuff. I’m just wondering.
February 19th, 2006 at 12:40 pmBear Gautsch says:
So we use GoDaddy for domain name registration. We tell all our clients to use GoDaddy for domain name registration because they are cheap and good. Before last years Super Bowl when I told people to use GoDaddy they gave me the what’s 5683 divided by 593 dumbfounded look. After last years Super Bowl everyone knows GoDaddy. They are the ‘the company with THAT commercial’ company. Spike’s and Jennifer’s points are still valid as these customers just know GoDaddy’s name and still need me to suggest the service for them to actually use it but I must admit it is easier to get people to use GoDaddy now that they know who they are.
February 19th, 2006 at 12:40 pmJennifer says:
Great point, Bear! Advertising (THAT commercial)= awareness. WOM (Your recommendation)= credibility. Of course, THAT commercial was about as connected to what it was advertising as a Rubik’s Cube is to a herring, but you’re right. Sometimes awareness is enough of a goal in itself. BUT, I guess in my ideal world, awareness and relevance would intertwine… or at least manage to show up to the same parties occasionally.
February 19th, 2006 at 12:41 pmCarl Fox says:
I swear those cabbages are Photoshopped. And for some reason I have a hard time knocking Budwieser. Must be genetics.
February 19th, 2006 at 12:41 pmBrian says:
I think the majority if us are desensitized to marketing at this point and to get us to notice it has to be something very clever. Is anyone going to buy Bud Light after seeing a commercial? Does anyone in the United States not know about Bud Light? Is it an ego thing now for these companies and ad agencies. Who has the most buzz after the superbowl? GoDaddy isn’t a household name so that is a good buy. Coke, Pepsi, Nike, Gatorade, etc. what is the point? Maybe they hope they will make one of those top commercials shows about commercials. Unless Budweiser is adding some vitamins to the brew after Feb 5th. I don’t care what is in the ad. This past Christmas I realzied the power of commercials. The commercials aren’t for the 33 year old. They are for the 3 year olds and 15 year olds and everyone in between who hasn’t picked a brand. When my 3 year old said, Can I get this doll for Christmans, you know its only available at Toys R Us” … I was in shock. My child is being affected by this stuff. Sorry — little tangent there but I guess all this to say Budweiser wants 15 year olds to drink their beer.
February 19th, 2006 at 12:42 pm