BRANDING UNBOUND

Exclusive Interview: Alex Bogusky Tells All (Conclusion)

In this final clip from my exclusive interview with advertising legend Alex Bogusky for the new book, THE ON-DEMAND BRAND, Bogusky shares how 'Subservient Chicken's' sudden success made him sweat - and his advice to marketers in an age of so many transmedia possibilities.

ALEX BOGUSKY TELLS ALL (CONCLUSION) - MARKETING IN THE ON-DEMAND AGE

(Approx 3:10)

-----------------------------------------------------------------------

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

-----------------------------------------------------------------------

Exclusive: Alex Bogusky Tells All (Part 1)

This last July, word spread fast that Alex Bogusky - advertising's golden child and Adweek's "Creative Director of the Decade" - was leaving Crispin, Porter + Bogusky and parent MDC Partners. Not to go to a  rival shop, but to retire from the industry at the ripe old age of 47.

The industry reeled, as the man behind such breakthrough work for Burger King, American Express, Sprite, Domino's and Microsoft, was leaving the business he'd shaped more than any other person over the last 10 years.

In my new book, THE ON-DEMAND BRAND, Bogusky - known for his cutting-edge creativity and slacker chic style - participates in what is perhaps his most in-depth interview ever on what it takes to succeed in digital marketing.

Over the next few says, I'll post audio excerpts from that interview, starting with Part One, in which I ask Bogusky about his mantra - "whatever it takes to make our clients famous" - and how digital experiences play such a central role in that effort.

ALEX BOGUSKY TELLS ALL: PART 1 - 'WHATEVER IT TAKES'

(Approx. 4 min)

-----------------------------------------------------------------------

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

-----------------------------------------------------------------------

Snooki's On Your Cell Phone: MTV Makes A Splash With 'Jersey Shore' Facebook, Mobile Apps

The Situation is now officially in-hand.

The second season of MTV's reality hit "Jersey Shore" doesn't hit until Thursday, but MTV's already out with a Facebook game that features the stars of the show as cartoon characters.

On Facebook, it's a battle over tanning location-throwing contests. And the mobile app? Well, it's called "Spread Snooki," which enables you to drop Snooki into iPhone photos.

Which is all fine and good. But I think it would have been cooler to drop "Jersey Shore" hair and tans into photos instead. 

"Snooki Yourself" has a certain ring to it.

Pardon the pun.

Read more here.

(UPDATE: Can't tell if this was part of original release or newer, Aug 31 release, but the App store page for the app says you can indeed "give yourself Snooki's famous poof and golden-orange tan." A fun way for fans to shore up some laughs.)

-----------------------------------------------------------------------

 

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

 

 

 

 

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

-----------------------------------------------------------------------

JC Penney Hopes to "Haul" Viral Videos, Mobile & More for Back-to-School

  JC Penney wants to have a word with your teenager - no matter where your teen can be found.

Word's out today that Penney's back-to-school marketing blitz includes viral video, mobile, TV, and store-based promotions, social media and more.

Among the elements, according to Internet Retailer: Those so-called "haul" videos where consumers post videos talking about what they just bought where. Mobile ads on iPhones and iPads. And even some virtual reality.

“Using an array of innovative interactive and user-generated content, our back-to-school marketing encourages teens to take control and discover our extensive assortment of exciting styles and brands at affordable prices,” J.C. Penney executive vice president and chief marketing officer Mike Boylson, tells the pub. 

The virtual reality component seems to include a co-promotion with Seventeen magazine that gives shoppers the ability to overlay images of products into real-world environments, enabling shoppers to virtually try them on and then link to JCP for a purchase. 

Mobile efforts include a mobile site that includes TV spots, those haul videos, and weekly offers via text message, and the ability to upload their own styles to share and vote on among friends.

I'm actually not clear on how the haul videos will work here. Apparently, they're going to be featured on JCP.com, but by law the posters have to reveal if they received products from JC Penney for free - and it's unclear just how authentic the whole scenario can be if JC Penney is recruiting the haulers. So that part is unclear at this point.

What is clear is that Penney is building on digital efforts that over the last few years have included a branded offers widget; a web/TV/print and mobile campaign that seemed to used contrasting archtypes from the 1985 teen angst movie "The Breakfast Club" to illustrate the broad range of selections that Penny pitches; and more.

Time will tell if this new effort will bombs - or if it really does spark a mountain of new haul videos.

Read more here.

 

-----------------------------------------------------------------------

 

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

 

 

 

 

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

-----------------------------------------------------------------------

BrandChannel Names 'The On-Demand Brand' Its 'Featured Book of the Month'

Very cool: BrandChannel has selected THE ON-DEMAND BRAND as its "Featured Book of The Month" for July.

In making the selection, BrandChannel writes, "Brand marketers will value [this book] for the detailed case studies, such as how Burger King, Coca-Cola and Axe Deodorant are using advergames; how Showtime, MasterCard and NBC are redefining viral video; and how Fanta, GE, Papa John's and Topps are leveraging augmented reality."

Check it out here.

Learn more about the book here - and order your own copy here (available everywhere books are sold).

-----------------------------------------------------------------------

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

-----------------------------------------------------------------------

Chic New Japanese Burger King Location Features iPhone-Powered 'Musical Showers'

  I can't tell if this is true 'targeted audio,' but the idea is the same.

A chic new Burger King location in Japan is designed to be luxurious enough for you to want to hang around a while. There's even this new feature: "musical showers" - booths where your iPhone/iPod music is channeled out of "umbrella-style" speakers hanging overhead. [Image here via Walkerplus - be sure to check out the full collection.]

As I write in my new book, THE ON-DEMAND BRAND, Burger King's "have it your way" positioning has since extended to many digital marketing initiatives. Here they go again, with personalized music while you eat your Burger King meal. 

Hold the Brittney, with extra Cobra Starship, please.

And read more about BK's music showers, here.

And read more about the book, here.

-----------------------------------------------------------------------

 

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

 

 

 

 

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

-----------------------------------------------------------------------