weekly media watch - 02.13

Below is the Weekly Media Watch email that I sent out on 02.13. A new one will be coming out tomorrow, but I thought this was worth posting. :)

1

For Your Cavity-Free Sweet Tooth – Colgate ToothBrush Popsicle Sticks

What is it?

Colgate has embraced everyone’s sugar cravings and is using them to their advantage. People aren’t going to stop eating sweets – even during Oral Health Month. Rather than hand out small product samples (like travel toothpaste, for example), ice cream and cotton candy were given out. Once consumers were done eating their treats, they discovered a toothbrush-shaped popsicle stick with the words “Don’t Forget” as well as a Colgate logo. (Source: Creativity)

Why is it interesting?

Simultaneously clever, gimmicky and over-the-top, this attempt to get kids to brush will undoubtedly have viral traction online. I’ve been unable to find out exactly where these goodies were distributed, but it sure is a fun way to get kids interested in dental hygiene. Or at least more chocolate.

2

McFlurry Madness – Is 30 Rock Going Too Far?

What is it?

There has been, well, a flurry of McFlurry activity online after last night’s 30 Rock episode aired. 2 characters on the show (Elisa and Jack) sat on the couch last night eating McFlurries – and after some discussion about how great the vanilla swirl, candy and cookies go perfectly together, Elisa exclaimed that it is “the world’s greatest dessert.” New York Magazine, Gawker and countless blogs have initiated virtual discussions around the product placement.

Why is it interesting?

With increases in ad avoidance behavior, especially with DVRs, product placement is one way that marketers try to extend their brands out to consumers. I can’t tell you how many times I’ve cringed over those shameless “GE Monogram” appliance shots on Top Chef. Outside of reality TV, however, the game may be a bit different. Do consumers want to see products written into storylines and characters’ conversations? Pricing can also be tricky, since there is no clear cut way to purchase these opportunities.

Marketers may also find value in creating “companion TV spots,” operating almost like companion banner ads alongside other online content. These TV spots should relate to the product placement itself – McDonald’s could have done a spot featuring a McFlurry, rather than just upselling me on Quarter Pounders. This could be the difference between increasing general awareness and driving conversions (in this case, product sales).

3

Ooh! Denny’s Jumps on the D-OOH bandwagon

What is it?

Would you like some news with your Moons Over My Hammy? Denny’s is rolling out a digital out-of-home network across its locations through an agreement with IndoorDirect. It will debut in 300 Denny’s diners in the nation’s top markets, with expansion plans to cover all 1,500 restaurants. The screens will carry IndoorDirect’s theBite Network, a 60-minute lifestyle program covering news, entertainment, music and sports. One-third will be devoted to advertising. (Source: AdWeek)

Why is it interesting?

With more screens popping up at gas stations, health clubs and coffee shops, digital signage is becoming an attractive advertising option for many brands. The QSR industry has reportedly found that the network helps improve sales and creates some revenue from the advertising. The IndoorDirect network will now have a national footprint of 1,000 locations and they also work with Arby’s, Del Taco and other QSR brands.

And even more interesting: Denny’s is providing opportunities for music artists to collaborate on items for their Rockstar Menu (apparently there’s a Katy Perry “Hot ‘n’ Cold” drink, named after her hit song).