iMediaWorksConnect by @iMediaMichelle

Ford Motors Fiesta: Swinging at the Piñata

As a kid, I recall a few birthday parties where we all got to take turns swinging at a brightly colored piñata, breathlessly anticipating when all the yummy candy and fun toy goodies would come exploding out.    Watching each person go after the piñata was half the fun.    Of course, as I got older, the piñata was traded for adult beverages and games that will go without mentioning here.  All in all, the best parties I’ve ever been to usually have two things:  interesting people and entertaining activities – Ford Motors with their “Ford Fiesta Movement” campaign looks like it could have both on hand. 

The Fiesta Movement began with the question: “What could we do with a 1,000 Fiestas?”  From that, an ambitious social test driving experiment was born.  Ford Motors invited social media mavens to apply to be one of 100 test drive “agents” who would commandeer their own foreign-made Fiesta for a six-month long real-life road test consisting of monthly “missions”.  The “agents” will lifestream their thoughts, activities and opinions across a wide spectrum of social media, including YouTube, Flickr, Twitter and Blogs.

Personally, I find this marketing experiment by Ford to be extremely encouraging for the following reasons:

Realizing Consumers are in the Driver’s Seat – Ford intends to trust consumers to share their honest thoughts and reviews about the product, even if they go in an unfavorable direction.  Scott Monty (@scottmonty), Ford's director-social media, said “it will require a new kind of corporate responsiveness and flexibility”, which tells me they are getting the true sense of “conversation” versus “broadcast messaging”.

Keeping an Eye on the Road – The focus of the social test drive is on how the car actually helps/enhances its driver and passengers in living their daily lives, rather than a battle of product comparisons or ratings.  The program is designed to keep us, the audience, looking outward and seeing the whole picture – Customer Story + Product Test = Insightful Brand Dialogue.”

Offering the Keys – My favorite aspect of the campaign is the invitational approach to the community.  While I don’t know how far and wide Ford and its agencies JWT and Undercurrent threw the casting net, but at least they opened up the application process for those who were willing to participate, instead hiring the usual high-paying celebrity suspects.

The Fiesta Movement is off to a promising start, however, there are a few key housekeeping items the Ford Team might consider if they want to ensure that the larger consumer audience can better discover and take a swing at their social piñata:

Search without the Blindfold – the power of social networks is becoming more and more visible, but one can’t ignore the inevitable pull of search to draw consumers into your experience.  From my initial observation, basics such as title tags, meta-descriptions, keywords and alt-tag descriptions are missing – these would contribute greatly to elevating and amplifying the Fiesta Movement within the driving category as well as other related cultural categories (currently it doesn’t rank first page on Google search for “Ford Fiesta”).  Also, there are some very well-known personalities participating in the Fiesta Movement, but their individual Fiesta Agent profiles also are MIA in search (e.g. Judson Laipply’s agent profile is not listed amongst Google results for his name).

Agent Profile Snapshots – while the photos and names of the agents are intriguing, having to click through each to discover who I want to watch and follow is cumbersome.  A quick profile summary rollover would be a terrific way to quickly scan the roster and jump into their story.  Also, fans have a zest for rooting for the hometown boy or girl – it would be great to be able to sort/locate by each agent’s base location by drop-down or interactive map.

Keep Missions Real – the “Mission” topics cover various cultural interests, but may be missing out on the humorous escapades of everyday living.  For example, when I first graduated college and was on the job hunt, I drove all over Northern Virginia going to interviews, temping at various locations, etc.  My commute constantly changed and with it my poor Volvo and I had to continually do battle with a new set of daily traffic foes.  Has anyone ever tried to parallel park in downtown D.C. at lunchtime?  Not fun.  Some clever driving missions such as “best lunchtime parallel parking” or “most creative vacation or apartment trunk packing job” would also lend a unique and entertaining twist (and really show what these cars are capable of in the concrete jungles of the USA).

Make the Audience Part of the Show – Ford Motors has great potential to draw customers who are curious about the new Fiesta by allowing them more ways to participate with the 100 agents.  It would be interesting if the audience was allowed to suggest and vote on a final mission towards the end of the program.  Better yet, invite fans of the Fiesta Movement to join a local MeetUp group, meet out for a TweetUp event with one or more of the agents and take their own, brief test drive of the Fiesta (I’m sure the local dealers would gladly supply refreshments :)

Ford has hung out a pretty enticing piñata - will be interesting to see what happens as the agent's take their test drive swings and eventually break it open for all of us to share what's inside.

Solving the Twitter Puzzle

It seems everyone’s all a “Twitter” these days….from your sister’s cat to high-profilers like JaneFonda.  It reminds me of the shiny new toy from our childhoods that we’ve all unwrapped and happily spent countless hours playing with over and over (was it me, or did everyone have that fascination for the Rubik’s Cube?).  Like that novel new toy, lots of people are trying to “figure out” Twitter.  But can this technological and social phenomenon be figured out that easily?  Is there only one way to solve it?

 

 

Guess that depends on how you view the Rubik’s Cube and Twitter.  If your goal is to just get each side to have a single color – then you might become bored quickly after the first time you reach your goal.   Similarly, if your goal is to go out and see how many followers and Re-Tweets you can get, then I and many others predict the fascination will quickly fade.  But, if your goal is to see how many different color combinations and patterns you can create, then the possibilities multiply and so does your long-term interest and engagement.  The opportunities to invite and mingle with others who share your growing interest also become greater.

I think we need to take the same approach with using tools like Twitter: Passion + Sharing = Connection.  Start with the right motives/intent that can lead to a true, authentic passion for what you’re doing.  That passion should ignite or help fuel a compelling story and serve as an ongoing content resource that you can’t help but share 140 characters at a time.  Authentic and relevant sharing should lead to quality connections.  Once you’ve established those connections, you have a responsibility to nurture and grow them into relationships that become a thriving community.  What I am starting to realize is that many brands are missing the key responsibility their new, shiny Twitter account brings – they’ve stepped into the community, now they must settle in, be accountable and serve their customers daily.  They have to be real, they have to do the actual work – not outsource their Twitter identity like some tv/movie stunt double.  B.L. Ochman (@whatsnext) who heads up WhatsNextOnline gives an excellent Twitter motives checklist in last week’s Ad Age.  I especially ditto her #3 “People follow people they find interesting. Followers are earned on Twitter. Be interesting, make only every 10th tweet about you, and you'll gain and keep a following.” 

 Like any new toy, it does take some practice before getting the hang of it.  I definitely applaud brands that are getting out there and earnestly attempting to reach and engage their customers.  Props to Christi Day (@SouthwestAir), Thomas Strickland (@ThomasAtUPS), Morgan Johnston (@JetBlue), Tony Hsieh (@Zappos), Frank Eliason (@ComcastCares), Seth Miller (@TBSVeryFunny) and many more for letting their personal passion manifest and bring valuable assistance and humor to those who struggle with their brands as much as those who don’t.  As for the other brands about to make the jump into the Twittersphere, I hope that you will seek out and heed the advice of those who have gone before you. 

What Happened to Phoning Home?

There is no doubt that we are living in serious economic times, where even greater thoughtful and creative measures are required to survive and thrive.  Thanks to the mass love affair with Facebook and Twitter, brands have additional means to get their products/services in front of consumers in the hope of getting noticed.

TV land is still an attractive channel to many brands, large and small, with the prices for scatter ads falling 25% - 30% below previous year’s rates as recently reported by Ad Age. However, its branded entertainment deals that seem to be the darling of the ad world again.  Red Bull has been a leader in this area through its own “Life Gives You Wings” campaign that has brought a dizzying array of extreme sports videos from “air racing” and “sound clash” to the “7 city hustle”.  But inside the world of Hollywood, are brands missing out on connecting with their consumers in their mad scramble for more product exposure through popular shows, films and videos?

Recently, Pepsi’s Izze received kudos for getting its pomegranate-flavored fruit beverage in the hands of one of Grey’s Anatomy’s lead characters, Izzie Stevens.  One comment posted by Victor Profis who heads up Travel & Tourism for Southern Living Magazine caught my eye:

            “I saw that show and I never picked up on this.  Well maybe PepsiCo did not get anywhere the kind of meaningful exposure that one would have think they received.  But good for them for getting on the show”

I didn’t catch this particular episode myself – but I agree with Victor – its great to get on, but how did Izze pomegranate contribute to the story?  Is it enough in these hard economic times, with every sort of media available bombarding consumers, to just “get on”….or do fans/consumers need more in order to stop and notice brands?

Probably one of the greatest cinema stories of all time (or at least for my generation) is that of “E.T. – The Extraterrestrial”.  Who could forget the amazing tale of friendship that develops between 8 year-old Elliott and the adorable E.T.?  One of the key moments in the friendship journey took place over a sharing of Reeses Pieces – the delicious peanut butter with a hard candy shell.  To this day, I still reach for a pack of Reeses anytime I’m in the mood to munch and share with friends.  “E.T.” was quite a computer whiz – I was impressed with his groundbreaking adaptation of the “Speak and Spell” as a communication device.  I spent hours as a kid trying to get my version to reach out beyond my bedroom walls.  The story stuck with me and so did the brands that contributed to it.

Brands must not forget this simple, but powerful example.  Their products/services must contribute and help build stories in order for consumers to connect and make them part of their daily lives.  So in looking at the Grey’s Anatomy example, I’m wondering why Izzie Stevens chose this beverage instead of something else at the hospital cafeteria.  What about the moment in the episode made that particular beverage the right one to enjoy?

The possibilities for consumer connection between traditional tv viewing and social media continue to explode.  I encourage brands, especially newcomers such as Izze, to use their product placements in ways that make stories stick.  Here are a few lessons courtesy of my childhood pal, “E.T.” :

1. Make the Moment Count – Elliot knew that Reeses Pieces would be just the thing to coax his unusual guest out of his shell.  The folks at Izze state when we “feel our best – we do our best at work”.  How much more compelling would it have been to see Izzie Stevens enjoying a refreshing Izze after a successful patient surgery?  The Izze brand also values “cultural discovery through philanthropic action” – so why not a scene depicting Izzie Stephens volunteering at a culturally-related charity event?  Either of these would have drawn me in and help me make a relevant connection between the moment and the brand.

2. Keep the Plot Going – Before jetting off in his spaceship, “E.T.” tells Elliott that he will be right back.  In 1982, social media was limited to the “Speak and Spell” mobile phone “E.T.” used to phone home.  Fortunately, we’ve come a long way since then and now “E.T.” could stay in touch with Elliott and his friends through Facebook, Twitter and his personal Tumblr blog.  I can only imagine the chatter about “E.T.s” next return.  On their website, Izze talks about pomegranate historically being used to “purge envy and hatred”.  I can’t think of a better backstory to engage the audience.  What old grudges does Izzie Stephens have that she would like to get rid of?  Some additional post-show online only videos depicting more of the story would be compelling.

3. Connect the Dots – At the end of the movie, the government official tells Elliott that when he was a little boy, he dreamed of meeting “E.T.” one day too.  He was able to share in the story between Elliott and “E.T.”  Going back to our evolving plotline, what grudges might you and I have that need expulsion?  (okay, that would be an entire blog in itself).  Ask Grey’s fans to share their envy moments that they want to purge and send them a coupon for their submissions.  Allow people to connect over similar envy purging memories.

I hope that brands will realize their potential to shape indelible stories for consumers as digital media becomes increasingly pervasive.  That gets me thinking….wonder if my Speak and Spell still works….its been a while since I phoned home.

Still Searching for the Rainbow

A month ago Mars, incorporated made a bold move when it decided to scrap its traditional brand website for tastemaker Skittles in favor of embracing the social cloud.  While I give props to their willingness to break from corporate convention and become a part of the evolving consumer dialogue; they really missed out on creating what could have been a game-changing consumer experience. 

The first thing I noticed when visiting Skittles’ new digital home was the lack of ownership by the brand – for anything.  I was greeted by a bratty little pop up that required me to input my birthdate and agree to their CYA disclaimer before being able to proceed.  Wow, since when does one need to be carded to browse the candy aisle?  Will there be a breathalyzer if I can’t click a straight line with my cursor or slur my ABCs backwards?  Okay, I digress, but my little pop up experience doesn’t offer much in the way of warm fuzzies.  Truthfully, I felt more of a “proceed at your own risk”…”don’t say we didn’t warn you” kind of vibe.  Hmmm.

Once I landed inside, I felt like I had just walked in on a bunch of people who were engrossed in their favorite TV episode or sports event.  The default YouTube channel background was doing its thing mindless of its new guest.  I noticed a hovering menu board playing intermittent messages that felt more like infomercials or the oh so sleepy elevator muzak you hear over and over.  Would have really appreciated a “what’s up” and “can I get you anything” message instead.  Scrolling through the menu board, I find the expected product info, a link to a Twitter search on “skittles” tweets and a link to the Skittles Facebook fan page.  Hmmm.  Maybe I’m missing it, but couldn’t I have found these on my own?  Besides aggregating the top 3 social hubs that mention their brand, I was still scratching my head to understand how Skittles was participating in the conversation.  What value were they adding?

 

You see, I was hoping to get to know Skittles – listen to their story and hope they wanted to hear mine – better yet, meet other people and listen, laugh, whatever to their stories.  Instead, I felt like I had just dropped by someone’s house, came through the garage, popped in, but not really made to feel welcome to stay and hang a while.  In contrast to the Skittles experience, I am fortunate to know some good friends of mine whom constantly have a stream of college, high school students and young professionals in their home.  When you walk in, you’re greeted, invited to sit down, visit and share a meal/drink with them.  There is real interaction amongst the guests and their hosts – in short, there is a sense of true fellowship and belonging that stays with you, long after you leave.  Why couldn’t Skittles have been more like them?

Hopefully, this is the beginning of an evolution for Skittles on the road to digital.  After all, you only learn by doing – so again, snaps to them for getting out there.  A few things they might consider as they tweak their strategy…move the furniture around so to speak:

1. Greet people – acknowledge guests when they show up not with a disclaimer, but with a friendly welcome.  Ask them what are they up to, can you get them anything and invite them to sit and hang awhile.  Integrating instant messenger or Twitter widget that I could text in or DM from my Twitter would be excellent way to start some dialogue.

2. Draw guests in – Offer guests to take some candy from the Skittles bowl or better yet, ask what their favorite flavor is and offer them to explore the Skittle’s home and meet fellow rainbowrati via signing in with Facebook Connect or Twitter Handle.  Suggest they might want to go to a specific space based on where their friends are or new people who share their rainbow interests.

3. Spend time with them in your crib – The best times/memories usually come from playing games or watching entertainment with friends.  Make the visit memorable by hosting a social game (incorporating mobile participants is a plus) or group rant fest on a new video.  Get visitors and regulars alike to tell and share some stories from the rainbow of daily life.

4. Walk guests to the door – When a user has to go, thank them for dropping by and invite them to come back again soon.  Ask if they would like any Skittles for the road.  Let them know how they can stay connected.

5. Be a thoughtful friend – in between visits, let your new friends/fans know you’re thinking about them.  Tweet or Facebook them a coupon for a free pack of Skittles to cure the Monday blues, get through another Wednesday math pop quiz or cruise with friends on another Friday night out.  If they are really having a bad day/week – a couple of movie passes work wonders.  Three guesses on what they will be snacking on at the theater.

Ultimately, people want to feel that they’ve discovered a pot of gold at the end of the elusive rainbow.  For now, I’m still searching.  Someone please pass the Skittles bowl.