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.