Dove targets ‘beauty propoganda’ and blurs the lines of education, conversation, marketing, and provocation
Posted by bryanzug - 2006/10/31
With not a penny of paid media and in less than a month, “Dove Evolution,” a 75-second viral film created by Ogilvy & Mather, Toronto, for the Unilever brand has reaped more than 1.7 million views on YouTube and has gotten significant play on TV talk shows “Ellen” and “The View” as well as on “Entertainment Tonight.” It’s also brought the biggest-ever traffic spike to CampaignForRealBeauty.com, three times more than Dove’s Super Bowl ad and resulting publicity last year, according to Alexa.com. By those measures, “Evolution” is the biggest online-buzz generator in the U.S. personal-care and beauty industries, topping this year’s effort from Omnicom Group’s Tribal DDB on behalf of the Philips Norelco Bodygroom shaver. And that’s before the campaign began rolling out to 10 additional countries in Europe, Asia and Latin America last week.
When you watch the video, it’s easy to see why this is so sticky — very compelling conversation going on there about ‘truth/beauty’ done in a very lowfi way (even though it is an ad).
As the father of a 3 year old girl, Dove just won me over with a combination of marketing, education, conversation and provocation on the issue of ‘beauty propoganda’.
Posted by bryanzug - 2006/10/27
Very interesting post by Danielle Crittendon on “Why Your Kids Should Play More Video Games” over at the Huffington Post. Thanks to Ian on the Second Life Educators Distribution list (SLED) for the link.
Love the anecdotes about how real world learning (english lit, economics, team leadership) skillz are making it into the new Xbox sports games — very interesting.
“I thought you were up here killing space aliens.”
“No.” He sighs with the exasperation of the chronically misunderstood. “I’m building a new franchise.”
I sink into the sofa to watch, interested. The game is MLB Baseball and, as my son explains, very little of the fun comes from playing simulated major league games.
In “franchise mode, ” he explains (all the while pulling up menus and pressing buttons), you have to acquire a team and a stadium, “set parking lot prices, ticket prices, concession stands and how much it costs for a stuffed animal or jersey. You have give-aways which cost you money but brings up attendance. You can lose your franchise if you do badly. I lost my team because I drove it into bankruptcy.”
On a tech note, this is my first post from Flock — question — where are the categories? — Oh, they come up as an option after you hit publish — wierd.
Posted by bryanzug - 2006/10/09
Here’s the flash video version of my screencast on installing WordPress via Dreamhost. Enjoy!
Posted by bryanzug - 2006/10/09
I am in Orlando today presenting a session called “Blogs & Screencasts in the Quest for Training Attention” at the 2006 Cerner Health Conference. From the session description:
In the quest for user attention, blogs and screencasts are more that buzzwords. Join us as we examine how these technologies help organizations capture valuable elements of “watercooler conversations” and leverage them toward system and process training. Session will include: An introduction to blogs, screencasts, and RSS; An examination of why content produced and distributed with these methodologies is naturally interesting to users; A short tour of WordPress and Camtasia — two popular blog and screencasting tools.Here’s the links to the files from the session —
- PDF of Keynote Slides (PDF – 7 MB)
- Installing WordPress via DreamHost320×240 (YouTube Flash Video)
- Installing WordPress via DreamHost1024×768 (Quicktime – 370 MB)
- Installing WordPress via DreamHost320×240 (Quicktime – 73 MB)
- Intro to RSS Readers via Newgator1024×768 (Quicktime – 268 MB)
- Intro to Camtasia1024×768 (Quicktime – 63 MB)