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Julie Turner

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posted by Julie Turner Nov 10,2016 @ 02:05PM

Brands and Viral Dreams

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It’s interesting how something becomes a viral sensation. From the ALS Ice Bucket Challenge which raised more than $115 million to #pantsuitnation a Facebook group of Clinton supporters that mushroomed from one to 3.2 million members in the days before the election, the Internet is an undeniable flashpoint in modern marketing.

While it’s every brand’s dream to ride the million-viewer wave, it’s a luxury few will ever enjoy. Those that crack the code know what makes people want to share their content: emotion. The emotional arc can be anything from laugh out loud hilarity or empowering self-awareness. It’s the secret viral ingredient.

One brand that’s masterful at viral sharing is Budweiser. We’ve all likely shared or watched their heartwarming Clydesdale commercials but two of their commercials stick out in my mind as favorites.

Harry’s Last Call
Budweiser paid homage to the Cubs’ World Series win earlier this month in a heartwarming way. The brand re-ran a decades-old commercial featuring the team’s patron saint Harry Caray. Then, seemingly just hours later, they released another two-minute video of Caray “calling” the final out of Game 7 over footage of Cubs fans in the moments before, during and after the historic win.

The brand’s marketing team came up with the idea 10 days before the game and secured permission from Caray’s estate and from the WGN network, the rights holder of the Cubs audio. After splicing together audio from previous games, the fan footage was captured during Game 7 near Wrigley Field. The commercial was approved at 5:30 a.m. Thursday morning and tweeted by the brand a few hours later.

It’s natural for Budweiser to be a part of huge events like the World Series, but my personal favorite viral sensation from the brand happened late one cold snowy night in Canada in 2012.

Flash Fans
Budweiser Canada contacted two rec hockey leagues asking them to participate in a documentary they were filming. During the spot you see the players preparing themselves and their equipment for the game, heading to the rink, donning their gear. And then something surprising begins to unfold.

The brand knows how passionate hockey fans are and that’s what they wanted to show the world in this spot designed to give a Canadian beer league hockey team an extraordinary hockey experience complete with 600 fanatical fans, spotlights, play-by-play announcers and a confetti cannon. The brand also released a great behind the scenes video.

Brands dream of creating viral content that puts their brand in a spotlight but they will fail to catch fire. Their focus is off. It’s not about the brand here; it’s about tipping your hat to the enduring spirit of a Cubs fan or the unglorified recreational league hockey player.

Most brands would never dream of footing the bill to dress a skating rink for a hockey game, and hire hundreds of extras, a production team, two skating mascots, foam fingers, puck hats and who knows what else to set the stage. Even more, to be second fiddle. And, honestly, you don’t need a million-dollar production team to create something meaningful.

Brands need to see beyond themselves and beyond the risks of their ideas. That’s where the glory is.

posted by Julie Turner Aug 10,2016 @ 03:24PM

Hashtags, the big global event and you.

Let’s be frank for a minute. You can’t get away from hashtags any more and you’ll never be able to again. Whether you’re a lover or hater, hashtags are an integral — and helpful — aspect of the digital landscape.

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With the World Sporting Event That Cannot Legally Be Named without Paying for It upon us, there are several interesting subplots happening in the hashtag world. Let’s look behind the scenes of two social stories currently being battled out.

Twitter vs. U.S. College Football Fans
If you’re going to cheer on a team, say Great Britain, Twitter wanted to be sure you had a tweet-worthy hashtag. That’s why they reallocated the University of Nebraska’s longstanding Go Big Red hashtag (#GBR) and triggered the addition of a British flag to it (creating a temporary #hashflag). Seems easy enough, right?

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Turns out Nebraska fans don’t like it one bit. While the school doesn’t own the hashtag — since you can’t own a hashtag (more on that in a minute) — they’ve been using it for many years. Equally peeved are Purdue University, Eastern Carolina and even SEC stalwarts the University of Georgia Bulldogs. With football season fast approaching, expect #UGA tweets to sport a Ugandan flag for the duration of the Big Sportsing Thing.

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United States Olympic Committee vs. Nonsponsor Marketers
Remember how I said you couldn’t own a hashtag? Apparently you can trademark them as the Committee has pretty effectively done. To prevent ambush marketing, the USOC “advised” brands against marketing that referred to “Olympic results, shares or re-tweets of the official Olympic account, or use of official hashtags including #Rio2016 and #TeamUSA.”

Don’t worry, they’re not going to come after us Everyday Joes — individuals who tag their #phelpsface memes with official hashtags. In fact, the way some brands skirt around the mention is getting them some serious tweetplay.

So what does all of this hashtag fluttery mean for a modern marketer who doesn’t have Super Big World Game aspirations?

Hashtags are here to stay. Not the ones #youandyourfriendsjustmakeup. Real hashtags that integrate varied marketing strategies to multiple audiences in platforms ranging from Instagram to Facebook. Hashtags are indexed by social networks and searchable by anyone. That’s staying power you can harness for free.

However, if your hashtag has grown into a valued brand asset, you now have some means to protect it. You can invest in trademark protection for a hashtag via the United States Patent and Trademark Office. At a cost of about $275 and six months, you can register a trademark though you may experience bumps in the road based on the hashtag content.

In short, hashtags are here to stay. If you’re finally ready to wade in, tread very, very carefully.

posted by Julie Turner Jun 08,2016 @ 10:17AM

Why Advertising isn't Dead

I’ve worked in this industry for 28 years. In a business that thrives on what happens five minutes from now, there are times I feel like a relic. Especially when I see alarmist predictions about the demise of this crazy business that I love.

I can remember almost the very moment I fell in love with advertising. As the managing editor for the now-defunct student newspaper at my high school, The Viking Shield, advertising was my responsibility. In addition to writing stories for the paper, I had to ensure the right ads made it into the right issues, create ads that didn’t exist, and then put the paid-for foundation together for the editorial. I could create my own Absolut vodka-style campaigns with a smaller palette of yogurt stores, card shops and pizza restaurants. At 16 years old, I was already all in to my future.

 

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Then

 

I could sit here and let you think it was that easy. That my work on the high school paper led me to where I am today: writing for clients. But it wasn’t simple. Nor was it easy. So much happened in the middle. I started as a designer, became an art director, and even enjoyed stints in the paper industry and as a nonprofit marketing director before finally settling into the life of a word wrangler. Fun fact, I have worked almost everywhere I worked, twice.

What’s been central in these 28 years is not the art directing or writing; it’s the ideating. What I love most is the brainstorming. When I was 16, it was creating a small space ad campaign to honor the sponsor of our journalism lab: Pepsi. Then studying at USC and later working in the business, it meant coming up with varied concepts for campaigns that clients would use in the holy trinity of pre-Internet media: TV, print and direct mail. Idea after idea. Bought and sold. Every now and then one of those ideas would bloom into a huge success. I have to say, it’s been a great way to earn a living.

But the real beauty of what we do is often confined to the brainstorming sessions. Of course the output of brainstorming was reliably good — a kernel of a campaign concept that we could thresh into something bigger. But the fifty or hundred other ideas we dreamed up had bountiful possibility, too. Even better, I’d say because they were a little more out of the media-driven box. For every kernel created, there were also a few great ideas custom-tailored to support it.

Things that weren’t in the budget. Things we weren’t asked to do. Things that were never presented to the client. Little things, big things. Things the client could do, things their customers could wear. Things that had the real potential to make a mark in our media-cluttered world.

 

Yes, the three-headed print campaign king has been toppled and for some time. But the new king isn’t the latest CMS platform or even a keyword. It’s bigger than character counts and Snapchat.

At least for the next five minutes in marketing history, what’s king is the interesting extra ideas that for years were idled on the sidelines. The strategic anthems built to rally empassioned people together. The funny t-shirt that boosts brand recall and spreads the gospel. The targeted event that puts a product in exactly the right place and time for sonic impact. The “wouldn’t-it-be-great-if-we-could”s.

 

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Now
 
I, for one, am happy the other ideas are finally getting their era in the sun. And, even though I am squarely from the Spraymount and press type generation, I believe I have a lot more ideas in me.

Yes, the industry is different, but the work that goes into even the newest fangled digital campaign is decidedly old school. It’s built on an idea. And as long as there are people like me — and hopefully you too — there will always be ideas.

When the ideas are gone, that’s when we’ll really be in trouble.

 

So with my 28 years of experience I’m going to tell everyone to just settle down and relax. Advertising isn’t dead. It will exist as long as there is commerce. And as for us being relics? That’s not true either. If you’re a dreamer or a thinker, there’s business to be had.

posted by Julie Turner Apr 18,2016 @ 02:04PM

NEW WORK: Crafting a Digital Toolbox For a Construction Leader

Who knew construction and creative strategy had so much in common?

In the building trades, surprises are often expensive and time consuming for clients. When you’re sweating bullets over a multi-million dollar project on a tight deadline neither variable is particularly welcome.

Our client McCrory Construction is one of the most respected builders in the Southeast. One reason more than 90 percent of clients choose to work with them again is the ability to prevent those unexpected surprises and hurdles. Quite simply, the work they do before the build has built them an uncommon reputation. Fortunately, we can relate.

As communicators, we’re big believers in the value of the "before-you-build" focus. The magic of the creative process isn’t just the ideas generated by it, but what’s used to power creative engines, too. Discovery isn’t just a line item on an invoice; it’s the necessary investment in making a relevant, sales generating impact on your target audience.

 

mc_before_after_web.gifClick to view the new mccroryconstruction.com 

developed with Mad Monkey

 

So rather than simply create a new, responsive web presence to refresh their longstanding brand, we took the deeper dive and strengthened their market position in the process. Enter McCrory Construction; Nobody's Better Before You Build.

 

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Click to visit @McCroryConst

 

 

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posted by Julie Turner Aug 19,2015 @ 09:00AM

Be a Better Blogger Now

I’ll admit it. Sometimes even writers struggle with writing blog posts. Some days I stare at the monitor as my cursor and brain scream in unison: POST! DUE! TOMORROW!

Nothing 

A carbon copy of my current struggle unfolds at desks all over the globe, all day long, every day of the week. We fashion hard-working blog content strategies that will drive readership. Then, when the rubber meets the road, we jump ship just a few posts in.

Why do we even bother?

Hubspot says blogging boosts ROI, nurtures leads and gets your web pages seen. It’s true and you know it. That’s why you began blogging in the first place. So how can you get your posting schedule — or tomorrow’s post — on track right now?

So Easy a ___________ Can Do it

When it comes to blogging, the Internet giveth, giveth, giveth. Whether you crave inspiration, fill-in-the-blank simplicity, or a down-and-dirty shortcut, they’re everywhere online. Infographics, step-by-step guides, you name it. It’s there and here.

Since your post is due tomorrow, I’ve put a few of my favorite content kickstarts right here:

Put the title before the post.

Talk like a business or don't.

Make it perfect.

Start with a prompt or 500.

Visit Hubspot’s Blog Topic Generator.

Plan ahead so the next post is halfway done before you start.

 

Good luck and godspeed, fellow blogger. Looks like my post is done, too!

 

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