Time. Much more than the Present.

November 15th, 2009 • Strategy
Tags: Adaptation Marketing, Agencies, Bud Caddell, Business, Cool, Creativity, Fast, Future, Philosophy, Prediction, Presentation, Strategy, Time, Trends, Undercurrent, World

Bud CaddelI is a strategist the awesomest strategist ever at Undercurrent NYC and I read his blog for quite some time. This deck by Bud is about time. Basically about the question how we design experiences around how humans perceive time. I am not quite sure if you gave an answer to this question, Bud, but I love the way you tell your story (especially the Austronaut Allen part). By the way, I found this deck on Griffin Farley’s blog which I hereby recommend to my readers as well.

Adaptation Marketing. Miracle Whip on the fast lane.

November 13th, 2009 • 3 comments Ads, Brands, Experimental, Ideas, Media, We like
Tags: Adaptation Marketing, Brands, Colbert, Cool, Creativity, Experimental, Fast, Funny, Ideas, Media, Miracle Whip, Real time, We like

About a week ago I reviewed Forrester’s concept of Adaptive Marketing – a framework in which brands react fast on a given context using the means of microstrategies. This week Miracle Whip showed how this might look like. Background: On October 15 Comedy Central’s notorious Stephen Colbert made fun of Miracle Whip’s new ad campaign which stages urban, young hipsters doing fancy stuff with Miracle Whip (you know what I mean).

As a traditional brand you would not react on it. But now comes Adaptive Marketing into play: Miracle Whip’s declaration of war to Stephen Colbert ran as full-page ad in various American newspapers only a couple of weeks later, striking back at Colbert (see the full size ad)… “On Thursday, November 12, we will dominate the airspace on your show. With every commercial break, your viewers will be exposed to hardcore Miracle Whip attitude and revelry. You will see our legion of (as you call them) “mayo nay-sayers” snarfing sandwiches topped with our one-of-a-kind flavor in a very cool and totally hip way. They will be in your face and massively dope. It goes without saying, they WILL NOT TONE IT DOWN.”

And

“We’re on a mission.

We’re taking no prisoners. We’re raising Hell, Man.”

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