|My Favorite Moment|
A special thanks to all my peeps who participated in the Twitter party at #OscarExp. Let's do it again!
As far as the advertising, I noticed an interesting trend ... one that I had not noticed during the other big pop culture moments this year at The SuperBowl, Golden Globes, or The Grammy Awards. The economy, our stressful lives, and the current state of affairs in politics has had definite influence on insight gathering and copy writing!
Take a look at JCPenney: the retailer just switched its business model to Everyday Low Prices and the brand's multiple executions last night as a premier sponsor talked about being "fair and square." American Express, another big sponsor, asked us to make every Saturday "Small Business Saturday" to support small business and boost the economy. During the Red Carpet (a brand unto itself) we saw yet another Chrysler "Imported From Detroit" execution where we were inspired by the words, "It's what you do when no one is looking that defines you." Wow.
The stress of being a Mom was celebrated and supported in a new Johnson's Baby spot ("You're Doing OK, Mom"), and even Dad finally got a little recognition of what he goes through in a Google+ execution of its current campaign.
We could even throw in the Diet Coke spot that celebrates the unsung, behind the scenes heroes of Hollywood as a nod to how hard we all work these days, often without getting our just reward.
I like the overall theme, I really do. It's a bit more insightful than some of the work we've seen during the other shows this year, and I believe it has the chance to resonate and motivate consumers a bit better. I find it all touching.
What's your experience? Jim
President of Cohn & Wolfe
Author of The Experience Effect series
Professor at NYU
BY THE WAY ...... Here are the winners from last night's #OscarExp! Congrats!
Movie Passes from Regal and AMC Cinemas:
- @critiques4geeks: first brand mention
- @mr_mcfly: first social media mention
- @MilliganEvents: first mention of a nominated film
- @RonCorning: first mention of Meryl Streep
- @KristinMachina: first mention of the length of the show
- @iammrsid: answered the question "what does JC stand for in JCPenney?"
- @amyvernon: most retweeted
- @ABHuret: funniest tweets
- @Phillyadman: most active tweeter
- @CrystalRobbie: most active retweeter
Boxed Set of Choice (random drawing):