Things Our Grandkids Won't Believe We Said in 2018

Things kids won't believe we said in 2018

From an episode of Rick & Rick from earlier this year:  Rick Mathieson & Rick Wootten talk  about what data now shows IHOP'S "IHOB" stunt was a grand slam (sorry, Denny's). Plus: Things our grandkids will be amazed that people said in 2018.

Approx: 24 min

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2030 Job Titles That Don't Yet Exist—and Lessons BK Learned from Hackers

Figure 2B-1 Alex Bogusky
In an episode from July, Rick Mathieson and Rick Wootten discuss the hot topics in the week that was in marketing, media and pop-culture, including:

• IHOB, Revisited (:30)

• Have the 'Star Wars' movies been sidelined? (1:53)

• Summer box office roundup (6:40)

• Marvel stars who weren't Marvel fans growing up (this is gonna hurt) (8:06)

• Blast from the past: An IBM portable computer spot from 1975 (this hurts, too) (9:40)

• New augmented reality business cards (12:52)

2030 job titles that don't exist—yet (14:20)

Lessons Burger King learned from hackers (18:00)

 

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The Tech Marketers Love vs. the Tech Consumers Want

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In a all new podcast,  Rick Mathieson and Rick Wootten talk:

Netflix's hit series, Altered Carbon: It's not as far fetched as you may think (:36)

How to live inside HBO's "WestWorld" at SXSW (20:15)

KFC's Royal FCK-up (5:20)

NASA's new Coca-Cola Insta-Slushie (10:28)

The disconnect between the tech marketers love and what consumers actually want (6:24)

Whether brands really need a "voice agency of record (15:00)

Plus a whole lot more

 Or listen on iTunes:

Rick&Rick-Peak Smartphone Altered Carbon & More

 Meet RICK MATHIESON and RICK WOOTTEN


Rick & Rick: The One with the Super Bowl Ad Trends 2018 (Podcast)

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It's a Rick & Rick Rewind back to Super Bowl Sunday and the show we recorded the morning of the big game. In a special expanded episode, Rick Mathieson and Rick Wootten tackle:

  • Who we think will win the year's biggest games—football and advertising
  • Whether the estimated $5.2 million cost to run a 30-second commercial is even worth it
  • What research says about Super Bowl ROI and what the money would buy you in digital media
  • Super Bowl ad trends leading into kick-off—the viral videos, social media plays, teasers and more
  • Digital game plans from Pepsi and Mercedes—from virtual reality to branded mobile games
  • Our favorite spots and what we make of them

Some of the spots we talk about in this episode:

Amazon: Alexa Loses Her Voice

Doritos Blaze vs. Mt. Dew Ice

Avocados from Mexico

Jack in the Box: Martha Stewart

Toyota: Good Odds

Pringles: Flavor Stacking

 PLUS: Learn more about RICK MATHIESON and RICK WOOTTEN.


Rick & Rick: The One with 2018 Predictions in Marketing, Media & Tech (Podcast)

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It's our big predictions episode as Rick Mathieson and Rick Wootten reveal their top 5 predictions (some tongue-in-cheek) for marketing, media and technology in the year ahead.

What will 2018 have in store for AI, augmented reality, virtual reality, content marketing and more?

Listen now to find out:

Rick & Rick: Jan 2018 Predictions in Marketing, Media, Tech & More

(Approx 14 mins)

OR LISTEN ON iTUNES: Rick & Rick: The One with 2018 Predictions

(Approx 14 mins)

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Rick & Rick: The One with Silent Gifs You Can 'Hear'

First there were "chiastic" literary devices, and now, "virtual Evoked Auditory Responses" ("vEAR").

Rick & Rick discuss a piece in the New York Times about silent gifs you (and 70% of respondents in a recent survey) can "hear," including the one shown below.

Sure, they love SCIENCE! just as much as the next set of geeks. But as Rick Mathieson points out, it could impact the way we as marketers develop animated gifs and videos—especially the kind meant to work with and without audio for optimizing impact in social feeds.

It's applied SCIENCE! And it's very cool.

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CLICK TO LISTEN ON iTUNES: RICK RICK: SILENT GIFS YOU CAN 'HEAR'

Episode 10/Part 2 | (Approx. 2 min, 30 sec)

Do You Hear What 70% Hear?

 

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Top 10 Mobile Marketing Campaigns of 2017 (Video)

GenWowAwards_2017Longtime readers know that my annual list of favorites in mobile marketing rarely, if ever, have anything to do with "mobile advertising."

Why? For one thing, I believe that transferring ad models from one medium to another is beyond boring. For the other, just because an ad on say, Facebook, happens to be consumed on a mobile device doesn't make it mobile.

Still, as I discussed in my first book, BRANDING UNBOUND: The Future of Advertising, Sales & the Brand Experience in the Wireless Age, far too many marketers still think of mobile as a channel for variants on the age-old banner ad.

But this year, there were signs of life, innovations unique to the mobile medium or stemming directly from it. In fact, some efforts had nothing to do with a device called a phone—smart, mobile or otherwise. As it happens, the travel category figured prominently in our best-ofs.

Here's a purely subjective look at 10 that stood out to us in 2017.

#10: Faber Castell: 'The Never-Ending Forest' App

This augmented reality app from Faber Castell enabled kids to point their mobile phones at the brand's eco-friendly color pencils to watch them tome to life. They could then snap photos of up to 12 different animals, matching pictures with information about the animals and their habitat.

Among the results: 600,000 downloads in just 90 says, 76 million impressions, 4.5 million engagements on Facebook and Instagram, and more. A powerful way to educate and entertain through the power of augmented reality.

#9: Delta: 'The Dating Wall'

Delta put up scenes of nine exotic destinations on a wall in Brooklyn so singles in New York City could take selfies for their online dating profiles—as if they were jets-setting, globe-trotting bon vivants. All the better to inspire suitors to swipe right for romance.

#8: Amstel Light's 'Snatch' AR Game

It's like Pokémon Go - with beer. Dutch beer brand Amstel has teamed up with mobile AR treasure hunt app Snatch to give away 10,000 free pints to people who "snatch" and hold onto their prizes for up to six hours. Oh, and in addition to the free beer, there are 20 bikes at stake—and three trips to Amsterdam. They had us at "AR" and "beer," but those will work, too.

#7: S7: Ticket to Ride

In another travel-related mobile marketing initiative, Russian airline S7 bemoans the fact that consumers nowadays live vicariously through other peoples' Instagram images, "like places you've never been to, follow people, you'll never meet" - and encourages people to travel IRL. The airline even provides an incentive: A special web app where consumers can upload images of destinations they'd like to visit. The app generates a visual of a ticket to that destination, and offers a discount toward a purchase of real tickets there when consumers share it online.

#6: McDonald's Turns Drink Trays Into iPhone Boom Boxes

We're McLovin' this new promotion from Mickey D's, which turns their recyclable drink trays into boom boxes for your iPhone. It's not the first time this has been done, of course—Coca-Cola once famously turned a magazine print ad into a speaker system for mobile phones as well. But that doesn't make McDonald's promo any less fun (our loud).

#5: KLM Audio-Enabled, Location-Aware Luggage Tags

KLM Airlines is thinking beyond the flight to help visitors to Amsterdam make their way around town. Its new audio-enabled, location-aware "Care Tag" offers audio tips on things to see and do, based on where you are at any time. What's interesting is it consists of a speaker and an offline GPS module, so there's no telephony or Internet connection required. The voices even come from KLM crew members." Indeed, it's a perfect example of a travel brand using digital, data-based technology to extend the brand experience in a unique and compelling way.

#4: 'The Call': Send Personalized Videos About the Dangers of Driving High

An excellent personalized video campaign from Drug Free Kids Canada. Parents can send personalized videos warning against driving while high to their kids. Just as the onscreen character is receiving text messages from their parents wondering where they are, kids receive similar texts from their parents. It's a great conversation starter, and it joins a long list of brands using it for highly personalized video messages (see The On-Demand Brand for more). But here, it's put into service for a very good cause. Kudos to all involved.

#3: Coca-Cola Bottles Feature Removable Wristbands for Music Fests

Check out this inventive packaging from Coca-Cola, which came complete with removable wristbands that offer potential entry to music festivals. According to Marketing Dive, 75% of the teens in the target market were exposed to this campaign, which helped produce an 11% spike in sales. Even when they didn't win, consumers collected the bands as fashion statements. Talk about having a Coke and a smile.

#2: Recruit Lifestyle Company: Seem Mobile App

This Cannes Lions Mobile Grand Prix winning initiative enabled men to test sperm quality with their mobile phones. According to Advertising Age, when men put a drop of semen on a special lens applied to the phone, the app shoots video of the sperm and analyzes it for count, concentration and mobility. This was marketing that also helped improve people's lives—and a job well done.

#1: Gorillaz Augmented Reality App

You gotta love this campaign, which was awarded the Gold Lion at Cannes this year. As you enter the app, it superimposes elements from the make-believe band's albums onto your real-world surroundings, acting as gateways to an immersive Gorillaz House in celebration of the group's return after a seven-year hiatus. The festivities included more than 500 geo-located "House Parties" that saw 125,000 fans in 146 countries search for AR Gorillaz houses in their markets to stream Gorillaz' new album, Humanz. Let's just say it was a bit of a success. Major kudos to all involved.

 

Plus: These mobile winners are just for starters. Be sure to check out other mobile entrants in numerous categories throughout this year's GEN WOW awards for more.

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Top 10 Augmented Reality Campaigns of 2017 (Video)

Top 10 Best AR Campaigns 2017 GenWowAwards_2017Augmented reality-based marketing initiatives seem to have lost some altitude in 2017 compared to recent years—and that's probably a good thing.

Once a "me-too" phenomenon, a growing number of brands' AR initiatives have a solid reason for being or are exceptionally well-suited to the target audience.

Indeed, though it's often mistakenly called "virtual reality" (sorry folks, AR and VR are still two different things), the former is expected to eventually eclipse the latter because of an endless number of possible applications.

With AR viewers now available in the checkout line at even the smallest gas-'n-sip, perhaps they'll hit the 3.7 million units projected to be shipped in the next year.

Whatever the case, when brands do AR right, it can be a blast. Here's a look at some of our picks for the year's best (at least so far):

#10: 'Let's Be Evil'

Okay, we're cheating here—there's nothing AR about the experience. Instead, it's a movie featuring a dystopian vision for our AR-infused future. Here, it's all from the POV of "Glassholes." We have not yet seen the movie, but the trailer was too fun to leave off our list.

#9: John Lewis 2017 '#MozTheMonster' Holiday Filter

Longtime readers know John Lewis often makes our annual "Best of Lists." And they almost always involve the British retailer's integrated holiday campaigns, which are always crowd pleasers. This time out,  spots featuring Moz the Monster (#MozTheMonster") and are amplified by a soft Moz took, branded mugs, PJs, storybook downloads and a Facebook AR selfie filter (alas, described by at least one pub as a VR filter, which it is not).

#8: 'Ghostbusters: Dimensions' AR Game

It's hard to tell how much of this is just video or actual gameplay, but this promo from THE VOID and Sony Pictures looks like a lot of fun. A couple of key points: THE VOID develops experiences for certain venues. This was not a game you could download and play on your own. It also underscores the difference between AR and VR. Both WIRED and The New York Times referred to this game as being VR. From the promotional video at least, it appears to be AR-based, which helps explain how people move through it without the disorientation that often comes with VR-based experiences. For those new to this, AR layers digital elements on top of the real world, while VR immerses the user in a 100% digital world or experience.

#7: M&M's AR Billboards

To help promote the launch of M&M's new caramel flavor, the ever-popular Mars candy transformed a dozen billboards into an AR arcade that people could access via mobile phone. According to ADWEEK, it resulted in more than 466 million consumer impressions. 

#6: The Forestry Commission: 'Grufallo Spotter' AR App

Pokémon Go's got nothing on England's Forestry Commission. Its "Grufallo Spotter" AR app got kids to get excited about the great outdoors by getting them engaged with fun characters and activities based on the best-selling picture book. Check out a behind-the-scenes look, here and read more, here.

#5: Netflix Season Two 'Stranger Things' AR Experience and Filter

Readers may know that we're big fans of "Stranger Things" (Be sure to check out the latest "Rick & Rick" Podcast's season two recaps here). We're also fans of Snapchat (and more recently, Facebook) AR filters as promotional devices. So we were doubly pleased with Netflix's AR and VR-based filters for Snapchat. On the AR side, the filter applies Eleven's signature nosebleed to your face. Just don't raise your eyebrows—or you're thrown into the Upside Down. In the VR side, you're planted in Joyce Byer's season one living room, complete with creepy message lights.  

#4 Snatch: Life's for the Taking AR Treasure Hunt

It's like Pokémon GO—with beer. Earlier this year, Dutch beer brand Amstel teamed up with the mobile AR treasure hunt app known as Snatch to give away 10,000 free pints to people who "snatch" and hold onto their prizes for up to six hours. In addition to the free bear, there were also 20 bikes at stake, as well as three free trips to Amsterdam. But honestly, they had us at "AR" and "beer." But those other prizes work, too. 

#3: Beatie Wolfe—World's First AR-Based Live Streaming Music Event

First there were the NFC-enabled album covers you could tap with your mobile phone to bring up a website featuring one of her singles. This year, Beatie Wolfe launched an augmented reality-based live streaming experience to promote her latest album, Raw Space.

#2: Gorillaz Augmented Reality App

You gotta love this campaign, which was awarded the Gold Lion at Cannes this year. As you enter the app, it superimposes elements from the make-believe band's albums onto your real-world surroundings, acting as gateways to an immersive Gorillaz House in celebration of the group's return after a seven-year hiatus. The festivities included more than 500 geo-located "House Parties" that saw 125,000 fans in 146 countries search for AR Gorillaz houses in their markets to stream Gorillaz' new album, Humanz. Let's just say it was a bit of a success. Kudos to all involved.

#1: Honda: 'The Ultimate Get Well Card'

Hats off to Honda and agency RPA for this personalized AR experience for the Pediatric Brain Tumor Foundation at the Children's Hospital of Orange County. The idea: bring an augmented reality surprise to sick kids in hospitals over the holidays. Be proud, people—a touching and truly meaningful application of this technology.

Learn more about Rick Mathieson and iMathieson

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'Star Trek: Discovery'—Where No Streaming App Has Gone Before? (Podcast)


Why create a blockbuster new show and then hide it away where nobody will ever watch it?

Rick Mathieson and Rick Wootten assess the first episode of "Star Trek: Discovery," the first new show developed for CBS All Access, a kind of Netflix dedicated exclusively to CBS properties.

It must have seemed like a great idea at the time—create a show with a built in, hardcore fan base to draw new viewers to this new app. But is it enough to pull in the Ricktators, both lifelong Trek fans?

The first episode is solid, the 15-episode first season surely enjoyable, and a second season has already been greenlit.

Yet the Ricks have yet to watch another episode.

See what they have to say about the show and the legacy of Trek. Then let us know your own thoughts about "Star Trek: Discovery" and CBS All access.

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RICK & RICK: THE UNDISCOVERABLE STAR TREK?

>>CLICK HERE TO LISTEN ON iTUNES<<

 (Approx. 7 min, 2 sec)

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Marketing 'It': From Viral Outdoor to Virtual Reality & Beyond (Podcast)

Marketing it the movie
"It" is a hit. 

But why? In a podcast recorded during the movie's big opening weekend, Rick Mathieson and Rick Wootten talk about marketing campaign behind "It," which includes an ambitious VR experience, guerrilla marketing and more.


But was any of it even necessary? Or was this a movie that was just destined to make a killing? 

RICK & RICK RULE THE WORLD: MARKETING 'IT'

CLICK HERE TO LISTEN ON ITUNES

(Approx. 8 min)

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