IN THIS EPISODE:
🎄 "The Free Guy." Coke Zero bottles wage an OLED-based lightsaber battle. Netflix makes it safe for other nice brands to make the naughty list on Twitter. ''The Crisis on Infinite Earths" has begun. The Peloton Wife gets a new beginning—thanks to Aviation Gin. The 5 fastest-growing brands of 2019, and more. From December 8.
🎁 One Rick is ready for Christmas—the other, not so much (at :40 sec)
Welcoming our new sponsor, Taskin—the first name in stylish, premium-quality travel gear—taskinsf.com (at 1 minute 32 sec)
💊 Blue Pill, Red Pill: DC or Marvel? McDonald's or Taco Bell? Rick W. has a surprising answer (at 2:55)
🎬 Ryan Reynold's "The Free Guy" trailer drops, and the Ricks are here for it (at 3:56)
💥 "The Crisis on Infinite Earths"—the mother of all TV crossovers has officially begun (at 5:57)
📣 Netflix tweets, "What's something you can say during sex, but also when you manage a brand Twitter account"—you won't believe how other brands respond (at 8:43)
🍸 The Peloton Wife gets a new beginning—courtesy of Aviation Gin (at 10:25)
⚔️ Coke Zero bottles use OLED diodes to wage a lightsaber battle between Rey and Kylo Ren (at 12:18)
📈 Door Dash, Impossible Foods, White Claw, Postmates and ?—the 5 fastest growing brands of 2019 (at 13:37)
🧒🏼 👴🏼 Which brands win most with Millennials and Boomers? (at 14:24)
🎅🏼 Which CPG brand helped create Santa as we know him today? (at 15:19)
Listen on iTunes—or download:
Approx. 17 minutes, 32 seconds. For US audiences. Review cookie and privacy policies for iTunes, Spotify, Soundcloud and all other streaming services.
Singles Day scores $1 billion in its first :60-seconds. "Arson Frog" and "Okay Boomer" have meme warfare raging among generations. Plus: Twinkies cereal ignites a social media storm, what fMRI tells us about holiday shopping behaviors, why the future of VR may stink, Loaded Questions, and more.
IN THIS EPISODE
📺 'Prime' Evil: 'Man in the High Castle' Season 4 (at 1 minute, 43 sec)
🤯 Meme Warfare: 'Arson Frog' Catches Fire as 'Okay Boomer' Explodes (at 3:26)
💩 Smell-o-Vision: Why the Future of VR Might Stink (at 5:50)
💰 $1 Billion Sold in :60-Seconds: Our Singles Day Scorecard (at 7:16)
🤢 Turducken Pringles: Any way you stack 'em, someone's sure to cry fowl (at 8:53)
🥣 Twinkies for Breakfast: Social Media Cause Célèbre—or Cereal Offender? (at 10:08)
👺 Why Deep Fakes Mean Real Trouble for Business in 2020 (at 11:44)
🛍 Google Data: Top 3 Best (and Worst) Holiday Purchase Influencers (at 13:06)
🧠 What fMRI Brain Scans Tell Us About True Shopping Influencers (at 13:50)
🎅🏼 Six Fewer Days for St. Nick: Online Retail's Race Against the 2019 Calendar (at 14:58)
Listen via streaming, or click here
Approx. 16 min, 5 sec. For US audiences. Review cookie and privacy policies for iTunes, Spotify, Soundcloud and all other streaming services.
For all the targeting capabilities martech is bringing to bear these days, it may offer less than we realize in understanding, much less predicting, what products we are most likely to buy, or what we really want from a brand.
The fact is, people may not (in fact, usually don’t) really know what they prefer, or they may edit their real preferences when asked about them—revealing what they think they think, or what they'd like to think they think. Social desirability (the urge to seek approval) may shade their responses. Or they may just want to pick “the right answer” in surveys and focus groups.
Which brings in the whole field of neuromarketing and the use of functional magnetic resonance imaging (fMRI), or “brain scans,” to quite quickly and accurately assess the neurological impact of advertising across the parts of the brain associated with "value," "emotion," and "motivation," according to Insead Knowledge.
Ferreting Out Focus Group Fallacies
As I discussed in my book The On-Demand Brand, scientists at Baylor University, for instance, have used fMRI to determine true preference for Coke or Pepsi, and scientists at UCLA can tell whether you’re really a Republican or a Democrat. Meanwhile, Mars long ago discovered that fMRI had the most predictive of in-market ad effectiveness. Survey results didn't even come close. Put another way, fMRI "shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences), rather than information (brand attributes, features, and facts)."
As Insead puts it, advances in Electroencephalography (EEG) also show promise in assessing memory processing, attention, and emotional engagement. According to Martech Advisor, for instance, Cheetos once discovered that while focus group participants said they didn't like an edgy prankvertising-style commercial, brain scans showed they actually loved the spot. Participants said they didn't want to admit liking it for fear of being judged. The prank campaign was a huge success and helped Cheetos position itself around mischievousness and thrill-seeking.
Perhaps more importantly, these technologies are helping marketers understand how to manipulate consumer emotional response as well. Harvard Business Review once famously pointed out that fMRI showed that showing a higher price tag while people were tasting identical wines made the wine taste better—by "changing the actual neural signature of the taste."
From Brand Promotion to Breaking-and-Entering?
Still, the whole notion of neuromarketing raises serious questions. What happens when guesswork is taken out of advertising?
As Campaign recently pointed out, technological advances are such that we're not far from a day when your brain's activity signals will be made available to a degree in which "brands will be able to literally read the market's mind, in real time." One can just imagine what brands—or platforms such as say, Facebook—might do with that kind of intelligence.
What happens when the same technologies that track our behavior can also scan our brains as we drive past billboards or walk into stores, to send us just the right pitch—nearly guaranteed to work—right at the most opportune moment?
What responsibility do marketers bear in protecting consumer privacy and, for lack of a better term, mental sovereignty? What do we, as a society, need to do to make sure that happens?
A haunted house that's so scary, it requires a 40-page waiver. Why lab-grown brain matter may be sentient. Kellogg's follows the Ricks lead on cereal-infused IPAs. Marvel's latest ugly Christmas sweaters, and a whole lot more.
IN THIS EPISODE:
👨🏻🚒 Burn Notice: Dry, windy conditions have California in the hot seat (at :52 seconds)
💀Hell House: A haunted mansion that's so scary, nobody has made it through—despite a $20K reward (at 1:41)
🧠 Is lab-grown brain matter sentient? Science says it's a nightmare possibility (at 4:07)
🥪 Love at first bite? Lays' new Grilled Cheese & Tomato Soup potato chips (at 6:02)
🍺 Did the Ricks inspire Kellogg's new Corn Flakes IPA? We'd drink to that (at 6:47)
🎅🏼 Ho-Ho-Hostess: Chocolate Mint Twinkies take the holidays by storm (at 8:55)
😋 Rick W. may need a few minutes alone with his It's-It (at 9:51)
🗿Chocolate-covered Oreos for the ages (at 12:08)
👻 Sheet Hits the Fans: Marvel's new trio of ugly Christmas sweaters (at 13:00)
🧛🏼♂️ Halloween Sales: Flying broomsticks, or down for the count? (at 14:12)
🤢 Beware the Booger, Man: This year's best tasting Halloween candy (at 15:55)
🧙🏼♀️ Bloody AOL: This year's most popular Halloween costumes (at 16:50)
Approximately 18 min, 7 sec. For US audiences. Review cookie and privacy policies for SoundCloud, iTunes, Spotify, and all other streaming services.
DIY audio deepfakes. Tinder's new choose-your-own-adventure streaming series. The new app that tells you if the people texting you are being flirtatious, or if you're strictly friendzone. Plus more.
IN THIS EPISODE:
💥 JJ Abrams enters the Spider-verse, with a little help from his son (at 48 seconds)
😍 Flirt-worthy, or strictly friendzone? A new app scans your text conversations to find out (at 2 min, 52 sec)
🙅🏻♂️ A new app allows you to create audio deepfakes of yourself—so what could go wrong? (at 4:51)
☕️ Is it Pumpkin Spice—or poison? And did a 23-year-old woman just find out the hard way? (at 5:58)
💏 Swipe left or right? Tinder's new choose-your-own-adventure-style streaming series (at 8:02)
🥤 Shake a Coke and a Smile: New Coke cans trigger cool new augmented reality experiences (at 9:18)
🎧 Thanks to Google algorithm updates, podcasts are the new webpage (at 13:03)
📰 What those Google algorithm changes mean to news aggregators may be bad news
🛒 Which generation has the most ethical shoppers? Spoiler alert: It's not the Boomers
🎅🏼 It's still summer, so of course these two brands are already running Christmas ads
Approx 17 min, 34 sec.
For US audiences only. See cookie and privacy policies for SoundCloud, iTunes, Spotify, and all other applicable sites, apps, and streaming services.
Inside Mary Meeker's 2019 Internet Trends Report. Grand Prix Winners from this year's Cannes Lions Advertising Festival. Miller Light turns a beer into a game controller. Plus, all the coolest Funko toys headed to San Diego Comic-Con, and a whole lot more.
IN THIS EPISODE
🕷 'Spider-Man: Far from Home' arrives just in time (at :48 sec)
🦇 Poll about best Caped Crusader leaves out Adam West, fans go batshit (at 1:26)
🍻 Miller Lite turns a beer can into a game controller, and we'll drink to that (at 3:39)
👍🏻 Who's a better Internet role model: Keanu Reeves or Mark Hamill? (at 6:20)
🤡 Chuckles, Krusty, or Pennywise? Funko's funky Comic-Con line up (at 8:32)
📱 Key insights from Mary Meeker's 2019 Internet Trends Report (at 10:20)
🏆 Grand Prix winners at the 2019 Cannes Lions Advertising Festival (at 19:08)
⭐️ Holy Hollywood icons: Look who's getting a star on the Walk of Fame (at 22:03)
🦁 2019 Cannes Lions' Buzzword Bingo (at 22:40)
🦸🏻♂️ More special edition toys coming to San Diego Comic-Con (at 24:04)
Approx. 27 min.
(For US audiences. Be sure to review privacy and cookie policies for SoundCloud, iTunes, Spotify and all other streaming services.)
In this Episode:
🚀 "Space" Jam: Pearl Jam's New Space Needle Time Capsule
(at 1 min, 30 sec)
💥 ComicCon: Marvel & WB Pull Out of Hall H
🍸 Booze is the New Wellness Drink?
🧔🏽 Gillette's "First Shave"
⛑ Shocking Los Angeles: "Mass Shooting Insurance"
🏞 One Outdoor Brand's Search-Jacking Jumble
🤧 Inclusion: "Man-size Kleenex"
(Approx. 15 min, 40 seconds)
For US audiences. Review cookie and privacy policies for Soundcloud, iTunes, Spotify and all other streaming platforms.
Dollar Shave Club celebrates 'Dad Bods.' Ikea turns your living room into the set of your favorite sitcom. How to become a bolder brand. Top on-page SEO factors. And enter: The Bancake List, targeting iHob haters, plus more.
In this Episode:
🎸📺 🎧 iTunes, RIP (at :52 seconds)
👨🏽💻 Apple's $999 monitor stand (at 2:30)
▶️ Disney v. Netscape (at 3:52)
🦇 Batman Does Buehring (at 5:30)
🙈 Dollar Shave Club Puts 'Dad Bods' on Display (at 6:40)
🥞 iHob's 'Bancake List' (at 8:25)
🛋 IKEA's Sitcom Living Rooms (at 9:55)
💪🏼 How to Be a Bolder Brand (at: 11:14)
🕵🏽♀️ Top On-Page SEO Factors (at 14:07)
🧟♂️ Crazy Upcoming Animated TV Shows (at 15:03)
🍻 Getting Fined for Bailing on Your Brew Crew (at 16:30)
Approx 18 min. For US audiences. Review cookie and privacy policies for SoundCloud, iTunes, Spotify, all other sites and players.
New Coke returns after 34 years. Nike gives Fortnite characters some badass kicks. Magical marketing words. Your chances of dying from everyday activities, and more.
In this Episode:
😡 "Brightburn" Torches the Superman Mythos (at :52 sec)
🕺🏻 Don't Go Dancing: Your Surprising Chances of Dying Doing Everyday Things (6:01)
🥤 New Coke Returns in Cross-Promo for "Stranger Things" Season 3 (at 8:52)
👟 Nike Skins Jump into Fortnite (at 10:08)
🧒🏼 "Runaway Train" Music Video Brings Geolocation to a Good Cause (at 11:10)
🎩 18 Marketing Words That Boost Conversion (at 13:07)
🍔 BK "Whopper Detour" Case Study (at 14:22)
👩🏼🎤 Snap's Singing a New Tune (at 16:06)
(Approx. 17 min 30 sec)
(For US audiences; review cookie and privacy policies for iTunes, SoundCloud, Spotify and all other streaming services and sites)
Move over, Eggo Waffles: 'Stranger Things' has its own Lego Playset, now. Gen X runs for President and gets upstaged by a Millennial. Why the role of the CMO isn't want it used to be—plus a whole lot more.
IN THIS EPISODE:
🍿 'Wick' wows Wootten (at :50 seconds)
🐲 Name 'Game': 'GoT' finale and the babies named after the show's characters (at 1:42)
😡 Red Son: 'BrightBurn' reimagines the mythology of Superman (at 2:42)
🧟♂️ New Lego playset is one of the 'Stranger Things' we've seen this week (at 3:47)
🎮 Sony's gaming pact with Microsoft—did anyone tell the PlayStation team?(at 4:56)
💑 LaCoste commercial is a visual tour de force (at 8:03)
🤹🏻♀️ Meet the Chief Engagement Officer: The changing role of the CMO (at 10:48)
🇺🇸 Molly Ringwald for President? Gen X runs for office (at 14:02)
⏳ At T-minus 6 months, are you ready for the California Consumer Privacy Act? (at 15:07)
💋 The lip-lock that broke the Internet (at 16:03) Approx 17 min, 35 sec. For US audiences only. See cookie and privacy policies for SoundCloud, iTunes, Spotify, and all other applicable sites, apps, and streaming services.