Okay, I was thinking Tom Petty was not a horrible choice for half-time show -- it being Amuhrican futbol, and all, not really a great spot for Prince. But Petty's just old. And boring. And looks very silly with a beard. Where's Bruce or Mellencamp? Or the Dixie Chicks? Or, gawd forbid, Garth Brooks?
Was that the best UGC that Doritos could do? Yikes. Bring back the pros. But you can vote on YouTube. Points for doing the viral thing right, even if the results are uninspiring. Oh, wait, this is from last year's Super Bowl. So this is the "winner" with a grand total of 115K views. Yeah, bring back the pros.
P&G runs its award-winning "Talking Stain" spot, and tells you to go to mytalkingstain.com to do some fun viral stuff (it's also promoted on Tide.com's front page). I mis-remembered the instructions, and Googled both "talking stain" and, later, "my talking stain" with no Tide results paid or organic, on the first page. First law of viral videos: do your SEO and SEM.
Cute Audi R8 ad, but will anybody actually get the Godfather reference? I guess it is a luxury sports car for Boomers. Pepsi Max goes for a much younger demo. Audi, at least, prominently features a URL.
AOL Super Bowl ads section is live -- and I found it by Googling -- but awaiting content "coming soon". Huh? Notice these ads are on YouTube, though they're not promoted in a channel. Yahoo has 17 spots in a section that's a little hidden. In fact, it may be user-generated. MSN - zippo.
Gi'nts look loose, but Pats are the Pats. Whoops, Pats TD.
For the past 3 weeks, Forrester has sponsored a B2B marketing survey on Web 2.0 and Customer Marketing Program Trends. So far, we have received 185 responses from marketers like you. I thought you might like to see a preview of one of the more interesting findings.
When it comes to Social Media use and Web 2.0, B2B marketers I talk with usually raise the topic of blogging. They want to know "who is doing it well?" and "what benefits have they achieved?" In the survey, when we asked "Which statement BEST describes your corporate experience with blogging so far? (Please select one response)," B2B marketers told us:
There's no shortage of comment around the blogosphere today about a possible combination of MSN and Yahoo, and its potential to threaten Google's dominance. But while it's useful to keep in mind what impact this will have on music, messaging, or other verticals, I'm going to stick with talking about search -- because that's the only advertising-related market in which a combined MSN/Yahoo would directly compete with Google (while AdSense is improving, that's just repurposed search -- and Google is almost a complete non-entity in graphical advertising), and more importantly because that's where the real money is.
So could a combined MSN/Yahoo search engine compete with Google in Europe? Well, no and yes.
You probably guessed from my first take, that I don't love a Microsoft-Yahoo! forced marriage. Mergers are practically impossible, they're distracting -- possibly deadly -- in tough competitive environments, and their objectives are usually better served by other kinds of partnerships. But there's a reason Microsoft has to do something, and this may be the best available something.
Here's the logic:
- This is about platforms, and Yahoo, while an also-ran in that battle, is possibly the best way to jump-start Microsoft's.
- Google is not just the most important platform player in the consumer Internet, it's the most important in IT. Google's search plus cloud-computing funded by advertising approach is rapidly replacing desktop operating systems as the hub of technology innovation. Heck, even Gartner says consumer is where it's at in IT.
Part of me wants to ask: Wouldn't the best partner for either Microsoft or Yahoo! be a traditional media company? But then, that never worked for AOL like it should have. Some observations:
- Audience. I haven't done the analysis yet, but both MSN and Yahoo have such large, general reach in the US, I doubt there will be much addition. Both are general-purpose portals with strong e-mail bases -- we're not talking about putting a lot of specialty niches together. Yes, there will be much more total time-spent or page views, but that's not the problem. If either company could monetize their remnant inventory really well, we might not be seeing this.
- Search is another story. Presumably, Microsoft would get instant reach for its search technology, and will satisfy those who have been advising Yahoo to get over it, and just use somebody else's search -- though "they" usually mean Google's. They're talking about scale economics on the concall, but both portals already have scale in display. This is totally about search. Neither company has scale outside their own properties for their ad networks or exchanges.
- Microsoft has never done a merger this big before. Last time Yahoo did -- Overture -- it took a loooooong time. And there may be white knights around, I suppose, since it's unsolicited.
In an amusing and still informative Journal article about Frito-Lay's "risky youth strategy" for Doritos, we get this:
"Doritos is about breaking the rules," says Ann Mukherjee, a vice president of marketing for Frito-Lay.
But the piece ends with this:
...Ms. Mukherjee, a Kolkata native, wasn't going to let the provocative hip-hop flavor of the video offend viewers used to more modest Indian dances. She quickly vetoed the tight black shorts on one svelte dancer. "What you don't want is any backlash from any community," she said. "You don't want anyone saying Doritos crossed the line."
An excuse to link to a Jupiter globalization report.