Boston's Recent Marketing Prank Turned Terrorist Scare

Shar VanBoskirk

No doubt many of you are already well aware of the ad-campaign-turned-terrorist-scare that rocked us in the city of Boston on January 30.  I'm a little behind the 8-ball in writing up my thoughts about it.  But since it is still coming up -- both in our team conversations here, and out in the world at large -- I thought it would be worth talking about, even a few weeks after the fact.

The redux of what happened:

In an attempt to promote its Cartoon Network show "Aqua Teen Hunger Force," Turner Broadcasting positioned LED displays of one of the show's characters around significant city structures, including bridges and i-93, Boston's central artery. (See images of the devices here).

The question we've been debating internally, is: Was this good marketing?

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Google's Interest in Adscape Brings Credibility To Game Marketing

Shar VanBoskirk

There has been a lot of buzz this week about Google buying Adscape Media, a San Francisco-based company specializing in in-game ad placements.

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Does Inside Sales Belong In Marketing?

Laura Ramos

Happy New Year, everyone! Jeff reminds me that I made a resolution to blog more, so let me post a short one to start off and ask a question:

Does your inside sales/ telesales organization report up to the head of Sales or the head of Marketing?

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What's so interesting about AOL's bid for TradeDoubler?

Shar VanBoskirk

This past Tuesday, AOL put in a 6.3 billion kronor (about $900 million) bid for Swedish ad network TradeDoubler.  Although TradeDoubler's board voted to accept the bid, one of its largest share holders rejected the bid as undervalued.  The take among the investment community is that this is AOL's attempt to expand advertising revenues now that it has moved away from its subscription-based business model.  While I think this is certainly true, I find a few other angles of the potential acquisition more interesting:

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Consumers As Media: How Far Will This Go?

Shar VanBoskirk

AdAge just announced Gino Bona, a sales exec out of Portsmouth, NH as the winner of the NFL's "create your own Super Bowl commercial" contest.  And the NFL is not the only sponsor of viewer-created commercials.  Chevy and Frito-Lay sponsored similar contests for their own Super Bowl spots.

Then last week the news broke about the entrepreneurial "J.P" who was seeking corporate sponsors to pay him to propose to his girlfriend during a Super Bowl commercial.  The notion of using consumers to create ads isn't new and clearly consumers are actively creating their own media.  But these last few stories got me to thinking:  What happens now that not only are consumers creating media, but consumer actually are media?  Reality TV is huge.  And I would bet most of us have some fairly close connection with someone who has been on a reality TV show (my ex-boyfriend was fraternity brothers with the guy who "won" ABC's second season of "The Bachelorette."). 

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Better Late Than Never: Five Things You Didn't Know About Christine Overby

Christine Overby

Thanks for the tag, Pete! The more of these that I read, the longer I put this off. How can my life compete with knife fights in Moracco and killer golf handicaps (just kidding Julie and Laura)?!?!

But in the spirit of good fun, here are 5 facts about me:

1. I have unusually long arms. Did you know that most people have a "wingspan" -- the distance between your middle fingertips with your arms outstretched -- that's roughly equivalent to their height? Well, if I were as tall as my wingspan long, then I would be over 6' (I'm 5'8").  This is an endless source of amusement for friends, especially when I wear sleeveless shirts. One calls me Stretch Armstrong. [Sigh.]

2. I have a nerdy obsession with food writing. Not cookbooks and restaurant reviews, but hard core stuff from Harold McGee, MFK Fisher, and Brillat-Savarin. I also like to make a mess in the kitchen, but don't ask me to replicate dishes since I never measure and always second-guess recipe ingredients (the analyst in me, I guess).

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Blog Tag Continues: Five Things You May Not Know About Laura Ramos

Laura Ramos

So it looks like Peter Kim and Eric Kintz have innocently conspired to whittle away at the precious little time standing between me and a long end-of-the-quarter winter's break. While some corporations may frown on an employee spending a few minutes to join a game of corporate blogging, I suspect the outcome will be both a little surprising and beneficial to the bloggers who decide to play. The Internet has truly made the world a much smaller place, as I believe this blog tag game will show.  Here's my contribution, 5 things about me that some of you may not have suspected:

1) I was born in Japan, but am not a Japanese citizen.  (My dad was in the US Navy for 23 years.)

2) During college summers, I worked onboard Navy ships in San Diego for the Naval Sea Support Center (See a common theme here?)

3) Everyone in my immediate family plays golf.  While my handicap is too embarrassingly high to mention (my 9-year-old daughter occassionally hits the ball farther than I do,) my 14-year-old son's handicap is around 12 and my husband's is a 9. As further proof of our golf insantity: over the summer, we had an artificial putting green installed in our backyard.

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Anti-Social Computing?

Shar VanBoskirk

We’ve been talking a lot in our research about the importance of “Humanizing the Digital Experience” – that is, using ever more and more prevalent digital channels to extend the personal connection marketers have to their customers.  And yet, I feel like most marketers actually need to focus on humanizing the human experience first.  In fact, I would argue that advances in technology are actually limiting the inter-personal interactions we have with human representations of a given brand.  Let me explain what I mean.

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B2B Marketers: Gearing Up For Podcasts?

Laura Ramos

Hey B2B marketers, sorry about the hiatus in blog postings of late. My new year’s resolution is to post more often. The other thing I’m going to try in the New Year is to take a closer look at the impact of emerging technologies on business marketing.


In keeping with the theme of the previous post, I plan to team up with my Forrester colleague, Brian Haven, and look at when podcasting may be better suited for B2B marketing. For a preview, watch for Brian’s soon-to-be-published research called “Making Podcasts Work For Your Brand” where he highlights 9 techniques for creating successful podcasts.


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Listen Up! Announcing Forrester Podcasts

Shar VanBoskirk

In the name of “humanizing the digital experience” – the theme from Forrester’s 2006 Consumer Forum -- we’ve decided to try a new way to deliver you relevant research content to make you more successful in your job: Forrester Podcasts! 

Our first installment of podcasts focuses on interactive marketing including: mobile marketing, social computing, consumer generated content, word of mouth marketing.  And it includes a conversation with Pete Kim about his big idea for re-inventing the marketing organization, and the work I have in progress about the interactive marketing organization.  Our podcasts also sample some great Forrester and industry presentations from our Consumer Forum featuring Jim Skinner the CEO of McDonalds, Michelle Peluso, President and CEO of Travelocity, and Jeff Hicks the CEO and Partner of agency giant Crispin Porter & Bogusky among others.

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