Reflections on Mass to Grass Part 2
Douglas Walker, World Rock Paper Scissors Society
You’ve probably heard of this. The little Rock Paper Scissors society that started circa 1995 only to become one of the most entertaining success stories in sports, all thanks to the internet. All word of mouth promotion. Only 1 press release (per tournament I assume?).
We finished things up by playing a giant rock paper scissors tournament. I got beat flat out in my first best of three, and then won a few after that. Good times. Although, I call it “Paper Scissors Rocks” not “Rock Paper Scissors”. Maybe “Paper Scissors Rocks” is the Newfie version. Always have to be different don’t we?
Consumer Generated Content and the Media: Friend or Foe?
*Concurrent Sessions*
I liked this panel. It feature Louise Clements (VP Digital and Interactive, Rogers Publishing), Pierre Delagrave (President, Cossette Media), Hunter Madsen (Head of Marketing, Yahoo! Canada). The panel was moderated by Mirabel Palmer-Elliot of Rogers Consumer Publishing. Unfortunately, there were some technical difficulties. The internet wasn’t working, meaning none of the panel were able to link to online media. Pierre’s frames looked especially interesting and it was a shame we couldn’t see the full video format.
Still, the panel managed to make things interesting. I especially enjoyed Hunter Madsen’s model that shows the effects of consumer generated content on the traditional media.
Going Viral & UGM
*Concurrent Sessions*
I knew this would be good. Three respected ad agencies telling some of their viral success stories. It was moderated by Louis Gagnon of monster.ca.
The highlight? By far the Dove Beauty viral film done by Ogilvy and Mather. Big surprise there. Janet Kestin presented it. It was great to listen to Janet describe the creation of the video and the kind of success it generated. She seemed genuinely passionate about viral, which was nice to see. It always helps when a speaker is passionate about what they do. Her advice to anyone trying to do viral: Let it go. Formulas are boring. Demographics are dead; Look at interests, not age and income. Play.
Also, for every viral success story, there are hundreds (if not thousands) that tried and failed. I forget who made this point. Actually, I think it was made several times throughout the day.
Kyle Mac Donald: One Red Paper Clip
Really Funny Guy. You’ve heard the story, but you have to hear him tell it in person. Very down to earth. Just another twenty-something year old guy. Yet, he was able to hold a room of about 200 experienced marketers (well, 199 plus one PR student) for almost an hour.
Does marketing work in Social Media and Virtual Worlds? *Concurrent sessions*
Social media discussion featuring three guys that really know their stuff. Rob Cottingham, David Jones and Steve Osgoode took questions from moderator Michael Seaton and a crowd of social media enthusiasts.
Answered some of the standard questions.
Best line: You gotta have guts and be willing to take risks.
That about it sums it up.
The Great “Word of Mouth” Debate
I’m not going to lie, I was fading fast at this point. My simple mind could only absorb so much in a single day. Good thing they decided to save this panel until the end. It was a hot little debate.
The panel:
Geoff Craig, VP, Home and Personal Division, Unilever Canada
Cam Heaps, President, Steam Whistle Brewing
Rob Kozinets, Professor, Schulich School of Business and WOMMA Board Member
Martin Ouellette, President and Creative Director, Provokat
So, four different guys from four very different establishments. You knew there were going to be some disagreements. Surprsingly, they found more to agree about than disagree. Topics covered included: Definition of WOM, Is there such a thing as bad publicity? What is ethical in WOM complete with a discussion of Walmart/Edelman and Aqua Teen Hunger Force. WOM code of ethics. How has branding changed?……..and others
The highlight for me was seeing Geoff Craig getting questioned on his company’s Bridezilla viral video. He took a little heat, but I thought he argued his points quite well.
And that was it.
Thanks to CMA for the student discount rate. I gotta take advantage of these rates while I’m still a student. I’m pretty sure I got more out of that one day conference than I did this whole past week in school.
The lesson? Um, not really sure. Maybe Humber should look into developing their curriculum around viral videos.
CP Style Guide Goes Viral………Somebody phone up the chicken mcnugget guys……….I think I got something here.
