Deconstructing Microsoft’s Latest Campaign

The blogosphere has been abuzz with some criticism of Microsoft’s latest advertising campaign, “Laptop Hunters.” The idea behind the campaign is that Microsoft filmed individuals who thought they were participating in market research and offered them a free, brand new laptop  as long as it was under the given $1,000 or $1,500 budget.

It turns out, some fanboys analyzed each frame of the the spot dubbed, “Lauren.” The so-called Lauren featured in the commercial is actually a Screen Actors Guild actress, and not some random consumer. They also picked out certain details including a person who conveniently walks in and out of an Apple store near the same position.

There a few other things that the author, Freddie Laker, writes about, but the moral of the story is that social media is an extremely powerful tool. While marketers continue to capitalize on its power to leverage their brands, they must remember that the power can go both ways.

Read more at Advertising Age

We’re Done!

As of yesterday afternoon, I received word that both the New York and DC offices of the American Advertising Federation received our final books for the 2009 National Student Advertising Competition (NSAC)! After long days and nights working on this, I’m happy with our final product, and I think we have a pretty good shot of winning districts.

I also received an email this morning stating that two teams in District Two have dropped out, meaning we have an even better shot at winning. Now that I’m not spending so much time in D4, I’ll try to pick up on my posting again.

Kellogg’s Tests New Box Shape

In an effort to increase efficiency, maximize shelf space, and remain relevant, cereal company Kellogg’s is testing a new box shape in the Detroit area. According to Ad Age, this is the first major box redesign since the 1950s. The new design is also meant to be more pantry-friendly to consumers.

[Via Ad Age]

Filipinos Big on Stars

It’s not common to come across an Ad Age article talking about the ad industry in the Philippines, so being a first-generation Filipino-American, this article caught my eye. Roger Pe mentions how six out of every 10 commericals found in the Philippines use some sort of celebrity endorsement, and most of the time, it’s a movie star.

Pe explains that while using bright stars is a great way to gain attention and boost sales, it may not be the best strategy for brands in the long run. As stars burn out and get old, brands that depend on their celebrity status can die with them.

[Via Ad Age]