Marketing Games: Real Campaigns, AI Fakes & Hills to Die On

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 (Music)

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Speaker 1

 today’s episode Heather you’re back again back

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Speaker 1

 All fun stuff nothing nothing crazy here No, maybe maybe a hot take or two, but like really we’re playing games that right that I made up with a Heavy dose of assistance from AI amazing. So you will see me reading a fair amount You

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Speaker 18

 know, it’s like holiday weekend time.

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Speaker 1

 Yeah, exactly. I mean it’s got a like a marketing tilt to it You know, but it’s just also not like it’s just not that serious and that’s what we need right now. Okay, right That’s how I feel. It was a stressful day a stressful week Just a stressful time. Yeah, it is a stressful time, but Poppy started a daycare So, you know that like yeah that gets me that gets me but she’s doing great Slap last night 730 to 630. The only thing I really care about is how she sleeps at night.

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Speaker 18

 So she’s yes She’s having a great time. She’s getting all that tummy time and exercise. Exactly Well, they have like

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Speaker 1

 all these like bouncer seats. So they’ll send me pictures of like four babies in a row and bouncers I’m like Okay

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Speaker 1

 before we get started PSA for the people on video who literally don’t care but I’m gonna use it as a PSA I Had a little spot on my face removed Felt it and it was rough in texture for like three weeks. It was just this teeny tiny thing I messaged my Durham and she said that sounds precancerous So she came at me with a liquid nitrogen little sprayer last week and now it’s healing up real nice But it’s very interesting They spray you two times and then you get this huge blister on your face and the like dark spot is on top of the blister And then it just sluffs off So never had one on my face.

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Speaker 18

 I’ve had him like cut off But those they don’t they aren’t so gentle you just like take a knife.

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Speaker 1

 Yeah, it’s got melon ball. I’ll back it off. Yeah, exactly

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Speaker 1

 Well, if you haven’t gotten your annual skin check, please do I know one person here messaged me and said you inspired me to get My none. I said oh good that scary

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Speaker 1

 No, anyways good conversation well and we work with lots of different companies that do cancer screenings So we might as well, you know push the agenda if you will. Oh, sorry about that Greg

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Speaker 1

 Okay, game number one. Are you ready? I am ready. This is called real campaign or AI campaign. Oh, gosh okay, so some of these will probably sound familiar but a lot of them I I Didn’t recognize and some of them are AI. So we’ll see if you can tell the difference. Okay, number one Saravi claimed Michael Sarah was secretly the mastermind behind the brand. Oh, that’s true. That was a real campaign That was real and actually I think that was a very good Super Bowl campaign. I think it was yeah Yeah, and it was like well, yeah, obviously it’s Michael Sarah. That’s hilarious. Yeah Okay, number two Heinz released an all red puzzle with 570 identical pieces during the pandemic inspired by how how slowly ketchup comes out of the bottle

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Speaker 18

 I’m gonna that sounds like something they would do but Guessing it’s AI lock it in locked in AI. No, that was real.

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Speaker 1

 I was gonna say that Something they would do so hard but also like Kind of brilliant like so inexpensive like there’s right to create something like that and it reminds

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Speaker 18

 people, you know But whatever it is the 507, isn’t it? Or something?

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Speaker 1

 Oh, yeah, the 57 on the bottle. Yeah. Oh, I didn’t even pick up on that your Brill um I also wonder with with stunts like that if they actually like produced a lot that you could purchase or if it was just like They put out a press release that they like, you know, they did two of them. Yeah Okay. Number three Taco Bell opened a pop-up retirement home where Gen Z customers could experience stereotypical senior activities like early bird dinners knitting and pickleball Well, that sounds

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Speaker 18

 absolutely fabulous. They should do that. But i’m gonna assume that’s AI.

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Speaker 1

 No, it was real as well Which I didn’t see that one. Well, I didn’t see that so I clearly wasn’t part of the target, but I do love that Taco Bell was like one of my favorite meals when I was in my first trimester with his last pregnancy I needed to crunch up supreme like three times a week So I would have gone to that retirement home

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Speaker 18

 Jeez, i’m just playing my odds at this point, but i’m not doing well. All right ready for the next one.

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Speaker 1

 Yeah Duolingo announced the duo the owl had died and spent several days turning its social channels into an elaborate investigation into his death That actually happened. Yeah, I remember that that was cute too Cute he died, but it was cute. It was kind of strange, but it definitely got people talking

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Speaker 18

 It was very unbrand for them though. That’s their brand is just duolingo kind of strange is

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Speaker 1

 strange I feel like I guess so. All right ready? Yeah, ikea launched a breakup registry that let newly single customers create wishlists for everything They needed after moving out of a shared home

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Speaker 18

 That’s actually brilliant. I’m gonna

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Speaker 18

 Say it It happened

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Speaker 1

 no say I But that is kind of smart. Yeah, I gotta say like it as a as an A marketer who plays around with ai stuff like a lot of times you get really junky ideas But as everybody also says it’s it’s all about the prompt and it’s funny that in something like this Yeah, you can come up with something Interesting. Yeah, that’s just different.

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Speaker 18

 Yeah feels like they should do that. That’d be very easy to do

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Speaker 1

 Maybe it’s strong for activations. Who knows? Okay liquid death creates a 400 luxury diaper bag designed to look like a cooler and market it to parents who refuse to become lame

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Speaker 18

 Oh gosh, that’s so unbrand for them

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Speaker 18

 I’m gonna say it’s ai because they’ve done a million things like that, but I Didn’t see a diaper bag.

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Speaker 1

 It is AI and I actually think like in this current Parent climate you would probably get a lot of backlash for that. Yes, but just because the liquid death, but maybe they wouldn’t care Maybe they wouldn’t care.

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Speaker 18

 They’ve done but they’ve done a lot of really random bags and March and things like that over the years. So it seems like something they would do. Yeah and not care That’s kind of their brand is being right unapologetic.

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Speaker 1

 That is true Okay, next one oscar meyer rented out a wiener mobile on airbnb for one night

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Speaker 18

 That had to happen that just feels

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Speaker 1

 like something people would do Okay, that’s absolutely true. And let me tell you a story When I was in fifth grade, he’s gonna be like cutting these clips. I know he’s like what is usable in this Like yeah, this is so weird fifth grade There was a a search if you will for like the next oscar meyer wiener like commercial child commercial, right so it was like choruses across the country participated like shot these submissions and then they chose one school to partner with and the wiener mobile showed up at the school And like gave hot dogs to the entire school

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Speaker 1

 I Sing those songs to my children all the time because they are burned in my brain I will not I will spare you but I wore a white tight turtleneck long sleeve And a white top hat with the oscar meyer Brand right here and we did like a little jazz routine We did not win we did not win but um I

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Speaker 18

 remember that we need to bring that video back though

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Speaker 1

 I don’t need I wouldn’t even know where to begin to find it But I guess park road elementary school if you’ve got that in the archives, please send it our way

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Speaker 18

 This was not like chris flinn.

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Speaker 1

 No, this was not like his shining moment Like no, this was like the chorus like we were hand selected

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Speaker 18

 By the chorus director because I could see that I could see chris being all in on that Yeah, no,

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Speaker 1

 it probably could have used some creative direction if i’m honest Okay, next one kfc released a limited edition fried chicken scented fire log

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Speaker 18

 That has to be ai oh it’s real but that’s disgusting

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Speaker 1

 Somebody

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Speaker 1

 would love it. I would have passed on that one Okay, duncan launched a limited edition perfume called the morning after designed to smell like coffee vanilla and glazed donuts

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Speaker 1

 If yes, they did that no, no, they didn’t we’re getting bamboozled by this Getting really beat hard here. I do feel like duncan would do something like that, especially with all their like collaborations that are happening now, but Maybe they wouldn’t do like such a like jokey thing since they’re doing a lot of Celebrity led collaborations like they’re

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Speaker 18

 leaning on a personality after might not be what they would I was just I actually was just there this morning. I know we talked about duncan and It didn’t hit for you. It didn’t know it I was running my daughter around for an appointment and uh, she was hungry and so we went to duncan and they had The reason I remember is there was a bark box. Yeah partnership Uh, and she felt like she we needed to buy the dog this duncan donuts toy, which we did not but it was very cute

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Speaker 1

 Um, did you get a drink? I did. What did you get?

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Speaker 18

 I got like the energy drink zero thing, you know, I love my energy drinks

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Speaker 1

 I wouldn’t imagine that would be like one of those like refresher things.

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Speaker 18

 Yeah, but it wasn’t it was more

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Speaker 18

 Like intense than a refresher More of a like monster type got

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Speaker 1

 it No, no, i’m into the coffee and I i’ve sent you these things like people joke that it’s like Hit or miss you’re either gonna get the best coffee of your life or you’re gonna get swamp water. You just don’t know Yeah, but so I did mostly I go in All right, proud of you proud of you All right. Last one Coors light intentionally misspelled its own name and ads then revealed the mistakes were part of a campaign about monday brain fog That is true. Oh, I don’t remember that at all.

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Speaker 18

 You do that. Yeah, that I that was um It was a campaign a couple years ago. Yeah, okay. Yeah, I do remember that campaign Yeah, no, no, yeah, it was like a case of the mondays and that was the whole thing is by a case of the mondays case Um, okay, okay. It was like during football season or something That yeah, people were having cases of the mondays or something.

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Speaker 1

 Okay. Well, i’ve got one more for you. Actually the bonus Uh ready a mayonnaise brand created a fragrance inspired by the smell of mayonnaise featuring notes of lemon coffee musk vanilla and mayonnaise of course

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Speaker 18

 Please tell me it’s ai that’s disgusting

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Speaker 1

 It’s real Hellman’s actually partnered with soccer player will levis on will levis number eight perfume demand mayonnaise.

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Speaker 18

 Oh my gosh Well, I failed miserably i’m glad that i’m not being you know You know what?

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Speaker 1

 Some of these aren’t like, you know from the last three months I bet if we did it from the last three months You’d be all over it. Maybe Okay Next game super simple. We’ll probably debate some of these things

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Speaker 1

 keep kill or bring back. Those are the three categories. Okay And so they’re just like things that we do in in marketing. Okay, the first is marketing tactics. So qr codes

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Speaker 18

 Keep I actually yeah, they were almost dead and and they got brought back. Yeah, covid It was a product of covid, but I actually like them

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Speaker 1

 hashtags kill Okay, the only place i’ll say though is tick tock they actually get used

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Speaker 1

 If you are putting like when we put content out there as a brand That is how it’s showing up on people’s for you pages. Like I don’t really I guess I don’t really See it used in the same way in meta

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Speaker 1

 No, and like I think it’s different audience. It feels a little dated

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Speaker 1

 But on tick tock you don’t really notice it Definitely in content, you know if you were to be like hashtag winning that feels 15 years old

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Speaker 18

 Yes, and I I don’t know if you go with basic hashtags, i’m okay with them It’s when people start to try to get too cute too cute with them. I’m like that isn’t doing anything No one else is using that hashtag. So you gotta find that like good middle ground.

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Speaker 1

 Yeah, you can’t just do day in the life Right. There’s three million of those right? You gotta you gotta find something that’s got like 500,000 We had jingles

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Speaker 1

 Keep yeah, I think you gotta like there’s some iconic ones And there have been some iconic ones across the clients that we have too like yeah, they do help. I like them Direct mail. Oh, i’ll keep that forever.

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Speaker 18

 Keep bring back do all the keeps bring back double your budget in it. It’s 2027 is direct mails year. It’s your fave.

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Speaker 1

 Yeah brand mascots

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Speaker 1

 Um, I mean we just talked about one with the owl

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Speaker 18

 I would I would say keep them. I like brand mascots if they makes if they make sense with the brand.

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Speaker 1

 Yes Okay, but let me like my hot take

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Speaker 1

 I need lemoo emu to like get lost like kick rocks.

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Speaker 18

 Yeah, I I don’t like lemoo emu at all. I don’t like it.

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Speaker 1

 I laughed the first time. It’s just like it’s yeah It’s not working for me anymore. No, that’s not my favorite campaign But here I am like knowing exactly what the mascot is called So like, you know

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Speaker 18

 and it actually makes sense with the brand name. So at least you know what brand yeah emu

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Speaker 1

 is

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Speaker 1

 Um celebrity spokespeople

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Speaker 1

 I’m gonna say kill

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Speaker 1

 Oh my gosh.

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Speaker 18

 Yeah, i’m just not I don’t know My thought is just celebrity spokespeople has to be the perfect person we talked a little bit about a few that were good before but It just seems very rare that as a spokesperson Yeah, you get your money for it.

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Speaker 1

 So does that not count if you’re like a founder because like for example ryan reynolds obviously works well with like mint mobile and whatnot, but he’s very invested in that because

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Speaker 18

 that to me is different than like Putting you know, yeah someone on screen and saying I love this brand and making them the face of the brand I think that’s it like influencers

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Speaker 18

 Or having someone speak about your brand yeah is is great Yeah, but it’s the true like spokesperson where that person becomes the Brand right just feels very outdated.

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Speaker 1

 Well, it seems like there I mean actually we just talked about this with hayden pennantier and and nutra gina brand safety wise and like longevity wise Like it seems to have some more issues these days. Okay flash mobs Kill yeah, I think they’re like they’re so dated at this point. Yeah, you know exactly the point of time point in time

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Speaker 1

 um product placement

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Speaker 18

 I

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Speaker 18

 I’d say kill where we’re at in 2026. Okay, talk more about it So we are there’s too much product placement and too obvious product Please it is so obvious and I think maybe we notice it more than the average person does but you can’t watch anything anymore Where i’m like, oh wow, they’re showing the front of that car In every single scene like the people are strategically placed in front of the car So you can see what the make is and then they have the cup perfectly. The cup is always perfect so I feel like if There is a lot of good reason to do that, but it’s just when it’s so obviously overdone Yeah, you know if you want to have a fast and furious movie and put a specific Type of vehicle in there that makes sense for product placement But you know if this is just a suburban comedy and every single time the mother and father are speaking there in front of a car Yeah, that drives me insane

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Speaker 1

 And like rough it up a little bit Why does like the perfect bag of lays have to be like so fluffed and Unopened and all these things like make it look real. Yeah, i’m with you. All right brands having podcasts

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Speaker 18

 Well, obviously flint’s podcast is the best Um, I would say it took you a while. Yeah, I would say though

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Speaker 18

 Kill I can’t think of a brand podcast. Yeah, it’s interesting. I think It obviously I wouldn’t consider ours a brand podcast like a consumer brand like a consumer brand podcast like I don’t unless tide puts out like Laundry tips for life or something. I would watch that you

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Speaker 1

 probably wouldn’t watch it over and over again No, it’s like a one one off type. It would be a very specific type of product and like lifestyle Life cycle of a product that would probably make sense for it. Yeah Okay Um

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Speaker 1

 Second round social stuff. Oh gosh brands jumping on trending audio

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Speaker 1

 Oh, I like that I do too,

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Speaker 18

 but you have to do it fast, right if you’re doing it fast and you actually Get the trend.

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Speaker 1

 Yeah. Yeah long instagram captions

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Speaker 1

 Kill them. I think so too. I like don’t even go on instagram anymore I I’ve like fully made the transition over to tick tock um posting every single day killed please

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Speaker 1

 Okay, but again nuanced Nuanced tick tock you kind of have to I think that’s what feeds the algorithm Yeah,

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Speaker 18

 well, I think that yeah tick tock if someone’s just on there with content. Yeah every day. That’s I feel like that’s different. Yeah, then a brand post every day.

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Speaker 1

 Yeah agreed Um Brands commenting on other brands posts. Oh, I love that. I do too.

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Speaker 18

 I think it’s so I think it’s so funny I just saw yesterday. There was a there’s a hysterical Country music song going around. I don’t remember who it is because I hate country music. Okay, but it’s so the song is so bad and he’s saying all of these different random things like cargos room and Stuff like that’s not what he says in the song but southwest jumped right in and went playing playing those room

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Speaker 18

 And like it just was the funniest, uh thing so I love when they’re in on the jokes.

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Speaker 1

 Yeah Yes, I saw a video the other day like literally it might have been yesterday or the day before but it was somebody being like um

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Speaker 1

 like no, the person who’s posting from The brand account is they just got out of college Like they they don’t know yet that they can get in trouble for certain things Like that is not like a brand being super relevant. That’s like a very underpaid intern Who’s who’s doing it and then like every brand and they were all like clocking in Like you’re getting paid like all these people commenting from brand accounts. It was very funny I love

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Speaker 18

 that though when they do that and people are like clocking in 42 year old dad here i’ve worked 20 years to be out of control of this account

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Speaker 1

 I sent you that one the other week where she was like you think it’s a 22 year old? No, it’s a it’s a 35 year old masked lesbian who lives in wisconsin Yeah, exactly.

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Speaker 18

 So funny. It’s like nobody’s real. None of the big brands are giving the keys to a 21 year old intern It’s yeah, it’s someone with 20 years experience.

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Speaker 1

 I like a great sense of humor that somebody 21 is running our tiktok account Really, it’s just me. Yeah well

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Speaker 1

 um, okay let’s see Giveaways that require follow and like and tag friends. Oh, I kill all of those. I hate all of them I do too. And I also just like giveaways seem legally Like sketchy territory too, you know, it can get a little get a little dicey there. Yeah Uh, ouch brand’s trying to sound like gen z

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Speaker 18

 Um I’m torn on that it depends on if the brand is targeting gen z If there if it’s a gen z brand if it’s a great. Yes like it if you’re southwest trying to sound like gen z No

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Speaker 1

 Okay, last one founder led tiktoks

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Speaker 18

 They’re really brilliant. I’ve you know, I think it’s amazing when You know the president runs the tiktok and you know really shows their personality in it wink wink totally All

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Speaker 1

 right heather last thing yes, we are gonna call this segment, um heather’s hills to die on And i’m basically gonna give you 30 seconds Oh, I was

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Speaker 18

 gonna say do we have another 60 minutes because that might get me through one you can

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Speaker 1

 rant on whatever you want All right, hold hold i’m not i’m not prepared.

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Speaker 18

 Okay So, okay, I think of a marketing hill to die

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Speaker 1

 on you can really be whatever you want I don’t care if it’s marketing. I kind of just want to hear here. What’s rolling around in that brand.

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Speaker 18

 Oh gosh We don’t want to get into what i’m watching on tiktok.

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Speaker 1

 Okay. Well, no keep it to work. Keep it work adjacent Okay, go.

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Speaker 18

 Okay. Um, I would say a hill that I am ready to die on right now is a display I think the tact that display as a tactic has gotten so out of control That no one’s even paying attention to it anymore. And so I feel like um display ads And the overabundance of them on pages has just ruined the tactic entirely And uh, that’s about all I have to say on that one. Actually.

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Speaker 1

 Oh, it was actually 31 seconds.

[01:21:42:11 – 01:22:41:19]

Speaker 18

 Boom Boom, okay. Look at that. That was just a very basic one Yeah, I didn’t know you’d go. I can’t go deep. I didn’t know you’d go so hard for display ads Craig had to listen to me go on about it today It’s just there’s I mean now i’m over my 30 seconds and now i’ll really get into the rant but I it’s Frustrating because the tactic makes sense. Yeah, but web pages have allowed for so many to be on it once And that’s where it’s become Just you’re being pummeled with everything. Yeah, and part of the reason to go back to the earlier point about things like direct mail Where you’re can grab attention again now it’s cutting through right? Yeah, it can cut through but you know It used to be there would be You know one ad here and ad here and it would grab your attention now It’s like how fast can I click? Yeah, the 17 ads that are open and can I even read this article? Nope, can’t read the article and i’ll abandon articles entirely because there’s too many especially the

[01:22:41:19 – 01:22:57:17]

Speaker 1

 recipes Right. I’m always looking for that jump to recipe button. Like i’m sorry. I don’t want to read your really long thing with 500 ads in between like it makes the page so long right and then sometimes that’ll quit it out At least like with the pinterest recipes that I click through but yeah,

[01:22:57:17 – 01:23:04:14]

Speaker 18

 so I mean if websites Want us to buy display banners again scale back a little back. Yeah, you’re gonna

[01:23:05:18 – 01:23:09:04]

Speaker 1

 Gonna become obsolete. Yeah distance makes the heart grow fonder, right?

[01:23:11:00 – 01:23:17:15]

Speaker 18

 So that’s my random hill today, okay, I love it. It’s a hot topic this morning. So top of mind All right.

[01:23:17:15 – 01:23:36:15]

Speaker 1

 Well, we are gonna wrap ourselves up here. We’re like 15 minutes from our Fantasy football draft which we take very seriously here at clinton. I’ve got to go prepare I have not prepared one single thing. So I too must go do that But uh, you know as always thank you. Thank you for your entertainment

[01:23:36:15 – 01:23:42:05]

 (Music)