Posts Tagged ‘social media’

What Not to do in a Pizza Turnaround

February 15, 2010 Leave a comment

Domino’s Pizza recently launched a new ad campaign called the Pizza Turnaround. The message features Domino’s focus group testing where customers point out why the company’s pizza downright sucks. Domino’s goes on to show us how they plan to re-invent their pizza, making it better and tastier than ever. Pretty bold move, but a great idea… right?

One (small) problem: The Pizza Turnaround was marketed in the U.S. only.

One VERY BIG problem: Canadian television viewers saw the ad! What do you think Canadians will think when they call their local Domino’s and find out they are about to order the same sucky pizza that wasn’t good enough for our U.S. neighbors? (That’s exactly what happened when I called Domino’s in Montreal, Quebec on Super Bowl Weekend.)

Forget Backpacking Europe – check out Yacht Week!

December 15, 2009 Leave a comment

In the summer of 2000, I backpacked through a dozen countries in Europe. I worked my ass off for 10 months leading up to the trip, saved as much money as possible and my amazing parents bought me a plane ticket – and I was off. I remember thinking that NOTHING could beat 8 weeks in Europe, on a trip of a lifetime…

I was wrong. My younger, better looking and more connected partner Lonnie S just showed me what my European backpacking experience back in 2000 will have evolved to in 2010: “Yacht Week” (wasnt around  in 2000) looks like an “evolved version / backpacking on crack” of what I can remember of my European experience… minus the luxury yacht! Wow, these kids know how to party.

Live Broadcast of Grey Cup Parade – sponsored by H Gregoire & Rona

December 1, 2009 Leave a comment

The Alouettes are 2009 Grey Cup Champions. On Weds, Dec 2 the city of Montreal will celebrate and Global Montreal will be there to catch all the action live on television and the web. 

H Gregoire & Rona present live coverage of the Grey Cup Victory Parade in downtown Montreal (Weds Dec 2, 11h30 – 13h30 on Global Montreal – Videotron 008, Bell TV 234)

HTC’s “You Campaign”

November 16, 2009 Leave a comment

I’ve probably seen this spot 20 times or so and it still gives me the shivers. I think it’s perfect: the music, text, copy, VO, everything…. “You don’t need to get a phone. You need a phone that gets you.” Brilliant!

This is HTC’s latest commercial from the You campaign.




We Should Take the Stairs

November 11, 2009 1 comment

Stairs can suck, especially if you’re carrying stuff or if it’s too early in the morning (after a late night). If you think about it, people generally choose not to take the stairs because there is a more convenient alternative and faster solution available. So what if you were a marketer of stairs? What would you do to get more people using your product?

It’s amazing what can be accomplished when we understand how consumers think and that sometimes, people will choose a more enjoyable experience – even if it comes attached to a little extra effort.  

Source: (a VW initiative – great idea!)


When People have Freedom to Choose, they Choose the Best

November 6, 2009 Leave a comment

Seth Godin mentioned this in his daily blogletter… great example of what happens when you stick to your guns and offer things to people who appreciate them – even if that means choosing a small segment of the population.

Hulu to Charge Fees: Really?

October 26, 2009 Leave a comment

On Friday, I was disappointed to read the Associated Press reporting on considering a switch from its free advertiser-supported online video service to some form of fee-based format. provides free access to TV shows and movies to U.S. audiences.

News Corp.’s Chase Carey and Rupert Murdoch made mention of the potential fees being introduced as early as 2010. (News Corp co-owns Hulu with NBC Universal, Walt Disney Co. and Providence Equity Partners)

Article in Marketing Mag is here:

Beginning of the end? Or inescapable reality?

Beginning of the end? Or inescapable reality?

I have to admit, this is truly disappointing to many of us media geeks who have viewed Hulu as a gleaming ray of hope in today’s media industry. As viewers continue to turn to convenient on-demand services, I thought Hulu (with its appropriate and reasonable structure of pre-roll ads in exchange for free content) would be perfectly positioned for the evolving trends and technology surrounding broadcast and broadband viewership.

Unfortunately for Hulu (and me), cash is king and waiting for the North American media business to embrace broadband video at a faster pace is something that shareholders may not be willing to wait around for.

So is this beginning of the end of Hulu? Will we look back 10 years from now and remember Hulu as being pioneers ahead of the curve? Or maybe subscriber fees are an inevitable reality that North Americans have to learn to live with?

Movember: Coming Soon to an Upper Lip Near You

September 25, 2009 Leave a comment

If you haven’t heard of Movember yet, you will soon.

Movember is the month formerly known as November where men start clean shaven and commit to growing a Moustache to raise funds and awareness for men’s health – specifically prostate cancer. 

What do to for Movember

What do to for Movember

The idea for Movember was sparked in 2003 over a few beers in Melbourne, Australia. The guys behind it joked about 80s fashion and decided it was time to bring the moustache back. In order to justify their Mos (Australian slang for moustache), they used their new looks to raise money for prostate cancer research… never dreaming that facial hair would ultimately lead to a global movement that would get men talking about a taboo subject – their health.

Should be fun, stay tuned.

In an On-Demand World can Advertisers and Audiences Co-Exist?

August 28, 2009 Leave a comment

It’s been a while since my last post. It’s been a busy summer in the media biz (which is good!) and I’ve neglected this blog. The good news is that I am working on a little article about advertising’s role in on-demand media. Here’s a quick preview…

Unlike fidgety television audiences,‘s online viewers will gladly sit through 30-seconds of pre-roll advertising in exchange for the convenience of free, on-demand content. In a recent blog post, permission marketing expert Seth Godin agreed that today’s viewers will gladly pay attention to advertising “only if it’s anticipated, personal and relevant”. Too bad our current broadcast television technology fails to offer advertisers and audiences the relevance and personalization needed for the two groups to happily co-exist.

What do you think about the role of advertising in or around on-demand video content? Is it a necessary evil or do targeted ads complement your viewing experience? Post your comments!



July 10, 2009 Leave a comment

My good friend Jeff told me about a truly amazing crowdsourcing project launched by UK newspaper, The Guardian.

I think this concept is brilliant – the newspaper has made 460,000 documents of expenses claimed by MP’s publicly available on their website. The goal here is to enlist the help of volunteer investigators (that’s you and me) to identify claims that might warrant a second look by the authorities or reporters.

Think about it. What would have taken hundreds, maybe thousands of work hours is being shared by an enthusiastic group of volunteers via a simple data sharing tool on

After visiting the site, here’s how the Guardian wants you to get involved:

Step 1: Find a document
Step 2: Decide what kind of thing it is and whether it’s interesting
Step 3: Copy out any individual entries
Step 4: Make any specific observations about why a claim deserves further scrutiny

Great example of how media can truly empower the people!



Click to investigate UK MPs

Click to investigate UK MP's