Here are today’s “ClickZ”:http://www.clickz.com articles:
* “Who Took the Cookies From the Behavioral Cookie Jar?”:http://www.clickz.com/experts/media/behavioral_marketing/article.php/3493496 (Andy Chen)
* “How to Retain a Good In-House SEM Professional”:http://www.clickz.com/experts/search/opt/article.php/3493331 (P.J. Fusco)
* “Web Publishers: Cleaning Up Our Environment”:http://www.clickz.com/experts/brand/emkt_strat/article.php/3493306 (David Cohen)
Canadian domain registrar “Webnames.ca”:http://www.webnames.ca looks like it still has faith in e-mail newsletters (and so it should). Here’s their announcement to their current list telling of changes coming:
bq.. Dear Subscriber to Webnames.ca’s Monthly Newsletter,
This notice is to inform you that Webnames.ca will be publishing a new and improved monthly newsletter which will debut in April. The new newsletter replaces Webnames.ca’s monthly newsletter and is named “The Server Room”. It will include a new design, new monthly features and high-quality articles written by industry experts. We will highlight issues of importance to Internet-era businesses, profile real-world web experiences, offer relevant news summaries and, in general, try to earn your attention with incisive articles aimed at your needs.
Be on the lookout for “The Server Room” which will be delivered to your mailbox the first week of April. We are confident that you will find it interesting, worthwhile and informative and welcome your feedback after you have seen it.
p. As a subscriber _I_ was pretty happy to see they’d be upping the quality of the e-mail, but then again I’m a marketer. I’m not sure _all_ subscribers will be thrilled about another e-mail in their inbox if it doesn’t directly benefit them – and this doesn’t.
Here is your “link tank” for March 29, 2005.
* “Globe & Mail – ID theft Canadians’ biggest on-line worry”:http://www.theglobeandmail.com/servlet/story/RTGAM.20050329.wphish0329/BNStory/National/?grp=news&site=theglobeandmail&l1=RSS&l2=National&page=story&id=wphish0329
* “Traffick – Google Changes Rules of Analytics Game; Acquires Urchin”:http://www.traffick.com/2005/03/google-changes-rules-of-analytics-game.asp
* “Michael Geist – The Real Story Behind Canadas Copyright Plans”:http://www.michaelgeist.ca/blog_arch.php?blog_date=20050328&day=28&&month=03&year=2005&blog_disp_vars=days&blog_arch=2&v=99
* “Tessa Wegert – Media buyers like to have their calls returned”:http://tessawegert.blogs.com/ttime/2005/03/media_buyers_li.html
* “A Penny For… – WOMMA Summit – Day 1”:http://www.apennyfor.com/movable_weblog/000852.html
* “Forrester – Yahoo! 360: A great start”:http://blogs.forrester.com/charleneli/2005/03/yahoo_360_a_gre.html
Here are today’s “ClickZ”:http://www.clickz.com articles:
* “Gaming Isn’t Child’s Play”:http://www.clickz.com/experts/brand/cmo/article.php/3493131 (Mark Kingdon)
* “Half of Online Media Buyers Don’t Like Media Reps”:http://www.clickz.com/experts/media/agency_strat/article.php/3492956 (Hollis Thomases)
* “Are Unique Visitor Counts Over?”:http://www.clickz.com/experts/crm/analyze_data/article.php/3492951 (Jason Burby)
The April 2005 issue of “Fast Company”:http://www.fastcompany.com/ includes a fairly lengthy piece called “Ruling The Roost”:http://www.fastcompany.com/magazine/93/roost.html that chronicles life at super-hot ad agency “Crispin Porter + Bogusky”:http://www.cpbmiami.com/.
Online folks know CP+B primarily for their work on a certain viral marketing campaign for Burger King. The whole article is worth a read, but of particular interest to you will be the hatching of Subservient Chicken:
bq.. With plans in place to stage a couple of days’ worth of hot chicken Webcam action to go along with the Subservient Chicken spots, Benjamin wanted more. Then he got an idea (surprise!). If he were able to come up with an exhaustive list of commands that the film crew could shoot the chicken performing, maybe he could create a site where the chicken would simultaneously carry out millions of demands in real time. Burger King never pushed him or the agency to do this. He just thought it was cool. “Our approach has always been, ‘Follow the work,’ ” says account-services director and partner Jeff Steinhour, meaning if ever you’re in doubt about a decision, simply ask whether it’s going to make the work better.
Suddenly, the situation became a no-brainer. The film crew grabbed a friend’s apartment in L.A. and shot the chicken doing 200 different actions while Benjamin set to work on the Web site’s functionality. Even before it was finished, everyone in the agency knew they had a barn burner on their hands. When the site neared completion, Benjamin emailed the URL to several people within CP+B asking them to send the link out to friends to test. From that single email Benjamin sent on the morning of April 8 last year, without a peep of promotion, the Subservient Chicken site ended the day with 1 million total hits.
Like all good Internet phenomena, Subservient Chicken took off literally overnight. By the end of January, nine months after its release, the site had scored well over 385 million hits and was still getting 250,000 to 500,000 hits per day. “I guarantee they’ll take home some awards for Subservient Chicken this year,” says Joan Minihan Reilly, the associate director of the Advertising Club of New York, which hosts the International Andy awards this month for creativity in advertising. Awards are nice, but results are even nicer. As Andy Bonaparte, a Burger King ad director, bragged to Adweek in October, the site helped “sell a lot, a lot, a lot of chicken sandwiches.”
p. If you haven’t visited “Subservient Chicken”:http://www.subservientchicken.com/ yet, you know have a legitimate reason to do so. If you boss looks over your shoulder, just tell them it’s viral marketing research.