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.
“AIMS”:http://www.aimscanada.com/ has just announced the inaugural event in their Think Tank Series will be on April 27, 2005. This is an interesting new twist for AIMS as it is a premium breakfast event.
bq.. Network with your colleagues and hear what the CEO’s of two leading Global Internet Services firms are seeing on the internet horizon. Our panelists include Mark Kingdon, CEO of “Organic”:http://www.organic.com/index.jsp (from New York) and Canada’s own Gurval Caer, CEO of “Blast Radius”:http://www.blastradius.com/index.jsp. The session will be moderated by Ken Schafer, President of “Schafer Group”:http://www.schafer.com (and past-president of AIMS) [ed. – and your humble author].
The AIMS Think Tank Series is a breakfast series that brings together Internet thought leaders to discuss the trends, innovations, and technologies that Canadian Internet and Marketing executives need to know. This series is for Directors, VPs and above.
p. You can get “more event details and register”:http://www.aimscanada.com/event/event.html?eventId=2000022 for this event now.
Here is your “hot link action” for March 29, 2005.
* “Doc Searls – Bet On The Snowball”:http://doc.weblogs.com/2005/03/28#betOnTheSnowball
* “UIE – Designing Embraceable Change”:http://www.uie.com/articles/embraceable_change/
* “Urchin – Google Agrees To Acquire Urchin”:http://www.urchin.com/company/news/03282005.html (“via”:http://www.scripting.com/)
* “The Unofficial Google Weblog – Google Acquires Urchin”:http://google.weblogsinc.com/entry/1234000583038055/
* “Internet Retailer – US Online Commerce Soars”:http://www.internetretailer.com/dailyNews.asp?id=14512 (“via”:http://www.marketingvox.com/)
* “Kelsey Group – Oodle – Google for Classifieds”:http://blog.kelseygroup.com/kelsey/index.php?/weblog/more/oodle_google_for_classifieds/ (“via”:http://www.marketingshift.com/)
* “For The Love Of Words – Ages of the Blog”:http://tanja.blogware.com/blog/_archives/2005/3/24/473687.html (lots of blog readership stats)
One Degree uses “CampaignMonitor”:http://www.campaignmonitor.com to manage its newsletter (you are a subscriber aren’t you?). I love the product and in sending a routine support question to them I happened to gush at them a bit.
My “Bloglines”:http://www.bloglines.com “vanity feed” just found that CampaignMonitor “just added me”:http://www.campaignmonitor.com/blog/archives/2005/03/man_i_love_camp.html to their “Happy Customers/Press”:http://www.campaignmonitor.com/blog/archives/happy_customerspress/index.html blog category.
And now that I’ve linked to them, they will in turn see that I’ve linked to them when they next check their vanity feed. “And so it goes.”:http://www.vonnegutweb.com/sh5/sh5_npr.html