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Turkel Brands Executive Creative Director Bruce Turkel on the best and worst marketing moves of 2012.
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Again it.
Yeah progress right all right.
-- so -- forget fearless Felix the sky diver broke the sound barrier while wearing a Red Bull logo.
As Felix set the world record for the highest parachute jump and he lived.
The energy drink makers look at -- front in center was a perfect recipe for six cents.
Owners but you losers too in the marketing machine this year and joining me now to recap the -- And the -- is Mike favorite marketing expert Brewster county executive creative director at two -- instant Merry Christmas to you thanks for coming nine.
I'm Melissa thanks eat let's get richer lesson number one.
You picks was not the rental space jumping you actually like -- the basking in the style.
-- -- -- Well look what you did here you have a guy from South Korea who became the number one who didn't.
Video.
On all of YouTube ever a billion views -- a thousand million and that's not a thousand people watching -- a million times.
He has created a brand like nobody has yet but I think the important thing is -- the harbor of things to come.
What this is telling us is the democratization.
Of social media and media in general means that the next great star might not -- from the US I might be from the UK.
-- I mean I -- only.
-- it is hysterical but everyone has done and I mean it is so over at this point is it's great marketing for what he made op -- but it's -- isn't -- flash in the -- Emporia.
-- always think you know that might -- -- fifteen minutes and thirteen seconds of fame I don't know what I do know is he showed every one.
What to do and how did -- -- a stupid out but -- stupid haircut and make some foolish move and even the president will imitate you.
Yeah absolutely I guess what kind of rebels -- -- that was number two for you I.
I thought that was best markedly over the -- -- that was I mean that was very brave of course PA and we talked about this before he had jumped in -- I don't know if that would have been great for red building -- you disagree you think either way it was a win for -- Oh yeah if you jump -- -- it would have been blown up bigger than it did it again as we talked about last time all of those kids who were drinking the product with a loved it of his eyeballs exploded and he saw around the disintegrated.
But -- -- -- here they did something they created the event they created the news they created their own media they got almost nine million live.
Views from a point of planet executed pay for it do it actually was number one but from metrics it came in at number two.
-- -- -- -- -- -- -- -- Was CNA and Brazil they put FaceBook -- on their hangers in stores to kind of show people as they went and I -- we have a picture of this that people can see it.
When you go into the storing it and you're looking up at clothing.
It has on the -- -- digital read that shows you how many other people have liked.
Whatever that -- -- is which I think is ridiculous because of my -- -- other people's opinions.
I'm only gonna buy address of other people like it I mean eight at -- need missiles Elizabeth you liked it.
Yeah well let's face it you're not the typical consumer your super star you're beautiful you're on national daily news you're not as -- -- job as so many shoppers -- -- you can write that afterwards we're not April and it almost shoppers.
There's a little -- Please brilliant because when the agency came up with the idea you've got to know that there were lots operations people who were saying really -- we're gonna do that -- war.
Active windows on the hangers that wirelessly received the likes has FaceBook likes were being tallied.
So woman would take a piece of clothing off the rack and I would tell -- how many people like that they were getting a thousand likes.
Our they got almost nine million impressions.
But here's the great thing it not only worked for insecure shoppers to think about what it did to their husbands and boyfriends.
No longer do we get that unanswerable question.
Honey do these genes make me look.
-- already know what people thought -- it gets -- Exactly you're gonna say the has been shopping -- narrow window that this is a popular item which is.
That's actually pretty get I guess who is your worthless because that's a much more -- pizza hot election questions that was of the populace.
That was when they tried to get people to stand up at the I add that debate in San -- guess at whether you like pepperoni your cheese right with that -- were nearer -- sausage or do you remember there are you sausage right right OK thank you.
Go ahead.
They wanted somebody actually stand up in the town hall debate between the president and the governor before the election.
And when they got to ask a question to.
Asks do you prefer your pizza with sausage -- pepperoni.
We think about not only would a bone headed move that was but think about how incredibly disrespectful what is -- to the two guys who -- to be given credit -- Before it actually happened they went back credits you give us some credit for pulling out about what I'm Mercedes-Benz.
Using chick -- -- -- representative Democrat.
This one's hard to believe they used -- a Villa in a presentation and on his little beanie instead of the red star they had the Mercedes logo now I know what happened.
They had a twentysomething art director who the only time he'd ever or -- ever seen -- was on a T shirt at a rave or something good.
-- all if we wanna say were revolutionary.
Let's use a revolutionary.
However there it was a little bit close to people's hearts and it's not like we use somebody from the French revolution this is from a an epic and on ever in our time that just happened it was a really stupid move now and as you know Mercedes pulled it and apologized for that kind of sense.
Is everything and it very last fearlessness Samsung galaxy three Ralcorp what was their marketing campaign that you that was -- This was unbelievable they did a campaign where dad's leaving on a trip mom -- phones -- -- to send him a video of what the kids are doing soccer or something.
But then she -- phones again to tell dad hey here's a special video from me and then she winks.
So Samsung is selling texting.
Now come on do we not think the kids know what's going on if they did we wouldn't have all these problems in school but it gets worse.
Then they did an -- with sale -- and mrs.
Claus where she shouldn't say this of course sent Santa a dirty video.
On their Samsung galaxies so now -- not only have to explain to my kids that there is no Santa Claus but -- before Santa Claus didn't exist.
He was watching porn on a phone.
I really -- Do that this.
Yeah that's not get.
I -- and -- -- engineer Tagamet I thought it was kind of funny back -- then again I did not explain it to anyone so they go.
I'm very -- that's really happy holidays to you thanks for coming on that was -- Happy holidays Melissa thank you very much and here's the question.
