A Lesson in Repetition

Here is the wildly popular Viral done by Ray Ban a month or two ago:

And now, the sequel – out within the last few days:

So the first one worked – a raging success in terms of views – over 2.7 million to date. It was quirky, cool and had the mystery of “how the heck did they do that?”, that made you pass it on to your friends. While the sequel is pretty intriguing, does it feel like it could have nearly the impact of the first?

Think about that great email campaign you put together that achieved that great open rate a phenomenal response rate and discussed a topic that was currently hot and cutting edge. You’ve set the bar high for future emails, both internally in terms of response and externally in terms of a great deal or great content.

Next email you begin to create think about why the last one worked and don’t simply create a duplicate of the last one. A copy is never as good as the original – Think about how to create the great next original and your metrics will continue to soar.

A lesson in Advertising

In a culture that is exponentially more immune to advertising day in and day out, I continue to be disappointed that modern advertising has not raised the bar.  In fact, advertising creative seems to get worse.  Sure, different mediums are being experimented with, but nothing makes a larger impact than a beautifully created and thought-out ad campaign delivered through the mother of main stream media – television.  And then of course picked up and talked about on the internet.

Sony gets it with their new ad campaign for Bravia.  These two spots are pleasing to the senses, beautifully created and perfectly spot on with what they want you to know about their latest creation.  Better yet, they created two stand alone web pages for each spot so the internet community can link at their leisure (Much like I am doing).  Stop fast forwarding your Tivo if these ads come on – Bravo Sony.
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