Posts Tagged ‘marketing’

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Escape Pod 645: The Revolution, Brought to You by Nike (Part 2)


The Revolution, Brought to You by Nike, Part 2

by Andrea Phillips

5. THE LAUNCH

Launch day came on a bright Tuesday, amid a flurry of reports that the executive office had pushed through a series of contracts requiring the president’s own hotel properties be the preferred vendor for all federal travel going forward. Another day, another straw that was somehow never the last one.

The first part of Corazon’s campaign was the manifesto. That would take about two weeks.

They seeded a few aspirational pieces of video right away, to model the kinds of things they were expecting from legitimate users. In one of them, a gay couple hugged on camera, and the shorter one said “I’m making a world where love is love is love.” In another, a child in a wheelchair looked at the camera with determination and said, “I don’t want to die.”

They also front-loaded the Beyoncé video, a beautiful declaration of strength and defiance. They had enough of those celebrity videos to release a new one every day for the duration of the campaign. It was going to be so amazing.

The press went wild. Beyoncé, treason, Nike, the Justice Department, hope, plus something small that people could do to feel useful? The clickbait farms didn’t even have to work at the story. It was a done deal from the start.

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Escape Pod 644: The Revolution, Brought to You by Nike (Part 1)


The Revolution, Brought to You by Nike

by Andrea Phillips

1. THE BRIEF

Corazon clicked to the slide she’d been dreading: long-term trends for brand engagement. It was dire.

She focused on the smudgy mirror at the far end of the conference room, looking past her team to her own reflection. She pulled her shoulders back, like her grandmother had instructed. She tipped her head to the side, disarming but not too flirty. When she spoke, she was a breath apologetic, but not too much: “As you can see, we have our work cut out for us.”

She turned to face the projected line graph behind her. “Year on year sales are down, but we’ve been expecting that due to the current… economic climate.”

That was the euphemism to end all euphemisms. Everybody in that over-air-conditioned room knew exactly what she meant, though, because they were all living on the same rapidly sinking ocean liner. Gregoria, a junior art director, began to nervously shred the paper cup her morning latte had come in.

“The really bad part is this.” Corazon swept her hand along the line labeled Brand Perception, which had plummeted like a stone in the aftermath of the election. “And it’s not just us. The truth is, nobody gives a shit about brands right now.”

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Escape Pod 552: RedChip BlueChip


RedChip BlueChip

By Effie Seiberg

The AdChip technician’s rubber-gloved hand was cold on my chin. “Now hold still, Mi-kay-la.”

“It’s Mi-KEE-la,” I grumbled. My mother, leaning on the beige metal door, didn’t look up from her smartpad.

“Right.” He nodded, uncaring. “This is going to sting a bit, but don’t you worry. It’ll be over before you know it.”

He didn’t know how right he was – it would be over soon, once Sivvy found out.

He pushed my chin to the side, exposing my left ear, then swiped an alcohol-infused gauze in the soft area behind the star-shaped earring I’d bent from a paper clip the other day.

“Now, do you want to be BlueChip or RedChip?” He busied himself with the metal tray of instruments sitting next to me on the ugly green table. An enormous syringe-like tool lay there next to two tiny Chips and a graft gun. Both Chips were black – I guess the color names weren’t literal.

“Shouldn’t my papers already tell you that? Haven’t you already decided everything for me?” There were posters on the walls advertising Coke and Pepsi and IBM and Apple and Honda and Toyota. Stuff for each Chip.

My mother finally glanced up. “Mikila, be nice.”

“Oh it’s fine,” he said with plastered-on cheer. “The papers are only for backup, in case you don’t choose. We just want you to be happy!”

“OK, fine. I’ll choose not to have a Chip at all – that’ll make me happy. Can I go now?” I hopped off the green metal table and moved to grab my worn messenger bag.

He moved to block. “Ha ha.” His smile stiffened on his face. “A funny one!”

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Speculative Fiction and Engagement Marketing


I think it’s fair to say that speculative fiction has been hitting the “convincing people to vote for stuff using futuristic means” trope for a few decades now. From stories about voting how to kill people (or whether or not they should be killed) to more contemporary pieces about putting oneself up on the internet and taking votes and commentary on one’s entire day, the very concept isn’t exactly new.

However, as often happens, reality is outstripping fiction at an alarming rate. How long can you go without someone on your Twitter stream or in your Facebook friends list asking you to click something, retweet something, or vote for something?

The real question is: how often do you actually do it?

I VotedCase in point: about a week ago, I submitted an entry to the American Gods contest, whereby regular people like you and me can audition for a role in an upcoming audio version of the book. (If you’d like to hear my entry, here it is.) The first round is open to anyone, and the winners of that round must garner the most votes from friends, family, and other folks they can convince either of (a) their narrative awesomeness or (b) their vote-worthiness. The 20 top vote-getters move on to round two, which I believe means that Neil Gaiman himself listens to their auditions and selects an indeterminate number of winners to actually appear in the publication.

One might think that, with my nearly-300 Twitter followers and 430-ish Facebook friends, I’d have at least 100 votes by now.

As of this writing, I have 23. I’m about 310 votes behind the #20 person (according to the 4/20/11 leaderboard). The odds of me overcoming that deficit aren’t all that great unless I manage to get retweeted by someone with about 10,000 followers*. I mean, my mom can only vote once a day, and the first round ends May 2.

So why isn’t this working like it does in fiction? Why can’t I just blast out a message and have people flocking to my URL to log in?

Let’s look at engagement marketing (what people sometimes call “viral marketing”). Engagement marketing is the concept of getting people to participate in the marketing of a brand. Thing is, I don’t really have a brand. If you’ve read my fiction or heard me perform an audio story, or you enjoy my articles and reviews here on the Escape Pod blog, you may have some passing knowledge of who I am**. Otherwise, my personal brand, as far as you know, is just this guy asking for you to vote for him.

Sometimes that’s enough — every now and then a co-worker says “oh, by the way, I voted for you”. To them, my personal brand is “the guy who gets the work done fastest and most accurately”, and I’m trading on that as hard as I can. I can engage my co-workers using that brand. But beyond that, yeah… just “that guy”.

There are more than six billion “that guy”s*** on the planet. “That guy” simply isn’t enough.

And that, I think, is one of the major reason people don’t vote for their friends or people they see posting calls to action on Facebook and Twitter. There’s just not enough engagement.

On a macro scale, my day job is in digital advertising, and I see this a lot: companies ask potential customers to engage with their brand by liking them on Facebook. The thing is, more and more articles like this one are saying that that doesn’t really create brand engagement. I mean, I like plenty of things, but I don’t Like them on Facebook because, to be honest, all a Like means to me is more spam in my feed. There’s no value.

Just like there’s really no value to being “that guy” and asking someone to vote for you for some random contest. I don’t bring anything to the table for you, and you don’t benefit. I’m not going to give you money or free gifts for voting. You’d be doing it out of the goodness of your heart.

Some social media short-stories (including one I can’t remember the title of right now, but may have been by LaShawn Wanak) focus on people who do have something else that benefits the voter. And of course there are those stories that are about sex, where sex is the benefit — seeing it, experiencing it, etc.

Much to my regret, I am not sexy and cannot offer that as a benefit.

While speculative fiction gets a lot of things right, I believe that “getting people to vote for stuff” trope will continue to live on in the fictional realm. As we become more and more social online, the concept of engagement marketing will continue to evolve, and if Moore’s Law is any sort of a predictor, the concept of clicking the Like button being what marketers consider the be-all and end-all of brand engagement will fall by the wayside****.

But because it won’t actually have happened, the stories will continue to be written. And I’ll keep on reading them.

* Posit 23 individual votes out of 700 friends/followers = 3%. To get 300 more votes, I divided 300 by .03 and came up with 10,000 people being exposed to my message. I’m sure my math isn’t accurate, so please don’t call me on it. I’m just spitballing. And that’s kind of a disgusting phrase, if you think about it.

** And if you’ve heard how effusive Tony C. Smith is in his praise on Starship Sofa, my name might stick a little more. Every time he introduces me, I blush a little — I’ve never been good at taking compliments.

*** For the purposes of this example, a girl can be “that guy” too.

**** So, how did I do? Did I successfully camouflage a “please vote for me” message in a piece about speculative fiction and present-day marketing? Did my brand engage you enough to get you to cast a vote? Or am I going to have to write an article about site registrations and barriers to entry? Because I totally can. Don’t think I can’t. Hey, maybe that’s my next story idea — vote for me to prevent me from doing something. Might be something to that…