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Research You Can Walk Through

August 19, 2014

For years, Scratch has studied the compression of time and space between, say, a good idea and a better one; a thriving company and a dead one; instant success and precipitous failure and then (often in a reality show?) premeditated redemption. "Time's moving faster than ever," right?  Sure it is, or at least if feels like that, depending on how much (food, content, stimulus, etc) you consume in a given period of time.  But those who stop right there and land on "we've just got to move faster to keep up" -- are missing the point and will face extinction. The winners of the 21st century, so far, are those who obsessively pursue a deeper understanding of the ways in which Millennial consumers are calibrating their speed at every turn.  Slow food and binge viewing; nap pods and Adderall; apps to consume more in less time and apps to fight distraction, the quantified self and the self #unplugged. wpid-20140702_164900.jpg Yesterday, Viacom's blog featured a post by Tiffany Knighten about CADENCE, a project Scratch kicked off last month to present new perspectives on the speed of life in 2014: "Open to teams across the company, as well as select partners and clients, the month-long installation – part research presentation, part museum exhibit, part art gallery – brought Viacom’s consumer insights to life in a new way. Cadence was designed to help visitors experience the unique approaches programmers, content creators, marketers and brands are taking to calibrate their moves in a culture that’s compressing time and space in more and more complicated ways." I've been excited about this for a while, for a few reasons:
  •  It's impossible to perform at a high level in the media business without a nuanced understanding of the velocities of culture.  That sounds like a media executive taking himself too seriously on his own blog, but it's true.  Most of us get it wrong, most of the time -- we're either ahead of the game, patting ourselves on the back prematurely, or we're behind it, fighting irrelevance.  Stepping back to measure the distance gives us all a chance to catch our breath and look at things with colleagues and partners in a new way.  Then apply what we learn to our daily work, whether we're writers, programmers, developers, marketers, designers, strategists, planners or anything in between.
 
  • Speaking of a new way... it's exciting to see research served up to make participants feel the information as they move through it.  Anne Hubert, Senior Vice President at Scratch, describes CADENCE as "truly immersive, a chance to experience life at Millennial speed, and to apply that understanding to everything we do.”  Watching participants take it all in, explore the subject and raise new questions, I could see the need and the potential for bringing more subjects to light in new and exciting ways.
 
  • An enterprising team of people from Scratch made this happen...from scratch.  It's what can happen when provocative material doesn't want to live locked up in a PowerPoint deck in a conference room.  The content itself inspired innovation in the way it could be manifest.
  You can read more about the CADENCE project on the Viacom blog.  And for more information, email scratch@viacom.com.    

News

Welcome To “Prancersize”

May 31, 2013 — 0

Friends, our boring fitness routines just got a whole lot better. Well, mine did, at least. All thanks to my cousin, Aimee Evans, who just introduced our cardio vascular systems to the wild world of Joanna Rohrback. As the name Prancersize suggests, it's a workout plan inspired by, yes, horses. Don't say nay before you give it a try. Ladies and gentlemen, without further ado... strap your ankle weights on,  meet Joanna Rohrbeck, and prepare to unleash your inner-horse: Or, if you prefer, the heavy metal version... And thanks again, Aimee!  

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Buy Strattera Over The Counter

February 17, 2012 — 0

Buy Strattera Over The Counter, That's something that MTV President Stephen Friedman (who brought me to MTV almost 8 years ago) always says.  It means this: If our audiences don't love what we do, they'll go away.  And if they go away, we'll be gone too. 

We all have the same boss.  In the case of MTV, that's abuot 80 million Millennials.

Guess what, 40mg Strattera. Strattera canada, They don't care about the difference between programming time, commercial time and promo time, 150mg Strattera. 100mg Strattera, It's either good and I want to share it, or it's bad and you lose, Strattera us. Strattera japan, ProMax BDA recently posted a clip of me answering a question from Michael Benson, Time Warner Media's Global Chief Creative Officer, Strattera overseas, Strattera ebay, from their 2011 conference.  Michael asked, where's the line between "content" and "commercial, 20mg Strattera, 250mg Strattera, " and "when will the audience say, ok, 500mg Strattera, Strattera craiglist, that's enough?"

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No RX Flexeril

February 13, 2012 — 0

No RX Flexeril, UPDATE: Thanks to Chiptole for reaching out this morning after they read this post.  Turns out, McDonalds divested its share of Chipotle years ago, so Chipotle is not a "Golden Arches" company anymore.  Which might explain...


The most important thing about last night's Chipotle commercial PSA wasn't even the spot itself.   It was something worth more than all the media McDonald's Chipotle bought.  And it didn't even happen on TV. 

Johnny Kelly’s CG-animated ad for Chipotle

First, in case you missed it, here's last night's spot, created by animator Johnny Kelly, featuring Willie Nelson covering Cold Play's "Back to the Start."  It's Chiptole's first ever national campaign:

Yes, the spot's really, really good.  

Yes, it premiered during the Grammy's, reaching many millions of viewers who'd never seen the brand on TV before. 

Yes, positive interest in the brand spiked 1750% in the first minute after it launched.

Yes, Flexeril uk, Flexeril paypal, sales of the original Cold Play song shot up on iTunes, immediately, 20mg Flexeril. 150mg Flexeril, Yes, Willie Nelson made some cash and can now buy some weed Chipotle for himself, Flexeril usa. 1000mg Flexeril, Yes, tweets like this are all over the twittersphere:

Krista


@kristainchicago Krista


Social media at work, 40mg Flexeril. Flexeril ebay, I had to rewind the dvr to watch the chipotle commercial. Because of twitter, 250mg Flexeril. 100mg Flexeril, And then I downloaded willie nelson.


But what really mattered most happened next.  Chipotle's own employees took to social media to reinforce the campaign's credibility:







 

voltaman33 (17 minutes ago)


I work at Chipotle and they do go back to the start. No hormones, Flexeril canada, Flexeril us, RGBH, and most is organic, Flexeril australia. 30mg Flexeril, Truely a great movement: Food with Integrity.



When the very people who handle and prepare your food -- not the marketing tools who engineer image -- take to the interwebs to share their pride in the company's message reality, Chipotle wins. 

When a McDonald's company launches a local farming, 50mg Flexeril, 10mg Flexeril, sustainable living campaign and it doesn't blow up in its corporate face, Chiptole wins.   That, Flexeril japan, Flexeril craiglist, yo, is something media dollars can't buy. 

I never thought I'd say this, 500mg Flexeril, Flexeril coupon, but Chipotle wins.  

 


 

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