Last week saw KFC’s legendary bunless belly builder, the Double Down, reach New Zealand shores. Media commentators are describing it as a triumph of marketing, variously attributing it to an excellent public relations campign, social media campaign, or even suggesting there may have been some dodgy paid promotional shill type activity.
What I think they have failed to realise is that ultimately this is a marketing triumph because KFC had the balls to do something that was worth talking about.
People were always going to talk about a fatty, calorific, and possibly extremely delicious (depending who you talk to) burger. Not just a burger though, a burger unlike any you can get from any other fast food outlet. KFC New Zealand knew that by bringing it they would polarise portions of the New Zealand population. On one side you would have people crying foul at them pedaling a “heart attack in a box”, and on the other legions of adoring fans defending their right to eat anything they deem delicious.
Whether you think that the Double Down is a artery-clogging abomination or the pinnacle of protein provision, you have to admit that what KFC did well was to create a product that was worth talking about. On national news, on facebook, and around the water cooler. It truly is a remarkable piece of food.
This is what your marketing department should be thinking about. Not just your catchy new slogan, clever TV ad, or discount promotion, but how you can make your product or service something that is worth talking about. If they can do that you don’t need to worry so much about your advertising budget.
Choi + Shine Architects recently picked up the Boston Society of Architects award for this project re-imagining high voltage pylons. Unfortunately the Icelandic folk who were running the competition in which they were entered didn’t like them enough to run out and build them. I would love to see these carrying the national grid here in NZ, imagine these set against the rugged central plateau landscape. (via designboom)
This multi-touch DJ interface, a senior degree project from Greg Werk, looks pretty neat. Think he may be overstating the problem a little (given any club worth its salt has gear already – never have I seen a DJ have to do a full gear set up while another plays), but still nice to see people pushing the boundaries a little.
If you are a marketing-or-advertising-type-person then you should read this letter, laugh, then actually sit down and think about it. If you aren’t, just read it, nod sagely, and feel free to point and laugh at us marketers.
This image is awesome. I wish I could find out who is responsible for it, but haven’t been able to figure it out. That is all. (via Feltron)
Telephoneme is a hybrid live-action/animated short film about the alphabet carrying secret meanings, based on ‘The Alphabet Conspiracy’ an educational film from the 60′s. Head over to the Telephoneme website and download the press kit to get the full background, or just check the super stylish film itself below.
Back from my crazy adventures pretending to be a globe trotting professional mountain biker and there is plenty to catch up on. Here is a little sample of what has been keeping me entertained lately…
Watching this video of Paul Basagoitia ripping his back yard as we tripped around Canada got me pretty pumped up (and also wondering how feasible it would be for me to buy a house with a good chunk of land attached). Also of interest, Trent Palmer shot this using a Canon 7D mounted on a radio control helicopter. How cool is that!
More New Math provides a vast array of life lessons by way of equation.
Pilot Magazine is without doubt the hottest print publication here in NZ right now. They also run a great little blog that is worth keeping an eye on in between the visual feast that is each of their issues (if you can, get hold of a copy of their latest issue). Apparently it is temporary and a ‘real’ site is coming… If that is the case then I can’t wait to see what they have in store.
How to Write an Advertising Manifesto (aka The Manifesto Manifesto) is an outstandingly astute and witty observation from Kim Mok.
I have to admit though, I do still really want to write a manifesto at some point. The point at which I feel strongly enough about something to write a manifesto about it. Just the word manifesto gets me all fired up. (via Fishing for bats)
Diesel’s new ‘Be Stupid’ campaign includes some of the freshest work I have seen in a while. Up until now the stuff I have seen has mainly been clever copy & killer photography, but they took it experiential with Diesel Facepark, Facebook in the real world. Why? Apparently digital is smart and analogue is stupid, and Diesel says be stupid.
My good friends Matt & Dayna make kids television here in NZ that is often really funny for (kinda) adults. Want proof? Check Matt’s alternative version of BoB feat. Bruno Mars “Nothin’ on You”…
Version3.0 is the virtual home of me, Duncan Blair. You will find me writing about an eclectic mix of branding, marketing, music, things that look good, and anything else that I find interesting. For more about me, head on over to find out all about version3.0.
