dunn and cooley

Marketing Madness

I work on a website called CoxHub.com and I was responsible for a lot of the creative and social marketing around the Providence College basketball team during their runs in the Big East and non-run in the NCAA Tournament.

While Cox Communications no longer has the rights to Providence College basketball (those now belong to Fox Sports 1), engagement with the fans and the program has never been greater because of a strong push to be more involved in the day to day conversation around the team. Using multiple touch points and mediums, engagement has grown tremendously over the course of the last year, culminating in this month’s activities in New York City and Columbus, Ohio.

Below are some links to the blog posts associated with Marketing Madness.

  1.  Neutral Site
  2.  Enjoy the Moment
  3.  Areas to Watch
  4.  Kris Dunn Highlight Reel
  5.  LaDontae Highlight Reel
  6.  Confidence and Questions
  7.  NCAA bracket response

And here are some of the social media posts associated with the campaign.

Obviously there are bigger companies and fanbases that get more engagement, simply because of the scales they’re dealing with, but the methodology is the same.

Be Prepared
Be Fast
Be Engaged
and try to be the best.

content is king av club

Content is king, and we are but its humble servants

“Content marketing is the only marketing left.” –Seth Godin.

Content is King!  That’s the rallying cry in marketing today.  Content producers make content revolving around products and services, hope something “goes viral” and reap whatever benefits they can from that.  Companies are shelling out millions of dollars to agencies and content creators are getting paid some money to write articles or produce videos around a company’s products and services.  For the company itself, there is a benefit to have their products and services promoted, however tangentially.  But what about creatives that are producing content that is shareable and “upworthy” outside of the context of promoted or sponsored content?

How valuable can content be if the people making it and paying for it don’t own it?  We live in a world where people “curate” material from artists and post it on their sites with impunity.  The AV club didn’t make that video you’re watching.  I should know.  I made a video that just eclipsed 500,000 hits with no ad dollars behind it based on AV Club and Buzzfeed and Spin picking it up, writing some copy around it, “Curating it” and posting it to their site with only Buzzfeed attributing it as a creation by a person and not just this amorphous idea of “The internet” that AV Club attributed it to.

A website like Buzzfeed, or Huffington Post or The AV Club or Bleacher Report or whatever fly-by-night uncreative algorithm nerds can sit and see what’s trending, steal it, add some cheap copy and accumulate hits until they start the process all over again.

Where is the attribution?  Where is the incentive for creatives?  This is turning into a Napster-like world for content creatives getting hosed by nerds with marketing budgets and no real creativity.

The model needs to change.  Just like it did for the music industry.  Someone needs to stand for the creatives and take these neo-monoliths down, or at least have them start paying for the use of videos and content.  

If you don’t own it, don’t post it.  And if you can’t make it, don’t fake it.