Cool for Useful’s Sake

It’s Monday of my second week on the job — and let me tell you — I LOVE IT.

Love, love, love it.

BSSP is an amazing (and so much fun) environment to learn and grow in, and from day one I was so confident that I’d chosen the right career path.

Oh, and remember how I told you I’m living on a boat? Well, it’s a pretty sweet setup; despite the fact that for the first time this weekend, we fell asleep knowing we were on a boat. It was a bit like if someone was gently rocking you to sleep, if said rocking was the slightest bit terrifying.

My roommates are great, and we’ve gotten to do some pretty cool stuff (like the Chipotle Cultive Festival and wandering around Haight Ashbury). We might be bums during the week, but I intend to make the absolute most out of every weekend we’re here.

Spent time in the Bay Area? I’m open to any and all recommendations!

Anyways, my job (planning) involves lots of reading. From Adweek and PSFK to Trendspotting and the most obscure of blogs. What’s great is that, in essence, it’s a lot like what I do for this blog and for AWSC. Only more intensive.

It’s awesome to see all of the cool executions that come out of markets other than the US. Last week, I found two that really stood out.

So many cool things come out of Brazil (like this clever use of Vine from @heinekenbr or this ad for Peugeot).

This is just the latest:

Award fodder or not, the execution is pretty amazing. Sure, it’s tangentially related to the product (Nivea’s new sun protection line); but still, the idea of an ad that harnesses the power of the sun to charge your phone? That’s insane. Difficult to execute, but extremely well-done.

And who wouldn’t want that surprise in their beach read? I certainly would. How useful! And memorable.

The second execution that stood out to me comes out of Paris, where Scrabble (no, not Words With Friends, we’re talking the classic) took it upon itself to provide Wi-Fi to the masses — so long as they were able to spell.

In places where there wasn’t any WiFi, Scrabble armed vans with a portable Wi-Fi connections and then challenged people to join the ‘Scrabble Wi-Fi Network’ to win their free minutes by turning Scrabble words into passwords.

What I love about both of these is probably something I’ve said before. They weren’t just ‘cool for cool’s sake’ — they actually had a purpose, and a useful one at that. By doing so, both brands gave consumers something tangible to remember them by (and likely laid the groundwork for awards season, too).


Quality v. Quantity

After day two of my internship, I’m utterly exhausted. I forgot how tiring a full-time job can be! (Promise, I’ll update all of you soon, but I can barely stay awake for my Blackhawks right now.) But in the research I was doing for work today, I came across this quote from Volvo’s CMO in Digiday. It’s a pretty succinct summary of — I think — many of the points I continually try to make, so I just had to share:

Q: If you had all of the brand managers from the world’s largest brands in one room and you could give them one piece of advice pertaining to social media, what would it be?

A: I would say impressions aren’t everything. The quality of the impact, the story you’re telling, and how impactful it is deserves more attention than the impressions. Think about quality first and then determine how you want to get that story out. Too often, marketers are putting less emphasis on the quality of the story.