Every :30 second Super Bowl commercial you watch this Sunday came with a price tag of five million dollars. The same amount that GoPro will grant in cash prizes this year to its fandom of content creators in the GoPro Awards.

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The former represents the behemoth of traditional advertising, and the latter is arguably the future. Super Bowl Ads tell :30 to :60 stories that make an immediate impression and the GoPro Awards start stories that last a lifetime. One is an expense and the other is an investment.

‍As a marketer which one do you prefer?

Let’s start by looking at the benefits of Super Bowl ads:

• They reach an average of 114.4 MM people (CNN/Money Feb. 2015).
• People actually watch them. Imagine that!?!
• There is a viral effect, particularly for the good ones, which are talked about for several days before and after the game.
• Ads on the Super Bowl provide a nice ego boost to the marketing and C Level Suite executives.  Sorry, almost left this one out but it’s so true.

What are the drawbacks?

• The ad is “one and done.” On Monday morning, the money has been spent and the ad has run. It is void of any CRM play, i.e., an email, a pixel, or a Facebook ID to keep in touch with the target audience.
• Many of the Super Bowl viewers are not in the target market for a high percentage of the advertisers. For example, Maserati ran its first TV ad during the 2014 Super Bowl. How many people can afford a Maserati?
• Marketers are entering the most competitive, most highly produced ad environment known to man, creating risk that ads will fall short of expectations and end up toward the bottom of the rankings.

Now let’s look at the GoProAwards. To begin with, what are they? The GoPro Awards is a contest that embodies the very essence of GoPro’s mission, which is to empower consumers to capture and share life’s most memorable experiences. The GoPro awards serve to aggregate the world’s best User Generated GoPro Content, and will award five million dollars to the best content in multiple categories ranging from Extreme POV to Family. With the creation of these Awards, GoPro is walking the talk and investing in the people – the heroes - who buy and use their products. GoPro has created a StoryStarting Campaign where it has developed an idea that seeds stories and places its brand in the center.

What are the Benefits?

• GoPro puts its customers and itself in the center of the conversation between friends, family, and people interested in similar lines of content.
• This program creates a new community of people that can connect and discuss how they use their GoPro products.
• The content is largely self-sustaining because it is crowdsourced and will have a tremendous level of depth and growth.
• The site satisfies the ultimate rule for Growth Hacking by developing a marketing program that inspires and incentivizes consumers to use and promote a product in the way it was intended.
• By developing its own destination site, GoPro now has created the beginnings of a massive CRM database of e-mails, cookies, product usage, and behavioral patterns.
• The site is anything but one and done.  It is an ongoing, breathing marketing asset that should increase significantly in value.  Think YouTube for GoPro videos.
• The GoPro Awards is built into GoPro’s site, allowing visitors to simply point, click, explore and, of course, buy GoPro products.

What are the drawbacks?

• The website requires ongoing maintenance.
• The traffic builds over time and is not all at once.
• Five million dollars is a lot of money. The difference is that GoPro is giving the money to its customers rather than to a TV Network.

Which do I think is better?

‍Having worked in TV for 5 years and now in digital for 20, I have an appreciation for the value of both; however, it must be quite obvious that I prefer the story starting aspects of the GoPro Awards, and the potential it represents for the industry as a whole.

GoPro has answered the most important question in marketing today:

‍What type of experience can we build that inspires our customers to use our products more and become advocates for our brand?

‍Today’s best marketing strategies answer this question and create experiences that move their customers and drive culture. The brand becomes an integral part of the customer’s experience as opposed to simply being the sponsor. Spending money to lease a spot in a piece of content – radio, print or TV – will never be as powerful as being the originator of an experience that allows your customers to thrive and carry your story further.

Next Up: In my next blog learn how any brand can be a story starter.

‍Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification. Contact us here.

One of the coolest things about working in social is getting phone calls from clients that allow you to geek out on really awesome new sh!t.That’s why when Paramount calls with a request for you to produce a Facebook 360 video to promote the final installment of Paranormal Activity: Ghost Dimension, you may or may not squeal with excitement and pull out all the stops to make it happen.It should also be noted that this 360 video is the final piece of content that will ever come from the revered horror franchise, so we needed to give it a proper, ghostly disappearance…er sendoff.The video shows a group of teenagers breaking into the abandoned garage of the original Paranormal Activity house. Filled with the dusty remnants of the franchise’s victims, the kids use the garage for a séance in an attempt to experience the paranormal. Things take a quick turn for the deadly.Click on the video below to check it out for yourself. Best seen on tablet or your phone. If you are on desktop, click and drag from left to right to get the full 360-degree experience. NOTE: 360 videos aren’t viewable on Safari or Internet Explorer.

360 Degree Paranormal Activity SeanceContacting the dead is never a good idea - unless you record it on a 360-degree camera.Posted by IGN on Tuesday, December 15, 2015 

Our team endeavored to make this a truly immersive, interactive VR experience that touched on the film’s themes, and included plenty of “Easter eggs” for the viewer to discover. With surprises, frights and delights coming from all angles, viewers are enticed to engage in repeat viewings. As of mid-January, the video has been watched more than one million times.

As a fun, strategic twist, we decided to cast social influencers and fans of Paranormal Activity to star in the video. The cross promotion coming from the influencers helped us to expand our reach and social prominence. We also partnered with gaming and entertainment behemoth IGN to further amplify distribution.Facebook 360, which was initially only available for testing to major brands and publishers, is now available to anyone looking to dabble in VR. And let us just say, if there is any experiential element to your brand or story whatsoever, you better get to dabbling.From places you want to go, to things you want to see or know, the possibilities are truly remarkable. Facebook 360 allows you to become fully immersed in news, brand experiences, entertainment, sports, travel and live events like never before. And it’s just the beginning.Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.

Our 2016 Social Media Survival Guide provides the What, Why and How to succeed this year, with a look at the Three Core Pillars of Social Media - Data, Creative & Amplification.Here are some specific topics that we cover:• How Small Data trumps Big Data• Why First Party Data is critical today• Why building your Archetypes is essential• What Shiny New Things you will need this year to survive• What 7 out of 10 brands lack when it comes to community management• Why 2016 is more about Story Starting than just Storytelling

“Content is king” is the most overused, generic statement used in the business of social today. What is Content the king of, exactly? Was this “Content” democratically elected as the ruler or is Content a patriarchal monarchy, or even worse – a ceremonious figure for a larger republic? It’s bland, lazy thinking to say “Content is king” and then sit back in your chair like you just nailed Coke’s new social strategy.I'm aware of just how important video is on both Facebook and Instagram. But, what I like about Facebook’s most recent foray into 360 degree video is that it stops that kind of babble in its tracks. To shoot a 360 video you need hands-on expertise, and incredible amount of planning and, of course, you need to know your way around a video camera. Actually, you’re going to have to be able to navigate six video cameras. That are locked together. And you'll need to know how to use immersive sound. And have the editing capabilities to build a virtual reality narrative. Honestly, I could go on for hours.It’s certainly not the most egalitarian product they’ve ever released, but it does an excellent job of separating the big kids from the talkers when it comes to creative agencies.All of that work is so worth it, too. Just browse this page briefly. How cool is that? You can click anywhere and fully immerse yourself in a video experience from every angle. What brand wouldn’t want something that tactile to digitally represent themselves?The Star Wars 360 example is by far the most famous to date, and rightfully so. But I love the potential that Showtime’s boxing video showed – intent on communicating atmosphere and experience. This is the problem with selfie and selfie culture – they’re an attempt to document a singular moment. The potential for 360 video is to take that an enormous and more interesting step further in communicating everything that's happening during a particular experience.Time lapse and cinemagraphs were a big hit in 2015, but 360 video is poised to be the “it” creative execution in 2016. Shiny new things are always exciting, and more and more brands are flocking to this type of experience. Facebook is certainly paving the way by broadly releasing an ad unit that supports this video type in Q1 of 2016. It will be interesting to watch the evolution of this technology as it begins to appear more in the news feed, but one thing is for certain, 360 video is going to be a game changer.Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.

Instagram ads, to quote my favorite movie, are so hot right now. Like a club that had long been closed to the public and then suddenly dropped its velvet rope, brands are flocking to the platform. Now that there is some benchmarking data to work with, the question is…how is it performing?For the purpose of this article we’re just going to talk about 15 second videos. We have the most data on that ad type, and it’s easier to compare apples to apples. You hear that, trolls?CostI’ve read some articles about about how “Instagram is 2X the cost per view as Facebook” and yes, that’s true. But, in reality we’re talking about a 2-3 cent jump in cost per view. Nothing even close to being cost obstructive. Facebook typically comes in at $.02 to $.03 cost per view (assuming there is no crazy targeting). Instagram ranges in the $.04 to $.06. Both offer a value for video that is essentially unmatched in display.Quality of ViewThis is becoming a bigger and bigger deal as auto play progresses. If every social video buy is automatically incredibly cost efficient, how do you mark quality?To answer that question, we’ve been looking at video completions and average percent of video viewed. In this respect, Instagram is actually outpacing Facebook. For 15 second videos we typically see an average percent viewed of roughly 60% - about 8 seconds. Instagram absolutely destroys that with the 11 second average we’re seeing internally. That’s only a 3 second difference, but it’s not a negligible number. Three seconds in a social video can be the difference between your user understanding your narrative or only seeing a fraction of it, making your message moot.That’s not to say that Facebook is a low quality view – especially given its capability to support full length movie trailers. But in the context of this short snippet, Instagram does an excellent job of proving why it’s worth a few extra pennies per view.User ExperienceThis is where Instagram really does an excellent job. The video takes up a huge share of the screen so it’s easy to see why people are watching longer – there is less in their experience to distract them.Facebook goes a different direction, you’re going to share the screen with other content, but if a viewer prefers a more immersive viewing experience, full screen options are available. This is why Facebook and Instagram have similar completion rates (both ranging from 20% to 30%). At the end of the day, don’t get me wrong. I really like both. It’s like being asked to choose between my kids - it’s basically impossible to pick a winner. Unless one of my kids becomes really good at basketball, then it’s essentially a no brainer. Hit that three, Jake, Jr.Both platforms bring a unique video experience to the table, share targeting, and provide the most efficient digital video buy available right now. You honestly can’t go wrong with either.Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.