To say that this week’s been craptastic, would be an understatement. Then, the fabulous Vegas Exposed campaign debuted.
Originally, I thought it was a “special” campaign courtesy of R&R Partners and LVCVA. I can’t begin to tell you how thrilled I was that my hotel room tax dollars were helping pay for this campaign.
But, then it hit me. It was not an LVCVA debacle. Vegas.com was simply following in their beloved footsteps. And, my love for the campaign grew. Ahh, where to begin?
- WTF. Could Mirage’s logo be any bigger?
- Where’s the call to action? Oh, wait, it’s below the fold. Why would you ever put it in the main video? What about a CTA to book a room or show ticket? Hell, I’ll even take “Learn More” for $200.
- Their YouTube Channel indicates that people didn’t bother watching more than one to two of the nine videos already posted. Approximately 15 more are being posted over the next three weeks. Anyone want to take a gamble at how many of those will be watched?
Must be nice to be a Brand Marketer who isn’t held accountable for anything that resembles a real ROI. And yes, I’m jealous 
I’m struggling again. “Digital Innovation” is all the rage. In the last few weeks, I’ve read more than my fair share of articles that tout innovation as the only way to survive the downturn in the economy.
I get it. I’m all for innovation. But, I’m still struggling with the idea. If your company is solely focused on very short term goals, where does innovation fit in?
David Lauren, Senior VP of Advertising for Ralph Lauren, states it simply in this article when talking about QR codes, “When the US catches up…. we’ll be ready.” And, that’s exactly my problem- we WILL be ready. Innovation allows you to be prepared and ahead of the future game. But, what about the NOW game? QR codes, Augmented Reality, even mobile, don’t have enough penetration to make an immediate, short term impact. So, why bother focusing on those things?
Maybe for short term goals we need to think about innovation differently. Maybe short term innovation is about taking old ideas and making them new. Maybe it’s about perfecting the basics. Maybe it’s about seeing what’s right in front of our faces. And, maybe, it’s about none of those things.
At the beginning of the year, I wrote about the Top 5 Things I’m Already Sick Of. Rereading them, I realize these things haven’t abated and I’m still sick of them. But, here’s a few more things I’m getting sick of.
- Social Media Boys Club. They seem to be getting worse. They’re everywhere. In every industry. Watching people (or brands) do the circle jerk makes me puke.
- The economy sucking. It has sucked the fun out of every. single. job. It has also forced businesses to focus on short term vs. long term goals. Goodbye innovation, hello panicked, reactive choices.
- Whining that you your idea was plagiarized. Give me a break and get over it.
- Strategy Planning. In theory, I love it. But, what a total waste of time. If you’re not focusing on long term goals, why bother? Leave me alone and let me make the stupid, panicked, reactive movements you’re crying about. Oh yeah, and we’re stuck making these decisions because the HIPPOS refuse to focus on anything that could be remotely classified as a long term goal.
- Being sick. ‘Nuff said.
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