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OK, so was catching up on my email tonight and noticed that (my admittedly personal and subjective) opinion has been validated, by at least one metric anyway. Turns out the Burger King “Square-Butt” spot made its Online Viral Video Chart debut in third place, according to Ad Age:
BK's Square-Butt Spot Makes Viral-Chart Debut in Third Place
Published: April 16, 2009
NEW YORK (Ad Age.com) -- The King likes square butts -- and web-video viewers sure like his crooning about them. The Crispin-produced video promoting Burger King's SpongeBob SquarePants kids meals, which is also airing on TV, entered this week's viral-video chart in the No. 3 spot with more than a half million views, according to data from video-measurement firm Visible Measures.
Yet again, the guys at Crispin Porter + Bogusky hit a home run for their client, while further reinforcing their long-standing image within the industry as Creative & Marketing Rock Stars…and maintaining this status in my personal ranking as well, since I have been loving almost everything they produce from the first time I became aware of this agency’s work back in 2005.
Dear CP+B: Keep pushing the envelope, making it memorable and above all continuing to bring your A-game material, because I just love this stuff…
Personal branding in the age of Google
A friend advertised on Craigslist for a housekeeper.
Three interesting resumes came to the top. She googled each person's name.
The first search turned up a MySpace page. There was a picture of the applicant, drinking beer from a funnel. Under hobbies, the first entry was, "binge drinking."
The second search turned up a personal blog (a good one, actually). The most recent entry said something like, "I am applying for some menial jobs that are below me, and I'm annoyed by it. I'll certainly quit the minute I sell a few paintings."
And the third? There were only six matches, and the sixth was from the local police department, indicating that the applicant had been arrested for shoplifting two years earlier.
Three for three.
Google never forgets.
Of course, you don't have to be a drunk, a thief or a bitter failure for this to backfire. Everything you do now ends up in your permanent record. The best plan is to overload Google with a long tail of good stuff and to always act as if you're on Candid Camera, because you are.
The panhandler's secret
When there were old-school parking meters in New York, quarters were precious.
One day, I'm walking down the street and a guy comes up to me and says, "Do you have a dollar for four quarters?" He held out his hand with four quarters in it.
Curious, I engaged with him. I took out a dollar bill and took the four quarters.
Then he turned to me and said, "can you spare a quarter?"
What a fascinating interaction.
First, he engaged me. A fair trade, one that perhaps even benefited me, not him.
Now, we have a relationship. Now, he knows I have a quarter (in my hand, even). So his next request is much more difficult to turn down. If he had just walked up to me and said, "can you spare a quarter," he would have been invisible.
Too often, we close the sale before we even open it.
Interact first, sell second.