Last week we launched our Christmas email campaign for Jack Daniel’s. This year it’s all about celebrating the family; the Jack Daniel’s family and of course your own in whatever form that takes.
The campaign, running throughout December in both the UK and Ireland, is designed to remind people that it’s not what’s under the tree that matters most, it’s who’s around it. It also gives consumers the chance to win the Jack Daniel’s family – a bottle of each of the brands; Old No.7, Tennessee Honey, Gentleman Jack and Single Barrel – by posting a picture of themselves and their family to the Jack Daniel’s UK or Ireland Facebook pages.
What a great way to end October- Halloween, pumpkin carving and then this! Despite a desire to go off trick or treating, instead last night Chloe Ellis and Richard Southon headed to The Grocer’s MAP Awards held at the London Film Institute Museum, Southbank.
And we’re delighted to say they didn’t come back empty handed, picking up Direct Marketing Campaign of the Year for our work launching Jack Daniel’s Tennessee Honey in the UK. Best Halloween treat we received by far!
We marketers certainly love our ‘next new shiny thing’. It was Social, then Shopper, then Content and now it seems that the latest rising star to take the spotlight at the busy brand planning table is real-time marketing.
With the rise of social, particularly mobile social, coupled with our apparent desire to share our daily (largely uninteresting) lives with the world, the birth of real-time marketing seems somewhat inevitable. As Douglas Rushkoff points this out in his book Present Shock, and also discussed in a recent edition of Marketing, technological advancements have put us very much ‘in the now’, feeding our need for instant gratification and cultivating the ‘have it now’ world in which we live. If we are all living in real-time should marketers be worrying about the future at all? Rushkoff thinks not. As we’re recording, discussing and sharing the now like never before he believes it is here where marketers must aim the bulk of their attention.
So are we now saying that long term thinking and planning is irrelevant and long-term virtues like trust, authenticity and loyalty are things that can never, and therefore should never, be strived for? Maybe it’s just the term ‘bulk’ that doesn’t sit quite right with me but I can’t help thinking this is all a bit short-sighted. An unfortunate consequence of existing ‘in the now’ is that it also goes hand-in-hand with our throwaway mentality as things quickly become irrelevant as we move on to the next thing. Living and focusing constantly ‘in the now’ has resulted in little of what we do or say having any lasting value - for that was never its purpose in the first place. Surely that’s a bad place for a brand to concentrate the ‘bulk’ of its efforts?
So why the allure? Possibly because real-time marketing offers that holy grail of brand ambitions; relevance. Harnessed well it’s shaping up to be a powerful tool. But handled without full consideration then you end up doing the exact opposite as this infamous tumblr page proved when the birth of the royal baby sparked a sea of brands desperate to cash in on the real-time opportunity, clumsily shoehorning themselves into the debate whether they belonged there or not.
Now I’m not saying real-time marketing doesn’t hold great value. It does. But like all these new techniques and channels there is a tendency for brands, fearful of being left behind, to become too preoccupied in how to use it before first thinking why, whether and where it fits into the overall strategy. The birth and evolution of marketing techniques and channels is a wonderful thing but I’d always favour integration over dominance.