Inspiration Alley: New Promos from Guinness, Toyota and Cadbury

Thomas Edison said that genius is 1% inspiration, 99% perspiration. I can’t help you with the second part, but I can help you with the first.

Every Friday, I’ll present to you a variety of new online, mobile, and social media marketing campaigns. It’s my hope that you’ll be inspired by the works of others because face it, even though inspiration is only 1%, it can be much harder to come by than the other 99.

Guinness Attempts to Break a World’s Record

Holidays are always a good time for a promo and no holiday could be better for Guinness Beer than St. Patrick’s Day. But simply asking folks to party responsibly on the Friendliest Day of the Year isn’t enough, so Guinness has added a second gimmick. They’re inviting folks to help them make it into the Guinness Book of Worlds Records for “The Largest St. Patrick’s Day Celebration.”

1 Out of Every 5 People in the World Will Logon to a Social Network

Let me repeat that headline. In 2012, 1 out of every 5 people in the world will logon to a social network at least once a month.

Incredible, isn’t it? eMarketer says those 1.43 billion social network users represent an increase of 19.2% over last year. Think that’s something? By 2014, they say it will be 1 in 4.

And for the people who believe that Facebook is part of an alien plot to take over the world, here’s a look at their success stories.

The good old U.S. of A is way out in front, but since almost everyone in America already has a Facebook account, other countries have a chance of catching up. Check out India with nearly 50% of the US number. And Brazil with their 45.4 million Facebook users.

The Key to Video Ad Engagement? Surprise and Joy!

Surprise! People are paying attention to your video ad.

A new study, slated to appear in next month’s¬† Journal of Marketing Research¬† shows that serving up a surprise is the best way to get a video viewer’s attention. Now, a scary guy jumping out of the darkness will work just as well as an unexpected bunny wearing a space suit, but getting someone’s attention is only half the battle.

In order to keep their attention, the study says you should follow up with “content that elicits happy or joyful reactions.”

The researchers came to this conclusion by using eye tracking technology and facial recognition to figure out who was engaged and who wasn’t.

Said the authors:

Millennial Media Report Wraps Up the Mobile Marketing Year

It was a good year for mobile marketing, maybe the first where marketers of every size felt comfortable taking a run at it.

Millennial Media, the SMART report folks, have put together their year in review and it’s chock full of information about where we’ve been.

It begins with a true vertical explosion. Triple-digit growth in mobile ad spend.

Not surprisingly, technology is leading the way as the biggest spender in the mobile market. I would have thought Retail would be next, but Finance is going after all those busy people who live with a phone in their hands. Finance is actually the top global advertiser when ranked by spend.

Brand Management: It’s All About the Profile

They say you only have one chance to make a good first impression and this is certainly true for social media. Call it a profile, a brand page or homepage, that single spot on the web has to tell the world what you’re all about in a glance.

Big companies like Coca-Cola and Warner Brothers have teams of people who do nothing but handle company branding. They make sure that every graphic, every piece of text and every video associated with the brand conveys the essence of the company.

In the case of Coca-Cola, it’s not just about the soda, it’s about happiness, togetherness and world peace. Really. I’m not kidding.

For smaller companies or individuals who are the company, consistent branding is even more important. So don’t think you can skip this lesson because you’re a one-man band.

Ad Spending on Digital Shows Q4 Decline

The good news is, total advertising expenditures rose in 2011. The bad news is that the rise was only 0.8% and the internet didn’t make out all that well.

The numbers come from Kantar Media’s final 2011 report and it could be worse, right?

Looking at the Internet section, you can see that Q4 was a tough sell. Display still did okay for the year but paid search is down 2.8% over last year. Newspapers and magazines continued to take the hit in Q4 and in spite of a boost from their Spanish language options, ended the year down compared to 2010.

Ad Spending by Category

Automotive folks continue to be the biggest spenders with Retail coming in second. Insurance had the largest growth rate with Food and Candy and Telcom the only losers for the year.

German News Producers Want Search Engines to Pay for Content

Content is what makes Google run. Every result it returns is linked to a piece of content somewhere else on the web, be it an article, photo, video or website. Over the years, Google has increased the detail in their results so you get a better idea of what’s behind the curtain before you click.

All results have a couple of lines of text under them drawn from the start of the article or keywords from the site. Some even show you a preview of the site before you click. All of this is intended to help the searcher find what he needs. So it’s a good thing for both the searcher and the content provider, right?