Feb 23
Dentyne: Taking the Social Media Lexicon Offline
by Ian Sohn
Category: Digital Influence
Last week an OOH advert on the Chicago El train - from Dentyne - caught my eye:
I’m not here to critique the creative, although I do happen to like it. Rather, I’m just a bit surprised we (or maybe it’s just me) haven’t seen more brands use popular social media cues in their marketing communications.
Again, creative aside I like a few things here:
- It’s current (i.e. shows Dentyne is paying attention to the world around it)
- The imagery is emotional
- There is no URL on the ad. That’s right, no URL. Think about the call-to-action … “Make Face Time.” A URL would be a conflicting message. Glad to see this execution won out in what I can only imagine was a rigorous debate.
The full print and TV campaign is available on Dentyne’s site. Unfortunately there’s no embed code for the TV spots — seems like a miss.
Have you seen other brands leverage the growing popularity of social media in their offline communications? Please share.
9 Responses to “Dentyne: Taking the Social Media Lexicon Offline”
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February 23rd, 2009 at 11:52 am
[...] More [...]
February 23rd, 2009 at 11:52 am
interesting. i wrote a piece about his last week.
http://threeminds.organic.com/2009/02/when_was_the_last_time_you_mad.html
from a creative perspective, it is alluring.
February 23rd, 2009 at 2:30 pm
Ian,
There have been many ads using emoticons in the last few years, and then there was that whole Cingular campaign where everyone spoke in IM speak (”IDK my BFF Jill”).
Those Dentyne ads were plastered all over the NYC subways as well, in many cases taking over entire trains. The TV ad is on YouTube:
http://www.youtube.com/watch?v=QMoT1abNipM
February 24th, 2009 at 2:22 pm
Great Point Ian.
Social Media is more popular than ever. Advertisers and Marketers must come to grips with this.
This Dentyne ad shows pure emotion and it pulls you into what’s happening.
The problem for Dentyne is that you may not be able to make out that the Ad is about Dentyne. The chewing gum package could be just about any company — if you don’t look closely.
I don’t think this ad will directly sell any more packets of gum however.
Advertisers should start to build more campaigns using links to websites. The idea is to build greater value of the brand. Not to show that it is still alive.
Kirt Cable “The Ace” of Direct Response Copywriting, is one of the leading business advisors to “Top Producers”. He can be reached at iaserv@yahoo.com or http://www.cablecopy.com.
February 24th, 2009 at 4:04 pm
@Sarah Jo: Your post is excellent. Thanks for sharing.
@JenniferJ: Thanks for pointing out the vids on YouTube, although I still maintain the embed code should also be available on the brand’s own site.
@Kirt Cable: Ever visited http://makethelogobigger.blogspot.com/?
February 25th, 2009 at 1:20 pm
Ok, it’s lunchtime and I can’t resist (you started it) …
Brand: Eye doctors office.
Visual: Person wearing pirate mask over one eye.
Tag: Friends don’t poke friends.
Brand: Zoo
Visual: Birdcage with exotic birds
Tag: Tweet this.
Brand: Skiing slope/resort
Visual: Person skiing down large mountain with ski tracks higher on the mountain above them.
Tag: Never trackback.
February 25th, 2009 at 1:25 pm
@Rohit: I did indeed start it (in fact I downright asked for it!!).
Good examples - I need to get out more (or maybe stay in more) as I haven’t seen those.
Love the “Friends don’t poke friends” - very funny.
February 25th, 2009 at 3:20 pm
[...] I’ve seen which show companies using traditional media to evoke a social media message. Ian Sohn has a post on the Dentyne print ad and actually inspired me to write this post and seek out other [...]
February 26th, 2009 at 6:46 am
Actually, I made them up. But maybe one of the brands will be reading and grab the idea. I’ll just charge them my usual commission …