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Rick Mathieson
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It’s the biggest buzzword in marketing today—but also the most over-hyped. Indeed, for all the promise of “content marketing,” it’s not as easy as it seems. In a recent poll, a full 43% of B2B marketers, for instance, cite content... Continue reading
Posted 7 days ago at RICK MATHIESON: GEN WOW
Pepsi Max's new 'Friend Finder' drones help you find your friends at concerts. In a world where these airborne 'droids seem to be taking over everything from Amazon deliveries to skywriting, technology is always searching for new ways to reach... Continue reading
Posted Aug 24, 2015 at RICK MATHIESON: GEN WOW
Betabrand knows how to break news. Or at least break into it. The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a... Continue reading
Posted Jul 31, 2015 at RICK MATHIESON: GEN WOW
Don't look now, but this "Girl" is "Unstoppable." A year—and countless awards—after the debut of Leo Burnett's "Like A Girl" video for Procter & Gamble's Always brand, the effort is out with a new spot dealing with a lack of... Continue reading
Posted Jul 29, 2015 at RICK MATHIESON: GEN WOW
From "prankvertising" to "newsjacking." In the conclusion of my recent appearance on the Jim Blasingame Show/Forbes Radio, we get into newsjacking, which is more popularly known as real-time marketing. If you're not familiar with the term, think Oreo's much ballyhooed... Continue reading
Posted Jul 7, 2015 at RICK MATHIESON: GEN WOW
My 2015 'Half-Time' Report on Digital Marketing Trends continues on the Jim Blasingame Show—with the rise of prankvertising. As longtime readers know, I've always been a fan of prankvertising—some favorites are shared in this post, and you can find many... Continue reading
Posted Jul 1, 2015 at RICK MATHIESON: GEN WOW
Get ready for a 2015 'Half-Time' Report on Digital Marketing Trends. With the Cannes Lions Ad Festival in full swing (which we'll look at a little more in depth next week), I was featured on the Jim Blasingame Show on... Continue reading
Posted Jun 28, 2015 at RICK MATHIESON: GEN WOW
If you thought Poo-Pourri's first video was outrageous, just wait til' you see what Grandma has to say about it all. In the latest from Suzy Batiz and her Addison, TX-based "spray-before-you-go" bathroom spray demonstrates once again how to market... Continue reading
Posted Jun 20, 2015 at RICK MATHIESON: GEN WOW
Can a new TV show about a female superhero aspire to create positive messages for girls and women as well as (or better than) a certain viral video from a feminine products brand? In just the last few weeks, Procter... Continue reading
Posted Jun 16, 2015 at RICK MATHIESON: GEN WOW
It's enough to make you love retargeting. Online display ads for 3M's Post-It brand sticky notes have proven just that—sticky—by enabling consumers to write themselves notes, reminders and to-do lists right inside the ad units. Through the magic of retargeting—technologies... Continue reading
Posted Jun 10, 2015 at RICK MATHIESON: GEN WOW
Okay, there's rarely a moment when a large TV screen is much out of arms reach these days. So maybe this is the solution to a problem that few will ever face. But it's still hard not to love the... Continue reading
Posted Jun 3, 2015 at RICK MATHIESON: GEN WOW
Turns out there's something even cooler than Wendy's supremely appealing spokesperson Morgan Smith Goodwin (above). Word is out that the fast fooder has opened up an innovation lab focused on fast-tracking consumer-facing tech and experiences, with an emphasis on all... Continue reading
Posted May 27, 2015 at RICK MATHIESON: GEN WOW
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"Like magic before your eyes." That's how Go2 Production's Adrian Scott puts it when comparing 3D projection mapping to most virtual and augmented reality experiences requiring mobile phones, Oculus Rift, Google Cardboard or other consumer devices to enjoy. In the... Continue reading
Posted May 12, 2015 at RICK MATHIESON: GEN WOW
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So how do you do 3D projection mapping right? Go2 Production's Adrian Scott gets into the secrets of success with 3D projection mapping in part three of my recent conversation with him. We'll hear about some of the Copperfieldian stagecraft... Continue reading
Posted Apr 28, 2015 at RICK MATHIESON: GEN WOW
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Call it "ROI at the speed of 'Like.'" In part two of my recent conversation with Adrian Scott, head of Vancouver-based Go2 Productions, we discuss why the real power of 3D projections like the ones shown in the highlight reel... Continue reading
Posted Apr 21, 2015 at RICK MATHIESON: GEN WOW
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Is Digital Outdoor the new TV spot? I've posed the question before, and more and more, it seems like the answer is an emphatic "Yes!" While TV is still the dominant form of media, digital outdoor in general - 3D... Continue reading
Posted Apr 7, 2015 at RICK MATHIESON: GEN WOW
Can someone who has never worked in advertising really cover it? Or is it even better that way? In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it... Continue reading
Posted Apr 2, 2015 at RICK MATHIESON: GEN WOW
By now, we're all familiar with the rapid rise of the Internet, the mobile revolution, the emergence of social media and more. But beyond the technological changes and what they mean to the way we connect with consumers through new... Continue reading
Posted Mar 4, 2015 at RICK MATHIESON: GEN WOW
Content marketing may get a lot of buzz these days - but it's as old as advertising itself. In part two of my conversation with longtime New York Times advertising columnist Stuart Elliott, we continue to talk about how social... Continue reading
Posted Feb 17, 2015 at RICK MATHIESON: GEN WOW
Some of our favorite digital marketing innovations from the year just past, from the whimsical to the sublime. PAULIG MUKI: MUG SHOTS This coffee mug that uses heat from coffee to produce pictures, messages, quotes, comic strips or even today's... Continue reading
Posted Feb 5, 2015 at RICK MATHIESON: GEN WOW
Elliott has phoned home - much to everyone's surprise. The advertising world released a collective gasp when news hit that Stuart Elliott - the longtime advertising columnist for the New York Times - was accepting a buy-out package and would... Continue reading
Posted Feb 4, 2015 at RICK MATHIESON: GEN WOW
Maybe it says something that I leveraged a tagline from a 30-year-old TV campaign in referencing GE. Still (maybe the last) bastion of what passes for mass media these days, TV remains supreme. But i may no longer possess the... Continue reading
Posted Jan 19, 2015 at RICK MATHIESON: GEN WOW
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Call it branded video's mischievous cousin (don't miss our Top 10 Branded Videos, too). Stuntvertising. Hell, call it whatever you like—just as long as the camera is rolling as you punk one of your customers so other people can laugh... Continue reading
Posted Jan 2, 2015 at RICK MATHIESON: GEN WOW
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It's no secret video marketing is a red hot topic these days, from micro-videos to how-tos to promos to feature-length movies. But for us, our favorite brand videos tended to fall into one of two categories - narratives (ie, more... Continue reading
Posted Jan 1, 2015 at RICK MATHIESON: GEN WOW
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3D projection mapping is the medium with the least exciting name and the most eye-popping impact. Also known as "spatial augmented reality" (a much better, but equally esoteric name), projection mapping is indeed technology that makes physical objects come to... Continue reading
Posted Dec 30, 2014 at RICK MATHIESON: GEN WOW