With the nation’s increasing obsession with digital video recorders (DVR), companies are searching for ways to still get their message out there, without being skipped. If you watched NBC’s popular sitcom ‘30 Rock’ last week and didn’t DVR it, you probably saw a commercial featuring Chris Parnell as Dr. Spaceman, a character in the sitcom. Dr. Pepper and NBC’s strategy, using Chris Parnell’s character from the sitcom, as well as the way the commercial was visually shot, and how a ‘30 Rock’ promotion was tacked on at the end, is to create the illusion that the commercial is a part of ‘30 Rock,’ in hopes of keeping viewers interested.

Their main idea behind this tactic is if viewers see the beginning of the commercial, they will refrain from fast forwarding through the commercial because they are afraid they will miss something relating to the show. Since the commercial features a familiar character and actor who is typically associated with comedic roles, they expect the viewer will be even more interested in viewing the whole spot, since it has potential to be more entertaining than the average commercial.

This could not necessarily work for every company and every show, but has worked for years in many forms, some comedic and some serious. Though this isn’t the first time NBC has driven down this path, you may remember the MacGruber/SNL and Pepsi commercials, or Community and Turbo Tax, it reminds us that advertisers are constantly trying new ways to reach the public in lieu of the obstacles that new technology presents.

In an industry that appears stagnant, how can new-media marketing strategies help turn the corner? Many companies turn to social media and Internet marketing as a cost-effective strategy, but do they really work as well as traditional marketing strategies? Talk thinks so. And the NY Times agrees.

According to a NY Times case study, Ernesto Perez-Carillo Cigar Company hired advertising agency DeVito/Verdi to develop an efficient marketing strategy - including both traditional and social media marketing - for promoting their new cigar brand, E.P. Carillo, as well as a $13.00 limited edition cigar that would be released before the new brand.

Though they did not completely “ditch” traditional media, as they still attended trade shows and cigar events, their main campaign focused on the following three initiatives:

- A collage of live online mentions about the company and Ernesto Perez-Carrillo Jr, that appears on the EPC company Web site
- A Google Maps world map that reveals the origin of real-time Twitter messages about cigars
- A Facebook page

According to the NY Times article, EPC claims the campaign is extremely successful and they have increased their amount of foreign distributors. EPC also reports that the campaign has “generated a lot of buzz” and they are excited to hear so many people talking about their limited edition cigar. Who says you can’t teach old dogs new tricks?

Check it out for yourself: http://www.epcarrillo.com/

One month has passed since I began my internship here at Talk and I am pleased to report that it is going very well.  The experience I have gained in my time here has proven valuable and has given me some strong insights into the advertising world. It seems that no matter what sort of deadline is fast approaching, there is always time for the lighter side of things.  In fact, the other day I found out just how striking I look in a flesh-colored full body unitard (don’t worry this isn’t typical Talk dress code). Yes, the life of an intern is truly glamorous, but if you can’t laugh at yourself and make life fun then that’s no way of living.

This is what I love about the world of advertising. Everyday is different and unexpected.  My life has not revolved around sitting at a computer and inputting data or simply updating client lists.  I’ve had the opportunity to dip my toes into nearly every aspect of Talk’s day-to-day business. With the Talkies in the rearview mirror, I can say that it was a very valuable experience to be a part of.  I did more research on Super Bowl advertising than I could begin to even talk about and used social networking sites (Twitter) more than I ever had in the past.

Talk places great emphasis on the value of social networking and this has rubbed off on me much more than I thought it would have.  Even as a Communication Studies major and someone who loves the world of advertising, I was not a big believer in the usefulness of social networking sites.  Then I came to Talk and ever since I’ve found that Twitter has become a necessary tool to be taken advantage of.

I can say that without a doubt I will be looking forward to the next few upcoming months even if I don’t get to sport the unitard again.