We’ve Got Balls

July 2nd, 2010

“Hey…wouldn’t it be kinda cool if we replaced our office chairs with balance balls?”

We had no idea that something that started as a somewhat rhetorical and completely theoretical question would turn into an office revolution.

About six weeks ago, we said goodbye to our old (albeit pretty damn cool) desk chairs, and brought in a set of Gaiam Balance Balls to sit on.

And while not everyone was convinced, one by one, we fell in love with our balls (OK, we’ll stop).

It started as a couple of us taking a two-minute break to do some stretches, and then it grew into a timed balancing exercise, and from there, we instituted short, office-wide workouts throughout the day. SkadFit was born.

What is SkadFit? Aside from a spectacularly clever name for our company’s fitness program, it’s our company’s fitness program. Every day, at 10:05, 11:05, 2:05, 3:05 and 4:30, we all stop what we’re doing and get together for a short workout. Each session consists of three exercises, and then it’s back to work. Five minutes, max. “I don’t have time” is simply not a valid excuse.

We don’t like to think about it, but we (not just us, you too…yes, you) spend a whole lot time sitting on our asses. By committing just five minutes, a few times a day, the whole office has turned into a healthier (and happier) place. We find ourselves eating better, suggesting different exercise ideas, and having a lot of fun doing it.

If a small change can have such an impact on our office, why couldn’t it do the same for others? You don’t have to have balls of your own to do it (sorry, last one). Commit a few short minutes every day to do something healthy and positive, and get the office involved. What have ya got to lose?

And because we just can’t help ourselves this one last time…balls.

Ideas Are Everywhere

May 24th, 2010

I was recently interviewed for and quoted in an AdAge story. The gist of the article is about whether or not using Consumer Generated Content and ideas in advertising has worn out its welcome. There was a time, of course, when asking consumers for their ideas was the “new hot thing” and big brands like Doritos, Converse and CareerBuilder were quite successful with such efforts. Now, the theory (and story) goes, such campaigns have jumped the shark. Somehow, it appears that consumers have gotten less creative. Or, that’s what the “creative community” would have you believe anyway. As the lone “industry type” interviewed for the story who dissented on this belief, I beg to differ.

A friend of mine pointed out (as did I in the interview, but this point didn’t make the final edit), that the very foundation of this theory is flawed. It kind of assumes that all advertising NOT created by consumers is good. And, we all know that’s not the case. (That’s not so much an entirely different blog post, as much as it is a book.) What’s worse, the story (and most of the comments) reads like advertising professionals have some kind of gift from God that only allows them to understand a brand and, as a result of that gift, create advertising.

Why the fear? Is there some concern that brands are going to start looking to consumers for all of their marketing programs? And, if they do…so what? If brands did actually do that, whose fault would it be? I’d argue that it’d be the fault of the marketing community. An argument can be made that if agencies did their jobs correctly, their clients wouldn’t be looking for alternatives. (Oh, and spare me the budgetary arguments about Consumer Generated Content being cheaper and more appealing.)

The other point that I made that didn’t make the article is that creatives are arrogant as hell. The “not invented here” complex runs deep in the advertising circles. Have you EVER tried to pitch something that required you to go through an agency? Doesn’t matter how good the idea is, or even whether or not it would step on the agency’s turf…there’s no chance that idea will get through to the end client. No chance. (This is a big part of the reason why we cringe when Skadaddle gets dubbed an “advertising agency.” We’re not. We’re all about engagement. With consumers and clients alike. We don’t think it’s very engaging to assume that you’re the only one who knows anything.)

If “in this economy” is going to continue to be used as the world’s greatest excuse for not finding success, shouldn’t we all be looking for new ways to be successful? And, if someone comes up with a good idea, wouldn’t we be better served (and wouldn’t our clients be better served) if we passed those ideas along? Don’t we end up looking BETTER for supporting good ideas – WHEREVER THEY COME FROM? Seems to me that the fear of losing the client just means (again) that the job isn’t getting done. If you fear losing your client – step up. Don’t simply make blanket statements that ideas can’t come from all kinds of sources.

Now, to be fair, as I said in the article, sometimes the consumer execution sucks. Well, that’s where the agency can actually help. Ideas…are everywhere.

A Friendly Kick in the Ass

April 26th, 2010

Late last week our inboxes were flooded with the exciting news that the deadline for the Small Agency Awards had been extended. And, for a brief moment, we forgot all about some of the things that make Skadaddle special (if we do say so ourselves) and considered entering the “aha moment” campaign for “Campaign of the Year.”

Entering the contest (let’s face it, that’s exactly what it is, “Dancing with the Stars” for Small Agencies – except that we don’t get any face time with the judges), we thought, could provide us with the opportunity to win. And winning, well, that would provide us with potential prestige. It could provide us with an instant boost of morale. It could provide us with the opportunity to update our email signatures. It could provide us with a really neat trophy.

What we briefly forgot, however, is that we don’t care about awards at Skadaddle. We especially don’t care about awards where the rules for entry include the language, “Remember, a bored or confused judge is not going to give you a higher mark.” Heaven forbid the judges should get bored! A catastrophe of epic proportions! 

We love the work we’ve done on the “aha moment” campaign, and the fact is, the responses we’ve received from our client and consumers in the social media sphere are the only accolades we care about. Thinking for a minute that we cared about a random “judge” (who might just be bored!) was a wake-up call.

Skadaddle wasn’t founded to be an agency. We created Skadaddle to NOT be an agency. We created Skadaddle to do work that our clients liked, but also that we liked. We wanted to build something where people had fun. And by “people,” we mean anyone that comes in contact with Skadaddle – clients, producers, consumers, fans, followers, dogs, and yes, even the occasional monkey (about which, we’ve promised PETA we will not use in any of our work). Some trophy from some dude who may or may not be bored and is basing his decision on a few links isn’t going to make our day more fun. It would probably have the opposite affect.

The fact that we even considered the award, however – even for just a minute – is the kind of friendly kick in the ass that we need from time to time. It’s that instant “check-in” that allows you to take a good, long introspective look at yourselves to find out if you’re still on track. We weren’t. While we hold on to the core values of why we started the company and how we wanted to go about executing those values, in practice, we weren’t quite on the same page.

Frankly, it’s probably a normal reaction to what happens in the course of doing business. We got busy. We were rolling out the second year of the aha moment campaign, we had successfully launched our new web series and we were in a constant state of development. Heads were down and we were cranking out the work product. What happens, however, when the heads are down too much is that the fun starts to wane. The impromptu brainstorming stops. The “reason for being” takes a hit. As long as the train doesn’t ever get totally derailed, though, things can be fixed. Heads can be picked up. Sometimes, you just need a swift kick in the ass to make that happen.

So, thank you Small Agency Awards. We’re not entering your contest, but, frankly, with your help, we’ve already won. We’ll just have to learn to live with the same ol’ boring email signatures.

Notes From a Launch

March 4th, 2010

As we’ve just entered the fourth day since the launch of our new Web series, OF COURSE, gotta say…we’re pretty stoked. People seem to like the show, and frankly, isn’t that the point? (Well, that and turning it into a TV sensation and making lots of money so we can go to Vegas and “make it rain!”)

Because this is the first original production we’ve pushed out the door (not including our work on the “aha moment” campaign here – that’s an orange to the OF COURSE apple), we might be a tad bit sensitive to the comments (good or bad) that we receive. And we’re starting to understand why people say, “I don’t read the reviews.” (Yes, we understand it, but we don’t actually believe that’s true.)

Whenever someone says they don’t like the show, the gut reaction is a combination of wanting to respond to explain the thinking behind whatever disturbed the particular viewer…and hiring a private detective to hunt down this person and do some unspeakable things that may or may not include duct tape, gerbils and a video camera (apologies to Richard Gere). On second thought, if it’s a FLIP video camera, maybe we can be in a commercial…we know a guy. But we digress.

The point is that we were prepared for the launch. We had great content. We had sponsors (have you been to Fantasy Springs Resort Casino, played the Eagle Falls Golf Course, or worn the best golf shoes on the planet – DAWGS Golf?). We had AWESOME distribution (FOXSports.com RULES!). Home run. And, so far it has been. We just weren’t prepared for people to make negative comments.

Granted, there are only a few folks who don’t like it and what we’re discovering is that even the negative comments can be positive. (Kind of like in a job interview when someone asks for your worst quality, “Oh, I just work too hard all the time! It’s f*cking terrible! And, I cuss inappropriately.”) For example, some dude (we assume dude here, though it could be a “Crying Game” kind of thing) said, we were a “Hangover ripoff.” Ummmm…Okay. Compare us to the most successful comedy of 2009. We’ll take that.

The fact is whether you like it or not, OF COURSE is a creative project. And, like any creative project, some people will love it, some will like it and some will hate it. What’s funny (ironic, not ha-ha) is that the folks who hate it are often the most vocal and bring even more attention to such things than those who love it. So, from our little family to yours, we’re glad the majority of you love OF COURSE. And, a special thank you to those that really hate it! (That’s, right, Bubba Watson, we’re talking to you!)

Thanks for watching. And, keep commenting.

Introducing Dawgs Golf

February 25th, 2010

Skadaddle Media Forges Strategic Marketing Agreement with Dawgs™ Golf To Sponsor OF COURSE, the First-Ever Animated Golf-Themed Web Series

Innovative Bay Area-Based Social Engagement Studio to Integrate Distinctive Golf Footwear Brand And Its Cutting-Edge Shoe Designs Into Multiple Episodes, Vignettes of New FOXSports.com Series; Skadaddle Media to Design, Execute Fresh Multi-Platform Social Media Campaign for Dawgs Golf

SAUSALITO, Calif. — February 24, 2010 — Skadaddle Media, Inc.™, a social engagement studio which develops creative and entertaining programs, campaigns, events and original content that emotionally and authentically connect with consumers and other audiences, today announced it has signed a strategic marketing agreement with Dawgs™ Golf, a superior line of advanced-technology super-lightweight golf footwear, to sponsor OF COURSE, the first-ever animated golf-themed Web series. The new online property will debut on March 1, 2010, on FOXSports.com on MSN, one of the world’s most popular sports Web sites.

The deal with Dawgs Golf represents the first golf apparel brand to join OF COURSE’S expanding roster of corporate sponsors, which also includes Fantasy Springs Resort Casino and its award-winning Eagle Falls Golf Course. Every OF COURSE episode is recorded live and on location during actual rounds of golf played at Eagle Falls, affiliated with, and located immediately adjacent to, Fantasy Springs in California’s Palm Springs Valley.

Conceived, written, and produced by Skadaddle Media co-founders Todd Lieman and Jon Wank, OF COURSE is a new animated, Flash-based series of five-minute Webisodes that offers a genuine, humorous and highly-entertaining look into what happens – and more importantly, what is discussed by men – on the golf course. Every other week, OF COURSE chronicles the comical golfing escapades of four long-term friends, each with his own personality and idiosyncrasies, and each facing unique personal and professional challenges.

Under the terms of the wide-ranging, brand integration agreement, Skadaddle Media will highlight Dawgs Golf’s brand identity on the hat of Doug, an OF COURSE main character, and will feature all four cast members wearing Dawgs Golf footwear throughout the show’s entire first season, which runs through November 2010. In addition, Skadaddle Media will develop and implement a multi-platform Dawgs Golf social media campaign, which includes the creation and management of its Facebook and Twitter presence, and the production of original promotional videos. The campaign is slated to launch immediately, and continue through the year. Financial terms of the corporate sponsorship are not disclosed.

“With its distinctive brand personality, innovative footwear products, passionate consumer base, and creative marketing orientation, Dawgs Golf represents an ideal addition to OF COURSE’s growing family of corporate sponsors,” said Lieman, who also plays the role of Doug in the series. “As Dawgs Golf has recognized, OF COURSE’s appeal extends far beyond its status as a golf-themed entertainment property. It also serves as a brand-new, cost-effective, and multi-platform marketing vehicle that can be leveraged to reach new and existing customers across a broad range of communications channels in more meaningful, emotional, and authentic ways.”

“As an emerging footwear company in a crowded industry segment, Dawgs Golf embraces creative, non-traditional marketing strategies and tactical programs to generate much-needed corporate and product exposure, and to clearly articulate the notable attributes of and compelling story behind the Dawgs Golf brand,” said Steve Mann, founder, president, and chief executive officer of Dawgs Golf, a division of USA Dawgs, Inc. “OF COURSE represents a perfect fit with this philosophy, and an excellent vehicle for showcasing Dawgs Golf footwear in a visible, entertaining, and authentic fashion. Additionally, the agreement with Skadaddle Media also provides Dawgs Golf with a definitive entrée into the social media realm, a program which should strongly help the company achieve robust business and marketing objectives in 2010.”

OF COURSE Brand Integration Opportunities and Sponsorships: Now Available
OF COURSE is a content-driven, multi-platform social media initiative. Much more than just “branded entertainment,” which potentially offers little entertainment value, poor authentic brand experiences, and limited return on investment, OF COURSE provides brands with comprehensive integration opportunities that only just begin as each Webisode debuts. Advertisers and marketers interested in exploring strategic custom partnerships for OF COURSE should contact Todd Lieman of Skadaddle Media at (415) 332-5577, or by e-mail at todd@skadaddlemedia.com.

# # #

OF COURSE and Skadaddle Media are trademarks of Skadaddle Media, Inc.
Dawgs Golf, Golf Spirit, Ultralite Golf Spirit, and Tracker are trademarks of USA Dawgs, Inc.
All other company names, product titles, publisher names, trademarks, artwork, and associated imagery are trademarks, registered trademarks, and/or copyright material of their respective owners.

About OF COURSE
Created and produced by Sausalito, Calif.-based Skadaddle Media, Inc., and distributed by FOXSports.com on MSN, OF COURSE is a new animated, Flash-based series of five-minute Webisodes that offers a genuine, comedic and highly-entertaining look into what happens – and more importantly, what is discussed by men – on the golf course. The world’s first animated golf-themed Web series, OF COURSE chronicles the hilarious golfing escapades of four long-time friends – Bender, Doug, Eric, and Tim – and the ups and downs of their respective relationships and professional lives. Recorded live and on location at Fantasy Springs Casino Resort’s Eagle Falls Golf Course in Palm Springs Valley, Calif., OF COURSE debuts every other Monday on FOXSports.com on MSN athttp://www.foxsports.com. Viewers can also become OF COURSE fans on Facebook athttp://www.facebook.com/OfCourseGolf, and follow storylines, production schedules, news and notes, and exciting contest and promotions on Twitter at http://twitter.com/OFCOURSEGolf. For more information about the show, cast, and production crew, please visit http://ofcoursegolf.com.

About Skadaddle Media, Inc.
Based in Sausalito, Calif., Skadaddle Media is a social engagement studio which designs creative and entertaining programs, campaigns, events, and original content that effectively engages target audiences and consumers. Founded in 2008, and regarded for its client partnerships across a broad range of industries, Skadaddle Media is the versatile creative studio behind Mutual of Omaha’s highly-successful national “aha moment” campaign, for which they created and continues to produce broadcast TV spots, social media opportunities, and a national consumer experience tour, as well as other innovative programs for such clients as MBT Footwear and Wherever The Need (Twitter for Sh-tters). OF COURSE is Skadaddle Media’s first Web series, and the company is in discussions with distributors regarding several other projects. For more information, please visithttp://www.skadaddlemedia.com.

About Dawgs Golf
A division of Las Vegas, Nev.-based USA Dawgs, Inc., Dawgs Golf was formed in 2009 by Steve Mann to extend the company’s premium footwear lines to the golf arena, and to meet players’ needs for lightweight shoes that offer all the comfort, style, and affordability for which the Dawgs brand is known. Dawgs Golf footwear collections are available in select pro shops, green-grass retailers, sporting goods stores and other golf retail outlets around the country. In addition to its Golf Spirit™ and Ultralite Golf Spirit™ shoes, known as “the world's lightest golf shoes,” Dawgs Golf also offers a line of high-comfort, ultra-soft men’s and women’s for greenskeepers and course maintenance staff, and its Tracker™ collection of extreme-comfort, slip-resistant footwear for kitchen, restaurant, and clubhouse workers. For more information, please visit http://www.dawgsgolf.com.