Shut Up Sodastream

So, the Super Bowl was yesterday, and while I am still annoyed that Stephen Colbert stole my Facebook joke from a year ago (Colbert, I would gladly accept a writing job) I am super excited that my team won.

As many of you know - Sodastream was all over the news these past few weeks with stories about their Ad having been banned and breaking ties with Scarlett Johannson. With roughly 12 tweets an hour, I unfollowed Sodastream yesterday on Twitter for spamming my feed with unfunny and non-relevant content.

So, there is a lesson to be learned here -  not only was Sodastream's investment in the Super Bowl unnecessary, but it was foolish. Early in the week, Sodastream took over the national news with a "Banned Ad" here is the thing -  this was intentionally banned.  Sodastream gave the news a story, and they bought it. Last year's SS ad was banned for THE SAME REASON -  product shaming its competitors (Coke/Pepsi -  who the Super Bowl Commission has reason to not allow shaming of, namely $$$$). The ad that was aired implied that it was "too Sexy" for television. Their ad was featured and played on HUNDREDS of news sites and on the air -  for FREE. So why pay to air an ad during the SB -  other than more traffic?

Okay, let me just climb up on my high horse here -  a couple of things. Soda is no longer a lifestyle drink, and if it was - I am just not sure sex is the brand SS should be selling. Focusing on ethical consumption, green, money saving has worked well for SS in the past -  gaining them significant ground and market penetration. So, ScarJo and sex is a huge brand narrative departure. Also, I DETEST when creating content specifically to fool America into sharing works. Social Media should be about genuine dialogue and engagement. The news and other channels broadcasting this doesn't equate virality -  well, technically it does, just not in a consumer to consumer sense, which should always be the goal rather than B2C and Media2C. ALSO, breaking with your branding, and inserting yourself into a discussion on everything (like the above) alienates your advocates.

Social Media Marketing is about a couple of things that are longer term plays -  loyalty and brand identity. You can't get that with shallow engagement and breaks from your value proposition.Yes, Sodastream won a TON of traffic, and they may even get sales- but its unlikely they will see longer term growth with this strategy.

Further -  be cautious with your Twitter -  its tempting to be tweeting about every cultural event, but in the end -  Sodastream tweeting about James Franco feels strange. Brands need to develop  a voice and a narrative that they can use on Twitter. I would have been more interested in a tweet about  the "Coke side of life" and how much waste it creates (focusing again on value proposition). Pop culture commentary (no matter how fun) is not necessarily the vertical brands belong in -  even on Twitter. Oreo hit it out of the park by integrating their brand proposition into their social media strategy last year AND tying it with a pop culture event. Remember your audience, remember who your brand is- and ALWAYS keep your strategy centered on those two things. Authenticity and consistency matter and focusing on that will garner long term results.

P-interest-ing

Pinterest "explore" is new, and its awesome.

Its mostly an amalgam of search terms and tags -  but its an stellar way to help surface visual search. I look forward to seeing it evolve. 

Side note -  the above is my "explore" page. I am totally on board with almost everything there -  but I have no idea how Julianna Margulies ended up on this list. I guess maybe I should listen to my friends and finally watch The Good Wife. 

this is all

HI There Buzzfeed Employee

Hi there Buzzfeed Employee,

Nothing personal, but I hate you.

Seriously. I mean as a marketer, I get how talented you are at pandering to the public. I imagine your discussions go like this:

You: "how about a list of childhood shows from every demographic ever on the internet"
Everyone else: YES!!!

Look, I get that you are creating "moments" and helping people relate to each other -  and it works; Its just that your work exactly illustrates what I hate about the internet. Rather than actually relating, we share ready made nonsense en masse. I don't need a third party to tell me what matters. My nostalgia is not for sale.

And yes, since you are probably thinking it -  I AM actually resentful of your success. I RESENT how easily you are able to commoditize pop culture and my history and think what you are doing is hacky.

But since you will anyway, keep up the "good" work.

Sincerely,
Rachel

Text Messages from my Mom & Rest in Peace Cory

DISCLAIMER: my mom has an arbitrary hatred of Lea Michelle, and is sad to hear about Cory. My mother loves pop culture, but knows very little about it.

Here is a transcript of voicemail from my mom:

"Hi Rachie. Don't call me back tonight. I was just calling to gossip about Coey. Monry? Monteeth? Mntieith? Anyway, he's dead from drugs. Talk to you tomorrow."

Text message I got last night:

"what will Michelle do without Cory now?? Loser"

Move over US Weekly -  my mom is sort of reporting on the "news". 

The Most Wonderful Time of the Year

I love the Holidays -  I love the terrible movies, even worse commercials, carols, cookies and getting lost in the crowds at the mall. Everything feels, for one month a year, like we all have something to celebrate - whether we do it with candles and latkes or with a kringle and cocoa -  its all about miracles.

here is a list of random  moments of the last week.

• After spending countless hours trying to come up with thoughtful gifts, 7 visits from the UPS man, and 3 hours of wrapping gifts, my mom informed me there was a price limit per person. When I asked my sister when the note was sent informing us of such, her response was,"there's a price limit????" Touche mom, way to tell me when the gifts are wrapped and under the tree. We ALL know I am too lazy to return them. Oh well, at least I look like a generous idiot this year. 

• I took my dog to meet Santa and it did not go well (proof above). He dropped he on her back, then tried to pick her up- she tried to bite him, I put her on his lap, she jumped onto me. I then set her beside him, handed him the leash and ran away. the result was priceless. it should be noted that we stood in line for 90 minutes for her to stare at me standing behind the camera with pure rage in her eyes while this was taken. 

• Last night I fell asleep watching a Hallmark original Christmas film starring Haylie Duff while eating Christmas cookies. I woke up on the couch at 1AM covered in powdered sugar (which took me too long to identify) and to my dog staring at me in what I assume are her judgemental eyes. 

• this. it needs no words.  I see these trees on my way to work every day -  I love it. 

NO CATS

My mother has a close relationship with e-mail. She LOVES IT. If e-mail were a plant, she'd build a greenhouse around it and charge admission.

Take for example- this gem I got last year before Christmas (10 days prior) with no context and no previous conversations around it. I want to build a fun house around it and charge for admission. its. that. funny. Please to enjoy:

A few key things:

1. We NEVER had a conversation about Yo Yo Mah, nor his greatest hits. I even checked with the family and, nope, this is the first we have heard of it.
2. CATS????
3. When in the history of time has "straight forward. sounds like a rain stick" been something to describe a wind chime? I maintain that, "sounds like a rain stick" is not "straight forward" in this context. 
4. "PLEaSE". I mean, really?? Caps lock and my mom have a not so secret long-term affair - it began while I was in college, the very same day she met color changing formatting. 
5. She signed it twice.

I LOVE this mail. I keep it flagged for rainy days. I forward it to my sister periodically. it. is. awesome.

Yesterday my mom added to my catalogue of joy with this gem:

 Please note the following:

1. This was in reply to a thank you note I sent.
2. My mom is an English major, former legal secretary, regular corrector of grammar and editor of all things written. 
3. This was too early for the wine to be talking. 

Don't get me wrong, my mom is awesome - generous, kind, charitable, a great cook-  all good things. Its just that informal communication is not exactly her wheelhouse -  or maybe, its where she just really gets to shine in all her caps lock, non sequitur glory.