“Pike Up!” That’s the call to action to help secure a once-in-a-lifetime improvement to one of Seattle’s beloved landmarks, Pike Place Market. At this year’s Seattle Interactive Conference, an audience was treated to a presentation by two of Seattle’s leading agencies, Wexley School for Girls and Slalom Consulting, to discuss the campaign to complete the 40-year vision to connect the Market to Seattle’s waterfront. It’s quite a job ahead and Pike Up! is a campaign that taps into the excitement and significance of this project.
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SEATTLE INTERACTIVE CONFERENCE 2013: When Transparency Isn’t Enough: Cal McAllister of Wexley School for Girls
With the Seattle Interactive Conference just closing up for another year, I wanted to share with you a very engaging and informative presentation I got to see today (more news to come later on), with a quick sketch of the presenter included. Seattle can be proud to say it is the home base for one of the great advertising agencies, Wexley School for Girls. SIC had the honor of having its Co-founder and CEO, Cal McAllister give a talk today.
The presentation by Cal McAllister, of Wexley School for Girls, was full of punchy lines like, “Social Media is like a weapons system. Social media is like an F-16. Once you acquire one, you have the power but you need to know how to operate it.” These thoughts were running through McAllister’s mind since Wexley is currently working on NATO’s efforts to use social media. Pretty heady stuff but McAllister certainly looked up to the challenge.
McAllister was going for an offbeat take on the 2013 SIC theme of transparency, talking about how we’re drowning in a clutter of facts, many of them fake facts, so transparency alone isn’t going to solve the problem. He skewered Jenny McCarthy for using her massive platform as a celebrity for spreading the idea that vaccines cause autism. He said that 98% of pediatricians don’t believe there is a connection so he’s going with that statistic. He provided similar examples of how facts get lost in the shuffle, like the recent viral video of an eagle lifting up a little boy hoax, and the little old lady who got a coffee burn from McDonald’s, which was a legitimate case but was exploited by the right as an example of a flimsy lawsuit.
Great take-away: People are proud of their decisions. Once they believe something, it is very difficult to get them to stop believing. When confronted with the facts, when given proof that they are wrong, they will shut down. So, despite all the proof of it being a hoax, people would rather believe that an eagle swooped down and picked up a little boy.
McAllister then went on to show how you win over customers: by giving them opportunities to participate. He took great pride in Wexley’s campaign to invigorate The Sounders brand. It was a three year process. First, you show the fans how to behave, like when to wave their scarves; then you bring back old traditions; and, finally, you allow the fans to own the game.
Another successful Wexley campaign was for Mothers Against Drunk Drivers. It was painting a message in a handicap parking lane at high schools that said that spot could be reserved for the next teen drunk driver. It is a controversial statement but it got the message across. And it specifically did not include the MADD brand since it actually alienates teens. “Teenagers already have one mad mother to deal with. They don’t need more,” said McAllister. That was perhaps the best line of the presentation, if not the whole SIC.
The last thought was sparked by a question on where Coca-Cola is headed with branding. McAllister thought it was great how Coke had partnered with Google on the Happiness campaign. “It’s just another great example of providing ‘added value’ for the customer,” said McAllister. Considering the theme of transparency, it is a curious place to stop. Can the giant of soft drinks, be associated with happiness? Well, that’s the magic of advertising. We’ll just have to see how NATO’s makeover works out. Can the military industrial complex really be associated with happiness? Oh, perhaps wrong campaign. One never knows for sure.