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Desert AdFed – AdBAM, Massive Marketing Summit

Friday, January 30th, 2015 by Erin Peters



Our little digital desert community is growing. While I thrive on everything digital, technical and growing my client’s business – it’s awesome to connect, in real life, with fellow professionals in the Coachella Valley.

Desert Ad Fed recently held the first Ad BAM, massive marketing summit and media auction. It’s a premiere event where digital marketing and advertising business leaders share their ideas, successes and trends in what has become – the new normal.

Discussions encompassed all things advertising and digital with a memorable keynote speaker and great breakout sessions, where we could take our pick from six speakers.

After soaking in all of the emerging technologies and experimental marketing practices – the excitement lead into their annual AdFed Media Auction.  Attendees purchased media at drastically reduced prices.

Peter Buck, Creative Director at Red Bull, North America started off the summit with an in-your-face keynote “speech”.  Red Bull sells more than 5 billion cans of soft drink a year. He had a European Mad Men’esque sort of demeanor.

“I’m not going to talk about customer relationship marketing, about KPIs and I will not talk about ROIs. What I’m going to talk about is the ‘Oh My Gods,’” said Buck.

Yeah, I liked him immediately.

Buck has experience working for some of the best agencies in Europe: from Munich, Hamburg, Düsseldorf, Frankfurt to London – before joining Kastner & Partners in Los Angeles as a Partner and Creative Director.

His message was to look beyond the obvious, have fun and do the don’ts.  All messages I personally love to live by, in varying degrees.

His “Element of Surprise” presentation started off with getting “surprisingly close”, with a Red Bull POV mountain biking video with inhumane flipping, spinning and leaping on a narrow, dirt trail that left our hearts racing.

I thought, “Oh my God.”

Get surprisingly personal, surprisingly thoughtful or surprisingly entertaining.

Check out the commercial that put Cadbury back on the map.

What does a gorilla have to do with a chocolate egg?  Nothing, really. But this was inspired and surprisingly entertaining and was able to capture imagination.

And it took Britain by storm.

Or, get surprisingly noisy.

Red Bull stormed into Pairs as they launched its energy drink in France in 2008, joining up with hundreds of other Red Bull minis at the Arc de Triomphe.  The drivers then surprised curious Parisians by giving them free samples of the energy drink.


Photocredit: (c)Richard Walch/Red Bull Photofiles)

Get surprisingly simple, surprisingly silly or surprisingly dramatic.

A Belgian agency brought the drama to Belgium with a real-life, crazy stunt.  Goading people to push a big red button… well, you’ll see:

Duval Guillaume was the agency for the TNT stunt, a leader in guerrilla agency tricks in Europe. It was one of the biggest viral video ads of the year, with 4.5 million views in the first 24 hours.

Who else wouldn’t want to see football players, gunfire, fistfights and bikers in lingerie all at the same time?

Alternatively, companies can get surprisingly emotional, which this small Los Angeles based fashion label did with their “First Kiss” video.

Wren produced a video in 2014 featuring 20 strangers who were asked to kiss for the first time. Here, a kiss isn’t just a kiss. It proved to be sensitive, heartwarming and oddly passionate.

Peter Buck talked about the minimal branding and how that helped it made a massive success. I thought the song chosen was brilliant and honestly made me tear up. It was – indeed – surprisingly emotional.

The “First Kiss” video has been viewed 156 million times. The budget for the video was about $1,300.

Buck then gave more amazing advertising examples. Try your marketing hand at being surprisingly scary, surprisingly shocking, surprisingly curious or one of my favorites, surprisingly empowering.

It can’t be easy to promote more feminine products, but Always created a campaign that won over not just girls, but Dad’s – like Buck – across the world.

Be disruptive. Be daring or long lasting. Do the don’ts.

Never stop surprising.

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