About Luckie

  • Luckie & Company is a marketing agency packed with Southern charm and a freakish love of new ideas.

About us

  • David Griner is a social media strategist for Luckie & Company. He's also a contributing editor to Adweek's blog, AdFreak.com.
    Contact: E-mail | Twitter

    Kammie Avant is a social media planner for Luckie who can usually be found knee-deep in analytics and sarcasm.
    Contact: E-mail | Twitter

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March 2010

March 22, 2010

Could video game addiction help save the world?

Posted on Mon Mar 22 2010

Here's yet another incredible presentation from the folks at TED, this time from video game designer Jane McGonigal. It highlights the untapped potential for the world's most popular online social activity: video games.

A few stats that jumped out at me:

• World of Warcraft players have racked up more than 5.93 million years of total gametime.

• Young people now spend as many hours playing video games (10,000 hours) as they do in school.

• The World of Warcraft Wiki is second only to Wikipedia as the most-used Wikis on Earth.

• There are currently an estimated 500 million gamers on Earth, with another billion on the way in the next decade.

Most adults (especially parents) probably consider these stats "scary," but I think this video helps express how that mindset is changing under Generation Y.

For example, when McGonigal says that the average World of Warcraft player puts in 22 hours of game time a week, your first reaction might be, "What a waste of time!" But compare it to the average American's TV viewing habit of 38 hours a week.

Is it better to spend 20-40 hours a week in a fun, collaborative, interactive environment such as a video game, or just staring passively at a glowing television while you veg out on the couch?

(Full disclosure: I've never played World of Warcraft, nor do I subscribe to cable or satellite TV. My wife and I probably average 8 hours of video game time a week, versus 4 hours of TV via Netflix.)

So what do you think? Does McGonigal make a compelling case for the social potential of video games? Or is she simply trying to find a silver lining in the fact that people are hopelessly addicted to entertainment?

March 15, 2010

Why moms shouldn't feel guilty about blogging.

Posted on Mon Mar 15 2010
NYT Mom Screen

It’s hard to believe that, more than 10 years after the advent of blogging, mainstream news outlets still crank out so many cringe-inducing articles on “those crazy bloggers and their narcissistic ways.”

The most recent offender was The New York Times, which belittled tens of thousands of online moms Friday with its piece, “Honey, Don’t Bother Mommy. I’m Too Busy Building My Brand.”

Most of the article (about a recent conference for mom bloggers) is pretty vanilla fare, but the overall presentation was insulting not only to mom bloggers but also to almost any working mom.

Nyt mom bloggers A few things that set a bad tone for the article from the start:

• It’s in the Fashion and Style section. Not Business. Not Technology. Fashion and Style.

• The headline, which essentially tells you, “This is a story about women neglecting their children.”

• The accompanying graphic, shown at right, which elaborates on the idea that, “This is a story about women neglecting their children.”

Now let me say, I have no problem with a news outlet that examines how mom bloggers do or don’t balance their online lives with their parenting responsibilities. But that’s not what this story is about. In fact, it never even comes up, except in passing.

Heck, I would argue that this is actually a pretty good story that delves into lots of the complicated issues facing bloggers. What it’s doing in that section, with that headline and that graphic, I have no idea.

It’s like finding an earnest story on feminism in the 1950s, under the headline, “Sorry, Billy, you’ll have to steal lunch from a railyard hobo, because mommy’s getting a ‘job’!”

There’s obviously been a lot of debate among mom bloggers already, and I think they’re more than justified to be incensed.

Here’s an excerpt from the stellar rebuttal on Mom-101.com:

“I guess it could also have been titled Honey Don't Bother Mommy. I'm Making Ends Meet for Our Family in a Tough Economy but that doesn't seem as enticingly condescending. Also, then it would have to go in the business section and not fashion + style and that would just mess up everything!"

(You should definitely read the whole thing. It covers a lot more ground than I can even attempt.)

So what should the media know about mom bloggers? I feel like I have enough professional and personal experience working with many of these women to share at least a few ideas:

1. They are individuals with completely different motivations and goals. They’re not part of some Park Slope hivethink, and they don’t all aspire to become Dooce.

2. The best of them work harder than almost anyone I know. You don’t run a site like DealSeekingMom.com, TypeAMom.net or BargainBriana.com without busting your hump. For women like them, it is a job, one that requires a rare and intense degree of writing ability, organization and initiative.

3. Should some mom bloggers pay more attention to their kids? Maybe, but whose place is it to say? What’s the right thing to do? Dote on your kids every second instead of working or maintaining any connection to the outside world? If that’s good parenting, then my daughter is in for a rough road.

4. The reason mom bloggers always seem to “clump together,” whether it’s at conferences or in digital communities, is because they support each other. They respect how difficult it is to be yourself, be a great writer, be a great mother and scratch out a living in a crowded field, all at the same time. Also, it’s easy for them to get the feeling that they’re chronically misunderstood.

Wonder where they get that idea?

UPDATE: The author of the piece has written her own blog post in response. It's worth a read and has sparked quite a bit more discussion in her comments section.

March 05, 2010

Coming to Dayton: 'The Tipping Points of Social Media'

Posted on Fri Mar 5 2010

Dayton ad associationJust a quick update for our friends in Ohio: I'll be speaking to the Greater Dayton Advertising Association on April 1, 2010. Here's some info on the topic, along with a link to RSVP if you're interested:

 The Tipping Points of Social Media
How can your business go from good to great on Facebook, Twitter and other social hubs? Social Media Strategist and Adweek blogger David Griner will examine several case studies of success, including how his agency, Luckie and Company, helped make Little Debbie one of the most popular snack brands in social media.

The event is free for association members, $30 for nonmembers and $25 for students.

RSVP as a member.

RSVP as a nonmember.

March 03, 2010

What people really think about social media sites.

Posted on Wed Mar 3 2010
We all have our own opinions of social sites like Facebook and Twitter, but how can you tell if you're in the majority? Here's one way I decided to try and find out.

Brand Tags, created by digital innovator Noah Brier, asks visitors to look at a company's logo, then type in the first word that comes to mind. Below, you'll find the results for some of the Web's most popular social resources. The larger the word, the more often it was used to describe that site.

Facebook      Twitter

Digg       Wikipedia

LinkedIn      YouTube

So what do you think? Pretty fair summaries? Or does it seem like these sites have some brand image work to do?

David Griner is a social media strategist for Luckie and Company and contributing editor for Adweek’s blog, AdFreak.com. You can reach him by e-mail or on Twitter.

March 02, 2010

Fans of OK Go are OK to go embed the band's new video.

Posted on Tue Mar 2 2010

You may remember January’s minor uproar over the new video by rock band OK Go, whose fans were not allowed to embed the video on their blogs. For a band that broke into the mainstream through low-budget YouTube videos and word of mouth, this was an unforgivable offense in the eyes of their loyal fans.

Lead singer Damian Kulash addressed the issue in an open letter to fans, explaining that OK Go was a victim of backroom revenue deals worked out between Google (parent company of YouTube) and the band's record label, EMI. Google had agreed to pay EMI for each view of the band's videos — as long as they were viewed on YouTube and not embedded on another site.

So what could OK Go do to fix the problem? Find a loophole, of course.

OK Go teamed up with State Farm, which apparently covered the cost that EMI feels it would have lost from shared videos on other blogs. The insurer's logo appears briefly at the beginning and end of a new video for the band's song, "This Too Shall Pass," shown above.

The sponsorship is subtle, but the fan excitement over something as simple as embedding  — along with such a complex and awesome video — will create word of mouth that's far more valuable than whatever revenue EMI was hoping to squeeze out of the deal.

Kammie Avant is a social media planner for Luckie & Company. You can contact her by e-mail or follow @KammieAvant on Twitter.