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

Viral

May 27, 2011

Trial by FAIL: Five social media case studies worth learning from.

By David Griner on May 27, 2011

This week, I was honored to be invited out to BlogWorld & New Media Expo in New York City to discuss case studies in social media failure. Copresenter Dave Peck and I walked through some lesser-known examples of marketing efforts that drew flack for being offensive, misleading or just unsuccessful.

If you'd like to view the presentation, I've just posted it to SlideShare:

Be sure to check out my previous presentation with Dave Peck, "Like It Or Spike It," along with my other related slideshows:

Like It Or Spike It: Social Media Case Studies

The Tipping Points of Social Media

Keeping Social Media Sexy

Fear and Loathing in Social Media

David Griner is the Director of Digital Content for Luckie and Company and contributing editor for Adweek’s blog, AdFreak.com. You can reach him by e-mail or on Twitter.

 

March 07, 2011

Google HotPot: The best app you didn't know existed

By Kammie Avant on March 07, 2011

Borderhotpot

Toward the end of 2010, Google quietly launched a great new review application called HotPot. It's sleek, user friendly and thorough. You can search and rate everything from restaurants to toy stores to parks, all from one easy application. 

Screen shot 2011-03-04 at 3.58.07 PMIn order to vote, all you have to do is sign in to Google (so if you're on Gmail right now, you're already logged on). You also must create a username. The voting has a few easy, fun steps to complete, all without leaving the main page. When you select the star rating for the item you'd like to review, the selection flips like a baseball card. Then you can fill in your stats, write a description if you'd like and submit.

In addition to submissions from HotPot, Google aggregates reviews from all over the Web - so instead of nine crummy reviews from one application, you get a true measure of the place's value. 

HotPot is built into the Google Places iPhone and Android applications (without the HotPot name attached at all, which is weird) and is every bit as simple as the Web application. Google recently announced Twitter integration of HotPot in its Google Maps for Android app, but Twitter sharing is noticeably absent on the Web-based and iPhone applications.

This is one of Google's best ventures into social applications, and in time I believe it will become the most reputable and popular. So be sure to step up and claim your business to get into the game early.

The Social Path's vote is five stars! Great service, atmosphere and value - but now we're starving.

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

August 16, 2010

Why is Antoine Dodson funny? Two candid perspectives.

By David Griner on August 16, 2010

Antoine dodson Antoine Dodson. If you don't know the name, you probably know the face, and you almost certainly know his warnings that "They're raping everybody out here."

It's been more than two weeks since a news crew in my hometown of Huntsville, Ala., interviewed Dodson about the attempted rape of his sister by an intruder. Dodson chased off the attacker, but that's not what made him a YouTube sensation. Instead, it was his surreal and candid demeanor as he warned TV viewers that the assailant is "climbing in your windows; he's snatching your people up."

Internet comedians The Gregory Brothers turned the news clip into a catchy song, which has become a top download on iTunes, with millions of views on YouTube. (To their credit, they're sharing proceeds with Dodson's family.)

But for all the laughs, there's still something off-putting about this entire situation. It's easy to find humor in the clips, but it's also easy to see why it has raised questions of racism, homophobia and insensitivity to a sex crime victim.

Because the field of social media punditry can make the National Hockey League look racially diverse, I solicited perspectives from two bloggers who I can always trust for candid takes on how black men are portrayed in pop culture. Check out their views — and share your own — after the jump:

Continue reading "Why is Antoine Dodson funny? Two candid perspectives." »

August 11, 2010

Truth trumps viral: JetBlue Steven vs. White Board Jenny.

By David Griner on August 11, 2010

Jenny hoax

As most everyone with an iota of skepticism expected, "White Board Jenny" was revealed this morning as a hoax by humor site TheChive.com. In case you missed it, "Jenny" had purportedly quit her job by e-mailing a series of photos that exposed her sleazy boss as a FarmVille-obsessed hypocrite.

While tremendously entertaining, the photos were simply too well done for most to believe that they were the work of one frustrated aspiring broker. And indeed, TheChive posted another photo series today explaining that Jenny is in fact an actress named Elyse Porterfield.

Some people might be disappointed by the big reveal, but most of us are used to these kinds of "too good to be true" Internet moments being, you know, too good to be true.

But what's truly fascinating about this viral hoax is the fact that it can barely hold a candle to that of another workplace renegade: JetBlue flight attendant Steven Slater. Because he meets the ultimate criterion for being a modern folk hero: He's real.

Steven slater Fed up with verbal abuse from an irate passenger who hit him in the head with a luggage bin and called him a "motherf__ker," Slater famously used the flight's PA system to thank the good passengers and curse out the bad one, shortly before he grabbed a beer from the galley and made one of history's most dramatic exits via the plane's emergency slide. He then went home and was arrested while reportedly having "sexual relations." In those brief few hours, a folk hero had been born.

While I'm not one to fully romanticize Slater's actions, there's still no denying that he is an icon whose actions resonate with hard-working people around the world. He's a seemingly normal guy, pushed to his limits by the inconsiderate dregs of modern society, and he decided it was time to take a stand. Or at least a slide.

Had she even been real, White Board Jenny couldn't have come close to Slater's wide appeal. She was young and attractive, tired of having her workplace Internet use monitored and being seen by her supervisor as "a hot piece of ass." Understandable, sure, but not exactly a scenario that the whole working world can identify with.

A year from now, will we remember both these stories? Hard to say, but recent history has shown that, once outed, fake moments of greatness tend to lose a vast majority of their cultural cachet. 

In the end, the timing of the Jenny hoax helped prove the hierarchy of Internet fame: A fictional folk hero can become a viral sensation, but these days, you have to be real to become a legend.

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.

January 22, 2010

The day the viral music died.

Posted on Fri Jan 22 2010
OK Go

If you were to make a list of the top viral video superstars, Chicago rock band OK Go would be near the top. Their incredibly choreographed video for Here It Goes Again has reaped an astounding 49 million views on YouTube, vaulting the band from obscurity to Grammy-winning stardom.

But that was 2006. Now the band is racing the infuriating reality of 2010.

In an open letter to their fans this week, OK Go had to explain why no one is allowed to embed the band's new YouTube video, This Too Shall Pass, on a blog or social network. Essentially, the very model of sharing that made the band a success is now barred to them due to record label revenue deals with YouTube.

It's an incredible and incredibly frustrating read, a face-palming case study in how corporate desperation is one of the most self-destructive forces in the modern marketplace.

You should read the entire thing over on Gizmodo, but here are some of the most enlightening bits:

We've been flooded with complaints recently because our YouTube videos can't be embedded on websites, and in certain countries can't be seen at all. And we want you to know: we hear you, and we're sorry. We wish there was something we could do. Believe us, we want you to pass our videos around more than you do, but, crazy as it may seem, it's now far harder for bands to make videos accessible online than it was four years ago.

...

The labels are hurting and they need every penny they can find, so they've demanded a piece of the action. They got all huffy a couple years ago and threatened all sorts of legal terror and eventually all four majors struck deals with YouTube which pay them tiny, tiny sums of money every time one of their videos gets played.

Seems like a fair enough solution, right? YouTube gets to keep the content, and the labels get some income. The catch: the software that pays out those tiny sums doesn't pay if a video is embedded. This means our label doesn't get their hard-won share of the pie if our video is played on your blog, so (surprise, surprise) they won't let us be on your blog.

....

So we've got this ridiculous situation where the machinery of the old system is frantically trying to contort and reshape and rewire itself to run without actually selling music. It's like a car trying to figure out how to run without gas, or a fish trying to learn to breath air.

...

With or without this embedding problem, we'll never get 50 zillion views on a YouTube video again. That moment – the dawn of internet video – is gone. The internet isn't as anarchic as it was then. Now there are Madison Avenue firms that specialize in "viral marketing" and the success of our videos is now taught in business school.

...

So, for now, here's the bottom line: EMI won't let us let you embed our YouTube videos. It's a decision that bums us out. We've argued with them a lot about it, but we also understand why they're doing it. They're aware that their rules make it harder for people to watch and share our videos, but, while our duty is to our music and our fans, theirs is to their shareholders, and they believe they're doing the right thing.

Of course, since this is a YouTube issue, the band points out that you're welcome to share their video via sites like Vimeo, which I've gone ahead and done below:

OK Go - This Too Shall Pass from OK Go on Vimeo.

Hat tip to my friend Bill for letting me know about this, and to Gizmodo for posting the full transcript.