South by Southwest
Wrap Up 2008



April in Austin usually feels like the quietest month of the year. That's mainly because the city is still collectively recovering from South by Southwest - our huge, international music, film and interactive conference. For the second year in a row, we set up our blog and dispatched our team of crack writers, videographers and creatives to pick apart all the advertising and new media trends and happenings, all under the banner of our blog, Advertising Anarchy.

Like every SXSW, 2008 did not fail to generate discussions, passions and new ways of thinking about our industry. Now that the dust (and party flyers) have settled, there are a handful of trends that we believe will continue to play throughout the year.

Major Brands Pushing Their "Indie" Sub-brands
Two of the platinum sponsors for SXSW were Miller Lite and Toyota. Their logos and ephemera were well-placed all over the city. But what we really noticed was the amount they pushed their more indie/alternative products. For Miller, it was Miller High Life and for Toyota, the Scion. It's an interesting and smart strategy: use the massive flagship brands to make room for their products with more "street cred" and cater to younger demographics.

Your Brand is Your Party
Continuing a trend of recent years, many big brands (and startups) focused a lot of their efforts on throwing a really big party. Red Bull, Guess, Nylon and Levi's, to name a few, threw multi-day, massive extravaganzas while startups like Socialthing! threw a one-night only launch party. So do these parties work? Here’s what Matt Galligan, CEO of Socialthing!, had to say: "SXSW was really an exciting time for us. We got featured on TechCrunch, written up on countless blogs and really generated the buzz we were looking for."

A branded party at SXSW is many things in one – a PR event and a chance to communicate directly with a desirable, captive audience. People love parties. And if they have a particularly good time at a brand’s sponsored party, that generates nothing but goodwill for the brand, despite any hangovers.

Mobility
SXSW has always pioneered the use of mobile technology and this year was no different. The launch of the iPhone, the huge increase in mobile-friendly web content and social networks like Twitter and Meebo insured that, for the first time, literally thousands of festival-goers were all connected and could share their thoughts on events, parties, new products and media.

Green is Good
Perhaps it's no surprise, but now it's official: environmental sustainability is a big deal. This included everything from SXSW offsetting its carbon footprint with Renewable Energy Credits to a noticeable decrease in paper "schwag" in their gift bags. It’s definitely cool to be green.



Rickrolling the Mets



Baseball season has just started, but the big baseball story we've seen repeatedly on the social bookmarking sites and blogs has definitely been the whole "Rickrolling the Mets" news item.

Ok, if you don't know what Rickrolling is, here's a quick explanation. Rickrolling is a popular online prank where one posts a link online that promises to contain something really awesome that people would want to see. For example, "Oh check out this link I found that shows a sneak peak of the brand new Apple laptop." But when an unsuspecting reader clicks the link, instead of getting the expected info on the laptop, he/she is redirected to the music video of Rick Astley's "Never Gonna Give You Up."

That's pretty much it. Rickrolling has actually been kind of passé for a bit now, and everyone basically agreed that when YouTube did a massive Rickrolling prank on their site on April Fool's Day this year the joke was officially dead.

But not quite yet. A couple of weeks ago the New York Mets website posted an online reader's poll to pick the new 8th Inning Sing Along Song at Shea Stadium. The choices included "Brown Eyed Girl," "I’ll Be There For You," "Livin on a Prayer" and "Sweet Caroline." But there was also a blank space to provide an "Other."

Popular social bookmarking/forum sites Digg and Fark could not pass up the chance to organize a massive push to Rickroll the Mets. Over 5 million people went to the Mets website and submitted "Never Gonna Give You Up" as their choice, even taking the time to provide a valid Bronx-area zip code required to fill out the form.

Now for the fallout. Of course the Mets aren't going to let this be their song. Instead they declared a "run-off" with some of the other "legit" top choices.

But what's most interesting of all is that this is an online campaign that the Mets marketing team–in terms of straight metrics–would have killed for. Over 5 million hits on their website. Free blog coverage. Plus writeups in The New York Times and Daily News among others. Of course the one catch is that the joke is, sort of, on the Mets, be it a benign one such as getting Rickrolled. The Mets had an interesting opportunity to capitalize on all this attention. Unfortunately, they don't appear to have, based on their official replies to this whole thing so far. They don't seem too amused.

Also, in typical Internet buzz fashion this happened completely out the control of the brand (in this case, the Mets, but even on a larger page, Rick Astley, too). This all started with a few online influencers at really influential websites.

Here's a good article about this whole phenom from Timesonline.

And if you want to know more about Rickrolling, as always Wikepedia has a great page about it.



What We're Into Right Now



Google Street View
Part creepy, part surreal, totally awesome, Google has been adding more cities to its Street View. With every new city added, there are a few grumblings about privacy issues and a mad pursuit to see if the methodical Google truck camera caught anything "interesting" as it passed by. If you find yourself virtually strolling the streets of east Austin, why not stop by our offices?
Google Maps

Poolga
If your sweet new i-Phone wasn't already the envy of all your friends and coworkers, Poolga will take it one step further. They simply have a collection of the most beautiful i-Phone wallpaper that you actually want to have. And show off.
Poolga.com

Gameday Audio from MLB
For a mere 15 bucks, you can listen to every 2008 regular game and regular season game LIVE on your computer. You can even choose home or away play-by-play.
MLB.com

I Like Turtles
One of our favorite YouTube sensations of the past year that just won't go away. What's even more fascinating is this follow up video which does a great job of encapsulating just how bizarre the Internet has become.



Muxtape
The humble, 20th century mixtape still thrives on the web at places like Muxtape.com. Simply upload up to ten of your favorite MP3s and share with that special someone. Check out Door Number 3's muxtape to hear what's been on rotation at our offices lately.
Door Number 3 Muxtape

Cereality
Even the most jaded person alive still loves cereal. How can you hate Cocoa Puffs? Or Fruity Pebbles? That's why a "fast food" place like this would be such a no-brainer in any community across the country.
Cereality.com

StuffWhitePeopleLike.com
The URL basically sums it up- hilarious, smart social satire. Highlights include the blog comments and the frequent digs at The New York Times. The blog is such a simple concept, mildly controversial (or safe?) that sparks interesting debates about pop culture and society. It's also one of the biggest blogs on the Wordpress network.
Stuffwhitepeoplelike.com

Creative Corner
Fresh off the assembly line, here's a glimpse at some new work from Door Number 3.

Texas Rangers Baseball Club


Outdoor


TV

For the full campaign, check out our work section.

Other new stuff includes pro bono work for two of our favorite non-profits, The Hispanic Scholarship Consortium (HSC) and People's Community Clinic of Austin. For HSC, we created a name, logo, brochure and other collateral for their new giving circle program, Degrees of Change. Their mission is to open the doors for Hispanic students through scholarships and other support to achieve a college education, and beyond. HSC was started by Dr. David Garcia, founder and CEO of Door Number 3 client, CEDRA Clinical Research.

"We love Door Number 3's out of the box style–you get the message out and on target! Our Degrees of Change logo is not only progressive, it literally represents the exponential impact of individual philanthropic activity."

     Laura Cardosa, Director of Development
     The Hispanic Scholarship Consortium



For the People's Community Clinic (PCC) annual fundraising luncheon, Door Number 3 art director, Efrat Levush, created a whole new font system for the event's promotional materials and collateral, which she also designed. Forks, knives and spoons carve up blocks of color, serving up letters. The PCC's annual luncheon, "There's No Such Thing as a Free Lunch" Lunch, takes place on May 12th at the Renaissance Hotel in Austin. Last year over $250K was raised over lunch for People's Community Clinic's health programs that benefit underserved and underinsured children and adults in Central Texas. They have an amazing mission and deliver on it with the highest of respect and care for so many.

"Door Number 3's work product is like them - creative and energetic - and they pay great attention to every detail."

     Margaret Henkels, Director of Development
     People's Community Clinic




Happenings

A big shout out to our client, the Dallas Stars, for having body checked 2007 Stanley Cup champs, the Anaheim Ducks, during first round of 2008 Stanley Cup NHL playoffs. The Stars won the series round 4 games to 2. At press-time, they're up three games to one against divisional rival San Jose Sharks in the Western Conference semifinal series. If you've never experienced the singing of the Star-Spangled Banner at the opening of a Stars game at the American Airlines Center, it will put foam on your beer. At every mention of "star" in the anthem, the crowd joins in and the rafters shimmy. Color us "Believers in Black."

And Spring brings a new crop of clients to the Door. We're happy to announce we've been selected as agency-of-record for American Bank of Texas, following an agency review. Headquartered in Marble Falls, Texas, ABT has 14 branches in Austin, San Antonio and the Texas Hill Country. We've developed new positioning for the bank's brand and will be rolling out fresh creative beginning this June for TV, radio, print, online and outdoor.

Also in the category of new clients beginning in "A" is Aspyr Media, a leading video game publisher that creates, packages and delivers fun to millions around the world. This Austin, Texas company engaged us to brand and name two new interactive entertainment products they are developing in conjunction with Kaplan Test Prep and Admissions. The first is an engaging, visually dynamic title that promises to be the most fun and easy way to prep for college SAT exams. We're sharpening our pencils. Watch this space.

Moving on to the category of new clients starting with the letter "B," we're joining in the fight against lag with Bigfoot Networks, to brand and promote Bigfoot's Killer NIC, the gaming industry's first network interface card (NIC). This card will reduce lag and latency that often occurs in high-action interactive online and First Person Shooter games and greatly improve the gaming experience. Door Number 3 will be closely tracking Bigfoot's Killer in the next few months as we create the new product's packaging, advertising, online promotions and website.

We are happy to announce a new addition to our Account Services Department. Erika Shepler has joined Door Number 3 as Account Supervisor, working along with Suzanne Kyba and our clients at American Bank of Texas, the Hyatt Regency Hill Country Resort and Spa, The Texas Rangers Baseball Club and Dallas/Fort Worth Area Tourism Council. Prior to coming to the door side, Erika spent time at Publicis in New York City and with GSD&M Idea City in Austin. She brings a hefty bag of big brand management experience to her current role, having worked with Heineken USA, Amstel Light, L'Oreal Matrix, American Red Cross, AT&T and SBC Yellow Pages in earlier career positions.
Ad Flicks

Ahh. Springtime in Austin - when the temperatures are still in the double digits and the mosquitoes are still in Louisiana. Pretty soon though, that will all change. And when it does, we recommend you stay inside, crank the AC and watch one of these advertising-themed movies:

The Ex (Zach Braff, Jason Bateman; 2006) ***
Braff breaks into the ad biz the way we all did: his father-in-law gives him the job. The catch? He has to work side-by-side with his wife's ex-boyfriend (Bateman). Did we mention Bateman's in a wheelchair? Talk about arrested development.

How to Lose a Guy in Ten Days (Matthew McConaughey, Kate Hudson; 2003) **
McConaughey wants to win the Delauer diamond account. Hudson wants to lose a guy in ten days. What happens? McConaughey takes his shirt off a few dozen times. Hudson leaves hers on. And Chris Robinson leaves his family for the Black Crowes.

What Women Want (Mel Gibson, 2000) **
Gibson plays an advertising creative director with the ability to hear the thoughts of women. So what does he do? He makes more ads. Really? That's like having the ability to fly and still taking the bus to work. C'mon, Mel. What women really want are fewer ads and more Lethal Weapon sequels.

Crazy People (Dudley Moore, 1990) *
Dudley plays an ad executive who has a mental breakdown and ends up in a psych ward. Sounds about right so far. But then he teams up with a bunch of crazies to create ads that tell the truth. Wanna know the real truth, Dudley? Your career died 12 years before you did.

Beer (Loretta Swit, 1985) *****
Ok, we admit it. We haven't seen this movie about macho beer advertising in the 80's, and we're not even sure who Loretta Swit is. But judging strictly by the title alone, we have to recommend this one. Also, we recommend picking up a twelve-pack of MGD to help numb the pain when watching How to Lose a Guy in Ten Days.