the one that got away

the Fallon Planning blog points toward a new Craigslist-like service that is focused on NYC subway crushes that were cut short by the inevitable lack of courage or closing door. Subway Crush lets users post a note to the one that got away. as a midwest dude who relies on four and two wheels only, the thought of commuting and traveling by subway/train has always been romantic. it goes with my theory that everyone steps onto an airplane hoping to have their lives changed at 30,000ft. there's a collision of intention and random, schedule and serendipity that occurs in public transportation.

anyway, i like this social-network-meets-want-ad style. i think the increase in people habitually checking such a localized forum will spread into other arenas. as with most things organic, i wonder how brands might adopt this model.

this post also allowed me to use one of my favorite New Yorker covers.

on insight and innovation

most of what i do is geared around uncovering insights and turning those insights into a relevant strategy. the other part of my day job is updating my facebook profile and downloading new music from iTunes.

planning/strategy folks go round and round about processes/resources/validation/research and very rarely agree on what it is, exactly, that they are looking for in an insight. many times, we back into an insight (or strategy) to validate an already-known mindset. that's not an insight. so what's an insight?

i think this slideshow by Matthew Millan explains insight in a brilliant way.

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so here's to Columbo.

another inspiring Internet find today: mass innovation. a short film by Charles Ledbetter. well put together and a great reminder of the world we live in as marketers and consumers.

"Let's build a micro-site!"

how often does this "differentiating" execution occur? these days, everyone has a micro-site. when micro-sites are on-strategy and communicate a specific idea succinctly, they work. they can engage in ways the mothership site can't. micro-sites can tailor a brand experience or provide a narrative for a new product.

alas, most end up far less strategic and end up heading to the little Internet in the sky to exist in some e-purgatory.

yesterday i was treated to not one but TWO wonderfully done micro-sites.

the first, from Adidas, does a superb job of telling the brand's creation story and putting a face (in claymation!) on its founder without being irrelevant and cheesy...instead, the film and very interactive site evolves nicely in a historical journey to today's products that any sports fan will drool over. (via joshspear)

the second, from Sprint, is titled Waitless. the site entertained the heck out of me, and is extremely strategic in its messaging. "Fast forward through the boring parts of life" is a helluva call to action and is an insightful nod to the power of mobile phones in our daily life. the minute you're bored, you pull out your mobile. why not apply that determination for efficiency and entertainment into other parts of your life? such as peeling bananas quicker. taking off your shirt faster? calming your crying baby? Waitless gives funky video instructions on how to cut time off of the most mundane tasks. my only complaint is the clear influence of will it blend in the look and feel.

both sites do a great job digging deeper and injecting some personality into two mega brands. kudos to those involved. haven't figured out the responsible parties yet, but when i do, i'll make 'em some quick-freeze sorbet. "Thanks Sprint!"