Introducing The Group of Death
In anticipation of the 2010 World Cup draw this Friday, we’ve worked with ESPN to put together a fun little thing for football (soccer) fans…
We’ve created a heavy metal band called The Group of Death.
Inspired by the most hardcore group of the World Cup draw every four years and with the goal of entertaining football fans across the world. See the band’s one-sheet below for more info.
As most of you know, we’re constantly producing things with ESPN at W+KNY — for its sports properties (e.g., NBA on ESPN Shaqtus), shows (SportsCenter Duck) and media (ESPN.com Answers). Shit, I was going to say “I rarely share…” but instead I added links.
Anyway, the reason I wanted to post about the GoD is because it’s one of those ideas that usually get left behind for the main campaign, for the big stuff. Whether it’s too far removed from the ultimate objective (selling something), the immediate objective (need to focus everything on one main idea) or the more easily measured objective (ratings). Whether it seems too rushed to execute or too risky. Whether there’s just not enough money because producing 3 TV spots is the priority. Or whatever. An idea like this often never sees the light of day.
Props to ESPN for allowing us to bring The Group of Death to life. They had to be comfortable with the fact that this idea is not about promoting its coverage of the draw and is not meant for the sports fan masses. It’s about being present on the is the most important day for fans until the tournament starts on June 11, 2010 and doing something interesting/exciting/authentic for avid football fans.
Specifically, this idea is meant to capitalize on the fact that when the draw comes out, fans want to know two things: (1) where their team (or teams) are placed and (2) what teams are in the most difficult group - The Group of Death. It’s one of many ways we’ll be trying to build a relationship with sports fans leading up to the World Cup. And we got off to a good start yesterday when “The Gaffer” (no relation) unboxed us on EPL Talk.
Hope you enjoy it. Make sure to check out the songs on the music tab within the Facebook page (IMO it’s the best part). Come through Nevada Smiths around 5PM on Friday for the live concert. Leave a comment if you want me to save you/bring you/send you a t-shirt - I’ve got a few extras to give away.
World’s Greatest Dad / LI’s Best Hypnotherapist
Unfortunately, there’s only so much room on a coffee mug. Otherwise, CafePress would be receiving a new order. Hey-oh!
My dad has recently been nominated in “The Best of Long Island 2010″ poll in the “Best Hypnotherapist” category. Rather than ask you to vote for him blindly though, I’ve decided to share a little bit about him with you…and then later in the post I’ll ask you to vote for him (Best of –> Health & Wellness –> #12 –> Dr. Vincent Gaffney, if you don’t want to read on). Here goes:
My father quit smoking through hypnosis a month before before I was born. One session and tapes. (Cassette tapes—now CDs and MP3s—that can be customized to help keep people on track and learn to practice self-hypnosis.) And he hasn’t touched a cigarette since.
He clearly has a reason to believe in the effectiveness of hypnosis. More general than this personal experience, however, my dad has always believed in the power of the mind to impact people’s lives. He’s taught me through conversations and, more importantly, by example that positive and focused thinking lead to positive actions and accomplishment.
It is all starts with the desire to change something for the better (e.g., quit smoking, lose weight, stop procrastinating, manage stress, fly on plane, etc.). This is non-negotiable. I’ve always admired that the first question my dad asks a new client is if they truly want to do/not do ‘x’. If they’re still on the fence, he kindly asks them to return when they’re ready to take control of this desire (and resulting behavior). Specifically, he works with the subconscious and conscious to change individuals’ directives to what they really desire and reinforce these new positive directives, respectively.
Over the years he’s helped countless people make the changes they’d never been able to make before. Whether they attempted cold turkey, countless diets and/or in some cases seeing a psychologist, the past is what it is. And when they come to see him, as he says, “There is no try; there’s just do.”
It’s not just a challenge for his clients. He holds himself to the same principle. This is the way he approaches his life and how he’s achieved his goals. This was his approach when he was an administrator at a middle school in Spanish Harlem and when he started his career teaching special education. This is how he was able to better the lives of his students and how he’s been able to provide more opportunities for my sister and me.
Now to answer the obvious first question: Has he ever hypnotized me? Nope. Then how do I know he’s any good? Because if commits even a tenth of a percent of the energy to improving their lives that he commits to me and my family, he’ll help them too. Boom.
So, while you may care to cast your vote differently for a World’s Greatest Dad competition, hopefully you don’t have a personal connection to anyone else in the running for LI’s Best Hypnotherapist.
Therefore, please go to Long Island Press Best of Long Island 2010.
- Click on Health and Wellness.
- Scroll down to #12 “Best Hypnotherapist”
- Check: Dr. Vincent Gaffney, Huntington
And while you’re there and if you’re so inclined, please also scroll to #21 “Best Acupuncturist” and vote for his business partner: Ronald Sandoval, Huntington.
Please note that while there’s no slashy award in this competition, I’ll always see him as a dad-slash-hypnotherapist and not other way around. But, as you can see below, his style is versatile…
New York Story
My friend Mike always keeps me well informed when it comes to the rap scene, and recently has been no exception. He tipped me off to Drake’s “Forever” video with Lebron James and a Freestyle Cypher with Mos Def, Black Thought and Eminem.
But the one that really “hits home” is Jay-Z’s “Empire State of Mind” (embedded below). Great storytelling, which, as this post from Desedo shows, has the potential to be even richer and more interactive. (Especially if we can select Alicia Keys as the GPS navigator’s voice.)
Jay-Z - “Empire State Of Mind” ft. Alicia Keys
Jay-Z | MySpace Video
Work to Live…Kinda Lavish
Please excuse the silence over here. I’m working my a$$ off (for those dolla bills, sort of) on some exciting, new projects (pretty much).
Seriously though, I have no idea how my buddy found probably one of the most ballin’ versions of me out there. I wish I could claim this as an alter-ego (Stefan style), but I can’t. Introducing: Seff tha Gaffla.
The Proof is in the People
I just read an interesting post over at Thought Gadgets, which talks about the importance of putting individuals at the front of companies’ social media efforts. I agree with just about all of it, except not sure about the thought that “the most authentic brands online are the ones that give us real people’s names.” Certainly Ford’s Scotty Monty on Twitter (where he uses his own name) @scottmonty) is a great example (cited in the post). And of course, Zappos’ Tony Hsieh and his staff counts (even if he uses @zappos and other names range from @zappos_fly to @Zappos_Service). But would Skittles Fan page on Facebook be more authentic (or successful) if its CMO or Director of Product Innovation shared his/her name and let everyone know he/she had the reigns? Probably not. That is, unless some Willy Wonka-type character (or Leprechaun) worked there as “Keeper of the Rainbow.” I’m not sure Nike+ (the example in question) gains any authenticity points for being a real person vs. having a real purpose for it - customer service, new features or linking up users and Twitters who are geographically and pace compatible. (Of course it doesn’t have to be one or the other.) No one seems to be dinging at @TOMSshoes for lack of transparency about who’s tweeting from its end. Because humanity is baked into the business (buy one pair, one pair sent to someone in need).
But that’s not to nitpick or twist words. It’s just to build and ultimately get me to a point about how in social media or traditional media: If the goal is to move away from being a faceless corporation—or in more positive terms to be human—, then you should empower your employees to bring to life the personality of the brand. Whether they become faces of the company or not and whether you do it on Twitter or TV, it still about people. And when you encourage/enable them to add their own unique personalities to the mix, that’s when you get something really special - like @JetBlue which updates who is on Twitter duty or one of my all-time favorites, Southwest’s David Holmes:
You go airlines!