The World Cup is not only the most watched sporting event worldwide (sorry, Superbowl)—it’s also one of the most widespread social events, bringing together hundreds of millions of fans from all walks of life to raise their flags and cheer on their countries’ adidas-clad heroes.

This year, the social experience of the World Cup goes way beyond watching the game at a bar with your friends (although it’s worth noting that Nielsen TV ratings for the first five games are up 80% over 2006).

For the first time in history, we’re seeing social media connect the world in ways that we couldn’t even imagine just four years ago. And it’s only getting bigger.
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Well, the quote actually reads “Hokey religions and ancient weapons are no match for a good blaster at your side, kid.” So, why the Star Wars quote? Because in the battle for market share a brand has no more potent weapon than a BIG idea that grabs an audience’s attention and holds it. And, because I’ve been waiting for an opportunity to use that one for years and lucky for you, that special “inner geek moment” has finally arrived.

On the 5-hour flight back from Phoenix, my wife of 25 years (we’ll call her “Cheryl”) was referring to me as “Obie Won Kenobe.” And why would she do
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Have you seen the new Nike commercial? The one where Tiger, looking contrite, listens to the voice of his father from the beyond.  To be honest, I hate the commercial. It aggravates the hell out of me that Nike is making such an effort to rehabilitate the image of a man who has been, and probably still is, such a flagrant liar and narcissist.

Do they really need him? I think not. The Nike brand could have easily moved on. The brand was inspirational and cutting edge before Tiger and could continue to be without him.
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It’s been a whirlwind couple of months here at Masterminds. Maybe the economy is bouncing back, or maybe it’s just the time of year, but we’ve been responding to RFPs left and right. I thought I’d take a few minutes to reflect about a process that, although very popular, seems so flawed.

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Domino’s Pizza announced last week that their fourth quarter profits had doubled. How? According to them, their success is due to a new recipe and some very unexpected advertising.

Domino’s Pizza is one brave brand.

The pizza maker was facing a problem that first made itself clear through monitoring of social media sites, where people were openly bashing their brand. Focus groups confirmed it – people were unhappy with the taste of Domino’s pizza. And they weren’t shy about it, either.
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Upstate PA is much more than just a Pennsylvania State Tourism region. It is a community, home to a wealth of outdoor activities, and a destination for Roof Rackers from across the Mid-Atlantic. With the help of Carrot Creative, we recently launched a new home for Upstate PA on the web that created an even better user experience for this group of powder and trail lovers.

With a new winter look, direct navigation to the most sought after information and links to social sites like Twitter and Facebook, it’s now easier than ever for Roof Rackers to find what they need and join in the conversation.

Wanna see more? Mount up at UpstatePA.org.

We’re fired up to announce our newest client partner, FireKeepers Casino – the latest gaming destination in the great state of Michigan! Masterminds is excited to start fueling the buzz about this hot new brand until the buzz becomes a roar and their success grows like wildfire. Enough fire puns for ya?
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