Unprecedented Super Bowl advertising strategy
Published: Wednesday, 30 January 2013 05:45
Written by Jim Denison
A Super Bowl advertising phenomenon is making history this week. As I mentioned in a recent commentary, CBS has announced that it will charge $3.8 million per 30-second slot. Typically, Super Bowl ads are a source of great anticipation. However, advertisers this year are trying an unprecedented approach.
First, they are asking fans to create their own ads. That's been done in the past, but what's new is the second part of their strategy: now they're asking fans to vote on which fan-created ads they want to see. For instance, Doritos' "Crash the Super Bowl" campaign has engaged more than four million people so far who "like" their Facebook page and have voted for the fan-made video they want to see on Super Bowl Sunday.
Pepsi is using half of its 60-second ad to display photos submitted by Pepsi drinkers. "Pepsi consumers want to be active participants, not observers of life," one advertising executive explained. Before the game, people whose photos will appear in the ad will be notified by the company. "That will create a lot of talk value and pass-along," another marketing director added. "A Pepsi brand communication going from friend to friend is much more powerful than brand to consumer."
What can these advertisers teach us about sharing our faith?
Years ago, I spoke at an evangelism conference for one of the nation's largest churches. This congregation was a pioneer in developing services intended to attract the unchurched. The night before my conference, some friends and I were eating at a restaurant near the church campus. When we asked our waitress about her spiritual life, she told us that she had never attended a church service. I asked her about the nearby megachurch; she replied, "I'd never go there. It's too large."
My intent is not to criticize that church, but to make the point: if people are going to come to Jesus, we must bring them. To paraphrase the Pepsi executive, "A gospel communication going from friend to friend is much more powerful than from church to consumer."
Here's proof: Thom Rainer, CEO of Lifeway Christian Resources, conducted a national survey of thousands of non-Christians. One of their most common responses was, "I wish a Christian would take me to his or her church." One person interviewed said, "I really would like to visit a church, but I'm not particularly comfortable going by myself. What is weird is that I am 32 years old, and I've never had a Christian invite me to church in my entire life."
After Jesus' triumphal entry into Jerusalem, some Greeks came to Philip with a request: "Sir, we would like to see Jesus" (John 12:21). Today, Philip must go to the Greeks. Who will hear about Jesus from you today?
I discovered this article on Dennison Forum and wanted to share it with you on my Blog: written by Drew Dickens
Millennials: Why do they spend so much time on Facebook?
Published: Friday, 23 January 2015 14:00
Written by Drew Dickens
As an American traveling abroad and trying to communicate across a language barrier have you ever felt the temptation to speak slowly and loudly as if that is going to help them understand your urgent request to find the nearest bathroom? They look at you with that befuddled stare, shrug, smile, and walk away. Why are we the ones that get frustrated? We are immigrants in their native land yet we expect them to understand our language.
I am sure you have experienced the same frustration in dealing with younger adults and their apparent obsession with social media. Have you attempted to have a conversation with them and they seem unable to lift their eyes from their iPad? Or perhaps they roll their eyes when you ask them to put their phone down for a minute? This young "Millennium" generation was born after 1980. Facebook and social media aren't new or confusing technology to them. They are "digital natives" and you are the "digital immigrant." For example, 89% of "millennials" use social networking sites, less than 40% of their parents and grandparents do. On average a millennial spends nearly three hours a day on Facebook, Twitter, Instagram, and Youtube. While this may seem high, it is still less than the five hours a day the average older adult spends watching television!
It might seem as though this technology is causing us all to become less connected. It might be that we need to redefine what connection means. We are clearly in a new era of internet-enabled intimacy and digital engagement. This phenomenon of digital engagement is distinct from previous generations that would have turned to family, friends, elders, and leaders in their community for many of life's questions.
This emerging sociological and technological complexity for the teen and young adult generation makes the traditional processes of spiritual discipleship much more challenging. And many attempts to continue adhering to the traditional methods of spiritual growth of even a generation ago contribute to driving this generation further away from spiritual awakening.
Today's teens and young adults have access to new set of digital tools on the web and mobile devices that enable and encourage them to connect with and trust others like no previous generation has ever imagined. This generation struggles because the same technology designed to connect them results in their social isolation. Rather than turn away from emerging technology, it must be embraced and explored as a tool for spiritual engagement with those seeking to learn more about God.
Here are some ideas that might help you take a fresh look at what it means to "connect" with someone born after 1980: