Wednesday, November 23, 2011

Free Beer

I live in Texas, and I’ve dreamed of improving my guitar skills, starting a band, and leaving the marketing and technology world behind.  I would name my band Free Beer.  We’d play Texas Rock, some Blues, and throw in an occasional Radiohead song to keep the audience on their toes.  You’d drive down the local Farm-to-Market road by Joe’s Roadhouse, and the sign would read, “Free Beer Tonight.”  Sure, we might need to find a new town to play in, every night, to make the marketing ploy effective, but, hey, Texas is a big place!

Jamming or constipated?
Yesterday, our excellent Marketing Director sent me a link to a new mobile app produced for Moosejaw outfitters, called Moosejaw Xray (AndroidiPhone).  Download it.  It corresponds to their winter catalog, and it uses augmented reality to give shoppers a more risqué view of the models in their catalog, without all those puffy, winter outer garments. 

As the male of the species, I found the marketing ploy intriguing.  I must study this catalog, intently.  As a marketer, however, I wondered if their budget would have been better spent elsewhere.  Hey, I admit, I downloaded it and looked at their catalog.  I even tweeted about it, and now I am writing a blog entry, referencing their campaign.  It’s got sexy women in lingerie, for Pete’s sake, what am I supposed to do, ignore it?

The reality is, however, they don’t sell the under garments, from what I can tell, so the campaign is really about generating buzz and brand awareness.   I don’t know Moosejaw, but I’d guess that the campaign is in line with their brand, as well.  It’s probably not a bad idea, in the end, but I just wonder if they will need to find a new town to play in the next time.

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