Katie: Welcome back to Chapter Three of the BusinessMakers Overtime Show heard here and online at the BusinessMakers.com/overtime. So I think that we don't like to be super, super critical and super, super excited about things. Actually that's a complete lie 'cause we do both of those things. So this exciting new installment in the Overtime Show is called Fab or Flop.

Esther: Hm.

Katie: And I know that I am always glued to interesting and innovative marketing campaigns, sales pitches, PR delios that are happenin'. So we picked out a couple of recent pretty visible campaigns that we just sorta' wanna pick apart and wanna take a look at.

Esther: The first one, you actually found these two examples and they're both really good I think. The first one is the Explorer Reveal. Now I don't know if you guys are familiar, but basically Ford unveiled their new model Explorer on Facebook. Just live streaming video and updated content. The same way that in Gadget or any other site that would track Steve Jobs as he was unveiling an Apple product.

Katie: So this is the first time that there's been a major car review like this that was not at an auto show. Instead they chose to do it on the internet on Facebook. It's specifically significant because it's not just like yay, we tweaked the doors and here's the new car. It's the new Ford Explorer. It's a complete overhaul. It's on a different chassis, the economics of it are completely different. There's so many more environmentally friend - I hate to sound like a commercial, but it's a completely different little beast and they've been doing these crazy little teaser posted on their Facebook fan page, posted all over the web and then all over print advertising as well that I think were just really well done. It was truly a tease. Truly. The way that you were gonna get a first glimpse of it was by being a fan of their 2011 Ford Explorer Facebook fan page. At this point they have I believe over 56,000 people that decided to tune in just to check out this car review. They take it a little bit further and it's not just like here's a picture and video and yay, we can all go home, but now Ford is really keeping up with their Ford Explorer. So Facebook.com/FordExplorer page specifically to get feedback to get requests.

Esther: Right; because you couldn't even purchase the thing for six months after they launched this campaign. They were more doing it to encourage conversation and spark ideas and see what kind of feedback they were going to get.

Katie: So I think that this was a really innovative way of using Facebook when honestly as much as I enjoy Facebook.com, it is getting a little bit old; the contests and the quizzes and sign up now and be here. It was fun a couple years ago, but Ford completely took it to a new height where they have this minute by minute review where people are anxiously waiting and they have updates. They even got - oh my gosh - what's his name? The dirty jobs guy was the MC, the ringmaster of all of the activities. Mike Rowe is his name who is just a total cutie. I'm sorry. Maybe that's why I like it. Like the car's okay. Facebook whatever. Mike Rowe.

Esther: Yeah; seriously. Really it's interesting to see how a company like Ford is investing in social media now because this is showing that sites like Facebook and Twitter have actually - well maybe not Twitter so much, but Facebook for sure has grown up. It's matured to the point where Ford is taking it so seriously. This is a multimillion dollar campaign, it appears to be. With the talent that they have emceeing to just the technology required to make sure that something like this actually works, it was a great job. Expensive, but a great job.

Katie: Yes, I'm sure. They're connecting all of this Facebook magic to a tour around the country. So again people still can't go and touch it and drive it and be in this vehicle. So they're still building the buzz even once you think it probably should have already peaked. We know what it is. We've seen it. Whatever. But no, they just keep it going, keep it going with their sweepstakes. So I'm gonna vote this as fab.

Esther: Fab. I vote fab, too.

Katie: I'm a little bit jaded in the Facebook marketing world and this was strong.

Esther: The next one that you talked about I also think is fab. So maybe we don't have any flubs today.

Katie: Damn it.

Esther: But ya' know what? It's quite funny. To celebrate the Argentinean Friendship Day Ogilvie Argentina created a huge Coca-Cola vending machine. So if you wanted to buy a Coke you needed your friends to actually pick you up to reach the buttons and the slot. But if you actually go through the trouble of doing that you actually got an extra, a free -

Katie: To share with your buddy that helped you.

Esther: To share; yeah. So, reminds me of what Coke did with their first viral video, which we've talked about on the show, which was people would put in their money and a hand would come out with a bouquet of flowers or you would push the button and 20 Cokes would come out and just funny things were happening. It was their first viral video. This is the same kind of thing. I don't know. Did people even really know that this was some kind of stunt because it sure looks like they don't know. The pictures show that they're actually doing this.

Katie: Yeah; they have all these kids sitting on each other's shoulders getting boosted by their friends. I don't know. It does say Happy Day of Friendship in Spanish and then you see the two for one little symbol.

Esther: I just like that they have a day of friendship.

Katie: Yeah; actually me, too.

Esther: Should we have a day of friendship?

Katie: I feel like we should.

Esther: Today might be our day of friendship.

Katie: I feel like it should be and then we should bring John's favorite Girl Scout lemon cookies. Don't Girl Scouts have friendship cookies or something --?

Esther: Oh, Lemon Aids. Yeah; Friendships.

Katie: Friendships.

Esther: I think they're like the shortbread with the chocolate on the bottom maybe.

Katie: Oh my gosh, I love those. If those are the ones that would be amazing -

Esther: Could that be?

Katie: And I feel like Girl Scouts of America should get in on this and make the biggest box of Friendship cookies and then in order for us to eat it we would have to boost John up and he would have to open it and jump in.

Esther: I like it.

Katie: With the idea that he would throw some cookies down, but that might be highly doubtful.

Esther: This could be the next crazy PR stunt that somebody does.

Katie: Exactly. So I totally dig the Facebook and I totally dig giant Coke machine by Ogilvie. I actually think that I'm more of a fan of the Ogilvie stunt because it is about Coke, but it's not. It's happy. It's associating their brand with working together in camaraderie and everybody share a Coke for your hard work.

Esther: I agree. It's lovely.

Katie: That makes me really thirsty right now.

Esther: I know. Aww, that'd be nice. You could just have a vitamin water. It's the same thing.

Katie: Seriously. And it's good for my eyes, Esther.

Esther: Yeah; and all the different flavors. There's a calming one and a focus one and all kinds of -

Katie: Yeah; and it's a have you been to your dentist lately one. That's a special edition.

Esther: The rotting teeth version.

Katie: Exactly. Now with a free bottle of mouthwash.

Esther: Yeah. I think that might do it for today. What do you think?

Katie: I think it's been a sweet, sweet show.

Esther: Yeah; it's been lovely. It's been great having you here. Please tune into the BusinessMakers.com every week, every Wednesday morning as you know and check out our scavenger hunt at the BusinessMakers.com/overtime. We are running it for the next couple of weeks and you could win a free pass to the interactive strategies conference happening September 16th. Yes; September 16th at the Angelica Theater right here in Houston, Texas.

Katie: So we'll be there and we hope to see your face, too.

Esther: Absolutely. You've been listening to the BusinessMakers Overtime Show heard here and online at the BusinessMakers.com/overtime. I'm Esther Steinfeld.

Katie: And I'm Katie Laird.

Esther: We'll see you next --