Move Over Snuggie…Make Way For The Norwegians

Just when you thought lounging attire could not have gotten any more ridiculous than the phenomenon that is, Snuggie, Norwegians have found a way to top it.

Snuggie, the ever so popular, lovable, one piece flannel outfit that’s marketed as the cool way to lounge while doing just about any activity you can think of —homework, watching the game and lazy afternoons with the grandkids —has officially been outdone with the Norwegian take on the comfort and casual, the OnePiece.

The one-piece, footed garment instantly brings back memories of Christmas morning when my siblings and I, donned in our new pajamas, would rush downstairs to find what Santa left us. Outside of that situation, and perhaps in addition to being a six year old excited about a sleepover at my best friend’s, it appears very difficult to muster up much excitement about outfitting myself into monochromatic material head to toe.

Apparently I’m alone in not succumbing to the craze. OnePiece has completely taken off in Norway and even has a few famous faces to offer “cool cred”. Kate Moss, Paris Hilton, David Beckham and Jude Law are among the many famous faces spotted rocking their OnePieces. The one piece contraption originally designed by 6 Norwegians as the perfect outfit to recover after a night out on the town has even been spotted on the town — yes, at an actual night club itself. Well, at least it’s safe to say no one else will have on your outfit.

Picture it, 6 friends gathered in a room after a night out on the town complaining how they just didn’t have the perfect outfit to “recover” after a long night. Perhaps the night’s inhibitions were still in their system when they came to the consensus that a one-piece footed jumpsuit was the answer to their prayers. I would kill to have been a fly on that wall.

I may, however, stand alone in my disdain for the outfit. Bloggers began to pick up the buzz on fashion’s latest craze and expressed extreme like for the idea. I understand the universal appeal of the garment as it is available in a wide array of patterns, colors and fabrics. OnePiece fans can don their attire at the beach in a light weight cover-up, on a camping trip in red, wool flannel, or to bring in the holiday season in a snowflake covered option. Bah hum bug!

Not to forget the little OnePiece fans, sizing is also available in youth sizes so the whole family can get in on the craze. While I can relate to the practicality of being on to throw on what seems like your most favorite sweatshirt, I was completely taken aback with the most extreme pattern of them all, the two-tone OnePiece. Yes, that’s right, for a nominal fee you can channel your inner Cruella de Vil and sport a two-tone black and white number. My only caution, don’t walk past any firehouses.

All things considered, I think we as Americans have had our fair share of outrageously successful market items —remember the Bump-It, popularized by our resident drunken 5 foot Jersey girl? And one can’t forget the blueprint for the OnePiece craze, the Snuggie —now available in leopard print.

I suppose this too shall pass, with any luck. The OnePiece was not capable in luring me because of its practicality, but perhaps the complete opposite. As a result, I have now chosen to write a blog about it and several of my readers will surely visit the site either of intrigue or curiosity. I guess it’s true what they say —any press is good press.

The proof on how 140 characters have revolutionized how we communicate

What happens on Twitter, stays on Twitter?  Not so much.  Say or do something interesting, crazy, or controversial enough and those 140 characters may get your face (or tweet) plastered in the New York Times, help you lose a job (self-twimmolation), strengthen your celebrity status, or get you elected into office.

With over 175 million registered accounts, Twitter, most recently valued this at $7.7 billion and predicted to hit $225 million in revenue in 2012, is transforming how and when people are communicating about their lives.

Need the proof?

1. Companies including Virgin America, Samsung, and JetBlue are paying up to $120,000 for a promotional spot on Twitter. Per day. Consider this ad spend phenomenon one of the reasons many see an end of print media in our lifetime.
2. Celebrities like Lady Gaga and politicians are using Twitter to connect and communicate with their fans and constituents. Most recently, basketball champion Shaquille O’Neal announced his retirement on Twitter.
3. Twitter is transforming the way people get and read news. Nearly every news source in the world has a presence on Twitter, allowing people to truly personalize what they read about and how quickly they can find the information they need. The fastest, most personalized news outlet of the 21^st century? Absolutely. Even Google has pulled in feed results from Twitter into their SERP pages.
4. Twitter (along with Facebook and Google) has been a part of the technology trifecta that has enabled, empowered, and mobilized revolutions around the world over the last two years. Use of Twitter in (and supporting) the Iranian and Egyptian political movements has filled the gap on rampant censorship in the Middle East.  Most notably, the power and global reach of Twitter has helped citizens fight for their rights, freedom, and voices in times of unrest.
5. Retailers including Gilt Groupe and Best Buy use their Twitter voice as a customer service channel.  Their customers can follow them to find out about specific events and new products as well as using Twitter when they have product or order questions, problems, or concerns.

The influence of Twitter on the global advertising and communications industry is affecting how and where people are absorbing news, companies, brands, and advertising in general. Congratulations to Twitter, for empowering and revolutionizing how we communicate with each other… 140 characters at a time.

Casting Calls Heard Around the World

In 2004, Dove did something real different. They launched the Dove Campaign for Real Beauty using real women of all shapes, sizes and colors instead of professional models to sell their leading beauty products. At the time, social media had yet to transform how consumers communicate on a daily basis, but Dove still utilized a mixture of traditional and new means of recruiting their class of “real women.”

Little did we know that they were showing us a sample of what was to come.

Now in 2011, companies across the world are turning to “real people” for their marketing campaigns and social media is giving them instant access to the diversity they seek. Last year model and mogul Kimora Lee Simmons took to Twitter to find models for KLS Gold, her new skincare line.

Other companies have chosen the number one website and social networking tool, Facebook, for their marketing and recruitment efforts. Johnson’s Baby Canada and Bergdorf Goodman who has teamed up with Lucky Magazine are both currently hosting fan contests as a means of securing new consumer support while also

Bergdorg Goodman Faces of 5F Campaign Material

recruiting new faces for marketing campaigns.

This trend has seen exponential growth since Dove stepped out in front and it is proving to be quite a game changer. Not only are these companies maximizing relatively free tools to engage with consumers, but they are playing directly at the perceived narcissistic behavior of social media users and ultimately increasing brand loyalty for a worthwhile ROI. People everywhere are ready and willing to answer these “calls” because of egoistic behavior.  Who doesn’t want to see their face on a billboard or better yet – a Facebook Fan Page?

Beyond the personal gratification fans get, the contests are great for companies to leverage current supporters and subsequently their networks (because of voting)– attracting new supporters and hopefully customers.

Companies that need and can add a human element are sure to continue to reap the benefits from the direct access that social media fan contests/campaigns can offer, but there’s always a drawback. How often can you pull this off? Once a person has “Liked” your page and entered one contest, the challenge becomes maintenance of that audience and the cycle starts all over again.

So in the end, social media contests for the recruitment of models or fans is an energizer tool. They should kickoff your entry into new media or give you a mid-way boost, but they can’t be the sole tactic for a successful digital strategy.