Well, here are my numbers from the race. Overall, I’m pretty pleased. There’s a lot of room for improvement, but I accomplished a few key goals. First, I finished. Second, I finished in under three hours – which was my ideal time. Finally, I genuinely enjoyed the experience. And that’s the most important thing. This is supposed to be a fun hobby that keeps me in shape, so I can live forever and drive my kids insane.
Part one accomplished.
As for the specifics of the race. The water was a delightful 80 degrees. The day started cool ( around 68) but warmed up to 85 at the end. The thing that surprised me most was the wind. On the run especially. It was a blessing and a curse. There wasn’t a ton of shade so it helped keep it cool, but some of those gusts were brutal.
In the end, I had a blast and I’m counting down to the registration date for 2013.
I came across a book review in Mental Floss, one of my favorite magazines, for a book titled You Are Not So Smart and it piqued my interest. Never one to back down from a challenge, I felt compelled to read it and confirm just how smart I may or may not be. After a thorough reading, I must admit that I am not so smart. David McRaney does an excellent job of explaining complex psychological and evolutionary processes that make you act dumb. Things like The Sunk Cost Fallacy and Change Blindness that depend on your brain’s inability to comprehend everything that occurs on a daily basis. It was particularly fascinating as a marketer to see how our brain’s rely so heavily on external cues when making decisions. Overall, I throughly enjoyed the book and highly recommend it for anyone who wants to understand why sometimes you make irrational decisions you can’t seem to explain. See for yourself at http://youarenotsosmart.com/
After a delightful wrangle with a foreign hacker, which left the site with a string of malicious code buried deep in a file somewhere, mikewienke.com has been offline for a while getting some much needed R&R. However, the problem has been sniffed out and resolved, and we’re back and 100% virus free. All the content will be uploaded by July 10th. Thanks for your patience.
A group of Moose employees joined together and worked through the weekend to create this excellent short film for the St. Louis 48 Hr Film Festival. Check it out.
The Client: Bacardi Rum
The Problem: Bacardi is facing strong competition from Captain Morgan Spiced Rum among males 21-25.
The Insight: To male consumers 21-25, brotherhood and adventure are two key factors in their everyday life, and they look for products that embody these same traits
The Solution: Create a launch video that accentuates the spirit of brotherhood and adventure that is the driving force behind Bacardi OakHeart Spiced Rum.
Someone brought a box of Krispy Kreme doughnuts in to work this morning and set the box in our lounge area. In the brief moment before I opened the box, I noticed the top of the box was adorned with QR codes. I turned to a co-worker and said, “May it links to an augmented reality app that shows your butt getting bigger every time you open the box.”
But, alas, it links to something far more horrifying. Say “hello” to Krispy Kreme’s addition to the 2011 Holiday Season – the 12 Days of Doughnuts. If the doughnuts didn’t give cavities and an upset stomach, this just might.
right-click images to enlarge
The Client: Sapporo Beer
The Opportunity: Sapporo is the #1 Asian beer in the U.S. and is consumed almost exclusively during sushi dining occasions. Sapporo wanted to increase market share and be thought of as more than just a sushi beer.
The Insight: Japan has a rich history and many great traditions. Unfortunately, many Americans haven’t had the best introduction to those tradition, so we tend to have a skewed view of Japan.
The Solution: Humorously recreate some of the awkward experiences consumers may have had with a Japanese tradition and use that experience to position Sapporo as a Japanese tradition doesn’t need to be translated for American consumption.