Ads in the Wild: Keeping it Social with Nostalgia
August 9, 2011
Is there anything quite as “social” as nostalgia?
Proust may have had a very private trigger for his memories of time lost, but most of the time, we tend to trip nostalgic based on shared cultural memories — stuff that evokes the way things were “back in the day.”
What could be more inherently social than that? And since I wrote last week’s column about the importance of “Keeping it Social,” it seemed only appropriate to write this week’s column about tapping into the power of nostalgia to give ads a social flair. Just check out this ad I found staring out from my Facebook page the other day:
Ah, Battlestar Galactica… such a motherlode of nostalgia that they’ve already rebooted the TV show to record breaking success on the Sci-Fi channel. A show practically guaranteed to bring back memories of 80s childhoods.
And here’s the best thing about it: We don’t even need to read the URL to know it’s a BSG game. Just the shape of that fighter is enough to start one’s mind tripping back through the years. In my case, it took a moment to place it properly, which of course prompted me to read the ad.
But it didn’t quite intrigue me enough to click through, mostly because I’m not much of a gamer, but also because the ad almost totally failed to capitalize on the nostalgia they created with the picture:
- No reference to battling it out with the Cylons
- No reference to Starbuck, Apollo, Adama, etc.
- No hint to whether the game follows the storylines from old TV show or the recent reboot
There are plenty of great games out there. This one’s special appeal was based pretty heavily on nostalgia and the desire to re-enter the Battlestar Galactica universe/storyline. So where is that nostalgic appeal in the text of the ad itself?
And what about the social aspect of the game? Can I play on teams with friends?
For an example of using nostalgia properly, check out some of the “What 80s Movie Character are You” quizzes that ripped through the Facebook universe a few years back. Not only did they invoke a heavy dose of nostalgia, but they doubled-down on the social aspects of that nostalgia, by enabling the sharing of of recalled cultural milestones with friends.
And that’s the kind of social dynamic you should be looking for in a nostalgia-based ad.
How Should You Use Display Advertising?
We hear similar questions from clients on a regular basis. One question we hear often is “How do your other clients use Display Advertising?”
Expanded Text Ads: 7 Million Clicks Say They’re Underperforming
Over the past 6 weeks, we have been lucky enough to experiment with expanded text ads, and frankly, I’m not impressed with their performance.
£300 Off Hero Conf London Ends Tomorrow!
Time is nearly gone to reserve your seat for Hero Conf London, 24-26 October at etc.venues St Paul’s, at a huge discount off the regular conference rate!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Expanded Text Ads Come To Google AdWords Editor
Advertisers have been able to create expanded text ads, but couldn't utilize AdWords Editor. That has now changed with the release of the latest version of AdWords Editor.
Bidding Farewell to Adwords Converted Clicks: Don't Panic
AdWords will soon be saying goodbye to the "Converted Clicks" metric. Learn more about what this means for your account and how to prepare for the transition.
Olympic PPC Ad Strategies
How spectators consume sporting events and a massive expansion in the digital space will prove to shake up who and how advertisers reach their audiences.
Hanapin's PPC Resources Are Now Ungated!
You can now access Hanapin's whitepapers and toolkits without having to fill out a form!
View Ad Creative Through The Eyes Of Your Searchers
Learn to understand that ads do not live in the vacuum of an excel sheet and common practices should be tested.
[New Webinar!] 11 Red Flags To Watch Out For When Working With An Agency
Leveraging Analytics For Remarketing: Picking The Ripest Fruit
Remarketing prevalence is well founded based on competitive returns in both volume and efficiency. With that said, this "low hanging fruit" world isn't always easy to pick.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.