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ADOTAS Conversations: Getting the Maxim Effect on 18-34 Males from Dennis Digital’s Todd Anderman

Written on
Oct 12, 2006 
Author
Sarah Novotny  |
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ADOTAS Conversations: Getting the Maxim Effect on 18-34 Males from Dennis Digital’s Todd Anderman

So, for example, Burger King, they know that a lot of guys are eating their lunch at their desk in front of a computer. Well how can we do something pretty cool here which next time you go to lunch, you might think about going to Burger King. With Miller, this [latest ad] is for Icehouse beer. Their thing is about getting people in pre-party mode, so how do we help create these viral videos that subtly integrate the product into the Maxim speak?

Do you have an in-house creative team?

We work with the agencies, but we have a video team, we have a creative team and we work very closely with the client’s needs and pull these together.

One example is the ‘How competitive are you’ [campaign]. That’s for Speed Stick. They had a theme and their theme is that guys are competitive and so what we did is once again took that irreverent take and picked three “sports”, and I put sports in quotation marks because they’re not real sports that guys get sometimes carried away with–air hockey, wiffle ball and ping pong. What we did is make fun of the fact that we as guys get a little crazy with these and created games and videos with subtle integration for the Speed Stick brand, like the air hockey video.

Are there any specific challenges to marketing this demographic?

It depends upon the situation, Usually, if we’re talking to an advertiser, they’re obviously targeting this demographic and then what we’ll go back with is trying to come up with a very creative and customized idea for them that fits into their goals. Using Speed Stick as an example, they had a scene. Maybe they did some research where they were trying to accomplish a goal. Maybe they were trying to get people into a car dealership wherever it might be.

Then, what we’ll do is we’ll put together a campaign that really resonates with our guys. If you just put up the standard units, then its not a very pointed message to them. You’re not going to get as much of a return if it’s not contextually integrated. At the end of the day what we know, our expertise is understanding these guys—what makes them tick, what registers with them. And what we try to do is create content that really registers with them, like some of the content things I went through with you earlier. But then for advertisers, what we try to do is take that knowledge and understanding and translate their message so it really comes to life for these guys.

Do you see this demographic veering towards mobile?

We’re pretty confident of that. A lot of this depends on when they upgrade their handsets and their mobile capabilities. They’re not going to use it for the exact same thing, but we have a very connected society and everyone’s online all day at work for the most part with broadband access. Everyone’s online the whole time when they’re home, but what about the rest of your life when you’re not in front of your desk or at home? Will you be connected? Absolutely. What you will be using that for will be a little different. It’s going to be in shorter bursts. It’s going to be quicker hits of information, and obviously it’s formatted for a different form factor, but I think it’s gong to be very important for these guys.






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