Who can pass up a good pun, right? I’m probably one of the least fashionable people out there. However, even for the fashion-challenged like me, it’s likely that you’ve heard about TOMS Shoes.

TOMS was formed by entrepreneur Blake Mycoskie in 2006 on the simple concept that by selling these comfortable, Argentinian-style shoes to consumers – a pair could in turn be given to someone who needs them. Mycoskie’s business concept was rooted in the desire to help those (children primarily) who do not have shoes to protect themselves from soil-transmitted diseases prevalent in developing countries. The TOMS mission is also to ensure these people have access to places like schools or hospitals in their respective communities, for education, assistance and healthcare.

The cool thing about TOMS is that this is not a ’cause component’ of their business – it IS their business. TOMS’ advertising isn’t focused on selling you a pair of their shoes, it hopes to inspire you to do good. Below is a video from their “One Day Without Shoes” campaign and is a great example of their overall brand messaging:

Since the company’s inception in 2006, TOMS has been able to give 1,000,000 shoes to children through its One for One Movement. In addition to being able to donate to over 20 countries around the world, TOMS has also been recognized as one of eight revolutionary socially responsible companies making a difference in the world.

TOMS has a great consumer base that has essentially helped make an impact on the world. But as a brand, what do they do if they want to grow or evolve? And does it put their mission of helping those without at risk?

Apparently not. TOMS recently announced they are expanding into eye wear.

Armed with the same simple One for One business model, for every pair of sunglasses they sell, they will work to ensure that one person receives the eye care they need. Providing eye care is far more complex than shoes – so for this program TOMS is partnering with companies to provide the eye care services needed to fulfill their One for One promise.

Perhaps the coolest thing about this expansion it that it allows TOMS as a brand to grow into, as they say, a One for One company. In other words, regardless of what you buy, your purchase directly helps someone in need. Pretty awesome if you ask me.

So if you want your consumer dollars to make a difference in the world, and need a cool new pair of shades check out TOMS new eyeware line. Their site put their company goal right up front so you know your purchase can impact someone’s life – and they offer a cool virtual try-on tool as well. In fact, we started exploring this new initiative partly because we were interested in the technology behind their virtual try-on tool. We weren’t all that impressed with its functionality, but we love TOMS!

For your continued entertainment pleasure, here is what I would look like in a pair of TOMS shades, courtesy of their virtual try-on tool:

TOMS Building Upon ‘Soleful’ Brand is a post from: V3 Kansas City Integrated Marketing and Social Media Agency

I love quirky and weird. I even like edgy. But I’m not such a fan of bad taste. Last week, there was a lot of conversation about Kenneth Cole taking advantage of the situation in Cairo to pimp his spring collection.

Today, a lot of the conversation – online and off – centers on Groupon and the Super Bowl spots created by Crispin, Porter & Bogusky using the plight of the Tibetians under Chinese occupation and rain forest preservation issues to pimp saving money by using Groupon. Didn’t see them? Judge for yourself.

Isn’t that kind of like saying to someone whose house just burned down “Hey, that stinks. But think how much you’ll save on your utility bills. And save even more by buying a Groupon for some burnt ends from your local BBQ joint.”

These are but two of the spots and you can see the rest here.

Save the Money is a hideous campaign. Even the tagline stinks:

“Money is one of our most important natural resources. Sadly, thousands of dollars are wasted every year. Until now.”

Don’t take my word for it, Brandbowl 2011 captured the online sentiment about the Super Bowl spots in real time. Groupon was in the #3 spot overall, garnering not only the lion’s share of the online conversation about spots in general, but the lone brand managing to receive negative sentiment – in overwhelming proportions. In fact, no other brand received ANY negative sentiment — only Groupon.

With a $15 billion valuation and set to go public in the not so distant future, I’m sure this won’t knock Groupon off the pedestal it has rightfully earned. However, as both a marketer recommending Groupon to my clients and a consumer using Groupon, I’ve gotta say this leaves a very bad taste in my mouth. And, as Cause Wired’s Tom Watson so eloquently opines, it’s a prime example of cause marketing gone horribly wrong.

What say you?

Image credit: Jim Barratt, Bad Taste

Groupon’s Super Bowl Fiasco is a post from: V3 Kansas City Integrated Marketing and Social Media Agency

I’m addicted to OK Go, I’ll just admit that right up front. I like their music, I like their movies, I like their style. Oh, and I love the marketing magic they so adeptly employ.

Yesterday, when I saw that they were releasing their new song, I scooted over to YouTube to check it out and it had a paltry 312 views. As usual, I got distracted and had to dash away before I could actually watch the video. 87 tabs and a full day later, Chrome reminded me what I had found interesting the day before. And OK Go was still there, waiting patiently for my attention. Oh, and in the space of that 20 hours or so, the 312 views had grown to well over a million. Imagine that.

And, of course, I loved the video. The simplicity. The white. The dogs. The cleverness. But they didn’t stop there. OK Go roped me in with a call to action. I’m an over the top dog lover, I clicked over to the dogs page and saw their call to action on behalf of the ASPCA and animal rescue. Approve. Cause marketing at its best.

In fact, there’s so many things they do right, it just makes me like them even more. I don’t know if they think all this stuff up themselves, or if they have some brilliant, (and naturally overpriced) marketing firm behind their efforts. But whomever is responsible is totally kicking it in the you-know-what. Want to pre-order the video? Sure. Want to get the super-duper video package? Sure. Want to see us on Leno? Tonight. Want to participate in the White Knuckles Remix Contest? Great. You have until October 14th. Follow us on Twitter and see that we not only have a presence there, we actually talk with people. Dude! Imagine that. And while you’re trolling our Twitter stream, wanna know how we pulled off the choreography with a bunch of dogs? Read about it here. These guy are awesome.

A well-designed yet simple website. Social media marketing tactics nicely employed and the site is filled with all the right information. Connecting with the band is easy and, as my friend Liz Strauss likes to say, irresistible. For media. For tour information. For fans. And even for over the top fans who want behind the scenes information on the still famous Rube Goldberg machine. Seriously, I can’t find anything they do that doesn’t rock. And my nerdy marketing brain loves that. Maybe you will, too. If not, maybe you’ll just like the video.

OK Go. Smart AND Using Their Power For Good is a post from: V3 Kansas City Integrated Marketing and Social Media Agency

The story here isn’t really as much about the people involved in the creation of this great campaign (although they’re talented, that’s for sure) as it is about why social media – and video in particular – is such a perfect fit for causes and not-for-profit groups like MADD – and especially groups who target teens.

Part of the reason for the success of the campaign is the fact that they supplemented a traditional posters-in-schools campaign with video. Captivating, can’t look away from, in your face video. Props here to Esparza, as well as to the Wade Brothers, Realfake, Back Alley Films and their sister company, T2, as well as to Bazillion Pictures for the great music. They produced just the kind of not-messing-around-here message that teens need to see, again and again, in order to have any impact. Especially when the message is about teenage drinking and what it can do to your brain. Drinking is fun, brain damage, not so much.

Video is, without question, an effective tactic. And even more effective when you’re targeting a young audience. From a strategic standpoint, with the integration of a video component, they complemented the school poster campaign with a message that could be broadcast in local movie theatres, thus ensuring that it would not only be seen by the teens who were the original target, but by their parents as well. And NM MADD noticed a measurable spike in web traffic to the BrokenTeens.org site, especially during weekend days, a/k/a prime movie-viewing days. The feedback has been terrific, from parents and kids alike – which is not all that common for a public service message. In fact, the campaign has been so successful that they’re now exploring opportunities to roll it out into other markets.

So, take note not-for-profit groups – using video in innovative ways and then working with knowledgeable social media pros who can help your video message go viral is, most definitely, a strategy worth integrating into your marketing mix.

Causes + Video + Social Media = Great Results is a post from: V3 Kansas City Integrated Marketing and Social Media Agency