Yogi Bear and A Lament For Social Marketing Tricks
The Yowp blog is a favourite of this blogger because it not only does an excellent job of dissecting many, many early Hanna-Barbera cartoons, it also manages to dig up plenty of the associated marketing and promotional material related to them as well. A recent post concerned the celebrations of Yogi Bear’s ‘birthday‘:
Sure, the company began with the deals you might expect—for comic books, toys and records. And it grew from there. But a couple of promotions from the pre-Flintstone era at the studio (which is the focus of this blog, though we stray a bit) are admirable considering the coordination that was involved in pulling them off. One was Huckleberry Hound’s presidential run in 1960 (which combined comic books, cereal offers and personal appearances). The other is the Yogi Bear birthday party of 1961.
Driven By Data Not Desire
In today’s multi-media, web-enabled and YouTube-driven mediasphere, marketing has become a true science. Sure, advertising legend David Ogilvy knew as much back in the 50s, but even he always emphasised the art of marketing and advertising as being the most important element.
Google has since perfected the data-driven approach, wherein data on consumers is gathered and analysed until useful information is extracted. This information is then either used by Google itself, or sold to others for their use in advertising. Such trickery is superb at learning a consumer’s habits and also exploiting them.
The Decline of Social Marketing
The problem with data driven marketing and promotion is that it focuses much more on the individual rather than the collective. Just think about Yogi’s Birthday parties; they were designed to bring people together.
The feeling of being part of a community remains a very strong driver of viewing habits and fandom in general. The feeling that we are part of a group that shares similar tastes is far and away the biggest factor when it comes to how we determine which shows are our favourites.
Fans and fan-dominated social events (like conventions) are distinct from the kind of events that this post is talking about though. The former are geared towards existing fans whereas the latter are geared much more to potential fans.
Today, many of these potential fans congregate in the online space, either on Twitter, Facebook or YouTube. Such platforms are much more efficient and, from a studio or network’s perspective, much cheaper to advertise on than a physical event.
The problem is that as we head ever further towards a future where there is a screen for each individual, there will be a tendency to ignore the physical space in preference of the virtual one. On an adult level, this may not be an insurmountable issue, but for kids especially, it could spell disaster.
That’s not mere fear mongering either. Animated features in their current form depend on the social viewing experience of the cinema. If kids grow up preferring smaller screens with content tailored to their desires, what do you think that will result in?
Finding the Solution
Viewing content will always be social on some level or another. The challenge will be how to do so when technology that permits people to watch any time any where is the norm. Will it still be possible to gather a group of people together to watch something? Large events like the Super Bowl will be fine, but what about smaller animated TV shows? How about getting kids to watch shows in groups at home, will that become a challenge too?
All these remain somewhat of a mystery at this point in time, but one thing is for sure, if we do not find a solution, it will make for some radical changes to animation.
What would you do to stimulate social viewing of animated programmes? Leave a comment below with your idea!