I came across this the other day on a blog somewhere and thought it was a great example of clever interactive marketing: It seems Charmin has become the “sponsor” of a little site called sitorsquat.com. Essentially, this site (which has existed in some form since ’07) uses Google maps to locate the closest public restroom to an address entered by a user.

Now, thanks to Charmin, users can download free mobile applications for iPhones and BlackBerrys that use GPS to show you the way to the nearest public pit stop. Not only will you get location, Sit or Squat also lets users rate each restroom based on ick-factor (an average rating above 2.5 is “sit,” below “squat”) so you can avoid less than stellar accommodations (if you have the luxury of being picky).

Being a toilet paper company, this is obviously a great fit for Charmin, and it’s getting them a lot of buzz on blogs and other traditional media outlets-which is the point, of course. What’s so interesting about it though, is that Sit or Squat was a pre-existing site – the lesson being that you don’t necessarily need to be a corporate giant for a good, common-sense interactive site or application to pay off. Certainly, Charmin’s saving some cash by avoiding the cost of custom application development and Sit or Squat now has a corporate sponsor to finance their brainchild and tell the world about it. It’s a win-win.

I like to peruse the blogs over at U.S. News & World Report from time to time, and I came across something today that I think is really interesting and directly related to what we’re often trying to communicate to our clients. In a post today, one of USN’s career bloggers, GL Hoffman, says that HR departments generally give your resume 20 seconds to grab their attention. He follows up with some advice on how to be sure yours stands out, but what is really interesting is the little bit of info he tacked on to the bottom:

I did an experiment over at WhatWouldDadSay.com, where I asked readers to create a SIX-WORD résumé for themselves. Given the widespread fascination with Twitter and its 140-character limitation, I thought it would showcase good writing discipline. Not that you have to make your own six-word résumé, but notice how effective some of the (personal or otherwise) entries were:

• “As I live, so does Apple.”—Steve Jobs
• “Solving complex problems efficiently and elegantly.”—A personal entry
• Another personal entry: “I stand alone, next to me.”
• “Fire it up. Ready to go.”—Barack Obama
• From a real estate staging person: “Staging it better. Selling it faster.”
• Here is one of my favorites that combines two movie characters: “Now reverse in aging am I.”—Yoda Button

This may seem to be a worthless exercise—and it is certainly silly—but it’s not worthless if it only makes you realize that a lot can be said in a few well-chosen words.

That last paragraph there really hits it on the head. In my opinion, in the majority of instances- and almost always when you’re talking about web or ad copy- quality trumps quantity.

That said, anybody want to take a crack at their own six word resume?

Check out this guy

Motrin’s got a mom problem. Why? This:

This is a web ad that was launched as part of a print and online advertising campaign for Motrin on Sept. 30th, and it’s a great example of two things:

1) Copywriting matters.

2) Word of mouth combined with web 2.0 is powerful thing.

So, what happened here is Motrin designed a campaign that is obviously targeted to a very valuable demographic: women with children. Their primary message can be found in the Clintonesque tagline they’ve used at the end of this ad: “Motrin. We feel your pain.” Nice, right? Simple enough. Makes sense. And then it all goes downhill.

Someone at Motrin decided that the best way to make this connection would be to focus on the aches and pains associated with wearable baby carriers – which have become popular with parents over the past several years because of the unique bonding experience they provide. This too, is all well and good, until you read/hear the first line of the ad:

“Wearing your baby seems to be in fashion.”

Hmmm. Right off the bat, you’ve got problems. First, this statement could (and coincidentally, did) imply that wearing your baby in a carrier has more to do with appearing fashionable or hip than bonding with your child (think Paris Hilton clutching a miniature dog on a red carpet). Generally, anything that may compare someone’s child to a celebutant’s chihuahua is unwise. But, there’s still an opportunity to clarify with the follow-up statement, which includes the phrase:

“Supposedly it’s a real bonding experience.”

So close! Replace “Supposedly” with “There’s no denying that” and you’re home free! Until this next doozy:

“I’ll put up with the pain because it’s a good kind of pain. It’s for my kid.” (getting warmer…) “Plus, it totally makes me look like an official mom.” (Cold)

Clearly, nobody ran this copy past anyone from the target audience-or a good editor (which, for the record, is almost always a wise move). As you might expect, mothers of America were none too pleased, and they voiced their dismay in a big way. The ad was pulled after two days of a massive mommy 2.0 backlash on Twitter and blogs across the internet.

Motrin’s new PR problem is a perfect example of how little appealing graphics and a good idea (or intentions) mean if the copy isn’t right.

In honor of Halloween, anyone dressed as a burrito gets a free one from Chipotle today. Anyone seen any aluminum foil around here?

You all know I’m always up for finding a good way to translate an idea/argument/principle into words, but sometimes there really is no better way to do that than through an interactive application. Case in point: taxes.

Obama Tax Calculator

Taxes are complicated. Taxes are boring. Taxes are different for everyone, so they’re hard to effectively explain. What the Obama team’s done here is an excellent example of how an interactive application can cut right through all of that. Simply and easily, it takes a complicated proposal and breaks it down in a way that speaks to people on a personal and direct level while demonstrating the stark difference between the candidate and his competition on this issue. Doesn’t get better than that!

And no “official” answers! Be honest.

How funny is this?

Put on Google’s ‘Mail Goggles’ before you send that late night e-mail

I thought this was a particularly useful and interesting post on business blogging. Be sure to follow the link for a list of 50 companies making good use of “social marketing.”

How to Blog for Your Business – the Good and the Bad.
http://www.usnews.com/blogs/risky-business/2008/9/10/how-to-blog-for-your-business–the-good-and-the-bad.html