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	<title>Escalate - Marketing to the unreachable &#187; buzz</title>
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	<link>http://skal8.com</link>
	<description>Strategies for communicating with consumers in a fragmented world</description>
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		<title>How Twitter generates so much hype</title>
		<link>http://skal8.com/2009/07/how-twitter-generates-so-much-hype/</link>
		<comments>http://skal8.com/2009/07/how-twitter-generates-so-much-hype/#comments</comments>
		<pubDate>Fri, 10 Jul 2009 01:57:16 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Viral]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[commenters]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[hype]]></category>
		<category><![CDATA[twitter]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=109</guid>
		<description><![CDATA[By this point you&#8217;d have to be living under a rock not to have heard of Twitter.   Everyone from Oprah to CNBC has spent time talking about the microblogging system and its phenomenal growth.  A far fewer percentage of people seem to understand the utility of the service.  Certainly the controversy surrounding the Iran elections [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The buzz and PR strategy of a rejected ad</title>
		<link>http://skal8.com/2009/01/the-buzz-and-pr-strategy-of-a-rejected-ad/</link>
		<comments>http://skal8.com/2009/01/the-buzz-and-pr-strategy-of-a-rejected-ad/#comments</comments>
		<pubDate>Wed, 14 Jan 2009 22:21:28 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[dating]]></category>
		<category><![CDATA[NFL]]></category>
		<category><![CDATA[PR stunts]]></category>
		<category><![CDATA[rejected ads]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=84</guid>
		<description><![CDATA[The NFL and the super bowl have recently been the targets of an agressive buzz strategy that works quite well, unfortunately.   Submit an ad that gets rejected, but follows all of the listed rules.  GoDaddy went from just another web registrar to a near household name by making a racy ad.  The ad made fun [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>A basic point, new media is interactive, not just digital</title>
		<link>http://skal8.com/2008/11/a-basic-point-new-media-is-interactive-not-just-digital/</link>
		<comments>http://skal8.com/2008/11/a-basic-point-new-media-is-interactive-not-just-digital/#comments</comments>
		<pubDate>Mon, 24 Nov 2008 17:37:33 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Participation]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[brand management]]></category>
		<category><![CDATA[digital]]></category>
		<category><![CDATA[internet marketing]]></category>
		<category><![CDATA[new media]]></category>
		<category><![CDATA[old media]]></category>
		<category><![CDATA[paid and natural search results]]></category>
		<category><![CDATA[paradigm shifts]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=65</guid>
		<description><![CDATA[This weekend I met a fellow marketer who worked for a very old school company that shall remain nameless.  She used to do &#8220;digital&#8221; marketing for them, but they decided to turn that over to their agency and have her refocus elsewhere.  She went on to describe brand managers that didn&#8217;t understand the difference between [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Twitter and youtube brings down an ad campaign</title>
		<link>http://skal8.com/2008/11/twitter-and-youtube-brings-down-an-ad-campaign/</link>
		<comments>http://skal8.com/2008/11/twitter-and-youtube-brings-down-an-ad-campaign/#comments</comments>
		<pubDate>Tue, 18 Nov 2008 19:05:09 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Participation]]></category>
		<category><![CDATA[Shock]]></category>
		<category><![CDATA[Viral]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[motrin]]></category>
		<category><![CDATA[online buzz]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[twitter]]></category>
		<category><![CDATA[wasted media buys]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=61</guid>
		<description><![CDATA[Johnson and Johnson pulled a recent print campaign for Motrin after significant online buzz revealed an underlying feeling of offense.  The campaign was intended to show they understood the pain that mom&#8217;s feel over raising their children with Motrin as the obvious answer.  The execution, however, showed anything but understanding.
By implying that babies are a [...]]]></description>
		<wfw:commentRss>http://skal8.com/2008/11/twitter-and-youtube-brings-down-an-ad-campaign/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Facebook changes alter rules for viral apps</title>
		<link>http://skal8.com/2008/10/facebook-changes-alter-rules-for-viral-apps/</link>
		<comments>http://skal8.com/2008/10/facebook-changes-alter-rules-for-viral-apps/#comments</comments>
		<pubDate>Thu, 02 Oct 2008 03:47:38 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Viral]]></category>
		<category><![CDATA[buzz]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=49</guid>
		<description><![CDATA[Facebook and MySpace have been one of the epicenters for viral mini programs known as apps or widgets.&#160; The functionality for these programs varies from one time challenges issued to your friends online, to complicated interactive games.&#160; Some are mere decorations while others are massive organizers for important personal information.&#160; In some of the best [...]]]></description>
		<wfw:commentRss>http://skal8.com/2008/10/facebook-changes-alter-rules-for-viral-apps/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Nintendo breaks a wall online, creates a remarkable ad</title>
		<link>http://skal8.com/2008/09/nintendo-breaks-a-wall-online-creates-a-remarkable-ad/</link>
		<comments>http://skal8.com/2008/09/nintendo-breaks-a-wall-online-creates-a-remarkable-ad/#comments</comments>
		<pubDate>Tue, 30 Sep 2008 01:22:16 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Viral]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[Nintendo]]></category>
		<category><![CDATA[videos]]></category>
		<category><![CDATA[web browser]]></category>
		<category><![CDATA[youtube]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=46</guid>
		<description><![CDATA[Lets just admit it, so much information is in front of any of us on a given day that its getting harder to impress and create remarkable ads.&#160; The Super Bowl spectacle every years is often the lone place where the average individual goes to seek out a commercial.&#160; With the exception of Apple and [...]]]></description>
		<wfw:commentRss>http://skal8.com/2008/09/nintendo-breaks-a-wall-online-creates-a-remarkable-ad/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>User Created Videos to show common interests</title>
		<link>http://skal8.com/2008/09/user-created-videos-to-show-common-interests/</link>
		<comments>http://skal8.com/2008/09/user-created-videos-to-show-common-interests/#comments</comments>
		<pubDate>Fri, 26 Sep 2008 20:59:52 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Participation]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[Circuit City]]></category>
		<category><![CDATA[Dallas]]></category>
		<category><![CDATA[football]]></category>
		<category><![CDATA[user generated]]></category>
		<category><![CDATA[videos]]></category>
		<category><![CDATA[youtube]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=43</guid>
		<description><![CDATA[Last year a video prognosticator, Kige Ramsey, got his 15 minutes of fame when he correctly predicted every game for the first weekend.  Dallas radio, in particular picked him up for interviews.  Deadspin nominated him for their youtube hall of fame.  Numerous others followed putting up videos of their NFL picks, but none could match [...]]]></description>
		<wfw:commentRss>http://skal8.com/2008/09/user-created-videos-to-show-common-interests/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Seinfeld out for Microsoft?  Who cares &#8211; Look at the buzz</title>
		<link>http://skal8.com/2008/09/seinfeld-out-for-microsoft-who-cares-look-at-the-buzz/</link>
		<comments>http://skal8.com/2008/09/seinfeld-out-for-microsoft-who-cares-look-at-the-buzz/#comments</comments>
		<pubDate>Thu, 18 Sep 2008 22:17:28 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[buzz]]></category>
		<category><![CDATA[mass media]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[conversation]]></category>
		<category><![CDATA[Jerry Seinfeld]]></category>
		<category><![CDATA[Mac]]></category>
		<category><![CDATA[Microsoft]]></category>
		<category><![CDATA[online elitist]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[public relations]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=32</guid>
		<description><![CDATA[Only a few weeks into the new campagn, Microsoft has pulled the plug on pitchman Jerry Seinfeld.  According to Microsoft, the move was planned from the beginning.  Given the amount of time that it takes to shoot a commercial and the fact they apparently have a new one set to debut this week, it is [...]]]></description>
		<wfw:commentRss>http://skal8.com/2008/09/seinfeld-out-for-microsoft-who-cares-look-at-the-buzz/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Microsoft and Seinfeld &#8211; An ad campaign about nothing?</title>
		<link>http://skal8.com/2008/09/microsoft-and-seinfeld-an-ad-campaign-about-nothing/</link>
		<comments>http://skal8.com/2008/09/microsoft-and-seinfeld-an-ad-campaign-about-nothing/#comments</comments>
		<pubDate>Tue, 16 Sep 2008 14:58:38 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Viral]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[mass media]]></category>
		<category><![CDATA[American Express]]></category>
		<category><![CDATA[Bill]]></category>
		<category><![CDATA[blog]]></category>
		<category><![CDATA[Jerry Seinfeld]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[Microsoft]]></category>
		<category><![CDATA[traditional media]]></category>
		<category><![CDATA[Windows]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=27</guid>
		<description><![CDATA[Microsoft recently debuted a new ad campaign aimed at revising their image to be more friendly and approachable.  To do so, they employed Jerry Seinfeld for a purported $10M.  The first installment in the campaign debuted along with the regular season of NFL football and left many wondering what the point was.  The spot, featured [...]]]></description>
		<wfw:commentRss>http://skal8.com/2008/09/microsoft-and-seinfeld-an-ad-campaign-about-nothing/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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