Influential Marketing Blog

6 Lessons From the Best Marketing Campaign Ever

Last month an unlikely underdog stunned the marketing world at the International Cannes Advertising Festival. At the show, a single marketing campaign took home a Grand Prix award in three categories simultaneously--direct, cyber and PR-- something that had never happened before in the 50+ year history of the show. Contrary to what you might expect, the unanimous winner of this unprecedented victory was not a Fortune50 brand with an advertising budget of millions, but a small Tourism board promoting a little known island off the Great Barrier Reef.

The winning campaign was called the "Best Job in the World" and was essentially a big online job search conducted through social media for a new "caretaker" for Hamilton Island in Queensland, Australia. Done on a comparatively paltry marketing budget of just $1.7 million dollars and reliant on fortuitous PR and word of mouth, the campaign achieved stunning results, including over 34,000 video entries from applicants in 200 countries, and more than 7 million visitors to the site who generated nearly 500,000 votes.

Just two weeks ago on July 1, the winner of the competition--a 34-year-old British man named Ben Southall started blogging and touring around Queensland, finally bringing the competition to a close. For the next six months, he will be touring around Queensland, sharing his adventures through a video blog, writing, Twitter account and Flickr photos-- generating even more interest in Hamilton Island and all of Queensland in the process. The tangible results for the island are rolling in as well: Amway Australia chose it as the site of their upcoming annual conference, and domestic Aussie airline Virgin Blue just started flying a direct flight between Sydney and Hamilton Island, due to the rise in demand from travelers wanting to get to the island.

I realize that tourism and the travel industry may seem far removed from your business. Unfortunately, we don't all have the natural beauty of Hamilton Island to fall back on when starting our marketing campaigns. Still, a big part of the reason for the amazing success of this campaign was not what they were marketing, but how they used social media to do it. In that, there are some lessons anyone trying to promote a product or service could use:

1. Make it believable. Many marketing groups would never make a claim if they can't provide substantial evidence. How might Tourism Queensland prove that their job is the best in the world? They can't. But it is believable because it is a beautiful place and fits what many people's definition of a dream job might be.
2. It's not about how much you spend. One of the major benefits of smart public relations and social media is that it scales in a way that advertising typically doesn't. In other words, you don't have to pay more to get more. The real trick is to have something worthwhile to say that people can't help talking about. You need a good story.
3. Focus on content, not traffic. The typical marketing campaign focuses on traffic to some kind of site. For Tourism Queensland, the biggest payoff of this campaign was having over 34,000 videos on YouTube from people around the world talking about how much they love Queensland. Aggregate the views of all those videos, and multiply them over the long term and you'll start to understand the true impact of their campaign.
4. Create an inherent reason for people to share. Another element of this campaign that worked extremely well was the fact that there was voting enabled on the videos. What this meant was that after someone submitted their video, they had an incentive to share it with everyone in their social network online to try and get more votes.
5. Don't underestimate the power of content creators Most recent statistics point to some number between 1% and 10% of the user base of any social network are the active content creators. Though these percentages may seem small, the potential impact of some of these individuals are vast online. It could easily become the secret weapon for your next marketing campaign.
6. Give your promotion a shelf life. The best thing about this campaign may just be the content yet to come. Ben, the winner, just started blogging and sharing videos and photos, but the content is already engaging, high quality and inspires you to dream of making it to Queensland yourself. Over the next six months, his itinerary will take him across the state of Queensland and unlock many other unique opportunities. Best of all, this content will live on far beyond the time span of the campaign.

NOTE: This entry is republished from my guest blog post on FastCompany.com today.

Unexpected Marketing Ideas That Could Transform Your Customer's 4th of July

This weekend is the celebration of the American Independence Day on July 4th and if you have ever lived or travelled to America on this date, you know that the day is typically celebrated with BBQs and fireworks. Across the nation, people get ready for traditions that have remained largely unchanged. As the big day dawns, though, there are several ways that social media and particularly social media tools on mobile devices could transform the day for the digitally connected - and offer a great promotional idea for the right brand in the process.

Here are a few ideas:

1. Fireworks Finder Mobile App - A simple map based application that would allow you to search for local destinations that have fireworks to decide where to go. In addition to the location, it would offer useful information like what else is happening, and how long the fireworks in that area are estimated to go for. After all, who doesn't want to see the longest fireworks display? Who This Idea Works For?: Fast Food Restaurant (could show nearby restaurants), Fireworks seller (link to nearby retail spots), Local city governments (to increase tourism and locals who stay close to home)
2. Fireworks Countdown Timer - One of the biggest questions on the 4th of July as people pack into large cities and gathering areas to watch fireworks is when exactly they will start. Though they are scheduled, often the real start time is different and due to weather or when it actually gets dark enough. This timer could be a mobile app that would be updated in real time with the true start time of the fireworks. It could also count down as the fireworks are running until then end so you know how much time is left. Who This Idea Works For?: Baby/Kids Product Makers (as a useful service for parents to answer impatient kids), Watch/Timekeeping Brand (relates to keeping time), Cell Provider (exclusive download to certain cell networks for subscribers)
3. Fireworks Photo Tips PDF - During the fireworks, people often can't help taking their point and click cameras and trying to get a shot of the fireworks. Usually, there are some simple things, like zooming in, turning autofocus off and turning the flash off that can make a big difference in the quality of pictures. Giving people a download ahead of time with how to get the best photos from the day could be a great useful printout that people actually offer their email in exchange to download and print to take with them. Who This Idea Works For?: Photographic Equipment Manufacturer (include info on best cameras with night modes), Photo printing services (offer a coupon for discount on uploading and printing your photos afterwards).

Anyone seen any of these ideas being used already? While every retail brand is doing the typical "4th of July sale" - the may be opportunities are out there and waiting for your brand to engage people through social media and stand out from your competitors in the process.

Why Google & Virgin America's Online Scavenger Hunt Campaign Rocked

Early this morning Google Apps partnered with Virgin America to launch a unique campaign where they invited people taking Virgin America flights all day, as well as those sitting on computers at home or work to participate in an online scavenger hunt for clues to answer questions they would pose at you on a website called "Day In The Clouds." The scavenger hunt offered questions requiring you to use many different Google apps and online tools to find the answers, and integrated with Virgin America both for some questions as well as by offering free WiFi to any passenger on one of their flights today.

The campaign generated lots of positive word of mouth for the brands and though it is just coming to a close a few hours from now so the numbers haven't been reported yet, it will likely boost both brands and work strategically to promote what each of them wanted to: Google Apps and the cloud architecture from Google's side, and the ready availability of WiFi on all flights for Virgin America. Going beyond, here are ten quick lessons that you can take from this engaging campaign on what they know about marketing that is fun and engaging that many brands forget.

1. Built on their core products/services. The level of integration so that users had to use many of Google's tools to find the answer to questions and learn about Virgin America's planes, technology and flight schedules as well as how to use the Internet on flights was brilliant. It was done in a way that no other competing brand could have done.
2. Designed for simplicity without compromising. The site was easy to use and great looking at the same time. For every marketing person who has sat in a meeting and listened to a designer argue that it is impossible to do both, just send them the URL for this site.
3. Forged the right partnership. The choice of these two brands together worked perfectly to add to the popularity of the scavenger hunt. Both have high goodwill among their fans and drew a tech-savvy audience to participate.
4. Integrated the brand without being overbearing. The brands were definitely integrated in the questions without making every question about something boring and branded. The light hearted approach worked in this case, because people know clearly that they are on a branded site, and we should realize value of that - but don't necessarily need to shove it into a user's face at every turn.
5. Engaged through fun and competition while educating. The engagement on this campaign was high because the content was great. The format was fun and competition as built into this in a way that made people want to engage and do even better. There were even tweets from flights encouraging plane-mates to do better to beat a competing plane.
6. Created a sense of urgency. The timer counting down to zero as well as the choice to make this only a one day long promotion all added to the sense of urgency for this campaign. It also meant that even on an LA to SF flight (like the one Virgin America took media on in the morning) the time would be enough to complete the quiz.
7. Offered a real challenge. Like most puzzle and game related marketing that Google has done (including their smart Da Vinci Code promotion), they don't tend to dumb the solutions down or make it easy. As a result, they keep people engaged and have them try harder.
8. Involved the right ambassadors. In the morning, there was a media flight that several high-influence tech bloggers including Ben Par from Mashable and Beth Blecherman from Techmamas were on where they played the game and participated in the start of the campaign. These early ambassadors posted about it and drove more interest and traffic to the site throughout the day.
9. Made it shareable. Once you complete the hunt, you get your score and you have the opportunity to share it immediately (which I did) through Twitter and Facebook. It might have been smart for them to have prefilled text that didn't share a score too (in case someone was embarrased by their score and didn't want to broadcast it), but either way this final step meant that people could share via Twitter or Facebook, and also follow the campaign's Twitter account for updates.
10. Had real and tangible prizes. The last smart move the team putting this promotion together did was going beyond recognition and bragging rights. Those are nice, but the winners with the highest scores will get tangible prizes and that is a big motivator to continue to participate even if you may be in it and not want to finish.

Disclaimer: Virgin America is a current client of Ogilvy PR (my employer) and I have consulted on social media efforts for them in the past. I personally did not work on this campaign, however, and am not being compensated or incentivized in any way to write this post. It is my personal opinion of their campaign and nothing more.

What You Can Learn From Ketchup & Microchips

In 1991 Intel did something that changed the marketing world forever. Realizing that as a microchip maker, it would be very difficult to advertise their products to end consumers who were buying a machine and not a chip, Intel created a co-op marketing program. The premise of it was simple and brilliant. Instead of spending their marketing budget on their own ads, they would build something akin to a sponsorship model where they would offer cobranded marketing funds to their partners if those partners would feature Intel's brand and messaging in their ads. Thus the distinctive Intel four note chime and "Intel Inside" program was born [click here to read a full case study].

It's been nearly three decades and surprisingly few other brands have taken this strategy to heart. Recently, however, I saw an intriguing ad for a fast food chain, where alongside the photograph of the fictionally juicy burger, there was a small branded plug for Heinz ketchup. "Ketchup Inside," so to speak. Unless you happen to fit into a category like my brother, or Kaitlyn, chances are you don't consider ketchup a food group to be eaten alone. Ketchup goes with food, and it goes perfectly with some foods. Who would eat fries or a burger without ketchup?  Ketchup, like Intel, can be considered an ingredient brand.

Many of us tend to focus our marketing efforts solely on situations or messages where our brand is positioned as the hero. Sometimes it's a much better marketing strategy to sell your product or service based on the things that it goes with. The legendary "Got Milk?" campaign realized this, and it led to some of their most popular ads like the guy with peanut butter stuck to his mouth or the one with the other kid with a face full of cookies and no milk. Sometimes the best strategy you can have isn't to just promote what you're selling, but to focus on what your customers use it with.

3 Ways To Use "Resolution Marketing" In The New Year

It's the first monday of the new year and even if you aren't usually a person to make new year's resolutions, chances are you are still thinking about doing things slightly differently in 2009 than you did in 2008. It's a new start and that's the beauty of the first few weeks in January. They are a time when you can swear off the mistakes of last year and choose to do things differently. It also presents a big opportunity for marketing. Here are three ways that you could use "resolution marketing" to position and promote your brand in the new year:

1. Help break a bad tradition - There is no better time to attack a competitor that your potential customers may have been doing business with for a long time and get them to switch. Utility services like home telephone service or car insurance are often things that people have chosen some time ago and stuck with more out of convenience than any long term loyalty. Target those customers with a compelling reason to break their old (and therefore outdated) tradition and consider switching to you.
2. Offer small "resolution victories" - Many surveys being promoted in media this week could tell you the major resolutions for most people in the US and likely around the world. They range from common things like losing weight and working less to more niche dreams like finally buying that yacht or taking a trip to the Pyramids. No matter what the resolution, people want to feel good about moving towards their goal. Nothing does this as effectively as a "resolution victory." These are the small steps along the way to fulfilling a resolution. This could mean purchasing a Lonely Planet guide on Egypt, or choose Subway for lunch instead of that slice of deep dish pizza. Neither is about achieving the resolution, they are just small steps along the way, but still offer a powerful bonding moment with your brand if you can offer them.
3. Create useful how-to content - Many resolutions are about education or optimization - in other words, how can I learn to do something new or do what I'm already doing more effectively? Both are perfect opportunities to use content to deliver a useful message that links back to your brand. So if you're selling tea, for example, don't just talk about your new flavor, offer some education on an afternoon tea ritual that can be done in a cubicle and transform your afternoon. As long as the content you're creating is useful, it will be relevant and likely to be passed along.

Over the next few weeks, we all have a short time to use resolution marketing before it won't work anymore. Before you accuse me of being pessimistic, I'm not saying that everyone will forget all about their resolutions in a few weeks. But I'm pretty sure that deep dish pizza place near your office will have a lot more business for lunch at the end of this month than they will have at the beginning of it. 

ImageStorming: How To Brainstorm Alone (When You Have To)

Brainstorms are fun. Usually they involve getting a group of people into a room together, using some kind of white board or collaborative location to take notes and inviting participants to shout out their best ideas. Unfortunately, sometimes you're faced with a creative challenge and can't pull together a team of people to help you develop ideas. You're on your own to solve it.

So, what can you do in this situation? Use images - or more specifically, use image search online. When I was in a similar situation trying to brainstorm concepts for the cover of my book last year, it was the combination of two images that led to the inspiration for the eventual award winning cover design. Searching for imagery works for most creative challenges, from a design oriented one like I had with my book cover, to a more executional brainstorm where you are trying to come up with marketing campaign ideas.

Here are four great tools that I use often:

1. iStockPhoto - This site has a wealth of photos, and most of them are available in a small size for just $1 in licensing fee. So not only can you use the collection of images, icons and graphics to get inspired, but if you happen to find one that you want to use for something, it won't eat your entire budget.
2. Google Images - The most obvious and standard tool, Google Images can be good or bad for what you are looking for, and is rarely in between. Due to the huge collection of images that Google will return for just about any search, you are bound to find images that don't match to your search very well. Sometimes this is good as it leads you in different directions, but other times the noise can win and the tool loses its usefulness.
3. Moodstream - A relatively new site from GettyImages, this is a very addictive online tool that lets you select particular moods based on several keywords and it will show you a stream of images to match that mood. If you are brainstorming based on emotions or more human terms, this could be the perfect tool to use.
4. Flickr - By far the largest photo sharing community on the web, I go straight to Flickr when I'm looking for more images of real life and real people as opposed to stock photography. You can often find more branded photos as well, which is really useful if you are trying to develop campaign ideas for a particular company or product.

Any other image search tools that you find really inspiring? Share them in a comment here and I'll add them to the list.

Savvy Aunties And Your Underappreciated Customers

Every good marketing plan I have ever seen has the same piece of critical information to answer the biggest question of all: who is our target market? This is not about creating useless age demographics to segment an audience by what you think you can measure. It is about painting an idea of who the main person is that you want to reach about your product. Let's say it's a mom of a five year old boy. Once you highlight this main customer, your marketing focuses on how to reach them. That's the traditional model.

What if you could, instead, focus on your most underappreciated customer target? The one that none of your customers are chasing. The one that is open to what you're selling, and would love to hear about it, but no one is focused on telling them. For that same five year old boy, let's assume that person is his favourite aunt. The one he loves to see and idolizes. The one without kids who has plenty of money to spend on him, and loves to see him as well.

Thankfully, there is now a site called Savvy Aunties for all those aunties out there, which offers something to the forgotten demographic of women who love kids and have them in their life, but aren't moms. That's an example of focusing on an underappreciated demographic. Of course, their whole site is about these women ... but it does raise an interesting question for you to consider. Who are your savvy aunties, and are you doing enough to reach them?

How Flip Video Is Using Personalization To Stand Out

I've been a fan of the iconic Flip camera for some time now. In my own experience, the device has single handedly unlocked the immediate power of creating video for me because it has made it a simple process. It has always been a great product. But now there are other products that offer similar features. Their groundbreaking idea of a compact video camera with popup USB connection is no longer the differentiator it once was. To take it's place, they've done something very smart with their most recent product, the Flip Mino (and Mino HD). It's one of the first mainstream consumer electronics products that you can customize with your own design. Using an appropriate partnership with Cafepress, a leader in offering customers the ability to personalize products and sell them, you can now customize the front of your Flip Mino camera. Here is how Flip Video is using it to help them drive sales in the all important holiday season:

1. Smart Partnership. Recognizing that users of Cafepress are already familiar with customizing their products, they chose to fulfill this feature with the right partner instead of trying to recreate everyone alone.
2. Designer Models. Some people may want their new Flip Camera to have a personality, but not be into uploading their own image or doing a lot of work to get it. For them, Flip has partnered with several designers to offer ready made unique designs that you can choose from.
3. Personalization. Of course, there are a large number of people who DO want to have their own look to their camera, and for them the ability to upload and use their own image is a big deal.
4. Flat pricing. The final element to the strategy is not charging people a huge premium to do this. All the designs cost the same as a regular camera - so people are far more likely to do it.

These choices point to an important side benefit that Flip will likely get from this personalization effort which will take place over time. Anyone who pulls out a customized video camera from Flip at their family gathering, amongst a group of friends, or even on the street is likely to turn some heads. More importantly, they will talk about their new camera that they were able to customize. The word of mouth from that alone should help Flip Video to go beyond having a successful holiday season of sales, and make this a must have product well into next year. Using personalization well can do that.

Buy My Second Book Today (And Save The World)

Ok, before I get into too much trouble - let me explain. Today is the release of a project that I am honored to be involved in, and you could arguably call my second book, though I am sharing author credit with 236 other authors I highly respect. The book is called Age of Conversation 2, and is an exploration of social media and its impact on business. Engagingly subtitled "Why don't they get it?" the book is broken down into 8 key topics:

    * Manifestos
    * Keeping Secrets in the Age of Conversation
    * Moving from Conversation to Action?
    * The Accidental Marketer
    * A New Brand of Creative
    * My Marketing Tragedy
    * Business Model Evolution
    * Life in the Conversation Lane

I chose the "Manifestos" topic for my contribution, because it seemed like a big idea, and also because I knew it would come first in the book so my contribution would be earlier in the mix of over 200 others. That plan clearly worked, because my article titled "The Control Myth: An Inside Look At The Worst Advice In Marketing Today" is on page 5 (I can't help it, I'm a marketer even in a room full of marketers!).

Though I was not part of the first edition of Age of Conversation, that was also a great compilation, and this time around the project is twice the size and has contributions from many authors, bloggers and others that you will definitely recognize. No matter if you are a pro and already understand much of this world, or someone trying to figure it out, I guarantee you will find lots to learn from in this book. And you'll also help a worthy cause as all the proceeds from the book go to benefit Variety, the Children's Charity.

So what are you waiting for? Visit http://stores.lulu.com/ageofconversation and get your copy of Age of Conversation 2 in digital or print format. And flip to page 5 to see my counterintuitive contribution about control and branding. I'll give you a hint ... the future is NOT about giving up control. That's the control myth and in my piece I share the perception shift required to get past it.

Full Author List For Age of Conversation 2:

Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob LeDrew, Brad Shorr, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Chris Brown, Connie Bensen, Connie Reece, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Schawbel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Dave Davison, David Armano, David Berkowitz, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne & Todd Cabral, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, John Herrington, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kristin Gorski, Lewis Green, Lois Kelly, Lori Magno, Louise Manning, Luc Debaisieux, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tim Brunelle, Tim Connor, Tim Jackson, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

 

The Do NOT Vote Campaign

As a parent, I appreciate reverse psychology. My kids are still at the age where it works, so I'm a big fan. Apparently when they become teenagers, it still works but only if you tell them not to do something. The problem is that it is usually something that you actually don't want them to do (ie - drive the car, try drugs, drink alcohol, etc.) Using the fact that teens and many young people can't help doing exactly what adults tell them not to, Hollywood has a new message for these young people. Don't Vote. It doesn't matter. It won't make a difference. Or so the video below tells you:

Actually, it ends up being a brilliant campaign not so much because of the creative message, but because it actually delivers a more important message that many campaigns targeted at getting people to vote don't mention ... that you need to REGISTER in order to vote. I wonder how many young people wanting to vote for the first time don't get the chance because they didn't register in time? As this video points out, the deadline to register in some states is as early as this weekend. So if you don't care about the issues and election, or if you do, go ahead and register at www.declareyourself.com. Consider this my public service announcement for the weekend. And I'll wait while you register too.