Ashton Kutcher is a figure I find so unsavory that it is difficult for me to see him as worthy of anything other than endorsing POS Clothing. He is the "dude" who stays at the party an hour too long, holding court and announcing his own coolness long after others have started to yawn. Image is hard to change. That said, the man is not stupid, and very well may be ahead of the pack in terms of social media and brand endorsements. His innovative partnership with Popchips, Inc. proves the point well enough. Kutcher built his fame on mild talent, good looks, and a variety of attention-grabbing stunts (whether via Punk'd or geriatric marriage). His cultural relevance, though, came through a carefully engineered drive to be the first person to have 1 million followers on Twitter (@aplusk now broadcasts in real-time to more than 5 million people). Mr. Kutcher saw what other stars -- and major brands -- have missed: that building an audience and managing a direct relationship with it is the way forward. Notably, his work with Popchips does not involve MadAve's services. It is the latest example in what I've written about as the the trend toward post-agency markets.
Tag: Ashton Kutcher
Popchips Inc. is creating a new social-media campaign, but Madison Avenue won't be devising it. Instead, the three-year-old snack-food maker has turned to actor and producer Ashton Kutcher. The company's deal with Mr. Kutcher shows the novel ways marketers are teaming up with Hollywood to use star power to promote their brands.
What in the name of Steve Jobs is Ashton Kutcher doing here? It’s 11 on a September morning in Silicon Valley — a time when any decent Hollywood celebrity should be sleeping off yesternight’s revels in a hyperbaric chamber at the Chateau Marmont, or, at most, Tweeting what’s in today’s egg-white omelet. Yet here’s Kutcher, the Puckish prince of Twitter (over four million followers and counting), emerging from the back of a dowdy Lincoln Town Car and stepping into Downtown Nerdburg. He’s fresh off the plane, and looking about as casual as a shaggy six-foot sex symbol is capable of looking against the pleated-khaki backdrop of Mountain View, CA. Which is to say, he looks perfect (the well-tempered bedhead peeking from beneath the carefully selected ball cap, the zippered sweater hanging just-so on that vertiginous Rem Koolhaas boneframe) and also perfectly out of place, his personal perihelion of Dionysian awesomeness at odds with these Dilbertian precincts.
How Ashton Kutcher is pioneering a new kind of media business, bridging Hollywood, technology, and Madison Avenue. Really.
Every trend requires a spark, an event that serves as a catalyst to galvanize a series of actions that reverberate throughout society. Twitter has surely experienced its share of incremental touchstones that continually propels the service across deeper oceans of users and followers. One such instance would ultimately represent the bridge for “crossing the chasm” into the teen demographic. The celebrity adoption of Twitter, en masse, may indeed symbolize the stimulus necessary to reach and recruit the youth onto Twitter. At it’s forefront was a much publicized race between Ashton Kutcher and CNN. Kutcher, either intentionally or unknowingly, would become was the accidental Pied Piper for attracting America’s youth to Twitter.
Those of us that have been active on Twitter knew it was only a matter of time before 'everyone else' found out our favorite lil social tool. But now that celebrities have found Twitter, what will change?
It started as a simple and seemingly harmless contest. Who would be the first person on Twitter to reach 1,000,000 followers? This wasn’t yet another follower push open to just anyone on Twitter however, not even the Weblebrities who helped propel the popular micro community to an emerging, iconic pop culture status; it was (and at the moment, still is) a race between the world’s most visible celebrities and prominent media brands. It started when Ashton Kutcher, a television and movie star who’s also keenly astute and observant to the promise of new media challenged CNN and its founder, Ted Turner to the race. It was the match heard round the blogosphere, twitterverse and statusphere.