Notes From a Launch

March 4th, 2010

As we’ve just entered the fourth day since the launch of our new Web series, OF COURSE, gotta say…we’re pretty stoked. People seem to like the show, and frankly, isn’t that the point? (Well, that and turning it into a TV sensation and making lots of money so we can go to Vegas and “make it rain!”)

Because this is the first original production we’ve pushed out the door (not including our work on the “aha moment” campaign here – that’s an orange to the OF COURSE apple), we might be a tad bit sensitive to the comments (good or bad) that we receive. And we’re starting to understand why people say, “I don’t read the reviews.” (Yes, we understand it, but we don’t actually believe that’s true.)

Whenever someone says they don’t like the show, the gut reaction is a combination of wanting to respond to explain the thinking behind whatever disturbed the particular viewer…and hiring a private detective to hunt down this person and do some unspeakable things that may or may not include duct tape, gerbils and a video camera (apologies to Richard Gere). On second thought, if it’s a FLIP video camera, maybe we can be in a commercial…we know a guy. But we digress.

The point is that we were prepared for the launch. We had great content. We had sponsors (have you been to Fantasy Springs Resort Casino, played the Eagle Falls Golf Course, or worn the best golf shoes on the planet – DAWGS Golf?). We had AWESOME distribution (FOXSports.com RULES!). Home run. And, so far it has been. We just weren’t prepared for people to make negative comments.

Granted, there are only a few folks who don’t like it and what we’re discovering is that even the negative comments can be positive. (Kind of like in a job interview when someone asks for your worst quality, “Oh, I just work too hard all the time! It’s f*cking terrible! And, I cuss inappropriately.”) For example, some dude (we assume dude here, though it could be a “Crying Game” kind of thing) said, we were a “Hangover ripoff.” Ummmm…Okay. Compare us to the most successful comedy of 2009. We’ll take that.

The fact is whether you like it or not, OF COURSE is a creative project. And, like any creative project, some people will love it, some will like it and some will hate it. What’s funny (ironic, not ha-ha) is that the folks who hate it are often the most vocal and bring even more attention to such things than those who love it. So, from our little family to yours, we’re glad the majority of you love OF COURSE. And, a special thank you to those that really hate it! (That’s, right, Bubba Watson, we’re talking to you!)

Thanks for watching. And, keep commenting.

Introducing Dawgs Golf

February 25th, 2010

Skadaddle Media Forges Strategic Marketing Agreement with Dawgs™ Golf To Sponsor OF COURSE, the First-Ever Animated Golf-Themed Web Series

Innovative Bay Area-Based Social Engagement Studio to Integrate Distinctive Golf Footwear Brand And Its Cutting-Edge Shoe Designs Into Multiple Episodes, Vignettes of New FOXSports.com Series; Skadaddle Media to Design, Execute Fresh Multi-Platform Social Media Campaign for Dawgs Golf

SAUSALITO, Calif. — February 24, 2010 — Skadaddle Media, Inc.™, a social engagement studio which develops creative and entertaining programs, campaigns, events and original content that emotionally and authentically connect with consumers and other audiences, today announced it has signed a strategic marketing agreement with Dawgs™ Golf, a superior line of advanced-technology super-lightweight golf footwear, to sponsor OF COURSE, the first-ever animated golf-themed Web series. The new online property will debut on March 1, 2010, on FOXSports.com on MSN, one of the world’s most popular sports Web sites.

The deal with Dawgs Golf represents the first golf apparel brand to join OF COURSE’S expanding roster of corporate sponsors, which also includes Fantasy Springs Resort Casino and its award-winning Eagle Falls Golf Course. Every OF COURSE episode is recorded live and on location during actual rounds of golf played at Eagle Falls, affiliated with, and located immediately adjacent to, Fantasy Springs in California’s Palm Springs Valley.

Conceived, written, and produced by Skadaddle Media co-founders Todd Lieman and Jon Wank, OF COURSE is a new animated, Flash-based series of five-minute Webisodes that offers a genuine, humorous and highly-entertaining look into what happens – and more importantly, what is discussed by men – on the golf course. Every other week, OF COURSE chronicles the comical golfing escapades of four long-term friends, each with his own personality and idiosyncrasies, and each facing unique personal and professional challenges.

Under the terms of the wide-ranging, brand integration agreement, Skadaddle Media will highlight Dawgs Golf’s brand identity on the hat of Doug, an OF COURSE main character, and will feature all four cast members wearing Dawgs Golf footwear throughout the show’s entire first season, which runs through November 2010. In addition, Skadaddle Media will develop and implement a multi-platform Dawgs Golf social media campaign, which includes the creation and management of its Facebook and Twitter presence, and the production of original promotional videos. The campaign is slated to launch immediately, and continue through the year. Financial terms of the corporate sponsorship are not disclosed.

“With its distinctive brand personality, innovative footwear products, passionate consumer base, and creative marketing orientation, Dawgs Golf represents an ideal addition to OF COURSE’s growing family of corporate sponsors,” said Lieman, who also plays the role of Doug in the series. “As Dawgs Golf has recognized, OF COURSE’s appeal extends far beyond its status as a golf-themed entertainment property. It also serves as a brand-new, cost-effective, and multi-platform marketing vehicle that can be leveraged to reach new and existing customers across a broad range of communications channels in more meaningful, emotional, and authentic ways.”

“As an emerging footwear company in a crowded industry segment, Dawgs Golf embraces creative, non-traditional marketing strategies and tactical programs to generate much-needed corporate and product exposure, and to clearly articulate the notable attributes of and compelling story behind the Dawgs Golf brand,” said Steve Mann, founder, president, and chief executive officer of Dawgs Golf, a division of USA Dawgs, Inc. “OF COURSE represents a perfect fit with this philosophy, and an excellent vehicle for showcasing Dawgs Golf footwear in a visible, entertaining, and authentic fashion. Additionally, the agreement with Skadaddle Media also provides Dawgs Golf with a definitive entrée into the social media realm, a program which should strongly help the company achieve robust business and marketing objectives in 2010.”

OF COURSE Brand Integration Opportunities and Sponsorships: Now Available
OF COURSE is a content-driven, multi-platform social media initiative. Much more than just “branded entertainment,” which potentially offers little entertainment value, poor authentic brand experiences, and limited return on investment, OF COURSE provides brands with comprehensive integration opportunities that only just begin as each Webisode debuts. Advertisers and marketers interested in exploring strategic custom partnerships for OF COURSE should contact Todd Lieman of Skadaddle Media at (415) 332-5577, or by e-mail at todd@skadaddlemedia.com.

# # #

OF COURSE and Skadaddle Media are trademarks of Skadaddle Media, Inc.
Dawgs Golf, Golf Spirit, Ultralite Golf Spirit, and Tracker are trademarks of USA Dawgs, Inc.
All other company names, product titles, publisher names, trademarks, artwork, and associated imagery are trademarks, registered trademarks, and/or copyright material of their respective owners.

About OF COURSE
Created and produced by Sausalito, Calif.-based Skadaddle Media, Inc., and distributed by FOXSports.com on MSN, OF COURSE is a new animated, Flash-based series of five-minute Webisodes that offers a genuine, comedic and highly-entertaining look into what happens – and more importantly, what is discussed by men – on the golf course. The world’s first animated golf-themed Web series, OF COURSE chronicles the hilarious golfing escapades of four long-time friends – Bender, Doug, Eric, and Tim – and the ups and downs of their respective relationships and professional lives. Recorded live and on location at Fantasy Springs Casino Resort’s Eagle Falls Golf Course in Palm Springs Valley, Calif., OF COURSE debuts every other Monday on FOXSports.com on MSN athttp://www.foxsports.com. Viewers can also become OF COURSE fans on Facebook athttp://www.facebook.com/OfCourseGolf, and follow storylines, production schedules, news and notes, and exciting contest and promotions on Twitter at http://twitter.com/OFCOURSEGolf. For more information about the show, cast, and production crew, please visit http://ofcoursegolf.com.

About Skadaddle Media, Inc.
Based in Sausalito, Calif., Skadaddle Media is a social engagement studio which designs creative and entertaining programs, campaigns, events, and original content that effectively engages target audiences and consumers. Founded in 2008, and regarded for its client partnerships across a broad range of industries, Skadaddle Media is the versatile creative studio behind Mutual of Omaha’s highly-successful national “aha moment” campaign, for which they created and continues to produce broadcast TV spots, social media opportunities, and a national consumer experience tour, as well as other innovative programs for such clients as MBT Footwear and Wherever The Need (Twitter for Sh-tters). OF COURSE is Skadaddle Media’s first Web series, and the company is in discussions with distributors regarding several other projects. For more information, please visithttp://www.skadaddlemedia.com.

About Dawgs Golf
A division of Las Vegas, Nev.-based USA Dawgs, Inc., Dawgs Golf was formed in 2009 by Steve Mann to extend the company’s premium footwear lines to the golf arena, and to meet players’ needs for lightweight shoes that offer all the comfort, style, and affordability for which the Dawgs brand is known. Dawgs Golf footwear collections are available in select pro shops, green-grass retailers, sporting goods stores and other golf retail outlets around the country. In addition to its Golf Spirit™ and Ultralite Golf Spirit™ shoes, known as “the world's lightest golf shoes,” Dawgs Golf also offers a line of high-comfort, ultra-soft men’s and women’s for greenskeepers and course maintenance staff, and its Tracker™ collection of extreme-comfort, slip-resistant footwear for kitchen, restaurant, and clubhouse workers. For more information, please visit http://www.dawgsgolf.com.

Being PC Sucks

February 22nd, 2010

While doing the interview with MediaPost about OF COURSE, Laurie Sullivan said something to the effect of, “You guys are just having a grand ol’ time, aren’t you?” The truth is…we are. We’re about to launch our first Web series on FoxSports.com. We’re about to launch the second year of the inspiring “aha moment” campaign. And then there’s the 530 Therapy Savings Plan.

Just for fun, we created this mock commercial – our first of many. (We need a name for this. It seems that everyone is making up names for crap these days. If a Web series can be called “transmedia,” we’ll call this mock commercial a “mockmercial.”) The premise was simple; parents are bombarded with messaging about 529 College Savings Plans. And, while that’s great, what parents really need to save for is the therapy that their kids will need later in life. We called it the 530 Therapy Savings Plan.

(Motherf*cker, the lede has been buried on this post. Geezus!)

Long story short (or longer if you’re bored already), our mockmercial contains the vaunted “f-word” in it (a few times). Prior to releasing it on the Interwebs and showing it to a few mommy bloggers, we had an internal discussion as to whether the video would be offensive because of the language. We went back and forth between what we were really trying to say and how badly we wanted people to watch it. Would more people watch it because of a bleeped out f-word? Would it be less offensive, potentially? Finally, we just put it out there as nature intended – f-words intact and in all their glory.

This was all on the heels of changing some other content in the piece that we thought might be deemed too offensive. Now that we’ve posted it for the world to see, it has dawned on us that it just sucks that such a conversation even happened.

And, all of THIS was on the heels of our Twitter “debate” with PGA Tour pro Bubba Watson. The guy told us that OF COURSE is terrible and that he’d never watch it because he’s Christian. Then, in typical, hypocritical fashion, he posted his own video, which showed him hitting a golf ball at a bird. Excuse me, but what’s worse, an animated, fictional program, or live video of a man hitting a golf ball at one of God’s creatures? At the time, we backed off really ripping him, as we didn’t want to offend any spiritual folks. It sucks that we did that. We should have ripped him then. So, we’ll do it here, but it has far less impact, as it’s out of context.

Our point is that people, in general, need to lighten up. People need to learn to laugh again. It used to be funny to talk of the PC Police, but we’re starting to think that such a thing actually exists. And, we’re running scared of them.

The fact is that not all content is for everybody. The fact is that some content is offensive to some. But, why do we all have to be so freakin’ sensitive to everyone? Why do we have to worry so much about offending some people? Isn’t that their problem? Can’t they just not watch? We’ve gotten to the point where showing an image of a dog pissing on a rug will warrant a press release from the National Carpet Manufacturers association denouncing the dog, the breed and the owner for desecrating the hard work of a fine craftsman. Check that…craftsperson. Would hate for the female carpet manufacturers to get upset and have to issue a second press release.

Look, there’s offensive and there’s OFFENSIVE (which is filled with spite and hate). We all know when someone is truly racist or is trying to be hurtful. That ain’t right. What happens when the PC Police go overboard, however, is that nobody is allowed to laugh any more. Sarah Palin starts going after Family Guy. Bubba Watson starts Tweeting. I had a friend once who LOVED South Park right up until it mocked Jews for the first time. It shouldn’t work that way.

What is this rant all about, anyway? Right. Back to Laurie Sullivan and MediaPost. We’re indeed having some fun. And, in doing so, we’re probably going to offend some people. Lighten up. 

OF COURSE - The Official Announcement

February 17th, 2010

Skadaddle Media Tees It Up With New Animated Golf-Themed Web Series, OF COURSE, Set To Debut on March 1

Sausalito-Based Social Engagement Studio Partners with FOXSports.com on MSN for Distribution

SAUSALITO, Calif. — February 17, 2010 — Skadaddle Media, Inc., a social engagement studio which develops creative and entertaining programs, campaigns, events and original content that emotionally and authentically connect with consumers and other audiences, today unveiled its latest venture, an animated golf Web series, OF COURSE. The new online property, scheduled to debut on March 1, 2010, on FOXSports.com on MSN, one of the world’s most popular sports Web sites, was formally announced today by Todd Lieman, founder and co-president of Skadaddle Media.

Conceived, written, and produced by Skadaddle Media co-founders Lieman and Jon Wank, OF COURSE is a new animated, Flash-based series of five-minute Webisodes that offers a genuine, humorous and highly-entertaining look into what happens – and more importantly, what is discussed by men – on the golf course. Every other week, OF COURSE chronicles the comical golfing escapades of four guys, each with his own personality, quirks, and Achilles heels. Like traditional cable and television programs, OF COURSE will consistently spotlight and follow storylines specifically designed for each cast member, and introduce additional characters, either on an ad hoc or recurring basis. In the weeks between OF COURSE “premiere episode” installments, Skadaddle Media will create special 30-60-second video-diary vignettes, similar to those found in today’s reality shows, that feature humorous rants, poignant commentaries, and insightful perspectives from the four main characters and supporting cast members.

“Although OF COURSE is designed to be funny, controversial, and entertaining, the real charm and appeal of the series lie in true-to-life undercurrents and those blink-and-you’ll-miss-them moments of intimacy that consistently pervade the golf course experience – from the characters’ interactions and relationships with women, to their wagers, smack talk, joking, cigar smoking, and alcohol consumption,” said Lieman. “Skadaddle Media’s agreement with FOXSports.com on MSN to distribute OF COURSE represents a welcome culmination of dedicated research, creative development, production, and the realization of a vision to deliver a ‘Web series unlike any other’.”

“As one of the world’s premier online destinations for sports news and information, FOXSports.com on MSN is continuously searching for creative, innovative, and entertaining content that further differentiates the site from other online properties, improves overall user demographics, increases traffic and click-through rates, and presents our advertising partners with a broader range of proven, targeted interactive marketing opportunities,” said Ed Bunnell, senior vice president of content and programming at FOXSports.com. “OF COURSE, which clearly meets all of these criteria, is an ideal and welcome addition to FOXSports.com on MSN. This new Web series, which enhances our core golf and sports entertainment content portfolio, is sure to attract a distinctive and engaged audience.”

Meet the OF COURSE Cast

Bender: Bender is afraid of his wife. Tall, lanky, and uncoordinated, he has newborn twins. Bender’s wife, Whitney, ALWAYS calls during the round.

Doug: Bender’s business partner, Doug is the centerpiece of the foursome. He is married with a child, but he is hiding a big secret. When his golf game is on, he can become very cocky and arrogant.

Eric: Eric (“Dish”) is a freelance computer geek who lives with Jennifer, his African-American girlfriend. Eric is full of useless trivia and the other guys have a great deal of fun at his expense.

Tim: In his early 40s, Tim is no closer to getting married than he was in his early teens. Tim never cares what he shoots, and he rarely keeps accurate score…on the course. He always hits on the beverage cart girl.

OF COURSE: Recorded Live and On Location
Beyond the originality of its core concept, OF COURSE is also unique in that every episode of the series is recorded live and on location during actual rounds of golf played at Eagle Falls Golf Course (http://www.eaglefallsgolf.com), affiliated with, and located immediately adjacent to, Fantasy Springs Resort Casino (http:///www.fantasyspringsresort.com) in California’s Palm Springs Valley. This radically-different approach is used to maintain the authentic production quality and integrity of the series.

OF COURSE: Preview The Excitement
Although OF COURSE officially debuts on FOXSports.com on MSN on Monday, March 1, 2010, the series has already developed a bit of buzz and an online following. With limited external promotion, OF COURSE’s Facebook page has grown to more than 1,500 fans since its launch just a few weeks ago. To view the series trailer, please visit Facebook.

# # #

OF COURSE and Skadaddle Media are trademarks of Skadaddle Media, Inc.
All other company names, product titles, publisher names, trademarks, artwork, and associated imagery are trademarks, registered trademarks, and/or copyright material of their respective owners.

About OF COURSE
Created and produced by Sausalito, Calif.-based Skadaddle Media, Inc., and distributed by FOXSports.com on MSN, OF COURSE is a new animated, Flash-based series of five-minute Webisodes that offers a genuine, comedic and highly-entertaining look into what happens – and more importantly, what is discussed by men – on the golf course. The world’s first animated golf-themed Web series, OF COURSE chronicles the hilarious golfing escapades of four long-time friends – Bender, Doug, Eric, and Tim – and the ups and downs of their respective relationships and professional lives. Recorded live and on location at Fantasy Springs Casino Resort’s Eagle Falls Golf Course in Palm Springs Valley, Calif., OF COURSE debuts every other Monday on FOXSports.com on MSN athttp://www.foxsports.com. Viewers can also become OF COURSE fans on Facebook athttp://www.facebook.com/OfCourseGolf, and follow storylines, production schedules, news and notes, and exciting contest and promotions on Twitter at http://twitter.com/OFCOURSEGolf. For more information about the show, cast, and production crew, please visit http://www.ofcoursegolf.com.

About Skadaddle Media, Inc.
Based in Sausalito, Calif., Skadaddle Media is a social engagement studio which designs creative and entertaining programs, campaigns, events, and original content that effectively engages target audiences and consumers. Founded in 2008, and regarded for its client partnerships across a broad range of industries, Skadaddle Media is the versatile creative studio behind Mutual of Omaha’s highly-successful national “aha moment” campaign, for which they created and continues to produce broadcast TV spots, social media opportunities, and a national consumer experience tour, as well as other innovative programs for such clients as MBT Footwear and Wherever The Need (Twitter for Sh-tters). OF COURSE is Skadaddle Media’s first Web series, and the company is in discussions with distributors regarding several other projects. For more information, please visithttp://www.skadaddlemedia.com.

Please Make It Stop

February 11th, 2010

When we started writing our original blog, which has since been replaced by this one, we didn’t want to rip on anything or anyone. We were going to stay positive about the things we liked and ignore the things we didn’t. That’s about to stop. Instead, it’s time to simply be ourselves. Call it like we see it. We will be careful not to name names, but we have opinions and whether you like them or not – we’re going to say our peace.

We received a box in the mail. Check that. We received two identical boxes in the mail. The contents included:

   1) Can of spray-paint

   2) A crapload of printed collateral

All of this was designed to draw attention to some advertising awards show and implore agencies to stop using puppies and babies to draw attention to brands. The exact plea was “Make Art. Not Cliches.” Oh please.

You know who the real winner is as the advertising industry continues to attempt to pat itself on the back? Shoulder surgeons.

The best advertising isn’t always the most creative. Or the funniest. Or even the stuff with the most puppies and babies. The best advertising – hell, the best marketing of any kind – sells products. If a baby in a high chair makes people flock to e*trade, then why the hell is that cliché? (For a great case history in what “pure brand” advertising and a complete lack of attention to the ROI does for your company’s bottom line – see TiVo.)

This idea of creativity for the sake of creativity is something that absolutely, positively chaps our collective hide. Let’s wake up and understand that – more than ever – the consumer is always right. In fact, because the consumer now blogs, Tweets, posts and has her own personal TV studio, she isn’t only right, she’s influential.

We live in a world of social media. This is an authentic world. This is a world where consumers want transparency. This is a world where Mommy Bloggers can make or break a product. So, why are you sending me a box (two boxes!) that requires $5.00 of postage and G-d knows how much additional money to print the collateral? (Not to mention the ghastly effects on the environment – spray paint? Please. Don’t really care about that part, but might as well pile on to make the point.) The customer doesn’t really care that Spot A was created by the coolest, hippest agency on the planet.

An article ran in Creativity, or Ad Age, or some other industry publication where one of Advertising’s current godfathers lamented the good ol’ days when he felt like a celebrity because he was in advertising. (Wait…I just threw up in my mouth a little.) He talked about how he used to love getting into cab in New York City and having the cabbies be inspired by his mere presence. (Oh, there’s some more. Just a sec.)

Creativity is great. Art is important. But, art isn’t what should come first in advertising – or marketing for that matter. Success is. And, success is defined by (and with) our clients. Or, at least it should be.

This is why we call ourselves a social engagement studio and not an advertising agency. Sure, we do national advertising campaigns, but they aren’t designed to simply gain attention for their “art,” they are designed to engage customers at the most important base level – one on one. Socially. “Advertising Agency” is an old-fashioned idea. (Frankly, we’re not that keen on having to call ourselves anything, but people seem to need labels.)

So, please…stop mailing us multiple boxes of this crap. This mailing strikes me as someone calling himself a “social media guru” with 10 Twitter followers and 15 Facebook fans. If you’re going to call “for art” – shouldn’t the delivery be artistic?

Just sayin’…