Hiking, boating, shopping, skiing, golfing – count us in! (FYI, you had us at hiking.) We’re thrilled to announce that Masterminds has been selected as the agency of record for the Pocono Mountains. We’ll be busy keeping a fresh influx of travelers flowing into one of the most storied destinations in the mid-Atlantic region.

To us, the partnership couldn’t be more perfect. Try walking through our halls for more than five seconds without bumping into an avid fisherman, skier, golfer, camping aficionado or foodie. Impossible. Which is why we’re ecstatic to work with the Pocono Mountains Visitors Bureau to introduce even more visitors to a region that’s just a quick drive from New York City or Philadelphia, and is full of all the things we love to do.
More »

Is your brand getting the most out of online video? And no, we’re not talking about putting your TV commercials on your YouTube channel. Nor are we talking about copying what Old Spice has done and just inserting your own character.

Instead, create original, engaging video content that people will want to share with their friends—something that can go viral. And then, tap into key influencers who will help spread the word for you, ultimately driving their followers to your brand, too.

Planet Hollywood Resort & Casino in Las Vegas recently leveraged YouTube’s mass musical appeal to build a tremendous amount of buzz around their branded dance hit, “PHAMOUS.”
More »

The World Cup is not only the most watched sporting event worldwide (sorry, Superbowl)—it’s also one of the most widespread social events, bringing together hundreds of millions of fans from all walks of life to raise their flags and cheer on their countries’ adidas-clad heroes.

This year, the social experience of the World Cup goes way beyond watching the game at a bar with your friends (although it’s worth noting that Nielsen TV ratings for the first five games are up 80% over 2006).

For the first time in history, we’re seeing social media connect the world in ways that we couldn’t even imagine just four years ago. And it’s only getting bigger.
More »

Well, the quote actually reads “Hokey religions and ancient weapons are no match for a good blaster at your side, kid.” So, why the Star Wars quote? Because in the battle for market share a brand has no more potent weapon than a BIG idea that grabs an audience’s attention and holds it. And, because I’ve been waiting for an opportunity to use that one for years and lucky for you, that special “inner geek moment” has finally arrived.

On the 5-hour flight back from Phoenix, my wife of 25 years (we’ll call her “Cheryl”) was referring to me as “Obie Won Kenobe.” And why would she do
More »

Have you seen the new Nike commercial? The one where Tiger, looking contrite, listens to the voice of his father from the beyond.  To be honest, I hate the commercial. It aggravates the hell out of me that Nike is making such an effort to rehabilitate the image of a man who has been, and probably still is, such a flagrant liar and narcissist.

Do they really need him? I think not. The Nike brand could have easily moved on. The brand was inspirational and cutting edge before Tiger and could continue to be without him.
More »

It’s been a whirlwind couple of months here at Masterminds. Maybe the economy is bouncing back, or maybe it’s just the time of year, but we’ve been responding to RFPs left and right. I thought I’d take a few minutes to reflect about a process that, although very popular, seems so flawed.

More »

Domino’s Pizza announced last week that their fourth quarter profits had doubled. How? According to them, their success is due to a new recipe and some very unexpected advertising.

Domino’s Pizza is one brave brand.

The pizza maker was facing a problem that first made itself clear through monitoring of social media sites, where people were openly bashing their brand. Focus groups confirmed it – people were unhappy with the taste of Domino’s pizza. And they weren’t shy about it, either.
More »