First we have the “dump ten friends and get a Whopper from Burger King” online promo, which I commented on in my blog entry on January 13.  OK, as obscene as this was, it was at the very least “interactive”  — the mantra of social media — in that one had to “do something” to “get something.”   Of course, what one had to do was anti-social.  So much for “social media.”

Along came Quiznos, with its try at connecting to the online community, but the interactivity consisted only of “sign up with us and you get a free Sub.”

Then came Moosejaw.com whose shoppers were offered an e-gift card for up to 25 percent off the amount of a previous order, only if they bought Chinese food.  Shoppers were instructed to calculate 25 percent of their Moosejaw purchase¹s total, and spend that amount on Chinese food.  A meal receipt and the Moosejaw order number was required to redeem the offer.

It seems to me that we have entered the next iteration of the old coupon-cutting routine.

But along came yet another food giveaway promotion that seemed really out of line, as to taste.  I read a report by Kenneth Hein in Brandweek, March 13, touting Domino’s pizza’s new “Super Big Taste Bailout” promotion.  Apparently, consumers will be encouraged to nominate a friend in need of a bailout and winners will receive a pizza.  And a pizza can do that – bail someone out?

Of course it’s a play on words, but poor taste in piggybacking on a word that deals with pain and angst, whether GM or a single homeowner – and definitely sounds opportunistic.  When asked by Brandweek why the use of “bailout” in the promo, CMO Rusell Weiner blatantly replied, “The topicality. Banks and Corporate America are getting bailouts funded by taxpayers. Domino’s bailout is for those who need it most right now—hardworking American families.”

Hope the pizza leaves a better taste in the mouth than the campaign.

According to a new report by Forrester Research covered by Brian Morrissey in Adweek,  “social media has not yet entered the marketing mainstream and is largely relegated to experimental budgets.”

It shows.  I believe that it is not as much about budgets as it is about a creative bent and imagination to propel interactivity, best left to the communication experts who understand how to relate to the media and trigger participation  – social or not.

Yes, it’s my first blog with many more musings and thoughts to come…

But for my first, I want to address the schism that exists worldwide, right now.  On one hand there has never been such a surge of world optimism and renewed hope in making the impossible, possible — ever.  An example was Bob Herbert’s Sunday column in the NY Times two weeks ago, which carried the headline “Americans, take a bow!”  And yes, we proudly can.  We have shattered a ceiling, if not all ceilings.

But on the other hand we have been sucked in by a world pessimism surrounding our financial systems that, if left unchecked – will sink us deeper and paralyze hope.

Pessimism begets pessimism.  It’s a black hole that can suck the air out of everything that is possible. I venture to say that we have a choice.

This situation can be compared to the vase in Somerset Maugham’s ravishing classic, The Razor’s Edge.  A plastic vase never breaks in a fall, but will never have the beauty of a crystal vase that will.  A great example of “on one hand or the other.”   We can select one over the other, as long as we are willing to take the “risk” or consequences.

It’s the inventive and creative mind that can find a way to keep the dark hole at bay.  And no one will argue that some of the most creative minds exist in the PR world.  What is needed now is to unleash that creativity and take risks – no, not financial ones, but risks with ideas that may not have a safety net as to immediate ROI.

This then is the time for corporations to tap that creativity.  It is the partnership between corporations/organizations and a PR agency or an in house team’s creative mind, that will count – a partnership where corporations/organizations say, “why not, let’s try it,” rather than “we cannot take that chance.”  It is a matter of trust in those creative ideas. As an example, just consider that if you have all the ingredients to make a lavish dinner, it’s easy to make a scrumptious one.  But if you have only a piece of bread, some pasta and lots of spices, what concoction can one create that can rival the scrumptious meal?

So, I suggest — let’s just do it.  Let’s go back to when ‘excess’ was not around and when creativity was seen as the essential ingredient needed to stretch real small PR budgets. Let’s not just shrug shoulders and say, “we’re doing what we can but are restricted by budget.” Rather, let’s consider the creative moves that can engage audiences in catapulting a brand and figure out how to move the needle, with very little thread.