Bonfire Agency » Bonfire Agency

Firestarters working hard for your brand

Bonfire Agency — Tue, 27 Nov 2012 18:43:19 +0000

Wouldn’t it be nice to harness the power and passion of your brand’s users? And to do that in an authentic, positive way? That’s what the “geeks” of the world are all about. Finding what they like and letting the world know about it. Here’s a great example how they are doing it with a movie they like! Click here to see more.

Bonfire Delivers Big for Minimates

Bonfire Agency — Fri, 13 Apr 2012 06:16:11 +0000

Bonfire Agency is honored to have been selected by Diamond Select Toys for the creation of the 10th Anniversary logo for Minimates – Diamond's proprietary line of highly detailed, highly collectible figures and accessories. Unveiled this weekend at the Chicago Comic & Entertainment Expo (C2E2), we think it's ginormously awesome – and so do the fans!

Comics United in the News – Kris Longo Interviewed

Bonfire Agency — Thu, 12 Apr 2012 15:12:12 +0000

Johanna Draper Carlson of Comics Worth Reading has been discussing ads in comics, and interviewed ComicsUnited's Kris Longo. Check it out here.

Batman Means Business

Bonfire Agency — Wed, 29 Feb 2012 21:25:46 +0000

As if you needed further evidence of geeks taking over the world (or #NerdsRule for you twitter enthusiasts), we repeatedly see the press and business bloggers borrowing icons from the pop culture community to explain concepts, make a point and simply attempt to be cool. We’ll let you be the judge of just how well they’re doing. Here are a few recent examples: The Social Media Insider has proclaimed, “Your Brand is Batman.” Their point is that in order to thrive, brands need enduring stories – and Batman certainly has a clear, enduring story. They could have made their case with Robin Hood, King Arthur or even Tarzan, but those characters have never captured the pop culture zeitgeist as well as the Dark Knight. On the other hand, Rohit Bharvgava, on his Influential Marketing Blog, states just the opposite. He proclaims “Your Brand is Not Batman.” He homes in on the concept of strategic focus and argues that while Batman has a utility belt that prepares him for any situation (an idea from Batman’s comic book adventures in the 50’s that received campy prominence in the 60’s TV show), brands must pick specific venues for their social media strategy and execute with targeted excellence. We have no problem with entrepreneurs identifying themselves as superheroes. In fact, we push that conceit all the time. What used to be a goofy idea – dressing up in a cape and tights – long ago transcended geek culture to represent heroism, perseverance and individual accomplishment to the broader cultural mindset. When Michael Port, the author of Book Yourself, asked entrepreneurs about their favorite superhero, the overwhelming choice was Batman. Was it the cars and gadgets? The trendy dark colors he wears? The Wayne fortune? Those surveyed all agreed that they identify with Batman because of his intellect, his consistent best-of-his-ability-job performance, the teams he builds and his use of technology. Lastly, this “Market Like Batman” one-page graphic, posted on Visual.ly, made us smile. The author has a few of his Batman facts wrong, but the big idea is there: Geek culture concepts are hot and have spread far beyond their original tribes. They’re now front and center in our national conversations. All of which begs the question, “what will it take to turn your brands into Batman?”

We Are One!

Bonfire Agency — Fri, 17 Feb 2012 16:42:20 +0000

On the occasion of completing our first year in business, we’d like to offer a flick of thanks to our friends, partners, clients and colleagues for helping us light the spark that is the Bonfire Agency!

Deepest appreciation, as well, to our good friend, Cliff Chiang, for lending us the awesome artwork that adorns our inaugural anniversary Zippo® lighter – and to Brian Stringer for his tattoo design.

We’re just getting this fire started.

Ed & Steve

Geeks Underestimated Again

Bonfire Agency — Tue, 24 Jan 2012 14:34:17 +0000

How could this happen? How could the industry experts get it wrong... again? We were a bit surprised to see that the new movie Underworld: Awakening surpassed expectations. This is the fourth movie in the vampire vs. werewolf series from Screen Gems, starring (for the most part) the lovely Kate Beckinsale. After Friday’s strong opening, industry analysts revised projections up to $24 million opening weekend. But in reality, the thriller ended up even higher; taking in $25.4 million. And that’s with a snowstorm in the Northeast. Why was Hollywood surprised? Did they not yet understand the geek enthusiasm behind a property like this? Did they project their own "vampire fatigue" on this franchise and on moviegoers? Is it because they forgot that just because the mythology of three previous movies is difficult for them to keep track of, passionate fans just love that dense storytelling and world building? We’re a bit surprised, but we are also pleased. Here’s to the geeks who are so often the driving engine behind pop culture! Hollywood sometimes still doesn’t take them seriously. Do you, and your brand, take them seriously yet?

“Do or do not. There is no try.”

Bonfire Agency — Mon, 23 Jan 2012 21:06:49 +0000

It's not often it happens, but last year Main Street and Madison Avenue did agree on one thing. Both the general public and the marketing geniuses loved that VW spot featuring a young boy as Darth Vader. It was touted as one of the best of the Superbowl spots. From our point of view, it just reinforced the power of geek. These icons have the power to cut through the clutter. And you may already have heard the tale about how VW harnessed geek culture with this authentic and intelligent spot. They originally showed it to the passionate fan base, and then let them spread it from that core to the general public, This was all done before the real spot debuted on TV. VW knows they have a good thing and they're going to try again. Here's the new teaser. What do you think?

Yabba Dabba Delicious!

Bonfire Agency — Thu, 12 Jan 2012 20:04:29 +0000

It's encouraging to see our old pal Fred and Post's Fruity Pebbles take center stage in the hearts and minds of consumers and retailers. MediaPost recently reported how some very powerful brands (Make-A-Wish, WWE) and celebrities (John Cena, Dwayne "The Rock" Johnson) recently mixed it up publicly. But at the heart of it all was a 50 year old pop culture brand: the Flinstones. Or is it a "million-year-old brand"? He does represent the modern stone age family, after all. The Flinstones is one of those properties that Geek Culture embraces and continually re-engages with. And as long as partners present their promotions and sponsorships with authenticity and care, they're always welcomed with open arms. Click here to see more

That Twinkie in your Eye

Bonfire Agency — Thu, 12 Jan 2012 17:29:34 +0000

Who didn’t feel bad about reading about Hostess’ recent business troubles? That’s because Pop Culture holds their wonderful brands, Twinkies, Ding Dongs, Wonder Bread, etc. in a special place.

(And in the spirit of full disclosure, I must reveal that I’ve always been a Ho-Ho man.)

These brands have a permanently reserved spot in the nostalgia section of an entire generations’ hearts. And it’s not just from when we were kids, but the relationship has also been built through multiple touch points throughout our lives. As Thom Forbes recently reported, Twinkies are considered the life-blood of programmers.

Such unharnessed passion. This is the perfect example of the tragedy of not embracing and celebrating what makes a brand special, and not reaching out to a passionate community in a clear and authentic voice.

Given the chance, we just know the geek community could have helped knock this one outta the ballpark. Or might there have been way to promote Wonder Bread to a generation of families who understand the realities of the American diet, but yearn for simpler times – even if it’s just once in a while?

I’m reminded of that line from Animal House, “This could be the greatest night of our lives, but you’re going to let it be the worst.” Is that what happened here?

http://www.mediapost.com/publications/article/165651/boomers-lament-the-woes-at-hostess-brands.html