u u
4 nov em ber 7, 2 013
opinion@ da ilyor a nge.com
technology
‘Horganing’ reflects shifting trend in advertising methods
I
n the world of advertising, two common principles about social media have always been enforced: Social media is connecting people closer than ever and it is crucial for any advertising strategy. Ironically, I saw no better evidence of these statements than when watching the events of the American League Championship Series game two unfold in Boston. As the bullpen cop Steve Horgan watched the outstretched glove of Torii Hunter narrowly miss catching David Ortiz’s game tying grand slam, he reacted the same way everyone else in Fenway did: He put his hands up in triumph and went nuts because the Red Sox had just tied the game. What Horgan could not have guessed is that this pose would become a social media sensation overnight. After Ortiz’s grand slam, it took less than two innings for Horgan to transform from a 27-year Boston Police Department veteran into a new celebrity. The video went viral, memes were made and the hash tag “Horganing” referring to his famous pose was created on Twitter. After the game, Horgan even got his picture taken with Red Sox owner John Henry. Then, when closer Koji Uehara delivered the final out to clinch the World Series, the Red Sox, along with Steve Horgan, ran out on the field to celebrate their first World Series win at home since 1918. As I saw Horgan popping bottles with the team, it was hard not to wonder how this man’s life had changed so quickly.
br am berkowitz
digitally affected Would this man have been famous without social media? My guess is probably not. But that is what is so great about social media. It can develop and spread a very miniscule idea. After all, social media took one man out of the 37,400 fans at Fenway and put him on a worldwide pedestal. This power of social media is one that some of the biggest agencies and brands in the country are starting to embrace. They love it because the public essentially tells advertisers exactly what they like at the exact time it happens. With the fans putting such enthusiasm and excitement behind the “Horganing” trend, Gillete has decided to take advantage of this phenomenon and integrate it into its advertising. On Monday, David Ortiz, Shane Victorino and Steve Horgan, along with one lucky fan, will go into the Gillette World Shaving Headquarters lobby and shave their iconic beards, which they had been growing out since the start of the playoffs. With this move, Gillette is able to release a brand new promotion that already has popular-
ity and a huge following. “Horganing” is not the first pose to be turned into a phenomenon by the public and media. First there was “Tebowing,” the pose made famous by Tim Tebow that involves getting on one knee and holding your hand to your head. Then there was “Dufnering,” coined by PGA Tour player Jason Dufner, which essentially involves sitting on your butt and looking bored. All of these poses started as nothing more than a habit or a celebration. For whatever reason, people found them amusing and they took off on social media and eventually were turned into promotions. The main difference with these promotions/advertisements is that they have to be developed quickly. Advertisers do not have weeks to go through a process — they have days. The key to turning popular trends into advertisements is acting on them and releasing them before people forget. While ad agencies have only just started to recognize the correlation between current trends and advertising, I have no doubt that this relationship will continue to increase, as it provides agencies with easy access to primary research. With this growing practice, whether it’s “Tebowing,” “Dufnering” or “Horganing,” you can expect to see a lot more of your humor and personality become commercial sensations. Bram Berkowitz is a senior advertising and entrepreneurship and emerging enterprises major. His column appears weekly. He can be reached at bsberkow@syr.edu.
SU Entrepreneurship Club endorses Gresely, Lopez for SA Entrepreneurs are visionaries and individuals who push the boundaries and limits of society, bettering it in the process. I am writing today to announce the Entrepreneurship Club’s formal endorsement of Boris Gresely and Daniela Lopez for the Student Association President and Vice President. Boris and Daniela — two true visionaries —possess the ability to affect tangible change within the Syracuse Univer-
letter to the editor sity community as a whole, benefiting the student experience. Boris and Daniela embody the passion and entrepreneurial spirit, which this campus desperately needs to succeed in the future. As the strongest candidate in the presidential race,
Boris possesses a forward-thinking and practical plan of action which outlines the necessary steps to create a foundation to unite the campus, while addressing the most pressing issues facing the student community. The Entrepreneurship Club wishes Boris and Daniela the best of luck in the upcoming election and urges the student community to support them.
Entrepreneurship Club Syracuse Universit y
Alpha Phi sorority endorses Rosales, Goldslager for SA The Alpha Chapter of Alpha Phi would like to fully endorse the Student Association Presidential Candidate Ivan Rosales and Vice Presidential Candidate Simone Goldslager. Ivan and Simone’s platforms focus on academic excellence, student engagement and diversity. This dynamic team has vision, passion and leadership experience. Ivan and Simone share a passion for the students of Syracuse University and believe every student’s voice should be heard. They want to bring the stu-
letter to the editor dents back into SA and create welcoming leadership in the Syracuse University community. Alpha Phi supports Ivan and Simone in their endeavors to better Syracuse University by refocusing SA on the students by working with Chancellor-designate Kent Syverud to ensure student feedback is heard. Ivan and Simone’s
mission is to start conversation with the students and make sure every voice is heard. Their plan is to empower students to make a change on campus. The dynamic duo is tackling important issues such as hunger and self-segregation. Ivan and Simone have the vision to make Syracuse University the best it can possibly be. Ivan and Simone always have the students in mind and for that reason they are a perfect fit for SA.
Alpha Phi sorority, Alpha Chapter Syracuse Universit y
FMA of Whitman endorses Gresely, Lopez for SA The Financial Management Association (FMA) of the Whitman School of Management proudly endorses Boris Gresely and Daniela Lopez as Presidential and Vice Presidential candidates of the Student Association. FMA is proud to support and stand behind Boris and Daniela as they have presented a plan of action on how to reform, redirect and reconnect with Syracuse University. We are confident Boris and Daniela are the
letter to the editor most qualified and most talented candidates for the SA Office. They are the only candidates that have not proclaimed the most important issues on campus, but have proposed a plan to allow other organizations, such as our own, to collaborate
with SA and tackle all issues deemed important by the student body. I urge you to visit their website boris4su.com and explore their agenda. Boris and Daniela are the only candidates that have an actual plan that is both feasible and tangible.
Financial Management Association of the Martin J. Whitman School of Management Syracuse Universit y