BLOG HOME> Monthly Archives: November 2013


@bnordahl likes pine trees on her Monday mug. What was on yours? Tweet or Instagram us with #muglymonday!


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Friday Thoughts



This quote stuck out to me because I’ve often felt the same. What to do with all the great ideas floating around in my head? That’s still to be determined, but I do know Miranda wouldn’t have felt this way had she stopped to see us at Spyglass. We thrive on ideas and what-ifs, and often do come up with millions of them ourselves! But we certainly never get stuck on how best to move forward.

Have a great weekend, readers!

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How to Create a Viral Video (or how #2 became number #1)


Adweek just came out with their list of the 20 most viral video ads of 2013, which includes everything from PooPourri’s “Girls Don’t Poop”video to Kmart’s “Ship My Pants” video. (Wait, is there a theme here?)

The truth is, if we had penny for every “viral video”  we’ve been asked to produce, we’d be millionaires. And if we’d created enough of them we’d be billionaires. But this is no exacting science, friends. By definition, a viral video becomes popular through a meteoric and often unpredictable online sharing event and unfortunately, if someone promises you that your video will become the next Geico “Hump Day”, we’ve got some land in the Arabian desert we’d like to sell you.

It’s tough to get viral traction. And more often than not, more about dumb luck. There’s 8 trillion videos vying for eye space, give or take a billion. Which begs the million view question: how do you create a surefire viral video anyway? Even poop humor is no guarantee of success.

Here’s what we can promise—we’ll do our research and understand your brand and your target market. We’ll deliver innovative and creative thinking that matches your business goals and objectives. We’ll create a dissemination plan that is backed by your target market research and the knowledge of best practices in the online space. And then devise an amazing poop joke. Or something remarkably  a) hilarious, (b) heartwarming, or (c) heartbreaking, depending on your goals for global market domination.

What we do know is all viral videos have to start with that basic foundation and include a reason to get passed around. And hey, whenever you can throw in a poop joke or two, that may help too. But if you know of a foolproof plan, please let us know immediately. We’ve got a sh*tload of viral videos to create. So the sooner the better.

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To co-brand or not to co-brand? Recent trends indicate a semi-seismic shift.

jcrew-commercialJ.Crew recently released their first foray into broadcast advertising with a new TV spot that’s high on holiday sentiment with a clever co-branding twist. The spot shows a lovely little all-American family making the all-important decision about what their annual family holiday card portrait will be (albeit, in a far more glamorous way than I ever remember as a kid). You can (and should) watch the painfully heartfelt spot here. Fair warning though: be prepared to feel bad about any holiday card you have ever been in. Ever.

What’s interesting, and in true Jenna Lyons form, is that the ad doesn’t actually plug J.Crew until the very end, and it’s positioned as more of a spot for MasterCard – a J.Crew partner procured to help simplify the buying process this holiday season. Looks like we know who paid the bulk of this production bill. No doubt this seems to be an emerging trend in retail marketing – big brands are getting even bigger by finding the right complimentary products to pair with their offerings. Any recent retail partnership can attest to that — Duluth Pack + Faribault Woolen MillsH&M + any high-end designerNike + bluesign. Every one of these partnerships not only opens up a new audience for both brands, but also increases the value of their products to consumers as they ride each other’s coattails into the hearts and minds of consumers. Brands are looking outward and hunting down the right partners to propel themselves forward. Are you?

The trick is doing your due diligence and soundly determining who should be your date. Think hard and think fast. And if you like it, put a ring on it. Might be a marriage made in heaven. No pre-nup.

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Woo hoo! Another Monday completed. Did you make it though alright? These @myfakeyelashes and @drewhickok certainly did!


“Spending my morning at the Jane Hotel #muglymonday” –@myfakeyelashes



“My mug doubles as a mirror, how handy! #muglymonday” –@drewhickok


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Orange you glad to see us?

If you hadn’t noticed, we really like the color orange. Orange is the color of creativity and all things Spyglass. Below are a few of our favorite orange things:

Orange shoes. Every member of the Spy Team is equipped with at least one pair.


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Orange flowers. The perfect addition to your desk.



The orange Birkin. Yes, our owner carries an orange purse.


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Orange feather boa. You may see one or two of these at our holiday party.


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And finally, pumpkins (but only because there are puppies.)


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Is it all worth it?


If this was Facebook, and you saw a status like my title, chances are you might start hiding my future updates from your timeline. This is just one example of vaguebooking.

Urban Dictionary describes vaguebooking as, “an intentionally vague Facebook status update that prompts friends to ask what’s going on.” Although not everyone has heard the term, most people have experienced vaguebooking in their own news feed. I saw three on my timeline just this morning – everything from, “I have the best boyfriend ever,” to “I just don’t understand some people.”

What if companies vaguebooked? How would you react if you saw Target with a status that said, “I guess today is just going to be one of those days”?

Showing brand personality can really strengthen a bond between a company and a consumer, but only if done in the right way. For example, Target will always lose to Walmart in the lowest price battle, but many customers choose Target based on its personality and the consumer experience.

What brands are doing a good job of showing their personality? Let us know below!

And when it comes to vaguebooking, I would say no, it’s never worth it.

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This week’s mugs come from @andrewwiech & @youngbrokefabulous —

4ebe35384b0511e3af150a387219b903_8“After this weekend, I might need some afternoon coffee. #MuglyMonday” -@andrewwiech

9fc2cb9c44bb11e3b75f22000ae803db_7“Books and caffeine, a good Monday makes. #muglymonday” -@youngbrokefabulous


Got a favorite mug that makes your Mondays less of a drag? Instagram or tweet at us with the hashtag #muglymonday! We’ll post our favorites every Monday and continue on our path to Maddie On Things greatness.


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Friday Thoughts


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Performance Enhancing Plugs


“I’m laying down my new audiobook. No writing, just spoken words –the old fashioned way.” – Kenny Powers

ABM—Always Be MultitaskingPretty simple, hombre. It’s the only way to survive in this hyper-stimulated multimedia world. Save the quiet moments for sleepy time, when you can ratchet the real world down to ambient fan noise and a TV show with lots of gunfire, car explosions and the sound turned down low. Look at it this way, if the Spyglass Blog was a podcast, done the old-fashioned way with just spoken words, you could do two to five things at once and still absorb our vast tribal knowledge via audio osmosis. Get inspired and get more done. Boom. Works for me.

Take the other day, for example. I was listening to the top-ranked business podcasts, Entrepreneur On Fire and Investor Beatand once I got over the fact that there were no actual entrepreneurs literally on fire (bummer, cuz that’s a good time to get your best ideas out) and no investors being physically beaten, I settled down and started working it. While they were in my earballs quoting Bill Cosby’s winning entrepreneurial wisdom and telling me how Icahn is at it again, I was knocking a new campaign out of the park, whipping up an awesome social media strategy and helping our killer team of strategists, creatives and lightbulb-changers turn another Spyglass client into a Fortune 100 wonder. Heck, I even ate an apple and bagel slathered in Gorau Glas. And that’s before lunch.

I’m not saying it works for everyone. But I strongly suggest ABM. I know darn well you’ve got a list as long as a laptop cord of things to do. In fact, I talked to your boss, and she says you’re not in the hot seat (technically) but a little extra effort would go a long way to put off your eminent firing. Just trying to help.


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