Definition

Masterclass at USC

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Crowd

Crowd

Crowd: CW

Definition

The attempt by a player to match or adopt an opponent's position in a marketplace or to affiliate with a trend, idea, or issue.

High Fit: Google Gives its Customers Another Good Reason to Come Home

Business Play Action Analysis

Mountain View, CA --- Google’s announcement today of the launch of its new Google Sites service added another notch on the company’s belt as it continues to develop products and services that challenge its archrival Microsoft.

Though generally agreed in the business and tech press that the new product is not a revolutionary new concept or a formidable rival to Microsoft, it plays well into Google’s slow and steady measured approach to toppling Gates et al. A quick glance at some of Google’s lineup – Gmail, YouTube, Maps, Calendars, Docs, Blogger, Picasa and GOOG-411 to name a few – and the critical and popular attention they are receiving underscores the success of the approach.

Most of the company’s products start out as small-scale Trial Balloons that amass enough support from the trendsetting young users excited for something new and subsequently blossom into the industry standard. Think how often you hear “Google” as a verb, even on NPR, as if there were no other possible considerations.

Looking then at the Google Sites announcement, an initial guess might be a simple Fiat announcing a new product or maybe a Peacock with the company flaunting the latest addition to its technological suite. However, taking into consideration Google’s relationship with Microsoft, I think the announcement was a strategic Crowd.

The Crowd was a high-fit move between Google and its user demographic, playing into its users’ desire for functional, practical and useful products that make life easier and more connected. But simplifying the game significantly more efficiently than its Microsoft neighbors up north, Google is living up to that ease of access it is known for. Of course, the announcement likely stirred up the friction at Microsoft with Google once again showing up and trying to beat Microsoft at its own game.

With Google’s own spokespeople calling Sites a “Sharepoint killer” in reference to Microsoft’s comparable product, Google made it clear that it was not only launching a product but throwing its gauntlet down in the “ring.” I do not think that Google intends to seriously Challenge Microsoft on the merits of this particular software, nor do I think Microsoft is quaking in its boots over the supposed new challenger. But the point is clear: Google is once again tipping its hat to Microsoft, letting the Redmond, WA team know that Mountain View is full steam ahead on its heels. Just as Gmail, YouTube, Maps and Blogger have grown in such a short period of time into icons of the internet era, so I would imagine Sites might once the hip underground catches wind of it.

Post by Kamil Walji, MA candidate

Call Out

Call Out

Call Out: CT

Definition

An overt public expression of doubt or concern, usually aimed at a competing person or organization, intended to call into question a flaw in the opponent's position or message set. Call Outs often have a tone of moral authority; they're judgmental and direct.

To Catch a Network

Entertainment Play Action Analysis

Network television programming in contemporary times is a pretty simple thing. A rival comes up with a good show idea and every other network runs a Crowd or Draft play hoping to get a piece of the pie. So it is rather notable when a network decides to air a program directly attacking a rival’s program.

That is what ABC’s “20/20” did when it ran a scathing piece on the NBC “To Catch a Predator” series. The piece was nothing short of a Call Out play, as ABC accused NBC of taking part in vigilante justice and violating the civil rights of all individuals shown on “To Catch a Predator”. The icing on the cake was the accusation that NBC had caused the suicide of William Conradt, a Texas prosecutor, who was targeted in a botched undercover sting against alleged pedophiles. NBC was unable to get Conradt to go to the sting house, so the decision was made to go get him at his home. After the house was surrounded, police and NBC broke in just in time to witness Conradt shooting himself in the head.

“To Catch a Predator” had been a great asset for NBC. The show portrayed NBC as a network that cares about the community, while amassing high ratings and beating out competing network shows. This had to have been a source of great frustration for ABC since it had no show to compete with “To Catch a Predator.” Yet ABC knew that the show bordered on vigilante justice and saw an opportunity to create some friction. By running the anti-“To Catch a Predator” segment, ABC was able to do three highly frictional things. First, ABC was able to portray NBC as a callous network that would be willing to sacrifice the life of an innocent person for ratings. Second, ABC was able to inject the always controversial topic of civil rights into the discussion. Third, and most importantly, the segment helped bring lawsuits against NBC. The lawsuits stopped the show and a rating bonanza for NBC.
Despite the pending lawsuits, NBC has the opportunity to return the blow by running a Mirror play and exposing the investigations done by ABC. It could be done, but it is likely that ABC will be anticipating such a move. Ultimately, it is a huge victory for ABC. Now, if only ABC could figure out a way to bring down Fox’s American Idol.

Post by Matias Cavalin, MA candidate

Screen

Screen

Screen: SN

Definition

The attempt by a player to borrow issues, ideas, events, or other symbolic references to advance its agenda or thwart a competitor's movements.

The Diet Coke Red Dress Program

Business Play Action Analysis

Coca-Cola has been running a high-fit Screen this February, in celebration of American Heart Month.

Throughout the month, the Diet Coke Red Dress Program has received plenty of attention due to the program’s surrogates which include The Heart Truth Campaign as a Partner, and supermodel Heidi Klum as a Proxy.

The Heart Truth campaign is a national awareness campaign about women and heart disease, sponsored by the National Heart, Lung, and Blood Institute (NHLBI), part of the National Institutes of Health. Klum played a key role in the Diet Coke Red Dress Program by wearing a red dress, the national symbol for women and heart disease awareness, to the Academy Awards presentation on February 24, 2008. That same red couture dress, designed by John Galliano, will be auctioned off to raise money for the National Institutes of Health.

This is a high-fit Screen due to the Coca-Cola’s several touch points: events, sympathies, and interests. The two primary events are American Heart Month and the Academy Awards, both of which occur during February. The main sympathies are heart disease and women’s health. In the United States, heart disease is the number one killer of women.

Women’s health is an especially critical issue for Diet Coke, since women comprise a large portion of its consumers. The last touch point is fashion—an interest among many women. Millions of Americans watch the red carpet Oscar pre-shows specifically to scrutinize the celebrities in their designer gowns. Heidi Klum, a fashion-forward role model herself, is a wonderful Proxy that many women can relate to as a mother, and on television through the Bravo TV hit series, Project Runway.

"Klum''s participation helps make the Red Dress program even bigger and gives consumers a great way to become involved and learn more about a crucial women''s health issue," said Caren Pasquale Seckler, group director, Low Calorie Colas, Coca-Cola North America.

This play by Coca-Cola is a clear example of a Screen, where the competitor “frames” its position in the marketplace. The Diet Coke Red Dress program helps elicit an emotional connection to the company’s brand or position that many consumers may have not identified before. In effect, this Screen will strengthen the impression that Coca-Cola’s agenda has a broader meaning or impact.

To reinforce its play, Diet Coke will also expand awareness of the heart health message through national television, print and online advertising support. As part of the partnership, Diet Coke is also funding independent research to assess the impact and awareness of the Diet Coke Red Dress.

Post by Sean O’Loughlin, MA candidate

Proxy

Proxy

Proxy: PX

Definition

An associate who advocates for and supports the agenda of a player, usually for a fee or some form of consideration. A Proxy is allied with the player but credible to others - even competitors - and conveys a sense of freewill and independence.

Hizbullah: The Little Proxy That Could

Political Play Action Analysis

In the 1980s, the newly-minted Islamic Republic of Iran and the Baathist government of Syria were both weak players in the Middle East. Iran was embroiled in a war of survival against Saddam Hussein’s Iraq, and Syria was slowly recovering from its defeat to the Israelis in the Yom Kippur War. Neither of them was confident in their abilities to confront the Israelis directly, so instead, they Partnered up and created a Proxy. The group in which they created is called Hizbullah, and has functioned as a paramilitary group cum-political party since its inception in southern Lebanon during the early stages of the Lebanese Civil War. The group has been and currently still is being utilized by Iran and Syria as an alpha player to engage the Israelis militarily on the northern border and also to influence domestic politics in Lebanon.

In the view of the playmaker, the Iran-Syria-Hizbullah relationship demonstrates many key aspects of a Proxy relationship. Hizbullah, created by the Iranians and Syrians, was seen as the only legitimate group within Lebanon willing to fight the Israeli occupation, therefore giving it an aura of authenticity. In turn, Hizbullah gave the Iranians and Syrians the perfect opportunity to step back from confronting the Israelis directly by running a Pause. Furthermore, Hizbullah acted as a beta player during times of peace and allowed Syria and Iran to vent their verbal frustrations -- Peacocks and Labels -- at Israel without having to do it militarily.

In return, the Lebanese leaders of Hizbullah benefited from the sponsor-proxy relationship as well. They demanded money for weapons and appealed for cash to provide social services to the marginalized Shi’a of Lebanon, which made the group extremely popular and politically influential within the Lebanese political landscape. When Hizbullah fought Israel to a stalemate in southern Lebanon in the summer of 2006, Iran ran a complete Recast when it capitalized on Hizbullah’s success to position itself as a champion of the Palestinian-cause, even though it had never supported the institutional mechanisms of the PLO due to the PLO’s Sunni dominance and secular charter.

While the history of the Iran-Syria-Hizbullah proxy relationship is obvious, the astute playmaker may be curious in asking, “What does the future hold for this proxy alliance?” The answer is that while Israel is distracted by Hizbullah on its northern border, Iran is actually running a combination of Pauses and Pings, which allows it to slowly but surely develop its nuclear program. Furthermore, Iran and Syria will continue to use the political capital of Hizbullah within Lebanon to destabilize its pro-Western government in the form of Fiats, Baits, Challenges and Preempts, which destabilizes not only Lebanon, but also preoccupies Lebanon’s Western supporters – namely France and the U.S. – in their broader agenda for the Middle East.

Post by John Koval III, MA candidate

Proxy

Proxy

Proxy: PX

Definition

An associate who advocates for and supports the agenda of a player, usually for a fee or some form of consideration. A Proxy is allied with the player but credible to others - even competitors - and conveys a sense of freewill and independence.

The Surrogates of Hillary, Kirstie and Nike

Business/Politics/Pop Culture

Hillary Clinton has recently used her daughter Chelsea Clinton as a Proxy surrogate in her presidential campaigning. Until last December, Chelsea was not involved much in Clinton’s campaigning; around that time the primaries kicked into high-gear and Obama started gaining ground among Democratic voters, especially young voters. At this time Chelsea started taking an active role, not only making appearances on the campaign trail but speaking and being much more visible.

By staying out of the media focus and joining the campaign later than her father, Chelsea, has retained her third party credibility. The Element’s of Influence says that a Proxy “conveys a sense of free will and independence” and for this reason I consider Chelsea a Proxy.
In applying the Playmaker’s Process, Clinton assessed the campaign atmosphere and chose to bring Chelsea in as a Fit move. Clinton knew Chelsea would resonate with other young voters, an audience Clinton has trouble attracting. Clinton then brought Chelsea with her on the campaign trail, but Chelsea maintained her distance from the media, making a Pass play when asked pervasive questions or asked for interviews. This strategy has worked for her in garnering her more media attention than she would receive if she granted every publication an interview. The Clinton campaign sees her value and for this reason has probably kept her on the trail for a limited period of time.
In 2005 Kirstie Alley partnered with Jenny Craig as a weight-loss spokesperson for their advertising campaign and company. This relationship can be considered one of a surrogate to Jenny Craig with Alley playing the role of a Partner. Each of the two entities was on equal footing in regard to media attention and level of power in their respective fields. I would not consider one more powerful than the other. Jenny Craig’s sales and brand recognition increased and Alley received more publicity than ever making her a household name.
Alley’s relationship with Jenny Craig was one of Fit, in referencing the Playmaker’s Process. She had previously used Jenny Craig to lose weight and her current weight was the subject of much media speculation and taunting. Alley also relates well to middle-aged women who commonly face weight issues; she fit well with Jenny’s prime audience. In joining Jenny Craig and using the products to demonstrate that they work she helped provide legitimacy to the brand. Alley’s play with Jenny Craig fits into the category of a Label, the slogan “Have you called Jenny yet?” became synonymous with Alley and her involvement. Alley’s influence on the company led them to hire Valerie Bertinelli as another “c” list celebrity struggling with her weight. Bertinelli was also successful on the program and has reached her goal, much like Alley. Queen Latifah is the newest Partner to join Jenny Craig; time will tell if she finds the same success. Alley’s success with Jenny Craig led the company to re-create the play with others and has been a success as a marketing campaign.
A Wall Street Journal article in the February 21 edition discusses a popular marketing strategy in Japan. Tower Records has partnered with Nike shoes to create limited edition cd covers featuring popular artists wearing Nike products. This surrogate relationship is clearly a Partnership between the two powerful brands. Nike is able to promote its products through a non-traditional outlet, cds sold at a music retail outlet. Tower Records is able to sell more cds because of the allure of limited edition products and capitalize on the brand recognition Nike has to sell. As the Elements of Influence states, “partners receive reciprocal levels of support in pursuit of a common agenda or business purpose.”
This would be considered a friction move in the United States as many consumers would not necessarily be lured into purchasing an artists cd simply because it is a limited edition Nike one. However, in Japan this it considered a Fit move because limited edition products are very popular and it is not uncommon to see brands crossing over to create such products. Tower Records'' use of Nike as an advertiser to sell its special editions can be considered a Recast of the brand to improve Tower’s sales. This strategy seems to work because the retailer has seen an increase in sales and customers are purchasing all 6 editions of the special advertisement cds.
References:

Newsweek. 2.18.2008. “Chelsea Come Lately.” http://www.newsweek.com/id/109592

The Elements of Influence. Alan Kelly,P. 257, 261.

Newsweek. 2.18.2008. “Chelsea Come Lately.” http://www.newsweek.com/id/109592
The New York Times. 9.12.2005. Kirstie Alley Shows Leaner Side in Ads. http://www.nytimes.com/2005/09/12/business/media/12adcol.html?pagewanted=print
Post by Caroline Grossman, MA candidate

Proxy

Proxy

Proxy: PX

Definition

An associate who advocates for and supports the agenda of a player, usually for a fee or some form of consideration. A Proxy is allied with the player but credible to others - even competitors - and conveys a sense of freewill and independence.

Hit-Fit Proxy, Chelsea Clinton

Political Play Action Analysis

There has been extensive media attention about how Bill Clinton has both positively and negatively influenced his wife’s bid for the Democratic nomination. However, very little attention has been given to Chelsea Clinton as an important operative in her mother’s campaign. I would contend that Chelsea Clinton is Senator Clinton’s Proxy. Although Chelsea Clinton has not been paid a fee for her services, her credibility is in question because she is so closely allied with her mother. However, unlike her father, Chelsea Clinton is not enmeshed in the political arena so her distance allows for an essential amount of free will and independence.

According to the Playmaker’s Process, the Clinton campaign has used Chelsea as a Proxy by utilizing resonating fit plays and Condition class plays because Chelsea has not been using negative messaging against Obama or strong engaging plays to influence delegates or voters.

A CNN article entitled “Superdelegate schmoozed by Chelsea backs Obama” is a good example of how the utilization of proxies in playmaking can backfire. According to the article, “21-year-old Wisconsin superdelegate Jason Rae was taken out to breakfast by Chelsea Clinton in the run-up to that state’s Democratic primary. Two days after the vote, the college junior – who will be the youngest superdelegate at this year’s Democratic National Convention — is undecided no longer: he’s backing Barack Obama.” Perhaps anti-Obama messaging and a more aggressive selection of engage-class plays would have made Chelsea a more effective Proxy in this particular scenario.

Post by Kate Korman, MA candidate

Proxy

Proxy

Proxy: PX

Definition

An associate who advocates for and supports the agenda of a player, usually for a fee or some form of consideration. A Proxy is allied with the player but credible to others - even competitors - and conveys a sense of freewill and independence.

Obama's Big Union Proxy

Political Play Action Analysis

On February 20, 2008, presidential candidate Barack Obama earned the endorsement of The International Brotherhood of Teamsters. The announcement comes after several meetings between Obama and Teamsters President Jim Hoffa, scientific surveys of members and union leaders and decisions by the General Executive Board.

Player: Barack Obama
Surrogates(s): The International Brotherhood of Teamsters
Surrogate Type: Proxy: The International Brotherhood of Teamsters represents about 1.4 million Americans and is recognized as a political force at the local, state and national levels. Endorsement of the union is fiercely sought by presidential candidates because of its influence over so many voter bases and delegates. According to a Teamster press release, the union acted freely and conducted its own survey of its members.
Playmaker Process
1. Fit/Friction: Fit: Obama appeals to the conventions, interests and issues of the Teamsters. He advocates strong labor unions and a socialized healthcare system that would benefit union finances.
2. Play Call: Condition/Frame/Screen
3. Play Run: Teamsters and Obama announce the endorsement in Texas where a critical primary election will be held in two weeks on March 4. Along with Obama’s press release and spokesperson comments, the union also issued a press release and had ranking officials speak with media.
4. Pause: Obama camp may wait to gauge reactions from media and other national labor organizations. However, time is a critical factor and only two weeks remain until the final primary elections. Hillary Clinton has been courting the auto workers’ union (UAW) in Ohio for several days. Perhaps the UAW will be the next major union to announce an endorsement. Currently there are about 400,000 active UAW members in the U.S., a figure much less than the 1.4 million Teamster constituents.
5. Prediction: Keep Running: Elections are a game of numbers and the candidate with most votes wins. National labor organizations influence thousands of voters. Although he has a substantial lead, Obama cannot rest and must continue to seek endorsements from other unions. If not even to gain an endorsement prior to March 4 primaries, he can attempt to stall unions into not announcing their support of Hillary prior to the primaries.

Post by Joe Nolan, MA candidate

Partner

Partner

Partner: PN

Definition

A third party aligned with the player but who operates as a coequal. Partners typically receive reciprocal levels of support in pursuit of a common agenda or business purpose.

News Corp's Music Partners

Business Play Action Analysis

News Corp. and the Big Four music labels -- Universal Music Group, Sony BMG Music Entertainment, EMI, and Warner Music Group -- announced they intend to provide an online music product that will be positioned as a direct opponent to iTunes. The site is currently labeled MySpace Music. Ad-supported music will be sold likely in addition to a subscription service. One will be able to play music on multiple portable devices including Apple products. The developer of the site has not been disclosed.
Player: News Corp. via MySpace
Surrogate: Big Four music labels
Surrogate Type: Partner: News Corp. is attempting to further differentiate itself from its surging competitor Facebook and enhance its music offering. The Big Four are developing a competitor to iTunes, a partner they are currently dissatisfied with. iTunes profits a percentage of sales that the Big Four believe is too high. With only one legitimate player in the legal music sharing market, that firm, Apple, is able to manipulate suppliers, pricing and technological advancement. In addition, the Big Four would like to benefit more from MySpace’s loyal music followers. Thus, the relationship between the Big Four and MySpace is mutually beneficial and can only succeed with coequal participation of involved parties.
Playmaker Process
1. Fit/Friction: Friction: The parties are reacting to consumer and market trends, technological advancements and competitor activity.
2. Play Call: Engage/Lure/Challenge
3. Play Run: The Player and Surrogate are entering a market with only one existing player. Their product is a response to public demand and market attractiveness. MySpace Music is an absolute Challenge to iTunes.
4. Pause (publicly): MySpace and the Big Four will gauge feedback from consumers and a variety of industries including entertainment, finance/investing, digital media, search engines, merchandising, etc. Internally the Partners will continue to work to bring the product to market at the appropriate time.
5. No one beyond the involved parties knows with any certainty. This deal is reminiscent of a multitude of “deals” over the last three years in the digital realm. Major players have been scheming of ways to dethrone each other since the widespread adoption of broadband. Many plays made known to the public have failed. For instance, Viacom never launched its MySpace- and Facebook-killer social networking site, MySpace wasn’t able to reconfigure its site to ward off a Facebook onslaught and record labels haven’t figured out how to free themselves from iTunes. Big Four + MySpace against Apple = thriller fit for the big screen.

Post by Joe Nolan, MA candidate

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