Don’t Believe The Hype
Last weekend more than 108 million viewers tuned into Netflix to watch a 27-year-old Youtuber spar gently with a 58-year-old former world champion for eight 60-second rounds with 14-ounce gloves. For reference, a normal sanctioned Heavyweight Boxing match would be 10-12 three-minute rounds with 10-ounce gloves. The competitors would normally not have a 31-year age gap.
The hits didn’t live up to the hype. It was a classic example of Public Enemy’s prophetic words from 1988 – don’t believe the hype!
Tyson officially lost the fight but walked away with $20 million bucks. The real losers of the night were the fans who tuned in to watch it. I lost 4 hours of my life waiting for that fight, not including the 16 minutes of “boxing.” I want to create an invoice and send it to Netflix for my billable time.
By now you should know I’m a word nerd. I love the different nuances and meanings behind words. “Hype” is defined by the Oxford Dictionary as “extravagant or intensive publicity or promotion.” And that’s what we got with Paul/Tyson. Extravagant and relentless publicity. And it’s been going on for more than eight months – since March 7th.
HYPE. Etymologists are scholars who study the origins of words. Some etymologists believe the word “hype” comes from the word “hyperbole, which means ”exaggerated statements or claims that are not to be taken literally.” If I said “I’m so hungry I could eat a horse,” that would be an example of hyperbole.
Others believe the word “hype” is derived from a 1920’s slang word meaning to “short change or cheat” someone.
This fight may have settled the debate on the origins of the word “hype.” The historians who study the origins of words were both right. “Hype” means both things; we were “cheated” by the “extravagant and relentless publicity.”
It’s a good lesson for marketers. Hype aka “extravagant and relentless publicity” may serve you well for event marketing, but brands are built on truth – not deception. Paul and Tyson may have earned big paydays with the HYPE, but both of their personal brands have taken big hits. Paul looks like a jerk who beat up an old man and Tyson’s crown has been forever tarnished. HYPE leaves consumers feeling cheated. BRANDS delight consumers and make them want more.
No one, and I mean no one on the planet, wants Paul/Tyson II.
MONDAY:
AVA’S FIRST DAY!
Madison+Main welcomed a new member and local rock star on Monday. Everyone say hello to Ava Coles! Ava is joining our Accounts Team as the newest Account Executive. She is quickly becoming besties with the whole crew, and we are beyond confident in her ability to handle all things accounts. Welcome, Ava!
PS, check out her band, Bucko. You don’t want to miss out!
TUESDAY:
THEY MAKE IT HAPPEN, YOU MAKE IT YOUR OWN
No matter what you’re celebrating, Atlas 42 is the perfect place to do it – your one-stop-shop for partying picture-perfectly. We’re taking a sneak peek at our relaunch campaign with the most versatile event space in Richmond. From corporate events to wedding receptions, Atlas 42 can make it happen — you get to make it your own.
WEDNESDAY:
CARISSA’S BIRTHDAY/ TEAM FIELD TRIP
While we were celebrating Madam Creative Director Carissa Ghaffari’s birthday on Wednesday, she was out on PTO…as she should be! We don’t know where we’d be without you Carissa. Thank you for all you do in and out of the office.
We did manage to have a little fun without her, though! Leanne Pillow, Amanda Anderson, Anne Bowers, AJ Stuit, and Lauren McKinney took a little field trip to Williamsburg. What’s in the car behind them, you might ask? We’ll find out soon enough, I suppose. Cheers!
THURSDAY:
ICE SKATE, YOU SKATE, WE ALL SKATE AT COMPASS
Looking for festive activities to do this holiday season? Glide into the holiday season at Compass Entertainment Complex. Whether it’s date night or fun with friends and family, Compass is the place for holiday fun — ice skating, winter wonderland mini-golf, and so much more!
FRIDAY:
HERE’S THE DAMAGE
The moment we’ve all been waiting for — our “What’s The Damage?” commercial for WRAP and Virginia DMV has officially launched! Take a look here and be on the lookout for other promotional materials out in the wild.
A FEW OF OUR FAVORITE EVENTS
“Bucko” at Richmond Music Hall at Capital Ale House
Friday, November 22
619 E Main St, Richmond, VA
Starts at 10:00 p.m.
Internationally acclaimed honky-tonk goof-rock group, Bucko, will be performing at Richmond Music Hall starting at 10:00 p.m. Come out and show support for our newest Madison+Main-iac Ava Coles’ and her band.
Hopefully we will see you there!
“Everybody has a plan until they get punched in the face.” – Mike Tyson