Lead Balloon - Marketing, Public Relations and Strategic Communications Stories

65. Delicious Redemption: Getting Fired for an Infamous PBR Tweet Made Corey Smale the CCO at Garage Beer

It was four years ago that the Twitter account for legendary beer brand Pabst Blue Ribbon tweeted out: "Not drinking this January? Try eating ass!" And we're FINALLY talking to the guy who did it. Because Corey Smale—who was promptly fired for the Tweet and owned it publicly—isn't just PBR's ex-social media manager. He's now been named Ad Age's "Marketer of the Year" for his current work as Chief Creative Officer at Garage Beer, one of the fastest-growing beer brands in the world. Look, we already covered the PBR "eating ass" tweet extensively in episode 30 of this podcast. And Dusty arrived at the conclusion that it might have been a dumb thing to tweet, but it was consistent with the brand voice that management and fans had embraced. Firing Corey was just an act of scapegoating. But in this episode, we'll chart the four-year redemption ordeal that took Corey Smale from social media fall guy… to the creative force behind a growing beverage brand that counts football and podcast sensations Jason and Travis Kelce among its co-owners. Corey will tell us about the very deliberate decision-making that rebuilt his reputation, the uncertainty that comes from missing on a big swing, and the source of the work ethic that has propelled him to the top of the marketing heap. Plus, we'll talk about the creative process behind Garage Beer's deliciously deranged marketing and social media presence, including its "Brewmite" martial arts movie, its Predator parody "Thermal Buzz," and a water bed that dispenses beer to one lucky brand fan. Check out the video version if you want to see clips of the creative assets: https://youtu.be/X32LR9Q0SVs Finally, Corey will break a bit of Garage Beer merchandising news—the upcoming launch of its "Beer Hand," a reimagined Nintendo Power Glove designed to aid the wearer in making life decisions and pounding brewskies. Learn more about your ad choices. Visit megaphone.fm/adchoices

64. The Wikipedia Prank: Why the Internet Mistakenly Thought the Movie Good Luck Chuck was Based on Ben Kollenbroich

15 years ago, if you had googled Ben Kollenbroich’s name, you would have discovered that his life story was the inspiration for “Good Luck Chuck,” a mid-budget, critically-panned romantic comedy starring Dane Cook and Jessica Alba. That’s not REMOTELY true, however. In fact, Ben Kollenbroich was just a regular 25-year-old guy in 2010. There certainly weren't any movies based on his life. And it wasn't an accident, a mix up or a mistaken identity that caused dozens of websites… and even his own grandmother… to believe otherwise It was an intentional and painstakingly-implemented prank executed by one of his best friends. With time to kill and a dogged commitment to the bit, Ben’s buddy Vince had cultivated a steady buzz of internet chatter claiming that Ben had inspired the Hollywood flop. Over the course of months, he gradually built up the source material needed to keep that fabricated factoid on Wikipedia. But what started as a prank got suddenly serious when Vince’s made-up Internet claim started to circulate all on its own. Search results for Ben’s name cited him as the movie's inspiration for more than 10 years. And neither of them was capable of doing anything about it. In this episode, Ben and Vince recount the story... and reflect back on an era when people still believed what they read on the Internet. Learn more about your ad choices. Visit megaphone.fm/adchoices

63. A.I. Podcast Host Invasion: Inception Point's Business Model & the Podcast Industry's Reaction

Earlier this month, a new startup announced that they would be using artificial intelligence to churn out thousands of podcast episodes voiced by A.I. podcast hosts. Inception Point A.I. claims to be able to fashion 3,000 podcast episodes a week at a paltry cost of $1 per episode, and plans to flood the market with massive amounts of content in the hopes of generating revenue through programmatic advertising. But the reaction to their market entrance was anything but warm and welcoming. Podcast industry stalwarts and professional communicators expressed shock and outrage that the startup would resort to such a low-quality, high-volume tactic. Many raised ethical questions about replacing human insights with A.I.-generated "slop," and concerns abounded about job losses in an already contracting industry. In a post to her LinkedIn, Inception Point A.I. CEO Jeanine Wright was flamed by dozens of angry comments from incensed audio professionals. Some objected strenuously to bizarre comments where Wright declared that "half the people on the planet will be AI" in the near future. Others were upset by her decision to cast critics of the business model as "probably lazy Luddites." So obviously this story is a PERFECT fit for us here on Lead Balloon. First, we'll discuss the industry reaction, the PR faceplant and the dubious business model with Jeff Umbro—CEO of the Podglomerate, host of the show "Podcast Perspectives," and a leading authority on the state of the podcast industry. And then we'll cover the moral implications of A.I. podcast hosts with Ronald Young, Jr. , "Best Podcast Host" winner at this year's Ambies Podcast Academy Awards and creator of award-winning podcasts including "Weight For It." Ultimately, whether you consider communication an artistic act OR a professional pursuit, we'll unpack the implications and repercussions of a world where big tech insiders try to replace the HUMAN in the human act of communication. A note: we spoke with Inception Point A.I. CEO Jeanine Wright and invited her to respond to our questions about the company's business model and ethics. Ultimately, she chose not to provide us with any commentary prior to our publishing deadline. Learn more about your ad choices. Visit megaphone.fm/adchoices

62. Modernizing the Way We Communicate About Road Closures (Especially During Emergencies), with Scott Oppman from ArcGIS

Most people get travel information about road closures from Google Maps, Apple Maps or a similar smartphone-based application. But when a road is closed, most transportation agencies put out a press release. And this disconnect is not only annoying—it can be a public safety hazard. So after the recent catastrophic flooding in his Southeast Wisconsin community, Dusty wants to start a conversation about how public officials can modernize the way they communicate about road closures in 2025. Because, in order to maximize the impact of potentially life-saving information, municipalities and departments of transportation need to take their message to the channels that the public actually uses. In this episode, we speak with Scott Oppmann, ArcGIS Solutions Director at Esri. Esri's ArcGIS is the leading mapping and spatial analytics software in its field, allowing organizations to leverage location-based digital insights across a wide variety of fields. And Esri’s Community Maps Program and Road Closures solution helps local governments get time-sensitive travel information out to the apps that people actually use when they travel. We'll discuss the imperative for pushing live travel updates to maps apps, different methods for doing so, and why it's important to have a plan in place BEFORE an emergency strikes. Learn more about Esri's Community Maps Program and Road Closures Solution. Contribute to contentpartners.maps.google.com Support Wisconsin Flood victims: feedingamericawi.org Learn more about your ad choices. Visit megaphone.fm/adchoices

61. Will Wikipedia survive Artificial Intelligence? (And Can A.I. Survive Without Wikipedia?)

Wikipedia readers consume nearly one billion articles per day from the online encyclopedia. In its 25 years of operation, this compendium of human knowledge has become an integral tool for understanding the world in which we live. But artificial intelligence tools like ChatGPT could threaten Wikipedia's viability over the next 25 years. And in fact, by diverting fundraising traffic, undermining traditional journalism, and thinning the ranks of Wikipedia editors, large language models (LLMs) could even imperil their own usefulness. So in this episode, we're talking to a Wikipedia expert about the implications—both for strategic communicators and for society in general. Bill Beutler is the founder of Beutler Ink, a PR firm that specializes in optimizing brands' presence on Wikipedia. And together we'll discuss what can be done to preserve Wikipedia as a resource, how communicators should adapt their strategies, and what the future might hold. Learn more about your ad choices. Visit megaphone.fm/adchoices