Posted by Dale Buss on February 28, 2014 05:51 PM
With barely a breather since Sochi, big brand marketers are now ready to strut the red carpet to the next tentpole-marketing event: Sunday's Academy Awards on ABC. Often called the "Super Bowl for Women," the Oscars promise to be a huge draw as they finish up a first-quarter season of extraordinary high-profile marketing opportunities for brands that are willing to invest.
The Oscars promise to draw ads from more than a dozen brands including Chevrolet, Coldwell Banker, Lipton, Mars, JCPenney, Pepsi and Unilever. And a growing number of these brands also are building experiential marketing efforts as well as social media engagements around their TV ads during the actual 86th Annual Academy Awards.
However, at least two well-known brands with close past alliances to the Oscars decided not to return this year: Coca-Cola and Hyundai. It begs the question whether the Oscars have hit the same sort of advertising plateau as the Super Bowl, whose ads, studies show, don't have nearly as large of a consumer impact as one would think for such a hefty price tag.
With or without Coke, other brands are taking advantage of the captive Oscars audience and treating the lead-up much the same as the Super Bowl; teasing and full-on releasing their campaigns beforehand—a newer tactic whose payoff isn't quite measurable yet as compared to the typical build-up and big reveal strategy of previous years.
Here's a look at this year's brands hitting the red carpet:Continue reading...
Posted by Sheila Shayon on February 7, 2014 02:47 PM
Pop-up shops are nothing new, but Marc Jacobs‘ fragrance division is using Fashion Week to launch its Daisy Marc Jacobs Tweet Shop with a twist—social currency only, please.
Located in New York’s SoHo neighborhood, a tweet, Instagram or Facebook post tagged #MJDaisyChain can be exchanged for goods including fragrances and accessories at the store, while the best Instagram photo of the day wins a coveted handbag.
"Over the years, the Daisy brand has built a considerable following in social media, and to us, the whole undertaking is a way to say a big thank you to the people who love Daisy and are constantly finding creative ways to show their affection for the brand," said Lori Singer, VP marketing for Marc Jacobs.
"Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans," she added. "We have seen people creating drawings and stage mood shots featuring the iconic bottle, so engagement of the fans is already there."Continue reading...
The Big Game
Posted by Mark J. Miller on January 30, 2014 12:52 PM
NJoy E-cigarettes will run a Super Bowl ad in some local markets for the second year, but the brand has found another more direct way to take advantage of the Super Bowl madness that has descended onto metro New York.
The brand has employed a group of women dressed as referees to patrol the streets of NYC in a Westwood One radio bus for patrons sneaking a smoke. When they spot someone, the refs will descend on the consumer and offer them a sample of NJoy's product, instead.
The bus is part of NJoy’s media buy with the radio network, which will be in action during the Super Bowl itself pulling up outside bars in New York.
“What NJoy is trying to say is that we're always on the side of the smokers,” said Michael Fernandez, co-founder and owner of the marketing firm behind the bus, Factory 360, according to The Drum. "It's the biggest game of the year. We don't want them to miss any bit of the action because they're going inside."
This is the last Super Bowl that New Yorkers will be able to enjoy their e-cigs inside, though. A new law banning its use indoors at such establishments goes into effect on April 29.Continue reading...
Posted by Barry Silverstein on November 20, 2013 12:41 PM
Holiday hysteria is officially upon us, and with it brings new attempts by brand marketers to break through the clutter, pitch new products, and attract the gift-buying public. And something intriguing is happening this year: Even online tech brands are reaching out to consumers via more traditional retail channels so they can serve up better customer experiences.
While most consumers may think of Google as the de facto standard search engine, the company is in fact as much into hardware as software; it owns smartphone-maker Motorola and also manufactures its own smartphones, tablets and laptops. These are products people need to see, feel, and play with_and that means the physical items need to be accessible.
Rather than enter the crowded retail store environment and compete for attention, Google's answer is to create its own environment in the form of Winter Wonderlab, not only a play on "Winter Wonderland" but also a unique pop-up store open for the holiday season in six locations: New York City, Paramus, NJ, Washington, DC, Chicago, Los Angeles, and Sacramento. Interestingly, except for the downtown New York location, the others are all located at malls run by Westfield. And no barges are involved in this seasonal experiential branding effort.Continue reading...
Posted by Sheila Shayon on October 31, 2013 11:22 AM
L'Oréal Paris has found an unlikely partner in the pursuit of beauty—the Metropolitan Transit Authority. The pair have teamed up to host L'Oréal Paris' Intelligent Color Experience vending machines inside a New York City subway station that allows any straphanger to stock up on beauty items on-the-go.
Running in the 42nd Street-Bryant Park station between Nov. 4th and Dec. 30th, the intelligent vending machines actually scan a user's outfit to detect colors and style, in turn suggesting beauty products that "match or clash." Users can purchase items with a credit card, or if they choose not to buy on the spot, can email the look to themselves.
As more brands explore interactive shopping experiences through experiential marketing, L’Oréal’s latest offers a “real-life experience through technology,” Marc Speichert, CMO L’Oréal Americas, told the New York Times. “What’s amazing with the technology is that we’ll have the ability to measure the level of engagement," he said, based on “the number of people who pass by, the number who interact with each screen, the number who leave their information.”Continue reading...
Posted by Dale Buss on October 16, 2013 03:51 PM
Porsche owners may not be able to floor their able machines on the Pacific Coast Highway—not legally, anyway. But at a new Porsche Experience Center taking shape in suburban Los Angeles, and another one in Atlanta, Porsche fans will be able to engage in their every driving fantasy.
Pedaling their cars to maximum acceleration. Learning to skid through corners. Maneuvering on simulated ice and rain-slick pavement. Up to 100 drivers a day—and 500 for special occasions—are expected to be able to test their driving mettle when the adult amusement park opens on a 53-acre site in Carson, Calif., by the end of 2014.
"The driver is in the center of our strategy," Detlev von Platen, CEO of Porsche Cars of North America, told USA Today. "You will not find this anywhere else." Well, besides Atlanta, and at other Porsche Experience Centers in Silverstone, England; Leipzig, Germany; and (soon) near Beijing.Continue reading...
Posted by Dale Buss on August 8, 2013 05:21 PM
Mazda hasn't had the vehicle or the marketing muscle to pose a serious threat to the Japanese brands like Toyota or Honda that have dominated the compact-sedan segment in the US for most of the last few decades. But now with a brand-new Mazda6 model and a guerrilla-style marketing campaign to match, brand executives are confident that they can elevate Mazda's standing in this crucial sweet spot of the market.
That's the thinking, anyway, behind the "Take6 Ride and Drive Program" that Mazda is launching this month sequentially in 15 major US cities beginning this week in Seattle and ending in November. The idea of this "experiential" initiative is for Mazda representatives to partner with restaurants where the brand's target demographic is willing to wait for a table and offer to take up just six minutes of their idle time with a quick pitch about, and a test drive of, the Mazda6—which just happens to be sitting at the curb.Continue reading...
Posted by Sheila Shayon on April 8, 2013 01:53 PM
HTC One, a.k.a. the Facebook Home phone that's coming to AT&T and other carriers, is just one focus of the company’s impending brand refresh and aggressive marketing campaign to get better market placement against competitors like Samsung.
HTC has been known for good hardware and not-so-good promotion, but squaring off against marketing-savvy Samsung requires the former to up its game. "It's one thing to make a great device—HTC has done that before," Mike Woodward, president of HTC America told the LA Times. "What is a little different this time is the way that we're going to market. We want to really get that down to the streets and get that down to consumers."
HTC had been using “quietly brilliant” as its slogan, but the brand is looking to step out of its shell with a new marketing message that has “bold,” “authentic” and “playful” themes. The new tagline, "Everything Your Phone Isn't," is courting "Generation Feed" (what HTC calls tech-savvy, early-adopters). "Tech millennials are hard to connect with," Erin McGee, HTC North America VP Marketing told Ad Age. "We wanted to create a closer connection by targeting passion points."Continue reading...