Posted by Dale Buss on November 22, 2013 06:12 PM
The founder of Goldie Blox may be writing a dream script for a startup, one that already includes an idea with traction, a madly viral video, and high-profile nod in the New York Times—and an effort that could very well culminate in a Super Bowl commercial on February 2.
One of the videos that Goldie Blox has posted on its YouTube channel since its inception two years ago has gotten skyrocketing views, over 7 million so far, according to MarketingDaily.com. It shows young girls in stereotypical pink princess outfits suddenly breaking out of character to grab a tool kit, goggles and hard hats, constructing things with Goldie Blox building-block toys.
"Girls to build the spaceship / Girls to code the new app / Girls to grow up knowing / They can engineer that," the video hums, adapting an old Beastie Boys song. "It's OK to be a princess," Goldie Blox Founder and CEO Debbie Sterling, a Stanford University mechanical-engineering graduate, told the New York Times. "We just think girls can build their own castles too."Continue reading...
The Big Game
Posted by Dale Buss on November 15, 2013 07:41 PM
Super Bowl advertising is becoming a three- or four-month-long seasonal platform rather than just a series of mega-impact TV spots contained within the Big Game each year. That trend has been strengthening for a while, but it's taking its fullest form this fall in the run-up to Super Bowl XLVIII on February 2 at MetLife Stadium in New Jersey.
Last Sunday, Jaguar, a new sponsor of the event, unveiled an ad during broadcasts of NFL football and on BBC America that gave away much of the approach that it will take in its actual first-ever ad during the game. Intuit is milking its initial Super Bowl appearance for all it can with a contest in which it's giving away the actual ad to a winning small business.
And every brand participating in the Fox telecast this year is otherwise planning how to take advantage of social media and other venues to tease ads that still tend to be forgotten by consumers within one or two days after the game—except that brands now increasingly also are continuing to use the ads themselves and related social media aftermath to keep the meme going for weeks afterward.Continue reading...
Posted by Dale Buss on October 3, 2013 09:33 AM
Target launches own pre-paid mobile brand.
Angie's List cuts prices and pursues new members.
Burger King "changes name" in social media posts.
Audi plans to boost booming European subcompact market with Q1, report says.
BMW puts South Africa expansion plans on hold after labor strikes.
BP wins partial reprieve from oil-spill payments.
Budweiser fails to maintain buzz with its iconic packaging, report says.
Chrysler cuts Viper output amid slow sales.
Coca-Cola and PepsiCo are assailed by Oxfam over "land grabbing" in supply chains.
Filippo Berio launches largest-ever ad campaign.Continue reading...
The Big Game
Posted by Dale Buss on September 19, 2013 01:52 PM
As Super Bowl advertisers open themselves up more to the idea of crowdsourcing their creatives, they may want to take pause at a potential dilemma being faced by Intuit as the office-software giant plots its sponsorship of its first ad during the Big Game.
Intuit's gambit was to launch an online contest, Small Business Big Game, whose winner would get a free ad, paid for by the brand, during the Super Bowl. But what if the winner turns out to be an organization promoting the legalization of marijuana?
NORML, long the nation's leading advocate of the normalization of pot smoking, launched a campaign on the Intuit site to win the spot for a message about marijuana legalization. "We can make [it] a topic of conversation at every game-watching party across the country!" NORML said on its website. And indeed, NORML claimed, it vaulted to No. 1 in the important online-voting component of the contest.Continue reading...
The Big Game
Posted by Dale Buss on August 22, 2013 07:04 PM
The first kickoff isn't even for two weeks yet, but already Fox is drooling at the possiblities for the post-season of the National Football League. That's because it seems likely to fetch around $4 million from brands for a 30-second spot in its broadcast of Super Bowl XLVIII on February 2, and it has already sold about 85 percent of its advertising inventory for the game.
That price wouldn't necessarily set a record, because CBS said it sold some ads for $4 million in its recent broadcast of the Super Bowl, according to Variety. But the figures do suggest that advertisers continue to covet the world's biggest marketing stage in part because it's the most-watched live event on the globe—and shows watched live on the TV screen keep disappearing.
"It's incredible the way people are attached to live sports, and certainly the NFL is the top of that," Neil Mulcahy, executive vice president of sales for Fox Sports Media Group, told the publication. "You know exactly the audience you're getting. You can figure out the kind of return on investment, becase it's always there."Continue reading...
The Big Game
Posted by Dale Buss on July 31, 2013 07:03 PM
The winner of the Intuit Small Business Big Game contest will lay claim to an opportunity reserved for some of the world's biggest brands. With an advertisement during the telecast of the 2014 Super Bowl as the grand prize, the winning company could expect the 30-second commercial to provide a significant boost to business.
Intuit—which makes products such as TurboTax and QuickBooks that aim directly at small-business owners_kicked off a contest that will award one small business with the ad during the Big Game on February 2, during the third quarter. That's usually the highest-viewership time of the game.
Former Dallas Cowboys and Miami Dolphins head coach Jimmy Johnson, now a Fox NFL-telecast icon, and reality-TV personality Bill Rancic are promoting the contest, which will ask applicants to detail their challenges, offer tips and answer questions about their business experiences, according to USA Today.Continue reading...
Posted by Barry Silverstein on May 1, 2013 05:39 PM
As the mobile payments market heats up with entries like MasterPass from MasterCard, mobile payment player Square continues to forge new ground.
Last November, Square, the brainchild of Twitter co-founder Jack Dorsey, scored a coup by getting Starbucks to accept mobile payments in some 7,000 locations. Users of Square Wallet could also browse menu information and store hours, gain access to their transaction history and even explore nearby businesses. Now Square is adding new features to Square Register so it is all the more attractive to quick-service restaurants.
The move by Square is significant. For the most part, the brand's customer base is comprised of individual merchants, including taxi drivers, food truck owners and people who provide personal services. By adding features such as the ability to modify orders and customize kitchen tickets, Square is hoping to further penetrate the food business.Continue reading...
Posted by Barry Silverstein on March 20, 2013 05:33 PM
Retailers are trying to cope with the challenge of an increasingly mobile consumer who conducts life digitally. This means meeting consumers' expectations on a whole new playing field: the mobile device.
According to Interbrand's just-released Best Retail Brands 2013 report, "retailers are mobilizing to address the larger issues around digital: Where and how does it fit into the organization? How can development teams be reorganized and silos lowered to accommodate a multichannel approach? How will the brand's culture change in response?"
While mobile sales are insignificant now, they are growing rapidly. In-store mobile payments almost quadrupled last year, and PayPal alone processed around $14 billion in mobile payments in 2012, according to Business Insider. That means mobile payments need to be a key part of future retail strategy. Just last week, the U.S. Federal Trade Commission (FTC) issued a report, "Paper, Plastic... or Mobile?" The FTC cites a KPMG survey that found that 83 percent of executives in retail, financial services, technology and telecommunications believe mobile payments will see widespread consumer adoption by 2015.
Another recent study, by JPMorgan, divides the current state of the mobile commerce market: mobile acceptance (any mobile-based payment solution), mobile wallets (applications that enable consumers to use mobile devices for payment instead of credit or debit cards) and mobile commerce (e-commerce via any mobile device).Continue reading...