Posted by Dale Buss on January 23, 2014 02:32 PM
ABC's The Bachelor franchise is riding a surge in pop-culture relevance these days with a strong current season, controversial comments by its new star, the wedding this Sunday of one of the TV show's most popular recent bachelors, and now one of the first marketing partnerships with a well-known outside brand, M&M's.
Network producers knew they had a good thing last fall when Juan Pablo Galavis of Miami couldn't win the heart of The Bachelorette Desiree Hartsock but was the very popular, and obvious favorite to become the protagonist of the current season. The heartthrob and former pro soccer player from Venezuela was great eye candy for the show's overwhelmingly female viewership, and he came with the endearing attributes of being the single dad of a four-year-old girl as well as the show's first star of either gender with an identifiably ethnic background.
And sure enough, the new season of The Bachelor roared out of the gate earlier this month with huge ratings, 17 percent higher than the previous season. The Monday-night show has managed to maintain about that level in the weeks since, not without the help of its successful second-screen social media strategy.Continue reading...
Posted by Sheila Shayon on January 23, 2014 01:07 PM
10 years ago, Dove launched its Campaign for Real Beauty—a global effort that set out to spread positivity among women, young and old, and alter the public perception of beauty.
Spun out of a photography exhibit in Toronto, the campaign, which officially launched in 2004, has grown from billboards and print ads to TV commercials and short films all in the pursuit of redefining how consumers view beauty. And while the core of any campaign—to grow sales—remains a significant motivator for the brand, in a decade it seems that Dove has in fact made an impact on women and men alike, both in the industry and outside of it.
In a survey funded by Unilever, Harvard psychologist Nancy Etcoff found that in relation to the campaign, more women today define beauty by other standards than just physical appearance, according to Ad Age. "62 percent of women in the US feel they are responsible for influencing their own definition of beauty, nearly triple from the 23 percent ten years ago," Dove said in a press release.
The campaign's various efforts have earned Dove and its agencies a handful of awards, including top honors at Cannes Lions in 2007 for its first "viral" video, "Evolution," and again in 2013 for "Sketches," which became the most-watched video ad of all time. Sales have gone from $2.5 billion in 2004 to $4 billion today as Dove hitched its product development to the campaign, transforming from a bar-soap brand to a comprehensive personal care line.
By casting average-sized women as models, challenging stereotypes through its "check-box" ads and consistently advocating for more positive body language and behavior, Dove has helped inspire a greater awareness of misogynistic advertising.Continue reading...
Posted by Mark J. Miller on January 22, 2014 06:39 PM
America's biggest ad derby may be the Super Bowl, but the entire globe has the World Cup, an event, as Ad Age puts it, that is like "having the Super Bowl every day for an entire month.”
Ad deals related to the Cup are bringing in enormous amounts of money—much more than the $4 million-per-spot price tag of this year's 30-second Super Bowl ads. Brazil’s largest TV network, Globo, which has exclusive broadcast rights for the Cup, has struck deals with eight major companies—AmBev, Coca-Cola, Banco Itau, Johnson & Johnson, Hyundai, Nestle, wireless business Oi and local retailer Magazine Luiza—that will see the companies pay out a combined $600 million in order to occupy “451 thirty-second TV commercials, hundreds of quick mentions with visuals when announcers talk about World Cup games, and 359 5-second commercials created by Globo that feature four marketers at a time and run at the beginning and end of soccer games and other programming, and during commercial breaks,” Ad Age reports.
And that’s just what Globo is getting. Networks across the world are getting nearly as big a piece of the ad pie. After all, at least 1 billion people watched the final of the 2010 World Cup in South Africa and 3.2 billion caught part of the Cup at some point during the month.Continue reading...
brand vs. brand
Posted by Mark J. Miller on January 21, 2014 04:58 PM
Kit Kat and Cadbury have had their fair share of squabbles. Most recently, Nestle's KitKat blocked Mondelez-owned Cadbury from trademarking its signature purple hue that it has used for years, but now Cadbury has struck back.
The UK's biggest chocolate maker has been trying to block KitKat from trademarking the shape of its candy bars—which has been in use since about 1935—in the UK. The case is now being reviewed by the European Union Court of Justice in Luxembourg. Nestle already holds the trademark for the bar in the rest of Europe.
But the legal wrangling hasn't kept KitKat from furthering its brand.Continue reading...
Posted by Sheila Shayon on January 21, 2014 12:15 PM
Trending is trending on Facebook, as the social behemoth launched its latest Twitter-like feature, “a new product that's designed to surface interesting and relevant conversations in order to help you discover the best content from all across Facebook.”
Much like the microblogger, Facebook users will now see a trending box to the right of their News Feed on desktop versions, displaying a personalized list of popular topics based on interests, who's commenting on a topic, how recently a topic surged on Facebook and how many friends are also engaging with that topic. Mobile users will see a "trending" icon above posts that mention hot topics.
The idea is to turn Facebook into a news discovery platform like Twitter, which has seen some of the world's most critical events take center stage on its timeline. "Facebook is utterly dependent on new and fresh content because that's how it draws an audience,” Rebecca Lieb, Altimeter Group analyst, told Information Week. “If people aren't updating their status or uploading pictures, Facebook gets stale and people won't return. Facebook is increasingly becoming a new place for news discovery, and by algorithmically updating it to display new content, it's sweetening the pot. It's making Facebook a more compelling content destination."Continue reading...
Posted by Mark J. Miller on January 17, 2014 08:14 PM
Johnnie Walker Gets Responsible
Johnnie Walker loves the idea of enjoying drinks—responsibly, of course. The brand makes the point extra clear with a new 90-second spot that features a Formula 1 race car made out of glasses.
"The film acts as a reminder of the fragility of human life," Grant Hunter, Asia-Pacific creative director for Iris Worldwide, told Adweek. "Ultimately it's an alcohol brand stepping up to its responsibilities. And I like to think we've delivered it in a beautiful and considered manner."
It took 1,750 glasses to create the illusion of a full-out racing car that shatters and reforms. The ad pulls double duty by also highlighting the brand's sponsorship of the Vodafone McLaren Mercedes Formula 1 racing team.Continue reading...
Posted by Sheila Shayon on January 17, 2014 10:27 AM
Applebee’s is giving Vine users a shot at their six seconds of fame in celebration of five years of its "Unbelievably Great Tasting & Under 550 Calories" menu.
“Applebee’s has millions of fans in social media. If you’re one of them, you know we love to interact,” said Mike Archer, Applebee’s President.
The restaurant chain is asking fans to send their best "it's unbelievable" reactions to the special menu through Vine. The idea for the videos came after consumers tested the new menu items. “We didn’t tell them it was 550 calories until after, and their reactions were, ‘Oh my God, we can’t believe this,’ so we wanted to figure out how to capture that for the commercial,” said Jill McFarland, senior manager of digital and social media marketing at Applebee’s, according to Digiday.
Applebee’s chose Vine as the video-submission format because of its six-second limitation and because Vines are easily shareable on Twitter. Fans who aspire to seeing their “OMG” face on TV must record and post their reaction on Vine, then share it on Twitter via hashtag #BeeFamous.Continue reading...
Posted by Mark J. Miller on January 16, 2014 05:34 PM
Sony Electronics' latest campaign aims to remind consumers just how ubiquitous its lineup of products and services are.
Sony's many corporate arms, including Sony Computer Entertainment, Sony Pictures Entertainment, Sony Music, and Sony Mobile, among others, are featured in the company's new "Be Moved" campaign alongside interviews with Sony engineers and highlights of Sony products.
"Technology is an extension of how we live our lives and the One Sony 'Be Moved' campaign tells individual stories of artists and engineers coming together to create experiences that make you feel more," Michael Fasulo, president and COO of Sony Electronics, said in a press release.Continue reading...