Marketing Innovation « The Marketing Innovation Blog

Archive for the ‘Marketing Innovation’ Category

GY&K Super Bowl (marketing) Strategy

Friday, February 3rd, 2012

Ten GY&K team members weighed in on this year’s Super Bowl marketing.

In our office there’s more speculation about Super Bowl advertising than about who will win the actual game. That’s partially because we have a lot of confident Patriots fans, but mostly because we’re marketing geeks and there’s no better night to watch brands flex their marketing muscles.

With that in mind, we gathered Super Bowl advertising insights and predictions from a few GY&K team members:

Looking forward to the big “Ferris Bueller” tease with Matthew Broderick! Great pre-air buzz, gone viral and created tons of pressure for a sequel to one of the seminal coming-of-age comedies of all time! There’s a big secret here and lots of speculation about the advertiser. Any one else think this is a cool idea? Anyone..Bueller?

Pat Griffin
Chairman

I love how a few years ago Google cleverly told a story through the eyes of someone actually using their service (“Parisian Love”). I’ll be anxious to see if more brands use this tactic, which I think is a more effective method to actually encourage product usage, as opposed to the typical off-the-wall attention grabbing spots.

Travis York
President

There’s no doubt that social media integration within branded Super Bowl ad campaigns has been growing rapidly over the past several years. But this year, analysts are dubbing Super Bowl XLVI as ‘The Year Social Media Changed the Game.’ USA Today and Facebook are co-branding an app that features all the national ads that will appear during the game, along with a five-star rating button that let’s Facebook users judge, share, comment, and spread the ads — and their reactions — as they watch. Even the Super Bowl itself has received a social media facelift with their very own social media command center manned with a team of social media strategists analyzing, optimizing and responding to digital fan chatter across Facebook, Twitter and other social media channels.

Liz Steinhardt Pollock
Public Relations Manager

I thought last year’s Doritos Crash the Super Bowl spots were hysterical and these user generated gems have ranked #1 on the USA TODAY Ad Meter for two of the last three years. Based on that, I’m excited to see what spot wins this year. I love the social media aspect of this promo requiring very few marketing dollars. The stats are awesome – almost 500,000 votes for 5 videos, 2.7MM+ likes, 200K+ conversations. Plus, this year’s winner gets to work with Andy Samberg’s Lonely Island on a future Doritos project. Mmm Cheesy!!!

Shana Malik
Director of Media Relations

Chevy is trying to take advantage of the fact that Americans no longer simply ‘watch’ TV. Instead, they interact with it, experience it, vote on it, comment on it, tweet about it, etc. So understanding this, Chevy created its very own app helping consumers interact with the Super Bowl like never before. Users of the app receive a special license plate code, and during the Super Bowl Chevy will air commercials with the winning code. The app also allows members to login and post everything to Facebook or Twitter, encouraging them to share the app with their friends and followers. Chevy didn’t just decide to advertise to America’s largest television audience; they made a strategic decision to start a dialogue with them. I believe this is truly a winning approach.

Mike Stevens
Senior Marketing Planner

Looking forward to seeing if Bud-Light pushes their new product “Bud-Light Platinum.” It’s advertised as the same light beer but with a higher ABV at 6.0%. Bud Light is a favorite for getting some laughs during the big game, so I’ll be curious if they extend the Bud Light brand and theme to Bud-Light Platinum, or if they give it a new and distinct feel from the core BL brand. Anheuser Busch is always a player when it comes to humorous Super Bowl advertising, but I expect them to remain true to their roots and feature the more emotional Clydesdale spots in some fashion too.

Mike Giovinelli
Account Supervisor

This week I finally pulled the trigger on canceling my cable TV service. Fortunately, the Super Bowl will be streamed live online for just the second time this year. I’m anxious to see how advertising will be handled in the online realm and if it differs from the standard TV broadcast.

Ben Peirce
Multimedia Producer

Psyched to see that some of my favorite concepts will be back, especially the “office monkeys” from careerbuilder.com. Love that one! But the biggest shift to watch is how brands will further integrate across all mediums and dive deeper into the social well. To quote a great article from Harvard Business Review, “The TV spot has become the trailer for something bigger, broader and more interactive.”

Sophia Cigliano
SVP Client Services and Account Planning

I will be looking for how brands embrace the “second screen” phenomenon. Will advertisers be able to convince football fans to take their eyes off the game to watch more ads on their phones? More importantly, will the additional content be worth it?

Andrew Harris
Associate Creative Director

One of the most amusing games to play at Super Bowl parties is to guess what brand/product is being advertised before it is mentioned by name or a logo is shown. Are companies trying to create memorable connections between the :30 spots and their brand, or are they trying to make the most over-the-top and most talked-about commercial? Also, I look forward to NOT logging on to GoDaddy.com afterwards to see more of Danica Patrick.

Nathaniel Grimes
Business Development Coordinator

I’m looking forward to seeing how many commercials attempt to engage viewers by promoting a mobile app. As my colleagues have mentioned, there’s an opportunity to capitalize on the fact that many of us are watching with our mobile phone or tablet in hand. I’m particularly interested in Shazam, as referenced in an earlier blog post, because the viewer simply has to open the app and hit one button. There’s no need to remember a URL, product name or anything else. Bud Light will be offering one million free downloads for viewers who Shazam the halftime show and their teaser spot indicates a surprise halftime show guest which I think will clearly be LMFAO. Watch the spot for yourself and let us know who you think it will be.

Brady Sadler

VP, Business Development & Marketing

Tags: Bud Light, Bueller, GY&K, Marketing Innovation, Super Bowl
Posted in Marketing Innovation, Online, Trendspotting | View Comments

Generating Pre-Launch Buzz

Wednesday, November 30th, 2011

In keeping with the theme of our recent post about the unexpected, a construction site near our office has deployed some unconventional branding tactics that are worth reviewing.

Our office, proudly located in “Live Free or Die” New Hampshire, sits across from a hotel and restaurant that have changed ownership several times. Everyone around town knows this property has been less than stable, so when the latest developer took over, they decided to embrace the existing perception and turn it into a positive.

The hotel is in a high-traffic area adjacent to The Amoskeag Fishways, better known around town as ‘the falls.’ When the new developer started working on the property they posted a large sign, and a number of smaller signs, that read ‘WhatsUpAtTheFalls.com.’ This is certainly unexpected and unique for a construction site. Yet it makes perfect sense given the history of the property and the number of cars that pass by each day.

‘WhatsUpAtTheFalls.com‘ includes a project overview, status, photos, press coverage, contact info and a live camera view of the construction site.

Congratulations to the Roedel Companies and Alta Properties for this creative approach to generating buzz for this project.

Regardless of the industry, what are the unexpected tactics you use to intrigue and educate consumers?

Brady Sadler is the VP of Business Development & Marketing at GY&K. Connect with him on Twitter @BradySadler

Tags: GY&K, Marketing
Posted in Marketing Innovation, Uncategorized | View Comments

Traditional Media Is Not Dead

Thursday, September 29th, 2011

I recently attended the Ad Club’s annual Innovations in Media conference and the “Media Maven Awards” at the Hynes Convention Center in Boston.

While the day was jam-packed with some cool and innovative media campaigns, I left with a renewed belief in something that I’ve been evangelizing internally for awhile: Traditional media is definitely not dead. In fact, it’s quite the opposite, and the most successful brand campaigns will continue to utilize traditional media in a very definitive way. The key to success is how they will integrate digital to create audience participation via social media efforts and report on these results to help inform future campaigns.

From a pure strategic perspective, the most comprehensive and integrated campaign featured was for Barnes & Noble Nook. Imagine the challenge faced by B&N to promote a digital reader when their entire business model has been based in selling paper products.

The campaign was brilliant and utilized a very old school approach of (:60) TV spots to launch. In a world where most media channels are pushing clients to move to (:15) TV and online pre-roll videos, this decision went against main-stream media, but proved unbelievably successful.

Sales of the Nook group of devices, rose 140 percent to $277 million in the quarter, comprising nearly 20 percent of the company’s total sales.

Click here to see :30 adaption of Nook spots

Michelle Marshall is the Director of Integrated Media for GY&K.

Tags: digital media, innovation, nook
Posted in Marketing Innovation | View Comments

Miracle Whip Wants Your Honest Opinion

Friday, July 29th, 2011

Many brands are hesitant to use Facebook and other social media outlets because they are unsure of how to best deal with negative comments. Miracle Whip isn’t worried. In fact, they are encouraging everyone to share their feelings about the controversial dressing/mayonnaise combination condiment.

Earlier this year, Miracle Whip encouraged Facebook fans to post whether they loved or hated Miracle Whip, and why. Through its website and social media outlets, Miracle Whip is encouraging consumers to “Take a Side” and asking “Are You Miracle Whip?” Just last week, Miracle Whip released a video announcing the “Not For Every Relationship” contest, which will award $25,000 towards the wedding or divorce of a couple whose relationship has been affected by the foodstuff.

Miracle Whip has embraced a controversial personality for their brand in the past, including a direct response to late-night comedian Stephen Colbert’s mockery of the product on his television show. Even their newest packaging design is a radical departure from their previous looks. In their newest efforts, they are not claiming to be the best mayonnaise alternative. They are just asking consumers to sample Miracle Whip, and share their feelings. A quick scan of the Miracle Whip Facebook page reveals two interesting details. First, most of the comments are positive. Second, the fact that Miracle Whip has encouraged negative comments seems to have taken the teeth out of those responses. There is no vitriol, and most of the negative responses seem to be lighthearted. Kraft could be censoring the comments, but it is more likely that the proactive, engaging approach has allowed consumers to distinguish between their feelings about the taste of Miracle Whip and their feelings about the Miracle Whip brand.

Because Miracle Whip is not limiting their consumer engagement to fans of the product, these promotions have a much greater reach than a traditional “tell us why you love us” campaign. And allowing consumers to align themselves as ”Team Miracle Whip” or “Team Mayo” ensures passionate responses. What other brands could benefit from such a polarizing strategy?

Nathaniel Grimes is the Business Development Coordinator at Griffin York & Krause

Tags: Kraft, miracle whip, transparency
Posted in Marketing Innovation, Online | View Comments

Toyota Treats Its Customers To A VIP Experience

Thursday, July 21st, 2011

At GY&K, we believe it’s important to consider the entire ‘consumer lifecycle’ when developing a marketing strategy and plan. While awareness advertising can have a positive impact on the sales of product or service, it’s also important to remember the opportunity to drive sales through loyalty, retention and advocacy tactics.

One notable example of our work in this area is the Lottery Replay! program. This was the first program in the country that allowed existing players to ‘Replay’ their non-winning tickets online for additional chances to win. But many other companies are realizing the value of taking care of their current consumers, and fostering relationships that often result in future sales.

My colleague Brady Sadler was at Loudon this past weekend for one of the NASCAR events and noticed a special hospitality tent for Toyota owners only. According to a NASCAR release, this program began two years ago as an attempt at offering Toyota owners free parking at races. In 2011, the Toyota Owners Hospitality program is a full customer loyalty program at 15 NASCAR races and at NHRA races across the country. Toyota Racing and local dealers created an opportunity to reward their customers, and one dealership in Tennessee reported sales as a direct result of this promotion. For the NH races, a local dealership created a Facebook event page to publicize the Hospitality tent and Toyota Racing promoted it through their social media outlets, to maximize the program’s reach. For a Toyota owner, this tent was probably an unexpected perk, and a nice gesture on a hot summer day at the races. For Toyota and the local dealers, it was another chance to cement the relationship with Toyota owners, and to perhaps plant a seed of envy in the minds of other car owners.

What are some of the best examples you have seen of companies investing in consumer relationships, beyond simple awareness?

Nathaniel Grimes is the Business Development Coordinator at Griffin York & Krause

Tags: consumer loyalty, NASCAR, sports advertising
Posted in Marketing Innovation, Trendspotting | View Comments

Nike shows off its marketing muscle

Wednesday, September 1st, 2010

Nike and the NCAA have always had an interesting and nuanced relationship. The NCAA is always on the lookout for illicit money going to amateur players, but for many schools, their football programs are the largest source of revenue. Nike sponsors over 85 different college programs, and they keep those teams in the flashiest, newest, most eye catching uniforms possible.

Nike Chairman and University of Oregon alum Phil Knight has been responsible for the school’s over 400 different uniform combinations. In recent years, Nike has introduced what they call “Nike Pro Combat Uniforms” to complement their consumer line of Pro Combat gear. They select ten elite NCAA football teams and outfit them in special uniforms for specific (nationally televised) games.

Today, Nike streamed their uniform introduction event live on Facebook, and allowed viewers to share their thoughts instantly. When the presenter from Ohio State took some time explaining the history behind the 1942-inspired uniforms, users complained about “a history lesson.” When Michael Irvin pointed out that the green helmet for his beloved University of Miami reminded him of money, users made jokes about NCAA compliance, which was a timely reminder of all the recent NCAA investigations into agent/amateur player relationships.

These uniforms were not just for the players – Nike actually sold a limited number of these uniforms as fan packages.

Other sporting apparel companies sponsor NCAA football, but Nike owns it.

Tags: Nike, sponsorship, Sports Marketing
Posted in Marketing Innovation, Online | View Comments

Converse knows what viral means

Thursday, July 22nd, 2010

Companies are always looking for new ways to promote their brands, and these days many have begun sponsoring artists. The video above, released by Converse, is a collaboration between Rostam from the band Vampire Weekend, Bethany from Best Coast, and Kid Cudi.

This song has been on my playlist since it came out. I love this song and video, and love Converse, so I am ignoring all the years of absorbing the punk rock ethos that I should abhor any art so directly related to a corporation.

But the more I think about it, the more I am impressed by this kind of content. Today’s changing marketing landscape is forcing companies and brands alike to change the way they approach advertising. This includes more original digital content that is made to live outside traditional advertising channels.

This Converse campaign was designed to be the kind of branded content that you want to share with your friends. I first saw it on a friend’s Tumblr, “liked” it, and shared it with my Facebook friends with the accompanying message “This reminds me, I need to buy some new Chucks.” Because really, even though the song only mentions Chucks once, there is a real connection to me between the vibe of the music, and Converse, the canvas throwbacks that people wear when they want listen to music and have a good time. At least that’s how I think of them.

Not only is Converse using a unique tactic to reach their fans, but they are also taking a risk by using a trippy video with artists wearing papier-mâché heads while constantly switching them back and forth until you have to remember whose outfit is whose.

The genius here was bringing together artists from different genres (I don’t know for sure whether this was the work of the agency or the artists) and then allowing them to come up with a really great song, without a marketing type telling them how many times they had to say the word “Converse.” This really sounds like three great artists that just worked well together.

Thankfully, this video is not the only thing Converse is working on. Converseblog.com showcases the creativity of their fans – from music to photography to fashion – and they share a link with instructions to create your own paper head like the ones in the video.

The word “viral” is thrown around a lot these days. Everyone wants a viral, organic campaign. Converse is showing you how – make a good product, and then share your messaging in a way your audience wants to receive it.

Tags: converse, Music, viral
Posted in Marketing Innovation, Online | View Comments

Whose (Subject) Line is it Anyway?

Monday, May 17th, 2010

How many email newsletters do you receive on a daily basis? Do you have a dedicated email address that you use when signing up so that marketing messages don’t clutter your personal inbox?

If you’re like me, each day there are a handful of brands/products/services vying for limited attention via email. What can a company do to set itself apart in this cluttered mix? For me it’s all in the subject line.

Right now Urban Daddy is the clear winner of my inbox as they consistently deliver subject lines that command attention. You may not be in their target demo but you have to admit these make you curious:

- Presenting the Snuggie Destroyer

- Take a shower with Sam Adams

- Introducing the MacGyver of Jackets

- Block Parties, Questlove and Fresh Pastrami

- Scotch + Pancakes + Nachos = ?

Make no mistake about it, this approach significantly improves their open rate. It’s important to remember that in this space customer loyalty only begins when they subscribe to your content. You must then deliver engaging and relevant information if you expect the reader to continue paying attention and maybe one day even buy something from you!

Are you making the most of your email marketing program? Who do you think delivers the most creative subject lines?

Tags: consumer loyalty, email marketing, GY&K, Urban Daddy
Posted in Marketing Innovation | View Comments

Corporate Soundcheck: Turn Up The Personality

Wednesday, May 5th, 2010

Today Xconomy has a fascinating piece on Eliza, a software company with a unique approach to the business of healthcare. For more than 10 years, Eliza has been optimizing a sophisticated toolset that combines speech-recognition with computer deployed messages to provide timely information that encourages healthy living.

Insurers, providers and employers use Eliza’s software to learn more about their respective constituents through various interactions and build personal profiles that make future outreach even more relevant. The program also takes into account language, age, location and more to further segment audiences, customize communications and inspire action. In addition to phone calls, the program can deploy email and text messages to create a multi-touch campaign, reaching people based on their personal preferences.

There are numerous implications from a healthcare, technology and marketing standpoint, but it’s the tone and style of their brand that further differentiates Eliza. The topic of healthcare can be confusing and intimidating, but they make it fun and engaging.

A quick visit to their Web site demonstrates this approach. A link in the footer says “don’t click here” (which is impossible after reading that) and a compelling case study ends with, “Eliza outreach also results in the occasional case of goosebumps.” A recent blog post shows off new Eliza business cards that feature a red mohawked chocolate rabbit. You can bet those start conversations every time they are handed out.

Some companies are afraid to deviate from the traditional tone and style that is commonly used in their industries. 37 Signals’ Jason Fried wrote about this in a recent column for Inc. Magazine and further demonstrated how using the same language as everyone else can make a company boring and forgettable.

As technology continues to evolve, there’s no shortage of advice on how to engage with consumers through the use of social media. However, your company may suffer from multiple personality disorder if you spend all your efforts injecting life into these new channels, and leave your traditional communications set on default corporate jargon.

Is your company’s personality and communications style consistent throughout all forms of media? What other companies are differentiating themselves by establishing an authentic voice like Eliza?

Tags: 37 Signals, Eliza, Jason Fried, Marketing Innovation, Xconomy
Posted in Marketing Innovation | View Comments

The Marketing Innovation Blog

It's no longer marketing as usual.