In the Office

Week In Marketing: Valentine’s Day Marketing, SI Swimsuit issue, Nike Campaign, Content Advertising

Burger King’s Valentine’s Day Marketing
hearts-937664_1280g> Finally, a solution for consumers who want to share a drink, but not a straw. Burger King heard these complaints and has developed a lid with two straw-holes. Even better, the new lid came just in time for Valentine’s day! The two straw-hole lid is perfect for sharing, or adding a little romance to the fast-food experience.

Burger King also offered an exclusive Adults-Only Valentine’s Meal, after 6 p.m., only for customers over eighteen years old. The chain asked, “Kids have got their ‘Kid’s Meal.’ But what about grownups?” The meal comes in a deep purple “happy-meal box” with two whoppers, two packs of French fries, two beers, and a toy.

Snickers Lands the Back Cover of SI Swimsuit Issue, Again!
The Sports Illustrated Swimsuit Issue’s front cover is a coveted job for models in the swimsuit industry, but what about the back cover? The 2017 issue will be Snickers third time advertising on the back cover. This year Mars Candy will run two sarcastic, but clever ads on the back cover and the inside back cover. The ads show a Chest of Drawers and a Guinea Pig on a beach, in a bikini, with the tag lines: “Magazine editors get confused when they’re hungry” and “Magazine editors get loopy when they’re hungry.”

Nike Premieres a New Campaign at the 2017 Grammys
In honor of Black History Month, Nike is rolling out a new campaign, “Equality.” The black-and-white commercial features stars LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, and Gabby Douglas. The ad “encourages people to take the fairness and respect they see in sport and translate them off the field.” The campaign tag line is introduced as “equality has no boundaries.” Nike is encouraging fans to show support by creating a “Equality” avatar and using their social media filters.

Content Advertising Growth
Content advertising is projected to grow into a $50 billion market by 2021. This is up from $12.8 billion in 2016, according to projections from Polar, a content marketing platform for publishers. That’s a growth rate of 32% year-over-year, and more than 2x the growth rate of digital advertising as a whole. Polar estimated that the global ad market will grow from $590 billion this year to $775 billion in 2021, at a rate of 7% year-over-year growth. Digital advertising is expected to be 48% of the market, while mobile represents 78% of that total.

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