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.

Super Bowl LI Ads: Viewers React Via Social Media

In the midst of a very divided political climate, the big question going into Super Bowl LI was if marketers would give viewers a break or use this platform to chime in on hot topics like immigration and women’s rights.

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We saw both. And, viewers went to Twitter to voice their response.

Some companies like Google, Bai and Mr. Clean kept their message true to their brand through light, clever advertisements. Ads from companies like Coca-Cola and Budweiser, were not meant to be directly political but viewers have been making criticisms with the hashtags #BoycottCoke and #BoycottBudwiser. Yes, Budwiser is spelled incorrectly in the trending hashtag, giving it, even more, momentum from both sides of the political spectrum.

On the flip side, we also saw brands like Audi, It’s a 10, Airbnb and 84 Lumber who were not shy with their politically forward messages. 84 Lumber, a construction and building supplies company aired a clip from the short film featuring an immigrant mother and daughter’s journey to America only to discover President Trumps’ prospective wall. Within an hour after it aired the full video had more than 6 million views.

In case you missed it, here’s an overview of some of the most talked about ads:

Google Home Units Respond to Super Bowl Ad
The Google Home ad inadvertently prompted confusion in homes of many of the speaker’s users. The ad highlighted how the Google Home smart speaker can make the consumer’s life easier by responding to “OK Google…” requests. While viewers who do not own a unit were able to see the convenience of the speaker, viewers who own the speaker tweeted how their unit actually responded to the commands in the commercial.

Bai Bai Bai
The healthy beverage company, Bai, captured viewers’ attention with a 30-second clip of Christopher Walken reciting lyrics from N-Sync’s song “Bai Bai Bai” while sitting with none other than Justin Timberlake. What most viewers don’t know, Timberlake joined the beverage company earlier this year, as the C “F” O – Chief Flavors Officer. Bai hit the nail on the head with this ironic and iconic ad.

Mr. Clean the Cleaner of Your Dreams
Mr.Clean showed his sexy side in a comical and surprising commercial. The ad shows a woman’s instant attraction to Mr. Clean’s character as he entices her with his housework skills. “You gotta love a man who cleans,” tagline sparked attention on Twitter. The @RealMrClean was also active on Twitter during the game trolling other advertisers. Viewers responded, crediting Mr.Clean for the best ad of the night.

Audi Promotes Gender Pay Equality
Audi’s ad, “Daughter” is being praised for the powerful gender pay equality message in Super Bowl commercial. The ad is narrated by a father who is watching his daughter compete in a cart race, the soft tone illustrates the father’s dreams for his daughter’s future. In Audi’s press release for the Super Bowl LI ad, the company said it is committed to supporting women’s pay equality. The car company tweeted, “Women are still paid 21% less than men. As a brand that believes in progress, we are committed to equal pay for equal work. #DriveProgress”

It’s a 10 – Four Years
In its first-ever Super Bowl commercial, It’s a 10 hair company combined humor with a bold political statement in the “Four Years” ad. The opening line, “America, we are in for at least four years of awful hair” very clearly used the platform to make a dig at President Trump’s infamous hair-do…and Twitter loved it.

Airbnb Criticizes Trumps Travel Ban in Super Bowl Ad
The Airbnb ad – “We Accept” – was produced just days after President Trump signed the order to temporarily close the border to refugees and citizens in seven Muslim countries. Through the advertisement, the travel company indirectly spoke out in opposition to the ban. The ad is narrated saying, “We believe no matter who you are, where you’re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept.” As of the Monday after the big game, #WeAccept was trending topic on Facebook with almost 9,000 hits.

Week In Marketing: Super Bowl Ads, Delete Send, #AlternativeFacts, #DeleteUber

A new National Holiday: #Smunday
Heinz Ketchup and the Weiner Stampede won’t be making an appearance in the 2017 Super Bowl. Instead the brand launched a campaign to make the Monday after the Super Bowl a new National Holiday. The comical video that will be shared digitally refers to the day after the best day in sports as, “It’s a Sunday Monday… Smunday!” football-player-260557_1920

Their goal is to get 100,000 signatures on their petition before presenting it to Congress. The condiment company is giving all of the Heinz employees February 6th off in celebration of the first #Smunday in Super Bowl history.

Budweiser Goes Back to its Roots
Budweiser’s 2017 Super Bowl advertisement will captivate viewers and set the marketing tone for the year in a 60-second powerful tribute to the company’s heritage. The ad, “Born the Hard Way” tells the story of an immigrant Adolphus Bush, Budweiser co-founders journey from Germany to the United States in pursuit to create the world’s largest brewer. The Budweiser team predicted the topic of immigration would be relevant after the presidential election, but are not intending to convey a political message through the ad despite the current topical significance.

#AlternativeFacts Ad
Dove quickly responded after President Trumps senior adviser Kellyanne Conway used the term “alternative facts” in response to false claims about the recent presidential inauguration attendance. The brand placed an ironic two-page print ad listing #AlternativeFacts about their new product. The advertisement shows an image of the antiperspirant and a list of obviously false statements followed by #AlternativeFacts. Dove, among other brands are weighing in on political topics through ironic ads that are meant to poke fun at the new president.

Uber is Under Heat
The #DeleteUber hashtag was trending on social media after the company was accused of profiting from the taxi strike after the announcement of the immigration ban. The New York Taxi Workers Alliance ceased rides at JFK in protest of citizens being detained. Meanwhile, Uber surged its prices and continues driving to the airport. Uber is seeing the effects from their political statement on Facebook and Twitter from the trending #DeleteUber hashtag.

WhatsApp New Feature: Delete Sent Messages
The free international messaging application, WhatsApp is testing a new feature that will allow users to delete and edit sent messages before they are read. The app is also working on a Live Location Tracking feature so users can send their moving locations to friends. In addition to these changes, WhatsApp is expanding its live video feature so users can edit pictures similar to Snapchat.

Week In Marketing: Instant Gratifiation, Instragram Live Story, White House Social Media, Personalized YouTube Ads

Instant Gratification is the Demand of the Future
As technology advances and improves, so does the demand for brands to serve consumers’ needs in a highly efficient manner. Through the development of artificial intelligence software, consumers’ expectations are shifting to brands that can meet their needs imminently or without having to be summoned to do so at all.
hand-1865305_1920 Amazon is among the companies already serving the need for instant gratification with their “get it the same day by drone delivery” option. Will consumers soon have access to refrigerators that automatically replenish groceries, or buttons that order household products?

Instagram Introduces the Live Story Feature Worldwide
Since November 2016, Instagram users in the United States were introduced to the Live streaming feature. This feature is similar to Facebook’s live stream in that users are able to swipe to the left camera and instantly go live for up to an hour. Unlike other social media platforms, the video will disappear when the live stream ends. Over the next week, Instagram is rolling out the feature for global use.

President Trump joins Snapchat
Through the presidential campaign President Trump actively used Twitter to connect with voters, meanwhile other candidates used Snapchat. Now, President Trump has joined the Snapchat community with a verified account ‘Donald J. Trump (realdonaldtrump)’ accompanied by the flying money emoji next to his name. The Trump administration also has possession of the official White House Snapchat (WhiteHouse). President Trump can be followed on Snapchat as ‘Donald J. Trump (realdonaldtrump) and on Twitter as @POTUS.

The White House Asks Users to Send Their Messages on Facebook
Back in the day, if citizens wanted to reach the White House they called the switchboard where they would be directed to the appropriate line or leave a message. Now the comment line greets callers with a recorded message saying “the comment line is currently closed”, and tells callers to send the President their message in an online comment. Callers can leave a comment on the official White House website or send their comment via Messenger on the White House Facebook page. According to the Washington Times the comment line has been closed since President Obama’s last week in office.

Users Search History is the Future of Personalized YouTube Ads
Advertisements are getting personal on YouTube. Google has enabled marketers to target their ads based on the individual users search history. This new possibly invasive advertising advancement makes it easier for advertisers to influence what YouTube users see between videos.

2017 is Here!

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2017 is here. What will happen in the industry this year? What will be challenging for brands? What do consumers want?

No one really knows, but here are some insights from industry experts about 2017:

Top Three Predictions for the Marketing Technology Industry
Digital intelligence platform Amplero has unveiled what marketers can expect to see in the coming year with the company’s marketing technology predictions for 2017. Rooted in machine learning and artificial intelligence experience, Amplero predicts that marketers will finally be able to take advantage of the global investment in big data infrastructure and move beyond traditional rules-based marketing automation. These advancements powered by machine learning will have significant impact on the day-to-day role of the CMO, as well as transform the way marketers approach customer-centric marketing. What else does Ampler predict?

6 Marketing Resolutions to Ring in a Successful New Year
Here are some suggestions to amp up a business’s digital marketing strategy in 2017.

5 Transformative Creative Trends
Check out the top five creative trends that will dominate in 2017 as observed at the sixth annual 4A’s Create Tech conference.

Top Five B2B Public Relations and Social Media Predictions
According to the Bulldog Reporter, 2016 was a far from average year for the media—and PR pros felt the impact. Here are their predictions of hot industry trends for 2017.

What Will it Take for Brands to Win Over Consumers?
A new study examines how brands can achieve new engagement criteria called — “wantedness.” This is “the degree to which a brand proves their commitment to earning a customer’s business across every touch point and throughout the entire path to purchase.” The study found that in the U.S., 79 percent of respondents said they only consider buying products from brands that show they care and understand their consumers, while in the U.K., the number is slightly less but still sizeable, hitting 72 percent.

4 Survival Trends Consumers Will Turn To This Year
Marketers and consumers alike are reeling from a year of deep division and chaos. What happened? And, where do we go from here? The answers…

6 Bold Predictions for Digital Marketing
Not sure if these will hit the mark or not, but here are Social Media Today’s six bold predictions for digital marketing in 2017.

Digital Marketing Industry Forecast Study Compares Today’s Strategies, Reveals Shift to Brand Awareness, Loyalty Marketers are shifting their focus from customer acquisition and tools like buy buttons to brand loyalty and awareness, according to new research from Campaigner, which recently announced the results of its Digital Marketing Industry Report study. The surveyed marketers plan to rely on content marketing—and more specifically, email marketing—to help lead these efforts.

Keys to conquering social media
Social media — as many digital marketers know it — refuses to slow down. To keep up with trends, consumer inquiries and engagement efforts, it’s imperative that PR pros and social media managers learn new skills and apply them to their current strategies. To more effectively engage with audiences, there will be an increased dependence on the relationship between brand managers and influential social media users. There is more, from a 2017 predictions guide.

10 Marketing Trends to Watch
PR Daily gives their 10 trends to watch for in the new year:
1. Cognitive insights helping to predict digital behavior.
2. GPS-based search-engine optimization.
3. Content marketing conversion.
4. Balancing marketing automation and authenticity.
5. Increased emphasis on mobile marketing.
6. Native marketing on social media platforms.
7. Balancing mobile and desktop web design.
8. The rise of customer service bots.
9. News media outlets vs. fake news.
10. Using data security as a marketing tool.

Week In Marketing: Edible Print Ad, Live Stunt Advertisement, New Snickers and Burger King Ads, and Miss Piggy wears Kate Spade

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Tot-loving Dynamic Duo
For a limited time only, fans can indulge on Burger King’s coveted Cheesy Tots and who better to announce their comeback than Napoleon Dynamite and his pal Pedro? The new 30 second TV spot utilizes the same humor as the popular 2004 film and charms its way into our hearts (and our stomachs, Burger King hopes). The main idea behind the return of the Cheesy Tots is to show Burger King’s faithful consumers that their voices have been heard and that their wishes have been answered.

Edible Print Ad
Airline food is just one of the luxuries that are often overpriced to the point where consumers have stereotyped them as ‘simply not worth it.’ JetBlue felt it was necessary to recap for the world that their snacks are all-you-can-eat and completely free. And what creative tactic did they use to promote their offer of free nourishments? Well, an edible print ad, of course. In the Saturday edition of the New York Post, JetBlue will run an advertisement that is completely safe to eat, composed of potato starch, water, vegetable oil and glycerin.

Live Stunt Advertisement
Volvo has made a name for itself in the advertising world utilizing live stunts in their advertisements and their newest one is just as adventurous and wild as the others. Utilizing a paraglider flying behind a Volvo rig, the ad displays how much handling and power the truck truly has.

A Little Competitive Spirit
Kate Spade New York will launch a new holiday campaign next week. They let slip a little preview utilizing one of fashion’s biggest divas: Miss Piggy. In this new spot, actress and fashionista Zosia Mamet runs into Miss Piggy. The two friends become fiercely competitive, as they have to top the other’s look. The banter is clever and the fashion is flawless.

Snickers Steps Back into the Ring
Snickers has decided to sponsor the WWE’s premier wrestling event, WrestleMania, for the second year in a row after cashing in the first time around. According to the WWE, Snickers netted 1.5 billion impressions across a variety of global platforms such as TV integrations, digital and social, retail activation and appearances by the wrestling superstars. Snickers current “You’re Not You When You’re Hungry” campaign is set to release a new TV spot in early 2017 and will feature multiple WWE superstars.

Week In Marketing: Snapchat, “Fake News”, TV Advertising, Interactive Gas Pump, Harassment Policies

Snapchat Files for IPO
Snapchat’s parent company, Snap, Inc. has begun the process for making an initial public offering. Snapchat will seek to raise as much as $4 billion in its planned initial public offering, Bloomberg reports. The IPO could value Snapchat at about $25 billion to $35 billion, though a final decision on the size of the IPO isn’t set.

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Facebook and Google strike out against ‘fake news’
Both companies announced policy changes to stop the spread of “fake news” by blocking the producers of that content from using their advertising networks.

The New York Times reported:
– Google kicked off the action when it said it would ban websites that peddle fake news from using its online advertising service.
– Facebook updated the language in its Facebook Audience Network policy, which already says it will not display ads in sites that show misleading or illegal content, to include fake news sites.

The companies’ decisions come after growing backlash toward Facebook and Twitter for perpetuating false news stories about the 2016 presidential campaign.

Study Reveals: TV Advertising Will Double by 2018
Addressable TV advertising—based on audience and demo targeting, as opposed to specific networks or programs—now reaches 42 percent of U.S. households, representing nearly $900 million in advertising spend during 2016. It’s on track to reach $2.2 billion in 2018, and its household penetration should rise to 74 percent of TV homes by 2020. According to a new Video Advertising Bureau report, all of that data talk around this year’s upfronts is paying off, to the tune of nearly $1 billion in addressable advertising spend this year. That number is likely to more than double by 2018,.

Twitter Updates Policies to Combat Harassment
Twitter has had many problems with harassment, and once again they are having to take measures to cut it from their platform. With their new features and policy, Twitter is enabling its users to mute any keywords, phrases, or conversations that they don’t want to receive notifications about. Twitter is also adding to its hateful conduct policy making it easier for users to report any person who targets people based on “race, ethnicity, national origin, sexual orientation, gender, gender identity, religious affiliation, age, disability, or disease.” With the new policies set in place, Twitter hopes to enforce a more transparent operation and end any bullying that is present on their platform.

Interactive Gas Pump
BP is changing the game by implementing a new, interactive gas pump called Miles. Miles offers customers voice instructions for activities like listening to music, trivia, social media, and even video ecards. This smart pump is a touchscreen-enabled device that will allow BP customers to have a personal experience with every stop, from choosing their favorite music genres, as well as enabling interactive games and pictures/video options.

Taco Bell Brings Back 1995 Logo
Taco Bell is introducing their new, ‘old’ logo from 1995. Taco Bell states that this logo is a mirror for their new restaurant strategy that states that, “One size doesn’t fit all.” Brand managers at Taco Bell also said that the logo is “a modern take, color makes a splash and allows customization through patterns and textures, giving usage flexibility while maintaining its iconic framework.”

Week in Marketing: Mobile World, Emoji Use, Digital Marketing, Election Day, AR

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Importance of Marketing in The Mobile World
It is so important for marketers to have an intensive mobile strategy. The mobile industry is so big right now; it is just needs to be tapped into correctly. There are 6.1 billion active smartphone users actively consumed by the information on their screen. It is surely worth understanding how to take advantage of opportunity.

Emoji Use Continues in Growth
Two big-name technology brands have brought the convenient use of emojis into the company. It seems to be a good option for targeting mobile-focused consumers. GoDaddy introduced emoji domains and Apple incorporated emojis into the new Macbook Pro “touch bar.”

Latest Digital Marketing Stats
Here are some insightful digital marketing stats about social media, VR, mobile advertising, and social research…just to name a few. Stay up-to-date with what is going on in the marketing industry.

Uber and Lyft Encourage Voting on Election Day
Uber and Lyft used marketing tactics this past Election Day to get people out there voting. Uber teamed up with Google to provide an in-app feature to help users find out where their polling place was then conveniently request a ride. Lyft offered a 45 percent discount. Both companies also offered discounts for new users.

Augmented Reality
AR, augmented reality, is projected to increase massively within the next few years. Pokémon Go is a great example. Some say AR will ultimately become a staple in marketing plans moving forward. How can AR play into tactics for a company? How can AR benefit a brand specifically? Read more…

Week In Marketing: Hype, Purchasing on Instagram, Fantasy Sports Merger, Reading

Vine to Hype
After the recent news of the upcoming downfall of the infamous Vine app. The app’s founders aren’t okay to live with defeat and are already working on a new video service, which they call Hype. This new video service is focused on the concept of live video broadcasts. As Vine lives out the rest of its last days and users live in the nostalgia, the new app is preparing to compete against competitors like Facebook and Twitter.

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Purchasing on Instagram
How often are you interacting on Instagram and see items that you wish you could purchase? Well, the Facebook-owned app is working in a limited beta process which allows their users to purchase items through the media platform. Working with partners that include Kate Spade, J. Crew Warby Parker, and Macy’s, Instagram will allow these retail brands to tag items for sale in photos. When a user clicks on the products for sale it will take them directly to the site where they could purchase the item. Instagram is hoping to test how easy it is to discover the tags of the items, how much value does it create for the businesses incorporated, and how native does it feel for their users.

Big Fantasy Sports Merger
Two of the most infamous providers of fantasy sports are setting aside their differences and are on route to merging together. The news of the possible merger of Draft Kings and Fan Duel came only a week after each firm settled on a six million dollar settlement for lawsuits brought upon them by New York Attorney General Eric Schnedierman. As each company looks towards the future this power couple is expecting to make up over 90% of the daily fantasy sports market.

What’s Next in Reading
Amazon is promoting literacy through a reading app called Amazon Rapid. It was released on November 2nd as an attempt to get young readers – from seven to twelve years old – more active in reading. The readers will participate through dialogue with characters of the stories and then waits for the character to respond back to them.

Week In Marketing: 5G, Snapchat’s API, Star Wars Ads, Video Streaming, Drones

5G and the Future of Turbocharged Marketing
What will happen within the next three years? Wireless speeds are set to jump tenfold, making the current network look as antiquated as dial-up modems. What will be the full impact of 5G? — Longer battery life, consistent user experience across devices, switching sessions across devices, much faster live streaming and immersive video chats. Augmented reality and virtual reality will become mainstream. Cars, homes, and everyday devices will be connected, producing unbelievable amounts of data. What does all this mean for marketers?

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Brands Use Snapchat’s API to Market Consumers
Snapchat’s API gives brands the ability to experiment, A/B test ads to see which perform the best and the adjust their campaign strategies on the fly. Through this platform, advertisers can use the API to target ads by information including age, gender, location and device. Brands are excited to connect with consumers and learn how the consumers desire to interact in terms of driving brand value and impact through Snap Ads API.

Star Wars Ad Spreads Excitement in Children’s Hospital
Duracell launched a holiday-themed ad preceding the the December premiere of Rogue One: A Star Wars Story. The ad, titled “How the Rebels Saved Christmas,” plays off Duracell’s 1 million battery donation to power toys at 147 different Children’s Network Miracle Hospitals nationwide and their continued partnership with Star Wars. The ad aims to celebrate the power of children’s imaginative play even while enduring hard circumstances in a hospital, and is a sequel to its previous 2015 Star Wars themed ad, “Battle for Christmas Morning.”

Free Ad-Supported Video Streaming
Walmart launched “Vudu Movies on Us” which is a free, ad-supported video on demand. This launch offers consumers high definition films and TV shows with pre- and mid-roll ads. VP manager of Vudu, Jeremy Verba, stated, “Vudu is always looking for new ways for customers to save money, and nothing is more affordable than free.” According to a research conducted by Hub Entertainment, 53 percent of people prefer free ad-supported streaming over a monthly subscription.

Uber Uses Ads on Drones to Taunt Drivers
Uber is testing out new advertising tactics in Mexico City by flying drones over cars stuck in traffic in order to promote UberPOOL, which allows drivers to commute together in one car instead of everyone driving separately. These drones are carrying signs that state things like, “Driving by yourself?” and “This is why you can never see the volcanoes.” Uber’s new tactic is being used to guilt drivers into using UberPOOL.