(TrendHunter.com) The Trend Trunk website is a digital consignment boutique that is ideal for consumers looking to get rid of unwanted clothing and earn a few dollars in return. The site comes with free registration…
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(TrendHunter.com) The Skull Planter is great for modern homes looking to add a bit of a hipster edge. Or perhaps it could be used as a Halloween-specific piece of decor that is only put out in the fall. Whatever the…
If you work in online marketing then you’re probably aware ad:tech is pretty much the largest conference out there covering online marketing and advertising technology. Perhaps you’ve been. Perhaps you haven’t. If you have, then you know how beneficial it can be both from a networking and educational perspective. If you haven’t been, see the previous sentence. The bottom line is you should go.
We’re not saying this because this promotion is part of media sponsor deal we have with ad:tech (to be clear, it is), rather it is because we have been to every ad:tech for the past ten years and can personally vouch for the benefits you will realize if you choose to attend. To make that decision a bit easier, we can offer you 20% off the registration fee if you use the discount code: ADR20NY14.
ad:tech New York will take place at the Javits Center November 5-6.
Oh and a secret: Follow the @adrants Twitter account closely. We’ll be tweeting out a link to a one time only offer for a 100% free All Access pass to the conference sometime on Thursday. Whomever clicks first and registers, gets the free pass.
McKinney has launched a new campaign courting millenial ears for Sennheiser, focusing on the company’s Urbanite brand.
The campaign is centered around series of videos featuring a man with a German accent in a Sennheiser Urbanite costume and a giant ear. Both the headphone costume and the giant ear (which weighs in at 200 pounds) were created by Legacy Effects. In the 90-second launch spot, the Urbanite-dressed man professes his love for ears, and things get a little creepy as he demonstrates the various ways he pleasures ears on the giant ear prop. He assures viewers that he will lavish just as much attention on their ears. Other spots, all of which are hosted at Sennheiser’s campaign landing page, see him singing to an ear and explaining that he’s often asked to leave public places.
Starting today, Sennheiser will also be giving away 1,000 “Golden Ears,” which they’ve hidden around New York City, “on 11”x17” posters hanging in record stores, restaurants, boutiques and other locations frequented by millennials.” Each poster contains a removable golden ear, which can be redeemed for a pair of Urbanites “at the Ear Love Palace, a pop-up experience store at 1 Rivington Street on the Lower East Side of Manhattan.” Participants can also visit http://sennheiser-urbanite.com and share one of the campaign videos using the hashtag #EarLove for clues on the whereabouts of the Golden Ears. So what is listening to music on Sennheiser Urbanite’s like? Stay with us after the jump to find out. (more…)
New Career Opportunities Daily: The best jobs in media.
Parents, Expedia wants to offer you a consolation prize for all the heartbreaking time you have to spend traveling for business rather than being at home with your kids.
Instead of making them settle for toy animals from the airport kiosk, says a new ad, try taking your daughter on a safari, financed by the rewards points you’ve racked up booking flights and hotels as you bounce around for your day job.
The ad, in its broad strokes, can’t help but be a little reminiscent of “Up in the Air,” (though Expedia’s hero certainly doesn’t seem averse to personal commitment).
Mostly, the commercial is a sweet bit of family-driven storytelling and a nice addition to Expedia’s growing collection of ads about much more than just airfare or accommodations. The uplifting piano music and emphasis on computers make it feel a little like a Google commercial—another take on how technology can enrich your life.
If you’re wondering how many Expedia+ Rewards points it takes to afford a safari, the guy in the ad has more than 83,000 points banked. With Expedia typically rewarding one point per dollar spent on booking, that’s obviously a whole lot of trips.
CREDITS
Client: Expedia
Senior Director, Brand Marketing: Vic Walia
Agency: 180LA
Chief Creative Officer: William Gelner
Creative Director: Dave Horton
Creative Director: Matthew Woodhams-Roberts
Copywriter: Ben Bliss
Art Director: Marcus Brown
Head of Production: Natasha Wellesley
Senior Producer: Dave Stephenson
Head of Account Management: Chad Bettor
Associate Account Director: Brooke Stites
Account Manager: Mackenzie Walen
Production
Production Company: Skunk
Director: Brent Harris
Director of Photography: Max Goldman
Managing Partner/EP: Matt Factor
Executive Producer: Shelly Townsend
Production Service Company: Egg Films
Producer: Jon Ronbeck
Shoot Location: South Africa
Editorial
Editorial Company: Melvin
Editor: Dave Groseglose
Producer: Brian Scharwath
Completion/Special Effects
Online/Visual Effects/Transfer Facility: The Mill LA
Colorist: Adam Scott
2D Lead Artist: Robin McGloin
2D Artists: John Price, Nicholas Tayler and Patrick Munoz
Senior Executive Producer: Sue Troyan
Executive Producer: Enca Kaul
Producer: Kiana Bicoy
Telecine Producer: Natalie Westerfield
Telecine Production Coordinator: Diane Valera
Production Coordinator: Jillian Lynes
Recording /Mix
Recording Studio: Juice
Mixer: Bob Gremore
Assistant Mixer: Robert Gomez
Producer: Natalie Pranevsky
Music
Original Music by human
Advertising Agency: Ogilvy & Mather, Melbourne, Australia
Executive Creative Director: Brendon Guthrie
Copywriter: AnnaTara Clark-Sneddon
Art Director: Scott Zuliani
Agency Producer: Lauren Free
Director: Nick Ball
Producer: Karen Bryson
Production Company: Finch
Group Account Director: Matt Rose
Senior Account Manager: Toby Gill
Media: Starcom
Advertising Agency: Ogilvy & Mather, Melbourne, Australia
Executive Creative Director: Brendon Guthrie
Copywriter: AnnaTara Clark-Sneddon
Art Director: Scott Zuliani
Agency Producer: Lauren Free
Director: Nick Ball
Producer: Karen Bryson
Production Company: Finch
Group Account Director: Matt Rose
Senior Account Manager: Toby Gill
Media: Starcom
Go ahead, make me into sushi. Punk!
Advertising Agency: Not Perfect | Y&R Vilnius, Lithuania
Creative Director: Marius Lukosius
Art Director: Remigijus Praspaliauskas
Copywriter: Rokas Eltermanas
Illustrator: Jakaterina Budryte
Head of Art: Irmantas Savulionis
Designer: Aivaras Bakanauskas
Published: July 2014
Go ahead, make me into sushi. Punk!
Advertising Agency: Not Perfect | Y&R Vilnius, Lithuania
Creative Director: Marius Lukosius
Art Director: Remigijus Praspaliauskas
Copywriter: Rokas Eltermanas
Illustrator: Jakaterina Budryte
Head of Art: Irmantas Savulionis
Designer: Aivaras Bakanauskas
Published: July 2014
Go ahead, make me into sushi. Punk!
Advertising Agency: Not Perfect | Y&R Vilnius, Lithuania
Creative Director: Marius Lukosius
Art Director: Remigijus Praspaliauskas
Copywriter: Rokas Eltermanas
Illustrator: Jakaterina Budryte
Head of Art: Irmantas Savulionis
Designer: Aivaras Bakanauskas
Published: July 2014
In case you haven’t noticed, the lynx is back. Help it stay forever.
Advertising Agency: Ogilvy Group Sofia, Bulgaria
Creative Director: Anna Stilianaki
Senior Art Director: Kostadin Kokalanov
Art Director: Emanuela Belovarski
Copywriter: Milena Krumova
Account Director: Victoria Mitreva
Published: May 2014
Advertising Agency: DDB, Brussels, Belgium
Creative Director: Peter Ampe
Strategy: Dominique Poncin, Maarten Van Daele
Accounts: Sylvie De Couvreur, Silvie Erzeel, Quentin Maryns, Pieterjan Schouppe
TV producer: Brigitte Verduyckt
Design: Ben Hiffe
Pr: Michael D’hooge
Production Company: Caviar
Director: Jonathan Herman
Producer: Eva Van Riet
Music: Phile Bokken / Sonicville
Photographer: Christophe Gilbert
O Boticário, mais uma vez, foi além dos perfumes e maquiagens e lançou o Espelho da Beleza. Um projeto inédito e exclusivo que monitora 24 horas por dia os assuntos mais comentados sobre beleza do Brasil nas redes sociais, reunindo toda essa informação valiosa em um mesmo lugar.
O monitoramento é feito no Twitter, Facebook, Google+ e YouTube, e atualizado terças e sextas. Os assuntos mais comentados no ranking geram insights para uma equipe dedicada de editores, jornalistas e criativos a produzir constantemente novas experiências de beleza para as consumidoras no portal Viva Linda através de matérias, tutoriais e outros formatos.
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[Esse post é trazido a você por Boticário. Texto de responsabilidade do anunciante.]
Post originalmente publicado no Brainstorm #9
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Durante o lançamento da sua nova geração de iPhones, a Apple fez algo inovador: lançou também o retorno do U2, com a estreia do álbum “Songs of Innocence”. A iniciativa custou meros 100 milhões de dólares para a empresa de Tim Cook, mas pecou em um detalhe: funcionava como um opt-out. Ou seja, os usuários já tinham o álbum nas suas bibliotecas, e precisariam removê-lo se não quisessem tê-lo em suas ‘prateleiras virtuais’.
Provavelmente o ‘é de graça, todo mundo vai querer’ pode ter ecoado, mas talvez o que não se tenha lembrado é a conexão intimista das pessoas com a música. O que será que significa para um aficionado por música ter o novo álbum do U2 em sua coleção?
Em uma relação bem rasa, seria como se uma pessoa que detesta funk tivesse que ter o álbum da Tati Quebra Barraco na sua lista de canções, ou se alguém que odeia sertanejo ‘ganhasse’ um álbum do César Menotti e Fabiano. É algo de enfurecer. E foi exatamente o que aconteceu com a Apple, que se viu pressionada a criar uma página que ensina o passo a passo para remover o álbum, novo e grátis, da sua lista de canções do iCloud.
A curadoria de uma playlist é algo importante para os fãs de música. Para alguns deles, ter o novo álbum do U2 em sua coleção era uma infâmia, e era preciso se mover para reparar o erro.
David Holmes, do Pando Daily, lembra que isso pode ser uma luz no fim do túnel para o cenário musical: não importa que a música se tornou tão commodity que a Apple está dando discos por aí. O que interessa mesmo é que aquela relação de identidade pessoal com a música permanece, mesmo que a linha de iPods clássicos esteja sendo descontinuada.
A curadoria de uma playlist ainda é algo importantíssimo para os fãs de música. E, para alguns deles, ter o novo álbum do U2 em sua coleção era uma infâmia tão grande que era preciso se mover para consertá-la.
E assim descobrimos que o primeiro álbum opt-out da história não foi bem recebido. Às vezes, as pessoas não querem algo nem de graça.
Post originalmente publicado no Brainstorm #9
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Sony, Dish Network and Verizon are gearing up to roll out Internet-based TV services by the end of the year and early next year. While these companies have remained quiet on the logistics of the platforms, including how advertising will live in such a universe, for marketers these over-the-top systems could create both a new model for advertising and a way to reach viewers who may not be watching traditional pay-TV.
Internet-based TV services will allow subscribers to watch live and on-demand content from select TV networks streamed via the internet instead of through set-top boxes. These services are expected to be slimmed-down versions of TV packages that are cheaper than the average $75 per month a typical cable or satellite subscriber pays.
“This environment can have a far lighter ad load than traditional TV,” said Richard Greenfield, media and technology analyst, BTIG Research. “That’s the potential of the web.”
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Although film fans still have the holiday movie season to anticipate, the year has already given many examples of how marketers have been able to tap into what resonates with audiences across the world before a movie even hits the theaters. Keep reading to learn more about some of the standout movie promo efforts of 2014 so far.
Godzilla
The marketing team behind Godzilla seemed to clearly understand how to tap into a rich fan base when it chose to unveil teaser trailer footage at Comic-Con events. The movie’s Twitter account also offered bits of insight about a mysterious fictional organization called M.U.T.O., but just enough to spark curiosity about how that group might tie into the movie without giving clear-cut answers. The smart combination of first showing the trailer to fans who would be likely to embrace the film, plus promoting an air of mystery on social media, caused a good box office draw.
This guest article was written by Kayla Matthews, a blogger with a passion for business solutions, social media and marketing. Follow her on Google+ and Twitter to read all of her latest posts.
The Fault in Our Stars
Film marketers won over the hearts of fans in this case by making them feel involved with the film. Because the movie was a young-adult novel first, fans around the world felt protective of the integrity of the story, and wanted it to translate well to the big screen. In addition to viewing a trailer, fans got social media overload via Instagram photos, Twitter posts and other glimpses of the movie taking shape. The film not only performed strongly in theaters, but it was also well received by fans.
Teenage Mutant Ninja Turtles
This case study proves how a less-is-more approach can work well, especially if trailers are shown to receptive audiences. The marketing campaign for this film probably wouldn’t come to mind as one that was constantly across your social media feeds and television screens, but it took off at the right time, and people flocked to the theaters to see the film. Paramount decided to debut the trailer in March prior to the “Captain America: The Winter Soldier” film, and that move nearly guaranteed getting an appreciative audience. Newer trailers steadily gave fans more peeks at what was to come, and the fan base responded by spending their dollars at the box office.
Transformers: Age of Extinction
If you’ve ever purchased a DVD that has hidden Easter eggs for dedicated fans, one trailer for this film was made with you in mind. It features a billboard with a working phone number you can call. This is a great example of marketing with your audience in mind. While some Constructicon fans might wish to see more of their favorite characters in these movies (especially with the variety of construction equipment available to the film’s creators), the Transformers movies have, overall, done a very good job of luring both old and new fans into movie theaters across the country.
Lucy
Boasting Scarlett Johansson in the title role, this movie told the tale of a woman who could use 100 percent of her brain, in contrast to the average human that only uses 10 percent. The marketing campaign was very pointed, offering enough information to create curiosity but not overwhelm. As a result, the movie did very well at the box office, although it wasn’t initially tapped to be a particular success in terms of grosses.
Guardians of the Galaxy
Superhero movies are known to do well when it comes to luring movie lovers to theaters, but the distinction about this film is it deals with little-known superheroes instead of the ones almost everyone’s familiar with. To get people excited, marketers focused on the drawing power of the Marvel brand name, but didn’t shy away from the perceived oddities of the characters in the film. The cast included a tree and a raccoon, and trailers took a lighthearted but engaging approach to introducing them enough so moviegoers would want to know more, and respond by purchasing tickets for the film.
This list gives some great examples of how a little creativity in the marketing department can go a long way both in terms of creating a buzz and making it last through a film’s debut.
While it’s unlikely that you’ll have the luxury of marketing the next big sci-fi or action movie, you can take a little bit of inspiration from these awesome trailers into your next marketing campaign.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
