Customer care through Facebook, Twitter and other channels has changed the way consumers interact with brands through every step of the customer journey. It was recently found that 93 percent of brand tweets are 1:1 interactions with customers, which means only 7 percent of brand tweets are traditional marketing content. Meeting customers where they are…
Junto com o video game, nasceu o video game educativo. Adriano Brandão e Danilo Silvestre relembram as iniciativas mais famosas de levar os jogos eletrônicos às salas de aula e discutem: pedagogia videogamística realmente funciona ou é só uma artimanha para arrancar dinheiro de pais preocupados? “Age of Empires” e “Assassin’s Creed” conseguem ensinar história para alguém? Quais os méritos de jogos …
O post Pouco Pixel Classic Edition 2 – Programa cultural apareceu primeiro em B9.
At first, the therapist assumes his concerns are related to being seen by millions until he explains it’s not a TV spot, and that people have to buy tickets to see the commercial in a theater.
“You have to buy a ticket to see an ad?” the therapist asks.
“Michael, nobody here is judging you,” the therapist says later on in the roughly 90-second spot. “We just think you make terrible career decisions.”
Gillette ignited a firestorm on social media, TV talk shows and around the office water cooler last week with a surprising take on its long-running “Best a Man Can Get” campaign. Titled “We Believe,” the spot from Grey, New York, aims to reframe the meaning of masculinity. Set against the backdrop of the #MeToo movement, it calls for a stop to behaviors like mansplaining, bullying and sexual harassment, asking, “Is this the best a man can get? Is it?”
In the first 48 hours, the “We Believe” video racked up 19.7 million views, according to analytics firm Talkwalker. By day three, it added another 6 million on YouTube alone. (The spot did not run on TV.)
Some celebrities, such as Chrissy Teigen, Rainn Wilson and Arianna Huffington, applauded it on Twitter as enlightened. But another social media faction emerged, decrying the ad as unfair and insulting to men. Right-wing pearl clutcher Piers Morgan tweeted: “I’ve used @Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. Let boys be damn boys. Let men be damn men.”
We decided to pair the passion we felt and saw from our customers around this issue with another area of our focus that elicits passion: sports. We saw the opportunity to deepen our existing sports partnerships by adding in social good campaigns that gave fans one more reason to cheer for their teams and transformed the team’s everyday actions into millions of meals for kids in need. We were uniquely positioned to help given both our national presence and because several of the markets where we have existing sports partnerships – New York, Miami and Texas – are also areas where childhood hunger is particularly high.
From baseball to basketball to football to golf, we scaled our support of No Kid Hungry to include programs with the New York Mets, Miami Dolphins, Dallas Mavericks, the PGA tour and pro-golfer Justin Thomas to increase awareness of the issue and drive donations for the charity. When the Mets hit a home run at Citi Field or the Dolphins scored a touchdown at home or Justin Thomas scored a birdie or the Mavericks had an assist, we donated to No Kid Hungry. During the President’s Cup Tournament, we partnered with PGA Tour to challenge fans to drive a golf ball 44 million yards around the world and in celebration of this milestone we donated enough for 1 million meals. From jumbotron videos to 360 LED banners to social media to broadcast media, we partnered to spread awareness of the issue and No Kid Hungry’s work to solve it. Player ambassadors including Curtis Granderson, Jay Ajayi, Dennis Smith Jr. and Justin Thomas lent their voices to our “for good” programs. Together, we drove over 100MM media impressions.
In addition to the impact for No Kid Hungry, the programs also helped to improve fans’ perception of Citi and our sports partners, delivering more value from existing partnerships showcasing that doing good is good business. Nielsen Brand Research studies reported a+20 point lift in perception of Citi as dedicated to improving lives in communities across President Cup tournament viewers and golf fans and a +29 point lift in perception of Citi as dedicated to helping communities and +25 pt lift in seen as enabling progress among Mets game attendees. All of this has translated into real progress in 2017 … in total through these sports integrations, Citi has helped No Kid Hungry provide 4 million more meals to kids in need. Now that’s something to cheer for!
Though actor Michael C. Hall is best known for TV roles like serial killer Dexter and the closeted funeral director David Fisher on Six Feet Under, his career actually began in the theater–notably, in musicals including Cabaret and Chicago. It’s a good thing, too, since Hall’s latest role will be dancing and singing about Skittles…
For the past few years Dunkin’ Donuts has placed an ad in ESPN The Magazine’s NFL Preview Issue. Coffee isn’t as relevant to football as sports drinks, so we created an ad that tied our brand to the game in a way that fans would love. For football fans the referee reviewing a play is an iconic part of the sport, they anxiously wait for the referees to make a call that could decide the outcome of the game.
Social media influencers can be an important part of a brand’s marketing arsenal, but care and attention are necessary to reduce the potential for legal and reputational risks. The Federal Trade Commission has signaled that it will continue to vigorously enforce truth-in-advertising compliance related to influencers, and the speed at which information and controversy spreads raises the reputational stakes related to influencer misconduct.
Keep the FTC at bay and help protect your brand reputation with a legal tune-up for a more effective, sustainable influencer program. Here are our top tips for 2019:
Revisit the plan
A week before the midterm elections, a single statistic from an Adobe study raised eyebrows: 40 percent of likely voters between the ages of 18 and 37 saw no political advertising last fall. While brands already knew that young adults increasingly were tuning out linear TV and Facebook and installing digital ad blockers, few would have guessed just how hard it’s gotten to reach Gen Z and millennials.
For marketers spending huge cash on these channels, it should be a wake-up call. Gen Z alone has total spending power valued at $143 billion, with overall spending of almost $100 billion, according to Barkley, a marketing and ad agency. But these generations are not untouchable. To engage young adults, brands should consider focusing on these three ideas:
Speak Instagram
Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about now.
5. Vitalant: ‘The Blood Line,’ We Are Unlimited
Non-profit blood service provider Vitalant and We Are Unlimited were behind this simple but stunning reminder of the importance of blood donations. They transformed Chicago’s Red Line train into the “Blood Line,” an especially powerful move considering that this particular train has been the setting for some of the city’s most violent crimes.
Kraft is getting a bit more vocal about the partial U.S. government shutdown and is seeking the help of other marketers.
The food maker ran a letter about the shutdown as a full-page ad on the back page of Sunday’s issue of The Washington Post.
“We hope that by the time you read this, the shutdown is over,” the open letter begins.
As a new year’s gift, Colle McVoy sent me a series of “cubespirations” to help keep me properly motivated throughout the year. Here is one of my favorite messages in the collection. Note the letterpress printing. I like this design concept. With just two words, the agency’s creative team is making a significant statement. Artists—and […]
The post Colle McVoy Is The Thoughtful Agency appeared first on Adpulp.
From the posting of the dossier to the publication of a story now in dispute, BuzzFeed News is learning about the perils of the chase.
Kia, which has a history of putting celebrities in its Super Bowl ads, is going without a star this year. Instead the South Korean automaker will use its ad to launch “The Great Unknowns Scholarship,” which it says will help “help young people in need get a foothold in higher education.”
The effort was teased with an ad that ran during Sunday’s NFC Championship game on Fox that sought to connect Kia to commoners, not A-listers. In the ad, a boy with a southern accents says: “Right now companies everywhere are choosing celebrity endorsers for their big-game ad. Millions will be paid, just like any other year. But what if it wasn’t? What if a few of those celebrity paychecks got set aside to help unfamous people? What if this year in some way, it was about the rest of us?”
The Super Bowl campaign is by Kia U.S. agency-of-record David & Goliath.
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.
