February 14 isn’t just a day for couples
to express their love for each other – the festival day for love is also a day
when brands vie for consumer love and attention! On the occasion of Valentine’s
Day, we pick out Cream Global’s hot five case studies where love is the
X-factor that helps a brand find the sweet spot with its consumers. Here they
are:
As Charlie Brooker’s C4 mini-series ‘Black Mirror’ recently dramatised - we are a nation increasingly addicted to mobile devices. Just look up on any bus or train journey to see how many people are eyes down for mobile content.
Tv the second screen
Recent research from the annual Childwise survey suggests this is only going to increase as digital natives grow up. Its survey of 2,770 5-16 year olds shows that not only are there now fewer TV sets in children’s bedrooms, but also amongst gadget use, the biggest growth area is mobile internet. This increasingly reflects an ‘on-demand’ culture that wants immediate access to information as a running commentary to what they are doing / watching / interested in buying.
This suggests that traditional 2 screen strategy – which typically sees the TV as primary and mobile devices as secondary – may become outdated. Mobile devices are becoming increasingly primary, with TV as initial stimuli, or as a backdrop for mobile-led interactive experiences.
1. Linking broadcast media to opportunity to purchase in a couple of clicks 2. Consolidating and adding value to social feeds around sponsored video content 3. Using broadcast to deliver inspiring promotional marketing – e.g. take Olympics tickets from the TV 4. Delivering updated content in real time, as a reaction to live events 5. Gamifying broadcast content - with home viewers competing/voting in real time
Celebrity endorsements have long been a powerful marketing tool. Like all strategies, the idea of getting a famous person to act as a brand ambassador comes with its own unique pros and cons. Lots of commentators covered this subject during the various indiscretions of Tiger Woods, which saw the professional golfer sacked from a number of lucrative ad contracts over his marital indiscretions.
But while some relationships do not end well, it is a sad fact of media that some partnerships are doomed from the start. Some are very successful and in some cases you have to wonder if it’s just a case of brand managers abusing their position to meet their favourite actors and pop stars.
Fiat and Jennifer Lopez
At the start of 2011, Fiat launched its new Fiat 500 campaign in the States, enlisting a dream spokeswoman in the face of Jennifer Lopez. After a few years in the pop wilderness, J-Lo was back in 2010 with a hit album and worldwide smash single. Her appearance as a judge on American Idol confirmed that her star was in the ascendant.
Welcome back to the Cream world tour. We hope you enjoyed last week's trip to Mexico. This week, we are taking you to New Zealand where all eyes are currently turned to for the Rugby World Cup.
Cream is filled with great case studies from New Zealand. Here is a small selection of a few to give you a taste of what goes on down under...
A couple of months ago, a guy called Andrew Missingham got in touch with Bigballs (we’re a London based production company) - he was in the process of pulling together a new festival on London’s Southbank called Vision Sound Music that celebrates the new ways that music, advertising and games are coming together.
The hottest new club isn’t in Los Angeles or New York. It’s on a Web site called Turntable.fm, where big-headed cartoon characters populate the D.J. booth.
On the site, users represented by cartoon avatars enter one of many virtual listening rooms, where up to five people at a time take turns playing songs for the crowd. Those in the room can type to chat with one another or click to give songs an “awesome” or “lame” vote.
In my book, The Global Brand, I highlighted contrasting trends towards globalization and localization and last year, I reported on one localization trend that is still going strong: the rise in the number of farmer’s markets.
At the time I could not substantiate the other localization trends, but news that teenagers are reviving local languages via social media suggests that this trend is also alive and well.
Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.
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