Archive for August, 2012

#Rule40: How Olympic Sponsorship Rules Failed, And What It Means For Marketing

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3000938-poster-942-how-olympic-sponsorship-rules-failed-and-what-it-means-marketingPhoto Credit: Flickr user Charles McCain

The Olympics are over, but the aftermath of Rule #40 rolls on. Check out Charlie Horsey’s take on the subject in his latest piece for Fast Company here.

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Proud of It

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EventMarketerItList

We are thrilled to announce that MKTG INC made Event Marketer’s It List for Top 100 Event Agencies (again!).  Congrats the entire team–read all about it here.

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Written by Stephanie Rudnick
Stephanie Rudnick

August 29th, 2012 at 10:04 pm

OMMA Gosh

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On October 1, 2012 the annual OMMA Awards will return to New York for its seventh annual celebration of the industry’s finest talents and campaigns. That being said, it’s no wonder MKTG INC’s production for CBS Interactive at this year’s Comic-Con in San Diego made it as a finalist for the Entertainment Award for our CNET Bast Station.  The spot offered pampering for true superheroes, including food and drinks on the house, hot new video games (Tomb Raider, Sleeping Dogs, Hitman Absolution), Prize Pow-looza with drawings throughout the day for gaming systems, tablets and more, charging stations and laptops.

After all, you don’t need to be a superhero to get superhero treatment!

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Written by Stephanie Rudnick
Stephanie Rudnick

August 28th, 2012 at 6:21 pm

The Anatomy of Fandom: Jocking Jay-Z

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jay-z-nets-logo

Hi, I'm Jay. I have a bridge to sell you.

“We will turn Knicks fans into Nets fans. It’s part of success.”

Those were the words of the Nets Russian billionaire owner Mikhail Prokhorov at an introductory press conference back in 2010 (via NYDailyNews).  His first real foray into the American spotlight, Prokhorov already began laying the groundwork for a marketing campaign to steal NY’s basketball heart, regardless of what happened on the court.

Stationed just across the river from the ‘Mecca’, the Brooklyn Nets will attempt to maintain their existing fanbase in NJ (all 3 of them) while simultaneously trying to make you forget they were ever there.  What will likely be a case study in strategic and persuasive marketing, the Nets have a few things on their side.

First up is the state of the Knicks organization.  Fresh off a first round flame-out, ongoing issues with Amare Stoudemire and letting Jeremy Lin head to Houston, Knicks fans are far from content with James Dolan & co.  If Linsanity is in full swing in Houston while the Knicks are floundering, the allure of an alternate option may begin to gather steam.

Second: $$$.  Having an owner with endless pockets can’t hurt, as shown in the offseason acquisition of Joe Johnson and efforts to pursue and land Dwight Howard (albeit unsuccessfully).  Off the court, these funds allow Prokhorov and team to put the Nets front and center in NYC, as they they did in 2010 with their ‘blueprint for success’ billboard near Madison Square Garden.

Finally at the core of this campaign sits Jay-Z, whose standard introduction now takes about 30 seconds to complete – rap legend, fashion entrepreneur, producer, club owner, NBA owner, Blue Ivy daddy, etc.  The main source of the Nets ‘cool factor’, Jay brought instant street cred. and status to a brand that had been relegated to…well…Newark.  It was a no-brainer for Prokhorov to put Jay at the forefront of the new brand image, from his aforementioned, pun-filled ‘blueprint’ billboard to crediting him with the design of the Nets new logo.  The latter which is a simple, black and white visual evokes memories of when N.W.A. made the LA (don’t call us Oakland) Raiders cool.  (Side note: check out the hilarious, albeit short-lived “Logos By Jay-Z” tumblr site to laugh at HOV’s design prowess)

The Nets efforts mark an almost unprecedented marketing strategy for a professional sports team; rebuild the brand around an iconic owner, while almost seemingly distancing themselves from promoting the actual product.  In late September, the Nets will open the the Barclays Center (their multi-billion dollar home arena) not to a basketball-based celebration of the team’s stars, but instead to an 8-night back-to-back-to-back-to-back (you get the picture) concert series by their part owner.

The Nets have based their strategy on capturing and harnessing the romanticism of Brooklyn (from the Dodgers to Biggie) and combining it with Jay-Z’s superstar status.  The seemingly unfounded element in Prokhorov’s declaration to steal Knicks fans is that ultimately, no wants to align themselves with a losing franchise.  Basketball fans will wonder whether Deron Williams and Joe Johnson are enough to tilt the scale of basketball fandom in NYC, while the Nets Front Office will continue to  say ‘but look at all the pretty lights!’

At the end of the day, being labeled a bandwagon jumper is the scarlet letter of fandom – a black mark on one’s track record that diminishes all future celebrations in the eyes of your peers.  Just ask the Knicks flagship fan Spike Lee, who recently declared that he would not become a Nets fan despite growing up in  Brooklyn.  While you may see a few more New Yorker’s rocking the black/white of Jay’s new brand, it’s a leap of faith to assume that the masses will leave their lifetime’s worth of memories at MSG behind.

If you believe that, there’s a bridge to BK I’d like to sell you…

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Written by Stephanie Rudnick
Stephanie Rudnick

August 22nd, 2012 at 2:48 pm

Fields Of Green

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RachelleMcD

Photo Credit: Ryan Beickert

MKTG INC’s East Coast President Rachelle McDonough tells MediaPost “the path to brand success is clear: frequent, authentic, direct interaction with real life consumers.” Click here for some strategic guidelines marketers should follow when building a field network (it’s easier than you think!).

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Written by Stephanie Rudnick
Stephanie Rudnick

August 20th, 2012 at 8:56 pm

Move Over Millennials

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Most of us are still amazed with how much we can do with technology these days. Whether it is paying for Starbucks with your iPhone or adjusting the temperature of your house from any Internet-connected device, screens of any size are changing how we interact with what is around us.
For the children born in the last three to five years, they will never remember a world without a mobile phone or a touchscreen of some sort. Welcome “Generation Screen,” the generation that is always connected and served information on displays everywhere around them. Are you ready?
Not even the largest companies are taking this as seriously as they need to. According to IAB, only 45% of Fortune 500 companies have a mobile optimized site.
Read the full article on AdAge.

Kids_iPads

Photo Credit: kiddytrack.com

Most of us are still amazed with how much we can do with technology these days. Whether it is paying for Starbucks with your iPhone or adjusting the temperature of your house from any connected device, screens of many sizes are changing how we interact with the world around us.

Welcome “Generation Screen,” the generation that will never remember a world without Internet connectivity and touchscreen interfaces. While this generation is only three to five years old now, they will be the audience brands will cater to in the not far future. Are brands ready for this?

The truth is, many aren’t ready. Not even the largest companies are taking this as seriously as they need to, as IAB recently found that only 45% of Fortune 500 companies have a mobile-optimized site.

Read more on AdAge.

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Written by Admin
Admin

August 14th, 2012 at 5:29 pm

A New Way to Capture Living Photos

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A photo has always been a way to capture a memory, a moment of time. Frozen for you to look back on. Yet our memory is not static, there is more to it than that. You remember the way your friend’s hair blew in the wind, or how the shadows danced against the firelight, or how the fireworks burst and lit the sky. Moments and experiences are shared by more than just a still image.  What if someone could capture a moment that more closely resembled our memory of the experience, allowing a glimpse into an experience preserved endlessly?

In 2009 Visual Graphics Artist Kevin Burg began experimenting with the still image as a .gif format, when partnered with photographer Jamie Beck to cover New York Fashion Week; they created what is now known as the “Cinemagraph.”  The artist takes a traditional photograph and combines a living moment into the image through the isolated animation of multiple frames. The term “Cinemagraph” comes from its cinematic animation grounded in a traditional photograph. This new style took off with social media, sharing these unique visuals over Twitter and Tumblr. You can still see the original cinemagraphs that started the trend for New York Fashion Week here.

The process of creating a cinemagraph can be very daunting, not only do you have to have a keen photographic eye/ability, you must also be comfortable with Adobe Photoshop and film editing software in order to create the end product, taking a total of 30+steps before you have your desired cinemagraph.

Finally, a Montreal-based startup called Factyle, Inc. decided that this process didn’t need to be so complicated.  They created a way for users to create a cinemagraph within a few short steps right within the app, and then share it with the world in an “Instagram” type UI; hence the apps name “Cinemagram”. The CEO Temoojin Chalasani stated in a TechCrunch interview the following, “We’ve been fascinated by this art form since its first appearance last year in the world of fashion photography… We see it as a way for photographers to bring out the essence of an image, and tell the story behind their pictures in a fun and beautiful way.”

Although they have not been the first to market on this type of app for iPhones, its clearly the first to combine the trending new looks and filters of “Instagram” along with a unique and creative approach to allow an easier workflow for cinemagraphs. Users have been creating their own unique creative works that can be seen on the Cinemagram blog here.

But with any tool its how you use it, there is plenty of poorly executed cinemagraphs by users, yet as you browse you find some that are uniquely witty and charming. And you can’t help but feel like your getting a peek into someone else’s memory.

Written by: Ryan Beickert | Cinemaphoto Credit: www.cinemagraphs.com

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Diageo Stirs Up World Class Finals in Brazil

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DiageoWorldClass2

Getty Images

During the week of July 8, MKTG INC held a critical role in the fourth annual Diageo World Class Finals in Rio de Janeiro, Brazil.  World Class is Diageo’s global search for the World’s Best Bartender and this year over 10,000 bartenders in 47 countries competed for the coveted title.

MKTG INC executed a series of events throughout the week on behalf of Tequila Don Julio to the Diageo Executive Team, key customers, media and bartenders from around the world.  To highlight cross-coordination and agency capabilities, MKTG INC led a brilliant week of execution including two high-profile dinners and seminars (Diageo Client Services) with the support of a specialized RSVP site (Digital), spectacular POS (Creative) and presentations (Video).

Like the last two years, MKTG INC continues to be acknowledged for its outstanding execution during World Class.

Written by: Julie Foo

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Written by Admin
Admin

August 7th, 2012 at 2:35 pm

Learn How To Speak American

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USA speech bubbleMKTG INC strategic partner and heartland consumer expert, Paul Jankowski helps brands effectively engage the most influential yet often ignored population—The New Heartland.  In his recent Forbes article, he encourages you to “clear your schedule for a couple of days, put on comfortable clothes and get to know your consumer’s culture.  Consider yourself invited to Nashville.”

He’ll be happy to show you around…

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Written by Stephanie Rudnick
Stephanie Rudnick

August 6th, 2012 at 8:52 pm

MKTG INC Serves Jose Cuervo Pro Beach Volleyball Series

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Jose Cuervo Pro Beach VolleyballPhoto Credit: Manny Pascual and Joshua Ragland

With the 2012 Sumer Olympics taking place there’s no better time to be right in-the-mix of some intense Beach Volleyball action (as if there was ever a BAD time for beautiful weather, shredded demigod built athletes and edge of your seat competition).

The Jose Cuervo Pro Beach Volleyball Series brought to you by MKTG INC is in the midst of hitting some of the country’s biggest beach volleyball towns bringing them an experience that reaches far beyond the average beach volleyball fan’s expectations.  Jose Cuervo has played a huge part in beach volleyball dating back to the 1970’s and they are now injecting a boost of energy into the sport with their events.  Not only do fans get a chance to watch some of the world’s best volleyball players get their bump, set and spike on but they get to do it in true Cuervo fashion. A fully loaded Cuervo Village is open to the crowd offering them some not so typical volleyball activities; Mechanical Lime Bull, 30 foot Rock Wall, Cuervo Shaved Ice Margaritas and a whole slew of activities that you’ll just need to check out for yourself.

The Cuervo Series only has 3 more stops this season so check out www.jcpbvs.com to find out where they are headed next or to watch the action on their live webcast.

Written by: Javier Cubria

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