Archive for the ‘Experience’ Category

SBJ: Raptors Latest Team To Land Jersey Sponsor, Signing Sun Life To Agreement

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Sun Life’s Raptors patch sponsorship is reportedly worth more than C$5M annually. MKTG negotiated the deal for Sun Life.

The Raptors are the ninth NBA team to sell a jersey ad patch, having signed a three-year deal that will put Toronto-based Sun Life’s logo on the jerseys beginning next season. Sun Life’s jersey patch will be the anchor of a CSR program promoting diabetes awareness and prevention.

Sun Life has run a similar program through a Celtics sponsorship which supports a regional “Dunk 4 Diabetes” program since ‘14. The Raptors’ patch sponsorship, which TSN is reporting is worth more than C$5M annually, will support a similar program across Canada.

“For a corporate responsibility program, we explained that the way to really authenticate was showing what the pinnacle of a healthy body can look like, with this sort of intimate association,” said MLSE Chief Commercial Officer David Hopkinson.

The deal includes rights with the group benefits, life insurance and retirement planning portions of the insurance/financial services categories, along with courtside signage, along with digital and social ad inventory for Sun Life.

The company has been a Raptors sponsor for four years and a sponsor of MLSE for seven years. “Our key insight here is that it’s not about the real estate,” said Hopkinson, adding that the deal took around six months to complete. “If you want to just buy impressions, there’s nothing like outdoor (advertising). If you want to stand for something, there’s nothing better than having a presence on the athlete.”

Sun Life’s other Canadian sports sponsorships include the Canadiens, Maple Leafs and the CFL. MKTG Canada negotiated the deal for Sun Life.

source: Sports Business Daily

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Written by Stephanie Rudnick
Stephanie Rudnick

July 6th, 2017 at 2:16 pm

Kati on the Croisette at Cannes Lion

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It’s taken a whole week to rest my body, mind and spirit after the Cannes Lions International Festival of Creativity. During what turned out to be one of the most inspirational events of my professional career, I forged lifelong friendships with colleagues, was exposed to transformative work from all across the globe and was forced to evaluate my impact on my business and the world at-large.

A jam-packed schedule left little time for notes and barely enough brain space to remember everything; however, here are my key takeaways from my first ever Cannes Lions International Festival of Creativity:

1. Be the change you want to see in the world:

At a time where the world is experiencing unprecedented turmoil, Cannes Lions shined a light on the positive campaigns being used to generate awareness for and combat these social injustices. While the topics ranged from the refugee crisis to voter rights to gender inequality, the campaigns were all grounded in an authentic desire to make a difference.

Many of the sessions at Cannes spoke to corporate responsibility but one breakout, hosted by Edelman, was particularly memorable. In the opening remarks, Mark Renshaw, Edelman’s global chair of its brand practice, talked about how a brand can and should be providing leadership on social issues in a polarizing world. In order to educate brands on how to do so, they first conducted a study about consumers’ expectations in this time of upheaval. Some interesting findings included that 67% of US consumers are buying a brand for the first time based on a shared belief. That’s over 2/3 of consumers! They also found that 65% of consumers are saying that silence is not an option; consumers will stop buying if they don’t understand your brand’s stance. Most surprising to me was that half of consumers believe that brands can do more than governments or other institutions to drive change in the world.

With trust at an all-time low, it is more important than ever for brands to participate in the betterment of our society. Here’s how:

Find your calling – Don’t simply tap into what’s trending, but instead, find a movement that speaks to your mission and brand purpose.

Talk less, act more

Invite Action – If done appropriately, aligning with these missions should also invite consumers to help your brand reach your business goals (buying your product, service, etc.)

2. Show me your friends and I’ll show you your future:

At MKTG, we have always taken great pride in the company we keep, that is, the clients we are lucky enough to work with. As I wandered the Awards Hall in the Palais that displays all short list nominees and the eventual winners, I was excited to see many of our legacy clients up for the coveted Cannes Lions Awards. Proctor & Gamble brands Gillette and Tide walked away with Gold, as did Gatorade and Skittles; and Nike won awards for their Unlimited Stadium and their Unlimited Greatness campaign. These awards are true testaments to the innovative and creative brands we are fortunate enough to work with.

3. Creativity knows no borders:

Walking Le Croisette during the Cannes Lions Festival quickly turns into a life-size version of the guessing game – “What accent is that? What language do you think they’re speaking? I wonder what country they’re representing!”

I consider myself to be a well-traveled and cultured individual, lucky enough to have studied and vacationed abroad for years, but to be immersed in such cultural diversity from a professional perspective was something quite new. I found myself having conversations with everyone I met about their political climate, trending topics or brands, and cultural norms that affect the way people consume or create media. Their answers were as varied as their accents.

At times I was actually uncomfortable to say that I was from the United States, a country with a leader preaching nationalization and religiously bigoted rhetoric. But found solace in the fact that I, as a representative of that same country, was letting them know that not of all us share those ideals.

Let’s be honest, globalization is winning and will continue to lead the way into a greater tomorrow. And as brands begin to capitalize on that intercontinental growth, we as agencies must be ready and able to provide strategies and solutions for a connected world.

I can proudly say that the congregation of Dentsu Aegis employees that were sent to Cannes as part of the Route 500 program, was an accurate representation of the global atmosphere of the entire festival. Employees from Mumbai to Shanghai connected with colleagues from Toronto to Tel Aviv, forging relationships and fostering conversation about the future of the global industry. I am so thankful to be a part of such a progressive organization.

Above all, I was impressed by the cognizant efforts of Cannes Lions to make the festival diverse and inclusive. Instead of simply including sessions about the benefits of a varied workplace or why we should market to women, they practiced what they preached by having equal representation on juries and showcasing speakers of all races, religions and gender. I feel extremely honored to have taken part in such an important week in media/marketing and I’m already planning my return – because there’s no way I’m missing out next year!

 

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Written by Stephanie Rudnick
Stephanie Rudnick

July 5th, 2017 at 1:50 pm

The Batalla Viewing Party

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Soccer United Marketing (SUM), the marketing arm of Major League Soccer (MLS) enlisted MKTG and Gravity*, to support our effort to, for the first time ever, stage an exclusive event called “The Batalla Viewing Party” in downtown LA for a World Cup qualifying game between rivals Mexico and USA.   

“The Batalla” (The Battle), harnessed the anticipation and historical implications of the match between the two national teams, and presented an opportunity for Mexico’s loyal fans to come together as a community to cheer on their team with fellow El Tri (Mexican National Team name) fans.

The goal of the event was to engage millennial fans of the Mexican National Team on a deeper level through an unexpected, culturally rich, social and live experience.  The creative approach to the Batalla utilized a stylized and modern treatment that tipped its hat to the popular Mexican card game called La Lotería that is very popular among the Mexican National team fan base.

MKTG transformed an empty 25,000 square foot loft and parking lot space in the LA Arts District into a culturally-relevant, trendy, cool, urban environment designed specifically to immerse modern day soccer fans in the experience of their love and deep passion for soccer.

The celebration took place all day, culminating in the showdown between the two national teams on giant 16-foot screens around the space. Throughout the day, fans enjoyed live entertainment from some of their favorite DJs including DJ Eddie One from LA’s 96.3FM, and band Jungle Fire.  Sponsored activities included custom cocktails from sponsor El Jimador, a live interactive social media wall, as well as life-sized cutouts of MNT players for fan photos were presented by Wells Fargo and LA Football Club (the local MLS team) was on site distributing swag.  LAFC’s very spirited Supporter’s Band surprised the guests and got them on their feet dancing and cheering on El Tri wildly!

All creative and event elements including custom posters (wild posted around Los Angeles), signage, apparel, giveaways as well as a robust digital campaign were handled by MKTG and Gravity.

See below for photos from the activation! 

*Gravity is a recent acquisition by Dentsu Aegis Network and the leading multicultural marketing in our space.

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Written by Stephanie Rudnick
Stephanie Rudnick

June 30th, 2017 at 12:24 pm

MKTG Beat: Album-Release Cycles Adapt to Streaming, Social Media

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Domino Records devises bespoke campaigns on social media for its roster of artists including Hot Chip

 

A combination of streaming and social is disrupting the album release cycle and dramatically altering the way music comes to market. In the second part of Marketing Week’s focus on music marketing we look at the pioneering ways artists and labels are meeting consumers’ always-on demands.

To state the obvious, social media and streaming platforms have permanently altered the way we listen to music – but it finally seems like artist marketing is catching up. 

Many musicians (OneRepublic, Frank Ocean, John Mayer, and Drake to name a few) have abandoned the typical album release and press cycle to take matters into their own hands, signing exclusive streaming deals, teasing new music on Snapchat, and even skipping the album format entirely. The industry has been slow to accept streaming’s impending dominance, but stands to profit the most from it. Why? Data. Streaming provides intricate details about how and who interacts with an artist’s music – which is the most powerful marketing tool of all. Brands also stand to reap huge rewards from the upheaval of the industry: Heineken and Victoria’s Secret have both seen success in teaming up with musicians for digital single releases, opening up a new way for brands to cash in on the new streaming era.

Learn more here on Marketing Week.

 

 

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Written by Stephanie Rudnick
Stephanie Rudnick

June 15th, 2017 at 11:40 am

MKTG Beat: Internet Tweets Rihanna and Lupita Nyong’o Movie Into Reality

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Rihanna and Lupita N’yongo attend a Miu Miu show in Paris in March 2014. Some pictures are worth a thousand words. This one, it turns out, was worth a movie deal. Pascal Le Segretain/Getty Images

The internet has given fans the platform to communicate and connect with each other like never before, and now it has once again changed the game by giving fans the opportunity to will a film project into existence. 

In 2014, a Tumblr post of Rihanna and Lupita Nyong’o sitting next to each other at a Miu Miu fashion show went viral. Two years later the post reappeared, sweeping the internet once again – this time, however, on Twitter with the idea of a buddy movie starring Rihanna as a con artist scamming men, supported by her best friend and tech whiz, “played” by N’yongo. N’yongo tweeted out that she was game, starting a domino effect. Rihanna agreed to join her, and now thanks to additional twitter suggestions from fans, Ava DuVernay will direct the Issa Rae-written film, which is set to be distributed on Netflix. A timeline has not been released, but Entertainment Weekly announced the project was solidified at Cannes, and Rae’s representatives confirmed the story. 

Learn more about this super collab via this great NPR story…

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Written by Stephanie Rudnick
Stephanie Rudnick

June 15th, 2017 at 11:29 am

Why In The Future All Advertising Will Be Experienced

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“Emerging tech is causing advertising to become increasingly multi-sensory and fully immersive as it moves off screen,” writes the MD of MKTG

Technophiles the world over are looking forward to a day when all forms of content are freed from its present confinement within the four edges of a screen; to be fully multi-sensory, 360-immersive, and at some point beyond the far off horizon, indistinguishable from the real world. The message will not be contained by the medium.

How far are we from such a horizon, and are we sprinting or strolling there are questions that a lot of clever people in white lab coats are posing.

VR may take us a few tantalising strides closer. Some will groan heavily at yet another mention of this particular tech, but if we move our focus away from the headsets and instead look at how the content can be deployed and enjoyed, then interesting signposts emerge.

Earlier this year I was at the launch of the Allianz-sponsored Drone Racing League. A world championship heat will be taking place in the capital as part of London Tech Week this June. Sky were also present to announce their ownership of the broadcast rights. They intend to show the proceedings from an entirely different perspective; those with a heavy dispensation towards all things geek will already know that drone racers pilot their craft through goggles linked to a Go-Pro camera mounted on the drone. This means that home viewers with a Sky package and VR headsets can get closer into the action in an immersive sense – a pilot’s eye view.

Read the rest of the article here

Article written by Michael Brown, Managing Director, MKTG

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Smirnoff Love Wins Launch @ Stonewall Inn

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Last week, Smirnoff officially launched their Limited-Edition No. 21 Vodka “Love Winsbottle in their continued support of the LGBTQ community. No two bottles are identical as they each feature a unique rainbow color aesthetic as well as various polaroid images of real couples on every bottle created and photographed by San Francisco-based photographer Sarah Deragon.

The launch was held at the iconic Stonewall Inn NYC, a national historic landmark site that launched the riots and modern LGBT rights movement. MKTG had the supreme pleasure of being at the forefront of transforming the iconic venue, elevating the look and feel of the space and executing the “Smirnoff Love Wins Launch Party.” The launch party also included several major media and social influencers such as Girl With No Job, Bachelorette Caila Quinn and several more.

Smirnoff has committed to donating $1f or every limited-edition bottle created (not, not just sold but created) to the Human Rights Campaign, which has currently equated to $260,000.
Go out there and buy your limited-edition bottle and support the cause!
To read more about the story behind the Love Wins bottles, see here
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SBJ: NHL, teams building on success of Centennial Fan Arena tour

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The NHL Centennial Fan Arena, the league’s in-market activation around its 100th season, has proved to be an effective fan engagement tool for both the league and teams, leading to the hope of doing something nationally on a smaller scale in future years.

Launched Jan. 1 in Toronto at the Centennial Classic, the traveling tour has stopped in 16 team cities thus far, logging more than 33,000 miles. More than 200,000 fans have attended, according to the NHL. It will visit the remaining teams by the end of this year, as well as the league’s tentpole events, including the draft and outdoor games.

“Our goal was to figure out how we were going to reach out and touch fans during the centennial year, and we’ve seen how each of these cities have embraced it,” said Steve Mayer, NHL executive vice president and chief content officer. “We knew we were producing a lot of good content during the centennial, and wanted to make it as far-reaching as possible, even to the point where it was in your backyard.”

The fan arena, which consists of two 53-foot trucks and was created alongside MKTG and Palmer Audio, includes several elements for fans such as a ball hockey rink, a virtual reality Zamboni experience and a 1,000-square-foot museum display of memorabilia, photos and interactive displays.

Designed to provide fans with a historical look at the sport along with interactive games, the tour has built upon what many teams have begun doing across the league.

For example, the Arizona Coyotes launched their own mobile tour event in December 2015 that included an interactive slap shot game and player features. It travels to festivals, schools and other events around its metro area.

When the league’s truck tour was scheduled to come to the city for two days in early January, it secured a spot at a popular outdoor shopping center where it also held a viewing party for an away game. More than 14,000 people attended in Tempe, with the Coyotes able to sell “numerous” flex packs, mini-packs and single-game tickets, said Rich Nairn, executive vice president of communications and broadcasting.

While the Nashville Predators have an outdoor activation in a plaza outside their stadium for most home games, the chance to bring elements of hockey history to the city as part of the NHL tour was key for a city that has been in the league for fewer than 20 years.

“For many fans in markets like Nashville, they may never get to the Hockey Hall of Fame [in Toronto],” said Gerry Helper, Predators senior vice president and senior adviser. “To be able to bring even a small version of something that features the game’s traditions, its changes and history really helps to grow the appreciation of the sport, the league and our team here.”

The NHL has nine of its sponsors — including Bridgestone, Dunkin’ Donuts and SAP — supporting the tour, and has encouraged teams to have their own sponsors activate alongside the events. In Nashville, Dunkin’ is also a local sponsor and handed out free coffee and doughnuts, and the Tennessee Lottery also activated alongside the two-day event. Mayer said the league is working with all the teams along the tour to optimize the stop as best as they can, both for sponsors and fans.

Mayer said based off the feedback he has received during the planning of the truck tour, he expects all the league’s teams to plan their own in-market tours. He said the league is also aiming to be involved as well, even if it’s just ensuring the most popular element of the current tour is there — the Stanley Cup.

“We’re still trying to figure out how we’re going to do that, but it’s really opened up our eyes in a great way,” Mayer said. One of the factors will be on how much money the league allocates to those efforts.

The NHL declined to comment on the cost of the truck tour. The tour is free to all fans.

SOURCE: By Ian Thomas, Staff Writer Published in SportsBusiness Journal on May 15, 2017

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Written by Stephanie Rudnick
Stephanie Rudnick

May 15th, 2017 at 3:47 pm

NBC Fan Fest 2017

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We hope you’re as excited as we are! It’s NBC Fan Fest time! This year MKTG designed, built, and activated the NBC Fan Fest as an adjunct to the filming of the American Ninja Warrior qualifying rounds in Cleveland, and will do so again in Denver, CO on May 23rd & 24th.

Fans can run a version of the American Ninja Warrior course, scale the Spartan cargo net wall, take photos & videos in ‘The Voice’ chair, the ‘Little Big Shots’ couch, ‘America’s Got Talent’ judges table and show off their moves in the World of Dance audition stage.  Additionally, along the way there are guest appearances from stars and participants of the shows & giveaways. Take a look at the photos of NBC Fan Fest below!

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Written by Paige McConney
Paige McConney

May 9th, 2017 at 3:39 pm

MKTG Takes Home Ex Award with Gatorade

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MKTG takes home Ex Award with Gatorade at Event Marketer’s 2017 Ex Awards – “the world’s largest recognition program for experiential marketing”

Last night at the Ex Awards, held annually as the “Golden Globes of the Experiential Marketing Business”,  at Chicago’s McCormick Place, MKTG and our partner Gatorade took home the award for “Best Consumer Environment” for our GATORADE FUEL LAB experience. 

Gatorade Fuel Lab was an integrated solution, employing technology aimed at simplifying the consumer experience, while elevating Gatorade’s latest innovations. The Fuel Lab consumer journey was a seamless process from start to finish, designed in an innovative, sleek manner that would resonate with both audience groups and achieve our goals.

Pre-event, our mobile-first registration experience served as an efficient method to collect user info, with unified opt-in collection. While attendees waited to enter the experience, they received the opportunity to engage with custom virtual reality experiences. Attendees were led into our introduction video chamber, in which the scientific foundation, athlete insights and the future innovations were showcased.

Next, was the Hydration Customization Chamber, where they were greeted by a personalized touchscreen and guided through a customization process to design their Gatorade bottle. After watching the second video, the Future of Fuel, in which Gatorade’s beta innovations and personalization plans are described, attendees were led to the Locker Room of the Future. Here they saw examples of the Gx system and engaged with our live version of a locker room of the future. After their personal locker lit up, attendees found their customized bottle and Gatorade pack. Kind of awesome, if we must say so ourselves!

And hats off to our partners who helped bring the Fuel Lab to life: FH, VML, Lapine and Paragon Marketing Group!

 

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Written by Stephanie Rudnick
Stephanie Rudnick

May 4th, 2017 at 1:13 pm