Archive for the ‘MKTG’ Category

MKTG INSIGHTS: PICKS OF THE WEEK – AUGUST 28

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#1

Beats by Dre Releases new spot ahead of Mayweather McGregor

Beats by Dre has released a new ad featuring UFC fighter Conor McGregor, in advance of his highly anticipated “fight of the century” versus Floyd Mayweather. The ad features a young Irishman hanging out with his friends on their way to a boxing match at a local gym in Ireland. These scenes are interspersed with clips of present-day McGregor getting ready for his training, and entering the ring, and ends with the phrase, “Above the Noise”. McGregor is well-known for his brash attitude, charisma, and willingness to enter into any form of trash talk with his opponent (especially Floyd Mayweather). In his career, McGregor has become “notorious” for making bold predictions, often while being severely doubted by his opponents and the media; however, he has risen to the top of the fighting world by delivering on these predictions. For this reason, McGregor seems like an excellent fit for the brand. In the past Beats has leveraged confident, but often maligned athletes such as LeBron James, Kevin Durant, Draymond Green, and Colin Kaepernick and used their product as a euphemism for the athletes drowning out the naysayers. Leveraging McGregor is also a potentially risky strategy by Beats (now owned by Apple) as he has been willing to cross the line into politically incorrect territory when trash-talking with his opponents. Beats will have to ensure that McGregor does not venture too far off brand for Beats which is always a risk when partnering with outspoken athletes.

#2

Pepsi releases exclusive Snapchat Filters

Pepsi Canada has teamed up with Snap to release 20 exclusive Snapchat Lenses. Each Pepsi Lens can be unlocked via specially designed Snapcodes on select Pepsi products. Pepsi utilized Snap’s creative social platform in order to connect with consumers and enhance the way they share their summer experiences. Lenses will unlock for one hour, with the option to scan and unlock multiple times. Each Snapcode design features an illustration that provides a sneak peek into the Lens. A similar experiential activation concept has been used before by Pepsi’s main competitor, Coke. The Play a Coke campaign involved consumers downloading the Play a Coke app, scanning the bottle, and receiving a select playlist on Spotify. Although the two concepts are similar, Pepsi did a great job at simplifying the process by using an app that most smart phone users already have downloaded and distributing specialized content through this platform. This reduces the risk of consumers not being able to access or engage the content for free. Snap it with Pepsi appears as a great fit for both partners, delivering fresh content to Canadian summer enthusiasts. They have taken the next step in enhancing their abilities to engage audiences through downloadable and experiential material.

#3

Forever 21 releases new collection with Future’s creative director

Forever 21 has created the Cease x Hendrxx x Forever 21 line and it is spearheaded by musician Future’s creative director Fred Foster, who started the streetwear brand Cease and Desist. The collection will feature athleisure items with Future’s Hendrxx branding and bold type. This partnership gives fans who do not have the time to wait for hours in line for exclusive pop-up shops or the money to afford resell prices, an opportunity to buy an artist’s exclusive line. Forever 21 has come under fire for stealing the likeness of artists without their permission, which has resulted in numerous copyright infringement lawsuits. Partnerships like this alleviate that reputation and are the closest way for Forever 21 to emulate music and streetwear authentically without infringing upon any copyright. With exclusivity being the primary force behind high resell prices on items with high demand and low supply, more artists may look to this strategy as a way to give fans more accessible merchandise.

Picks Of The Week Originally Posted by MKTG Canada

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

August 29th, 2017 at 11:32 am

Amazon and MKTG: Boost with FBA

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We all shop at Amazon. But did you ever stop to think about how the Amazon Marketplace actually works and who the sellers are that make it all possible?

Those are just a couple of the questions that the team at MKTG aimed to answer for our partner, Amazon.

In 2015, Fulfillment by Amazon (FBA), a division of Amazon related to its Prime sellers, decided it was time to celebrate their sellers in a huge way, and shine a light on a few of their prized products. Our challenge was to provide a forum for Amazon sellers to gather, learn how to optimize their businesses using Amazon, expand their reach, and also get valuable face-time with Amazon experts and of course with each other.

Enter the first- ever 2017 Boost with FBA Seller Summit, a 1,000+ seller attended premier event hosted at Pier 94, right in the heart of New York City. To kick off in proper Big Apple style, all attendees were treated to a welcome reception the night before at Tao, Downtown and a full-day of extra activities. At the main event, Amazon sellers from around the globe attended presentations and participated in over a dozen educational sessions, from Going Global to Inventory Management. They were also able to meet one-on-one with Amazon experts in Office Hours sessions to talk specifically about their businesses, as well as learn from some of the top sellers featured in the seller showcases throughout the venue. (more after the photo album…)

 

This was a highly collaborative effort where MKTG worked closely with our amazing partners at Amazon to curate, design, strategize and produce all creative materials and the events themselves from soup-to-nuts.

The feedback from sellers was overwhelmingly positive and we’re looking forward to working on the next one coming to a US city near you!

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MKTG Insights: WHAT SPONSORS CAN LEARN FROM MODERN ALBUM RELEASES

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With the overly saturated music industry experiencing ever-changing shifts in music consumption, artists must find unique ways to gain traction within the market in order to create successful campaigns. Technological innovations such as digital streaming provided by service giants such as Spotify and Apple Music are truly shaping the industry. There is now a greater accessibility to music than ever before and artists can easily get lost in the clutter. The days where studios and labels put mass advertising behind the release of an album are gone. This has caused musicians to increasingly think like brands; relying on creativity and innovation to drive interest in their upcoming sales. Sponsors and marketers also live in a similar dynamic realm where there are constant technological changes and never ending clutter of branded content. The following are leading examples from the music industry that provide key learnings for marketers in today’s world.

In June 2017, in advance of the release of her “Witness” album, Katy Perry partnered with YouTube to launch a 96-hour live stream of her living day-to-day in a camera filled “Big Brother” style home. The live stream allowed fans to observe Perry in a range of content from average daily activities to more intense moments such as therapy sessions. The broadcast was supported with celebrity guest appearances who interacted with Katy for interviews, cooking, games, challenges, and conversations. The live stream led to a concert where Katy performed songs from the upcoming album. The Katy Perry Witness World Wide Live Stream reached 190 countries and garnered 49 million views.

Katy Perry provided fans with an opportunity to receive unprecedented access to celebrity. The raw, constant transparency that a live stream provides allows consumers to feel an authentic connection by being able to tune into an “unscripted” experience.

For sponsorship marketers, Perry’s stunt is a reminder of key operating principles when developing strategy and planning brand experiences. Perry understood the power of designing a brand experience that would organically drive social chatter. Rather than rely on media appearances on TV and radio to plug the album release like most artists, Perry’s live stream was designed for the digital age. By choosing the correct platform, in this case, YouTube, users were able to connect at any time (mobile, desktop etc.) for real-time interactions. The tactic of live streaming her activity scaled access to Perry in a way that transcended geographic borders and time constraints; sponsors planning physical branded experiences must also find ways to bring the consumer experience to those unable to engage in the precise time and place of the activation.

Notable hip-hop stars 2 Chainz and Kendrick Lamar are examples of artists who have utilized powerful physical, in-person brand experiences that coincide with particular promotional announcements. 2 Chainz released his fourth studio album titled “Pretty Girls like Trap Music” in June 2017 which was supported by a unique physical activation. Inspired by the emerging genre of Southern “trap music” that has been taking control of mainstream airways, 2 Chainz leverages “trap” roots by replicating a real life “trap house” in the outskirts of Atlanta, Georgia. The album themed, pink home is decked out with urban artwork and was redesigned to coincide with 2 Chainz branding and larger promotional campaign that matches 2 Chainz album art.

The activation’s main purpose was to be used as a space for listening parties. Supplementary, outside of the home, was a strategically place vintage pink Corvette and stove where visitors were encouraged to take photos and share their “trap experience” on social media. The activation was an enormous tourist and fan attraction, covered by major media outlets that accumulated over 300,000 digital tags.

Similarly, Kendrick Lamar kicked off “THE DAMN. TOUR” by launching retail pop-up shops in select cities that coincide with his tour dates. The pop-up shops sell limited-edition Kendrick branded clothing and accessories. Activations amplify traditional marketing efforts by providing a memorable and engaging consumer experience. Consumers are able to interact on a ground-level and share digitally. This activation style allows for ultimate consumer engagement that is enhanced with wide-spread media coverage.

High-touch activations act as a unique tactic to engage consumers by utilizing multiple touchpoints. These activations allow artists to push branded content online while also providing fans with a real and tangible interaction. Aside from relying solely on social media, high-touch activation experiences allow brands stand out amongst the clutter.

One of the most talked about releases in 2016 was Beyoncé’s sixth studio album, Lemonade. The surprise release was supported by a massive amount of content: a one hour HBO film, an eleven chapter visual album, and the launch of the Formation World Tour. Beyoncé leveraged a combination of art, music, poetry, and politics to create one of 2016’s best-selling albums that had a large impact in a variety of markets that surpassed the category of music.

The element of surprise can be one of the strongest marketing techniques. Brands that execute this type of disruptive promotion cause a change consumer behavior and trigger some of the strongest personal and digital dialogues. Due to the unexpected release, consumer behavior is altered and now brand focused. Fans and consumers erupt in a sense of urgency to dive deep into the branded content. This social eruption causes word-of-mouth marketing, which is seen as one of the top forms of influential advertising. Awareness is built exponentially, consumer emotions are supercharged and a passionate brand engagement is created.

With the recent need for artists to stand out with successful campaigns, the market is seeing a shift in promotional techniques from brands within the industry. Traditional efforts must now be altered and amplified with unique activations, disruptive marketing and brand authentication in order to create more of an impact.  By leveraging these case studies and insights, marketers can truly enhance a variety of brand experiences.

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Written by Stephanie Rudnick
Stephanie Rudnick

July 31st, 2017 at 12:58 pm

Sponsorship Around the World: India Edition

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Sponsorship Around the World highlights sponsorship trends and best practices from various global markets. As a global agency with 32 offices across 19 countries, MKTG Canada tapped into the global MKTG network to gain local expertise from brand experience leaders across the world. To further enhance this edition, MKTG Canada spoke with Brian Tellis, Co-Founder and Group CEO of MKTG Fountainhead Promotions & Events in India.

Home to over 1.3 billion people – making it the second most populated country in the world – India is well known for two of its strongest cultural passion points; cricket and the Bollywood film industry. And while these two areas dominate culture in India, the country’s sport and entertainment offering is diversifying, as emerging property types gain momentum with an expanding consumer base.

Marketers are recognizing this and the sponsorship spend in India has grown substantially. Last year alone, sports sponsorship grew by almost 20% reaching over $1 billion CAD (outpacing advertising growth which increased at 12%).

In a very populated country, with a growing middle class that could become the 5th largest consumer economy by 2025, sponsors are presented with an intriguing opportunity to target this emerging middle class. India’s wages have steadily increased with the daily average wage expected to increase 24% by 2020. As India’s economy continues to grow steadily, consumers are beginning to have more spending power in the country, increasing the opportunity and demand for sponsorships.

 

For the rest of the article, click here

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Written by Paige McConney
Paige McConney

July 18th, 2017 at 2:29 pm

Follow the Money: Ads on NBA Jerseys Open the Doors for Other Top Sports

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Five years ago, the NBA hired SRI, a sponsorship research firm, to analyze the possibility of an unprecedented move in major American sports: placing ads on jerseys.

The internal study assessed the value of the ad-on-jersey opportunity, which is widely popular around the world, from the English Premier League to India’s International Cricket League. Where there was money to be had, most major international sports bodies had cashed in. But none of the big four North American sports leagues — the NFL, the NBA, MLB and the NHL — wanted to take the first step.

There was hesitation within the NBA as the study proceeded. The chance for new revenue was clear, but it was harder to anticipate how fans would react. In the NBA, like almost every other pro sports league, the entire experience was already heavily branded: Teams sell rights to stadium names, mid-game entertainment, special seating sections and almost every panel of free space within the arena. TV broadcasts included another layer of advertising and sponsorship, including branded half-time analysis and in-game segments. The jerseys, it seemed, were the final remnant of non-commercialized purity.

For the rest of the article, click here

Article written by Will Jarvis, Advertising Age

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Written by Paige McConney
Paige McConney

July 18th, 2017 at 2:20 pm

Full Moon Music Festival Countdown

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Music has the power to inspire, captivate and create powerful emotional bonds between friends, family, consumers and brands. MKTG is a leader in the Lifestyle and Music Marketing space, having strategized and implemented many successful experiences and partnerships for some of the world’s biggest brands. This weekend in New York City, we will be taking our talents to Governors Island as an official partner of the Full Moon Music Festival on July 8th. If you’re in the area, please join us in enjoying what is sure to be a beautiful summer day in one of New York’s most idyllic settings and secure your tickets at www.fullmoonfest.com! Once you’re there, make sure to visit our client Don Julio and their Airstream truck in the park. In the meantime, our MKTG Entertainment Team has a few music festival tips to help prepare you for this awesome exploration of music:

 

Prep your Ears: Listen to These Songs by featured Artists before the Fest:

1. Almost There (feat. Mr Hudson) – Vic Mensa

2. Escape – Zimmer

3. Hollywood – Pat Lok

4. Fruit – ABRA

5. Hailu Mergia and the Walias – Awesome Tapes From Africa

6. Feelin’ Lovely – Connan Mockasin

 

…and check out the official Full Moon playlist on SoundCloud!

Prep Your Fest Schedule: These are our Must-see Full Moon Fest Artists

1. Vic Mensa – has toured / collaborated with J. Cole, Wale, Chance The Rapper, and Kanye West

2. Zimmer – perfect music for a chill summer day

3. Larry Heard – historic house music producer from Chicago

4. Connan Mockasin – truly unique

5. ABRA – originally from London, this R&B artist offers slow melodic vocals and intriguing beats

6. Axel Boman – groovy house music for some rest and relaxation

 

Come Prepared! Our Music Festival Necessities

1. Positive Attitude

2. Wristband / Ticket

3. Sunscreen

4. Hat

5. Sunglasses

6. Comfortable Shoes

7. Rain Jacket

8. Reusable Water Bottle

9. Portable Phone Charger

From all of us at MKTG, we hope you enjoy Full Moon Music Festival 2017!

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Written by Paige McConney
Paige McConney

July 7th, 2017 at 11:10 am

IBM’s Tony Awards Watch Party

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They say the lights are bright on Broadway and last month, the third annual Official Tony Awards Watch Party presented by IBM was the brightest star.

80 guests joined IBM for this buzz-worthy event, of which 35 were unpaid social influencers from theater, sports, and technology. Influencers included renowned actors and actresses and contributors to Playbill, Teen Vogue, and Essence Magazine. Check out some of their coverage here.

In 2014, MKTG identified a lack of attribution and conversation surrounding IBM’s partnership with the Tony Awards, during a social conversation audit utilizing proprietary listening tools. To combat this, MKTG developed a hosted viewing event for relevant voices in the theater, tech, and sports community to come together on Broadways biggest night. Since debuting in 2015, the IBM Watch Party has seen tremendous growth and fulfilled its goal of creating a common Tony Awards viewing experience and digital space for theatre aficionados to share in the excitement of the Awards while connecting back to IBM.

The event was revamped this year to continue to raise the bar of VIP influencer events and to creatively drive social conversations and real-life interaction between influencers and IBM. MKTG choreographed a series of unique content opportunities that showcased IBM’s Watson technology in relatable ways, from Chef Watson inspired drinks and chocolates to the infamous Watson Beat platform. 2017’s #WATCHPARTYIBM saw a 38% increase in social conversations and over 34 million potential impressions – this is doubled from 2016. Bravo team!

Take a sneak peek at the crowd-sourced Cinebody sizzle reel here and the photo gallery below!

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Written by Paige McConney
Paige McConney

July 6th, 2017 at 3:00 pm

Liberty Stands With You

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June was Pride Month, and MKTG has been leading client Liberty Mutual in their sponsorship and support of the LGBTQ community. As part of a year-long platform based on the strategy of Liberty Mutual’s core brand positioning of “Liberty Stands With You”, MKTG secured a partnership with LGBTQ support organization GLAAD to kick-off the brand’s messaging platform at their annual Media Awards in NY & LA in April and May respectively. In June, Liberty Mutual continued to stand with the LGBTQ community through on-site activations and employee participation at Pride Parade events in key consumer markets of Boston, Chicago and New York. Check out a few photos and gifs below!

 

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Written by Paige McConney
Paige McConney

July 5th, 2017 at 12:26 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

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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