Archive for the ‘Media’ tag

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

Advertising Week New York: Girls Rule

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Kim Kardashian, The Girls Lounge founder Shelley Zalis, Linda Yaccarino from NBC Universal and Andy Cohen, host of Bravo’s “Watch What Happens Live” at the Chelsea Piers Gala


Now that Advertising Week in New York City has wrapped, I felt compelled to pen a short piece about my impressions of the monstrous confab that takes over The Big Apple each year.

For the last 13 years, Matt Scheckner and his team at Stillwell Partners who founded Advertising Week in New York as a B2B event, have evolved it to be THE must attend advertising, marketing and media industry summit. It’s also grown beyond NYC to London and Tokyo and they’re hosting a smaller gathering later this year in Cuba. Yes, Cuba.

Once again, they somehow seamlessly pulled off over 280 seminars and workshops, breakfasts, concerts, comedy shows, breakfasts, dinners across 30 venues in NYC. For those who couldn’t be in two places at one time, they also streamed every single session online. In all honesty, I was unable to head uptown on the Wednesday but streamed the sessions, sometimes two at once, and watched on my laptop and monitor from my desk.

No surprise, as it is technically an “advertising” conference, the hot topics once again of the week were digital and the hyper growth of programmatic and of course content marketing. But, another major underlying theme of the week was WOMEN – not only how brands are marketing to (and sometimes objectifying) women, but also deep discussion on the disparity of women in senior leadership roles in our industry.

One of the most popular satellite events and my absolute favorite outgrowth of the ad/marketing conference circuit is The Girls Lounge. Founded by Shelley Zalis, The Girls Lounge is my “go to” destination from Cannes to AdWeek to CES. Shelley founded The Girls Lounge to create a place for women, and men, to connect, collaborate and empower each other. A place to check in, unplug (or charge your device) and take a break from the grind.

Each Girls Lounge is different per the conference, but every day is programmed with casual panels and keynotes featuring powerhouse women not only from advertising and marketing but entertainment, sports, and even finance. In addition to the panels each evening, they host networking events and parties that often go into the wee hours.

While at Cannes Lions they set up shop in huge penthouse suite at the Martinez overlooking the Croisette, at Adweek they tricked out a double decker bus and parked it right in front of the Times Center, the hub of the conference. The downstairs area of the bus was the primping area with experts there doing hair blow-outs and make-up touch ups – because power women have no bones about looking polished – and upstairs they set up couches and directors chairs for the talks. They also transformed a large suite within the New York Times building where they hosted talks and lunches. Another space, a pop up gallery called #SeeHer displayed empowering images from the past and present in partnership with the ANA’s Alliance for Family Entertainment (AFE). The Gallery’s aim was to end gender bias against women in ads by 2020 by bringing attention to the issue – a formal initiative from the ANA AFE.

The crowing jewel of Girl Lounge’s presence at Adweek was a gala event sponsored by NBCUniversal and held in the main ballroom at Chelsea Piers’ Pier 60 overlooking the Hudson River and Statue of Liberty. NBC reached into its arsenal of powerful talent and Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal and Zalis interviewed Broadway and television starlet Kirstin Chenoweth. They were immediately followed by the uber-popular Bravo Network star Andy Cohen, who interviewed the one, and only, Kim Kardashian. The crowd of over 800, mostly women, hung on Kardashian’s every word as she talked about stereotypes and her personal focus to empower women, especially young women, to stand up for themselves and embrace their power and femininity. All in all, it was a hugely powerful night, not only due to the A-list talent on stage but the room of incredible women and the overall message permeating through the crowd.

In closing, Advertising Week in New York was a huge success and the programming was more diverse than ever. But for me, what came through loud and clear was that marketing to women and girls, as well as collectively supporting other women in business, is not a conversation that is going away. Men and women are talking about it openly and with platforms like The Girls Lounge being present at our industry’s main conferences, it’s only going to get louder!

–Contributed by Stephanie Rudnick, SVP Communications, MKTG USA | Global Brand Communications Director MKTG twitter and insta: @stephrudnick

 

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TEAM EPIC’S DAY AT MIT MEDIA LAB

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Dentsu Aegis Network’s partnership with MIT Media Lab provides our network’s talent access and connections to some of the smartest minds in the media and technology world. Our people learn, get inspired and make connections through the Lab. This partnership helps our talent stay on top of what’s next so we can in turn help our clients do the same. Last week Eric Ginsberg and Caity Kauffman, our Digital Strategy colleagues from Team Epic, had the privilege of spending the day touring the Media Lab and applying these learnings to their roles.

So what exactly is the MIT Media Lab?

Actively promoting a unique, antidisciplinary culture, the MIT Media Lab goes beyond known boundaries and disciplines, encouraging the most unconventional mixing and matching of seemingly disparate research areas. It creates disruptive technologies that happen at the edges, pioneering such areas as wearable computing, tangible interfaces, and affective computing. Today, faculty members, research staff, and students at the Lab work in 24 research groups on more than 350 projects that range from digital approaches for treating neurological disorders, to advanced imaging technologies that can “see around a corner,” to the world’s first “smart” powered ankle-foot prosthesis. The Lab is committed to asking the questions not yet asked–questions whose answers could radically improve the way people live, learn, express themselves, work, and play.

Read more about Eric and Caity’s insights below….

Eric Ginsberg, Director, Digital Strategy:

We had an amazing opportunity to tour the MIT Media Lab in Cambridge, MA. Overall, we were blown away by the level of innovation in such a wide variety of fields. One of the most impactful sessions was a meeting with Mike Bove, who heads up the ‘Object-Based Media’ lab. Mike holds an SBEE, an MS in visual studies, and a PhD in media technology, all from MIT.

The overview of this lab is as follows: Can the physical world be as connected, engaging and context-aware as the world of mobile apps? We make systems that explore how sensing, understanding and new interface technologies (particularly holography and other 3D and immersive displays) can change everyday life, the ways in which we communicate with one another, storytelling, play and entertainment.

As we think about the future of lifestyle marketing, the ‘Object-Based Media’ lab is a potential resource to help shape the future of how consumers interact with technology.

Caity Kauffman, Senior Manager, Digital Strategy:

The opportunity to visit MIT was amazing. What struck me most was how each individual lab had its own way of exploring and tinkering. Researchers didn’t always know what the end result was going to be or know how today’s development could impact tomorrow. Regardless of the lab, each person had a similar sentiment: sometimes their research fixes a problem they didn’t know existed.

At one of the labs, a researcher named Penny showed us a project where they were developing fabric that curled and shifted when it hit certain temperatures or precipitation. The entire purpose of this research was to simply experiment with ways to cause fabric to move and flex. Their team spent weeks, hours and months poking and prodding at triangle-shaped swatches of different types of fabric. Somewhere along the way, a major athleticwear company saw this as an opportunity to create a ventilated product that opens up when an athlete gets hot.

As someone who is always strategically thinking with a specific goal in mind, it was a unique opportunity for me to talk to thinkers who approach their work in an open-ended manner, and with the freedom to let their curiosity lead the way.

Thanks Dentsu Aegis Network for the opportunity!

–Contributed by Team Epic & MKTG Global Communications Team

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Dentsu Aegis Network Sport & Entertainment win at the European Sponsorship Association Excellence Awards!!

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Dentsu Aegis Network Sport & Entertainment won two prestigious European Sponsorship Association (ESA) Excellence Awards on Thursday 11 February, 2016 at the annual European Sponsorship Association awards ceremony, held at the Café de Paris in London. The Awards celebrate successful sponsorship campaigns in all sectors – sport, culture, entertainment, media, community and corporate responsibility.

Their long standing work with British Gas’ ‘Sponsorship of British Swimming’ was awarded the coveted title of ‘Sport Sponsorship of the Year’. British Gas’ ‘Sponsorship of British Swimming’ was duly recognised for a fantastic sponsorship that has spaned six years since 2009. Along the journey British Gas helped over 100,000 children to swim, provided 1.5 million free swims and supported elite athletes on the world stage.

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Dentsu Aegis Network also added to this sporting success with a ground-breaking win in the music space which shows the true breadth of DAN’s offering in Sport & Entertainment.

Working in partnership with The Story Lab UK, their work for Microsoft Lumia was awarded the top prize in the ‘Multi National’ category following a comprehensive judging process that evaluated sponsorship campaign entries from across Europe.

Their work for Microsoft was focused on driving the perception of Lumia being seen as a creative brand to a cultural relevant audience across six key European markets.

Clean Bandit, a band on the rise and with global appeal, were looking for help on their next music video. They spotted a perfect opportunity to build the phone and all its capabilities into their creative process. The music video went on to be Clean Bandit’s most successful launch to date and it can be viewed here! Skip to end to see their three part ‘making of’ documentary showing how we made it all happen.

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David Peters, Managing Director Dentsu Aegis Network Sport & Entertainment UK said of the wins: ‘An ESA Excellence Award represents the industry ‘gold standard’ and it is a fantastic recognition of the best-in-class sponsorship campaigns that we deliver for our clients across Sport & Entertainment’.

Again, congratulations to our sister agency DAN S&E in London!!

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Written by Paige McConney
Paige McConney

February 29th, 2016 at 11:08 am

‘Power’ Party: Terrence J. Honors Lala Anthony at Zacapa’s NYC Rooftop Soiree

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Culture | By on August 28, 2015 @ 11:52 am

Event kicks off new series of intimate dinner parties toasting top NYC media and entertainment figures, in partnership with TheWrap, produced by MKTG for Diageo’s Zacapa Rum

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E! host Terrence Jenkins raises a Zacapa Rum toast to guest of honor Lala Anthony, as Diageo’s Keenan Towns looks on, at the first Zacapa Room and TheWrap dinner party in NYC on Thursday night, August 27. (credit: Shannon Sturgis)

It’s not always lonely at the top.

E! News host Terrence J gathered 30 intimates on an NYC rooftop overlooking the Empire State Building for a special evening honoring former MTV VMA Lala Anthony on Thursday night. Anthony, star of 50 Cent’s Starz series “Power,” wrapped filming on Season 2 of the show two weeks ago.

For Lala and Terrence, the two have a long history together. In addition to co-starring in the “Think Like a Man” franchise and both gaining fame as hosts of live daily pop culture shows (Terrence on BET’s “106th and Park”, Lala as an MTV VJ on “TRL” and “Direct Effect”), Mrs. Carmelo Anthony would have you believe their bond goes back to the womb.

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The ZaCoco cocktail started off the weekend early. (Shannon Sturgis)

– Source: The Wrap

 

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Written by Stephanie Rudnick
Stephanie Rudnick

September 3rd, 2015 at 9:26 am