Archive for the ‘Social Media’ tag

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

Why Golf Fans Love Wells Fargo’s Social Media Hub

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Screen Shot 2016-06-17 at 9.25.29 AM

 

The social media hub at the Wells Fargo Championship this year generated record social sharing for the tournament, which takes place each May at Quail Hollow Club in Charlotte, NC. It has been hailed as a best practice when it comes to social media engagement, and we would agree. Let us count the ways (seven, to be exact) the Wells Fargo Championship social media hub enabled social sharing and extended the reach of the tournament…

Head to the article here to explore the seven reasons why golf fans love Wells Fargo’s social media hub!

Article by: Sandra O’Loughlin, Event Marketer

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Written by Paige McConney
Paige McConney

June 17th, 2016 at 9:29 am

AT&T Final Four Fan Fest, March Madness & Tip Off Tailgate!!

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att logo

MKTG was thrilled to manage three separate AT&T activations during Final Four Fan Fest, March Madness & Tip Off Tailgate over the past few weeks! Our AT&T activation at Final Four Fan Fest was a 4-day hoops fan fest at the George R Brown Convention Center. It was an awesome space that featured: appearances by basketball legends and current college coaches, the AT&T Pressure Point, a fully-immersive experience leveraging AT&T technology that puts you on the foul line with a chance to win the NCAA Championship, a relaxing space to charge your devices while watching DIRECTV, a Vine Studio to beef up your social media game at the Final Four and a hoops legend photo op inside an AT&T Connected Car, powered by in-vehicle wi-fi. Take a look at the photo journey below:

 

The March Madness Music Festival was a 3-day music festival at Discovery Green in Downtown Houston, TX. Friday night was AT&T’s entitlement night, called AT&T Block Party #attblockparty where Lukas Graham, Panic! At the Disco and Fall Out Boy performed and absolutely brought the house down!

 

There was a brand experience and lounge activation all three nights featuring super cool dome structures with great lighting effects, customized screen print t-shirts, a Vine Studio to beef up your social media game at the festival, watch VR footage of other music performances in the Samsung VR area, a relaxing space to charge your devices while watching DIRECTV, a 360-degree photo op, Tip Off Tailgate, a 3-day tailgate activation outside nrg Stadium, AT&T Charging Zone featuring valet and while-you-wait charging, along with live DIRECTV to watch pre-game coverage!

 

 

 

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MKTG INC @ Cannes Lions 2015

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A team from MKTG INC recently traveled to the Cannes Lions International Festival of Creativity. The festival is the annual mecca for the global marketing communications industry, with the most powerful brands, media outlets, agencies of all kinds (advertising, PR, experiential, digital, technology, data, social, mobile, creative, and many many others) – approximately 15,000 people, flocking to Cannes to network, to visit brand experiences, to close major deals, to learn, to meet a lot of people, and in many cases take home some hardware.

Sure, the setting is seriously glorious, but it is honestly a beast of a week. Think Sundance or CES…at the beach…in the South of France, in the summer. You are running, watching a panel on a rooftop in 85 degree heat, then running into a freezing cold conference room and back again, and grabbing food along the way, usually until sundown when things slow up a bit.

Luckily, my friend Julie Thompson, a 16-year Cannes Lions veteran, wrote this hugely insightful article for Adweek, that I used as gospel to make sure I made the most of my four days in Cannes. Even with Julie’s help, I still overbooked myself, but not complaining.

Between the client and press meetings at our home base, the Dentsu Aegis Beach House, panels, Q&As, creative showcases, press sit-downs, more panels from Adweek, Medialink, digiday, LinkedIn and visits to Google Beach, Facebook’s Hacker Square, and my favorite stop, The Girls Lounge, I averaged 22,000 steps a day according to my trusty companion, my FitBit.

Anyway, rather than yarn on, I figured I’d share with you some photos I snapped along the way:

 

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NBA All-Star Weekend a Slam Dunk

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NBA House

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The spectacle of NBA All-Star, one of the most electrifying sporting events in the world, came to New York City in February 2015. MKTG INC worked with the NBA to develop and produce a concept that would bring all NBA Fans together in celebration of basketball and its unique connection to NYC.

Welcome to the NBA House, 2015 All-Star edition. 70,000 sq ft of basketball activities, sponsor activations, and legendary NBA player appearances. Player appearances included Anthony Davis, Carmelo Anthony, Kevin Durant, Robert Parrish, and the one and only Kareem Abdul-Jabbar.

This was an extraordinary first-class entertainment experience with the NBA’s brightest stars and their fans at the center of it all.

Over 21,000 fans stopped by NBA House during its 7-day tenure in Manhattan and left with a memory that will last a lifetime.

Written by: Michael Del Monaco

Gatorade “Be Like Mike”

On Friday, Feb. 13 during NBA All-Star week in New York, Gatorade allowed fans to step into the shoes of Michael Jordan by taking part in a series of athletic challenges to celebrate the return of “Be Like Mike,” one of sport’s most iconic commercials­. Students from area high schools, media members and even Nick Cannon recreated iconic moments that defined Jordan’s career—they shot, dunked, won and even dressed like Mike! The event was captured in an online video right before the All-Star game launched a social media campaign encouraging fans to show how they #BeLikeMike.

Guest speakers were NBA legends Horace Grant and Dominique Wilkins. They shared their experiences playing with and against Jordan in such epic moments as the 1988 Slam Dunk Contest and “The Shot on Ehlo” during the Bulls 1989 Eastern Conference Finals victory over the Cleveland Cavaliers. The event was another celebratory milestone for Gatorade during its 50th anniversary year.

Written by: Mary Kate Pleggenkuhle

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Getting Down to BizBash with David Adler

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David_Adler.jpgFounded in 2000, BizBash is the leading trade media for the event industry. BizBash publishes magazines and e-newsletters, hosts websites, and produces trade shows and award shows for event professionals. In this two-part Q&A, we sat down with its founder and CEO, David Adler, to discuss tips, trends and his favorite events of 2014.

You are 100% engrossed in events. What attracted you to the business?
In the late ‘70s I started a society magazine called Washington Dossier in Washington, D.C. It was so fascinating to go to events with politicians, White House officials and Washingtonians who were more interested in events than they were in their day jobs. I learned that political organizers are really event organizers. They loved getting people in a room and using every trick in the book to persuade them to their point of view. It was the intersection of public relations and face-to-face events; I saw that people listen when they’re not distracted, and at events you’re forced to listen to the person standing face-to-face with you.

What do you think is the one essential element of every really great event?
Every event detail is designed to make people remember where they were, what they did, who they talked to, and what they gained. BizBash president Richard Aaron feels that all event organizers should be “memorologists,” creating moments that people actually remember.

One essential element for event organizers is to understand the neuroscience of events. They need to know what colors create an impact on the mind, how music changes the way we think, how scent affects how we feel. The science of events studies how the mind works and how people interact.

What to you are the most important objectives of any good event?
The goal is to get the right people to your event; getting to that point is harder than it looks. You need great audience generation, a reason for them to stay, and something that stimulates conversation and creates a shareable, indelible impression. In the old days, that was done through word-of-mouth conversations; today we have social media to help amplify our message.

Most events want to accomplish three basic things:

1. To sell things to others (ideas, products, or concepts)
2. To motivate people to sell things to desired audiences
3. To create networks of people who are motivated around a concept so the word can be spread

Even the most fun event has some sort of agenda. Understanding your agenda is now part of the strategy for event organizing and event marketing.

How has the industry changed in the last 10 years?
The most important thing is that the event industry is now really being taken seriously. I used to say that people in the event industry always had to sit at the children’s table. Now, 25% of marketing budgets are allocated for events—we are beginning to really understand the science of how people interact and the power of that interaction.

Really brilliant planners are studying everything from registration and ticketing, to the experience of being at an event, to the post-event ROI. Marketers are using innovations and activations to create conversations. People like Alex Pentland, who wrote the book Social Physics: How Good Ideas Spread, are reinventing the power of interactions and conversations, as they have the power to change the world. It’s important to note that we are no longer hosting events for the people in the room, but rather for their social networks. Social media has been the ultimate game-changer.

What advice would you give to someone who wants to get into this business?
I’d say that understanding neuroscience is one of the key learnings to being an amazing event organizer. I call event organizers “programmers of human interaction;” having the skills of understanding human behavior and putting those practices into action for events. I find that people involved in their school and college activities naturally seem to gravitate towards events. They understand the importance of human interaction.

It’s also important to be a bit of an extrovert, being able to effortlessly talk to people. It’s a lost art, and the most impressive people are the impresarios who know how to connect people. Connectors are natural event organizers.

Another great attribute for somebody who wants to get into the business is to be an expert on the concept of “surprise and delight.” Understanding strategy and being able to be creative, as well as organized, is a very important skill.

Stay tuned for Part 2!

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Social Media: What Moves Your Audience

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Spaceballs_combFigure 1: Combing the desert in “Spaceballs”

There comes a time where photos of pancakes during Saturday brunch, random selfies in the park or outrageous political rants become too much handle on your social networks. It’s part of the reason why you un-friend someone on Facebook (in many instances on their birthdays), unfollow them on Twitter or block them on Snapchat. Simply put, it’s noisy and irrelevant.

Though we all crave constant interpersonal connectivity, many find that connection-based social networks and apps leave with you a tremendous rolodex of contacts and robust streams of content, but have shortcomings when trying to share with the people you really care about.

Matthew Bryan Beck, a NYC-based journalist and advertising strategist, exposes a timely topic of what he thinks is the future of social media: mobile tribes.

Just as tribes define membership by ‘different groups, movements, cultures or ideologies,’ we “band together in subpopulations of shared interests, tastes, demographics and marketplaces.” We, along with traditional tribes, then mobilize by choosing and controlling with whom we connect, communicate and share on a regular basis.

Brands and corporations – like consumers – seek to remain in control of how they engage their audiences. Where a Facebook ad spend or a Twitter buy may fall short in breaking through the noise, marketers invest in new platforms to camp out where their mobile consumer tribes roam. Though that’s much easier said than done. Beck asserts, “the age of the mega platform is over.” Consumers have become nomadic in their social-media sharing, app usage and content consumption, leveraging multiple platforms and devices simultaneously to tap into each of their disparate ecosystems.

At Bonfyre, we believe we align well with this trend. Each “bonfyre” is like it’s own ecosystem – an exclusive social network enabling brands to better engage their audiences with targeted, real-time consumer engagement around events and groups of people. The level of control is two-fold: participants “opt in” to the bonfyre – typically through a link, QR code or location-based invites – while the brand decides who’s invited, the content participants can receive and the manner in which they can share (“read-only” chat, moderation, etc.).

Ultimately, marketers should deploy an arsenal of apps, social media sites and experiences to better reach their tribes. There’s always a good story to tell, sometimes it’s just about camping out and listening in.

Seeking a mobile solution for your brand, client or organization? Contact us to learn more.

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Yahoo! Fights Back With A Googler As CEO

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Marissa-MayerPhoto Credit: Fast Company

Many of us have forgotten about Yahoo! as the company has struggled to innovate. The fiasco with the last CEO Scott Thompson having fake credentials wasn’t a confidence boost for the public either.
Possible replacements were being thrown around and it was speculated that the interim CEO, Ross Levinsohn,  was expected to be announced any day. Hulu CEO publicly came out and said he was not interested in the position.
Monday came and out of nowhere, Marissa Mayer of Google was announced as new CEO. She was an early Googler (#20) and has been involved in many of Google’s hit products. Marissa was responsible for keeping the Google.com homepage simple and easy to use.
Big things are expected of her as she is seen as a product visionary. Some are hoping she can pull a “Steve Jobs” turnaround for the company.
Did I mention she is also expecting a baby. Congrats Marissa!

Many of us have forgotten about Yahoo! as the company has struggled to innovate. The fiasco with the last CEO Scott Thompson having fake credentials wasn’t a confidence boost for the public either.

Possible replacements were being thrown around and it was speculated that the interim CEO, Ross Levinsohn,  was expected to be announced any day. Hulu CEO publicly came out and said he was not interested in the position.

Monday came and out of nowhere, Marissa Mayer of Google was announced as new CEO. She was an early Googler (#20) and has been involved in many of Google’s hit products. Marissa was responsible for keeping the Google.com homepage simple and easy to use.

Big things are expected of her as she is seen as a product visionary. Some are hoping she can pull a “Steve Jobs” turnaround for the company.

Did I mention she is also expecting a baby. Congrats Marissa!

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July 18th, 2012 at 4:06 am

Lower Energy Bills = Happy Homes

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1280-Nest-happy-homePhoto Credit: FastCompany.com

Apple advertising usually makes the top of most lists for great advertising. We wouldn’t expect anything less especially from companies that have Apple veterans running them.

Nest, a smart thermostat company, was founded by Tony Faddell, the father of the iPod. The company has partnered with Goodby Silverstein & Partners for a new Happy Home campaign that includes TV spots showing homes that are happy from the outside due to the energy savings going on inside.

The campaign is also promoting the campaign on Pinterest where the company is holding a contest for followers to post pictures of “Happy” homes. What a good use of Pinterest!

If you haven’t had a chance to check out what Nest is doing, check out their website and the TV spot.

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July 11th, 2012 at 5:22 am

Will Mobile Ads Compromise the User Experience?

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Mobile AdPhoto Credit: William Hook

Mobile phone use has become pervasive in our lives – there are now 5.3 billion mobile subscribers worldwide, with a recent study showing that 3 out of 5 U.S. smartphone users do not go longer than one hour without using their phones. So, it only makes sense that advertisers are taking note and looking to connect with consumers in the places they spend the most time.

With that in mind, all of the major players are taking steps to beef up their offerings in hopes of cracking the promising mobile market. Both Facebook and Twitter have seen their mobile ad revenue surpass their web offerings. Following suit, LinkedIn recently announced that it too will soon begin to offer more mobile advertising opportunities.

At the end of the day, advertisers and Web giants alike recognize the need to sell more targeted and effective ads, and mobile is a prime opportunity to do just that. But, since mobile displays offer such a limited amount of space, the challenge becomes integrating ads in a way that doesn’t compromise the user experience.

A great example of this is Twitter’s “Quick Bar,” launched last year, which hovered at the top of screens to prominently display sponsored placements. However, after strong user complaints, this feature was quickly removed. This March, Twitter announced it would again enable mobile Promoted Tweets, but these would remain in feed and only where relevant, an obvious move to compromise with users. In a similar stroke, Facebook is now offering Sponsored Stories for mobile, which enables advertisers to place content in users’ news feeds. The social network will have to walk a fine line between inundating users and creating ROI for advertisers.

As the pressure to monetize mobile apps increases, it will be interesting to see how platforms maintain a quality experience lest they begin to lose users by cluttering interfaces.

Written by: Kristen Winzent, MKTG INC

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June 26th, 2012 at 12:56 pm