Archive for the ‘Spotify’ tag

Q&A with psLIVE’s Peter Pearce

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Peter PearceFor this month’s Guest Column, we sat down with Peter Pearce, who heads up the Atlanta office for our new sister agency, psLIVE. Hear how he got where he is, where he’s going and why he loves his job.

Tell us about psLIVE – how do you describe the company to strangers?
My elevator pitch usually starts with defining “lifestyle marketing” (sports, entertainment, grassroots, retail) and who our clients are. Then I describe the work we do: Large-scale sponsorship activation, event development, mobile tours, sampling, street teams, staffing. You take it for granted because you live it every day, but the usual reaction is “that sounds like a lot of fun,” and it is!

What differentiates psLIVE from the competition? 
I think it all starts with our values – we live them every day. We are fiercely competitive, and our reputation for “doing it right” has followed us since inception. Secondly, the Dentsu Aegis push to collaborate across agency brands is a huge advantage – shared insights, tools and resources are a great business driver. Finally, we’re not just a creative, client-service and production agency. We are vertically integrated, with assets and services inhouse that many agencies outsource. This allows us to achieve budget efficiencies and get to market quickly.

What three words would you use to describe your staff?
Best. In. Class.

How did you get into this industry?
It’s sobering to realize I’ve been in the business for 18 years! I finished school and worked for the 1996 Atlanta Olympic Games after school, then I began in the agency world at what is now CSE (formerly Career Sports Entertainment). After five years, I helped open the Atlanta office of Strategic Sports Group, where I spent another five years building that business. I’ve now been with psLIVE (formerly Vivid and Team Epic) for eight years, and it has been a great ride so far.

Looking back at 2014, do you have a few favorite programs or campaigns your teams managed?
That’s hard because we emotionally invest so much in all our clients, but a few programs stand out. Our work on ESPN’s Heisman House is remarkable because of sheer scale, complexity and inherent logistical challenges. Our USTA work, which showcased the US Open of Tomorrow exhibit, really pushed the design envelope. And our work for AT&T is constantly evolving to keep pace with technology and continue to integrate into the consumer experience.

How has technology changed the way you approach the business? 
The smart phone has dramatically changed the event landscape, and we’ve leveraged technology in creative and compelling ways. We strive to design a pre/during/post-event engagement via mobile and social channels because mobile technology shortens the time between brand engagement and purchase. I see a bright future for two-screen interactive experiences at events, where you use your personal device to play on larger screens, or to create physical action onsite. You’ll also see more photo opportunities designed for selfies, and a decline in green screen/photo booths. Finally, I think beacons, NFC and other pushes to mobile engagements will become more prevalent in 2015.

What publications/website do you find most relevant?
I always try to stay current with AdWeek, MediaPost, BrandWeek, etc. to understand the broader media world. I also read traditional Lifestyle Marketing media like Event Marketer, Sports Business Journal and BizBash. However, I think the single most relevant website I visit frequently is Reddit – it’s truly the “front page of the Internet.” Although it’s not always totally PC, no other website captures the current cultural zeitgeist like Reddit.

What are your favorite apps?
The ones I use routinely are pretty limited, but my essentials are Uber, Spotify, Delta Airlines, Waze (traffic in ATL sucks), Open Table, GolfNow and Instagram.

What excites you about psLIVE’s integration with MKTG INC?
I’m most excited about the combined potential of two agencies coming together. The whole is definitely greater than the sum of its parts, and I’m looking forward to what 2015 holds. We’re so culturally similar: the type of work we do, how we do it, and everyone I’ve met along the way has been great!

What do you do to relax?
With this job, and two active kids under 10 at home, relaxation comes in small doses. I’m a formerly avid golfer, fisherman, skier and sailor, so I try to vacation where I can combine at least a few of these. Also, cocktails.

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SMIRNOFF ULTIMATE HOUSE PARTY

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Tired of seeing the same vodka commercial on repeat portraying an exclusive and lavish lifestyle that you can’t relate to? Sick of waiting in the cold for hours praying the bouncer will allow you inside a club you can’t afford? Smirnoff understands, and its new “Exclusively for Everybody” campaign proves it. So did their experiential Smirnoff Ultimate House Party tour, which partnered with Spotify to offer “everybody” to host their very own Ultimate House Party. Once the 4 lucky winners were selected, MKTG INC designed a house party specifically for the winner and threw it in their home town. Several entrants also won a three-month premium Spotify membership, furthering Smirnoff’s dedication to inclusivity – music for everyone. The winner invited attendees through a tactic called “Six Degrees of Smirnoff” – 19 of the winner’s closest friends were invited and then asked to invite 6 friends of their own. This, together with residential venues and decor, gave each event the feel of a real house party. While Smirnoff’s official DJ JayCeeOh spun the summer’s hottest hits, guests enjoyed snacks and Smirnoff cocktails served in mis-matched glassware. The winner’s bedroom was re-created and decorated with pictures and personal items along with posters reflecting their interests or hobbies. Each house was equipped with a game room, bottled cocktail and punch station, large graffiti wall for guests to sign and a movie theater.

The event series kicked off in New York for Colorado native Hannah Small and featured a surprise performance by Kelis. This event was followed by winner Justin Day’s Ultimate House Party in Dallas and and Meghan Reynold’s in Portland. The final event will take place in Warren, Michigan in October. Smirnoff partnered with Uber and Broadway Cab Company (in Portland) to ensure all guests arrived in style and got home safely.

Remember – for your next house party, grab a bottle of Smirnoff. Everybody’s invited!

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Rumble in the (Internet) Jungle: Part II

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Going back to the dotcom boom of the late ‘90s there has been a constantly evolving race to the top of the internet food chain, and recently it has become clear we have entered a new chapter in the struggle.  The Silicon Valley-led revolution is defined by super-connected young millionaires and billionaires, two of whom find themselves at the center of the fray.

Enter heavyweight CEO’s Larry Page (Google) & Mark Zuckerberg (Facebook), leaders of the first two true internet super powers.  Facebook, Foreman to Google’s Ali, withstood the first volley of the rivalry when Google+ failed (so far) to take a significant bite out of Facebook’s social networking pie.  Facebook’s counter offensive has since taken the form of Graph Search, a direct challenge to Google’s stranglehold on the search market.

Facebook is seeking to reinvent the effectiveness of the internet search by factoring in the recommendations, likes and check-ins of everyone in a user’s network.  For example, you could search for ‘Restaurants my friends like in San Francisco’ and be presented with a page of friend-endorsed options.  But the search capability, while an exciting tool, is just the beginning.  Owning search and the data it generates would also give Facebook the kind of information needed to mount a true challenge to Google AdWords, highly effective ads that target tendencies a user generates over time.  For marketers, it will mean the chance to better understand our consumers as they continue to funnel more and more data into one central location.

And as the Kenyan proverb goes, ‘when elephants fight, it is the grass that suffers.’  Expect the Yelps, Spotifys and Foursquares of the world to face an uphill battle as Facebook and Google continue to duke it out.

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Written by John Seiler
John Seiler

February 11th, 2013 at 8:59 pm