marketing Archives - CerconeBrownCompany

Experiential Marketing and the Electric Spark

Experiential Marketing. We hear the word tossed around at marketing conferences, in PR pitches, and in Adweek articles, but what is it exactly? Our VP of Experiential PR, Noelle Guerin, is here to explain the ins and outs of experiential marketing, a strategy that engages an audience with a real-life invitation to experience a brand and everything it represents. And not to mention, something CBC has been doing since before it became a buzzword.

Charleston Experience in Charleston, South Carolina

The Power of Experience

The travel industry was built on experience – just look at the print publications that are surviving and thriving (Travel & Leisure, Conde Nast Traveler, Coastal Living). Across their glossy pages, these publications offer a promise of experience, highlighting companies such Airbnb, a company that has made travel more accessible and affordable. The younger the generation, the more desire there is to be seamlessly integrated into the fabric of a destination and “travel like a local.”

Millennials are savvy consumers and have found out how to go where they want to go in an easy and affordable way. What does this have to do with experiential marketing? Everything. It’s the exact ideology we tapped into in the first place when designing our approach. How do we create events that bring a brand to life? How do we give press, and eventually consumers, an emotional connection to a brand that they can touch, feel, and interact with in an authentic way?

Fall House in Santa Barbara, California

That Electric Feeling

I have thrown the word “experiential” out there in more new business pitches than I can count. When I started my career over fifteen years ago, I would see brand heads go wide-eyed as soon as I mentioned it, because it was new and innovative. In a lot of ways, “experiential” became the philosophy of Cercone Brown Company.

Our HOUSE programs are often referred to as “experiential” – I mean it’s part of my job title for goodness sakes – but the truth is, it’s not JUST the HOUSE programs. Everything we do within the agency is seen through an experiential lens. It’s how we think and create.

FIT House in Palm Springs, California

Summer House in Nantucket, MA

I have often been accused of actively drinking the Kool-Aid (insert eye roll over industry cliché here) in client meetings. You’d think I’d be jaded at this point by people speaking with passion about their brand but it’s quite the opposite. I couldn’t continue to do this job if I didn’t have a burning desire to bring a brand’s story and vision to life. I firmly believe that the only way to do that – the ONLY way for media and consumers to understand your brand fully – is to give them an authentic experience with it. Believe it or not, this isn’t just limited to consumer brands.

I’ve worked on everything from broadcast technology platforms to healthcare companies (and everything in between) and the only way to create a loyal consumer is to give them a deeper understanding (i.e. experience) of the brand. It doesn’t have to be the physical (tasting, testing, feeling; though it helps), but it could just be the emotional expression of the brand. Every brand has a competitive space and the ones that are creating experiences for their audience stand out and thrive in this landscape.

Derby House in Louisville, Kentucky

Bringing Brands to Life: What’s Your Lightning in a Bottle?

As an agency, we always thought in an experiential way – we were doing in-market retailer summits for Timberland long before “experiential” was a thing. When we first started our HOUSE Programs with Summer House, we were working to fit outdoor lifestyle and fitness brands into the beautiful setting of Martha’s Vineyard. Now, we bring a variety of brands, from General Motors to New Balance, to the island of Nantucket as well as 30+ press and influencers to experience these brands in a real and authentic way. It works. They get it. They leave the island as brand believers, which is so much more than just one piece of coverage.

Over the past twelve years we have expanded our HOUSE programs and currently provide fourteen per year, each with their own “theme” and set against beautiful backdrops such as Palm Springs, Napa Valley, Aspen, Charleston and many more. This formula works and we have perfected it over the years to ensure that our brands are receiving maximum exposure and amazing content.

Aspen Experience in Aspen, Colorado

After fifteen years, I’m not sure I can be 100% objective but when I see what we bring to life for brands like Ocean Spray, Buick, Omaha Steaks (on the client side) or the incredible content that we create all over the United States, I feel fairly certain that not many do it better. The energy you feel between staff, crew, brands, media, and influencers is a clear indication that we’re doing something right. The on-site EXPERIENCE is electric and it makes all the hard work that goes into it worth it. To me, that is why experiential marketing is essential for all brands. When your brand can incite a feeling – an electricity in another person – that becomes your lightning in a bottle.

Culinary House in Sonoma, California

Interested in exploring one of our Experiential Marketing programs? Head on over to our website for a deeper dive into what we do.

August 1, 2018

A Cultural Shift, Fashion Marketing for Athleisure

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Over the past few years, “athleisure”—a clothing trend combining athletic wear and casual attire—has taken the fashion world by storm.

In an article from Business Insider, Dennis Green says that athleisure has changed the fashion industry to the extent of creating an entirely new category of clothing.

The popularity of athleisure reflects a lifestyle change towards health and fitness—a movement spearheaded by millennials.

And as many fashion brands are acknowledging, appealing to this new health-savvy population of fashionistas rather than dissuading them is the trick.

Any marketing expert can tell you that understanding the audience and its desires is key. Per a Harris poll, 72% of millennials prefer to spend their money on experiences, rather than material things. As athleisure clothing is typically worn for an experience, such as working out or hiking, they are more likely to spend their money on it.

Out of the numerous brands that have caught on to the trend, Lululemon could be considered the pioneer.

From the start, Lululemon never had to truly change its marketing strategy. Millennials ignited the cultural emphasis on health and wellness, bolstering the marketing success of companies like Lululemon that already had products catering to exercise and outdoor activities.

A mixture of well-established fashion brands and niche brands have answered the athleisure trend. Old Navy and Target offer low-price athleisure gear, while more high-end fashion brands such as Tory Burch have created their own lines of athleisure clothing.

Meanwhile, smaller brands like Outdoor Voices launched in response to the demand for athleisure products.

Many speculate it was only during the height of the athleisure craze in 2015 that these other brands began to mimic Lululemon’s marketing practices.

The beauty is, this trend isn’t just for the millennial demographic. At CBC we’ve worked with female apparel brand Garnet Hill to spotlight their own athleisure line with content that is more than just about the physical piece – it’s about the lifestyle you live while wearing it.

In our opinion, these companies have the right idea. They appeal to this athleisure-crazed audience by promoting healthy experiences in a comfortable, fashion-focused way.

July 20, 2017

Storytelling in the Digital Age

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We live in the age of digital storytelling. While social media influences how consumers communicate their personal stories, an advertiser’s job is to harness technology and use it to shape an authentic brand narrative that resonates with the audience.

Digital storytelling is fluid and requires constant self-education. As it evolves quickly (and sometimes unpredictably), brands must engage strategically.

To understand where we are now, we have to look at how digital storytelling has evolved overtime.

The birth of Facebook

When Facebook hit the scene in 2004, users were thrilled to be able to share pieces of their lives in a virtual, easy way.

In 2009, Facebook introduced brand pages for companies to connect with their audience and then enhanced its storytelling offerings in 2011 with the implementation of a timeline, cementing itself as the go-to connection channel.

An example of massive brand success via Facebook is Tasty, the food brand owned by BuzzFeed known for its interactive recipe videos. Their content ensures that users stay on Facebook longer, links to e-comm, and generates ad revenue.

The Twitter egg hatches

The Twitter bird flew onto the scene in 2006 and started as an outlet for quotes, quick statuses, and celebrity updates. Today, Twitter has transformed into a driver for media, news, and entertainment. It is also used as way to directly connect consumers to brands.

JetBlue effectively uses Twitter for customer service and real-time updates. They make sure that their brand story is all about how well they care for their customers.

Twitter has remained consistent in its delivery of stories, while its digital counterparts advance according to the demands of a hungry digital audience. But beware, headlines and hashtags are only one piece of the brand story.

Instagram enters the playing field

Instagram capitalized on the visual trend, impacting what people expect to see. Despite its roots, it is no longer just a photo-sharing company.

Its methods of visual communication have evolved tremendously from static images, to short videos, to live and real-time stories.

We at CerconeBrownCompany have embraced this new feature to connect with our own consumer base – brands and potential clients! Our Instagram and Stories are a hub of all the happenings at our House Programs.

As digital storytelling evolves in accordance with the way consumers communicate, brands will need to exhibit a willingness to experiment and adapt right alongside existing and emerging platforms.

July 6, 2017

Brand Positioning: Apple’s HomePod

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Apple has undoubtedly changed the face of the tech world, and the company has cultivated a loyal following while contending against its rivals. But they’re about to put their brand positioning to the test as they introduce their newest product since the Apple Watch: the HomePod, due to release in December 2017.

The new Apple HomePod poses a challenge to other voice-controlled speakers currently on the market, like the Amazon Echo and Google Home, despite their similar functions including spatial awareness, advanced sound technology, voice recognition, and mobile apps.

All it takes is Apple’s brand positioning and loyal cult following to set their new products apart from the competition.

The force of Apple’s brand—arguably the supreme manufacturer of 21st century technology—significantly strengthens the appeal of the HomePod.

The HomePod’s ultimate goal (to “reinvent home music” as a “breakthrough speaker”) only bolsters Apple’s authoritative positioning, a powerful stance on the project of combining the right blend of smart speakers and good music—something that, according to Phil Schiller in a recent presentation, has not been achieved yet.

Not until the HomePod. Or is this true? By virtue of originating directly from Apple, the HomePod may seem to have certain advantages. But do all consumers believe this?

According to Schiller, Apple’s signature A8 chip also allows the HomePod to have the “biggest brain” in any speaker. However, even with the hype—the HomePods’s reception among potential customers has been lukewarm.

Our prediction? HomePod will be a success—but not due to its claims of breakthrough technology and features. The brand awareness of the Apple name and customer loyalty will be the true reasons behind its success.

What do you think?

Source: https://www.apple.com/homepod/

June 13, 2017

How Can Brands Use Snapchat?

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In September 2016, Snapchat rebranded to Snap Inc., in an effort to distinguish the company from its product. Later that year, the company officially filed documents for an initial public offering (IPO) with a predicted value of approximately $25-35 billion.

As the company expands its horizons, so does the app itself. Snapchat is growing up and it is our responsibility as marketers to grow with it. With more than 240 million monthly users, Snapchat is providing more and more opportunities for brands to extend their reach by taking strategic advantage of its features.

Learn from those before you. Below are some ways that brands have successfully utilized the platform.

BMW On the Move

As the primary sponsor in North America for CNN, BMW rolled out a series of short video ads on CNN’s Snapchat Discover section. Later, BMW followed up by creating a microsite that allows consumers to write, draw and design messages on a holiday-themed red BMW X4 SUV with a snow-covered windshield.

By targeting the millennials through their beloved mobile messaging app, BMW is able to reach a younger consumer group for the sales of X4 SUV model. However, it is still a question whether this is a wise placement that led to more purchases.

Sports Game Time!

Both Under Armor and Gatorade have created special campaigns to put on Snapchat. First, Gatorade designed a low-pixel tennis game that can be played directly on Snapchat. In this interactive way, it was able to generate more significant impressions on the audience.

Under Armor, on the other hand, not only designed a Snapchat game, but also launched 10-second Snap Ads on the sports channel of Snapchat Discover.

Olympics and America

During the last summer Olympics, seven big brands partnered with Snapchat. Walmart highlighted its patriotism by supporting more American-owned business and a study later proved that 34% of American shoppers said they would be more inclined to opt for Walmart after seeing the Snapchat ads.

To promote The Angry Bird Movie, Sony Pictures created a 360-degree marketing campaign across television, digital, and social. On Snapchat, they created seven short film pieces of which two show clips from the film.

As Snapchat continues to update, more features will be presented to accommodate marketing and advertising opportunities for brands.

February 2, 2017

Creative Campaigns: Changing the Way Digital Campaigns Work

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A seasoned agency recognizes that media consumption nowadays is more than just the initial viewing experience: it’s all encompassing. Your audience wants to engage, comment, share, and experience it. The ability to tap into this insatiable consumer behavior is what makes creative viral digital campaigns.

In other words, a few small changes in how you’re approaching your audience and the creation of an interactive campaign could leave you rolling in thousands of free and easy impressions.

So what changes can you make to produce campaigns that are powerful enough to reach unprecedented audiences?

A West Jet Christmas Miracle

In 2013, Canadian company West Jet went from bargain airline to leader in the industry after releasing a video that quickly became an Internet sensation. On Christmas Eve, the company sponsored a real-time gift-giving event in two different airports to spark buzz.

To complete this goal, West Jet had to get creative to foster positive brand image from customers.

Always is Always Innovative

To drive conversation, Always took a negative stereotype about girls and molded it into a positive branding strategy.

Cardstore Has A Breakout Moment

Cardstore by American Greetings posted a video 2 years ago called #WorldsToughestJob that has almost 27 million views. People were interviewed for a job with “unlimited hours” and “no breaks” on top of an increased workload on holidays … but the audience didn’t find out what the job was until the end.

At the end, it was revealed that they job was in fact being a mother. Since they do so much you should probably get them a card … from Cardstore.com, of course.

Jet Blue Wins Big

Recently, Jet Blue created a viral campaign, which shined a positive light on crying babies during flights. The advertisement was so successful it earned them the 2016 Grand Brand Genius Award from Adweek.

With every creative and innovative campaign, consumer expectations get higher and higher. Do you have what it takes to go viral?

November 10, 2016

We Must Diversify in Order to Disrupt

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Over the past decade, we have seen tremendous strides in advertising diversity, from gender to religious beliefs. However, let’s not pat ourselves on the back just yet. There is still so much room for more progress in attaining equal representation of these marginalized groups.

White male dominated agencies, like in the show Mad Men, still exist today.
Photo Credit: from Justina Mintz/AMC

Why Agencies Benefit from Increasing Diversity in their Workforce

At its most rudimentary level, advertising and marketing campaigns are meant to capture the attention of audiences. We do that by creating content that is relatable and strikes a universal chord. For minority demographics, we believe the best way to create content that resonates is to let them tell the story.

Agencies without a diverse staff are more limited in their understanding of their various target audiences.

With so many talented individuals from diverse backgrounds, why should we make our jobs harder by excluding their voices? We should embrace a breadth of perspectives as a way to stimulate industry progression and inclusivity.

As Pepsi Co. Executive Brad Jakemen puts it, “Innovation and disruption does not come from homogenous groups of people. Quite the opposite. They come from collections of people with different life experiences coming together with a different perspective on the world. Different ages, races, sexual orientations trying to solve a problem from a different standpoint.”

Brands Pushing for Change

A few brands – including Pepsi Co., Verizon, HP, General Mills – have spearheaded this initiative by pressuring their agencies to hire diverse individuals. They’ve asked agencies to propose plans for how they will boost representation at all levels within their workforce.

The SMO for Verizon, Diego Scotti commented in a New York Times article that, “Marketers are expected to have a deep understanding and insight about their markets, about decision makers and about customers. We are more likely to create solutions that amaze our customers if our workforce and suppliers represent the communities we serve.”

We at CerconeBrown applaud the steps these brands are taking, but recognize there is still progress to be made. When new and unique perspectives are brought into the creative process, everyone wins.

November 10, 2016

Marketing to Humans

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Controversy was sparked last year when Target went gender neutral with some of its products; with it came an important conversation amongst brands about the potential pitfalls of playing into gender stereotypes.

Many consider gender to exist on a spectrum rather than a male-female binary, causing brands to realize that consumers are more complex than gender stereotypes might suggest. The result: brands that are more inclusive of all gender identities.

At Cercone Brown, we’re calling this a “Marketing to Humans” revolution.

THINX

THINX, a brand that sells underwear specifically for a person’s menstrual cycle, is challenging gender norms with its “People with Periods” campaign. The ad features a transgender man, suggesting that females aren’t the only ones who would benefit from their products.

ZARA

Many high-end fashion lines strut androgynous – gender-neutral – clothing on the runway, however, ZARA is one of the first clothing brands to make this look mainstream with their “Ungendered” collection.

Covergirl

Makeup isn’t just for ladies anymore. Covergirl has introduced 17-year-old social media darling James Charles as their first ever CoverBOY.

Meet James Here

Veritas Genetics

We at Cercone Brown are joining this movement to remove gender stereotypes from marketing, particularly through our work with Veritas Genetics – a whole genome sequencing startup that also markets tests for breast, ovarian, and other cancers by testing for BRCA mutation.

A mutation on the BRCA chromosome can increase the risk for breast cancer in both men and women. Among our many objectives is to build awareness that both women and men are at risk for breast cancer.

There is still a long way to go until marketing is truly intersectional and representative of all identities, but these brands are helping lead the march towards progress.

October 21, 2016

People Remember Experiences, Not Products

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For brands that want to have a lasting impact, one thing is important to know: people remember experiences, not products.

Why it’s Important

Experiential marketing and branded entertainment immerse consumers into brands, forming positive associations and sometimes inspiring them to become brand influencers.

Through events and other branded entertainment, you give the consumer a tangible experience so that they will remember your brand. When they go to make a purchase in your category, they’ll remember that experience.

How you can implement it

The types of events and branded entertainment you host can range from strictly informative to wildly creative. Many brands set up booths at trade shows and other events to give consumers a more personal, in depth interaction with their brand.

image courtesy of Krista K. Catian, NAVFAC Pacific Public Affairs https://www.flickr.com/photos/navfac/10461564004

photo courtesy of Nick Gray https://www.flickr.com/photos/nickgray/358452789

Some brands try to reimagine the way consumers engage with their product by putting on interactive experiences.

Merrell’s virtual hike

It’s also important to leverage social media. Posting builds buzz and creates an online community to share the great experiences they had with your brand.

Follow Our Lead

We at CerconeBrown know just how important experiential marketing and branded entertainment can be. That’s why we frequently help hold pop up shops, mobile boutiques, and special events for our clients. Additionally, we host our House Programs multiple times a year, where influencers get mini vacations at locations across the country, allowing them the opportunity to engage with our clients’ products. We know that they may forget an ad, but they’re sure to remember an experience.

September 30, 2016

Creative Marketing Convinces Kids to Eat Their Vegetables

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Moms everywhere struggle to get healthy food into their kids. We cook Jessica Seinfeld’s cakes baked with smash cauliflower and create clever names for celery/peanut butter/raisins combos. We make our fruit look like holiday stars and smily faces. Parents have looked to marketing to help them get their children to eat healthy food for as long as kids have refused to eat it. And, it works.

In a new study published by Pediatrics, Cornell Center for Behavioral Economics in Child Nutrition Programs (BEN Center) researchers demonstrate the influence that marketing can have on kids’ food choices. In this six-week study, researchers decorated salad bars with vinyl banners depicting fun fruit and vegetable characters in 10 elementary schools across the country. In addition to the banner, researchers also placed a TV screen within close proximity to the salad bar and played education videos of the same animated fruit and vegetables while the children chose their meals. The study found that in schools where the banner was in place, 90% more children chose to eat salad than without the banner in place. In schools where the banner was in place and the video was running simultaneously, 239% more children chose to eat salad.

These results clearly demonstrate the powerful influence that marketing can have on kids’ food choices. So while big conglomerates are busy wooing our children with Tony the Tiger and the Trix Rabbit, care givers and educators have ammunition to fight back with their own benevolent broccoli and playful peppers, evening the playing field of how we shape our children’s perception of good, and fun, food.

To learn more about this study, see Cornell Food and Brand Lab’s video, An Upside of Marketing Food to Children.

September 9, 2016

Reaping the benefits of Instagram’s new “Stories” feature

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Instagram and Snapchat are neck-and-neck in the race to win loyalty of social enthusiasts around the world. Whether you’ve naturally opted for the stream of content bites that come with Snapchat or the picture-perfect wanderlust reality filling your Instagram feed, the time may have come to finally pick your poison.

On August 2^nd, Instagram launched Instagram Stories, an exciting feature with strange familiarities to Snapchat. With over 400 million active users, we are psyched that one of the most brand-friendly social networking services is tapping into the ‘real-time’ video trend. Instagram is positioning their Stories feature as the solution to the excess posting that comes with Snapchat and other apps that promote video. Since the Stories live in a separate space on Instagram, it makes it possible to post without over saturating your followers’ feeds.

So what does all of this mean for your brand? So glad you asked.

One platform, no worries

If you already have a strong presence on Instagram, the Stories feature gives you the opportunity to post more playful content more frequently – without being forced to build a whole new audience.

Courtesy of J.Crew Instagram

Keep your influencers close and your users closer

Instagram is a buzzing hub of established social influencers in every sector. With the Stories feature, you can maintain your partnerships AND create more complex video campaigns for both audiences. The cherry on top? Spontaneous and frequent content feels more authentic, and this authenticity will likely attract more user interaction and brand loyalty.

Courtesy of NASA Instagram

Reach your users the unpaid way

When you post a story, your account will show up at the forefront of your users’ feeds with a colorful ring around it. This top-of-feed, top-of-mind strategy opens up the coveted door to place organic content in laps of your users.

Courtesy of Starbucks Instagram

Just be careful not to flood their feeds with low-quality content!

Disappearing content

Micro campaigns, flash contests, experimental content – there is no limit to the spirited approach you can take to Instagram Stories. The 24-hour deadline means you can test the waters of different types of posts, and then roll them out on your regular feed if they perform well.

Courtesy of Loft Instagram

Stories are temporary, but the fans are forever

There are no “likes” or “comments” with Instagram Stories. Your users can only respond by sending a private message to your account, which is amazing for beefing up brand-client relationships and gaining private feedback.

Courtesy of Taco Bell Instagram

Will Instagram Stories last? Or will it suffer the same fate as the channels’ other tried-and-failed features like Bolt? Our secret hope? That Instagram hops on the facial recognition game. Snap-fiends love their flower crown filter.

August 31, 2016

Take Advantage of Facebook Live

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In April 2016, Facebook CEO Mark Zuckerberg gave live streaming new meaning when he rolled out the Facebook Live Application. This gateway for both brands and users to engage in is an influential marketing tool that many companies are not taking advantage of … and they should be. Streaming in real-time provides the ability to field your audience’s burning questions and tailor content based on the reactions of your followers.

Live Q&A with astronauts on the International Space Station! L…

Live Q&A with astronauts on the International Space Station! Leave your questions below.

Posted by Mark Zuckerberg on Wednesday, June 1, 2016

Below are a few ways marketers can benefit from Facebook Live:

Reach New Audiences in New Ways

Facebook Live gives users the opportunity to watch content on your brand’s Facebook page in an automatic, non-pervasive way. Facebook Live posts will not only engage your current followers, but also attract new ones. Plus, tying a visual to your brand will garner invaluable reactions and comments. Partnering with another brand of influencer in a video is another way to extend reach with this tool.

Watch us explode this watermelon one rubber band at a time!

Posted by BuzzFeed on Friday, April 8, 2016

Connect in Real-Time

The Live feature gives you a similar function as that of a newscast or a television show – the ability to connect to your live audience and start a conversation. Loyal consumers of your product get a notification when you’re live and will ideally open the dialogue. As they comment, your brand responds in real time.

We got some great news on jobs and the economy this morning, and President Obama wants to tell you all about it. So pull up a chair in the Roosevelt Room next to his economic team and listen in!

Posted by The White House on Friday, March 4, 2016

Customize Your Story

Whether you are consumer or marketer, your Facebook Live story will represent you. With creative filters and tools, it is easy to express yourself on different forms in an instant feed.

Live at the Airbnb Treehouse at the World Premiere of The #JungleBook!

Posted by The Jungle Book on Monday, April 4, 2016

Exclusive Content

Live interviews, event coverage, and behind the scenes footage are all ways to share exclusive content with your following.

Live Interviews: Hit the streets! Steve Portigal for Interviewing Users states, “Interviews create connections between builders and the consumers. It makes the problems tangible and human”.

Watch our #GraziaxFB Brexit Debate with Stella Creasy, Yvette Cooper MP, Penny Mordaunt, Theresa Villiers and chaired by Anushka Asthana.

Posted by Grazia UK on Wednesday, June 15, 2016

Steaming Events: Red Bull rep. and pro wake boarder Steel Lafferty shows us some moves on the water for a Red Bull event using Facebook live.

Wakeboarding LiveStream!

Posted by Steel Lafferty on Wednesday, August 5, 2015

Behind The Scenes: Jason Carr, a former news anchor for FOX 2 in Detroit, updates Facebook Live viewers on a ride to a gig at WDIV-TV, Local 4 News … but he doesn’t tell that right away.

Hey!

Posted by Jason Carr on Monday, May 23, 2016

Live streaming is not just here to stay – it’s dominating the social scene. We suggest you don’t sit on the sidelines for this one.

August 24, 2016

Why You Can’t Get These Songs Out of Your Head

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The five senses play a key role in our consumer lives. Traditionally, many brands’ marketing teams have focused solely on sight when producing their creative work. However, today’s brands attract their audiences through another sense: hearing. Sound in marketing has now become a popular and expected asset.

Sonic branding is the strategic use of sound and music to build brands, used to trigger an emotional response from the consumer, elevate their experience with the brand, and build a relationship.

Why should every company use sonic branding? Not only does it help you stand out from the crowd, but it also makes you memorable. Some examples of brands that have created a short but catchy sound include T-Mobile, Microsoft, and Skype.

One of the biggest mistakes an agency can do is just slap on a good song without much thought. Just because you like a song or it’s popular among the general public doesn’t necessarily mean it’s the right fit for you.

Consider Royal Caribbean’s use of Iggy Pop’s “Lust for Life.” Sure, it’s a classic song, but was it the best choice for this particular brand? After listening to the lyrics, many people were confused as to why this brand would want their luxury cruise line associated with the lyrics.

However, some advertisements are paired so well with music that the two become timeless associations. It gets to the point where you can’t hear the song without thinking of the brand that popularized it.

For example, how will we ever forget the dancing Mr. Six in the 6 Flags Commercials to the Vengaboys hit, “We Like To Party”?

Just like we won’t ever forget when Target re-wrote the lyrics to Sir Mix-A-Lot’s “Baby Got Back”!

Some commercials are so trendy that the musical artist also spikes in popularity. The alternative rock group Phoenix became an overnight sensation after Cadillac’s SRX Commercial was released in 2010 with their hit song “1901.”

It’s safe to say that these songs will be stuck in our heads for the rest of the week. And with the demand of interactive marketing on the rise, we can’t wait to see which sense is incorporated next.

August 16, 2016

Garnet Hill Hits the Road in its Beautifully-Crafted Mobile Boutique

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It’s official – Garnet Hill has packed up a collection of its most beautiful home and apparel products and set its sights on the open road! Their mission? To connect with their customer in a tangible way and provide a unique touch-and-feel experience in the comfort of her own backyard

This August, we’re celebrating the launch of Garnet Hill’s Mobile Boutique – a pop-up store that truly takes the concept of “experiential marketing” to a whole new level.

Built to feel like a tiny, natural home where you can literally touch, feel, and shop all of the beautiful Garnet Hill products, the boutique is equipped with all of the homey essentials – kitchen, bathroom, bedroom, closet, and a roof deck.

The pop-up is an homage to the brand’s Beautiful, Naturally mantra and was stunningly designed by ModEco Founder and HGTV Container Home personality Drake Boroja from a converted shipping container. It showcases an array of the most beloved Garnet Hill products, and serves as a venue for community events including wine tastings, farm-to-table meals, and other demonstrations.

The mobile store began its pilgrimage in Franconia, New Hampshire, is currently moving south through the state via Exeter, and will end in New York City.

Join the journey! Follow along with #GHmobileboutique or visit their Events Page on Facebook for information on how to experience the boutique yourself.

August 12, 2016

The Worldwide Olympic Partners: They Do More Than Simple Promotion

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Like the rest of the world, we can’t wait for the Olympic flame to land in Rio on Friday and kick off of the 2016 Summer Games! In the spirit of the season, we’ve decided to pay homage to a few of the worldwide Olympic partners whose genius marketing strategies support this global event.

Proctor & Gamble

P&G became one of our favorites when their “Thank You Mom” campaign launched in 2012. This year, it continues to build with their recent Rio “Stronger” video. Their team has partnered with athletes and moms on their journey to the Olympic games in more than 21 countries around the world.

Source: Sheila Favretto

Coca-Cola

Coca-Cola never ceases to amaze with their marketing ploys! Their newest campaign, #ThatsGold, will feature not only the athletes but also the gold moments of the consumers of Coca-Cola. Their campaign will come to life through several, activations. Just look at some of these print ads already rolling out; we’ll stay tuned in to this one for any campaign engagement success. .

Visa

For this year’s Olympics, Visa launched its most ambitious integrated global campaign; the Carpool campaign. It will feature a group of 20 world-class Olympic and Paralympic athletes as they carpool their way to the games and, of course, pay for their adventures with Visa.

McDonald’s

McDonald’s has been an official sponsor on the Olympic games since 1976 and has a longstanding commitment to the Olympic movement. For this year, they will focus their marketing efforts on the future athletes of the Olympic games: kids.

Their “Friends Win!” Campaign, will send 100 kids from around the world to participate in the opening ceremony of the Olympics through McDonald’s Olympics Kids Program. Unlike other campaigns in the Olympics, their product is not mentioned or shown once during the TV commercial.

Samsung

Samsung’s “The Anthem” campaign breaks down global barriers by singing the anthem of another country. Younghee Lee, executive VP of global marketing for Samsung, states, “By singing The Anthem, fans and athletes across the globe can fee a shared sense of pride and unity and together celebrate colligative progress, which is integral to the Spirit of the Olympic Games.”

Sources: Vincent Rollandin, Mariana GC, 스티브 (Steve)

Slow clap for all of the brands involved in making the 2016 Olympic games a reality! It’s sure to be an exciting summer of sports.

August 4, 2016

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