Next Stop: 1965

There was an incredible amount of buzz surrounding the season premier of AMC's Mad Men, which aired Sunday, March 25th. This chatter was rightfully earned, especially because it has been over a year since the fourth season ended. Viewers have been itching to see how the men and women of Madison Avenue will stir up more raunchy and dramatic entertainment. Newsweek was smart enough to latch on to this popular topic and mass following, and published a special 1960s Mad Men edition to bind the connection the weekly magazine once had with these driven advertising professionals. They also tried to imagine how a 1960s website would look (a bit contradictory...) and have created a temporary page over their original website to show us (it pops up when you go to the Newsweek site). 

The new issue features a cover story about the Emmy-winning show. That's not all. All of the advertisements in the issue are designed in the style that Sterling Cooper Draper Pryce (the fictional advertising company in Mad Men) might have produced. The ads are still for modern day companies, but readers might have to take a second glance to confirm it. Besides the blast-from-the-past advertisements, another extremely interesting aspect of this issue is the cover story, which was written by Eleanor Clift. She worked at Newsweek in the 1960s and attests to the show's accuracy (especially the relationships between men and women in the workplace... and the drinking... and the sex). The issue will on the stands this week (March 26th) and next week (April 2nd), so take a moment when you're walking by a newsstand to check it out! In the meantime, here are a few of the old-school advertisements that were designed specifically for this issue.
pictures courtesy of AdAge

Dunkin' Donuts really would have fit RIGHT in

An actual new model

The "Mayhem" character from the modern TV ads... so funny!

Tide ties in how long they've been around (1946)

I think it could be an interesting idea for a campaign. Instead of creating modern advertisements, an advertiser would place old-school style advertisements for the brand among the modern magazine ads. It would motivate readers to stop and spend time looking at the ad to determine why the advertiser went that route -- was it part of an overall campaign or a way to celebrate an anniversary? Either way, it's a creative tool to differentiate the brand's ad from the rest. It's a way to stand out. 


Interested in the advertising industry myself, I have become a loyal Mad Men fan and was sitting eagerly in front of the TV screen at 8:45 on Sunday night as I waited for the two-hour premier to begin. My thoughts? Well, I wasn't too impressed. To be honest, I was a bit disappointed that there was no real bang. Nothing screamed, "Mad Men is back and it's going to be a CRAZY season!" Luckily, they haven't lost me as a viewer because next week's preview looked incredibly dramatic and enticing. Phewf!


POGS,
AKtually Ashley

Let The Games Begin

“Hunger games. Hunger games. Hunger games.” That’s literally the only thing I’ve heard coming out of people’s mouths for almost a year. If I'm being honest, one of those mouths is my own. The Hunger Games trilogy, written by Susan Collins, is the new Twilight. Though the two plots have somewhat similar themes, The Hunger Games' story line appeals to a broader audience. For those who don’t have children, friends, or any connection to the outside world, the trilogy takes place in a dystopian future. North America has become Panem and is split into 13 districts. Every year, the Capitol (the oppressive government) holds the Hunger Games, which require each district to pick two teenagers (one male, one female) to participate in a fight to the death. The protagonist is Katniss Everdeen… and she’s quite the heroine.

The Hunger Games is “coming to theaters near you” on Friday, March 23rd. Yes, I’m attending the midnight showing on Thursday night and I am so excited (and such a dweeb). The point of this post, however, is to delve into the incredible digital and social media marketing tactics that Lionsgate has (and will continue to use) to promote the film. The integrated digital campaign, which is part of a much larger campaign featuring traditional promotional tactics as well, really highlights the most detailed aspects of The Hunger Games and allows fans to become part of Panem. Lionsgate's marketers understand that by using digital tactics as the forefront of their campaign, they are able to easily and immediately track engagement. As they observe the reactions of and interactions among fans, they can shape future phases of the campaign to increase engagement. 

One of the most creative and interactive tactics allows fans to become an official citizen of Panem… ID card and all. They have created an interactive website in which you can register for a District Identification Pass. Once you receive your assignment (district, occupation, citizen number), you can download it to your Facebook, Twitter, Google+, phone, or tablet. You can even order a physical District Identification Pass for free off Facebook. Once you register, you’re prompted to join your district on Facebook. Each district has their own Facebook page and a mayor, recruiter and journalist—by the way, these individuals are true enthusiasts and fans of The Hunger Games and were elected to their positions by “The Capitol”. By using these enthusiasts, The Hunger Games was able to push its message through multiple platforms and to broader audiences--the beauty of consumer generated content and brand ambassadors! It also creates a sense of community among The Hunger Games fans. “Panem citizens” are able to watch sneak peek movie clips and receive various rewards for taking their fandom to the next level. 

YouTube hosts “Capitol TV” with clips and special trailers. These videos can also be seen on each District’s Facebook page under a tab called "The Square", which was the main gathering area in each district in the book. You have to “Like” the page before you can see the info, but it has branded messages, warnings, advertisements, and various other film promotions.

In addition to various other strategic social media tactics... I haven't even gotten to Twitter yet (not going to, so check it out for yourself--sorry!), The Hunger Games partnered with Feeding America and the United Nations World Food Programme to fight against hunger. The actors of the film starred in a PSA to raise awareness about hunger in the US and around the world.

As you can see, The Hunger Games did A LOT to promote the upcoming movie, but due to the campaign's heavy reliance on social media and digital tactics it was incredibly inexpensive and effective. There were still frequent TV advertisements, 3,000 billboard and bus shelter advertisements, movie posters, and almost 50 magazine cover stories, but with the help of social media platforms, the integrated campaign motivated a TON of engagement. The key is to constantly give fans something to get excited about and share--that that is exactly what Lionsgate did for The Hunger games. I'm quite confident that the film will do extremely well in theaters, and hope that other studios and marketers in all industries realize the power of creative and engaging digital promotional tools as centerpieces of integrated campaigns. 

I’d be happy to tell you about some of their other tactics, but I really want to register for my District Identification Pass so I know where my loyalty lies on Thursday night. Oh, and did I mention there is an iPhone game? The Hunger Games: Girl on Fire.

POGS,
AKtually Ashley

Celebration of Music and Drinks

Marketers are finally figuring it out. Electronic dance music is here to stay and is a great way to entice teens and young adults (in this case, JUST young adults... 21+). The EDM industry provides a slew of up-and-coming, influential artists... AKA potential brand ambassadors and promotional partners. Absolut Vodka is ahead of the game and has roped in the famous Swedish House Mafia to create a collaborative multi-dimensional cocktail experience to promote the new Absolut Greyhound cocktail. The Swedish, grapefruit-spiked cocktail is Absolut's new signature drink, as well as the official drink of electronic dance music. The drink must be absolutely incredible, especially since it inspired Sebastian Ingrosso, Axwell, and Steve Angello's latest single... also called "Greyhound". 


"Greyhound" is a bit more low-key than Swedish House Mafia's typical instrumentals... though it still builds up, breaks down... bass drop, etc. I'm sure that was a strategic decision when considering the commercial aspects of the partnership... not everyone can handle EDM. The track is pretty good, but the accompanying video really finalizes the partnership. It's a Sci-Fi-inspired, desert dog race. It's incredibly futuristic, quirky, and dramatic. The three SHM DJ's appear underground and are the controls behind the three robotic greyhounds. They are essentially disc jockeys--get it?! Check it out.

Swedish House Mafia is big in the EDM world--and I mean BIG. The Absolut partnership adds to the growing number of musical acts teaming up with beverage companies in order to push culturally relevant brands. This partnership is perfect. SHM will take Absolut far... or will it be the other way around? Either way, the iconic Swedish brands have collaborated to celebrate two incredibly important things in society: music and drinks. Cheers and rage on!


POGS,
AKtually Ashley

Bacon and Eggs... cocktail, please!

Don't worry, you're not going crazy. The title reads: Bacon and Eggs COCKTAIL. Restaurants have been playing off the gourmet comfort food for... well, forever. In the past years, however, I've come across a lot of savory cocktails on restaurant menus. There also seems to be some sort of obsession with bacon. I've come across various bacon-flavored products that range from gum, to chips, to toothpaste! Yes, your boyfriend, girlfriend, husband, wife, or roommate can wake up to your smokey bacon breath! Woohoo! 


This specific Bacon and Eggs cocktail is offered at New York's Whiskey Blue. The cocktail, served "sunny side up" (get it?!), features whipped eggs mixed in with a shot of bourbon and smoked bacon. When I first read about this cocktail, I imagined that in the place of a celery stick or swizzle stick, there would be a crispy piece of bacon! Lo and behold, that's exactly what it has! 

In addition to the Bacon and Eggs cocktail, they serve a Blueberry Scone cocktail, as well as a Waffle and Maple Syrup cocktail. As you might have assumed, the liquid comfort foods run for about the same price as the actual comfort foods -- $16. 


So, instead of ordering a Bloody Mary or Mimosa at brunch, why not just go all out and get a Bacon and Egg cocktail to go with your... bacon and eggs?


POGS,
AKtually Ashley

Quotation Rotation 3/3/12

Valid point. I think I'll use my brains and feet to steer me to Punta Cana. 

See ya'll next week!

(My friends and me in a few hours...)

POGS,
AKtually Ashley