Good Thinking, Miller

College students across the country should bow down to MillerCoors for the company's creation and launch of the Punch Top Can. The innovative Miller Lite cans, which provide a smoother pour than a standard can, were made available in national retailers last week. Have you ever heard of shotgunning? If not, please attend a college party or tailgate and get that out of your system. So much effort is put into finding a key, locating the air bubble, and creating the perfect hole. Now, shotgunners can simply punch the extra tab of their Miller Lite and chug accordingly. Apparently, you can use almost anything to punch the second tab: a house key, golf tee, or even a dollar bill. MillerCoors' Director of Innovation and Activation, Amy Breeze, revealed that consumers "prefer the Punch Top Can three-to-one over the standard beer can because it's more like drinking from a pilsner glass."

To accompany the Punch Top Can's launch, the brand is introducing a new advertising campaign. The new commercials will run through mid-August and highlight creative ways to punch the can and enjoy the flowing beer. The launch is also supported by print, radio, out-of-home and digital advertising, as well as point-of-sale and PR. 

I, for one, am glad someone has come out with a better way to shotgun... especially before I graduate from college. It's about time! I just wish it was a different brand of beer-- I'm not particularly a fan of Miller Lite. On the other hand, the new Punch Top Can might be just the thing to switch me.


POGS,
AKtually Ashley

An Unlikely Investment

As you already know, I am a big fan of electronic dance music. It turns out, I'm not the only one. I'm not talking about the millions of EDM fans around the world. I'm talking about investors. For years the EDM industry has consisted of up-and-coming DJs, veteran artists, and weekend-long festivals. These festivals are all around the world; some are annual, like Tomorrowland, and others are traveling acts, like Sensation White. These festivals have become valuable brands, which are able to sell tickets on their name alone... though headlining DJs help to amp up the crowd. For example, for the Electric Daisy Carnival, which just expanded to the New York area (it's usually in Las Vegas), 60,000 tickets at $100 sold out in three hours. That was before the headliners had even been announced. It's not only about the incredible lineup, but it is also the expectations of the audio-visual performance that makes these festivals epic. They are (without fail) absurd, breathtaking, etc., etc. They're indescribable.

Sensation White

This music genre has shifted from being a marginal part of the music business to a fundamental segment of the mainstream. It's appealing due to a frequent flow of fresh stars and its huge youth following. "If you're 15 to 25 years old now, this is your rock 'n' roll," said Michael Rapino, the executive of Live Nation Entertainment. The success and profit margins of these festival promoters has attracted various potential investors from the music industry and Wall Street. Though no official offers have been made, this rush to invest can be likened to the dot-com era. It's growing in the US... fast. Investors want to be the first, and know they need to act before the bubble pops.

These festivals are also a great opportunity for corporate and brand sponsorships. Especially those targeting the EDM-loving youth. Though an association with these rave-like festivals could be risky, I think it provides a great opportunity. But the EDM industry's potential is being recognized quickly, so marketers (and investors) should act fast!

Armin at Electric Dance Carnival

POGS,

AKtually Ashley

A Picture Is Worth... $1 Billion

Facebook has made some moves, very expensive moves, to better compete in the social media market. In my past Pinterest post, I mentioned the realtively new site is an incredibly fast growing social platform. It's actually the 3rd most popular social media network (after Twitter and Facebook), and is particularly popular among the female population. In fact, 97% of the sites users are women--hint, hint, to marketers trying to reach this audience. Women tend to trust Pinterest recommendations over Facebook recommendations. This could be due to the quality of the photos, the relaxing "pinning" process, and the site's simplicity.

Pinterest is clearly creeping up on Facebook and Twitter, but Facebook isn't going to sit back and watch that happen. The company's strategic purchase of Instagram, a photo-sharing mobile app, for $1 billion is step one in ensuring Facebook maintains its position in the social media market. Any photo taken with Instagram somehow becomes gorgeous and perfect. The app has various filters that can be applied to the photo you take, and then you can post your professional looking picture to your social sites. The Facebook team would never admit they are threatened by Pinterest, but in the press release announcing the acquisition they position themselves in a very Pinterest-like manner. “For years, we've focused on building the best experience for sharing photos with your friends and family. Now, we'll be able to work even more closely with the Instagram team to also offer the best experiences for sharing beautiful mobile photos with people based on your interests.” Hmm... what a clever and unique way to state their mission. 

As of now, I don't see how Facebook and Instagram will develop an offering to its users that is even close to being as seamlessly integrated as Pinterest's platform. Even Facebook and Instagram agree it will be a while until anything is really changed by this buyout. So, for now, Pinterest is safe. Facebook is putting its Instagram weapon on the back burner. Will it ever be able to truly compete with Pinterest in regards to photo sharing or motivating consumer purchases through insider recommendations? Probably not. Facebook owns its position as the social network that connects people, brands, and events. Maybe they should focus on making Timeline less annoying so I don't completely switch over to Twitter and Pinterest. Just a thought. 

POGS,

AKtually Ashley

Quotation Rotation 4/7/12

True about life... and too true about my future profession. Words can help, but they can also hurt. Word choice is everything.

POGS,

AKtually Ashley

Final Post

April Fools!

I thought I'd share with you a few great pranks from some extremely successful technology brands. These tricksters have embraced their April Fools duties and have successfully connected light-hearted humor to their overall brand personality. I always admire marketers who understand the importance of sincerely and fully humanizing a brand... fun and harmless shenanigans and all. 

Today, Google announced they will soon be offering Gmail Tap... the new alternative to smart phone keyboards. By substituting the current "complex" keyboard for morse code keys (2), Gmail Tap allows users to revolutionize their lives and text messages/e-mails. They've also included a program for multi-tasking... by allowing users to type two different messages... AT THE SAME TIME! They're bringing morse code back and making the world a lot more productive through this new (but old) technology. 

YouTube is offering the entire YouTube collection on DVD! Now you can watch viral videos, makeup tutorials, and your favorite dubstep remixes in the comfort of your own home... and conveniently on your TV! You can ditch the Internet and watch videos the way they were intended to be watched. You can also add video feedback via snail mail... so convenient. 

Since throwback, low-tech solutions are so hot now, Skype has developed a new product offering called Skype for String. It makes communicating super easy... just like when we were kids! Similarly, you need two cups and a piece of string (any brand will do). As we all know, trying to find the perfect Internet connection  can be difficult, but that is all in the past now thanks to this new innovative offering!

POGS,

AKtually Ashley

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