adidas makes 30,000 highlight reels…


In advance of this year’s Boston Marathon, Adidas says it’s planning to capture and create personal highlight videos for all 30,000 runners of this year’s race.

According to the plan: “Adidas will deliver videos to the 30,000 runners taking part in the marathon within a few hours of them completing the race. Along with the runner’s personal highlights, the Here to Create Legend videos will also feature general race day footage and music.”

How it works: “RFID tags in the runners’ race bibs and street mats that emit ultra-high frequency radio waves will provide Adidas with data on each runners’ performance. Using this technology, the sportswear brand is able to capture all the footage for the videos with just seven cameras and a team of 20 people spread across the 26.2-mile course.

Why It’s Hot:

We often talk about the trend of ultra-personalized product or service experiences, but marketing hasn’t necessarily been a major part of that conversation. As this becomes peoples’ overall expectation of brands, it will have to adapt.

Plus, in another time, Adidas would’ve just made a nice commercial touting its 30 years of race sponsorship. But instead, it decided to devote time, money, and effort to adding something memorable to the experience of the athletes running the race it’s sponsoring.

[Source]

Making Plastic Priceless

Supreme has always excelled at being a coveted clothing brand for the cool kids, but this week they proved they had the cache to make even a piece of plastic an exclusive collectors item by placing their logo on a limited number of New York City Metro Cards to be distributed at random. No stranger to creating long lines (as can often be seen outside their Soho location) waves of expensive hoodie wearers are flooding Subway stations at Broadway-Lafayette Street, 125th Street, Queens Plaza, Marcy Ave, Atlantic Ave, Prince Street, Spring Street, and Union Square in hopes of getting their hands on this golden ticket. While the $5.50 two-way ride card retailing at the store’s flagship (good luck getting in) are already sold out those lucky enough to get their hands on the elusive collectors item quickly began reselling them on site’s like eBay for upwards of $1000. If paying $1000 for a piece of plastic isn’t a study in brand loyalty, I don’t know what is.

https://twitter.com/ComplexStyle/status/833834131079446529

Why It’s Hot

  • Creating this kind of newsworthy mayhem should be cause to take notice. What has the brand done that is has become so powerful as to make anything with their logo on it so valuable?
  •  Knowing your audience is key to any successful campaign. As a NYC based brand, this collaboration re-enforces the brand roots and enhances authenticity
  • Though profiting little from this endeavor, these types of marketing exercises serve to continue to build brand worth and recognition among their already loyal fan base and perhaps bring new audiences into the fray

Read more: The MTA’s Supreme-branded MetroCard is a hot commodity, The Supreme-Branded Metrocard Is HereSupreme Starts Frenzy at New York Subway StationsSupreme Is Coming Out With A Customized MetroCard, etc.

Google & Facebook in a civil war?

Facebook is testing a shopping experience that allows users to buy items directly from business’ Facebook pages. The new shopping feature will allow retailers to turn their Facebook pages into mini storefronts outside of their main websites.

Also, Google is looking to make it easier for people to shop while using its website, launching a trial run of a feature allowing smartphone users make online purchases from their search results.

google-buy original

Why it’s hot:
The introduction of ‘Purchases on Google’ comes as Facebook is also trying to make it easier for people to shop while using their site, putting themselves in position to profit from transactions or related advertising. I talked about Facebook introducing YouTube format videos in the feeds and trying to be the “Be-all, end-all” on the internet and potentially replacing even Google as the top search engine. This week when I came across these different news stories about mobile shopping updates on these two internet giants, I could see my words partially turn into reality and am looking forward to seeing what’s in store for both Google and Facebook in terms of market shares and ownership.

Jose Cuervo Mixes a Margarita in Space

In honor of National Margarita Day last Sunday, Jose Cuervo and its agency, McCann New York, used aerospace technology and GPS tracking to launch container of margarita ingredients heavenward, hoping to mix a cocktail in space and parachute it back to Earth.

They teamed up with independent space program JP Aerospace, along with scientists who led the Phoenix Mission to Mars, to build and launch the spacecraft.

Severe buffeting of winds at high altitude shook the margarita, and the extreme cold froze it. When the capsule reached about 100,000 feet into space, the weather balloons shattered and the capsule parachuted down. The margarita landed in a ravine 100 miles from the launch site.

cuervo-space-hed-2015

Watch the video

Source: AdFreak

Why It’s Hot

In the world on data informed, targeted, smart communications it looks like brand stunts are still alive and well! This is also an interesting use of technology (GPS, aerospace) to make a splash and make a gimmick into something truly interesting.

Huggies Turns to Pandora to Encourage Baby-Making for Valentine’s Day

huggiesFor Valentine’s Day, Huggies created a Huggies Baby-Making Station on Pandora for, playing tunes aimed at getting couples in the mood.

Think of it as a digital-age millennial version of the old make-out tape, replete with entries from Barry White and heavy on other R&B classics, including Stevie Wonder’s “My Cherie Amour.”

Millennials clearly need all the help they can get. The U.S. birth rate fell to 62.5 per 1,000 women ages 18 to 44 in 2013, the last year for which data is available, from 69.3 in 2007, according to the Centers for Disease Control.

“I’ve been working on Huggies for five years, and one thing we’re always dealing with, project after project, year after year, is the declining birth rate,” said Chris Turner, group creative director at Ogilvy, Chicago. “Lately, we’ve been thinking about Valentine’s Day as an agile opportunity, and we kind of put the two together.”

“At Huggies, babies are always on our mind,” said K-C spokesman Bob Brand. “The partnership with Pandora is a fun-loving way to engage Huggies couples in the romantic spirit of Valentine’s Day.”

The Huggies station will play without commercial interruption on Pandora for at least a month, backed by ads on other Pandora stations and by social-media efforts through the brand’s accounts, Mr. Turner said.

Source: AdAge

Why It’s Hot

It’s interesting to see how brands are using Pandora for marketing, other than the banner and :15 spot. I think this is a creative approach to a brand awareness initiative, but I have to wonder what kind of return they expect to see.

 

 

Dominican Families Awarded Free Trips by Jet Blue

JetBlue has been spreading its brand mission to “inspire humanity” especially around the holidays. As part of this initiative, the airline surprised 28 people by sending them to the Dominican Republic on a free trip to visit their families. The program ” Un Sabor de Casa” serves as a new way for the brand to engage customers through “surprise and delight” tactics.

Read more here.

Why It’s Hot

We talk a lot about digital experiences and connecting with consumers online, however sometimes high-impact experiences can only be done offline. An airline has the perfect opportunity to aware consumers with memories that can then be shared online with others to spread the news. The interesting part for me was the direct marketing to the Latino community to build brand affinity.

Brands Building Community Should Promote Own Sites Vs. Facebook, Twitter

At least as community-building tools, marketers should forget about Facebook and Twitter. That’s the crux of a new report from Forrester Research, which suggests that the social giants are losing their grip on what has historically been known as “social” marketing.

For top brands, Facebook and Twitter posts reach only about 2% of their fans and followers, and less than 0.1% of fans and followers interact with each post,” Forrester analyst Nate Elliott explains in the new report.

In place of Facebook and Twitter, Elliott and his colleagues suggest that brands build out their own social-friendly properties. Indeed, U.S. online adults are nearly three times more likely to visit a brand’s web site than to engage them on Facebook. The report also recommends that brands make the most of less congested networks, like Instagram and Pinterest, both of which still offer strong reach and engagement numbers. “Top brands Instagram posts generate a per-follower engagement rate 58 times higher than their Facebook posts and 120 times higher than their Twitter posts,” Elliott notes.

Why It’s Hot

We have built a strong Facebook fan base for our ETS client, with both the GRE and TOEFL Facebook pages. In 2015 our goal is to extend our social advertising to a fully integrated partnership with Instagram, LinkedIn and google+. We understand that to continue to engage our audience we must build a social relationship with other networks.

As an example of creating a social-focused site, Elliott points to Sony, which worked with social-media software provider Livefyre to build a social-focused microsite around the launch of its PlayStation 4 gaming console last year. The site, GreatnessAwaits.com, attracted a readership of roughly 75,000 fans who visited the site around 4.5 million times, and on average, stuck around for four minutes per visit.

According to the report, for the majority of marketers (55%), Facebook does currently meet their expectations. As we certainly want to increase our audience and its engagement with our brands, this study shows that a marketer should expand its social marketing strategy outside of Facebook and consider other social-friendly properties.

For its findings, Forrester surveyed 4,541 U.S. adults (ages 18 to 88) this past spring.

Perception Isn’t Always Half the Battle; Sometimes It’s the Entire Battle

Having a Better Brand Is Better Than Having a Better Product? Or vice versa….?

In the marketing community, there is a struggle between two schools of thought. One school is focused on the product. The other school is focused on the brand.

The product folks believe the ultimate winner in every marketing battle is the better product. If this is so, then the role of a company’s marketing program is to communicate the features and benefits that make a company’s product clearly superior to its competitors. But what makes it clearly superior?

 

  • What’s the best energy drink? Red Bull, of course.
  • What’s the best coffee? Starbucks, of course.
  • What’s the best smartphone? The iPhone, of course.

Aren’t we talking about Perception? Building a perception is a keystone of the Brand Marketing. And there are several rules of the game which are worth mentioning:

1) Perceptions are difficult to change. That’s why timing is important. It’s critical to get into consumers’ minds before the competition does.

2) Only a handful of brands can be first. So how can an also-ran overtake a leader? The brand school has an answer for that question, too. Be different.

3) The role of believability. No superiority claim is believable unless you are already the market leader. And then you don’t need one because consumers believe the market leader is the superior brand. #2 brand is still a contender.. but not #3 and below. Just think about iPhone-Samsung-Amazon battle in the touch screen world. Believability is built by pioneers, innovators, and not the followers.

Why it’s hot: Every day we ask ourselves as marketers, what can I do differently. And now, before 2015 planning starts, I think it is essential that we all go to basics and don’t forget that there are two ways of thinking – product marketing and brand marketing.