Blog Archives

Super Bowl: A Game of HORSE and the Pre-Game Debate

Twenty years ago, as a young PR buck, I was tasked with creating a strategy to help McDonald’s leverage its Super Bowl XXVII “Nothing But Net” spot.  I knew we had PR gold in our hands when the storyboards included Michael Jordan and Larry Bird in a game of HORSE. Slam dunk!

What wasn’t a slam dunk at the time was my idea: invite select media on-set (Entertainment Tonight, ESPN, a few others) to capture interviews with Jordan, Bird, director Joe Pytka and behind-the-scenes footage for segments that would air BEFORE the game to build anticipation and consumer engagement.

The heated debates at the Golden Arches over a concept that seemed heretical at the time were unforgettable. But, we hit pay dirt that year with phenomenal pre-game PR and a USA Today Ad Meter victory. It arguably kick-started what today is considered the first page of the Super Bowl Commercial PR Playbook.  In fact, now NOT finding ways to gain exposure for a brand’s Super Bowl spot before the game is considered heretical.

Stuart Elliott did a deep dive on the subject in The New York Times this week that’s worth reading…

The ANA Masters of Marketing Conversation Continues

The marketing and advertising community ascended on Phoenix last week for the Association of National Advertiser’s annual Masters of Marketing conference creating buzz around current marketing trends such as Facebook’s dominance and gamification and taking a look at how the industry is fairing in a troubled economy. Although this ANA event has come to a close, coverage of the event continues to surface.

This past Monday New York Times advertising reporter Stuart Elliott recounted the economics conversation in his article “Economy Casts Shadow on Advertisers’ Forum.” According to Elliott, attendees seemed thankful that the economy had not caved-in on the industry, but were still highly aware of the lofty unemployment rate and continued “sluggish pace of growth” on the economy. He quoted Stephen Quinn, executive vice president and chief marketing officer for Walmart U.S. as saying “Certainly, it’s been a roller coaster of a year, with all the volatility. We’re being disrupted, just like many of the people in this room.”

While the down economy dominated the conversation at the conference, marketers weren’t talking about it as all bad. Elliott reported that several speakers used it as a call to action inferring that “uncertain times [creates] an increased willingness to take risks with bold ideas.”

DGC’s very own Chief Content Officer Melanie Wells attended the conference and had a few key takeaways to share as well:

Marketers seem resigned to a new normal. They are also eager to get ideas and hear ideas from their peers. This year more top executive attendees and speakers, including Walmart CMO Stephen Quinn and Martha Stewart, lingered to sit in on sessions and talk to others who were there. Executives realize that times have changed and the time is now to learn new ways to connect with consumers now that ‘social is at the core’ of marketing. There was a lot of talk about data, of course, but Kraft’s Dana Anderson urged attendees to accept ‘intuition as a valid contributor to clarity.

Today, Advertising Age also posted videos of key speakers that give a great sense of the conversations that took place. In the first video, Kraft’s Senior VP of Marketing and Communications Dana Anderson sheds light on Kraft’s “leap” philosophy and gives a compelling talk on taking marketing to the next level by being open to unusual solutions to problems.

Did you attend ANA’s Masters of Marketing? What was your biggest takeaway?

Marketing Opportunities for a Changing Population

In “A Growing Population, and Target, for Marketers,” advertising reporter Stuart Elliott of The New York Times touches on a critical topic facing today’s marketers – Spanish-speaking consumers. His piece not only highlights the latest L’Oreal USA campaign targeting this important audience, but also shares vital stats regarding the growth of this demographic.

According to the 2010 census released last week, the Hispanic population accounts for more than half of US growth in the last decade. In fact, 1 in 6 residents in the country are now Hispanic. Looking ahead 40 years, analysts speculate that the Hispanic population will represent 29 percent of the entire population. So as a brand or an agency helping companies expand, are you considering ways to reach this demographic? If not, it’s time to start.

Here at DGC we’re working with several multicultural agencies. These companies are dedicating their days (and probably some of their nights) to the pursuit of reaching ever-growing, minority markets – strategically and effectively. Like L’Oreal USA’s latest campaign – Club de Noveleras – they are using consumer insights and research, emerging channels and multiple touch points to provide content and create discussions around brands that are relevant to the lives of these important audiences.

Looking to learn more about reaching multicultural audiences? Check out these tools from the PRSA, Pew Hispanic Center and Engage:Hispanics.

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