Archive → Agosto, 2011
The benefits of Latino Networking
A good friend of mine recently invited me to attend a networking event in San Jose, CA hosted by LAM (Latinos A Morir), held at a Mexican restaurant called Mezcal. It was my first time at one of their events, and I was not sure what to expect; I had attended networking events in the past, some were a waste of time and others definitely were worth the time.
Right away, I could see that this was a very professional crowd. The guests were dressed to impress and ready to mingle. I even met the founder and CEO of LAM, Giovanni Gonzalez that evening. It seemed that he put a lot of effort into the event, and it went off without a hitch. I would definitely say that I would attend another of their events.
So why do I believe that it is beneficial to network amongst other Latino professionals? Because universities do it. Alumni who graduated from the same university shared similar experiences, even though they attended the school during different eras. They rooted for the football/basketball team, they joined fraternities/sororities and they took part in many of the school´s traditions. Industries do it as well. Industries from real estate, to advertising, to banking, to tech, have industry-specific events. People in the industry share a common bond, and you can really get into lengthy discussions about what you do, since the other person can grasp the information.
The same can be said for Latino networking events. You have the ability to meet with other educated, successful Latinos who are looking to become more influential as a group. You may have gone to different schools, work in different industries, but Latinos know that success doesn’t come easy and are very receptive to helping one another out.
Whether you’re interested in LAM, NAHREP, or another Latino networking group, make sure to get out there and become a part of something big.
http://www.reachhispanic.com/2011/08/23/the-benefits-of-latino-networking/
P&G’s Cheer Finds Hit With Interactive Music Video
Since August 15, Procter & Gamble’s Cheer laundry soap has brought color to a typically dull product category with its interactive “Dig It. Get It.” campaign.
The campaign’s centerpiece is an interactive music video featuring indie band Strange Talk and its song “Climbing Walls.” Since it launched two weeks ago, items have appeared within the video with a colorful, clickable outline. People who click on those hotspotted items can potentially win them. As of August 25, users have clicked on more than 13,000 prizes, according to the rep.
According to a P&G rep, various hotspots, in the form of a box, appear around specific items that are up for grabs each day during the two-week giveaway period. When they click on or inside the box, they are taken to the “Dig It. Get It.” application on Cheer’s Facebook page. There, they can choose the size and color of the item they want, if applicable, before completing a registration page.
Consumers can “dig,” or click on and potentially win, one item per day. Prizes include Cheer samples; colorful clothing; accessories such as hats and bags; and musical prizes like a Fender guitar and iPods. According to Cheer’s Facebook page, 19,061 prizes are available to be won with an approximate retail value of $0.40 to $550.
The video, which is found on Strange Talk’s YouTube page, has 335,000 views. The rep says Cheer chose Strange Talk because “they are full of color, inside and out, and embody the personality of Cheer.”
Cheer’s Facebook page also encourages consumers to post colorful pictures of themselves for a chance to win a trip to the South by Southwest festival in Austin. So far, about 465 consumers have answered that call.
The program kicked off with a two-week teaser phase on August 1. The teasers ran in custom units across music sites. Cheer also engaged bloggers to create hype around the launch. All media drove consumers to an event page on Facebook where participants could RSVP “attending.”
When the video launched on August 15, the campaign was again promoted through the same channels, but with a slightly different message and call to action to click through to the Strange Talk YouTube channel, the rep says.
Cheer has 50,000 Facebook fans. The Cheer rep says its fan base has grown since the beginning of the campaign, but did not specify numbers.
http://www.clickz.com/clickz/news/2105333/-gs-cheer-hit-interactive-music-video
Pepsi launches mini cans to appeal to women
PepsiCo has launched a mini can variant for its Pepsi, Diet Pepsi and Pepsi Max brands in the UK as it looks to boost its appeal with women.
It is hoped the new 250ml cans will “fill a gap in the market”, following research by Britvic that found that women would like the option of a smaller can as an alternative to the current 330ml size.
The new size of can will roll out across 7UP Free and Tango by next spring. The drinks will be available in a variety of pack sizes, up to 36 cans in a box.
The range will be promoted with a sampling campaign and discount coupons.
Noel Clarke, Britvic brand controller, says: “From our research we know that consumers buy based on the number of cans inside a multipack. The more cans in a pack, the more consumption occasions there are and the more cans there are to share.”
Britvic’s research says that global sales of soft drinks cans were up 7.5% year on year to 26.4 billion cans in 2010.
Pepsi Cola, Pepsi Max and Diet Pepsi’s combined UK take home sales were up 13.2% year on year to £308m in 2010, according to the Britvic Soft Drinks Report.
Whirlpool KitchenAid: Art Deco, Art Nouveau, Pop Art, Brazilian Modernism, Modernism, Surrealism
Whirlpool KitchenAid: Art Deco, Art Nouveau, Pop Art, Brazilian Modernism, Modernism, Surrealism
Advertising Agency: DDB, Brazil
Creative Directors: Sergio Valente, Marco Versolato, Cássio Zanatta, Rodrigo Almeida
Art Directors / Copywriters: Ulisses Razaboni, Marcos Abrucio
Art Buyers: Clariana Costa, Alessandra Nunes
Graphic Production: Edson Harada, Nereu Marinho
Account Supervisor: Polika Teixeira, Cristiane Pereira Heal, Sandra Lessa, Mariana Constantino, Luca Adler Bamberg
Planners: Cynthia Horowicz, Paulo Vita, Camila Martinez Lima
Media: Monica de Carvalho, Patrícia Muratori, Ana Carolina Espósito, Aline Brazolotto, Marcelo Estevam
Illustration: 6B Estúdio
Photolithography: Burti
Image processing: 24 \ 7 id
http://www.ibelieveinadv.com/2011/08/whirlpool-kitchenaid-art-deco-art-nouveau-pop-art-brazilian-modernism-modernism-surrealism/
Burger King, Quaker Hope Oatmeal Sticks
Misery loves company? Maybe that’s why Burger King and Quaker Oats are getting together to offer two flavors of oatmeal at the fast feeder’s outlets nationwide. By adding the venerable breakfast food to its growing morning menu, Burger King is following hopefully in the footsteps of acknowledged innovators in its business including McDonalds, Starbucks, Chick-fil-A and Jamba Juice.
Though the times suggest they should be doing better, both Quaker and Burger King have struggled lately. Burger King hasn’t come close to matching the stellar results posted by industry leader McDonalds during the recent period of economic sluggishness in the United States, when cheap eats have been more popular than ever. Meanwhile, Quaker Oats — at a time of strong consumer interest in intrinsically better-for-you foods, and with the marketing muscle and expertise of PepsiCo behind it — has struggled to elevate supermarket sales, with a series of marketing campaigns over the last few years that have failed to motivate American consumers to pick up its classic, inexpensive oatmeal. “Go Humans Go!” just wasn’t a potent message.
For its part, Burger King welcomes both the oatmeal and the brand association. “Our restaurant guests want a variety of items to choose from every meal of the day and Quaker Oatmeal is a welcome, tasty addition to our breakfast menu at BK,” said Leo Leon, the chain’s vice president of global innovation.
Still, Burger King isn’t quite ready to proclaim oatmeal its flagship product. It’s still largely a burger joint, after all. That’s why the brand’s latest marketing makeover emphasizes the new California version of its Whopper, which sports guacamole. National TV ads began a week ago, highlighting the “refreshing quality” of the California whopper by highlighting each of its ingredients, including avocados and tomatoes.
Quaker oatmeal fits easily into Burger King’s “have it your way” tradition: Each serving is made to order.
http://www.brandchannel.com/home/post/2011/08/29/Burger-King-and-Quaker-Hope-Oatmeal-Sticks.aspx
Product Placement Rises in Networks’ Telenovelas
By Tanzina Vega (NY Times). Viewers who tuned in to watch the Telemundo telenovela “Mi Corazón Insiste” last week may have seen a new type of cliffhanger, one that directed them to a Web site with exclusive content sponsored by JPMorgan Chase.
Coming off a strong upfront season — when advertisers buy commercial time before the season — the two major Spanish language television networks, Telemundo and Univision, are lining up more opportunities for advertisers wanting to incorporate their products into their telenovelas.
While the idea of product placement, or as marketers prefer to call it, branded entertainment, is far from new, the campaigns are becoming increasingly sophisticated with elements that take the products from the telenovela to the Web and mobile devices.
In the Corazón campaign, viewers can watch what the network is calling “webvelas” featuring parallel story lines of original content starring Carlos Ferro, playing Camilo Andrade, and Cynthia Olavarría, playing Sofia Palacios. The mini-Web series, which will be called “Y Vuelvo a Ti,” features the characters doing things like paying for a meal using a Chase debit card or using a Chase ATM.
“You don’t normally think about financial advertisers getting involved in story lines,” said Dan Lovinger, executive vice president for advertising sales and integrated marketing at Telemundo, part of the NBCUniversal unit of Comcast. “It’s a subtle, organic, conscientious effort to make Chase a part of our world.”
Viewers can visit a Chase microsite for the show, follow the series on Facebook, watch it on their mobile phones and get text messages prompting them to tune in to the show or to go online. They can also download music from the Chase commercials and enter a contest to win a behind-the-scenes tour of the Telemundo studios. Mr. Lovinger described the strategy as “organic, but pervasive.”
Telemundo’s biggest competitor, Univision Communications, also has ramped up its product placements with advertisers like General Motors and Domino’s pizza incorporated directly into story lines for its show “Eva Luna,” about an advertising agency.
For a promotion involving the Buick Regal last season, the show’s lead character wins the account and shows the Buick team a commercial the agency created. That same commercial aired on the network and its affiliates apart from the show. In other episodes, the characters were shown ordering pizza from Domino’s for a late-night work session.
“It can’t be contrived, it has to be real,” said Steve Tihanyi, the director of branded entertainment and marketing alliances at General Motors. “In a way it was art imitating life, or life imitating art.”
General Motors will also feature its cars in a new Univision telenovela called “Talisman.”
“As integration has become more and more important for our advertising partners we keep raising the bar on what solutions we can offer,” said David Lawenda, president of advertising sales and marketing for Univision.
Until January, the network carried programming created by the Mexican TV giant Televisa, which limited options for brand integration since the shows were already filmed before being distributed through Univision. Because of the partnership with Televisa, Univision can now work on product placement in Televisa-produced content.
In this year’s upfront presentation, Univision reported commercial sales between $1.7 billion and $1.8 billion. “There’s no question that our dollar-volume growth was largely due to some of these major branded entertainment sponsorships that we sold,” Mr. Lawenda said.
“I think the ultimate possibility is actually to create an entire novela with an advertising partner,” said Mr. Lovinger, of Telemundo. According to Adweek, Telemundo reported a 20 percent increase in upfront sales from last year, to around $400 million.
http://nglc.biz/2011/08/29/product-placement-rises-in-networks%E2%80%99-telenovelas/
The 10 Best Ads to Come out of Steve Jobs’ Reign at Apple
Perhaps no other modern-day marketer has captured the public’s imagination like Steve Jobs. As he steps down as CEO of Apple, Ad Age and Creativity look at some of the ads — and these are by no means definitive — that will mark his career highlights reel.
Watch here:
http://adage.com/article/news/apple-ads-steve-jobs-10-apple-advertisements/229465/
Porsche Redesigns Brand-Defining 911 Carrera
Porsche has been the symbol of cool luxury for most of the brand’s 48 years, particularly in the ‘80s. So it’s made plenty of appearances on TV and in the movies: Scarface, Cannonball Run, Beverly Hills Cop, and Pretty Woman as well as Miami Vice and The A-Team (“Pity da fool that don’t have a Porsche!”). If you’re lucky (and have so much cash that you don’t know what to do with it), you may even have one in your garage.
The brand icon 911 Carrera has undergone a redesign and will be seen by consumers for the first time ever at the Frankfurt Motor Show in mid-September, according to GizMag.com.
“It’s lighter, more economical, more powerful, cleaner and orders are being taken from September 1, with deliveries beginning December 3,” the site reports. The car is only 100 mm longer than the current model, but GizMag claims that it “visually seems flatter and longer.”
The car will also feature a new “Dynamic Chassis Control” that should help handling, the site reports
Whatever the company is doing internally to the vehicle, Porsche 911 still evokes cool.
http://www.brandchannel.com/home/post/2011/08/26/Porsche-Redesigns-Brand-Defining-911-Carrera.aspx
Product Placement Finally Finds Its Way to Irish TV
Television viewers in Ireland could always find certain products placed in American TV shows and those made elsewhere. But it has long been against the rules to do that on a show produced in Ireland.
All that changed a few months ago. The Irish Times reports that September will mark the first month that product placement appears in a television show produced in Ireland.
The product? Coffee. Mugs of Kenco Coffee, an instant produced by Kraft Food, will somehow find their way into the hands of hosts and guests on TV3’s Morning Show and Midday
And why not? According to the Times, the program will make €250,000 ($360,163) for one year’s worth of coffee drinking.
Kraft is “always looking for innovative ways to fuel consumer excitement,” said Kraft’s head of marketing, Sandra Gahan, the Times reports.
One reason the rules changed to allow for product placement, the Times notes, is “the proliferation of digital video recorders that allow viewers to record programs and then fast-forward through the ads, a technological advance which had significantly threatened many broadcasters’ income from advertising revenue.”
Keep your eyes peeled, Ireland. More products are surely on their way.
Telemundo Provides Content to Support Netflix’s Latin American Expansion
Netflix announced in July that it was going to expand to 43 Latin American and Caribbean countries by year’s end. Now it is known where a good chunk of content for that marketplace is coming from.
Telemundo International recently announced a program-licensing deal with Netflix, according to the Hollywood Reporter. Telemundo, owned by NBC Universal, will be providing 1,200 hours of content to Netflix annually that Latin American subscribers can get via streaming, the Reporter notes.
Netflix is already getting 3,000 hours of content from Televisa as well as 1,500 hours from Azteca.
In April, Netflix announced it had 23.6 million subscribers. It looks to increase that number substantially once it begins streaming content in Latin America.