Celebrity Marketing and Music’s Biggest Night: What the Oscars Can Learn from the Grammys

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A clear message and a celebrity might not be enough.

Though its ambitions may look more like the Super Bowl, the Oscars would be foolish not to learn from the successes and failures of its fellow award show titan, the Grammys. The show featured some of the most groundbreaking ad campaigns ever aired, and though some may have polarized the public, they left a lasting impression on the 25 million viewers.

After singer David Bowie passed away on January 10th, Lady Gaga teamed up with Intel to celebrate, not only the life of the legendary singer, but also the power of music as it entwines with the potential of technology. Her performance was considered a highlight of the show for many people, but having an Intel ad immediately following it drew criticism for capitalizing on a tragedy. Controversy aside, the campaign’s powerful message won it widespread attention, and with over 56 million followers on Twitter, Lady Gaga appears to have been the perfect partner.

Target took an even bigger gamble when they also sponsored a unique performance with a blonde pop star. To promote her latest single, Gwen Stefani appeared in an unprecedented four minute commercial in which she filmed her music video live. The entire campaign reportedly cost Target $12 million dollars, forcing the question of why they chose her for such a massive event. It has been ten years since she has released a hit single, and initial forecasts for her current effort do not appear very promising. With her Target-exclusive album due in March, only time will tell if the gamble pays off.

Sometimes, it is best to let the message take the foreground. In a collaborative new campaign titled “Music Makes it Home,” Apple and Sonos sought to inspire people with testimonials from the lead performers of St. Vincent, the National, and Run the Jewels. The ad did everything it needed to and nothing more, proving that simplicity often rings the loudest.

With music taking a supporting role to the stars of the big screen on February 28th, it will be fascinating to see which brands take advantage of the opportunity. Hyundai and Coca-Cola, former centerpieces of the Oscars’ commercial breaks, have both decided to sit out on the show this year, but even still the ads are sold out. With each 30-second spot costing nearly $2 million and 62% of viewers being women, the mission for those participating is clear. With a defined message and a relevant celebrity to get it across, the commercials themselves can feel like part of the show.

photo credit: www.youtube.com

Broncos Not the Only Winners: Brands Used Content and Celebrity Marketing to Stand Out

american-football-266393_960_720[1]Von Miller may have been MVP of the big game, but these brands are still winning big.

As the dust settled following the conclusion of Super Bowl 50, it became clear there is no one way to claim victory. Virtually every brand took a different approach, some of which were unsurprising, and others uniquely original. Having a commercial is only the tip of the iceberg – even though it may be exceptionally visible, it must be part of a larger campaign.

Numerous brands took that to heart, and the fans responded in kind. As expected, Esurance’s innovative campaign dominated Twitter, leaving everyone except Beyoncé in the dust. With the potential of $1 million keeping them enticed, 108,000 people tweeted more than 1.6 million times. This was all without paying for a commercial during the broadcast itself, proving that even companies that do not want to shell out $5 million for a 30-second long ad can still get in on the action.

Another lesson to be learned from the game is that, when done right, celebrity marketing can command attention in major ways. With the second most tweets of the night out of all the participating brands, T-Mobile’s two commercials, respectively featuring Steve Harvey and Drake, generated over 375,000 tweets. Despite this immediate sign of success, only time will tell if the attention will translate into more customers.

Above anything else, brands must craft a well-defined message. Good jokes and famous people may inspire droves of tweets, but if they don’t convince the viewers to take the brand seriously, the campaign is a failure – and with such a high price tag, that is not a hit many brands can take.

For Pokemon, having an ad in the Super Bowl provided them a platform, not just to entertain people, but to inspire a new generation of fans. Budweiser and Colgate used their platforms as an opportunity to spread good ethics, in hope that viewers would return the favor in time.

In the end, the ads that proved the most successful were the ones with a clear message promoting their brand, and entertaining content to keep our eyes glued. Everyone else fumbled in front of half the nation.

photo credit: http://pixabay.com

Hacking the Super Bowl: Brands Bypass Commercial Breaks to Creatively Attract Attention

1280px-Super_Bowl_XLIII_-_Thunderbirds_Flyover_-_Feb_1_2009Ad prices soar as conventional wisdom is replaced with outside-the-box campaigns.

Marketing has grown far beyond the small screen. Even with record numbers of viewers and the participation of the world’s most creative ad agencies, airing a commercial during the Super Bowl can still hurt a brand. While it may seem like the most controversial ads get hit the hardest, a lackluster spot may still consume a massive portion of a company’s marketing budget while failing to attract new customers.

Buying a 30-second spot for $5 million or paying double for a minute are rarely options. Though it would be easy to sit on the sidelines, brands have challenged traditional methods of marketing during the big game. They might not be reaching a tenth of a billion people, but the most brilliant campaigns hardly need to.

The age of the millennials has only just begun, and there are lessons to be learned. They love to multi-task, and what better way for a brand to keep them distracted than with a viral campaign to participate in? Commercial breaks during the Super Bowl still attract the buzz, but with a smart phone in nearly everyone’s pocket, there is no surprise that a well-run social media campaign can, for significantly less money, attain substantial success.

Esurance began a trend. During the 2014 Super Bowl, they were the most-tweeted brand – and they didn’t even air a commercial during it. Instead, they touted their money-saving abilities during a post-game ad, featuring actor John Krasinski. In it, he encouraged viewers to participate in a sweepstakes offering of the $1.5 million Esurance saved.

According to Ad Age, Esurance’s total media spend that year was $263 million, proving even brands that can afford to air an ad during the game are thinking outside the box. They utilized celebrity marketing, but it was their clever approach that stole the show.

There is a difference between having a big budget and big ideas. Those with both tend to fare the best, but even the cleverest campaigns can be free. Volvo, who opted out of advertising during the game, crashed the Super Bowl with a groundbreaking Twitter campaign, instructing fans to tweet at them during rival automaker’s commercials for the chance to win a car. They trended globally throughout the game, proving that it is not the platform that earns fans’ attention. It is the idea.

photo credit: www.wikipedia.com

Celebrity Marketing: Changes for Pages on Facebook Offers New Opportunities for Businesses

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Facebook has been improving its site to make it easier for marketers to reach their consumers.

Since 2007 Facebook has allowed marketers to create their own profiles and over 45 million businesses have them, according to Facebook. But since 2012, Facebook has not made any major updates to marketer’s profiles.

Creating a Facebook page can be very beneficial to companies. According to Facebook, over 1 billion people look at least one Facebook page a month, while the number of people writing to businesses through their pages nearly doubles every year.

One way to attract consumers to business’s page is with the use of celebrities. Facebook has a huge celebrity presence. Many celebrities have fan pages that users can “like”. A celebrity’s pages are a way they can communicate with their fans, talk about upcoming projects, and post pictures. Because of a celebrity’s impact on Facebook, pages that feature celebrities are more likely to be looked at. It is a good idea for businesses to have a celebrity post the link to the business page on their own page. That way businesses can reach new consumers through the celebrities fan base.

One thing businesses need to be wary about before investing time into Facebook pages is the demographic they are trying to reach. A recent study by Business Insider Intelligence showed that teens still use Facebook but they no longer see it as “the most important social network“.  Instead,Instagram has taken this spot. So, if consumers are younger, Instagram might be the better choice for businesses.

5 things you need to know about the Facebook updates:

  1. Facebook is handing out “very responsive badges” for companies that respond to 90% of the messages they receive within 5 minutes. This will help consumers know which companies will respond to their comments and it also shows what businesses really care about your consumers.
  2. Pages can set up e-Commerce shops through Shopify software so that companies can sell directly from their page. Facebook will not take a cut of the profit or limit how many products can be included.
  3. Pages can list the specific services the business provides.
  4. There will be the option to have links on top of the pages that allow consumers to call or message the business.
  5. To make pages more mobile user friendly, there will be tabs on the top of pages where people can go to specific sections instead of having to scroll through the entire page.

photo credit: http://pixabay.com

The Top 6 Digital Celebrities That Can Boost Your Brand Quickly Via Celebrity Marketing

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Study shows that the most influential celebrities are on YouTube, not the big screen.

Step aside Taylor Swift; YouTube personalities are making more impact on millennials than you.

Variety Magazine conducted a study that asked participants ages 13-17 about 20 well-known personalities’ approachability, authenticity, and other characteristics that rank their overall influence. While they may not be as “mainstream”, YouTube personalities proved their influence by claiming the top 6 spots on the list.

In regards to celebrity marketing, YouTubers scored significantly higher than traditional celebrities in both emotional attachment to teens and engagement levels.

Meet the 6 YouTube stars that beat out Taylor Swift, Bruno Mars, and Jonny Depp in millennial influence:

  • KSI: Olajide Olatunji, better known as KSIOlajidebt (or KSI for short), is known for his YouTube channel where he does play-throughs of videogames.  Currently at 10 million subscribers, he has a large viewer base.  KSI mainly focuses on reviewing the games themselves or the equipment used to record his gameplay. Olatunji is someone who gaming companies look at as a top YouTube celebrity.
  • PewDiePie: Felix Arvid Ulf Kjellberg, or PewDiePie, is a Swedish YouTube videogame vlogger. He is known for his ‘Let’s Play’ videos where he records himself playing video games while providing ridiculous and unfiltered commentary. Acting like the goofball friend, PewDiePie creates entertaining videos that give viewers the sense that they are hanging with a buddy; he even calls his fans the “bro army” and “bros”. PewDiePie keeps endorsements to a minimum but did an online interactive campaign with Mountain Dew earlier this year.
  • VanossGaming: Evan Fong is also a videogame commenter. His videos include “funny moments” of him and his friends playing videogames while laughing and joking around. Another set of videos are of him completing difficult game modes and challenges. His channel shares authentic and relatable content, which has attracted his 13 million subscribers.
  • Nigahiga: The fourth influencer, Ryan Higa, is a comedian. He began his career while in high school creating a lip-synching and comedy YouTube channel with a friend. After his videos kept being taken down due to copywriting laws, he began to create the music himself. Popular music videos include “Nice Guys”, “Bromance” and “Coffee Shop Love”. The channel includes other original comedy skits as well. Ryan has created 1 full length and 2 short comedy films.
  • Smosh: Ian Hecox and Anthony Padilla are the guys behind the comedy YouTube channel Smosh. Smosh posts new videos every Friday that include skits such as “If Board Games Were Real” and an original music video titled “We Rule High School”. The comedy-duo has 21 million subscribers on their main channel and an additional 4 million subscribers on Smosh 2nd Channel. Smosh premiered their first feature-length film, Smosh: The Movie, on July 23, 2015, which featured fellow YouTube stars and actor Michael Ian Black.
  • Markiplier: Mark Edward Fischbach is a YouTube videogame commentator who posts videos to his channel, MarkiplierGAME. He shares his comedic “Let’s Play” videogame commentary with his 9 million followers. Markiplier goes beyond most YouTube videogame channels by also posting original comedy sketches and original animated parodies.

photo credit: www.pexels.com

How to Incorporate Celebrity Marketing in your Brand’s Mobile App

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Three clever ways celebrities can increase an app’s popularity and credibility.

In 2015, people are spending 51 percent of their digital media time on mobile devices compared to 42 percent on desktops/laptops, according to KPCB’s Mary Meeker’s 2015 Internet Trends report.  There is no hiding that using mobile applications has become a typical part of our daily routine.

Mobile applications can build brand awareness and consumer engagement if it is professionally built and practical to use. As another form of marketing, mobile apps pose an opportunity for celebrity endorsements.

Below are three strategies to creatively incorporate celebrities in a brand’s mobile app.

Celebrity voice overs: Voice overs are a classic tactic for traditional commercials that could also be successful on mobile apps. Celebrity voice overs are a less expensive option for celebrity marketing and if done with a recognizable person they can be just as effective as video or pictures.

The mobile app navigation system Waze has been using celebrity voice overs to provide an entertaining way to give directions since 2013. The first celebrity was actor Kevin Hart, who used his character voice to promote his movie Ride Along. Just this past June, Waze hired another famous actor to give navigational directions in character: Arnold Schwarzenegger as The Terminator.

Celebrity branded apps or contribution: For many celebrity marketing campaigns, a company will be looking for a specific “type” of celebrity that fits with the product. For example, if a celebrity who suffers from diabetes is the spokesperson for diabetic medicine, it gives the endorsement more credibility.

This strategic partnership can work well for apps too. By having a celebrity pair with your app it will not only draw their fans in, but also convince skeptics that experts support your company. This past January, Nike partnered with singer/songwriter and 5-time half-marathon runner Ellie Goulding to promote one of their apps. Goulding designed her own exercise routine for Nike’s N+TC app. The application gives users both a useful product to work with and a trustworthy celebrity to listen to.

Celebrities using the brand’s application: In a way, this is almost similar to celebrity gifting. If the public sees a celebrity wearing a new shoe brand then the celebrity is influencing their fans to go out and buy those new shoes. If a celebrity is seen using a mobile application then their fans will be prompted to go try out the application.

Smirnoff Vodka created the app Mixhibit that combines moments captured on users’ various social media platforms to make one unique video. The brand then worked with renowned DJ Paul van Dyk and had him use the app to create original videos of his performance at Ultra Music Festival and his 42 birthday celebration.

photo credit: www.flickr.com

Celebrity Marketing: What Companies Need to Know About Social Media

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Social media can be a great marketing tool for companies, but if done incorrectly it can just be a waste of time or actually hurt your brand.

Benefits for companies on social media include:

  1. It is free!
  2. Increased brand recognition
  3. Increases business
  4. Makes your brand more favorable for consumers

Companies can learn a lot from a celebrity’s presence on social media. In a way celebrities are a lot like brands on different social media platforms. While brands want to reach their consumers to have them buy product, celebrities are trying to expand their fan base by letting fans know what they are up to so they can go see their latest movie or buy tickets to the concert.

Change up the content: Social media posts do not have to be all about promoting your brand. No one is going to follow your company if all the content is advertisements. Companies need to keep it interesting. Companies such as Ford posted pictures of some of the first models of Fords for Instagram’s  “Throw Back Thursday”. Companies can also participate in other fun national holiday events that many social media sites celebrate such as “dessert day” or “cat day”.

Interact with your followers: Responding to consumer’s comments or complaints on social media platforms shows that you care and value their business. Consumers are more than likely to have positive feelings towards your brand and buy again.

Offer giveaways or discounts: Give consumers a reason to follow you. People are more likely to follow you if you reward them.

Treat each social media platform differently: Do not post the same thing on all social media platforms. Not only will people be bored but each social media platform is different and you must learn how to post content specifically for that platform. Make sure you know how each social media platform works such as  Snapchat, Vine, Periscope and Meerkat, YouTube , Twitter, Facebook, You Now, and Instagram.

Stay relevant: It is crucial to see and pay attention to what social media sites celebrities and other popular social media influencers are using and how they interact with each platform. You can learn a lot from them because they have the most followers and often start the trends.

Cross promote: Inform your consumers that you have different social media platforms.

photo credit: http://www.flickr.com