The Monthly Report Card: May

Showcasing the best practices of the industry and providing insight into how to best use celebrities or influencers to your brand’s advantage.

 

(1). Victoria’s Secret – The Angels

1 Victoria Secret

Grade: D

The Cotton Collection commercial by Victoria’s Secret (VS) was like any other VS commercial. With the setting on a sunny day, a beach background and the word ‘cool’ popping up on the screen creates a light and airy feeling for viewers. However, the VS Angels are not like the majority of females and with their reported 10-14% monthly sales decline since 2017 their marketing strategy could use a new direction to match the realism of their consumers.

(2). Atom Tickets – Anna Faris

2 anna faris

Grade: A

With their first-ever national brand campaign, Atom Tickets nailed this one. Using Anna Faris to show the features of this new app, Director Peter Berg made this national campaign simple yet memorable. Faris uses some of the most iconic movie quotes throughout the commercial while showing what the app does to make the movie experience that much better. Faris is a good representation for the consumer because of her relatable and loveable persona that can reach a large demographic of movie goers.

(3). T-Mobile – Bryce Harper

3 tmobile

Grade: C+

T-Mobile partnered with Bryce Harper during their Hats Off campaign. This campaign donated one dollar to Team Rubicon every time someone posts #HatsOff4Heroes. The commercial with Bryce Harper targeted baseball loving veterans and families. T-Mobile’s campaign was centered around Memorial Day and touched many Americans, however, the commercial stated that T-Mobile was giving 50% off to Military Families. There was nothing about the hashtag to help veterans, making it more about their company than the campaign.

(4). Pepsi – Dierks Bentley

4 pepsi

Grade: B-

Who doesn’t love free things? ‘This is the Pepsi that Gets You Stuff’ is part of the Pepsi Generations Campaign. When drinking Pepsi, there is a chance to win Pepsi Retro Gear. This commercial was full of summer. Then, obnoxious screaming girls finding out they could win Dierks Bentley tickets ruins the commercial. Bentley’s calm demeanor attempts to balance out the girls, but viewers are left remembering the horrific screaming.

(5). McDonald’s – Gabrielle Union/Charles Barkley/John Goodman

5 mcdonalds

Grade: A-

McDonald’s changed up how food commercials are looked at now. In a series of commercials, Gabrielle Union, Charles Barkley and John Goodman all took action in the ‘Speechless’ campaign. For this campaign, McDonald’s produced two types of commercials. One is the celebrity silently eating while subconsciously talking to themselves about the deliciousness of the Quarter Pounder. The second produced commercial has them commentating for the customer eating the Quarter Pounder because they are ‘Speechless’. The ‘Speechless’ campaign proves that nothing can describe the feeling and taste of the burger.

(6). Gatorade – Bryce Harper & Michael Lorenzen

6 gatorade

Grade: A

Gatorade has always shown what hard work and dedication looks like with the world’s best athletes. This is no different with their current campaign featuring a ‘friendly’ competition between rivals Bryce Harper and Michael Lorenzen. In the commercial, it states that Gatorade has been “studied, tested, proven for the world’s best athletes,” while showing how well Gatorade works for Lorenzen and Harper. Gatorade proved its success for the world’s best athletes and made a successful attempt to persuade customers.

(7). Corona Extra – Ryan Johnson

7 corona

Grade: A

Corona did it right in their summer can campaign. It leaves viewers wanting to go to the beach on a hot day and enjoy a Corona Extra. Having a beach guy yell “Summer is here” puts you in a mood to go out and enjoy the Summer. Jimmy Cliff’s song, You Can Get it if You Really Want brings together the visuals and the feeling of summer with a Corona in hand.

(8). The Jordan Brand – Maya Moore

8 jordan brand

Grade: A

The Maya Moore commercial begins with Moore putting on her line of basketball shoes. Then cuts to footage of when she was a child, in college and finally in the WNBA winning a championship. Moore signed an endorsement deal in 2011 with the Jordan Brand and recently released her own line of shoes. What makes this campaign so iconic is that her number in the WNBA, like Michael Jordan, is 23. Jordan’s symbolic picture of his wingspan with the infamous William Blake’s quote “No bird soars too high, if he soars with his own wings” is replicated at the end of the commercial by Moore doing the same pose while a female, re-purposed version of William Blake’s quote “No bird soars too high, if she soars with her own wings” is being sung in the background making the new Jordan commercial “WINGS” that much more iconic.

(9). Visa – Zlatan Ibrahimović

9 visa

Grade: B+

As the Official Sponsor of the 2018 FIFA World Cup, Visa partnered with professional soccer player, Zlatan Ibrahimović. Visa’s campaign was about FOMO (fear of missing out). Zlatan was a seamless fit for this because he said, “A World Cup without me is not worth watching.” While the commercial showcased his arrogance on how he could have played if he wanted; the underlying message was the simplicity Visa brings to fans so they do not miss out on the action. Visa will roll out multiple other commercials during the course of the World Cup to show the ease of contactless payment through Zlatan’s adventure in Russia. Zlatan will also have exclusive behind-the-scenes access during the tournament that fans can join-in on from home. With Zlatan’s soccer background and VISA’s quick payment methods, this campaign simply showcases how effortless using Visa is at sporting events.

(10). Mountain Dew Kickstart – Kevin Hart

10 mountain dew

Grade: A-

Mountain Dew partnered with comedian Kevin Hart for a yearlong campaign. Mountain Dew Kickstart’s three different commercials capture what goes on in the mind of comedian Hart before a performance. His electrifying energy embodies what the customers would get from the refreshing boost of Mountain Dew Kickstart. Mountain Dew selected an excellent celebrity for this campaign because of his comedic side and energy. His commercials will leave a memorable mark for customers.

photo credits: YouTube

Advertisements

Celebrity Marketing: How Authentic Brand Engagement Can Turn Baseball Icons into Baseball Buddies

Following record shattering ratings in the 2016 World Series and 2017 World Baseball Classic, baseball is proving why it is “America’s Pastime”.

Despite the heroics of those two events, Major League Baseball faces the issue of skewing to an older demographic. According to Nielsen ratings, 50% of baseball fans are 55 or older. Additionally, those ages 18-34 are 14 percent less likely to report a strong interest in baseball.

However, MLB Opening Week attendance revealed a modest increase from 2016, and that is largely thanks to baseball’s latest initiative to appeal to a younger demographic.

The new 60-second spot “This Season on Baseball” positions the 2017 MLB season as an ongoing reality TV show, diving into the personas of baseball’s hottest young talent. Whether it’s Bryce Harper taking an ice bath or the Mets’ fireballers at dinner, the message is that these icons are real people. The creative is fresh, showing viewers that baseball and its stud stars are spontaneous: which is exactly what young fans demand.

Avid sports fans crave any interaction with their favorite superstars, whether it be as big as an autograph or simply favoriting their tweets.

Along with exotic ballpark menu items, teams have even incorporated VR elements to their stadiums this season, paving the way for unparalleled fan engagement, ultimately bringing a younger crowd into the seats. Fenway Park has added a VR batting cage in their Kids Concourse, where young fans can take a crack at facing their favorite Major Leaguers.

Not only is the MLB virtually connecting to their fan base, but now they are interacting in real-time in a whole new way via social media.

The Major League Baseball Players Association (MLBPA) has just released their own social media app called Infield Chatter, designed to provide baseball fans with ultimate player interaction. Unlike other social media platforms, Infield Chatter is designed strictly for players and fans to share pictures, video, and text to their in-app feeds.

While this innovative approach to fan connection doesn’t exactly stretch MLB’s brand appeal to new audiences, it certainly enhances the experience of the most avid followers. The app is still very much in its primitive stages, but has all the makings to generate enough buzz to raise some eyebrows across the entire sports world.

Nearly 1,000 major and minor league players are on the app, including superstars Evan Longoria, Miguel Cabrera, Yoenis Cespedes and NL MVP Kris Bryant. While MLB itself has yet to partner with the app, the MLBPA believes that the only way to truly bring viewers to the MLB brand is to have a conversation with them.

What’s key is that these MLB players aren’t talking at the fans. They’re talking with the fans.

This level of intimacy provides a whole new level of brand appreciation and attachment, which should ultimately translate to cross-generation appeal.

photo credit: www.staticflickr.com