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Showing posts with label Sponsorship. Show all posts
Showing posts with label Sponsorship. Show all posts

Monday, October 7, 2013

Will Ferrell Does Not Drive a Dodge Stratus



If you ever watched Will Ferrell on Saturday Night Live before he became iconic movie characters such as Frank "The Tank" from Old School or Ricky Bobby from Taladega Nights, you'll recall he was normal dad Ted sharing his day at work with his family at the dinner table.


Fast forward to this week where Dodge Stratus driving Division Manager Ted is transformed into the uber essence of raw maleness as Ron Burgundy from the film Anchor Man 2. Dodge shot 70 ads with Ferrell to launch the new Dodge Durango where we learn about neglected features like the glovebox and how many "EM-Pah-Gahs"the Durango gets.

The ads are memorable and one of the better movie and vehicle promotional ads I've ever watched.  Take a look for yourself and enjoy the Durango and a lot of maroon suit fabric to keep even the most jaded marketing professional smiling.





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Thursday, August 11, 2011

Will RFID be at Every Auto Show Display Next Year?



Radio-Frequency Identification (RFID) Facebook status updates are becoming the rage in social media event activations with the latest incarnation coming from Mercedes-Benz sponsorship of this year's PGA Championship in Atlanta, Georgia.



Recently Renault did something similar with RFID at an auto show last April which leaves me wondering if RFID Facebook updates are the next must have accessory for the coming 2012 auto show season? I'm willing to bet they are and with brands looking to activate what happens at an event to share in the digital world, RFID Facebook integration is a great way to extend a brand's investment in event sponsorships by reaching a person's online community too.

The question then is should the kiosks featured in the Renault and Mercedes-Benz examples be configured to support the entire event, where one can register a pass for the auto show and share across multiple brand stations? Or will an attendee after register at each brand kiosk to do whatever that brand wants the experience to be?



We'll probably see several of these RFID registration kiosks from a handful of brands; instead, of a more elegant register once with the event organizer - yeah I'm talking to you North American International Auto Show, New York Auto Show, and Los Angeles too.

No matter what happens, event planning teams across the automotive industry certainly are seeing these examples and the media coverage they are getting and will likely follow suit. So be ready to link your Facebook profile to a RFID card.




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Tuesday, May 31, 2011

Fiat 500 Reaches the Hip Movie Geek



It's always interesting to see how a low-volume brand uses its marketing dollars when launching a new product. In this case, we have Fiat which is re-entering the U.S. market for the first time after a 27-year brand absence.

As part of their return, Fiat is sponsoring one of The Onion's properties called "The A.V. Club Pop Pilgrims." The popular satire publication The Onion is bringing more content opportunities as it expands its own brand and the A.V. Club is one extension. The A.V. Club "features real interviews, reviews, and other entertainment-related articles," according to their website.

It's pretty safe to say that the A.V. Club is reaching a young, hip audience and is most likely demographically aligned to Fiat's intended audience. Fiat's integration includes a re-skinned website (see image above) and pre-roll ad units embedded within the A.V. Club's Pop Pilgrim episodes.

Also of note is the physical use of an all-new Fiat 500 used for the video shoots where the A.V. Club drives around in 500 to get to all its video vignettes.

Overall it's a decent integration for Fiat and there are some nice touches including some summary parts of the video where the Fiat branding is very clear and unforgettable. It's a great way to expose the car to Fiat's target and I'm sure aspirational audiences.


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Thursday, March 31, 2011

Buick Goes for an Emotional Brand Campaign for NCAA



Buick is sponsoring the NCAA and as part of that effort they launched a new series of inspirational videos featuring several athletes who have overcome adversity. The campaign is called the Human Highlight Reel and as part of the launch Buick bought the homepage ad unit on YouTube last Monday.

This is all part of Buick's transformation or is it reclamation as the brand moves upmarket as a premium brand. This is the segment brands like Lincoln, Acura, Infiniti and to some extent Cadillac has played in for the past couple decades. Some people also call them segment affordable luxury. It's that awkward place between general consumer and luxury consumer vehicles, essentially the brands that cannot directly compete with the likes of Mercedes, BMW, Audi and Lexus; although, Lexus is a primary target of all these brands. Lexus breaks convention as they have beaten the Germans in some vehicle segments.

Buick wants to own the Premium space and as Cadillac continues to evolve and yes become a direct competitor with German luxury brands, now is the time for General Motors to show keeping the Buick brand, after closing several others, was a good decision. Fortunately, the products are getting better but the brand itself still has a major way to go as it assumes a more lofty aspirational brand identity.



The Human Highlight Reel campaign is a fairly typical attempt at facilitating the brand change. I'm sure the consumer research came back showing that Buick considers or the aspirational customers Buick wants to attract are free thinking (think brand agnostic), self motivated people who don't want to follow the herd. As a way to attract these consumers, the brand is trying to appeal to that person through inspirational content that shows the spirit the brand wants to embody or at least thinks its desired customers embody.

I'll admit it is personally difficult for me to see Buick as anything other than my mom's car. She had a nice, yellowish 1976 Buick Skylark coupe. It was mom's car from 1976 until the late 1980s when she finally sold it. Amazingly, it looked just as good the day she let go of it as when she bought it off the car lot. I definitely get my cleanliness when it comes to cars from my mom (my dad's Nissan Sentra had several weeks old McDonalds bags and various trash all over the floor. No wonder they got divorced.)

Fortunately, others may be more open to the Buick brand than I am and fortunately too they are making some solid products to back up the marketing change, because it doesn't matter how bad you want to attract new customers - you have to have the right products to meet the desired change.


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Thursday, October 14, 2010

Sponsorship Marketing: Ford's Activation at BlogWorld



I’m at BlogWorld this week. As an avid blogger and someone who has experienced the amazing impact blogging has had on my own professional career and personal relationships, I love what blogging means to social media and in an age where everyone talking social media usually talks Facebook and Twitter we are all reminded, here at BlogWorld, that blogging is a major, major part of social media.

But this is an automotive marketing blog and like any good blogger I better know my audience and you didn’t come here to hear me wax poetically about social media; instead, I’m going to talk about a brand I have an affinity for – Ford.

As a Gold Sponsor, Ford is everywhere. They are one of three Gold Sponsors with the other two being Mandalay Bay and Kodak. Of course Scott Monty (@scottmonty) is here and so are some people from the Ford social media team including Brian McClary (@brianmcclary). The brand is present with large Ford logos throughout the building on several posters that communicate the way to rooms and featured behind speaker panels. The program everyone carries also has a healthy Ford logo on the cover.

Where it gets interesting is with Ford’s experience approach to social media. One of the things Ford does very well is create experiences with their products in a way that gets people talking – and blogging – about their immediate reactions with the brand. To do that at BlogWorld, Ford is hosting test drives with a full range of vehicles. Yes! I finally get to drive the new Mustang GT 5.0.

BlogWorld brings together an audience that loves to publish, by definition everyone here is a self-publisher, and here Ford is tapping into that natural instinct with conference attendees and they don’t need to do it with win a free trip or here is $5,000 for the best uploaded YouTube video; instead, the community responds by participating and then sharing their experience. This is true User Generated Content.

Ford is using a couple tools to promote their test-drives. The hashtag #FordBWE (BWE – stands for Blog World Expo and is being used by the conference as #bwe10.)

The test drives are being done via registration using the social media tool PlanCast and Tungle.Me. Both are simple applications that use existing social media log-ins (Facebook and Twitter) where people can “Count Me In” or sign-up for a specific date and time appointment.

I’ll be there tomorrow at the driving event and hope to share how Ford setup the event Mandalay Bay Casino. So, expect some impressions from me about the new Mustang GT 5.0 if you follow me on Twitter (@cbaccus.)

UPDATE:
Unfortunately I attempted to drive a Mustang GT 5.0 but failed. When I went down for my allotted time someone took another half hour in the car and I was tired of waiting so I decided to come back the next morning, but didn't get a chance then as the morning ended up being fairly busy.

Ford did one other thing I noticed Saturday morning. They decided to use a Promoted Tweet in the #bwe10 Twitter search thread. What this does is anyone following the hashtag #bwe10 (BlogWorld 2010, in case you didn't get the meaning) will see the Promoted Tweet on the top of all Twitter searches for that hashtag. I personally liked this approach since conference attendees are the ones most likely following the hashtag and it gave Ford an easy way to remind event goers that they were holding test drives at BlogWorld.

Full disclosure: I used to work for Ford at their Agency of Record Team Detroit doing Digital Marketing Strategy, but left there three months ago. I was not involved with this event or any of its planning before I left.


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