Showing posts with label media buy. Show all posts
Showing posts with label media buy. Show all posts

Monday, January 14, 2013

Honda Advertises on the Associate Press Twitter Feed

There was an interesting revenue tactic last week by the Associated Press when technology company Samsung advertised on the AP's twitter feed during CES.  AdWeek immediately covered the story, since there is some discussion about AP blurring the line of between "editorial church and state."

Another week and another big industry event, this time the North American International Auto Show (NAIAS) in Detroit and sure enough the AP's Twitter account is again posting sponsored tweets this time for Honda and Acura. Both posts featured the upcoming concepts the brands were featuring to interest AP's 1.5 million twitter followers.

This is an interesting tactic since one can assume a lot of media from other publications follow AP on Twitter.  If a brand can get their news to journalists in a quick way through what could be seen as a target media buy to a difficult to reach audience - reporters, this may not be all that bad of a tactic. Unless it backfires as crossing some line as some commenters on Twitter have expressed.

What will be telling is how long this lasts.  It could be seen by Twitter as a challenge to their own advertising model.  If Twitter accounts start selling their tweets directly to brands, this could usurp some ad dollars from the company providing the community and with a looming Twitter IPO on the way this probably won't last long.


If you want to hear some more on this topic, checkout this week's BeanCast Marketing podcast that I was a panel member on. We discuss this topic in depth as well as several other current marketing and social media topics.


Friday, August 17, 2012

Confusing Your Models

This is a new one.

Model Carolyn Giles is suing Volvo after the company supposedly ran some ad units on an Australian dating website inviting singles to "spend a night with the Swedish model of your choice."

The issue with the ad has a lot to do with the double meaning of 'model.' Unfortunately, the copywriter's play on words is bringing Volvo into court..

The misleading copy of 'model' is now a $23 million lawsuit Giles has filed against Volvo, Hertz and her modeling agency. It's doubtful the damages are anywhere near that significance.  Regardless, it is a good lesson in ad copy and media buying.

Sure a good play on words can grab the site visitor's attention just make sure you still respect the integrity of your talent.

Source: [Dailymail]

Thursday, June 2, 2011

Jaguar Tries Sponsored Stories on Facebook

Facebook launched the ability for brands to sponsor posts and this morning I caught one example from Jaguar who decided to shine some attention on a recent Forbes magazine review of its Jaguar XJL.

The ad shows up as a "Sponsored Story" from Interactive Jaguar, which is the Facebook fan page for the Jaguar brand. When you click the story you are brought to the Forbes website to read the review.

In a bit of media buying hilarity the Forbes article that Jaguar is sponsoring on Facebook is being heavily sponsored by Hyundai and BMW with the two competitors (well I guess only one is a direct competitor) advertising on the Forbes website. Fortunately the review is about Jaguar and does offer some great thoughts on the XJL for readers.

Wednesday, December 15, 2010

Luxury Site Offers Cheap 2011 VW Jettas

Luxury retail discount site Gilt is selling a few 2011 Volkswagen Jettas for the low, low price of $5,995. That's right, as part of the launch of the new Jetta, VW partnered with the luxury online retailer to help gain some awareness with the stylish Gilt customer base.

If you don't know what Gilt is here is some information from their website: "Gilt Groupe provides invitation-only access to highly coveted products and experiences at insider prices." Basically, the site (and new mobile application) offer discounted clothing, home goods, travel and its first ever car for sale. Brands are high-end labels - think Neiman Marcus or Saks Fifth Avenue customers on a budget.

The purchase experience is very similar to American Express when they offered a BMW Z4 for $5k in 2004 during their My Life My Card promotion. Like the American Express offer, the VW sale requires some quick clicking since only 1 lucky person a day for 3 days will get the deeply discounted price.

Overall, it's not a bad way to generate some awareness for a new car launch beyond a typical media buy. Plus the Gilt Group's exclusive audience (yes, I've been a member for a few years now) fits the VW Jetta target enough to warrant interest whether the Jetta shopper is looking for himself or one of their kids.