Last week, Marketing Factory (MFI) travelled to San Antonio, Texas to bring high-profile entertainment to the annual gathering of American Honda executives and their dealer body representatives. MFI arranged the opening night reception entertainment. Three Texas-sized artists took the stage during the cocktail hour at La Villita on the Riverwalk. Jesse Dayton, a Honky Tonk and Rockabilly artist who has contributed to the music of Johnny Cash, Waylon Jennings and Willie Nelson, performed alongside the rockin’ swing band Heybale and Blues guitar legend Alan Haynes. Our artist relations team braved the sweltering heat to make sure everything ran smoothly.
For the final night of the conference, MFI turned the San Antonio Convention Center into a full-blown concert venue. Our production designers and team of Riggers, Lighting and Audio engineers built a beautiful performance space. The headliner was the Grammy Award winning band Train. MFI and Maritz co-managed a meet and greet with lead singer Pat Monahan and guitarist Jimmy Stafford for Honda VIPs. Hundreds of Honda dealers, marketers and salespeople sprinted towards the stage. They crowded around, cameras in hand, dancing and enjoying the private performance from the popular pop-rock group.
During our stay in San Antonio, MFI also had a chance to attend the Honda Business Meeting and auto salon luncheon. We’re proud of Honda’s past achievements, especially the success of Civic Tour and the Honda Stage at music festivals. We’re excited for what’s next and thank Honda for making us part of their marketing team.
The first weekend of the Coachella Valley Music and Arts Festival gets underway with a killer lineup, tons of emerging talent, and pool parties galore. Many brands flock to the first weekend to throw elaborate, celebrity studded bashes that draw huge crowds. This year, brands are shaking up the status quo as they compete for trendsetters and hipsters. However, if you’re a celebrity, you’re most likely getting paid big bucks to attend any parties or to attend the festival wearing branded clothing. Yes, some are envious of this status.
Coachella continues to be a big draw for fashion brands including H&M, Guess, Urban Outfitters and Lacoste, in addition to hundreds of fashion bloggers, vloggers and trendy scenesters. A few brand parties to check out:
H&M, the official fashion brand of Coachella 2014, will throw a late-night party at a never-before-used venue near the festival grounds on Saturday. H&M’s rager is set to rival the popular Neon Carnival held at a nearby small airport by Nylon with Olay Fresh Effects and GUESS.
GUESS will also host their annual invite-only weekend hotel bash in Palm Springs.
Marc by Marc Jacobs will host a one-day-only pop-up shop at the Ace Hotel, which will feature the labels Spring 14 eyewear. On Sunday, Adidas will host The DO-Over’s 4th annual BBQ and pool party at the Ace Hotel, expected to bring dozens of “all-star beat junkies and mystery guests.”
LACOSTE will return with its fifth annual weekend-long “Desert Pool Party” at a private estate in Thermal. There will be a lineup of celebrity guest DJs and an array of sporting games at the event.
Each year more and more brands cleverly tap into Coachella to connect with music fans organically. What parties are you hitting?
Video effect graphics software and hardware has come a long way since the days of claymation. Check this out.
Music videos aren’t just on Vevo, they can now be found originating from Grand Theft Auto
Playing it cool is essential when remaining relevant to millenials and teens. How does Taco Bell respond to teens asking them about marijuana legalization? "We make tacos, not laws," TBell said.
Beef doesn’t just reside in the world of hip hop. Tiesto is mad at Deadmau5 over Avicii. How cute. http://elitedaily.com/music/music-news/deadmau5-trolled-the-world-during-his-ultra-set-and-tiesto-wasnt-a-fan/
The King of Pop has a vocal-only demo circulating the web and it proves his expertise as a musician and understanding of the language of music http://lacienegasmiled.tumblr.com/post/77598143356/demo-of-beat-it-composed-using-only-michael PLUS he’s got a new album coming out soon! http://www.thewrap.com/michael-jackson-xscape-new-album
Flaming Side of the Moon, a companion album to Pink Floyd’s Dark Sid of the Moon by the Flaming Lips is streaming online, and in this link http://thefutureheart.com/flaming-side-of-the-moon you can even listen to it while watching The Wizard of Oz
From Friday, May 24 thru Monday, May 27, 2013, Marketing Factory produced a brand experience for Honda at Sasquatch! Music Festival at The Gorge Amphitheater in Washington – chock-full of vehicles, costumes, photo booths, custom photo prints and iPads connected to a social sweeps. Although Honda was the most recognizable brand at the popular Pacific Northwestern music festival - there was another brand presence that melded perfectly in the surroundings of the locale: The Gap.
The Gap footprint was aptly titled “Camp Gap,” which consisted of a large open-aired cabin with mariner’s rope fencing, lined with small spruce evergreen trees, areas to play backyard bean bag and ring toss, and great landscaping with custom rocks, gravel and more.
While stage changeovers occurred, concertgoers participated in activities like face painting, hair thread wrapping, temporary tattoos, professional jean short fraying (with the hashtag “#LifeIsShorts) and a penny imprint machine for a Sasquatch! keepsake.
These activities were advertised digitally via The Gap social networks and onsite via music festival handouts and signs made of tree trunks surrounding the Camp Gap cabin.
The overly rustic decor fit like a square peg in a square hole - the environment of central Washington is the ideal setting for a structure like this, as if it was meant to be there, even when the festival is not. A natural footprint like this is not only inviting for the typical festival attendee, but is the type of brand awareness initiative that fosters positive feelings and keeps fans present in the activation for long periods of time.
Most visitors to Camp Gap were female and looked to be college-aged locals to the Pacific Northwest (Oregon, Washington, Idaho, British Columbia). While we consistently strive to push the boundaries for innovative event activations for brands that reach music enthusiasts in a similar demographic, we have to admire the detail and effort placed in to the Camp Gap experience and hope to see them at a festival again this summer.
Take a deeper look at the Honda Stage experience at summer music festivals across the country including Sasquatch!, Governor’s Ball and Austin City Limits Music Festival here.
It looks like Lollapalooza has a fairly solid lineup this year with upcoming acts like Young the Giant, Grouplove, Phantogram and CHVRCHES.
The Ultimate Fighting Championship (UFC) is an internationally famous, brutal, mixed martial arts promotion company that hosts the top fights and contenders in violent bouts that can at times, lead to gruesome displays of blood, injuries, and unfavorable arenas for brands to place themselves.
Big brands are starting to openly sponsor UFC fighters, but are managing to do it without endorsing the controversial UFC itself. On Saturday, March 15, Johny “Bigg Rigg” Hendricks took punch after punch from the “Ruthless” Robbie Lawler in the packed American Airlines Center in Dallas, Texas. After five rounds, it was Johny Hendricks “hoisting the belt, smiling while bearing a busted right eye and wearing a bright orange Reebok branded shirt like he was king of the world.”
That’s great news for Reebok, who competes against the dominant fitness brands Nike and Adidas. Reebok has begun a re-branding effort focused on fitness. One of its first efforts was to associate with UFC’s Johny Hendricks.
After the match, Hendricks told Forbes that he has been with gear companies in the past but would have problems getting the right gear to help him train. He said, “Reebok has helped me tremendously with my training. You have no idea how much it means.”
It’s surprising that a champion mixed-martial arts fighter has had trouble getting the proper gear to train for his sport. Reebok chose to associate with Hendricks because he lives a fitness lifestyle 365 days a year. The Reebok and Johny Hendricks partnership seems to be mutually beneficial, but Reebok isn’t looking to sponsor the UFC, according to Forbes. They’re only looking for people who are great fits for the brand, like Johny.
Controversial yet popular industries are touchy subjects for brands.
Like in the UFC, brand sponsorships in electronic dance music (EDM) are lean. The Reebok/ Johny Hendrix partnership could serve as a model for brands hoping to partner with EDM artists without endorsing the controversial culture.
Recently, Ralph Lauren did a promotion with Avicii. The music video for Avicii’s ‘Wake Me Up’ features items from the Denim & Supply Fall 2013 clothing line. Ralph Lauren taps into EDM culture with what seems a very brand-safe approach.
Of course, there’s still risk for brands sponsoring UFC and EDM.
For example, Andersen Silva (Middleweight champ with the longest title defense streak in UFC history) was sponsored by Nike and was expected to destroy Chris Weidman. Instead, he infamously got knocked out after showing unsportsmanship-like behavior in the octagon and followed that up by sustaining a horrific break when he checked a leg kick thrown by Weidman in the follow-up match.
Reebok demonstrates how the stars can align and the brand can reap the benefits of sponsoring a champion – similar to the success of Ralph Lauren and Avicci. Nike demonstrates the opposite end of the spectrum when it comes to developing campaigns with high risk, high profile partners – which is exactly why brands have been so hesitant in the EDM world.
As EDM continues propelling into the mainstream, more brands will likely take the leap and begin experimenting with EDM sponsorships. The current market is sparse and opportunity awaits those ballsy brands that will make a hit, just like Johny and Reebok in the UFC.
Watch a clip of the winning video from the Ridgeline Road Warriors project, presented by Honda, Surfline and Hurley. Eric and Evan Geiselman will receive $2,500 to donate to a charity of their choice. See the full video at http://www.surfline.com/surf-news/72-hours-of-surf_106602/
“Snapchat is my most valuable marketing tool right now.” - Gary Vaynerchuck, New York Times Best-Selling Author.
That’s a quote you’ll start to hear more often as a parade of brands begin experimenting with marketing on Snapchat. McDonalds, Taco Bell and Acura have all joined the millenials on the popular ephemeral messaging service, where users can send their friends a photo or video that will disappear after 10 seconds. It’s a new age of marketing for those hoping to reach kids 13-25. Other fast-growing messaging platforms like Kik and Facebook’s WhatsApp will all see an increase in brand recognition and marketing strategies (if we have anything to say about it.)
At first, brands were slow joining the ranks of one-to-one messaging apps because they were unable to broadcast and engage with a mass audience. However, these apps are “evolving to become more like platforms.” This presents marketing potential for brands trying to reach young adapters on apps like Snapchat, Instagram direct, and the increasing popular Kik.
McDonalds recently began experimenting with Snapchat “stories” to announce the new bacon clubhouse sandwich. In a video, LeBron James appears and says “Welcome to the club.” The video shifts to a photo of burger and fries with the text “New bacon clubhouse.”
In a story, marketers can stitch together a series of photo and video clips that users can view for up to 24 hours and can be replayed as often as someone likes during that time. They appear as a status update, with the most recent upload on the top and they can be made visible to individuals, small groups, or everyone.
Why are brands now starting to experiment with new messaging and social services?
That’s where the audience is. Snapchat has 30 million active monthly users predominantly 13-25, sending more than 400 million snaps a day. Another study found 77% of college students use it daily. [Infographic]
The only form of communication I have with my 18-year-old sister is through Snapchat. She’ll send me a picture of what she’s doing or a selfie with a message overlayed like “I don’t want to go to work today,” or “kittens!” I take a selfie, type a quick message (you’re limited to around 40 characters) and send it back. We don’t text, we don’t talk on the phone, and like most young adults, she doesn’t use Facebook anymore. When I asked her if she followed any brands, she replied, “no.”
That’s about to change. I foresee a future of stories revealing product launches, exclusive photos and videos, and opportunities for “insider-knowledge” on a brand, product or service. Instagram’s paving the way by inking a deal with Omnicom for $100 million in ad partnerships. It’s sure to add “quality” photos to feeds from Omnicom brands paying for space. When I start seeing ads for things I’m not interested in every time I log in, Instagram will start to lose me. Plus, I already follow my favorite brands — Arbor Collective, Free People, Gypsy Warrior. I consume and enjoy their content daily
It makes sense that 73% of college students said they would open a Snapchat from a brand they knew and 69% o said they would be willing to friend a brand on Snapchat. There is opportunity here. The only question is, is your brand ready? We are..
—Sydney, 23, digital marketing coordinator
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