November 2009

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“The (not-so) Blind Side” of Product Placement

November 24, 2009 in Film by Lauren McCabe | No comments

The Blind SideLast night I saw The Blind Side starring Sandra Bullock.  On a level of measuring pure enjoyment, I would definitely recommend this movie to everyone, especially during this holiday season.  It was a true feel-good movie.  But as a marketer, I couldn’t help but see product placement throughout the entire film.  Sure, some of the brands like Taco Bell are true to the real-life story in which this film is based.  (Sean Touhey, played by country superstar Tim McGraw, owns Taco Bell franchises throughout the Memphis area.)  However, audiences can’t help but feel like they are in one big ad for Under Amour with a touch of Ralph Lauren, Nike and BMW.

Being a sports movie, there are plenty of reasons to see Under Armour on the chests of the Wingate Christian School’s football team as well as their in-state competition.  But during a fun little sequence showing SJ, the youngest of the Touhey clan, running drills with Michael Oher as he prepares for the football season, you can’t help but notice the Under Armour logos on his clothes, too. 

I personally have nothing against product placement, especially when it flows naturally within a film’s storyline.  However, I think The Blind Side went a bit too far.  Sure, the Touhey’s have money and would probably ride around Tennessee in very expensive BMWs.  However, when the back side of Sandra Bullock’s jeans flashed a brassy Ralph Lauren tag, I couldn’t help but be blinded.

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Pink Glove Dance

November 23, 2009 in Integrated Marketing, Online by Lauren McCabe | No comments

Pink Glove DanceWatch the Pink Glove Dance video

This video from Providence St. Vincent Medical Center in Portland, Oregon is a great example on how internal communications teams can use video to discuss a cause or internal platform.  This video was used to promote breast cancer awareness throughout the Providence medical system.  Providence St. Vincent employees including doctors, nurses and cafeterial staff doned pink latex gloves and danced to Jay Shawn’s “Down”.  

This video proves that you don’t need to work for a media company to use video and music to share a message.  In addition to the employees and patients at the hospital, the video has now been seen by over 450,000 viewers on YouTube.

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Tis the Season … to be Frugal

November 19, 2009 in Integrated Marketing, Television by Lauren McCabe | No comments

Best Buy CarolersFor anyone taking notice of the start of this year’s holiday commercials, you’ll see that spending is out and saving is in.  Retailers like Wal-Mart, Target and Best Buy are focusing their messages on “value” and “smart shopping”.  It seems that almost everyone is already touting their Black Friday discounts and their plans to honor the lowest prices found.  This makes sense since according to a new Nielsen survey, 42 percent of U.S. consumers surveyed said they are planning to spend less money on holiday gifts than last year.  Only four percent intend to spend more. 

This theme is not new for business, especially those retailers and manufacturers who cater to budget-conscious consumers.  However, what is interesting to note is that I have yet to see one of those ever-present Lexus “December to Remember” ads that we’ve seen for years.  Apparently getting a car with a big red bow for Christmas or Hannukah this year is not the priority for Americans.  Surprised?

Watch Best Buy’s singing Twelpforce carolers in one of this year’s holiday commercials.

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A Warning for ESPN

November 17, 2009 in Sports, Television by Lauren McCabe | No comments

ESPN Sport Center

After years of being the jewel of cable’s crown, ESPN has reason to sit a bit uncomfortably on its throne.  The $30 billion merger between Comcast and NBC Universal poses a huge threat to ESPN’s sports status and a possible lead takeover in regional and local coverage.

Comcast has been making slow and steady strides over the past year by launching an online news operation featuring famed MLB reporter Sean McAdam and NFL reporter Tom Currant.  It is also building out regional sports sites in Chicago, San Francisco and Washington according to the Sports Business Journal. 

But the merger also gives Comcast ownership of NBC Sports, one of the Peacock’s most valued assets.  NBC Sports has the rights to the 2010 and 2012 Olympic Games, the U.S. Open Golf Championship, the Kentucky Derby, Wimbledon, The French Open, some NFL games and the Stanley Cub Finals.  For the cable provider, this could mean big bucks in video on demand programming and special events channels.

However, ESPN has 30 years of global brand recognition and expertise that this Comcast sports insurgence must compete with.  ESPN is known for their coverage of alll-things sports as well as their award-winning programs like Sports Center and their ESPN.com website.  It has even been recognized on Gatorade bottles when the channel celebrated its 25th Anniversary in 2004.  There is a lot of power to ESPN, but it’s possible that Comcast-NBC Universal’s domination in verticle integration could create a new king in sports coverage.

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Cable Mavericks at IMC

November 11, 2009 in Integrated Marketing, Medill, Television by Lauren McCabe | 1 comment

Cable Mavericks at Northwestern University

Today Executive Vice President and General Manager Steve Schiffman of the National Geographic Channel will be on Northwestern University’s campus as part of The Cable Center’s Cable Mavericks educational series. 

12:15 – 1:15        BUSINESS DEVELOPMENT & STRATEGY PRESENTATION

                                THE MEDILL SCHOOL

                                McCORMICK-TRIBUNE CENTER, 3RD FLOOR

 

5:15 – 6:15           CASE STUDY PRESENTATION

                                THE KELLOGG SCHOOL OF MANAGEMENT

                                JACOBS CENTER, ROOM 168

 

6:15 – 7:15           RECEPTION

 

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Big Bird’s Big Birthday

November 10, 2009 in Integrated Marketing, Online, Television by Lauren McCabe | No comments

Sesame StreetHappy Birthday to Sesame Street!  The children’s television show is celebrating its 40th Anniversary on the air and the marketing campaign surrounding it is everywhere.  Google has decorated its famous homepage logo with the lovable characters throughout the month.  Articles about the show can also be found in practically every newspaper and magazine. 

Where else have you seen the Sesame Street characters?

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Goodbye Music Store, Hello Snuggie

November 9, 2009 in Music, Television by Lauren McCabe | No comments

weezer snuggieWatch the video: The Weezer Snuggie commercial

Alternative rock band Weezer has found a new way to sell their latest album Raditude through a partnership with infomercial darling Snuggie.  With traditional CD sales continuously decreasing, Weezer has teamed up with the makers of the armed blanket to sell their music and create tons of buzz.  For $29.99 music lovers can get cozy with some blue fleece and head nodding tunes.

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A Wal-Mart Ad Everyone Could Love

November 3, 2009 in Television by Lauren McCabe | 2 comments

walmart-logoI’ll be the first to admit that I’m not the biggest fan of Wal-Mart.  However, its latest tv commercial that I saw twice this morning while watching NBC’s Today Show left me feeling better about the world’s largest retailer.  Now, I don’t feel like I’m enough of an expert to make comments about creative execution, but what I can say is as a marketer Wal-Mart’s strategy with this :30 spot is right on.

The commercial shows an older man packing his suitcase for what turns out to be a trip to see his children and grandkids for the Thanksgiving holiday.  The voice over explains that by saving smaller amounts of money on everyday things here and there throughout the year, customers can have enough money for those more meaningful things in life.

As I stated before, I’m not a Wal-Mart customer, but this commercial really spoke to me and will most likely speak to consumers who are trying to save enough money to go home for the holidays, take a well-needed vacation, buy a large-purchase item or pay off a credit card.  Wal-Mart has done a great job in tapping into a major consumer insight that has arisen during this economic climate.  I may actually think about shopping at Wal-Mart now.

At this time Wal-Mart has not yet posted this commercial on its video site, but as soon as they do I will post it on this blog.

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C is for Cookie, Connectivity and Cash

November 2, 2009 in Integrated Marketing, Online by Lauren McCabe | No comments

Since 1917, thousands of Girl Scouts dressed in a signature green sash or vest have been pounding the pavement to sell cookies to their relatives, neighbors and parents’ coworkers. The annual Girl Scout cookie sale has provided millions of dollars in funding for local Girl Scout troops and councils, in addition to major brand recognition for the organization as a whole.

This year one eight-year-old scout, Wild Freeborn of Asheville, N.C., decided that knocking on doors would not get her to her goal of selling 12,000 boxes (the cost of sending her troop to summer camp). So, with the help of her web designer dad, she decided to post a video on YouTube and sell boxes online. Right away, Freeborn sold 700 boxes.

Obviously with the great realization of online orders, Freeborn was able to tap into an unmet consumer need – quick and convenient online shopping of Girl Scout cookies. Even at a young age, she was able to observe current buying behaviors and realize that if consumers would buy anything from shoes to groceries online, they would certainly do the same for Samoas, Tagalongs and Do-Si-Dos. No longer would the Girl Scout cookie market of Asheville need to wait with cash on hand for a knock on the door or the chance set-up on a busy sidewalk.

But, when the local Girl Scout officials got word of her new media selling tactics, they shut her down. According to Freeborn’s interview on NBC’s Today Show, the Girl Scouts of America have a policy against selling cookies online since it believes online retail takes away from its wholesome and traditional brand identity. But, with a recent USA Today article reporting a 19 percent decline in pre-order cookie sales during this year’s annual drive in January and February, one may wonder why the Girl Scouts of America would impede one young entrepreneur’s goal. At $3.50 a box, that’s a large chunk of change is lost Thin Mints.

Reposted from The Vitamin IMC blog (March 17, 2009)

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