VW uses multiple channels for newest marketing campaign

Gotta love when companies integrate their marketing strategies. I mean, why not. It makes more sense that way because it offers a consistent and more cohesive vision. Consumers can easily associate each channel to the same brand. And, this is a very creative use of a print ad. Why not make it interactive. Companies are finding that consumers respond more to interactive marketing. And, of course iPhones are the "it" thing at the moment, so why not offer an interactive app that showcases their products.

The only thing with mobile marketing is that it limits your reach, so if you can show part of the campaign in print then you fill some of that gap. I admit I haven't seen the print ad in person and I haven't actually tried the app out so I don't actually know how successful it is or how easy it is to use. That said, from what I can tell it looks pretty cool. Plus, it is from VW and they usually have very clever marketing (I know that isn't a very good reason, but I'm going to go with it for now).

Let me know your thoughts.

Side note: It looks like the video has been removed from YouTube, so I guess we'll have to go by the image and article I found on AutoBlog.com.

Target Kaleidoscopic Fashion Spectacular

Check it out, my friends at Target did it again with an awesome fashion-light show in New York. Very proud to have worked beside these innovative individuals.

TED | Ads Worth Spreading | Target Kaleidoscopic Fashion Spectacular

AND, they won an award from TED. Bravo! Another event done well by Target.

Deliver a lot of happiness

Coke took their Happiness Machine campaign mobile and international. After the success of the Coke Happiness Machine (with 3.2 million hits on You Tube) they created a branded Happiness Truck that brings cheer to patrons with a free pop. The Happiness Truck creates an exciting, feel-good experience for consumers that they don't expect. No one expects to get a free Coke let alone a free surf board on the street from a truck.

When someone sees a Coca-Cola truck parked on the street you probably think nothing of it. But, by simply adding a call to action (push button) all it takes is one curious person to create a full blown event. I do find it interesting that all it took was some simple branding and a push button to attract its first consumer. I applaud them for not splashing a huge message on the side of the truck...it adds to the surprise and delight concept, or in their words "Deliver a little happiness."

Passers by lined up to get a better look at the truck and to get a free Coke. Coke didn't stop there which makes it that much better. Creating exclusive and random giveaways along with the free Coke gives another level to the experience. Consumers are thrilled to find out that they are one of few who got a beach ball or a pair of red sunglasses. And we all know how much people love free things. The funny thing is that you still need to be mindful and creative when it comes to the giveaway. If Coke was giving away something that wasn't relevant, like a mouse pad or luggage tags for example, consumers wouldn't be as excited about it and they most likely wouldn't use it again. If the truck is at a beach like it was in Brazil why wouldn't you give away sunglasses and beach balls. It sounds simple, but it makes sense. Too many companies make the mistake of giving away random things. The more creative and relevant the giveaway the more likely the consumer will reuse it.

I think the best part of the campaign is the viral component. 3.2 million hits on You Tube is incredible! As of today the Happiness Truck has close to a million hits and it was just posted a month ago. Just seeing the smiles on everyone's face is what marketers dream of. What a great campaign. It definitely makes you forget that Coca-Cola is not good for you :) Now the question is....what is Pepsi doing to keep up?

Back in action

It has been a LONG time since I blogged about anything. Life got in the way and I couldn't keep up with the blog. But, I'm determined to keep it alive, so hopefully I'll be able to blog at least once a week. There are so many things going on that I can't wait to share. Here goes nothing...

Barbie gets a brand makeover

This is a fascinating article about the updates to the Barbie brand. Barbie is a prime example of how a successful brand can create multiple subrands causing confusion and a lack of cohesion. I look forward to seeing the updated packaging and marketing surrounding the ONE Barbie logo and pantone color. Everyone should be able to call out the Barbie logo and to immediately identify that PMS 219 equals Barbie. It may seem minor to some, but consistency is key.

Snapple - you can learn from this. (reference to my previous post about Snapple having multiple logos on their various products)

Jet Blue lands in a parking garage

[Source: springwise.com]

I love creative marketing and I think JetBlue did just that with a recent out-of-home strategy. With the help of Carspaze, JetBlue transformed a section of a parking garage into a whole new experience. The creative features a huge billboard for JetBlue and tops it off with runway lines and clever messaging. I think it is refreshing and creative to bring out of home marketing into a typically dark and depressing venue. I would love to see car manufacturers take advantage of these new ad placements.

Not sure that car manufactures will listen to me, but I suggest utilizing this as a model to "pimp out" a few parking spaces for your customers. For instance, BMW should have a BMW owner section that showcases the look and feel of the brand and creates a feeling of being a VIP. Obviously you can't actually reserve the spaces for BMW drivers, but it would be interesting to see how disruptive and impactful the marketing would be. It not only brings awareness to non-BMW customers of their commitment to customer service, but it also makes BMW customers feel that much more important and a part of the family building more brand loyalty.

Just a thought for all you car makers out there. It is a tough economy and customer satisfaction and loyalty is one of the only things keeping you afloat. If you do decide to use my idea I'll be expecting a thank you card with a big check in the mail shortly.

Let me know your thoughts.

Drugstores makeover their beauty department

The economy has truly changed the way people shop for everything. So, when drugstores noticed that women still want their premium beauty products, but at a lower price they ramped up their strategy. CVS and Walgreens have both redesigned their in-store experience by creating a destination for beauty.

CVS transformed their beauty department into a spa-like boutique. In addition to selling beauty supplies in select stores they are also offering spa services such as facials and manicures. The new boutique is attached to the drugstore through a breezeway offering a separate entrance. The objective of the new boutique would be a destination for those who want department quality product and experience.

Walgreens has a similar strategy, but instead of building a boutique onto the original store they are updating the current beauty section within a few of their stores. The new beauty department features a bright and spacious layout that has a similar feeling as the department store makeup counter.

Both stores plan to roll out these new concepts to more stores this year. Although the idea of updating their beauty department is definitely a good idea, especially with the focus on updating the shopping experience, I'm not sure they will reach the consumer they are hoping for. People shop drugstores for quick shopping solutions. To create a boutique atmosphere you are inviting the customer to spend longer in the department, which should increase sales. Although this is no doubt the objective, these drug stores need to do a great deal of brand positioning to inform consumers of their updated shopping experience. They should truly leverage the more welcoming in-store experience and rely heavily on word of mouth. I'm looking forward to seeing the activation in a store to judge for myself. If any of you have seen one of these test stores I would love to post photos. [Chicago Tribune]

Attack on Target

Piggy-backing on the success of the I am a Mac, I am a PC ads by Apple Walmart decided to attack their biggest competitor, Target. The only problem with the ad is their lack of creativity. The reason the Mac ads are successful is because they are funny, people can relate to them, and they are creative. The Walmart ads are a lame attempt to be clever. There are so many things that set Walmart apart from Target and it should be those things that they should be leveraging in their marketing.

The funny thing about the first add is if you read the copy in the blue section without reading the red it reads: Walmart - Don't Buy It. I'm thinking that isn't the message Walmart had planned on. They should really think twice about what they say if they continue with this campaign.

Overall, very disappointing... but another reason for me to dislike Walmart.

A new way to look at a brand logo

Sorry it has been awhile, but things have been crazy since I got back from Paris. I have much to blog about, but can't seem to find the time. In the meantime I thought I would share an interesting article about brand logos and how the changes of typography make a huge impact on the overall impression of a brand. Take a look...

Au Paris

I will be vacationing in Paris for the next week, so the blogging will be at a minimum. I will definitely keep my eyes open for any interesting and blog worthy events or marketing promotions, but I can't promise anything.

Check back on May 26th

Window Ads

This economy has left several vacant retail spaces in prime locations. Instead of taking a loss every month without rent landlords are renting out the windows for advertisement. Companies are taking advantage of the the economic climate to further build their brands. This is a great way to bring billboards to eye level to really interact with the market. It is very unexpected and very creative especially by going beyond a banner hanging in a window. These ads include building decals and 2D artwork. Plus, it makes gloomy and depressing vacant retail space look more vibrant and inviting. Brilliant! [source: New York Times]

BMW Z4 Masterpiece

[source: CarType]

The "Expressions of Joy" campaign launched this week by BMW features a football size painting by the newly designed 2010 Z4 Roadster. This elaborate marketing strategy includes print, online, video, and mobile efforts. Inspired by the Art Car exhibit, a traveling exhibit that features famour artists who utilize BMW cars as their canvas, this new strategy utilizes the Z4 as the brush to a masterpiece.

The campaign utilizes the expertise of artist Robin Rhode and Filmmaker Jake Scott and began with an art installation at Grand Central Station in New York City. Scott documented Rhodes creating the art with paint dispensers on the back of the wheels of the Z4 and created a short film. This documentary aired on Saturday on Discovery HD. Footage was also captured for online viral videos. The artwork created will also be featured in out-of-home and print campaigns to help launch the new Z4.



This marketing campaign is ellaborate and creative. It stems from existing arts partnerships and collaborations which assists in its success. BMW didn't just do one component of the strategy, instead they blew it out to encompass several marketing outlets. If the campaign was strictly out-of-home or strictly viral it wouldn't have been as successful. BMW's marketing is always well thoughtout and executed. The campaign is on-brand and truely brings attention to the newly designed Z4. It also brings more attention to BMW's collaboration and dedication to the promotion of art and design. [source: MarketingDaily]



Check out the viral marketing as well.

Gap and Havaianas unite in NYC

To kickoff the partnership with my favorite flip flop brand Havaianas, GAP utilized their flagship store in Manhattan to create a mini pop-up store between April 30th and June 13th. I'm calling it a mini pop-up store because GAP has a small space attached to their flagship store that they use for various promotions and partnerships. Although this is a great "flex space" to feature what is new at GAP, I think that they should have gone a step further.

I wouldn't say that this pop-up is at the caliber of Target or other retailers who utilize different spaces throughout the country with a different look and feel each time. Pop-up stores are known for "popping up" (for lack of better word) where you least expect it and completely blowing out a space to leverage the promotion. It creates a unique experience outside of the typical retail environment that is exciting and fresh. By utilizing an existing GAP store the only newless is the product, which can be found at any GAP store. Why would I go out of my way to go to this "pop-up" store when I can go to my local GAP and get the same product and have the same experience. I'm not sure that they differentiated this store enough from their chain stores. The only difference is that at this store you can embellish your flip flops. Why would I want to embellish my flip flops? I guess that could be cool to some people, but I'm not sure that embellished flip flops are really a trend at the moment. And, I don't know that I would pay extra to embellish my flip flops.

GAP did brand the small space Havaianas, but essentially it is in a GAP store. I'm sure that by utilizing this existing space GAP saves themselves a lot of money, which they probably need to do since they aren't doing so hot, but I would have rather seen GAP take more risks and to think outside of the box. I think overall their marketing is weak and really lacks focus. There is no clear GAP message the is communicated to their audience. Instead, they focus their attention on leverage celebrities to sell their brand. It hasn't been working, so I think it is time they try something new.

Although I feel that the promotion is just as weak as all of GAP's initiatives, I am really glad that they are partnering with Havaianas. I actually think that the two are a great fit. Both are casual, fun, and colorful brands that share the same audience. [source: BizBash]

Bullseye Bazaar pop-up to spring up on Michigan Avenue

According to the Chicago Tribune Target will be opening a pop-up store on Michigan Avenue in downtown Chicago next week. The Bullseye Bazaar pop-up will be open for only three days and will feature Tracy Feith's new Target collection as well as Archer Farms and new brand Up and Up. I'm pretty confident that like all of the other Target pop-up stores this will be a huge success.

If you are in the city between May 7-9th go check it out at 455 N Michigan Ave. And, please take pictures for me, I can't wait to see it!! Also, let me know what you think!

Snapple updates packaging

It seems that during this economic recession companies are spending more time and resources on updating their brand. With the drastic changes in consumer spending, shopping and price perception an overhaul of packaging seems to be the right move. So far it has worked for some, but not for others (Tropicana). Snapple is another company who not only decided to redesign their packaging, but also updated their formula to set themselves out from the competition.

The new Snapple formula uses sugar as the sweetner (which I definitely approve of) and each drink is derived from tea leaves. To bring attention to the new formula the new packaging will graphically include tea leaves in addition to a new "sleeker" bottle. However, I'm not sure the new creative for the label is really an improvement. The current trend of packaging features clean, modern, and clear packaging that communicates the product to the consumer. The packaging should connect the consumer with the product and immediately identify the brand. Snapple's new design is a bit busy and integrates too many messages, none of which is their brand logo.
My biggest problem with the new label is the disconnect between the various beverages. The brand logo for Snapple is placed on the packaging several different ways depending on the product. Shouldn't the brand be the hero of the product? Shouldn't the consumer look at the product and realize without any question that it is Snapple? I had to hunt for the brand name especially on the new tea bottles and the water.

The creative is more modern then their original design, but still falls short of being great. Out of the new designs the best creative is for the water. I like the graphic interpretation of water and how it relates to the product, however, it definitely reminds me of VitaminWater. But again, I wish the brand logo was consistent and clearly prominent on the packaging.

I am glad, however, that after 37 years of the same brand image Snapple decided to make an update. It was long over due. However, I don't think that by hiding the logo behind the product description and features is the answer. If you are redesigning Snapple the consumer needs to differentiate Snapple from other products. Overall, the packaging is just ok. Definitly not my favorite. [source: BrandWeek]

Brita particpates in Earth Day

Much like several other retailers and products, Brita also had an impactful and successful initiative for Earth Day. Thousands of people waited in line to receive free water filters in Yonge-Dundas Square in Toronto. Brita ran out after handing out 3,600 filters. Those who didn't receive one were given a $10 off coupon for a new filter instead.

Considering the size of Brita and the awareness around clean water, I'd say that this was a perfect promotion. They didn't go overboard and it was very tastefully executed. No one wants to see an overally produced event for Earth Day and Brita realized that. Well done.

Pepsi screws up majorly

Just when I thought the new Pepsi campaign was going really well and was very impactful I came across an article on Advertising Age about a marketing promotion gone sour. The Pepsi promotion was to give a certain number of Yankee fans seats to the Yankee v Indians game. Fans lined up for the chance for free tickets until they found out that there were less seats available then promised. The disappointed and very routy crowd chanted "Pepsi Sucks" over and over causing a huge scene at the event.

Later, Pepsi issued a statement apologizing to the fans regretting their actions. They even offered another promotion very similar to the original. After disappointing so many people we'll see how many are interested in giving Pepsi another chance.

Vitamin Water Pop-up

Although we all know who does the best pop-up stores (Target), VitaminWater did a great job with their pop-up in NYC to promote the new 10 calorie VitaminWater. The message of the store was how to burn 10 calories by not doing anything, which was a great draw. Inside of the pop-up they had a photo booth, lounge area, a Wii, product, and plenty of in your face messaging about the product. The space looked great, very clean and on-brand.

In the past VitaminWater has only done street teams to hand out their product. This is definitely a step up for their brand and a great way to build awareness. Bravo!

Check out more photos here: [BizBash]

Will Burger King ever learn?

[source: Reuters]

I just posted a few days ago that Burger King has a ridiculously offensive ad for their kids meal. Now, they have a ridiculously offensive ad in Europe for their Texican whopper. The ad features a short Mexican man wearing the Mexican flag standing next to a tall , good-looking American. All I have to say is, WOW! You have got to be kidding me. Apparently the biggest concern with the ad was the defamation of the flag. Although that is definitely one thing wrong with it, did no one else notice the portrayal of the Mexican man compared to the American cowboy?

I'm so glad that someone realized that the ad offensive and they pulled it.

Times Square Learns to Recycle

Marcal, a New Jersey based paper product company invaded Times Square with an installation encouraging New Yorkers to recycle. The installation was somewhat eye catching, but definitely lacked creativity. Think of the possibilities of incorporating recycled materials into the installation. They definitely should have taken this a step, or ten, further. Not to mention that the two-ton roll of toilet paper was in their tent which provides no visibility or draw to the onlookers. That should have been front and center to draw in the crowds. Street teams also handed out toilet paper made from recycled paper which was a great way to try everything together.

Overall I'd say the stunt was just ok. Definitely could have been better.

Check out the photos at: BizBash