#SNL takes aim at Super Bowl’s political ads – "Cheetos…"

 

A small number of brands saw Super Bowl LI as an opportunity to share where they stand along the political spectrum in light of Trump’s charged rhetoric.  On their February 11 episode,  Saturday Night Live took some of the most noteworthy commercials from the Super Bowl telecast to task, especially those using immigration-related themes.

In addition to Budweiser’s founder story, 84 Lumber’s “The Entire Journey” commercial depicted the immigrant struggle, albeit each focusing on very different circumstances and time periods.

The building and construction supplies company’s ad featured the border wall, a Trump campaign promise to curtail illegal immigration. The commercial shows the arduous journey from Latin-America to the U.S. of a mother and young daughter. As the two arrive at the border, they encounter what seems like an insurmountable obstacle – a very tall wall.  In a twist, a large wood door allows the travelers entry.

The emotional ad provoked a strong reaction from those on opposing sides of the immigration issue. Some saw the ad as encouraging illegal immigration; others as a reprieve to the anti-immigrant sentiment so evident during the presidential campaign. But 84 Lumber’s CEO Maggie Hardy Magerko told People Magazine she supports Trump and his immigration views, and did not actually intend to take a political stand. http://www.usatoday.com/story/news/nation/2017/02/07/chief-84-lumber-speaks-out-super-bowl-ad/97583534/

So, as the SNL parody suggests, brands do not necessarily espouse the political views depicted in their ads, but are looking instead to capitalize on the ongoing social media conversation around political issues which often results in instant twitter buzz, webpage hits, and earned media. Nothing more. Neither Budweiser nor 84 Lumber have revealed any corporate-level immigration-related initiatives, unlike many of Silicon Valley companies that depend on immigration for key talent.

For now, it appears that 84 Lumber and Budweiser were successful in cutting through the clutter of a less-than-memorable batch of Super Bowl ads.  Whether there will be any long-term positive (or negative) brand impact remains to be seen.

“Hard cut…Cheetos”

NM

Hispanic Ad Spending Grows Quickly, Except Online

Hispanic Ad Spending Grows Quickly, Except Online

“eMarketer estimates that nearly half of all US Hispanics, including 70.9% of Hispanic internet users, will use social networks at least monthly this year. That represents a 9.4% increase over 2012 usage levels, more than double the 4% increase expected for social network users overall.”

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What branding and relationships have in common

 

When teaching college marketing courses, I would often use the analogy of romantic relationships as a way of getting students to understanding how companies/brands/advertisers use their powers to “seduce” (not manipulate) customers with the hope of establishing long-term relationships.  However, unlike many a-college-hook-up, Marketers are rarely going for the “one-night stand” and spend a signficant amount of their budgets to keep consumers interested and coming back.  This article from Entrepreneur asks the question  “Would you date your brand?” a provocative question that leads marketers to ponder “is your brand capable of infatuating the person you want for a customer? Read on. Well worth it to consider – in terms of marketing…and romance.

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Jay-Z and the new age of music marketing

Jay-Z and the new age of music marketing

The release of #JayZ’s latest work featured innovative marketing – but at midnight on 7/4 twitter was on overload as fans struggled to make the #Samsung app work while #iPhone users had no problem. At one point “#mchg app not working” -was trending on twitter and radio stations capitalized by live-streaming the album. Dozens of links to leaked tracks- some legit and some not, are still cluttering twitter feeds.

A touch of genius- releasing the cover art next to a copy of the real Magna Carta.

A new age of marketing music and artists-as-brands is here.

Excellent series CONSUMED from APM’s Marketplace

Excellent series CONSUMED from APM’s Marketplace

Take a look – and a listen – to this week-long series from American Public Media’s Marketplace show – a series of stories about the state of the consumer economy after the financial crisis.  Their Infographic: The consumer economy at a glance is a must see!  http://www.marketplace.org/topics/sustainability/consumed/infographic-consumer-economy-glance

Check out AMA Video – great content

Check out AMA Video – great content

Self-tracking Movement for Consumer Insights & Trends on Multi-channel Strategy for Businesses

Ever Wonder how to harness the self-tracking movement for consumer insights? During this new episode find out more about the implications of self-tracking, stay up to date on the latest trend on multi-channel strategy for businesses, hear from Rymax Marketing Services about the key areas to consider when planning your own program, learn tips on being social on Twitter, and more! Read the full articles featured in this episode.