5/27/10
Passengers boarding a recent Horizon Air flight from Seattle to Portland were treated to some free snacks courtesy of Creative Labs, a consumer-electronics company. In addition to chips, pretzels, and chocolate, the branded boxes also contained messaging directing consumers to text, email and check the company website to enter a contest and receive additional rewards.
The Seattle to Portland route was specifically selected based on the knowledge that fliers of that route tend to be techies, making $100,000+ a year. (Bush, 2010)
Do you think they’ll bother to check out the sponsor? Or will the only winners be the airlines who no longer supply food, and the snack manufacturers, who may pick up some new customers via sampling?
Bush, M. (2010, May 24). Ad-Supported Food Lands on Horizon Air Flight. Adage.com. Retrieved May 26, 2010, from http://adage.com/article?article_id=144047
Thursday, May 27, 2010
Thursday, May 20, 2010
Aflac Take 2
5/20/10
After finally acknowledging that viewers may recognize the Aflac duck, but still don’t know what the company does, the folks at Aflac are making some changes. First, they put the account in review. Now, they’ve arranged a summer blockbuster tie-in with Toy Story 3.
The tailored spot, featuring the Aflac duck mixing with Woody and Buzz Lightyear, will run in-cinema and in theater lobbies. In a nod to the growing importance of the Latino market, Aflac will sponsor People en Espanol’s screening of Toy Story 3 in five key Hispanic markets. And, they are also hosting a special screening of the movie for the children at the Aflac Cancer Center in Atlanta.
Other bells and whistles include a Toy Story/Aflac co-sponsored NASCAR car, a sweepstakes with a Hollywood trip for the grand prize, network, cable and online airings, and print ads in Parents Magazine. The end game? According to spokesperson Jon Sullivan “We are trying to reach families this summer with the family movie that everyone will see. As families see this movie, we want them to be thinking of protecting their family’s future with Aflac.” (Irwin, 2010)
What do you think? Will this be the effort that finally works?
Irwin, T. (2010, May 18). Aflac Partners With Disney For ‘Toy Story 3’ mediapost.com. Retrieved May 19, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=128443
After finally acknowledging that viewers may recognize the Aflac duck, but still don’t know what the company does, the folks at Aflac are making some changes. First, they put the account in review. Now, they’ve arranged a summer blockbuster tie-in with Toy Story 3.
The tailored spot, featuring the Aflac duck mixing with Woody and Buzz Lightyear, will run in-cinema and in theater lobbies. In a nod to the growing importance of the Latino market, Aflac will sponsor People en Espanol’s screening of Toy Story 3 in five key Hispanic markets. And, they are also hosting a special screening of the movie for the children at the Aflac Cancer Center in Atlanta.
Other bells and whistles include a Toy Story/Aflac co-sponsored NASCAR car, a sweepstakes with a Hollywood trip for the grand prize, network, cable and online airings, and print ads in Parents Magazine. The end game? According to spokesperson Jon Sullivan “We are trying to reach families this summer with the family movie that everyone will see. As families see this movie, we want them to be thinking of protecting their family’s future with Aflac.” (Irwin, 2010)
What do you think? Will this be the effort that finally works?
Irwin, T. (2010, May 18). Aflac Partners With Disney For ‘Toy Story 3’ mediapost.com. Retrieved May 19, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=128443
Thursday, May 13, 2010
Will dialing become obsolete?
5/13/10
This just in from Amsterdam – a radio ad for a local restaurant that does the dialing for you. At the end of the ad, instead of giving listeners the reservations phone number verbally, the spot broadcasts the tones that communicate the phone number. All the listener has to do is hold up their phone and ta da. They are connected. (Corr, 2010)
Interesting. Now if they could only beam you directly to the restaurant so you don’t get lost in the maze of streets with long unpronounceable names on your way.
Corr, A. (May 3, 2010). Hungry? This Radio Ad Dials Your Dinner Reservation. Mediapost.com. Retrieved May 13, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127397
This just in from Amsterdam – a radio ad for a local restaurant that does the dialing for you. At the end of the ad, instead of giving listeners the reservations phone number verbally, the spot broadcasts the tones that communicate the phone number. All the listener has to do is hold up their phone and ta da. They are connected. (Corr, 2010)
Interesting. Now if they could only beam you directly to the restaurant so you don’t get lost in the maze of streets with long unpronounceable names on your way.
Corr, A. (May 3, 2010). Hungry? This Radio Ad Dials Your Dinner Reservation. Mediapost.com. Retrieved May 13, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127397
Thursday, May 6, 2010
Another reason agencies need to perfect long-form content.
5/6/10
This week Kraft Foods began running two – to – three minute videos in movie theaters. Prior to the cinema debut of Alien Field Trip, the video had recorded 47,000 views in three weeks on YouTube. After the weekend, views leapt to nearly 124,000. (Lukovitz, 2010)
It probably didn’t hurt that the video includes a contest for free field trips. Now that’s synergy!
http://www.youtube.com/results?search_query=alien+field+trip&aq=f
Lukovitz, K. (2010, May 3). Kraft Cinema Program Debut Drives Interactivity. mediapost.com. Retrieved May 6, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127361&nid=113937
This week Kraft Foods began running two – to – three minute videos in movie theaters. Prior to the cinema debut of Alien Field Trip, the video had recorded 47,000 views in three weeks on YouTube. After the weekend, views leapt to nearly 124,000. (Lukovitz, 2010)
It probably didn’t hurt that the video includes a contest for free field trips. Now that’s synergy!
http://www.youtube.com/results?search_query=alien+field+trip&aq=f
Lukovitz, K. (2010, May 3). Kraft Cinema Program Debut Drives Interactivity. mediapost.com. Retrieved May 6, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127361&nid=113937
Thursday, April 29, 2010
Another target to ponder.
4/29/10
Are you single, or do you know someone who is? You are not alone.
According to the Bureau of Labor Statistics, singles spent $2.2 trillion in 2008, a 30% increase since 2003. (Newman, 2010).
The travel industry, which has always penalized single travelers has woken up to the situation and is now experimenting with singles only cruises – with no supplemental fees, and sponsoring dating blogs.
Perhaps it’s because they have realized that 57% of singles are under 45, and 40% are under 35, which places them squarely in most advertisers’ primary target groups.
Or it could be that they're still not filling the beds. Reaching out to a new target should help.
Newman, A. (2010, April 19). The Power of One. Adweek.com. Retrived April 29, 2010, from
http://www.adweek.com/aw/content_display/news/agency/e3i8ca14b8f869f03f021e9a4a547b0644f
Are you single, or do you know someone who is? You are not alone.
According to the Bureau of Labor Statistics, singles spent $2.2 trillion in 2008, a 30% increase since 2003. (Newman, 2010).
The travel industry, which has always penalized single travelers has woken up to the situation and is now experimenting with singles only cruises – with no supplemental fees, and sponsoring dating blogs.
Perhaps it’s because they have realized that 57% of singles are under 45, and 40% are under 35, which places them squarely in most advertisers’ primary target groups.
Or it could be that they're still not filling the beds. Reaching out to a new target should help.
Newman, A. (2010, April 19). The Power of One. Adweek.com. Retrived April 29, 2010, from
http://www.adweek.com/aw/content_display/news/agency/e3i8ca14b8f869f03f021e9a4a547b0644f
Wednesday, April 21, 2010
Radio Stages a Comeback.
4/21/10
Forecasts for U.S. adverting spending in 2010 are on the rise. Barclay’s Capital is now predicting yearly increases of 5.5% for the industry, due to larger expenditures in the automotive and political categories. (Loechner, 2010)
But the most interesting news is that radio spending, which has been declining for years, is now forecasted to increase by 7.4% in 2010.
Why? Radio stations are local, highly targeted, and 77% of adults listen daily (including 80% of adults 18-34). (Loechner, 2009).
Clearly it was premature to count this “old” medium out. Is a rebound for newspapers on the horizon too?
Loechner, J. (2010, April 16). Radio Leads Way For Bounce in Ad Forecast. Mediapost.com. Retrieved April 21, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=125882
Loechner, J. (2009, November 9). Radio Dominant Audio Device. Mediapost.com. Retrieved November 9, 2009, from
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=117009
Forecasts for U.S. adverting spending in 2010 are on the rise. Barclay’s Capital is now predicting yearly increases of 5.5% for the industry, due to larger expenditures in the automotive and political categories. (Loechner, 2010)
But the most interesting news is that radio spending, which has been declining for years, is now forecasted to increase by 7.4% in 2010.
Why? Radio stations are local, highly targeted, and 77% of adults listen daily (including 80% of adults 18-34). (Loechner, 2009).
Clearly it was premature to count this “old” medium out. Is a rebound for newspapers on the horizon too?
Loechner, J. (2010, April 16). Radio Leads Way For Bounce in Ad Forecast. Mediapost.com. Retrieved April 21, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=125882
Loechner, J. (2009, November 9). Radio Dominant Audio Device. Mediapost.com. Retrieved November 9, 2009, from
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=117009
Wednesday, April 14, 2010
It’s time to lose the maps.
4/14/10
I don’t know about you, but I was pretty darn tired of seeing all those Verizon and AT&T map ads. This was a perfect example of what began as a good idea turning into a confusing mess, as each company tried to one up each other. So it comes as a relief to hear that AT&T has decided to move on.
The ambitious rebranding effort they are launching on the Masters, dubbed “Rethink Possible,” seeks to change consumer perceptions of AT&T from a telecommunications company to an innovation company. With yearly media spending estimated at $1.87 billion, they certainly have the funds to do it. (Patel, 2010)
But, I have to admit. I was kind of hoping they’d bring back “Reach out and touch someone.”
Patel, K. (2010, April 8). After Bruising Ad Battle, AT&T Looks to Rebrand as Lifestyle Company. Adage.com. Retrieved April 14, 2010, from
http://adage.com/article?article_id=143167
I don’t know about you, but I was pretty darn tired of seeing all those Verizon and AT&T map ads. This was a perfect example of what began as a good idea turning into a confusing mess, as each company tried to one up each other. So it comes as a relief to hear that AT&T has decided to move on.
The ambitious rebranding effort they are launching on the Masters, dubbed “Rethink Possible,” seeks to change consumer perceptions of AT&T from a telecommunications company to an innovation company. With yearly media spending estimated at $1.87 billion, they certainly have the funds to do it. (Patel, 2010)
But, I have to admit. I was kind of hoping they’d bring back “Reach out and touch someone.”
Patel, K. (2010, April 8). After Bruising Ad Battle, AT&T Looks to Rebrand as Lifestyle Company. Adage.com. Retrieved April 14, 2010, from
http://adage.com/article?article_id=143167
Subscribe to:
Posts (Atom)