Giant Spoon and HBO are asking this year's attendees at SXSW Interactive to "Bleed for the Throne," combining an experiential activation with a blood donation drive for the American Red Cross. The experience will enable fans to "step into the otherworldly kingdoms of Westeros and interact with key plot lines from the series, walking in the shoes of those who have bled in seasons past," states the campaign's microsite.
The South Australia Tourism Commission was able to significantly increase its online engagement by using strategies that leveraged data-driven social marketing, says Brent Hill, SATC executive director of marketing. "Thanks to insights we have into spend, advertising costs per visitor, and knowing how much an average visitor spends when they come to SA, we can get a clear return on media spend," he says.
Though they're often seen as business-to-consumer toys, emerging technologies such as augmented and virtual reality also offer a lot of potential and value for business marketers. This slideshow takes a look at how business-to-business marketers can begin using these exciting new tools.
Learn how leading brands are reaching today's consumers across platforms in innovative ways by attending the 2019 ANA Media Conference, presented by Quantcast, April 10-12 in Orlando.
- Brad Haley, CMO at IHOP
- Rob Rakowitz, director of global media at Mars Inc.
- Luke Kigel, senior director and global head of media and connections at Johnson & Johnson
- Scott Grenz, VP and global head of media at GlaxoSmithKline
- Steve King, CEO at Publicis Media
- Courtney Lawrie, director of brand marketing at Wayfair
- Trace Rutland, director of media innovation at Tyson Foods
- Brian Lesser, CEO at Xandr
This conference sold out last year, so register today!
Some 77% of agency executives have experienced verbal harassment at work and 42% have been subjected to sexual harassment, according to a survey by Digiday. "Bullies often look great on paper, their skills and perceived relationship skills are driving success for the business," says Simon Fenwick of the 4A's, adding, "We as an industry need to note that skilled bullies are low performers because they have bad attitudes."
Agencies must have the courage to question client briefs to help them achieve sustainable business growth and ultimately develop more long-lasting, trusted relationships, writes MediaCom USA's Bhavana Smith. "Agencies and brands need to agree on a two-way process for finessing the brief and goal as well as detailed research to confirm that it's really going to deliver growth," she writes.
Brown & browner founder Derek Walker is marking Black History Month by sending a tweet each day that spotlights talent of color within advertising. He talks about his own agency career and why more action needs to be taken by the industry to tackle the lack of racial diversity and leadership.
Ntooitive's Armando Guerrero gives Hispanic Radio Podcast listeners insight into how radio stations can create digital ad opportunities to attract Hispanic consumers. "By using a multipoint scoring system to identify Hispanics, we are able to efficiently target Hispanic audiences across multiple touch points," Guerrero says.
Nysha King asserts the importance of having diversity among those creating promotional campaigns to avoid public relations blunders that can alienate consumers and hurt a company's bottom line. She writes of several initiatives brands can adopt to dodge cultural gaffes, which include requiring diversity in employee recruitment, examining current communications program with inclusion in mind and tapping a variety of spokespeople for media outreach.
Six-second ads achieve around double the completion rates of 30-second spots but creative must be developed specifically for the format and humor can boost engagement by up to 50%, writes Caroline Hugonenc, citing a Teads and Realeyes study. The 6-second ad "just needs a simple approach that works with or without sound to convey a compelling, and hopefully humorous, story in as short a time as possible," she writes.