The scene is this: The opening arguments for Apple vs Qualcomm are well underway in the Southern District of San Diego, with the US District Court Judge Gonzalo P. Curiel first disallowing, then reversing his decision and allowing live tweeting. Included in the passionate arguments are allegations of double-dipping, talk of KFC and its secret recipe, debates over chicken and potatoes. Who says the world of corporate law is a dull one?
The marketing team is celebrating. Months ago, in a meeting, a concept for a campaign was floated around the conference table. The idea had all the right ingredients: it was daring, edgy, attention-grabbing, and emotive. After a few more strategy meetings, the campaign really began to take shape, and the Chief of Marketing was excited to launch it.
And it went off without a hitch. The campaign, starring a prominent basketball star, went viral. Thanks to the clever integration of a community impact story, together with just the right music, graphics, and hashtags, the campaign seemed to grow legs of its own. Soon, everyone was talking about the brand.
The Red Cross recently had a brilliant marketing scheme. In an effort to drive up blood donor numbers, the nonprofit organization leveraged the upcoming season premiere of the hit HBO series, Game of Thrones, for its marketing campaign.
“Bleed for the throne.”
The slogan was paired with a red-tinged artist’s rendering from a Game of Thrones scene and the font associated with the show’s title letters.
At the very least, the campaign accomplished one goal: to start a conversation. Game of Thrones, with its millions of loyal fans, has a marketing power that other brands are attempting to harness. But this is a smart strategy! Leveraging current events can often be the fresh air that a brand needs to spin out some new marketing materials.
So how does a brand take advantage of current events for marketing purposes? Of course, this has to be done in good taste (unless a brand simply doesn’t care about reception and simply wants to make a splash — that is a different conversation!).
Having an effective and viable content strategy is an important key to the success of any marketing campaign. Content is easy to brush off, and it’s also easy to rush to complete and publish. After all, more is more, right? Wrong. Remember, consumer behavior trends today identify a strong sense of fatigue. This comes from the constant stream of content seeking their attention, the conflicting reports found from various media sources on news issues, and the constant battle for subscription dollars. This creates a less-than-welcoming environment for a marketer who needs to reach more consumers with a content plan.
Receiving an unexpected text messages can catch anyone off guard, especially when it comes from a federal political leader. Even so, it’s part of a new strategy from the Conservative Party of Canada.
In provinces without a carbon pricing system in place, including Saskatchewan, Manitoba, Ontario and New Brunswick, residents have been on the receiving end of a text message campaign launched by Conservative Party leader Andrew Scheer.
The annual Nobel Prizes in Sweden are more sacred than Christmas, drawing out international royalty in the arts and sciences, and attracting an audience of millions to witness an annual event styled in the pomp typically reserved for the naming of a new Pope. The prizes are so important that the king of Sweden last year took an unprecedented step in cancelling the Nobel Prize in literature for 2018.
Why? For the same reason Alfred Nobel founded the awards: public relations.
Inventor and chemist Nobel was famously known as the “merchant of death”, thanks to his arms dealership’s role in “killing more people faster than ever before.” In an effort to restore the Nobel name, Alfred launched the prizes under the proviso that they be for the “benefit of mankind.”
While Facebook, Pinterest, and YouTube are falling over themselves working to keep deadly anti-vaccination rumours and hoaxes from receiving the attention they so desperately seek, Twitter’s Jack Dorsey seems bent on doing the opposite.
Dorsey has been on a media rampage in recent weeks, sitting for interviews with a host of podcasters including author Ben Greenfield on Greenfield’s podcast. In relation to the latter, Dorsey tweeted (of course): “[I] appreciate all you do to simplify the mountain of research focused on increasing one’s healthspan! Grateful for you.”
Everyone’s favorite tech-ego Elon Musk has escalated his feud with the Securities and Exchange Commission, hitting back at accusations by regulators that he violated his settlement with the agency by posting “inaccurate and material information” about his firm on Twitter.
In a tip of the hat to International Women’s Day, Budweiser dusted off some of its old-school advertising, recreated with a more modern sensibility. Many described the side-by-side adverts as “jarring” or “very telling.” But the end result for Budweiser was a strong wave of people congratulating the brand for taking the lead on this social issue in their industry.
As the deadline for the expected “Brexit” of the United Kingdom from the European Union draws closer, the messaging from British lawmakers is becoming more pronounced and emphatic. All involved want to be seen as being on the right side of history on this, and they also want to have some leeway just in case their current position doesn’t work out as planned.
Prime Minister Theresa May, who narrowly survived a no-confidence vote earlier this year, is putting on a brave face after two different rejections of her plans to manage Brexit. May has been strong in her insistence that Brexit will work out well for Britain, and that the country will not leave the EU without a firm agreement.