Observations from my recent trip to Copper Mountain for the 1976 Red Bull Games. Presentation contains action video from the event (at end of slides). Enjoy!
http://www.mobileyouth.org
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
Ogilvy & Mather developed a framework called "The big ideaL" to help brands find an authentic platform to speak from. It involves identifying a cultural tension in the market and finding the brand's core strength. For Louis Vuitton, this resulted in the ideal that the world is a better place when we live life as an exceptional journey. For Milo chocolate drink, it was the belief that play is essential for childhood development. Applying this process helps brands lift themselves above competitors by taking a clear point of view.
9 Principles of Work That Matter at #CannesLions / #OgilvyCannesOgilvy
The document outlines 9 principles of effective work as presented by Jonathan Mildenhall and Ivan Pollard of The Coca-Cola Company: 1) Don't be serious all the time and take a lighter look while still being effective, 2) Be stubbornly optimistic and help people say "yes" in the face of "no", 3) Give people reason to believe and allow the brand to be a source of hope.
What's behind the success of some of the greatest campaigns?
1. Chipotle https://www.youtube.com/watch?v=aMfSGt6rHos
2. Dove https://www.youtube.com/watch?v=qxWqQ_1n_N4
3. P&G https://www.youtube.com/watch?v=2V-20Qe4M8Y
4. Nando's SA https://www.youtube.com/watch?v=dIl5p6gPWjg
5. Dos Equis https://www.youtube.com/watch?v=IxgiTeXKOOc
6. VW SA https://www.youtube.com/watch?v=mQQDwxmnwvA
7. Red Bull's Stratos https://www.youtube.com/watch?v=raiFrxbHxV0
8. Old Spice https://www.youtube.com/watch?v=owGykVbfgUE
What the 'Kim Kardashian of China' Can Teach You _ Global News - Advertising AgeJerome Mazet
1) Angelababy is a Chinese model and actress who has risen to become one of the top celebrities in China, with over 68 million followers on Weibo. She is often referred to as the "Kim Kardashian of China."
2) Angelababy has numerous endorsement deals with major brands like Dove, Baidu, Coach, and Coca-Cola. However, some experts note she has taken on too many deals and risks becoming overexposed.
3) A case study of Angelababy's endorsement for Dove chocolate highlights how her elegance and playfulness made her a good fit for conveying the brand's message, though maintaining a memorable campaign is important with such a popular celebrity
Red Bull was founded in Thailand by Chaleo Yoovidhya and Dietrich Mateschitz in 1987. It has since expanded to offer numerous drink variants and uses non-traditional advertising strategies like sponsoring extreme sports events. Red Bull organizes over 20 worldwide events in sports like air racing, motocross, and stunt performances to promote the brand, especially among young adults.
Spending millions to buy spaces in TV commercials is easy. The difficult part is being the subject of bar chat, blog articles or in a press report.
When you dribble past the advertising noise and charm opinion formers,
the guerrilla marketing is able to have the message circulate freely from the
consumer’s distrust, spread like a virus and get to the most assorted destinies
with a lot more credibility.
17 social-media-marketing-trends-for-2012dong euro
The document outlines 17 social media marketing trends for 2011, including audiences having more control, the importance of social media monitoring, engaging customers being a challenge, one dominant social network emerging, integrating websites with social features, the rise of social commerce, measuring results, and social media being integrated into other marketing activities and going mobile.
In the last days of 2010 I took a look at what are the important developments in social networking landscape. What are the key technologies and where are we headed in 2011. Here are 17 points that you should keep your eyes on next year... Read the full post here http://goo.gl/sAkuu
Presentation given at the "Yes we Cannes" conference in Greece, aimed to inspire Greek agencies about the challenges of entering the Cannes Lions festival. The main point is that creating one of the best campaigns in the world won't just do it. You also have to make the proper case study, that will make the jury root for you, and get them to lift you up to the top of the tallest mountain in the world, that Cannes really is for all of us in advertising.
This document provides a summary of trends, marketing strategies, research news, and creative works. It features summaries of 13 different projects and campaigns including interactive websites for Kinect, skin cancer awareness, and safe sex; video campaigns for Halloween, Volkswagen, and Sony; mobile apps for breast health and famine relief; and unconventional ads using augmented reality, infographics, and social media. The document aims to inspire and provide insights for creative works and understanding target audiences.
Red Bull is the world's leading energy drink company with over $4 billion in annual sales across 160 countries. It employs an unconventional marketing strategy focused on experiential marketing and word-of-mouth promotion. Red Bull hosts numerous extreme sporting events and competitions to engage customers and generate media coverage. It also supports grassroots marketing programs like student brand managers and music/writing competitions to foster brand advocacy. Evaluation of Red Bull's promotions looks beyond traditional return on investment metrics to gauge long-term brand loyalty and influence through social media engagement.
Red Bull built brand equity through experiential marketing activities like events and sports sponsorships. It targeted young consumers through sampling campaigns and student brand managers on college campuses. Red Bull dominated the energy drink market through the 2000s due to its innovative marketing strategies and sponsorship of extreme sports, despite facing growing competition from other brands entering the category.
Red Bull has built a strong brand community through various sponsorship activities, celebrity endorsements, distributing goods and clothing, and leveraging social media. They organize numerous extreme sporting events around the world which helps manage the community and promote brand awareness. Red Bull also endorses many international athletes to establish credibility and appeal to masses. They employ a word-of-mouth marketing strategy through a "Wings Team" that promotes the brand directly to consumers. Red Bull complements these efforts with an extensive line of branded goods and an omnichannel social media presence to further engage its community of admirers.
The document discusses Red Bull's successful marketing strategies. It emphasizes that Red Bull focuses intensely on marketing and developing new markets for products. Some key strategies discussed include focusing on the product image over content, emotional storytelling, sponsoring athletes and events to build brand ambassadors, and investing heavily in marketing compared to competitors. The document also stresses the importance of controlling the communication medium and targeting young customers early.
Niche marketing involves targeting a specialized market segment with a clearly defined product or service. It allows businesses to dominate a small target market by developing expertise and strong customer relationships. Some key advantages of niche marketing include higher profit margins, stable performance, and the ability to improve competitive positioning by focusing resources narrowly. Online niche marketing requires identifying a distinct niche, using relevant keywords, and creatively designing a website and marketing strategy tailored to specific target users.
Red Bull Blue Ocean Strategy
Presentation explores Red Bull's strategic management and marketing tactics.
Presentation by Robert Wensley, Brett Lashley, Joanna Alencastro, Peter Jendrolovics
Harvard University, Summer 2011
The soft drink industry is dominated by Coca-Cola and Pepsi, which combined control over 70% of the market. Coca-Cola uses all aspects of the marketing mix to influence consumer behavior. The industry faces threats from health concerns, substitute beverages, and changing consumer attitudes. However, opportunities exist through new products, expanding markets, and addressing consumers' health and lifestyle needs. The document analyzes the industry using Porter's Five Forces and provides recommendations to improve consumer segmentation and overcome limitations.
Red Bull is a pioneer in the energy drink category worldwide and was the first to create the energy drink category in India when it launched in 2003. Although it keeps a lower profile than cola majors, Red Bull has established itself as the leader in the energy drink market with a 29% global market share. Red Bull's marketing strategy relies heavily on sponsoring extreme sports and lifestyle events to build brand awareness among its target market of 15-30 year olds. It uses an integrated marketing communications approach including television, print, radio, online and event sponsorships to promote the brand.
This document provides an overview of the LEGO company, including its history and product evolution. It discusses LEGO's niche as a brick-based construction toy company and outlines its development from the 1930s to present. The document then covers LEGO's product and target market segmentation, branding and advertising strategy, brand extension and pricing approach. It analyzes LEGO's distribution and retail strategy as well as competitors. The document concludes with recommendations for LEGO's future strategies.
Red Bull has built brand equity through memorable advertising, unique events, and word-of-mouth marketing. It samples products widely to generate buzz. While brand extensions could diversify revenue, Red Bull risks diluting its brand if extensions do not align well with customer perceptions. Red Bull should carefully research how extensions might impact brand image before pursuing new product categories or services.
(Graham Brown mobileYouth) How to Youthsource like FordGraham Brown
Download it:
Graham Brown of mobileYouth
Under the stewardship of ex Scion COO Jim Farley, Ford has focused on redefining the marketing and product development of the Fiesta. By combining these two often disparate company functions Ford has created a robust Youthsourcing model that challenges traditional concepts of innovation and engagement.
The document summarizes 10 key trends predicted for 2012, as identified by Cheil UAE's trendspotting analysis. The trends include: 1) Increased voyeurism and social media addiction; 2) Growing power and influence of women; 3) Rise of "supermum" syndrome and parenting anxiety; 4) Cross-generational appeal of some brands; 5) Movement marketing that stands for social causes; 6) Increased demand for tablets; 7) Dominance of digital travel booking; 8) Emergence of pampered and metrosexual men; 9) Decision fatigue in our hyper-connected world; and 10) Rise of "digital detox" vacations to unplug from technology. Examples are provided for each
The document summarizes 10 key trends predicted for 2012, as identified by Cheil UAE's trendspotting analysis. The trends include: 1) Increased voyeurism and social media addiction; 2) Growing power and influence of women; 3) Rise of "supermum" syndrome and parenting anxiety; 4) Cross-generational appeal of some brands; 5) Movement marketing that stands for social causes; 6) Increased demand for tablets; 7) Dominance of digital travel booking; 8) Emergence of pampered male consumers; 9) Phenomenon of decision fatigue in our hyper-connected world; and 10) Emergence of "digital detox" vacations to unplug from technology. Each trend
- Social media addiction will grow in 2012 as consumers become more curious and spy on brand activities to collect more likes.
- Women in the Middle East are gaining more power and becoming as powerful as or more powerful than men in leadership roles in business and government.
- "Supermum syndrome" will continue to grow, with mothers dedicating significant time and resources to their children's development, health, education and activities.
- Some brands are appealing to multiple generations, with age becoming less relevant for those brands.
- Successful brands will stand for social movements and drive positive change in order to engage consumers, especially youth.
- Tablets will continue to increase in popularity and usage, becoming nearly
- Social media addiction will grow in 2012 as consumers become more curious and spy on brand activities to collect more likes.
- Women in the Middle East are gaining more power and becoming as powerful as or more powerful than men in leadership roles in business and government.
- "Supermum syndrome" will continue to grow, with mothers dedicating significant time and resources to their children's development, health, education and activities.
- Some brands are appealing to multiple generations, with age becoming less relevant for those brands.
- Successful brands will stand for social movements and drive positive change in order to engage consumers, especially youth.
- Tablets will continue to increase in popularity and usage, becoming nearly
This document provides notes from various seminars at Cannes Lions 2011. Key points include:
- Brands are discussed more in conversations now than in the past, with symbols and storytelling playing important roles.
- Social media conversations offline influence online brand exposure. Word of mouth is most powerful from 8-10pm worldwide.
- Successful brands integrate traditional and new media, like Lady Gaga with her fans and album releases.
- The future lies in understanding different screen types and creating tailored content for each.
- Innovation is less important than tweaking existing ideas and effective implementation.
The document summarizes marketing strategies for three brands: Bump Technologies, Red Bull, and Febreze Fabric Refresher.
For Bump Technologies, the strategy is to demonstrate the opportunity cost of not using their mobile app for networking by showing it is an efficient modern tool. For Red Bull, the strategy is to reframe their brand from focusing on winning to fueling the hard work and dedication of the journey. For Febreze, the strategy is to reposition the product from reactively eliminating odors to beautifying and personalizing the scent of the home similar to how women beautify themselves.
Unit 1 Presentation by Caleb Browning discusses BBDO agency and advertising distribution channels. The presentation contains 5 parts: [1] BBDO agency profile including its founders and business model; [2] A print case study on a WPP campaign; [3] Audience research on Snickers ads; [4] Distribution channels such as social media, celebrity endorsements, and the Super Bowl; [5] Legal and ethical issues. Social media engagement was found to reach 27 million people at a low cost for Mars, and celebrity endorsements like a Mr. Bean Snickers ad went viral with over 5 million views. However, older audiences found some print ads intimidating, so adjustments may better target multiple generations.
(Graham Brown mobileYouth) PART 2: 50 Youth Marketing Trends for 2009Graham Brown
Part 2 of series on Insights, trends and quotes by author and co-founder of mobileYouth - a global research project that aims to first understand youth and only then how technology fits into their lifestyle.
FREE YOUTH TRENDS REPORTS
http://www.youthtrendsreport.com
Brands are accused of manipulating consumers into uniformity and an unhealthy lifestyle. This view has been popularized by books arguing that companies now market aspirations and dreams rather than product features to drive brand value and profits. Historically, building a brand simply meant consistent quality and novelty, allowing premium prices, but brands are now hugely powerful. Consumers face overwhelming choices and are cynical after frequent advertising exposures. Marketers also bear blame for outdated practices that focus on products rather than customers, but future brands will need to represent social responsibility in addition to quality and desirability.
The document discusses how brands need to view and treat youth as partners rather than just marketing targets. It provides examples from the soda industry to illustrate the importance of context over content in youth marketing. Specifically, it describes studies where people preferred the taste of Coke over Pepsi when told the brand, showing that youth buy the social context and branding rather than just the product itself. The key is for brands to engage youth as partners in creating the context and story around the product.
This document discusses strategies for effective word-of-mouth marketing. It outlines four key steps: 1) Make a target list of influencers in your industry or field. 2) Build a close-knit community on social media. 3) Establish yourself as a thought leader by sharing unique ideas. 4) Maintain consistency across all online platforms and communications to build trust. It provides examples from successful campaigns like P&G's "Thank You Mom" and Dollar Shave Club's viral video. The overall message is that word-of-mouth cannot be bought but must be earned through creative and strategic marketing efforts.
Take a sneak peek into the advertising era, know how to make an ad effective and major changes that have been introduced by referring to major advertising media and a few interesting examples!
How to use social media to develop your brand and your business?SWiTCH
The goal of this presentation is to show how social media work and how to tap into it potential without necessarily spending a lot of money to build your brand e-reputation, to engage with your customers and to develop your business. We'd like to show you the best practices to adopt and the mistakes to avoid and the most useful tools to manage your community online.
This document discusses the rise of youth as a new consumer base and calls for an alliance to better understand and market to youth. It notes that while youth face a confusing digital environment, their desire for self-expression and belonging remains. The document outlines some key challenges in youth marketing, such as outdated brand thinking, fragmentation among youth, and the need to build trust over empty words. It warns against simply chasing trends and emphasizes understanding youth psychology and actions over attitudes to develop meaningful connections and campaigns truly reflective of brands' values.
This document provides an introduction to the concepts of youth marketing. It discusses how marketing to youth is a marathon, not a sprint. It explores some timeless marketing truths, including that people buy social context rather than just products. Youth are motivated by emotions and the desire for belonging and significance. Marketing should focus on how a product enables social benefits rather than just touting product features. Examples are given of how cigarettes and mobile phones both fulfill social needs despite very different products. The document emphasizes understanding the difference between product content and social context in effective youth marketing.
Webinar Deck: Mobile marketing for youth markets roundtableArcher Inc.
Webinar Deck: Mobile marketing for youth markets roundtable
Join us for a live discussion in an open roundtable discussion that will explore insights with industry experts on the exciting subject of Mobile Marketing for the Youth Market.
We anticipate a lively discussion with a panel of "on the ground" strategists who have hands on experience on campaign deployment targeted at the all-important youth demographics. Our panel will be filled with live audience's questions as well as previously tweeted questions at #iloopmobilewebinar.
Panel:
Microsoft, Julie Lynn Southard, Group Manager, Xbox Consumer Engagement
MMA, Michael Becker, Managing Director, North America
One50One Agency, Troy Brown, President
iLoop Mobile, Michael Ahearn, VP Strategic Marketing
Moderated by Virginie Glaenzer, Director of Marketing iLoop Mobile
Portfolio Advertising, Branding, Digital Marketing & Social MediaManou Molosa
This document provides a table of contents for Manou Molosa's portfolio, which includes sections about his career objectives, written pieces on social media marketing and winning an award, blog posts and Facebook page animations, branding work for Ogilvy, print design projects, t-shirt and logo design, advertising campaigns, achievement certificates, social media profiles, and a declaration of authenticity. The portfolio showcases Manou's work across various marketing and advertising areas.
Unilever's Marmite brand was struggling as it had lost popularity among its core middle-class audience. DDB was hired to rebrand Marmite. They developed a polarization strategy to rekindle love for the brand by highlighting what makes Marmite unique - that it is strange, polarizing product that people either love or hate. DDB created two ads, one expressing love for Marmite and one expressing hate, to emphasize this polarization. Their strategy was to make Marmite the "hero" of the advertising by focusing on what makes it different from other products in order to cultivate cult-like following around the brand. This polarization strategy was successful in reinvigorating the Marmite brand.
The Elephant in the Mobile Industry’s Room: WomenGraham Brown
The document discusses the lack of representation of women in the mobile industry and creative sectors. It argues that the mobile industry makes 5 common mistakes when trying to cater to women, such as creating pink products without understanding women's needs. While women are key drivers of mobile trends and innovation, the creative agencies advising the industry are run mostly by men. To better engage female customers, the industry needs to remove barriers and directly immerse itself in the lives of women to understand their perspectives.
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(Graham Brown mobileYouth) mobileYouth @ Red Bull - 5 Lessons in Youth Marketing
1. 5 Lessons in
Youth
Marketing
from Red Bull
By Graham Brown
≈
Author, mobileYouth.org
Inspired by observations from
my recent field trip to the 1976
Red Bull Games in Copper
Mountain Colorado
April 2009
RED BULL 1976 ACTION
VIDEO AT END OF SLIDES
Twitter: grahamdbrown
http://www.mobileYouth.org
2. The number one preferred method of
1) You have to be communication for students is “face-to-face”
where they are (source mobileYouth 2009). Great brands know
≈
this and are encouraging their people to get out
of the ivory towers, out of the focus groups and
where the youth are at
3. Sponsoring is easy, it’s safe – like buying your
2) Create don’t regular TVC. But, in youth marketing being safe
Sponsor is the riskiest thing you can do. It takes brains
≈
and creativity and a corporate culture that
encourages calculated risk to come up with the
1976 games or set up a Slush Cup in Banff.
4. You could waste a lot of money identifying and
3) Be Their Social chasing trends. What never changes are the
Fabric timeless drivers of youth behavior – 1) The need to
≈
belong and 2) The need to be significant. Great
brands understand their marketing and product
development needs to start with this in mind
5. 4) Sell Too often we limit our potential to the product.
Consumers, however, buy the can not the drink
Community not inside (even in blind taste tests). Blind taste tests
≈
Product are only good if you have blind customers. What
are the story and the community you are selling.
How do youth fit into that story?
6. Traditional advertising iseasy. However, once the
5) Create legacies campaign stops youth attention evaporates.
over advertising How do you create something that outlives a
≈
campaign? Build a legacy, build something that
lasts, build something that youth can take away
and continue the social interaction around.