P2Blog

Pass the Coca-Cola (Weekly Roundup: April 03)

Posted by Gabriella Prieto on April 7, 2017
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Every Friday, the P2Blog will feature five industry articles that are trending, relevant, shocking, hilarious, or rediscovered. The Weekly Roundup is a curated list of what Pop2Life is sharing around the office - complete with our thoughts and on-point opinions (IMNSHO).

Have a blog, video, case study, infographic, or article you'd like to see included in next week's Roundup? Send it our way! We'll give credit where credit is due with a link to your Twitter handle and website.

 

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1. Pepsi Is Pulling Its Widely Mocked Kendall Jenner Ad

Found in AdAge, written by E.J. Schultz, Ann-Christine Diaz

After the advertisement drew a huge backlash, Pepsi pulled its most recent ad because of its horrible execution including co-opting protest movements. The ad was supposed to run globally across TV and digital, but they took it off the Internet before they could even get that far.

Pepsi apologized for its miscommunication in their advertisement and also apologized to Kendall Jenner for putting her in that position. They clearly missed the mark of the message and were trying to project something different. This ad was created by PepsiCo’s in-house content creative arm, Creators League Studios. There were opinions coming from every direction, including celebrities, ad agencies, and publications. Esquire had bashed this spot as, “almost surreal in its thoughtlessness.”  
Our take:
We can all agree that this ad was blasphemy. It was an insensitive and tone-deaf attempt to capitalize on protest in the name of a soft drink. This was designed to get people talking about Pepsi and their relevance in 2017 American Millennial culture, unfortunately watching a priveledged white women bypass people of color in a cause-less protest to seemingly solve world peace with one can is both out of touch and cringeworthy.

Although their goal was to partake in the age of activism, it was wrongfully promoted and Pepsi’s approach stood for nothing at all. The ad's "protest" was presented as a block party, filled with generic signs about love and happiness, smiling faces, and an air of casuality - anyone who attended The Women's March, a climate march, an immigration march, or an environmental march knows that this presentation of protest is so out of touch it borders on insulting. I could argue for Pepsi's position had Kendall Jenner attended an actual march or stood for an actual cause facing our country in such a divisive age, but she didn’t. 
 
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2. Marriott Unveils Pop-Up Hotel For Coachella Music Festival 2017

coachella-marriott-tents-large.jpgPhoto Courtesy: The Telegraph

Found in The Telegraph, written by Sherelle Jacobs

This year at Coachella, you were considered lucky if you had the chance to camp out in a luxury safari-style tent. These tents were fully-furnished hotel rooms - complete with electricity, sumptuous linens and quirky design features. The ticket holders for the music festival had the opportunity to bid at an auction for the chance to spend the night on the festival grounds. This was to avoid the walk all the way back to their accommodations and have the opportunity to camp out in air conditioned tent right by all of the action.

This was the first time the Marriott hotel brand partnered with Coachella Music Festival. This exclusive hotel package included VIP viewing areas and hospitality tents, private showers and loos, golf cart shuttles between stages, and slap-up breakfast.

Our take:

These luxury pop-up accommodations was definitely a huge hit for hotel brand. Now, consumers that are booking a hotel will much feel better about booking with the Marriot because they have already given away and offered so much to them. Festival goers are sure to be going crazy over this pop-up accommodation and it will be an emerging trend.

Now the Marriott brand knows how to attract their consumers, especially at music festivals. Everyone is tired out after a long day of partying - drinking, dancing, and singing, that they don't want to travel back and forth to other accommodations. The convenience of having a luxury hotel room on-site is an amazing idea.

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3. The Allure of the Music Festival: Why Do Big Brands Keep Going Back?

JDAtlantis - 11.jpg

Found in P2Blog, written by Samantha Stallard

But, why do big brands keep going back?

According to research commissioned by media agency Target Media and carried out by Eyeball, going to a festival is the most exciting thing 44% of respondents have ever done. This makes the target audience far more open-minded, allowing sponsors and advertisers a better chance of getting their message across. And with festivals attracting an increasing variety of attendees, brands have ample opportunity to earn "cool points" with existing consumers and attract brand new ones all in the same space. Here are a few reasons brands find so much success at music festivals:

Because the Millennials are there

It may be a dirty word in the marketing industry, but when a Millennial walks into a music festival, sponsors and brands know that they are prepared to spend money. Millennials are in the in-between period of life in which they have stable incomes combined with low overhead costs (since many have yet to purchase a home or start a family). They are willing to spend that extra cash on experiences - and brands that align themselves with those experiences.

Who does it well?

VH1 at Lollapalooza: The TV network hosted live music and a GIF photobooth where festival attendees could create an animated graphic, then email/share, giving participants a complimentary souvenir to share with friends. In addition, VH1 provided a 10’ by 17’ screen that displayed fans’ Tweets and Instagram Pictures as long as they tweeted at VH1 with the hashtag, #BestLollaEver. By doing so, VH1 was able to spread awareness about its brand not only at Lollapalooza, but also through entire social networks.

(Click on the title to read more!)

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4. Patrón Believes Experiential and Education are Key to Growth

cocktail.jpg
Photo courtesy: Pexels

Found in Event Magazine, written by Alison Ledger

The CMO of Patron Spirits, Lee Applbaum, reveals that the experiential marketing strategy for the company has made the brand grow within the year. After looking back a few years, there has been a huge growth globally for the 28-year-old brand.

How important are events and experiential for the Patron brand?

“Events and experiential marketing have been a critical part of Patrón's marketing programme for nearly three decades now. You can talk about ultra premium tequila, you can educate around it, but nothing is more important than the consumer’s ability to taste the tequila in a curated setting where we can lead the conversation and make bespoke cocktails to highlight Patrón’s versatility,” said Lee Applbaum.

Our take:

What’s better than getting to try alcohol for free? The brand is bound to get more followers and buyers toward the product if they are fully immersed in the experience of trying the product. The point of events is to highlight the process of making the product and the versatility of how the product will work.


For alcohol, there is much versatility because you can mix Patron to make a margarita, a mixed drink with tonic water, or a mojito, or even a Bloody Maria (not a bloody Mary). Events give the opportunity to showcase these different drinks and help pair Patron with other products to mix up unexpected products and create a decedent surprise.  

 

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5. The 3 R’s of Content Marketing

reuse_refresh_reimagine.jpg

Photo courtesy:  Business 2 Community 

Found in Business 2 Community, written by Ben Jessup

Reduce, reuse, recycle. These three R-words were ingrained into our heads as kids. However, these three new R-words will help reduce marketing pollutions while improving lead generation:

  1. Reuse your evergreen content: This type of content answers the questions and pains of consumers and it can also reach a whole new audience. Emailing campaigns are a great way to reuse content and send buyers to relevant blogs and content. By the way, you do not even have to create anything new.
  2. Refresh and repost content with greater potential: Just when you thought that one blog post aligned perfectly with your audience, but it still fell flat. Perhaps you could add some more copy, add new images, or focus in on new keywords. CTAs are pretty convenient, too.
  3. Reimagine that content in a different format: consider your case study to be re-molded into a different format such as a How-To blog post or a checklist. With a simple format change, the same information can be repurposed to far more leads.
Our take:

Don't forget your 3 R’s next time you are posting that blog or reviewing your content marketing, in gerneral. Take note on the content that is existing already and reuse, refresh, and/or reimagine. Instead of taking out of your existing content, consider reinventing your content because it will save time and increase traffic leads.

We are firm believers of reusing, refreshing, and reimagining. Often times after posting a blog post, we are constantly taking our content and posting it to social media with different captions, at different times of the day. If it is older content, we go into the blog and delete old pictures to replace them with better ones.

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Topics: pop culture, news, experiential marketing, events

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