'Entertainment' Category

Report: Social Media Benchmarks for Consumer Electronics Brands

Posted by Doug Schumacher on April 8th, 2015 at 9:34 am

If there’s a product category well suited for online content creation, it would be consumer electronics. Many of the products are used in the creation of social media content by everyone from major brands to individual consumers. Yet there’s a considerable gap here in how these brands are approaching social media. In this report, we’ll take a look at a couple of benchmarks that tell a lot about these brands from a high-level POV.
Highlights

Exciting products activate consumers. GoPro, through a mix of product innovation and must-see content, has surpassed legendary brands with long-standing reputations.
Activity in one social networks sets a pace for other networks. The brands succeeding overall are doing so because of an across-the-board dedication to social network posting.
GoPros posting volume of 27 posts in a single week on Facebook is almost two times the nearest competitor.

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Posted by Rick Mathieson on April 4th, 2015 at 1:11 pm

Can someone who has spent little to no time working in advertising really cover it?
Or is it even better that way?
In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business.
How did being one step removed hinder - or help?
As Elliott says goodbye to the Times, we'll get his views on that topic.
And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (CONCLUSION): UNCERTAINTY CERTAIN
(Approx: 3:29)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
Listen to Part Three here: Change is (On) the Air

Which Super Bowl commercial won the game?

Posted by Winnie Brignac Hart on March 12th, 2015 at 12:17 pm

With 55 commercials, it was tough. From a strategic marketing perspective, we reviewed the commercial’s ability to stand out from the competition, effectiveness in speaking to target audience and it’s ability to create buzz and be shared by others.
Each commercial was rated on TwinEngine’s True North Brand Radar indicators:

Stands out from the competition
Is authentic
Reflects value
Is easy to understand
Is relevant to the audience
Is properly positioned from the competition
Delivers desired benefits
Is likely to create buzz and be shared by others

Our Top 5 Super Bowl Ad Blitz Picks
1. Mophie 2015 Game Day Commercial - https://www.youtube.com/watch?v=LuVsf_hE7gM
2. Avocados from Mexico: First Draft - https://www.youtube.com/watch?v=JF02QdpPJlk
3. Clash of Clans: Liam Neeson - https://www.youtube.com/watch?v=GC2qk2X3fKA
4. Snickers: Danny Trejo / Marcia Brady - https://www.youtube.com/watch?v=rqbomTIWCZ8
5. BMW: Newfangled Idea - http://twinengine.com/2015/02/which-super-bowl-commercial-won-the-game/

FAREWELL Q&A WITH NY TIMES AD COLUMNIST STUART ELLIOTT (PT 3): CHANGE IS (ON) THE AIR

Posted by Rick Mathieson on March 4th, 2015 at 6:47 pm

In part three of an expansive "exit interview" I conducted with Elliott just weeks after he announced his retirement in December - he points to how ad agencies used to pretend they were bigger, until that became a liability, and why brands had better keep up with demographic trends, or risk being risk being left behind.
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOT: WHAT I SAW THE REVOLUTION (PART 3) - CHANGE IS (ON) THE AIR
(Approx: 3:53)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Part 2): What I Saw at the Revolution

Posted by Rick Mathieson on February 17th, 2015 at 10:03 am

Content marketing may get a lot of buzz these days - but it's as old as advertising itself.
In part two of my conversation with longtime New York Times advertising columnist Stuart Elliott, we continue to talk about how social media has paradoxically fueled growth in television viewership - especially for events like the Super Bowl.
But as part of this wide-ranging farewell Q&A with Elliott - who retired in December after nearly 25 years of covering advertising for the Times - we get into sponsorship advertising, as well as so-called content and video marketing.
Surprise: None of this is future-forward at all. Indeed, it's a return to the golden age of advertising. But while it sideswipes the problem of ad-skipping technologies and an ever-expanding universe of digital distractions, it comes with some considerable challenges of its own.
Click Here to Download: Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (PT 2) - THE RISE (& RISKS) OF CONTENT MARKETING
(Approx: 5:40)