'Entertainment' Category

Report: Fashion Events & Social Media: 4 Campaigns Analyzed

Posted by Doug Schumacher on January 29th, 2015 at 4:08 pm

How does a fashion brand leverage a major industry event? This report analyzes the content strategies and tactics of four major luxury fashion brands during Milan Fashion Week. The following slides will reveal details about each brand’s posting calendar, social networks employed, engagement levels generated and the posts that made the biggest impact.
Highlights

Instagram is the dominant social network for live fashion events
Only 1 of the 4 campaigns included posting to Facebook
Posting for each brand is scheduled around their live fashion show

Maybe You Deserve This Match

Posted by Neal Leavitt on January 28th, 2015 at 8:27 pm

A number of years ago I was retained to provide marketing communications services for a San Diego-based dating site. Good concept, decent funding from private sources, number of stories generated across various media genres. Ultimately, however, it wasn’t enough. Competition was too fierce; site just wasn’t attracting enough eyeballs and the venture folded.
Fast forward to 2015. Buddy of mine asked if I knew of any good dating sites as he was, to quote him, ‘back in the game.’ Told him I hadn’t been following the space for awhile but was curious to see how the industry had evolved.
The dating industry has become huge - $2.2 billion in 2014 according to market research firm IBISWorld; $2.7 billion by 2019. And Pew Research says that of Americans in a committed relationship that have used an online dating site, one in three met online.
Decided to have a little fun so did a bit of research/searching for oddball, offbeat and in some cases, truly weird dating sites. All seem to be flourishing; many have attracted advertising. In short, your future significant other may just be a few clicks away, no matter your fetishes.
So here are a few:
Vampersonals... Read more

eSports Racking Up Billions of Viewer Hours – and Dollars

Posted by Neal Leavitt on December 27th, 2014 at 8:16 pm

So your 13-year old son is seemingly spending every waking moment hunched over his Xbox, PS Vita, phone, tablet or (doubtful but some pre-teens and teens still use ‘em) laptop playing one endless video game after another. You’ve morphed into an avatar from his perspective; the video games have become his real world.
What do you do?
Well, if he’s really good, let him play on. eSports has finally reached critical mass and has become a multi-billion dollar business, notes market research firm SuperData Research.
Note the following from a trends brief the company put out last April:
• More than 71 million worldwide watch competitive gaming. In fact, about 14.9 million people tuned in to the 2013 World Series; last year 32 million watched the League of Legends Season 3 World Championship – more than double the audience for our so-called ‘national pastime’!
• The average eSports viewer watches 19 times a month; average session is more than two hours;
• eSports is becoming a revenue driver and marketing vehicle for online game publishers and major brands; former like Riot Games, Wargaming and Valve; examples of latter include Coca-Cola and Intel;
• The International 2013: Dota 2 prize pool was more than $2.8 million; total prize money from... Read more

3 CPG Soft Drink Social Media Campaigns Analyzed

Posted by Doug Schumacher on December 15th, 2014 at 12:33 pm

A look at the campaigns major CPG soft drink companies are running on Facebook, Twitter and Instagram. Brands in report are Coca-cola, Pepsi, Mountain Dew, Sprite, Dr Pepper and Fanta.
Report Highlights

Each campaign had a different social network drive the bulk of the engagement.
Each campaign employed a tactic for generating audience participation.
Twitter is the network with the highest posting volume in each campaign.
Twitter, despite having lower fan counts than the corresponding Facebook pages, delivered more engagements on 2 of the 3 campaigns.
Facebook is the dominant network for reach, with over 92% of the average fan count.

2015 Mobile Marketing Predictions – from 2005 (Pt 2): Mobile Advertising

Posted by Rick Mathieson on December 15th, 2014 at 9:32 am

As longtime readers of my books, blog and posts here in iMedia will tell you, I’m not exactly bullish on mobile advertising.
At least not in its current model, which mostly takes the conventions from another medium (ad banners on the old-school Internet) and plops them into our used-to-be-shrinking-now-ever-expanding mobile phone screens.
Let me explain.
In 2005, it was clear to me that mobile advertising would have to be a game changer. But not just because it’s mobile, or the fact that you can target based on things like location.
As I wrote back then in my first book, BRANDING UNBOUND, the web banner-based ad model for mobile was something that had to be tried, and continues onto this day – if not for anything else than it’s a familiar framework, and it’s easy for agency folks to explain to clients.
Indeed, most marketers still don’t have a clue about mobile marketing. Just think of how the industry (and financial markets) herald Facebook’s success in mobile advertising.
I find it intriguing.  I have yet to see a Facebook banner ad that a.) I’ve clicked on, and b.) is anything different than the way I’d experience that same ad on the old school Internet.
Just because an ad... Read more