Tagged 'Super Bowl'

Mobile Roundtable (Concl): AMEX: The Ultimate Mobile Marketing Platform?

Posted by Rick Mathieson on October 6th, 2011 at 2:24 pm

It's already one of the world's preeminent payment companies.
With its entry into m-commerce, does American Express - its merchant partnerships and its massive database of customer preferences and purchase behavior - become the ultimate mobile marketing platform?
In the conclusion of our Fall 2011 Mobile Marketing Roundtable, our panelists - Julie Fajgenbaum, vice president of brand marketing and social media for American Express, Jeff Hasen, CMO of mobile marketing firm HipCricket, and Adam Broitman, CEO of digital ad agency Circ.us - talk QR codes and Near Field Communications (NFC) and their (to some, questionable) value to marketing and advertising.
And I ask them to consider the place payment companies like AMEX might hold in the future of mobile marketing.
FALL 2011 MOBILE MARKETING ROUNDTABLE (CONCL): AMEX: the Ultimate Mobile Marketing Platform?

Click Here to Listen to Fall_2011_Mobile_Marketing_Roundtable_Conclusion
(Approx: 5:25)
PLUS: Don't miss the other installments from this exclusive roundtable:
In Part 1 of our Fall Mobile Marketing Roundtable, we talk to Julie Fajgenbaum, VP of Brand Marketing & Social Media for American Express about how AMEX is going social+mobile+commerce.
In Part 2, we talk to Adam Broitman, CEO of Circus about ways this equation will play out over the next five to 10 years... Read more

Mobile Roundtable (Pt 4): Mobile Marketing's Role in Super Bowl 2012

Posted by Rick Mathieson on October 5th, 2011 at 9:36 am

With all the advertising slots for Super Bowl 2012 already sold out, I asked our mobile marketing roundtable what role mobile marketing will play in this next year's Ad Bowl.
Julie Fajgenbaum, vice president of brand marketing and social media for American Express, joins Jeff Hasen, CMO of mobile marketing firm HipCricket, and Adam Broitman, CEO of digital ad agency Circ.us, in discussing the use of mobile as a response mechanism for spots aired during the big game.
 Along the way, we hear about a largely overlooked role mobile plays regardless of its intentional integration with Super Bowl spots - and we try to get Julie to reveal AMEX's plans for game day.
FALL 2011 MOBILE MARKETING ROUNDTABLE (PT 4): MOBILE MARKETING'S ROLE IN SUPER BOWL 2012
Click Here to Listen to Fall 2011 Mobile Marketing Roundtable (Pt 4)
(Approx: 4:51)
TOMORROW: With converging trends such as they are, doesn't AMEX stand to become one of the world's top social CRM platforms? We'll discuss the prospects - and what it could mean to mobile marketing.
PLUS: Don't miss the other installments from this exclusive roundtable:
In Part 1 of our Fall Mobile Marketing Roundtable, we talk to Julie Fajgenbaum, VP of Brand Marketing & Social Media for American... Read more

Mobile Marketing Roundtable: AMEX Goes Mobile + Social + Local & More

Posted by Rick Mathieson on September 29th, 2011 at 8:05 pm

  With apologies to VISA, it's really AMEX that's everywhere you want to be.
At least that's the contention of Julie Fajgenbaum, vice president of brand, marketing and social media for American Express, in our Fall 2011 Mobile Marketing Roundtable.
  Joining Fajgenbaum: Adam Broitman, chief ringleader for New York City-based digital marketing agency Circ.us, and Jeff Hasen, chief marketing officer for Seattle-based mobile marketing firm HipCricket - who we'll hear more from over the next few days.
In part one, Fajgenbaum offers insights into AMEX's mobile+social+local strategy, which includes new promotions with Foursquare and Facebook, as well as an initiative with Verizon and Sprint to enable you to make mobile payments using your phone using a prepaid account maintained by AMEX.
As you'll hear, AMEX has adopted "mobile first" design principles - meaning it now designs brand experiences for mobile first, because it will necessarily work on other devices.
Among our questions: What social+local+mobile might mean for AMEX in the next five years - and whether mobile payments spell the end of physical credit cards.
FALL 2011 MOBILE MARKETING ROUNDTABLE PART ONE: AMEX'S MOBILE STRATEGY

Click Here to Listen to: Fall Mobile Marketing Roundtable Part 1
(Approx. 6:45)

Super Bowl Recap: Welcome Back, Advertising Industry

Posted by John Shelton on February 16th, 2011 at 10:55 pm

The STRATA Perspective on Advertising during Super Bowl 2011:
As we slowly crawl out of one of the most devastating recessions in recent history, this year’s Super Bowl may have acted as a bellwether for our economic recovery.  It signaled that a. consumers have regained some buying power b. automakers are recovering and c. advertising is back.
Automakers have been deathly quiet over the past few years, understandably more concerned with improving their balance sheets than creating entertaining advertisements.  But there was a dramatic shift during this year’s Super Bowl, with nine different automotive companies dominating the evening.  Chrysler, who almost completely disappeared from advertising in recent years, was seen throughout the night, spending close to 9 million dollars on an ad starring rap artist, Eminem.  The advertisements themselves ranged from family fun, like Volkswagen’s adorable Darth Vader commercial, to Chrysler’s Glee advertisement, which succeeded in converting a few more “gleeks”. Overall, advertisements were noisy and filled with special affects, working hard to take advantage of the new economic climate.  Two years ago, no one was buying cars, now automakers are so confident in consumer power, they are willing to embark on a new advertising path that includes spending big bucks... Read more

Confessions of a 'Crash The Super Bowl' Winner (Updated)

Posted by Rick Mathieson on February 4th, 2011 at 9:04 am

Call it the myth of the consumer-created Super Bowl spot.
Come Monday morning, we'll get hit with the latest barrage of news stories about how an everyday consumer showed up Madison Avenue with a popular Super Bowl spot. And just like last year and the year before that, the news media will mostly fail to report that the winners of these contests are often professional filmmakers who could have just as easily been the ones hired by ad agencies to create the spots in the first place. See last year's New York Times coverage as just one example of this failure. And this year's USA Today announcement about the Ad Meter winners is another.
I don't blame the brands for the confusion - they open up these contests to all comers, and it stands to reason that the really good entries would win.
But maybe it's time the news media should, perhaps, stop framing these promotions as if it means a ticket to the big time for anyone with a Handicam and Hollywood dreams.
Let's take Doritos annual "Crash The Super Bowl" user-gen contest (which is run by agency Goodby, Silverstein & Partners). Past winners like "Live the Flavor" (guy crashes car while eying... Read more