The attention-getting stunt Activision pulled last week during the season finale of "American Idol" could prove more profitable than first thought. Not only does it market and promote the company's video game line but digital music, too. Guitar Hero and "American Idol" fans were treated to some old time rock 'n' roll during the season finale with the debut of two new branding commercials starring winner David Cook and runner-up David Archuleta. The concept for the ads continues where Tom Cruise's iconic scene in the 1983 movie "Risky Business" leaves off. Connecting with the audience in the 30-second spots, "American Idol" winner David Cook and finalist David Archuleta lip synch to Bob Seger's "Old Time Rock 'N' Roll" while playing a Guitar Hero guitar. The announcer says "Unleash your inner rock star." An Activision spokeswoman says they won't likely run again on broadcast television but consumers can catch them online. One of many David Cook and David Archuleta Guitar Hero video commercials uploaded to Google's YouTube in the past six days had nearly 500,000 views on Tuesday. Brett Ratner, the director of "X-Men: The Last Stand" and the "Rush Hour" trilogy, launched consultancy Brett Ratner Brands earlier this year and took on Activision as its first client. Activision reported earning $44.2 million, or 14 cents per share, in the quarter ending March 31, compared with a loss of $14.4 million, or 5 cents per share, for the year ago period. Analysts believe the company can do it again. Amy Shea, EVP at branding firm Brand Keys, says Activision's feel-good spots attempt to connect the product and the brand to consumers' life experiences by getting them to telegraphically access a set of images stored in memory. "Even if it's been done before, it's not a mistake for others to try it again," she says. "This time it could have a greater impact on consumers as long as there is a clear connection between the theme and the brand." Not all campaigns that attempt to telegraphically connect with consumers succeed. Michael Jackson's song "Thriller" celebrates its 25th anniversary this year. In anticipation of the occasion, groups of friends on the street and at weddings have videotaped themselves dancing to the beat, uploading the videos on YouTube. Advertising and marketing agencies have tried to capitalize on consumer awareness. During the Super Bowl, SoBe Life Water ran an ad featuring Naomi Campbell and lizards dancing to "Thriller." Comments across the blogosphere were less than favorable. Shea says the campaign was a mistake because the theme lacks a natural connection. Campbell isn't a dancer, and there's no relationship between water and Jackson's song. "The brand shouldn't enter into a place that doesn't make sense," Shea says. "When brands access something that belongs to the consciousness of a collected generation like the scene from 'Risky Business' and 'Thriller,' they are asking permission from the audience to use it and the audience will tell them if it makes sense."
The differences between automotive brands are shrinking, at least when it comes to how well cars and trucks are made. Therefore, new-vehicle owners are basing their opinions of their new vehicles on more than whether the door is still closing correctly after three months, or if the tire stays on after you kick it. And in that range of considerations--including whether the car or truck is emotionally satisfying--Ford seems to be making headway. That's the message behind research firm Strategic Vision's latest Total Quality Index (TQI), a ranking of vehicles in 19 vehicle segments based on input by owners who bought the vehicles last year. In the study, Toyota and Ford are tied in most segments, each having three vehicles on top: Toyota for the Yaris, and 4Runner and Sequoia SUVs; Ford for the Edge crossover, Mustang Convertible and F-250/350 trucks. The San Diego-based firm surveyed some 20,655 owners on both problems --things that broke or went wrong--and on how delighted (or not) they were with things like vehicle amenities, interior design, ergonomics, controls, entertainment systems, and standard features. "We look at how many problems you have, their severity, but also things that create delight in a product: headlights: function, design, ease of use. Furthermore, we look at what the vehicle did on an emotional level for customers," says Alexander Edwards, president of Strategic Vision's automotive division. He says extra features, such as standard telematics devices (à la Ford's Sync), higher-quality buttons, better-designed controls, and better fabrics and aesthetically appealing paneling are more important now because the industry is reaching a limit in terms of how few problems each vehicle can have. "Twenty years ago, you could really count the problems. These days, the number of drivers reporting problems and the magnitude of the problems are much lower." In the TQI, those who experienced a problem included about 20% of respondents who bought a Ford, 21% who bought a Toyota, 19% who bought a Honda and 26% who bought a Hyundai. "That's all very close, and frankly, it's going to be very difficult to get better and better at that," he says. Toyota's other leading vehicles were the Scion xB and the Lexus RX 350 crossover, the latter in a dead heat with Land Rover's LR2. Ford also had wins with Mercury Sable and Volvo C30. In the mid-sized car segment, Volkswagen Jetta won Strategic Vision's survey; second place went to Chevrolet's Malibu sedan. Other brands with winning vehicles: Mercedes for its S-Class and SL; Honda for the Ridgeline truck and Odyssey minivan; Chevrolet with the Corvette Convertible and Avalanche and Silverado pickups. Hyundai, which led last year in three areas, only had one leader this year with the Santa Fe compact crossover SUV. The Volkswagen Jetta, Chrysler 300C and BMW X5 were each TQI leaders. "Over the past quarter century in the U.S., customer perceptions of quality of domestic and Asian manufacturers underwent large swings. Today, it doesn't matter if you are a Toyota or a Ford, BMW or Hyundai--each manufacturer has the opportunity and mandate to produce a product with the right Cues of Quality--those product attributes that signal quality and create customer Trust--and present vehicles that have a greater impact on the purchase decision," says Alexander Edwards.
Kraft Macaroni & Cheese is among the national brands now partnering with the Kennedy Space Center Visitor Complex, thanks to active outreach to corporations. The center, located in Titusville, Fla., began pursuing national packaged goods companies about 18 months ago for the 2008 celebration of its 50th anniversary, according to its director of marketing, Tom Olson. This Kraft promotion--plus a collectible-toy promotion coming up in November with a fast-food chain, and others scheduled for 2009--are byproducts of those efforts, Olson says. The success of the Macaroni & Cheese promotion may also lead to partnerships with other Kraft brands, he adds, noting that such possibilities are being discussed internally at Kraft. The Visitor's Complex appeals not just to kids, but to a number of different consumer segments--including Boomers who grew up on the space program--and is drawing considerable interest from marketers looking to target such groups, according to Olson. In the Macaroni & Cheese promotion, kids enter a code found in specially marked boxes of the iconic kids' brand into a contest at thecheesiest.com for chances to win prizes like a family trip to the Kennedy Space Center or launching a Super Loki bearing the winning kid's name. Second and third prizes include youth flight suits with helmets and Kraft lunch bags. A $5 discount on admission to Space Center Visitor Complex is included on the box (and is also downloadable, along with a screensaver, on the site). The campaign, tied in with a space adventure featuring cartoon character "C. Rex," includes 38 million boxes in grocery stores nationwide and is being supported by a national 30-second commercial on kids' shows, point-of-sale signage and an interactive Web site. The contest ends Saturday. The promotion has generated over 1.2 million hits on the site and more than 68,000 registrations. More importantly, the Kraft brand has been seeing "large volume increases" since the campaign began on March 12, according to associate brand manager Joanna Laytin. "We're very happy with the results," she says. (The brand will also be doing other experiential marketing for kids in the months ahead, including a "Mac & Cheese-A-Palooza" contest with chances for six kids to win attendance at an exclusive, brand-sponsored concert by up-and-coming Disney Channel and recording star Jordan Pruitt, Laytin reports. The first "Palooza" event/contest, featuring The Cheetah Girls, was a major hit, she notes. Meanwhile, the Kraft Macaroni & Cheese promo has also been a win for the Space Center, which has already seen some coupons redeemed by in-state visitors, and expects a significant influx from out-of-staters during vacation season in June and beyond, reports Olson. The increased exposure generated by such corporate tie-ins is also important for building awareness that the Complex offers a full day-and-a-half of activities, he adds. Featured attractions include the new Shuttle Launch Experience, Kennedy Space Center tour, 3D IMAX space films, Astronaut Encounter, the U.S. Astronaut Hall of Fame featuring historic spacecraft, simulator rides and more.
Sears, which is expected to announce some pretty depressing sales numbers later this week, is looking for an urban solution: The company says it's teaming up with rapper LL Cool J for a new line of clothing. "The collaboration between LL Cool J and Sears is the result of significant research on our part to choose an aspirational label that can be accessible to all," Irv Neger, Sears SVP for apparel, says in a statement. "Key considerations included choosing a persona that had broad demographic appeal, representing the true cross-section of the American public that Sears embodies, and working with someone who would be committed to making the good life attainable to our customers. We wanted a brand that would resonate with an existing customer who desired authentic streetwear, and LL Cool J wanted an American icon retailer to which he could entrust his name and his vision." The Hoffman Estates, Ill.-based retailer, which also owns Kmart, says the line is expected to debut this fall in 450 Sears stores, adding more with the holiday season. Separately, Benetton Group SpA, the Milan-based apparel company, says it signed a deal with Sears Mexico to distribute the United Colors of Benetton brand there in women's, men's and children's collections. (Almost 10 years ago, Sears' U.S. stores dropped Benetton's clothes, due to customer protests over the Italian company's controversial ad campaign on death-row inmates.) The Wall Street Journal reported that Sears, which has had more than its share of sales declines in recent quarters, is expected to post an 8% drop in its quarterly same-store sales when it reports earnings Thursday.
No, in the new ads for Hanes underwear, Charlie Sheen and Michael Jordan won't jump over a pool of snakes wearing only briefs (see popular online video of Kobe Bryant leaping over a pool of snakes). Rather, Sheen is playing an exaggerated--and somewhat reptilian--version of himself in a new campaign for Hanes Lay Flat Collar undershirts and Hanes No Ride Up Boxer Briefs. The effort, via Richmond, Va.-based The Martin Agency, extends Hanes' three-year-old "Look Who" advertising campaign. A pair of new ads has Sheen playing an obsequious Jordan-worshipping version of himself, and Jordan playing Jordan. The first spot has Sheen leaving a hotel and tipping the bellboy. When he sees Jordan pulling out in a Maserati Spyder, he strolls over to Jordan's car. "Hey, M.J. The Hanes man himself!" says Sheen, as Jordan tries to be affable while fending off Sheen's handshake. "Speaking of which," continues Sheen, "my agent turned me on to these shirts. The collar doesn't stretch out. You should look into it!" When Jordan tells him he has to leave, Sheen pulls out his cell phone. "We should do dinner," he says. "You like Korean barbeque?" "Um," responds Jordan, "no." When Jordan pulls away, Sheen throws his cell phone into the back seat of Jordan's car. "Number's in there!" In the second ad, Jordan is strolling home from a day at the links. When Sheen drives by and notices Jordan, he puts his car in reverse and tries to engage him in conversation as he continues to drive in reverse. He tells Jordan he's wearing the new Hanes No Ride Up Boxer Briefs and moves to show off the pair he's wearing while still driving. Jordan tries to tell him he's about to run into the valet stand, but it's too late. Crash. The effort also comprises online, and video game promotes the brand's new Comfort Fit Promise, in which Hanes offers consumers their money back if they have any fit or comfort issues with the underwear. The ads bow Monday during the NHL Finals on NBC and will air later in the week during the NBA Finals on ESPN and Nascar on ESPN. The 15- and 30-second spots follow Sheen as he plays himself, but with an elevated obsequious hormone that makes him horribly fawning whenever he sees Jordan. In this case, his sycophantic devices involve the fact that both he and Jordan wear Hanes Lay Flat Collar and No Ride Up Boxers. The online vector, beginning July 14, has ad banners and the Fantasy Baseball Hanes Comfort Zone on ESPN.com. Hanes will also have ads in select XboxLive.com games, including Nascar 2008, NHL 2008 and MLB's "The Bigs." Hanes will launch a microsite at its consumer Web site that shows the ads, outtakes and other content targeted to men. Hanes' "Look Who" campaign, which launched in 2005, has featured Matthew Perry, Marisa Tomei, Damon Wayans, Christina Applegate, Kevin Bacon, and most recently Jennifer Love Hewitt. Jordan showed up last year in Hanes ads, in spots in which he played opposite actor Cuba Gooding Jr. David McBride, director of Hanes Brand Marketing, says each installment of the "Look Who" campaign is intended to be unique. "Both because of the personality we team up with and the products we promote. Charlie [Sheen's] work on classic 'guy' films like 'Platoon,' 'Major League' and his current sitcom, as well as his charisma and dry sense of humor, make him a great fit for the campaign in targeting and engaging male consumers alongside Michael Jordan." He says the Hanes Comfort Fit Promise was unveiled in 2007 and that the Hanes Comfort Fit Promise blue seal is on select men's boxer briefs and undershirts, women's bras and underwear and on Shape to Fit Socks. "It is our first money-back guarantee," he says, adding that the message will be at the end of the TV spots, via voiceover, and is highly visible on the product packaging.
When it comes to shopper marketing--reaching consumers when they are actually in shopping mode--a new study shows that major advertisers still have a lot to learn. Part of the problem is that while both retailers and marketers agree that it is primarily the marketers' job to bring consumer insights into the planning process, there's a fair amount of misunderstanding about what that means, says Bonnie Carlson, president of the Promotion Marketing Association, which fielded the study. "Consumer insights are great, and it's important for marketers to know the psychographics and demographics of their customer. But shopper insights are different. That same consumer can actually be in multiple shopper mindsets even in a single week--she shops differently when she's doing a major shopping trip on Saturday than she does when she's in a rush to pick up dinner after work," she says. And retailers and marketers need to collaborate more closely to understand those mindsets--whether that means dual focus groups, or joint exit interviews. "Retailers are doing more to get those insights, but they aren't necessarily sharing them with marketers," she says. Done right, she says, shopper marketing--embraced by 60% of marketers in the PMA survey, while 94% of retailers believe that their competition is already doing it--"is all about making it easy for shoppers, so things like packaging and store layout become very important." An example of a program done well, she says, is a little kitchen set up by Nabisco near the dairy case: "That puts its crackers near the cheese, and its cookies near the milk. It can both surprise and delight a shopper." One surprise in the study, she says, is that both retailers and marketers named increasing sales as the No. 1 goal, and two-thirds of each group says they have achieved them. "We thought they'd say it was all about ROI, and profitability," she says. Metrics are also an issue. Only one-third of both retailers and manufacturers report that they agree on the metrics for evaluating programs even "most of the time," while nearly two-thirds of marketers say they only reach agreement with retailers about how to measure success "occasionally" or "never." Overall, she says, the study points to a greater need for alignment: "Both sides need to move a little closer together."
Veteran automotive marketer Steve Wilhite has joined Jumpstart Automotive Media in the newly created position of president. Wilhite, who has held high-level positions at Hyundai, Volkswagen and Nissan, will direct all sales, marketing and product development for the San Francisco-based automotive publisher rep firm. He also joins the company's Board of Directors and will report to CEO Mitch Lowe. Most recently, he served as COO and the top U.S. executive of Hyundai North America before leaving last September. "I've been spending time with Mitch and the team at Jumpstart over the past six months," Wilhite said. "My level of interest and enthusiasm grew with each meeting." Wilhite arrives at Jumpstart while it undergoes what could be described as mid-growth spurt. The company has grown from 20 employees in 2004 to 90 today and is projected to have more than 120 in 2009. Revenue has climbed from less than $20 million in 2006 to $40 million in 2007 and a projected $60 million in 2008. "The company has assembled a terrific group of talented, passionate people and is building an exciting culture of creativity, performance, accountability and fun," he said. "Jumpstart has a tremendous opportunity to leverage the strength and performance of its products and services to help automotive publishers and automotive marketers improve profitability while simultaneously improving the customer shopping experience. This will be fun." Both comScore and Nielsen peg the company as having risen from 9th to consistently 5th and as high as 3rd during the past six months. This equates to growth of 4 million unique users to 7-8 million, Lowe said. Jumpstart is one of the more consistent sites in terms of month to month traffic (e.g., AOL and MSN swing very widely). The company has added 6 new publishers over the past year (CarSoup, USNews, Car & Driver, Road & Track, CarGurus, HybridCars), bringing the total to 11. Jumpstart works with 90% of OEM brands nationwide (large and small) including 750 local dealers nationwide and most of the top 100 megadealers. Before joining Hyundai, Wilhite was VP of global marketing communications at Apple. As VP of marketing at Volkswagen, he developed the "Drivers Wanted" campaign and introduction of the new Beetle. Wilhite was also VP of marketing at Nissan North America, where he introduced Shift_ and later became senior VP of global marketing for Nissan and Infiniti. "This is a massive win for Jumpstart," Lowe said. "Steve brings terrific leadership, marketing skills and unique, in-depth automotive expertise to the company. The timing is perfect as we position Jumpstart for dramatic growth as a new media consultancy that will provide leadership in online automotive advertising at every level from manufacturers to individual dealers. Moreover, we will become a media company involved in content creation, syndication and publisher service that further unites the auto sites within our family of publishers." Jumpstart Automotive Media customers include automotive manufacturers, regional dealer associations and the top 100 automotive dealers. The portfolio of publishers includes NADAguides.com, Vehix, Consumer Guide Automotive, JD Power Autos, Shopping.com, CarandDriver.com, RoadandTrack.com, CarSoup.com, U.S.News.com, HybridCars and CarGurus.
At first glance, it would seem many companies treat their sustainable business practices like a major anonymous donation to a good charity. It's great that we're doing it, but let's not tell anyone it's from us. Data from the government and independent sources show that U.S. businesses are having a more positive impact on the environment, even if more companies right now prefer to walk rather than talk. While many companies are content to reap the cost savings associated with greening their operations, they're missing an enormous opportunity to market their green practices and drive sales. Corporate anxiety about publicizing sustainability initiatives comes from a variety of sources, though the mindset can be categorized into three groups: