A new Sauza Tequila video that’s encouraging women to “Make It With a Fireman” is generating viral heat. The video’s real point is to get women to make a margarita recipe featuring Sauza Blue Tequila, as demonstrated by a hunky “fireman.” (Actually, a hunky model playing a fireman, but the desired effect is the same.) In the 10 days since its YouTube posting on April 16, the video has pulled an impressive 656,000 views, and 1,250 likes (to 17 dislikes). Much of the two-minute video is devoted to the fireman gazing intently at the viewer as he riffs about what he does (while doffing his fireman’s coat to better reveal his T-shirt-clad, toned physique). “Being a fireman is about more than just putting out blazes and giving kittens CPR,” he confides in a soulful yet suggestive voice. “Sometimes my duty demands that I fan the flames…like when a call comes in from a lady who needs immediate assistance. Maybe she needs help with a computer thing. Maybe she wants to go antiquing. Could be as simple as understanding that walking in heels is hard…or that reliving that summer in Paris is easy…” (He speaks the last phrase in French; an English subtitle is provided.) Or…“Maybe it’s ladies’ night in, and she wants a simple, delicious recipe for margaritas, with a twist.” Following his demonstration of that recipe, he adds: “Yes, that’s what I’m trained for…whether it’s to help her choose leggings or pants, telling her that leggings are pants, or discussing leggings and jeggings versus pant-pegging at her next ladies’ night in, I’ll come to the rescue. Don’t call me a hero…just call me.” Obviously, the video -- from Sauza agency Euro RSCG Chicago -- is highly tongue-in-cheek, and that tone is heightened by a prominent cameo role by an adorable kitten (“kittens make everything better”), as well as a bluesy background instrumental that wouldn’t be out of place in a strip club. “At its core, this campaign is about delivering convenient recipes for fresh Sauza margaritas to women,” says Sauza Tequila brand manager Amanda Lamb. “The fireman is the hook that gives our target a reason to watch and the recipe a reason to stay.” (The specific target is women 25 to 39.) Sauza is fanning the viral flames with banner ads on targeted sites (such as Allrecipes.com, YouTube and multiple pages on Yahoo, including targeted log-in pages); spotlighting the video on its own newly redesigned site (which offers ample recipes and entertainment tips); and generating buzz through key women’s blogger sites and media/public relations efforts. Downloadable coupons are being offered through the brand’s site, Facebook page and other channels, and marketing/promotional activity will be stepped-up around Cinco de Mayo. In addition, the Beam, Inc. brand has launched a Sauza Tequila Spa Getaway Sweepstakes on its Facebook page (which currently has about 133,000 “likes”), and its branded tour bus is now making stops around the country. Might some women be offended by the stereotypes being blatantly played-upon in this video? Of course. However, as Huffington Post associate editor Emma Gray points out, the stereotypes (“Women like men in uniform! Women like kittens! Women have tech issues they can’t handle themselves! Women chatter endlessly about jeggings and whether they are pants!) are “exaggerated enough [in this video] that it makes fun of those clichés more than it reinforces them.” On YouTube, the video has thus far generated 1,250 likes to 17 dislikes. One sample comment: “Get this commercial on TV! Best marketing I’ve ever seen.” Another: “Honestly, this is how you should be attempting to sell me everything from now on. Life insurance, feminine hygiene products, beer, fast food, anything really. Show me the kitten-toting, drink-mixing, French-speaking fireman, and I’ll show you the dough.” As to whether some real firemen might object to the video as being misleading and/or demeaning in regard to the true, extremely dangerous nature of their jobs (despite the flattering, macho-yet-sensitive image of firemen portrayed), so far, if they exist, it’s hard to find such comments on YouTube or through general Web searches.
People want vehicle technology that lets them be productive. In fact, their desire for connectivity and productivity technology is -- with safety -- a leading motivator of extra-cost features on new vehicles. That bodes well for autonomous driving technology, which might be the ultimate productivity tool, as it promises, ultimately, to control a vehicle while the driver -- heaven forbid -- texts. Google this week pitched its autonomous-car technology at the yearly SAE (Society of Automotive Engineers) World Congress in Detroit, saying that cars that drive themselves are in the horizon. The company has been testing Toyota Prius vehicles fit with Google technology that lets the vehicles drive autonomously, and is hoping that automakers pick up on the technology. Just out from J.D. Power and Associates, the 2012 U.S. Automotive Emerging Technologies Study suggests that while safety is still -- as it has historically been -- a dominant theme in what consumers want in a vehicle, the desire for technology that lets people be connected and productive is growing. Said Mike VanNieuwkuyk, executive director of global automotive at J.D. Power, in a release: “While vehicle owners remain very interested in technologies that make their vehicle safer, they are turning their attention more and more toward features and technologies that allow them to be productive, connected and entertained while in their vehicles.” The study -- a poll of some 17,400 vehicle owners in March -- included, among other things, a look at 23 primary technologies, each with related secondary technologies, and an analyses on device connectivity, navigation, safety and premium sound systems. While safety technology still dominates, 70% of respondents said they would pay extra for HD radio, and nearly as many said they would pay for wireless connectivity in the vehicle. Sixty-nine percent said they would pay $750 for enhanced collision mitigation technology. The study also looks at technologies that fall under the autonomous driving umbrella, including functions that control acceleration, braking and steering, without human interaction all the way up to Google car-like full autonomy. Consumers are still a bit wary. The firm's study found that 20% of all vehicle owners say they “definitely would” or “probably would” purchase it in their next vehicle after learning the estimated market price of $3,000. Prior to learning the price, interest for this technology was at 37%. The study finds that vehicle owners are nearly as likely to select fully autonomous driving mode as they are to select semi-autonomous driving technologies such as emergency stop assist ($800), traffic jam assist ($800) or speed limit assist ($800). But VanNieuwkuyk points out that there's a psychology barrier to consumer acceptance that may supersede price premium: “Many owners are skeptical about releasing control of their vehicle and would like to see the technology proved out before they adopt it." The study found that vehicle owners with the highest interest in fully autonomous driving at market price are males (25%), those between the ages of 18 and 37 (30%), and those living in urban areas (30%). The study also finds a high degree of interest (41%) in fully autonomous driving among vehicle owners who expressed interest in the automatic parallel parking feature. But the firm's Consumer Insight and Strategy Group, which tracked social media activity regarding autonomous driving, found that sentiment is generally positive for the technology's ability to enhance both safety and productivity.
Bonobos, the cheeky online purveyor of khakis for young men who hate to shop, is jumping from virtual retail to physical. The company recently announced a partnership with Nordstrom, and is headed to Boston, to open its first Guideshop. The company, which has gotten plenty of Internet mileage out of its promise to eliminate unsightly “Khaki Diaper Butt,” also plans to introduce a collection of golf clothing this fall, and says that the expansion moves are just a natural part it evolution. “We’ve built the brand by having a great product, paying close attention to customer service, and using an irreverent tone to appeal to guys who don’t like to shop and aren’t into fashion,” Tracy Keim, VP/ integrated marketing, tells Marketing Daily. “The next step is to take that value proposition to a broader audience.” Nordstrom makes “the perfect partner for Bonobos,” which claims to be the biggest brand of Internet clothing, “because we both have this intense focus on customer service. We know customers will get the same kind of treatment there that they get from the customer service ninjas on our site.” And the opening of its Guideshop in Boston, its only store outside the company’s New York City headquarters, it will offer personalized, one-to-one service that it describes as a hybrid of a personal shopper, tailor and stylist. An additional Guideshop is scheduled for Silicon Valley this summer. Industry observers say that, increasingly, brands will have to find new ways to exist in multiple channels, and that just as conventional retailers need a web presence to thrive, online retailers will need a physical one. That prediction gained buzz when reports surfaced early in the year that online giant Amazon is testing brick-and-mortar store concepts. “In 10 years, this won’t even be a conversation,” Phyllis Dealy, partner at Woods Witt Dealy & Sons, an ad agency in New York. “Everyone will be online and offline.” The partnership with Nordstrom, she says, is a clear example of how brands can leverage one another for broader distribution. “There isn’t a huge downside risk for either brand,” she says. While Millennials infamously turn up their nose at department stores, the Seattle-based Nordstrom “does have a cool factor, even if it’s not as relevant a brand for Gen Y. This lets Nordstrom reach a little younger, and Bonobos go a little broader. Even if people leave the store and then go home and buy pants through the website, they had a positive experience at Nordstrom, so it’s a win/win.”
Car-service company GroundLink is looking to build national awareness by appealing to the secret agent that lives within every person who might use its service. “We all have a secret agent on the inside,” Seth Lasser, chief marketing officer of GroundLink, tells Marketing Daily. “That’s who we’re trying to appeal to.” Two videos, which are currently online and will begin appearing on media in local markets this summer, introduce Dan, “a financial planner, devoted husband, father and part-time secret agent for the federal government.” The first 90-second video (which has also been cut down into a television -- and Internet -- video-friendly 30-second clip) shows Dan getting dropped off at his office, entering a GroundLink car and jetting off to exotic locales to fight crime (while also consulting with clients about financial issues). The video also shows him using the company’s mobile app to order a car and track its progress, so he can escape a hail of bullets into a GroundLink car. A second video, which will live online only, further explores Dan’s secret agent side. In the piece, three burly men abduct Dan into a windowless van. Saying one of his partners gave him up, the villains reveal their plans to dump him in the desert, surrounded by “a few hundred miles of unforgiving terrain.” During their monologue, Dan surreptitiously uses his phone to summon a car to meet him at the distant locale. When it does, the bad guys are only left to mutter, “Who the f--- is GroundLink?” The approach, which Lasser describes as “bold, savvy and a little witty,” is meant to bring some excitement and a memorable hook to a category that doesn’t have much traction in consumers’ minds, he says. “We’re trying to create a brand in a large industry [where] there haven’t been strong brands,” he says. “When you communicate a car service, it can fall flat.” In addition to running online and in local spot markets, the company plans on running the ads on the Captivate Network in elevators and they will “live in the social sphere,” Lasser says, teasing them on Facebook and Twitter.
The NBA is in its seventh season. Not of professional games, but of its mobile grassroots basketball tour, NBA Nation. The event, which starts this weekend in Houston, puts a basketball court at the center of an array of exhibits, activities, brand engagement kiosks, products and former NBA legends. The association predicts it will get over a million people visiting the the multi-city events of which Sprint is presenting sponsor. The eight-city tour, which visits Houston, Denver, Los Angeles, San Francisco, Charlotte, N.C., New York, Washington, D.C., and Philadelphia encompasses 20,000 square feet and comprises full and half courts. Sprite, Kia Motors and pharma brand Sanofi US in partnership with the American Diabetes Association are on the ground as tour sponsors. As ambassador, former NBA star Darryl Dawkins will travel to each tour to do meet-and-greets and will be a judge for the consumer competitions that the NBA has held every year that the events. Branded events include a "Sprint Unlimited Free Throw Competition," the "Kia Motors Performance Challenge," a "Dribble to Stop Diabetes" tent, NBA 3X, and the Sprite Slam Dunk Showdown. Sprint's event involves a challenge to participants to make as many free throws as NBA All-Star Kevin Durant has been previously recorded making in one minute. Each weekend, the fan who makes the most free throws in one minute will receive an NBA Store gift card. Sprite's element is a hoops talent audition of sorts for consideration for Team Sudden or Team Intense, led by Team Captains LeBron James and Kobe Bryant, during NBA All-Star 2013. In the past, the NBA has followed a strategy of doing local area marketing in each market. The support comprises radio station tie-ins, and local print, some TV (depending on the market) and online ads. The local NBA teams have also done email blasts to season ticket holders, plus in-game promotions, notices on team websites, and team social networking sites. The league has also promoted the tours at NBA.com, NBA Nation website, Facebook, and Twitter.
CAPTIVA ISLAND, Fla. -- Email marketers are constantly looking for more efficient ways to collect email addresses near the point of retail. The Scotts Miracle-Gro Co. recruited its store reps to help. The program has roots in a Scotts executive appreciating the lawn care company’s email marketing program. Working in the South, the marketing executive found that as more people signed up to receive messages -– which came under a “My Turf Tips” umbrella -- sales increased. Deciding to expand the email list, he approached Kip Edwardson, the company’s digital marketing lead, who oversees email marketing. Edwardson suggested multiple tactics, including advertising, to enlarge reach. However, the executive overseeing Scotts South wanted to move closer to the aisles at Lowe’s or Home Depot. With the permission of retailers, an initiative was launched allowing the store reps to sign people up. Using resources of multiple departments, Scotts created an app for iPhones and iPads that opened to a mobile Web page, allowing for the sign-ups. The company would later follow up with a customized email to the newly added consumer. Close to 20,000 email addresses were collected with the program. Edwardson detailed the initiative in his keynote address at the MediaPost Email Insider Summit on Thursday. Edwardson expanded further on ways that Scotts looks at the consumer perspective when considering email strategy. Factors it considers are whether a recipient feels the content is sufficiently personalized, does it increase lawn care knowledge and provide helpful hints, and is it easy to understand. The “My Turf Tips” tool is an effort to simplify email messaging after reviewing some unfavorable data. Scotts has also been active in establishing customer relationships via Facebook. But Edwardson said it is key to ensure customers find value in interacting with Scotts on the platform, and perception of the “s” word must be avoided. “It’s entertaining,” Edwardson said. “Facebook users welcome marketers, but they fear it may turn into spam … so you have to be interesting.” Beyond content itself, Scotts looks to ensure that Facebook users feel the brand isn’t just engaging in push marketing, but responding to customers. It also wants to seed a platform where people feel they can express themselves. Scotts’ deep relationship with Major League Baseball has helped boost Facebook “likes” by huge numbers. For example, on opening day this year, a sign behind the batter on an ESPN game directed viewers to the Scotts page. The company also used FarmVille with its Miracle-Gro brand to capitalize on Facebook. One social media outlet it has not used as a would-be direct marketing vehicle is Twitter. Oversight there falls under the customer service department, which uses it as a way to communicate with customers, largely to answer complaints and questions. Edwardson said that often results in a response call or email.
Fashion has always been a signal of the times -- a mirror of our cultural evolution. Marketers should take heed, as this year’s fall runways were signaling a new state of manhood and womanhood -- men taking on a back to basics, men as real men look and women presenting an image fully consistent with their newfound strength and power. The fashions are a reflection of the societal shifts taking shape as women take on a more prominent role in the world and men continue to find their way and place given the changes. Beards are the fashion that reflects the cultural norm of men trying to “right themselves” post-recession and being proud to be men. Men in beards filled the fall runways from Vivienne Westwood to Roberto Cavalli. Beyond fashion, even Disney -- the quintessential arbiter of clean and wholesome -- recently updated its dress code to include beards. A charity event, Movember, has also fueled the hipness of facial hair; the global event encourages men to not shave in November to raise funds to fight prostate cancer. All are a reflection of a shift towards facial hair being more acceptable in today's society, a symbol of masculinity. One brand rightly picking up on this trend is Gillette, launching the Fusion ProGlide Styler. Astutely, the brand linked the product’s benefit to the deeper cultural norms facing men today, supporting the launch with its “Masters of Style” campaign that focuses on owning one’s authentic self. The campaign features famous actors who proudly sport facial hair and do so with style. Actor Adrien Brody says that it “boils down to being real with yourself,” while Gael Garcia Bernal speaks to how facial hair is a tool to build character. Another personal care brand, Dove Men+Care, also taps into this insight with its “Get comfortable in your own skin” campaign. But these lessons can go beyond personal care. Men are trying to get a handle on what it means to be a man in today’s world, and brands can help support this confidence building and a new gender identity. Consider Dockers “Wear the Pants” campaign that champions being a man, as opposed to the recent Huggies “Dad Test” campaign that received widespread criticism from offended dads who felt portrayed as incompetent. What appears best is to honor men and their masculinity. In marketing, women have always been plagued with stereotypes, and men seem to be faring no better. Instead, honor the complex roles men are leading today. Now, for women, strong is the word that best describes them. Many designers presented strong women in the Fall inspired by the Lisbeth Salander character from the movie, The Girl with a Dragon Tattoo. Donatella Versace had her “gothic warriors,” and Givenchy had women in “armored” clothing and with multiple piercings. H&M got hot on this trend and launched its first movie-inspired line designed by the film's costume designer. The company talked about the clothing line as being about a “strong woman who stands up for her ideals.” Jones New York is another fashion brand that has been championing women with its “Empowering Your Confidence” campaign. It first launched after the 2009 The Shriver Report on women was released and acknowledged that women are now over 50 percent of the workforce. Bare Escentuals is also encouraging representations of strong women in its first global campaign, “Be a Force of Beauty.” In this case, it is acknowledging the power of femininity. These examples demonstrate a shift on the part of marketing to start to mirror the strong women represented in our culture. Marketers should consider presenting women as empowered as they are, not as damsels in distress by any stretch of the imagination. They really are women in control of their destiny -- confident and feminine at the same time. What does this mean for marketers today? They must consider the changing roles of men and women in the 21st century. While traditional male and female archetypes may still exist in the world, they are becoming less the norm. At a sociological level, we know that brands contribute to cultural development, and therefore, can infer that brands can influence and contribute to what men and women expect of themselves. This suggests that brands have the opportunity to help them figure out their new roles today and learn to live a harmonious existence in manhood and womanhood.