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  • Super Bowl 50 Brand Contests and Digital Activations

    Acura’s Digital Activation

    Acura’s refer-a-friend program lets fans and a friend enjoy a Precision Crafted Performance experience. Through Twitter Conversational Video, fans can share a pre-populated tweet featuring the 30-second commercial, which when shared using #DriveAcuraNSXContest and tagging a friend, will enter them into a sweepstakes for a VIP NSX driving experience. The sweepstakes will also be accessible via the Acura Twitter and Facebook pages.

    The digital experience links to a countdown clock beginning Jan. 29 that leads to the Feb. 25 launch of the Acura NSX online vehicle configurator. The NSX configurator will enable potential customers and fans alike to design and build their dream NSX. This spring, Acura will launch its next-generation, electrified NSX supercar as a new and pinnacle expression of Acura Precision Crafted Performance.

    Verizon’s Digital Activation

    “Super Bowl is the pinnacle of sporting events and this Super Bowl 50 celebration makes the build up to the game even bigger, so we’re making sure that Verizon’s activation programs and platforms provide our customers with unprecedented access and experiences – far better than any other network can provide,” said John Nitti, Chief Media Officer at Verizon. “With our Better Matters approach and promise, we constantly raise our own bar to make being a part of our network reliable, fun, seamless and just plain better.”

    Verizon has much in store for fans, both on the ground and coast to coast, from once in a lifetime experiences with NFL players, and tickets to the game at the Stadium, ensuring unprecedented coverage, speed and reliability for Verizon customers.

    https://www.instagram.com/p/BBFkL15jUaC/?taken-by=verizon

    #Minute50 Rewards


    Verizon’s #Minute50 campaign will reward Verizon customers every hour on minute 50 starting January 24 through February 7. The campaign will run both nationally and locally in San Francisco with a variety of prizing, including Super Bowl 50 tickets, NFL Merchandise, free data, TVs and even tickets to Super Bowl LI – a total of 336 rewards.  Prizes awarded in San Francisco will include exclusive experiences with NFL players on site as well as access to exclusive NFL events. Local winners will receive a text to claim their prize at the Verizon Access Zone in Super Bowl City presented by Verizon. To enter, Verizon customers can simply text “Minute50” to 502016 or if in San Francisco, text SFMinute50 to 502016 starting January 30.

    Bringing Fans the Game Live


    Super Bowl 50 will be streamed live through NFL Mobile from Verizon, available for all Verizon users at no additional charge on Windows, Apple and Android smartphones.  NFL Mobile will also offer up-to-the-minute scores, stats, highlights and Super Bowl commercials. Verizon will also bring the game to life in go90 by live streaming the game through NFL Mobile on go90 for Verizon Wireless customers.

    https://www.instagram.com/p/BBFkL15jUaC/?taken-by=verizon

    Super Bowl 50 Advertising Tracker

  • Airbnb Personalizes Refer-A-Friend Program

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    Airbnb’s Refer-A-Friend program is a seamless reward program that goes on to reward the referrer and the friend with an easy to navigate experience. What makes the refer-a-friend program unique is the ease of use and the ability to see your credits at a glance. The program that is personalized and rewards both the referrer and the friend, is easy to share across social networks. The marketing for the program is done with emails and in-app messaging, sent directly to the users.

    Netflix

    In the spirit of delivering one of a kind travel experiences, Airbnb has launched a concept, “Netflix and Chill” that lets customers unwind in a unique way. As reported by The Forbes, Tom Galle and his crew at internet-art company ART404, the “Netflix & Chill Room” in New York City combines a digital projector, a well-stocked minibar, and a heavily Netflix-themed bed for an immersive evening for two.

    Airbnb’s  Apple Watch app is yet another way the hospitality brand aims to create a seamless experience for travelers. The Apple Watch app features Airbnb messaging, which is frequently used between hosts and guests before, during, or after a stay, and provides another reliable, efficient way to offer hospitality throughout a trip. Working in tandem with Airbnb’s current integration in Passbook for Apple Watch, hosts and travelers can use the Airbnb app to interact with one another without interruption. “Airbnb is about more than just a place to lay your head, it is about providing a great experience during your whole trip, and the Apple Watch is the perfect way for Airbnb to stay with you wherever you are,” said Alex Schleifer, Head of Design, Airbnb. “Our hosts want to deliver personal hospitality to every guest, and messaging through Airbnb for Apple Watch app is one of the first and fastest ways they can create a long-lasting connection.”

    If Style is your play, Airbnb has got you covered.

  • Hyundai Unfolds Super Bowl Spots With Teaser Ads

    Hyundai Hyundai as an official sponsor of the NFL has gone with some of the names to reckon with to direct their Super Bowl ads. Hyundai’s campaign strategy that centers around storytelling approach , has launched teasers that build on the story that is likely to unfold in the next few days.

    Hyundai ads will feature, the Genesis luxury sedan and the all-new 2017 Elantra. The Elantra will get two separate ads while the Genesis only one spot, though the total number of ads is four.

    “We collaborated with these world-class directors to create what we think will be incredibly engaging and memorable ads,” said Hyundai’s chief marketing officer Dean Evans. “As we are finishing up shooting the spots, seeing their talent and skill in storytelling was inspirational to our entire team. We can’t wait to see the finished products.”

    Hyundai Has released a series of trailers, building up to the Super Bowl spot. The campaign for Elantra is title the Chase and for Genesis is titled the date.

     

     

  • Four Ways For Brands To Persuade With Humor In Advertising

    Humor in advertising is seen to work for Brand Impact, according to a Millward Brown report based on 132,000 brand research case studies, globally. In North America as high as  69 percent of campaigns that are high on impact, make use of Humor as compared to 44 percent of campaigns in the low impact quintile, making for a 25 percentage points difference that shows humor in campaigns leads to more impactful campaigns. For persuasive online and digital advertising, Millward Brown recommends that New, Relevant, Credible and Different creative are likely to work better. At the same time Millward Brown found that though Humorous campaigns create impact, they are seen to be slightly less persuasive globally. Humor in campaigns is however seen to increase involvement making the ad more memorable.

    “We observe a strong relationship between humor and impact because humor can drive involvement, which drives memorability.”

    MBpersuasion

    MBHImpact

    However, research also points towards an optimal approach to humor may be based on target groups rather than categories. Humorous advertising may score high on impact as the audience becomes more involved, however, it has not been found to be persuasive.

    Humorpers

    Here are Four Ways Brands Can Build Humor in Brand Campaigns. Advertising that is seen as persuasive is new, relevant, credible and different. Using humor in brand content and creative for the campaigns can build on persuasiveness while bringing about greater impact.

    Humor For Building Hype

    Verizon Sweepstakes that gives users a chance to enter a draw with prizes every 50 minutes has advertised the offers with a tongue twister that has a  satirical take on the cheer leading drill. The tone and the visual messaging though light-hearted add to the overall campaign idea of getting your game day act ready with a better network. A microsite  gives contest details and prizes that can be won by the hour. While rewarding the winners, Verizon has made use of Social networks to announce the winners with the same light-hearted creative treatment.

    Announcement

    Verizon is giving away a four-day and three-night trip for two to San Francisco including air transportation, hotel stay, two tickets to Super Bowl 50, and a USD 2800 check. The prize is valued at USD 12,800. According to Phone Arena, Verizon is giving away USD 568,400 worth of prizes in the Minute50  contest which runs until Midnight EST on February 4th. The contest is easy to participate in with contestants that can enter with a textmessage of Minute50 or enter online from the contest site.

    VW50

    https://twitter.com/verizon/status/692117314959994881

    https://twitter.com/verizon/status/692404206066634752

    Takeaway

    Optimize your Messaging with Creative elements that are likely to make your messaging different and at the same time credible, making audiences aware of the real benefits. Humor in Tweets is more likely to be shared as seen from Twitter’s research.

    Millennialshumor

    Humor For Context Building

    Amazon Echo has been advertised as an effective soundboard by the duo Alec Baldwin and Dan Marino to plan the Super Bowl Snacks stadium complete with Cheer leaders in an online advert that taps into the lighter side of Super Bowl Game Day event.

    Takeaway

    Infuse humor that helps you build context for better memorability. By using references to elements that symbolize the context Brands can come across as more persuasive.

     

    Humor For Personification

    Old Spice in the newest campaign Smell Legendary announcing the launch of new Hardest Working collection has used online video creative where humor is effectively infused humor to bring out the product attributes such as “Odor Blocker that delivers legendary protection for legendary man”. Bob Giovanni builds on the brand story that inspires men to smell legendary by showing situations that are exaggerated to invoke a light-hearted emotional connect.

    Takeaway

    With as high as 65 percent of the audience, preferring videos for product research, using humor for highlighting product attributes can make your campaign more persuasive and memorable at the same time.

     

    Humor For Empathy

    Axe Find Your Magic campaign targeted at the younger audience uses exaggerated situations to empathize with the target audience, by creating a series of situations that the users may find their magic.

    Takeaway

    The messaging for the campaign strikes a chord even though the situations are exaggerated.

     

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