DR4WARD

Socially and Emotionally Connected - Cannes Lions

Day 3:

42 Entertainment (Workshop)

The first workshop I attended today was hosted by Susan Bonds and Alex Lieu of 42 Entertainment. The presenation was titled "How Game Play, Social Networking and User Generated Content are ReShaping the Playing Field." The world today is connected digitally with one another. From computers to music players, mobile phones to the world platform. The entire world has endless opportunities for Advertisers and Marketers alike to tell stories. The opportunity to tell an interactive experience that is both engaging and entertaining has gained prominence in digital era. "Distributive Narative," as Susan Bonds calls it breaks down the barriers of how audiences are intimately engaged with rich storytelling. No longer are marketing limited by traditional methods of advertising such as Print, Photo, and Audio. ARG's,or Alternative Reality Games allow users to now drive the naratives created by advertisers. This direct engagement of user-participation allows individuals to contribute and build much stronger relationships with brands. Read here for details of their award winning campaign for Year Zero. Year Zero Case Study

Cheil Worldwide (Seminar)

The second event I attended was hosted by speaker Andrew Berglund of Cheil Worldwide. The presentation was titled "A Day in the Life of a YMC (Young Marketing Consumer) in Seoul." In the 21st Century, Korea has been able to emerge as a global leader in the mobile communications era. The mobile phone, as it has also done in American life, has become a significant part of Korea life. Utlized completely through the use of branded services and products such as SHOW Video Call and SHOW Internet, the mobile phone has emerged as a significant tool for connecting to the world. Cheil has allowed users to be engaged with brands through customizable content. Both the technology and culture are connected in YMC life, allowing mobile to enrichen their experiences this day and age.Being able to provide branded services and products that enhance day-to-day experiences allows mobile to create stronger connections to the brand. Mobile is become something more, it has gone beyond a method a communications. It has enhanced everyday life to create a digital platform for these YMC's in Korea.

R/GA and Nike Present (Seminar)

The third event I attended was a seminar hosted by my favorite, Stefan Olander of Nike and Bob Greenberg of R/GA. The seminar was titled "Three Ideas" and dealt with the user connecting to the digital world in a physical world. Nike Id - Making Your Own Shoe. It is important to understand that connecting a digital experience to a physical experience is important for creating lasting relationships to the brand. The convergence of digital and physical has allowed Nike to create engagement with their loyal customers and enthusiasts. Enrichening their experience through customizable and engaging content has placed Nike as a model for strong brand relations this decade. These connections create everlasting bonds that have allowed Nike to emerge not only as a brand, but as a community for consumers to connect with brand and each other.

Until next time,

Cheers!

Irving Escobar

Digitology: The Evolution of Marketing - Cannes Lions

Day 2:

Accenture (Workshop)

My day began with the workshop hosted by Mark Inskip of Accenture titled Creating the Ultimate Web Presence with Your Brand. The world of marketing is changing dynamically. The change is driven by the creation of emerging technologies. The Accenture workshop dealt with how the Web communications of many popular brands influence their Brand equities in the 21st Century. Major brands must be able to creativitely communicate with consumers to get their message across. Inskip went on to say, "Creativity is essential, but not at the expense of usefulness." In essence, the workshop stressed that companies must take into consideration the "total user experience" by not sacrificing a consumers need of information with just a visually appealing experience.

Profero (Seminar)

The second event I attended was a seminar hosted by speakers Daryl Arnold, Wayne Arnold and Lord David Puttnam of Profero. The seminar was titled Digitology: The Revelations. The presentation started off with several questions aimed toward the audience and their use of social media content. The questions ranged from "Do you use facebook?" to "How many of you have ever heard of Twitter?." The purpose of the questions was intended to create the understanding of how the Internet has gone "mainstream." Although the term "mainstream" has carried a negative association in the last decade, Puttnam disagrees with the negative association to the Internet. As advertisers in the digital era, both Wayne and Daryl Arnold stressed the importance of connecting and understanding the audience [consumers]. We must understand that "Digital is no longer a new media, it is mass media." Profero/Lord David Puttnam

IGA (Workshop)

The second workshop I attended today was hosted by speakers Ed Bartlett and Guiseppe Bellanca of IGA. IGA, or In-Game Advertising represents a much more digitally focused approach to advertising in the 21st Century for brands. With a projected forecast market value of $950 million in 2011, IGA is the hottest media opportunity for many popular brands. The purpose of IGA is quite simple as Bartlett states, "IGA enables advertisers to target millions of engaged customers across a wide range of platforms. In-Game Advertising understands the need to create an artificial real-world experience with gamers.  3rd Party Research has found that 70% of gamers find that real brands/products make video games more realistic. Furthermore, 57% of players feel In-Game Advertising is a more relevant approach to advertising than other types of advertising. IGA is allowing advertisers to target specific demographics directly. IGA represents a fresh, new and exciting solution for advertisers seeking diverse opportunities. IGA and Battlefield 2142

Until next time,

Cheers!

Irving Escobar

MARVEL IRON MAN BOX OFFICE BLAST OFF

My wife and I had a blast at the Friday, May 2nd opening of Iron Man (starring Academy-Award nominated Robert Downey Jr. and Oscar winner Gwyneth Paltrow.) My wife, who is not a Super Hero Fan like me like me, loved the movie. I also heard from another female professional who is not a Super Hero movie fan who thought the movie was great. Although not a scientific study both of these responses point to the potential of Iron Man to attract a much broader audience beyond the comic book crowd and appeal to a larger female and older audience thanks to a tremendous performance by Robert Downey Jr. Jeff Bridges makes a great villain too and the whole supporting cast comes through with flying colors. Iron Man offers plenty of fun and exciting action for all and the sound track rocks too.

The Iron Man opening weekend box office blasted past $100 million exceeding expectations. However, the broader potential appeal with women and the non-Super Hero crowd may give Iron Man surprising staying power at the box office.

I only have one concern with Marvel after watching the film. I wanted to buy an Iron Man comic book, video, t-shirt or some other paraphernalia after the film and could not find anything. I went to every store in the mall after seeing the film and I even stopped at Target and could not find any Marvel related signagage, promotion or products. Seems like a missed opportunity for fans and Marvel.

Did you have any trouble finding Iron Man products at retail? If you found them, where were they?

I look 4Ward to your feedback.

Keep Digging For Worms!

TURNAROUND MAN TO SPEAK AT RAMA MARKETER OF THE YEAR AWARDS 2008

I am looking forward to the Rochester Business Journal and Rochester American Marketing Association (RAMA) Marketer of the Year Awards 2008 luncheon on Wednesday, May 7 from Noon - 1 PM at the Rochester Riverside Convention Center for three (3) reasons:

1. Turnaround Man a.k.a. Peter Cuneo, former CEO and current Vice Chairman of Marvel Entertainment Inc. will be giving the keynote address on “Marvel – Evolution of a Super Brand.”

I am a lifelong fan of the Marvel Universe of Super Hero characters and a marketing professor who admires how Marvel strategically uses Branded Entertainment to market their characters as celebrity brands. I look forward to hearing from Cuneo about the challenges and successes with the Marvel brand over the years.

Also, Iron Man is opening on May 2nd and The Incredible Hulk on June 13. These films are the first produced by Marvel Studios so there is a lot of upcoming news and excitement surrounding the brand.   

2. As a Board Member of RAMA I am honored to be part of a professional organization that recognizes and supports excellence in marketing and salutes Rochester area marketing heroes. I am looking forward to networking with the areas best and brightest marketers at the event.

3. As a Marketing teacher, professional, and researcher I had the privilege to be a judge and review the excellent marketing from the Marketer of the Year Finalists and look forward to seeing which of the finalists will be  the winner in the following categories:

• Turnaround/Start-up Marketer of the Year
• Non-profit Marketer of the Year
• Marketer of the Year
• Online Marketer of the Year

You can register for the Marketer of the Year event online. I look 4Ward to seeing you there!

Keep Digging For Worms!

 

 

MARVEL CHARACTERS IRON MAN / HULK = BRAND ENTERTAINMENT

Like many of you I grew up reading Marvel comics featuring the Marvel Universe of Super Hero characters.  I spent many hours imagining what it would be like to be Spider-Man,The Incredible Hulk,  The Silver Surfer, Captain America, and Iron Man or to be part of a team like the X-Men or the Fantastic Four. I am a Marvel fan and have also seen all of the television shows and movie adaptations over the years and I am happy to see the blockbuster box office success of the Marvel Comics Film Franchise. Who is your favorite Marvel Character?
 

I realize that some of the films based on Marvel characters have not been as well received as others. However, I am pleasantly reminded of the movies of one of my other favorite film franchises, James Bond 007, based on Ian Fleming's fictional spy character from his novels. James Bond films have also had varied levels of success and have survived and thrived over 40 plus years, 22 films and six lead actor changes. (The Sean Connery James Bond films from the 1960's are my favorite in the series but I  enjoy the new films with actor Daniel Craig too.) Which actor is your favorite Bond?
 

I am eagerly awaiting the release of Iron Man on May 2nd and The Incredible Hulk on June 13. Iron Man (starring Academy-Award nominated Robert Downey Jr. and Oscar winner Gwyneth Paltrow ) and “The Incredible Hulk”(starring Academy-Award nominated Edward Norton) are the first films produced by Marvel Studios. Which Marvel film are you most looking forward to?
 

How is Marvel Brand Entertainment?
As a marketer I am impressed with how Marvel has strategically marketed the characters as celebrity brands paving the way for Marvel's success. Brands want their products integrated with the characters and story in Marvel films through product placement and marketing tie-ins. The Audi R8 , part of the Iron Man product tie-ins, is driven by the Iron Man / Tony Stark character in the film and is also featured in Audi sponsored advertising referencing the film. (James Bond drove Aston Martin and BMW autos in his films.) Burger King and 7-Eleven also have product tie-ins in Iron Man and the Incredible Hulk. Why are product placement and marketing tie-ins important?