Happy holidays everyone! Welcome to a festive Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing from the past week! This week’s stories have a Christmas theme to them.
#1 – “Why Pepsi Should Get Mean At Christmas And Brand The Grinch” – via PrintSome.com
Premise: Coca-Cola has put a stranglehold around Christmas marketing and the use of Santa Claus and this write-up suggests that Pepsi leverage the Grinch in an effort to create their own branding benefits around the holiday. Pepsi should take the “bad boy role” and run with it during the holidays.
Thoughts: This is not a bad idea at all for Pepsi to consider. As the author points out, society tends to love the bad boy role these days. With the right amount of resources behind it, a tie-in with the Grinch should certainly build some buzz around the holidays and the branding could be a hit. Who doesn’t love this guy …?
#2 – “Spreading Christmas Cheer: A Festive Lesson In Humility” – via Interbrand.com
Premise: WestJet, a Canadian airline, created an online marketing campaign (“Christmas Miracle: real-time giving”) that has gone viral on YouTube this year with over 32 million views. After 700K views with a similar program in 2012, the campaign has completely taken off this year. The campaign is based on illustrating the corporate culture that WestJet is trying to exude.
Thoughts: This was absolutely brilliant! Take a look at the YouTube clip from WestJet in the article or on YouTube itself. If you want a lesson on creating brand ambassadors / loyalists, try to mimic these efforts in a relevant capacity for your brand/business.
#3 – “Reddit User Gets A Special Secret Santa: Bill Gates” via DigitalTrends.com
Premise: Since 2009, Reddit has run a Secret Santa among its users and one user was in for the surprise of a lifetime this year when they received a donation from “Bill”. That “Bill” turned out to be none other than Bill Gates.
Thoughts: A little extra buzz for Reddit thanks to the generosity and willingness of Bill Gates. Redditgifts runs the Secret Santa program and as of this week, looked to be at 121% of their goal on participants. Have you participated in this program? If so, what did you think? I had not heard of this until now and will keep an eye on it for next year.
#4 – “Mobile shopping searches peak on Christmas Eve” – via NYPost.com
Premise: Data shows that mobile searching peaked on Christmas Eve this year, not Black Friday. The study showed that searching on Christmas Eve was commerce-related, with electronics being the leading category, followed by apparel. Bloomingdale’s and Macy’s mobile sites both offered significant discounts for in-store and online merchandise. A separate measurement was conducted by eMarketer and they found that mobile spending doubled this year to almost $10 billion!
Thoughts: I’m not sure what else can be said about the continued growth of mobile around the world. Doubling from 2012 to 2013 is probably one of the better metrics though to suggest mobile’s growth, no? Kudos to Bloomingdale’s and Macy’s for being part of “the next big thing” … that is already here.
#5 – “Agency’s Christmas Present to Friends and Fans: Custom Slogan In Two Hours or Less” – via AdWeek.com
Premise: McCann Helsinki – an ad agency – offered free slogans to anyone that put in the request within a two hour window around the holidays with their “Lean Mean Slogan Machine”. The idea: visit their web site, provide your business name, and voila, you would have a new slogan within two hours.
As you will see in the article, this was somewhat tongue-in-cheek. AdWeek had the opportunity to interview one of the creative directors at McCann for this write-up.
Thoughts: This was a great program from McCann to build a little buzz about the agency and to have a little fun around the holidays. Visiting the “Slogan Machine” site, they say that over 600 companies submitted their name and received new slogans to consider.
Tweet of the Week:
— Pinterest (@Pinterest) December 25, 2013
Continuing with the holiday spirit, take a look at this Pinterest board, full of foursquare check-ins from around the world and pictures of Christmas time at each.
Hope you enjoyed this week’s headlines and have a great holiday season! Happy New Year! Wishing all of you a successful, prosperous 2014!