Sunday Musings w/ Shore Branding – 9-27-15

Branding and Digital Marketing

Branding and Digital Marketing

With the start of the NFL season in swing and Oktoberfest starting in Germany this weekend, it is time to dedicate a #SundayMusings to beer.  It has been a long time coming and will also be part of next weekend’s “Loyalty to Brands”.  Here are a few stories that caught my attention in recent weeks across beer brands.

#1 –  “Guinness raises a glass to Denis Leary’s Firefighters Foundation with $224K donation” via IrishCentral.com

Premise: Guinness has donated just under $224K to actor/comedian Denis Leary’s Firefighters Foundation, in support of firefighters nationwide.  The relationship between the beer brand and Leary has been going on for a couple of years now, with Guinness giving back to the community in a very noble way.  For more information you can visit GuinessGivesBack.com.  

Thoughts: The first thought for many when asked about Denis Leary may be a foul-mouthed comedian or the star of Rescue Me.  However, he does a lot of good through his foundation, the genesis of which comes from an unfortunate life event.  

Kudos to Guinness for continuing the relationship not only through its donations, but continued PR and ad support behind the cause as well.  

#2 – “Bud Light and Google Partner To Win Football Fans On The Second Screen” via prnewswire.com

Premise: Bud Light, the official beer of the NFL, is partnering with Google (and YouTube) to market its product to those using a second screen during football.  Whether you are searching for scores or fantasy football updates online, you are likely to wind up seeing some type of marketing effort from Bud Light.  

Thoughts: Bud Light is working with 28 of the 32 NFL teams, having created a unique can for each of the 28.  I actually saw a good amount of responses from Bud Light’s Twitter feed, as they replied to many NFL fans across teams with quick GIF files of that respective team’s Bud Light can.  Needless to say, Bud Light is listening and taking content marketing to another level through its online channels.

#3 – Miller Lite – Free Rides

Premise: Miller Lite is partnering with various transit systems and communities to give away free rides to promote safety and to prevent drunk driving with this site.  

Thoughts: How do you build saliency when your number one competitor has the national partnership with the most prevalent sports league in the US?  You do a little good for society.  The program has provided almost 5 million free rides to date.

I noticed this on Twitter as well, when Miller Lite was promoting the program for the Eagles and Cowboys game from Week 1 and thought it was a fantastic program that deserved more attention.

Tweet of the Week:

While there are Oktoberfest’s held all over the world, nothing compares to the one that started last Saturday in Germany.  Bucketlist …

That’s it for this week’s #SundayMusings!  What is your favorite beer and why?

 

Sunday Musings w/ Shore Branding – 9-13-15

Sunday Musings w/ Shore Branding - The Super Bowl Edition! (Photo credit: MixedNutsAndLove.deviantart.com)

Sunday Musings w/ Shore Branding 
(Photo credit: MixedNutsAndLove.deviantart.com)

The start of the NFL season is upon us and this week’s #SundayMusings dives into the the top news and stories that have caught my attention heading into the season.    

#1 –  “Teflon Tom: Why Brady’s Brand Remains Bulletproof” via AdWeek.com

Premise: A federal judge overruled the NFL’s Commissioner Roger Goodell and the league on New England Patriots’ QB Tom Brady’s suspension.  Over his 14 year career, Brady has developed a superior brand image through four Super Bowl rings and numerous endorsements.  “DeflateGate” and “SpyGate” notwithstanding, Brady’s image remains unscathed.   

Thoughts: If you have been following this DeflateGate story at all, you are probably sick of it and have been for months.  Nothing like Roger Goodell to overreach and then be brought back down to earth by the judicial system.  Tom Brady’s personal brand and image have nothing to worry about now and whenever he decides to hang up the laces.

#2 – “Jared Who?  Subway Turns Spotlight to Tennessee Titans’ Marcus Mariota” via brandchannel.com

Premise: The #2 pick in this past year’s NFL Draft, QB Marcus Mariota, is the latest athlete to cut a sponsorship and ad deal with Subway, the troubled sandwich maker.  The start of the NFL season allows Subway to bombard the NFL audience with its latest sports star, trying to deflect any and all references to ex-spokesperson, Jared Fogle, who has been in the news for all the wrong reasons in recent weeks and months.

Thoughts: With Mariota going to the Tennessee Titans – generally seen as a “small market team” in the NFL – it will be interesting to see how many deals his agent can get him signed to.  

I don’t see how this really supplants the “Jared news” however, as that unfortunate story isn’t going away anytime soon.  At the same time, Subway’s ad campaigns have been focusing on athletes for a number of years now and across sports, so this isn’t some new direction for the company.  

#3 – “JJ Watt is football’s real-life action hero” via ESPN.com

Premise: JJ Watt has quickly become a/the face of the NFL despite being a Defensive Linemen – a position not well noted for producing a lot of high-level celebrity endorsements.  While immensely talented on the field, Watt also seems to have the “it” factor off the field, and has lined up sponsorship deals with the likes of Gatorade, Reebok, and Papa John’s.   

Thoughts: There are a good number of interesting thoughts and ideas in this article from agency folk and ESPN’s own, Darren Rovell.  It is estimate that Watt already makes about $2.5-$3 million annually in sponsorship deals and that number is likely going to continue to rise.  At this growth rate, I’ll probably be sick of JJ Watt by November 1st.  However, more power to him, he needs to keep going in building his personal brand.  

#4 – “Bud Light Unveils 28 Different Team-Specific Cans for NFL Fans” via AdWeek.com

Premise: Bud Light has created unique cans for 28 of the NFL’s 32 teams – with the four exceptions (Bears, Packers, Cowboys and Vikings) being omitted because they have their own deals with MillerCoors.

Thoughts: AB continues to amp up its sports marketing efforts year after year.  What really caught my eye here is the fact that they showcase the Seattle Seahawks can at the top of the article.  If someone could send me a few of those it would be greatly appreciated …

Tweet of the Week:

Preface: I haven’t played Fantasy Football in about a decade at this point.  But DraftKings.com (and its competitors) have completely hit a home run over the past ~2 years with how they have developed and evolved fantasy sports.  Rather than having the “player” invested in a full season, they take a week by week and day by day approach to the online betting.  Not to mention, their ads are pretty awesome …

That’s it for this week’s #SundayMusings!  The NFL branding continues to take a hit every offseason with news and stories that take the eyes and ears away from the field.  Part of me enjoys seeing NFL Commissioner Roger Goodell squirm or act like a pompous fool during his PR campaigns.  In any case, try to enjoy the NFL season on the field over the next 17 weeks!

 

Sunday Musings w/ Shore Branding – 3-29-15

Sunday Musings w/ Shore Branding - St. Patrick's Day Edition (Photo credit: ILoveShelling.com)

Sunday Musings w/ Shore Branding – St. Patrick’s Day Edition
(Photo credit: ILoveShelling.com)

Today’s #SundayMusings with Shore Branding is going green … for St. Patrick’s Day branding news!  Here are the top branding and/or digital marketing stories that caught my attention over the past few weeks revolving around the luck of the Irish and St. Patrick’s Day.

#1 – “Liam Neeson Narrates This Gorgeous Tourism Ad for Ireland Timed to St. Patrick’s Day” – via AdWeek.com

Premise: A 60 second ad to help promote visiting Ireland with Liam Neeson as the voiceover.  The ad itself also carries the #GoGreen4PatricksDay.

Thoughts: What better way to start a St. Patrick’s Day #SundayMusings than a visual trip to Ireland?  Fantastic ad with iconic landmarks from around the world, plus the natural beauty of Ireland itself.

The hashtag probably could use a little work though.  Throwing in the “St” probably would have helped make it a little easier for others to remember / use the right phrase. [Read more…]