Automakers fear the digital generation is yawning at cars | Hyundai teams with Hermes for "brand image" boost | AT&T's March Madness strategy is a social slam dunk
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March 29, 2013
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Breaking News
Automakers fear the digital generation is yawning at cars
Younger consumers' traditional interest in cars is being replaced by a fascination with personal tech devices, and that "could jeopardize billions of dollars in automotive sales," Stuart Elliott writes. "The digitalization of our world ... [has] allowed a certain level of independence. That's what the automobile used to provide," says Audi marketer Loren Angelo. Audi and other automakers are placing emphasis on the high-tech features of autos to attract millennials, and Toyota is boosting its music and documentary-video program to attract Gen Y to Scion, while buying space in Teen Vogue for the first time. The New York Times (tiered subscription model) (3/28)
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Company News
Human Rights Campaign is thrilled with logo's social success
The red-and-pink Human Rights Campaign logo that exploded on social media this week in tandem with the Supreme Court's consideration of two same-sex marriage cases "took off beyond our wildest expectations," says Anastasia Khoo, the group's director of marketing. "I have to say, I guess when we decided to make this decision it was almost preordained -- in for a penny, in for a pound. ... I've been so impressed by the creativity we've seen out there, even from people like Martha Stewart," says Khoo. Adweek (3/28)
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Hyundai teams with Hermes for "brand image" boost
Hyundai is incorporating the high fashion of Hermes in not-for-sale Equus models in an attempt at "improving brand image" and putting it on equal footing with luxury rivals BMW and Mercedes. A previous partnership with Prada for a limited-edition Genesis model failed to gain traction. "The Hyundai brand does not have a prestige perception. Adding Hermes and Prada to their cars doesn't solve this basic problem," says marketing strategist Jack Trout. Reuters (3/28)
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AT&T's March Madness strategy is a social slam dunk
AT&T has crushed the opposition on Twitter during March Madness, running a flurry of Promoted Tweets and Promoted Trends tied to the tournament and winning a corresponding uptick in followers and retweets. In an unusual move, AT&T bought ads to promote the NCAA's own @MarchMadness handle, effectively promoting the NCAA's content in order to highlight its own sponsorship. "This is new territory," says AT&T digital chief Blair Klein. "It's been interesting for engagement rates and net followers. We've been really pleased." Adweek (3/28)
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Market Trends
Report: Display ads will continue strong growth
Digital display ad revenue at big firms such as Facebook and Google will maintain its double-digit growth rate through 2013, eMarketer reports, with total spending hitting $17.7 billion, up $2.7 billion from 2012. Strong growth is expected to continue in coming years, with total spending likely to hit $23.87 billion in 2015. eMarketer (3/29)
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Interactive
Caribou Coffee, Project 7 will plant trees for Facebook "likes"
Caribou Coffee and Project 7 are celebrating April as "Earth Month," vowing to plant a fruit tree in Central or South America for every new Caribou Facebook "like" or "Save the Earth" branded product sold at stores. The coffeehouse will also offer free cups of coffee to those visiting the store with a reusable mug in hand on Earth Day, April 22. MediaPost Communications/Marketing Daily (3/27)
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Kia hosts a virtual dunk contest with NBA's Blake Griffin
NBA player Blake Griffin extends his comedy run for Kia with the "Take on Blake Dunk Challenge" 3D Facebook game and sweepstakes. The microsite hosting the game "dangles NBA prizes including trips to the NBA Finals or NBA Draft presented by State Farm, and a grand prize: a trip for two to LA for a personal meet-and-greet with Griffin," writes Karl Greenberg. MediaPost Communications/Marketing Daily (3/28)
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Multicultural Marketing
Fossil intros Swiss collection via Esquire in 4 locations
Fossil is running an eight-page insert for a new Swiss collection of watches in Esquire editions in the U.S., U.K., China and Hong Kong. "With the Internet age, the idea that you can break in one market -- it's over," says Fossil Executive Vice President Tom Kennedy. Advertising Age (tiered subscription model) (3/28)
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AAF Spotlight
ADMERICA! 2013 featuring keynote speaker Pete Cashmore, founder & CEO of Mashable
This year ADMERICA! will explore innovations made in the fields of advertising, marketing and communications through the use of social media, creative, digital, new business, blogging and mobile advertising. Join us for four days of fun in the sun and compelling presentations from industry thought leaders such as Pete Cashmore (founder & CEO, Mashable), David Shing (digital prophet, AOL), Susan Credle (chief creative officer, Leo Burnett North America), as well as speakers from BuzzFeed, Adobe, Google, MediaCom USA, Allstate and more!

Registration is now open. Visit AdmericaAAF.org for details!

June 5 to 8 at the Arizona Biltmore Hotel & Spa in sunny Phoenix.
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64th Advertising Hall of Fame
The 64th Advertising Hall of Fame Induction Ceremonies & Gala Dinner will be held the evening of Monday, April 29, in the Grand Ballroom of New York's historic Waldorf-Astoria hotel.

This year's "magnificent seven" who will be inducted into the Hall of Fame are:

Rance Crain, president of Crain Communications and editor-in-chief at Advertising Age
Bob Giraldi, film director; president of Giraldi Media
Philip H. Knight, co-founder and chairman of Nike
Shelly Lazarus, chairman emeritus at Ogilvy & Mather
Byron E. Lewis Sr., founder and chairman emeritus at UniWorld Group
Gerry Rubin, co-founder of RPA
Bob Scarpelli, former chairman and chief creative officer at DDB Worldwide
Corporate Honoree: McDonald's Corporation.

View sponsorship opportunities and purchase tickets.
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Government Update
Centers for Disease Control readies new anti-smoking campaign
New anti-smoking advertisements from the U.S. government fall short of the intense package graphics that were recently turned back by a court challenge, but they still use "explicit images and messages to persuade Americans to quit," write Betsy McKay and Mike Esterl. The $48 million "Tips from Former Smokers" campaign is funded by the Affordable Care Act and will be run through the Centers for Disease Control. The CDC says the federal government's first paid campaign last year yielded impressive results, spurring more than 200,000 additional calls to a quit line. The Wall Street Journal (3/28)
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SmartQuote
I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes."
-- Philip Dusenberry, member, Advertising Hall of Fame
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