Brand Dots

Archive for the ‘entertainment’ Category

The obsession some people have with Facebook games amazes me. Some of my closest friends and family, work around the clock harvesting crops, shooting mafia villains and cooking up some really wacky dishes on Zynga video games.  (Mom, I’ll spare your name to save you from embarrassment.)  In case you’re wondering what Zynga is, it’s the video game company that operates games such as FarmVille, Café World, Mafia Wars and Fishville, all of which happen to be in the top ten most popular Facebook video games.

This week Gamasutra.com announced, after a very public dispute over gaming commissions, Facebook and Zynga struck a new five-year strategic partnership. Details about the agreement and how fees will be structured have not been released, but one thing was made clear; Zynga was not willing to accept the 30 percent cut of revenues that Facebook was originally demanding. And, to be honest, I can’t blame them. Even if the cut of revenues is much smaller, Facebook will end up being much better off having Zynga games on their website than not.

Here are some reasons why both parties are winners in this agreement:

• Revenue: Zynga makes money by giving players the option to buy virtual currency. Facebook provides the perfect platform for reaching the masses because it is the most popular social network on the planet. Where else can Zynga go to connect with so many potential customers? This can be mutually beneficial because the companies will share a percentage of the profits.
• Advertising: Zynga has more than 239 million active users on Facebook. These gamers check Facebook more frequently because most games are set up on a timer. This drives massive amounts of online traffic to the social network on a more frequent basis, which leads to more clicks on links throughout the site.  Consequently, this generates more advertising revenue for Facebook.
• Connecting with new markets: According to CNN, social games tend to appeal to women and other non-traditional gamers. This creates a huge opportunity for the video game market and Facebook advertisers. Marketers can reach a new segment of the market through these virtual games.

Only time will tell exactly how Facebook and Zynga will take advantage of these new opportunities. But one thing is for sure – whether you’re a lover or a hater, Zynga games are here to stay – at least the next five years – which means you can keep harvesting your pumpkins and shooting your neighbors.  Congratulations!

Months ago I was pleasantly surprised to discover Tim Burton, the notoriously strange mind behind films like “Beetlejuice” and “Charlie and the Chocolate Factory,” would be partnering with Walt Disney Studios to recreate the movie “Alice in Wonderland.”  To be honest, I was a little shocked to find out Burton would be partnering with the Disney brand.  But this match could be exactly what the doctor ordered if Disney plans to win credibility with a different market segment.

I found out about the movie’s release like most, by stumbling across sublime images of the movie’s characters on social media outlets and blogs.  As  the new “Alice’s” debut has moved closer, Disney has taken every opportunity to promote the new movie by releasing countless commercials, billboards, music videos, viral marketing campaigns, interviews – and the list goes on.  A number of other companies have decided to jump on the “Alice in Wonderland” bandwagon, which isn’t a bad idea, considering the massive amount of exposure the movie is getting.

Here are a few Wonderland inspired product lines that seem to be great choices for the movie’s existing target market – teen girls and young women who are into dark romance or those who are already fans of the uncanny world portrayed in Lewis Carroll’s books, Disney’s original 1951 animated feature, among other popular versions of the story.

• OPI Nail Polish announced a new line of “Alice in Wonderland” nail color, with the tagline “Color so fantastic, you’ll think you’re dreaming.”
• Urban Decay, which is sold at Sephora, has developed a “Book of Shadows,” showcasing a 16 eye shadows with names such as “White Rabbit, Jabberwocky and Oraculum” in a Wonderland inspired box.
• Hot Topic is selling all kinds of trendy “Alice” inspired gear.  From jewelry, to jackets, to Mad Hatter totes, they are fully committed to the newest Disney movie.

According to the Wall Street Journal article, “Disney Invites ‘Goths’ to the Party,” Disney doesn’t expect “Alice’s” merchandise sales to measure up to the $8 Billion “Toy Story” empire.  But connecting with a new segment of the market could be exactly what Disney had in mind when they hired Burton to work on their latest film.  By hiring an edgier director, they can focus on tapping into a market that isn’t traditionally targeted by Disney’s infamously juvenile and innocent brand.

I love music.  If I had my way, I’d listen to it 24-7.  Fortunately, I have the opportunity to surround myself with extremely talented musicians.  I go to concerts, shows and open-mic nights on a fairly regular basis.  The talent I see blows me away.  It’s a shame that the world is full of so many talented people and so few make it in the industry.  But there’s noting like a little controversy to get the attention of the public.

Take Lady Gaga for instance.  At 23 years old, she’s sold 15.3 million digital tracks, generated four number 1 songs from her debut album and is nominated for five Grammy awards.  Yes, she’s talented.  But how did she make it when there are so many other talented musicians that can’t seem to get a break?

It’s all about brand positioning and marketing.  Here are a few things that have propelled Gaga into super-stardom:

• Brand Positioning: Gaga holds a unique position in the mind of consumers in relation to competing artists.  When competition, like Taylor Swift and Beyonce, are appealing to audiences with an innocent, girl-next-door image, the only way to get ahead is by posing as the complete opposite.

• Timing: History repeats itself.  Lady Gaga isn’t the first artist to become famous by stunning her audience. Queen, George Michael and Madonna are just a few artists that have pushed the limits by not conforming to sexual and fashion boundaries.   But it’s tough to have more than one popular misfit in the industry at time so Gaga’s timed it right by entering the industry when other artists are mellower.

• Style: Her style has been described as risqué, wild, cutting edge, and cross-dressing.  Some refer to her as the Marilyn Manson of pop!  Whatever you want to call her style, it’s one of a kind.  She’s hired outlandish designers to fill her wardrobe and she’s not afraid to cover herself in blood to get attention.

• 360-Deal: According to the Wall Street Journal article, The Lessons of Lady Gaga, Universal Music Group’s deal with Gaga is the reason for her success.   Labels are slashing their artist rosters to invest more money in their high-ticket artists.  They invest tons of money up-front for marketing, in exchange for touring revenues, merchandise sales, and even celebrity endorsement deals.  Troy Carter, Gaga’s manger, credits the 360-deal for her success, stating, “Would she be in the position to play in front of 20,000 people a night if the record company had not put up the marketing dollars?“

• Embracing Digital Distribution: Consumers can download and share music for free, without having to pay for songs.  Many musicians condemn digital distribution because they think it’s ruined their chance at getting revenue from their music. Lady Gaga has done the opposite, making her music available to anyone who wants it.  The accessibility of her music has made more people want to attend her shows, purchase her merchandise and it increased her brand loyalty.

• Talent: She wouldn’t be where she is today without talent.  She writes her own music and her tunes alone have a style of their own.

• Initiative: She’s a workaholic.  She is 100% devoted to her music, speaking engagements, concerts, fans and the team of people that supports her.  She shows the drive and determination that it takes to make it in the industry!

Lady Gaga’s got all of these things going for her, however, her long-term success will hinge on evolution.  She may be on top of the world now but her image wont keep up the momentum for long.  Like all life-long musicians, she will have to reposition her brand to achieve long-term success.

Good luck, Gaga!  Can’t wait to see what you morph into next!

Last week, Eagle’s tight end Brent Celek made headlines when he struck a Captain Morgan pose after getting a touchdown.  This was a bold move for the football player.  He made guerilla-marketing history by putting a well-known brand smack dab in the middle of a football game that was televised internationally.  This generated huge publicity for the brand.  All this commotion got me thinking.  What does this mean for the future of sports marketing?

The NFL quickly squashed the campaign; fearing more brands and players would pull such stunts, potentially ruining the game.  The NFL threatened each “poser” with a $10, 000 to $100,000 penalty, depending on the game.  Supposedly, players are restricted from “wearing, displaying, promoting or otherwise conveying their support of a commercially identified product during a game while they’re on the field.”

Captain Morgan, himself, spoke up to defend the stunt:

“Captain Morgan here, as you know I believe in celebrating legendary times with my fans and my friends and always doing so in a socially responsible manner. I am a man of action, a man of the moment, and I always make fun a priority. And when it comes to football what is more fun than a touchdown? I believe in drinking responsibly, marketing responsibly and helping charities too, but understand my friends at the NFL’s perspective. I will continue in my quest for legendary times and ask my fans to do the same.”

Sounds like my kind of captain!

I’ll be honest. Radiohead is one of my all-time favorite bands.  I found a keen fascination with the band years ago, when they released the album “Pablo Honey.”  And I have been a huge fan and admirer ever since.  I’ve bought every album and listened to them religiously over the years, and now I can add one more reason to love them to my list.  They are marketing masterminds!

Last year I was blown away by the huge success of their “In Rainbows” album.  With industry album sales in decline, largely because of the expansion of digital distribution and piracy, Radiohead decided they would try something new.  They marketed their “In Rainbows” album in a fresh and controversial way.  Fans could download the album from their website and name their price.  The “pay what you want” price strategy, intrigued consumers and in one year, the band sold more than three million copies.  The buzz helped move them and keep them at the top of the charts.

According to the NY Times, Radiohead didn’t stop there.  They have more contentious and cutting edge marketing tricks up their sleeves.

Here are a few marketing concepts that Radiohead has mastered:

• Create buzz-worthy material: They continue to release great music that speaks to people of all ages and social classes.  It gets people talking and makes them want to share it with everyone.
• Viral vitality: They’ve embraced technology.  Internet videos, blogs, digital downloading, and forums are all part of Radiohead’s marketing vocabulary.   They start rumors about new releases and encourage consumer connectivity.
• Fan interaction: They ask fans to participate in their success.  They hold contests, ask fans to create their music videos, and get consumers involved.
• If you can’t beat digital distribution, join ‘em: Recently, Thom Yorke, the band’s lead singer, announced that the band has plans to start releasing singles as opposed to albums.  This strategy goes against the music industry’s traditional distribution strategy.  This is generating more buzz about the band…maybe the industry could learn a thing or two from the group.

No doubt, Radiohead has found a way to stand the test of time through great musicality and notable marketing practices.  Here is the winning video from one of Radiohead’s recent contests.  Rock on, Radiohead.  Rock on!