The Marketing Week
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
CAMPAIGN OF THE WEEK
A quirk designed to coral maximum PR? You bet, but Pepsi’s interactive vending machine and YouTube campaign is a great way to crash the Word Cup party. The #FutbolNow drinks dispenser uses motion-sensor technology to track the flicks and tricks (see above) of fans hoping for a free Pepsi. Players must keep a virtual ball in the air for 30-seconds as they progress through a series of skill challenges. As a non-sponsor and main rival to official partner Coca-Cola, Pepsi has to keep innovating to take advantage of the opportunities the Word Cup brings. With this, it’s on its way.
GOOD WEEK FOR… ITV
Spend on TV advertising has been growing in line with the confidence levels of increasingly bullish brands and is set for a further fillip when the four-yearly football festival that is the World Cup rolls round again next month. As the UK’s biggest commercial broadcaster, ITV is set to benefit.
This week the company predicted it would post a 12 to 13 per cent jump in revenue in the second quarter – which will take in the Brazil tournament – with advertisers reportedly set to play £300,000 for a 30-second spot during England’s World Cup games. In April, net advertising revenue was up 19 per cent.
BAD WEEK FOR… Lynx
The week started with CND general secretary Kate Hudson slamming the Unilever deodorant brand’s use of its iconic peace logo in branding for its Peace variant, a sentiment echoed by “thousands” on social media, CND claims.
In response, Unilever made an undisclosed donation to CND but said it would continue to use the symbol. Lynx’s use of the logo to promote its Peace One Day initiative is worthwhile but to be attacked by CND and appear to have been forced into a donation isn’t the finest PR outcome.
US telecoms firm Sprint got lucky this week when music producer Pharrell Williams performed at its Sound Sessions in New York. The concert launched the company’s HTC M8 phone with each member treated to a free device. The devices were the sole source of audio for the NERD founder’s performance and were also synched to change colour to the tunes players. Fans were treated to a medley of classics from his back catalogue including Snoop Dogg’s “Beautiful” and Robin Thicke’s “Blurred Lines”.
ONE TO WATCH
Coca-Cola is expanding its branded products lineup, which is said to generate more than $1bn (£594m) annually, with the launch of a nail polish range by manufacturer OPI. The “Coca-Cola x OPI” lineup features nine new colours inspired by the drinks including shades such as Today I accomplished Zero’, ‘Sorry I’m fizzy today’ and ‘Get Cherried Away’. The products launch in June.
TWEETS OF THE WEEK
@CharlieAllen66 – head of marketing at Arsenal FC on Taylor Coffee’s psychedelic TV ad creative
Er….@taylorcoffee what was that TVC – a caffeine trip after drinking it?
@NigelPClarkson – Weve commercial director on InMobi’s Ian Dowd’s appearance on stage at IAB Mobile Engage
Good point Ian Dowds – Mobile being constantly challenged to answer questions that other media can’t do or never have #mobileengage @weveuk
@BruceDaisley – Managing director Twitter UK on marketing companies’ exhibition stands being decidedly web 1.0
Most exhibition stands in conferences are designed for those people who used to fall for the Punch The Monkey banner. #mobileengage
@IanDouglas – Daily Telegraph journalist on a musical Hoseasons Holidays advert
Just heard a Hoseasons Holidays advert with the Wonder Stuff in the background. Now I don’t know what’s real and what isn’t.
@eonenergyuk on Ofgem’s ruling that E.ON has mis-sold to customers over a multi-year period
We’re really sorry we got things wrong. If you think you’re affected, call 0800 0568497 or fill out our online form: ow.ly/wUVtf
DATES FOR YOUR DIARY
19 May Will the new, softer Ryanair have delivered an improved performance? The low-cost carrier posts annual results.
20 May Marks and Spencer will unveil its annual results. Analysts will be looking to see the impact of its ‘Leading Ladies’ fashion campaign and website overhaul.