Tag Archives: endorsement

Ford’s hands-on American Idol product placements

By March 18 2010, 10:50 am Leave a comment

Some would argue that music-based talent contests are nothing more than a production line for pop stars. We’ll they’d be wrong – they also make cars too.  


American Idol is one of the prime resources for embedded brands in the US TV market, ranking amongst the most coveted and active product placement media channels available. At a time when marketers are culling ad spend the role of embedded media is upping its presence. One such brand pushing its AI integrations hard is Ford, which has announced that the top 12 contestants will now feature in a segment which will see them designing and customising 2011 Ford Fiestas. Yes, you heard right, Casey James (vehicle design pictured above) and other finalists will be part of the Ford production line. “This year, the Idols will get a closer experience with our vehicles as they interact with our designers and customize a Fiesta design that reflects their own personality,” said Connie Fontaine, manager, Ford Brand Content and Alliances.

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The Lady is Gaga for brands

By March 12 2010, 10:23 am 5 Comments

Lady Gaga’s much-hyped nine minute long video collaboration with Beyonce has finally made its debut on VEVO. The video – which depicts Gaga being bailed from jail by Beyonce to go on a road trip which eventually leads to the duo poisoning all the patrons  (and a dog) at an all American diner – is naturally befitting the grandiose nature of all things Gaga.

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The BRIT Awards brand endorsement showcase

By February 16 2010, 12:49 pm 1 Comment

The Annual BRIT Awards take place tonight marking one of the key moments in the UK’s music calendar. Perhaps even more so this year as the event celebrates its 30th broadcast.  Music sales will undoubtedly rise post event – albeit temporally – as the cream of the UK’s popular music scene take to the stage. However, aside from the compelling performances (and the media gripes about who has and hasn’t been nominated) there is another undercurrent of interest that barely gets a mention. In many ways the event is a showcase of musical acts that brands, seeking to impact the popular youth market, should be honing in on – if they haven’t already.

With labels and artists eager to supplement their declining recording revenue with lucrative brand alignments the stage is set to highlight some of the UK’s biggest players in this space tonight. If you are shopping for a mass-market appeal act then the BRIT Awards is offering you a one-stop shopping channel for the few hours it broadcasts.  A quick scan of the acts performing tonight highlights their ongoing brand appeal, with the majority of artists present involved in brand alignments running concurrently with the event: Cheryl Cole (L’Oreal), Kasabian (Umbro), JLS (Nokia), Lily Allen (Xbox), Dizzie Rascal (Nike), and Florence and the Machine (a saturation of syncs across UK TV).

Pixie Lott, one of the BRITs’ most nominated acts – who performed at the launch event – has spent the last year racking up a string of endorsement deals (Nokia, Casio, Guitar Hero, River Island, EA, Orange, O2, and MySpace – to name just a few). Even Lady Gaga – one of the international acts taking to the BRITS stage – is open for branded business, having recently signed up to a creative partnership with Polaroid.

Although not on a par with the Grammys or the Super Bowl, it will be worth watching the ad breaks to see just which brands are utilising music around the event. Last year Coca-Cola chose to break its Duffy cycling commercial during the BRITs, and ITV itself decided to run a competition pitching ad agencies against each other for some of the lucrative commercial partnership slots.

Of course the biggest brand of the evening is MasterCard who recently
decided to extend the UK’s longest running music sponsorship for a further
three years. Bearing in mind the MasterCard sponsorship I’d be highly surprised if Barclaycard didn’t roll out the roller-coaster version of its water slide commercial during one of the breaks.  Finance entities aside, one of the brands definitely taking a slot is O2. The mobile brand intends to push its Top-up Surprises programme, offering every one of their users a ‘gold’ surprise – the likes of which could include becoming a popstar for the day with Rihanna.

A full 30 year’s on and the BRIT Awards now operate in a music ecosystem where sales are fleeting and brand alignments offer artists a whole new gamut of opportunity. (Not to mention the opportunities for the event itself which even has its own official watch sponsor.)   However, from the brand side – as with normal TV shopping channels – it’s probably best not to go for an impulse buy tonight. That’s not to say that the acts on show don’t all have their place amid the right campaign. However, entering into an unconsidered alignment, without proper research behind the brand fit, means there is a real chance the endorsement you thought was solid gold could turn out to be an expensive Diamonique stone around your brand’s neck.

For more on ensuring music endorsements work for your brand see our previous article. 

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Music awards see 150% endorsement ad rise

By February 5 2010, 3:48 pm 2 Comments

 The 52nd Grammy Awards netted an average of 25.8M viewers, representing a rise of 32% over the same event in 2009, making it the most watched Grammy’s since 2004. A large part of this can be attributed to the calibre of artists performing and a renewed social media push for the annual awards show pre event. However, some of the best music wasn’t actually taking place on stage at all.  

Artists such as the Black Eyed Peas, Pearl Jam, Nick Jonas, Shiny Toy Guns and Eric Clapton all made appearances across ads from Mastercard, Lincoln, T-Mobile and Target during the broadcast. In fact a GreenLight Ad Gauge of the event highlights how 15% of the Grammy ad breaks saw brands utilising celebrity endorsements, up a massive 150% on the previous year. Around 22% of these advertisements made use of licensed music (around the same as in 2009), with only 3% of brands using jingles (McDonald’s and Outback Steakhouse, to name two). “Last year, we saw brands cut costs by focusing mostly on the licensing of pop music to maintain some celebrity presence in their ads,” said David Reeder, Vice President, GreenLight. “This year, we’re seeing brands again use music to connect with consumers, but they’re also signing music acts and other stars to maximize the reach and impact of their message”.

Interestingly it was commercials from the auto industry that made the biggest use of endorsements, with 26% making use of celebrities and/or music. One such brand, which looked to make a sizeable impact with music during the Grammys, was Ford. The auto brand is a regular partner with music in the US, having sponsored American Idol for a number of years (with campaigns such as the Ford Music Video Sweepstakes). Ford’s Lincoln car brand used its advertising slots during the Awards to showcase a series of commercials – for the Lincoln MKZ, MKT and MKS – featuring US band Shiny Toy Guns performing their version of the 1983 Peter Schilling track ‘Major Tom (Coming Home)’. Visitors to a dedicated website could also see exclusive live concert footage of both Shiny Toy Guns and Australian singer Sia (who also sound-tracks one of the new Lincoln ads). In addition to the current ad campaign, those frequenting the site are also being encouraged to participate in a crowd-sourced campaign which will see them voting for one of four emerging bands to perform a song to accompany the next Lincoln ad. There is also a sweepstakes to win one of the vehicles and a chance to see Shiny Toy Guns in concert.

So is it working? Is the car brand’s use of music having the desired effect? The Ad Gauge report suggested the brand arrived  “a day late and a dollar short to the American Idol phenomenon” – an odd choice of word’s given Ford’s commitment to the long-running talent contest. The truth here is that Ford’s ongoing bid to utilise younger consumer touch-points is apparently impacting sales. From 2005 to 2009 Lincoln’s share of the luxury segment rose by a sizeable 30%. During this time their ads have feature music by Daft Punk and Cat Power (who cover Bowie’s ‘Space Oddity’ in 2008). If that isn’t enough Ford itself has also just announced a 25% jump in sales in January 2010 over 2009.

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About face: beyond endorsements

By November 19 2009, 2:48 pm Leave a comment

A couple of interesting research studies into celebrity endorsements
have surfaced of late, prompting us to look again at the role of
endorsements in music.  A new Adweek Media/Harris Poll,
investigating the persuasiveness of celebrity endorsements, offered an
insight into the most effective routes to market. Business leaders – of
the Steve Jobs variety  - came out on top as the ‘most persuasive’,
followed by athletes, TV/movie stars, then musicians, with former
political figures trailing along in fifth place.  However, when the
question was flipped as to which were the ‘least persuasive’ athletes,
business leaders, politicians and movie stars were deemed less viable
than musicians.
 
Celebrity endorsements can be exceptionally
powerful, raising awareness, increasing a product’s appeal and
influencing the buying decisions of fans wanting to emulate the
lifestyles of their favourite stars. Music, arguably, has more
resonance than high profile endorsements from athletes due to the fact
that unlike sport the endorsee comes complete with their own
soundtrack. This gives a brand leverage every time their music is heard
in numerous different possible locations, whereas sport can often be
confined to a very limited – and literal -playing field.
 
A
quick scan across the barrage of media channels available today
highlights a seemingly never ending string of pop stars and musicians
extolling the virtues of a plethora of branded products. Another recent
study, The Celebrity Endorsement Sensor,
of 24,000 consumers across 25 countries, by the media agency
Mediaedge:cia (MEC) highlighted how 35% of its respondents believed
celebrity endorsements managed to improve a brand’s overall awareness.
However, this awareness is subject to a major perception flaw. A
sizable 53% said they had problems remembering which celebrity was
attached to which brand. So a brand netting a lucrative music
endorsement may actually indirectly be playing into the hands of a
rival company. This is a problem that is exacerbated if the musical
endorser in question is somewhat fickle in their choice of alignments
over a given period.
 
The Mediaedge study also stated that male
adults within the 18-34 age bracket are the most likely to engage with
celebrities via digital activities, and it is in this digitally
enhanced realm where music celebrities can make a memorable impact. The
relationship between artist and brand has evolved from a simple
‘cool-by-association’ proposition to a deeper, more rounded,
collaborative partnership. In order to achieve ‘cool-by-integration’
brands need to become actively and creatively involved with their
endorsees in broader more consumer rewarding campaigns.
 
A nationally representative survey in the UK – which features in the FRUKT Music and Brands manifesto 2010
- recently asked: “Which music marketing campaigns make the biggest
difference to your brand perception?” Artist endorsements came in at a
lowly 23% of all the possible categories. Ticket/download giveaways,
the ability to share music with others, receive exclusive content, and
get closer to the acts they love were amongst the highest brand and
music touch points for consumers.  
 
Endorsement partnerships
are like relationships. They need chemistry. It’s ultimately a social
science, a love triangle between three separate components – brand,
band and fan.  As with a chemistry set it’s a delicate balance between
creating the perfect mix and it all blowing up in your face. However,
get the ingredients right – a dash of star power, a hint of genuine
creativity and a healthy scoop of believability – and an endorsement
deal rooted in music will give your brand not only a figurehead but a
whole new voice.
 
Here are some key pointers to consider when embarking on a music-based endorsement deal:
 
1. Understand your market
 
The
reason that some celebrity endorsements fail to provide a ROI for the
brand is because celebrities have often been identified in an emotional
and sometimes un-researched manner, with the campaign concept tweaked
to fit the celebrity into the creative.
 
2. Forge creative partnerships
 
The
key thing to remember is that placing a celebrity in an ad is not an
idea in itself. The off the shelf mentality has gone, campaigns, and
even the songs within them can be built from the ground up. Embrace and
harness the creativity of those you have decided to work with.
 
3. Start a conversation
 
Give
them a story.  Casting a multi-million dollar film star in your movie
means nothing if the script is terrible. The same goes for a music
artist. They may be the most popular face on the planet, but if the
story they are cast in is bad no one is going to want to listen. Build
your spokesperson into a narrative, an ongoing conversation where the
music fan plays an active part in the musical journey.
 
This piece is adapted from the article ‘Sound Investment – From
Endorsements to Creative Partnerships’ from The Brands and Music
Manifesto 2010. Download a sampler here

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Buy-ology – Part 3

By August 28 2009, 9:49 am 2 Comments

What of both brands and artists working together? Certainly the days of dollar-heavy, simple endorsement deals are over (such as Michael Jackson and Pepsi in the Eighties), but there remains good potential for both parties if they are well matched.

“We do know it works, but it only works in those cases where the relationship is authentic. And that means, from the consumers point of view, it seems real, relevant, part of the story line and most importantly it has ritual”

The objectives of both brands and artists have become increasingly aligned and consumers are less cynical, so long as there is that crucial ‘fit’. However, understanding the rights, consumer motivations, channels, and technologies which connect the two sides is crucial, and increasingly makes the case for specialists in the music space to help both sides form successful unions.

The full interview with Martin Lindstrom appears in the new FRUKT Music Intelligence report, out now. You can also follow us on Twitter. 

www.fruktmusic.com

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Buy-ology – Part Two

By August 26 2009, 11:20 am Leave a comment

Whilst brands need to harness the power of music, so the reverse is true and Martin cites three factors crucial in creating an artist’s “Brand” – something which will enable deeper and wider consumer engagement, and ultimately increased revenues. The viral channel, the physical channel and The Story.

Martin sees viral activity pre-empting any tour or music release as paramount to creating a battalion of direct marketers working for the greater good of the brand. “They basically have to develop the Obama technique of having core believers who spread the word of mouth. So they become a direct marketer in reality”.

Following on from this is the importance of the Artist Brand making a physical connection with their fans – creating unforgettable experiences and ‘Superfans’ who’ll be more loyal and more likely to become a brand exponent.  “We do know today that concert goers are more than 350% likely to recommend a CD, or that music, or talk about that artist, than if they are not attending a concert.” The fact that some of the world’s biggest grossing acts are also the biggest touring acts is no coincidence.

Lastly, The Story. Every Artist Brand needs one. “Artists need to treat themselves as a brand… Bono walking around with his funny sunglasses, or Elton John with his $150k flower arrangement in his home each week, or whatever funny story they have. All those things are just adding to their brand.” All the rumours, rites and rituals build the legend and the intrigue… it’s no longer just about the music.

Continued on Friday… The full interview with Martin Lindstrom appears in the new FRUKT Music Intelligence report, out now. You can also follow us on Twitter.

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Ensorsements They Are A Changin’

By August 26 2009, 7:22 am Leave a comment

So Mr Dylan is apparently considering the voicing directions for your journey for two SatNav brands… this will doubtless raise eye brows of not just hardcore Dylan fans, but anyone with even the slightest sense of belief that some musicians actually stand for something – that they create music at least in part, as a statement and in Dylans case, a more explicitly political one at times.

He’s not alone. In recent months Jon Lydon – the archetypal anti-establishment punk can be observed here jauntily selling butter for Country Life and Iggy Pop plugging Swiftcover’s car insurance here – until it was pulled as the copy was felt to imply that he actually used Swiftcover, when they don’t actually insure entertainers.

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Buy-ology – Part 1

By August 24 2009, 10:25 am 2 Comments

Since starting his own marketing agency aged 12, Martin Lindstrom has become one of the most respected branding gurus in the business. Among Time Magazine’s top 100 most influential people, his advice is sought and savoured by the world’s biggest brands. His latest best-selling book, ‘Buy-ology’, is the culmination of a $7m neuro-marketing research project.

FRUKT recently asked Martin to turn his thoughts to music.

Why do you really like Coca Cola over Pepsi, or vice versa? Is it the taste, the brand colour palette, the advertising? According to the research, chances are it’s because the mother of your best friend (the one with the big trampoline in the garden) served it up on a hot summer’s day with a plate of flapjacks. This, or other happy memories, ‘branded’ into the darkest recess of our sub-conscious minds is what most influences our buying decisions. Of course we are not aware of it, if asked we’ll conclude with an answer that makes more rational sense and is less personal… “I prefer the taste”.

Known as somatic markers, these brain bookmarks are stored for the easy recall of positive or negative feelings, emotions and memories experienced at a time in our past. The waft of a scent once worn by an ex-partner, the old cowboy films watched in the company a much-loved, long-gone granddad, the music that became the common ground that fostered a life-long friendship… The music.

Martin believes sound and music to be the best somatic markers “Music is basically hardwired behaviour to effect our mood”, says Martin “the only express elevator to our mind.” Importantly for marketeers, the study revealed sound to be the single most important sense when building a brand. Smell is second and sight third. Yet 83% of all communication today focuses on sight alone.

“Once you have embedded it in the brain, we as human beings, cannot forget it so it’s a really good way of doing sticky communication. If you’re not using music you need to come up with an incredibly convincing argument as to why you’re not”

Continued on Wednesday… The full interview with Martin Lindstrom appears in the new FRUKT Music Intelligence report, out now. Email: sales@fruktmusic.com or head to the website for more information on subscriptions, or to sign-up for your free trial.

www.fruktmusic.com

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