Media and Entertainment Peaks Consumers’ Interest, but not for Long

Media and entertainment are a big part of our lives. It is often the one thing many of us have in common. Music, sports, technology and television contribute to entertainment within our lives. And for the most part, gaming is entertainment. The popularity of next generation consoles, including Xbox 360 PlayStation 3 and Nintendo Wii, has enhanced the entertainment value through increased social interaction. Millions of gamers load up to play their favorite games every day. In doing so, players engage in live chat or converse over microphones. The growing popularity of games, like the Halo saga, is fueling this need for increased social interaction.

Halo: Reach has received many accolades for its outstanding gameplay and graphics. Halo: Reach is considered a profound and influential game. Mashable.com found the game most impressive. In fact, Mashable.com reported Halo: Reach gaming statistics made available through Bungie.net. Perhaps the most interesting statistic pertains to the fact that gamers exhausted more than 2,000 years in live game sessions within the first week of Halo: Reach being launched. On top of that, some sources claimed Halo: Reach will be the game of the decade.

Understanding the impact of Halo: Reach requires a further understanding about media and entertainment in general. How much buzz do recent released games receive compared to other entertainment options, especially during an event or at launch? Furthermore, does Halo: Reach even receive more online buzz than other major games released over the past year? A quick search using NM Incite’s BuzzMetrics tool offers some insights. The graph below depicts online buzz two weeks before and after a particular event occurred or product launched.

As we see here, Super Bowl XL IV receives the most online buzz prior to the main event, Super Bowl Sunday on February 7, 2010. Online buzz for the iPad built up prior to launch and extended about a week before dwindling down. In terms of games, Call of Duty: Modern Warfare ll receives more pre and post launch buzz than Halo: Reach. The pie graph below shows the trended data above from a different perspective. Similar to the graph above, it looks at the percentage of discussion that each entertainment option receives within two weeks of its event or launch date.

Here we can see that the iPad receives the most buzz around its official launch, which occurred on April 3, 2010. Halo: Reach receives more buzz than Madden 2011, but it only receives about a third of Call of Duty: Modern Warfare ll.

Halo: Reach is a great game in its own rights. It offers a compelling storyline, excellent gameplay and wonderful graphics. Despite its hype, it is clear that Halo: Reach does not receive as much online buzz as other entertainment options, including other games such as Call of Duty: Modern Warfare ll. It appears to be much more of a middle-of-the-pack entertainment option, receiving buzz levels closer to that of Justin Bieber’s recent album released, My World 2.0. While the longevity of the Halo saga illustrates its popularity among gamers, online buzz for Halo: Reach does not “reach” as high as many may have thought.

Similar to other media and entertainment options, Halo: Reach buzz begins to rise and lower within a week of launch. This begs a few questions. What can marketers do to help create and sustain buzz during pre and post launch phases?

Creating buzz during pre-launch is somewhat easier than post-launch; this is due to the consumers’ anticipation of an upcoming event or product launch. Unfortunately, few products or events take advantage of this scenario. Online buzz for products and events in the trend graph above does not begin to rise noticeably until a week or so from launch. Marketers can help create increase pre-launch buzz by participating in industry-related events (e.g., Consumer Electronics Show), releasing interesting product information at specific intervals, inviting consumers to participate in live demo sessions, creating microsites, identifying opinion leaders and getting them on-board early, taking pre-orders, and turning a product launch into an event.

Sustaining buzz post-launch requires a different set of techniques. Some of the better known approaches include making additional content available at specific intervals post-launch, creating online communities and participating in social media discussion.

Media and entertainment are an important part of consumers’ lives. The growing number of entertainment options means it will be harder for marketers to get their message through the clutter. Implementing a plan to foster and nurture buzz before and after launch should be a key component of any entertainment marketing strategy. Such efforts could help sustain buzz and the product life cycle beyond anticipated timeframes.

Convenience Stores Leveraging Social Media

Convenience Store News reports on several convenience store chains utilizing Twitter and Facebook to bring in customers. Quick Chek is offering a free iced coffee to all its Facebook fans when the chain attains its goal of reaching 1,500 fans. Meanwhile Kum & Go, a conenience store chain in Iowa, launched what it is calling "Twitter Tuesdays." Starting this past Tuesday and going until June 23, the convenience store chain each Tuesday will select one Des Moines-area Kum & Go location as the "Secret Store." From 8 a.m. to 12 p.m., one clue per hour will be given out via Twitter to direct Kum & Go followers to the secret store.

CSNews Online, Shell Oil Co. and Chevron Corp. plan for the first time, to post hurricane season updates via Twitter this year.

Other convenience retailers with a presence on Twitter include: BP America, Wawa, Cumberland Farms, Gulf Oil, QuikTrip, Piedmont Petroleum and Express Convenience.

It is very refreshing to see convenience stores utilizing social media in such imaginative and useful ways. If only all companies could figure this out.

What Will Social Media be Like in 2009?

Peter Kim takes a shot at making some social media predictions for 2009. Dwindling budgets will obviously cause companies to rethink their Web 2.0 strategies. Companies will need to find new ways to touch consumers online without spending a lot of dollars.
Given that, marketers will need to find better ways to measure the impact of social media in order to maximize dollars actually being spent on social media and advertising.

Retailers MicroBlog to Reach Customers

Retailers increasingly are using text-message alerts to keep their customers informed about sales and special events, while online retailers are using microblogging site Twitter to alert shoppers to deals. Gap, Target, Sears Holdings and Amazon.com have launched wireless-outreach programs this year.

Source: Wall Street Journal

Google Ads Point to Twitter Accounts Now

Check this out! Adwords point to Twitter accounts now.

Can Social Media Improve Sales?

Effective social media monitoring and participation can improve sales according to this this article.

New Study Says 93% of Americans Consult Colleagues Before Buying

Advertising Age reports that reaching consumers at work could be next great frontier.

While I do feel Americans consult colleagues before buying, I'm not sure the percentage is as high as 93%. Additionally, what exactly are Americans consulting colleagues for? For instance, I find myself consulting with other people before buying technology devices (e.g. new cell phone, new media device, etc...). Occasionally, I'll seek advice regarding the best restaurant to visit over the weekend. I did seek other's opinions about presidential candidates, but I combined those opinions with my own research. I find myself taking a similar approach looking into company's products and services. I'll ask friends and colleagues for their opinions on a brand or product, research it further on my own and make my own decision.

Who do you ask and how do you ultimately decide what to buy?

Scion Teams with Kongregate to Teach Players to Become Developers

Advertising Age reports on Scion working with the gamer site Kongregate. Scion has agreed to sponsor Kongregate's new "Labs" section to help newbie and aspiring game developers create their own video game.

"Scion's key demographic is men 18-24, and that's exactly what we are, so we started talking," said Lee Uniake, Kongregate's chief revenue officer. "Individuality and creativity are outgrowths of the core brand attributes of Scion.

Overall, I like Scion's marketing strategy here as it understands its core demographic. Additionally, Scion knows how to reach out to potential customers.

McDonald's is Affected by the Credit Crisis

Advertising Age reports that McDonald's is being affected by the current credit crunch. McDonald's planned coffee rollout is being hit by banking crisis that is restricting loan capital. Overall, tightening credit conditions are affecting consumers as well as corporations and businesses.

How is the credit crunch affecting your company?

Sony Looks to 'LittleBigPlanet' Start to Boost Console Sales

Advertising Age posts an article about Sony betting on the popularity of 'LittleBigPlanet' star, Sackboy, to boost its console sales. Sony plans to put a big marketing push behind Sackboy. Sony is partnering with retailers to offer two presale-only, downloadable Sackboy characters from a couple of Sony's other popular first-party games: Kratos from "God of War" and Nariko from "Heavenly Sword." Sony also plans to create about 1,000 "LittleBig billboards."

Analysts seem to think Sackboy has a good shot at lifting PS3. According to NPD Group, through June, PS3 -- which got a later start than chief rival Xbox 360 -- had sold 4.9 million units vs. Xbox 360's 10.5 million and Wii's 10.9 million since their introductions.

Nintendo uses a similar approach building a variety of their consoles around Mario-based games. And this is a great approach since Nintendo is perceived by consumers to produce less "hardcore" games (e.g. not as much blood and guts). In fact, games like Wii Fit and Super Smash Brothers Brawl have helped increase Wii sales. Also, Microsoft has does a good job promoting its Xbox and Xbox 360 consoles around the Halo series, but I think Halo reaches out to the gaming audience the Xbox 360 is targeting.

Sony PS3 attracts a different type of gamer; It attracts more of the hardcore gamer. Games such as Call of Duty 4, Metal Gear Solid 3, Grand Theft Auto IV and Warhawk are some of the more popular games on the PS3. Sony also has the market cornered with its support of Blu-Ray.

I haven't played Little Big Planet, but it doesn't appear to be a "hardcore" game from what I can see. Sony may need to re-position the PS3 altogether if it wants to use a similar approach to Nintendo and put most of its marketing support behind a specific character or game, especially one that may not be of interest to its "hardcore" audience.

Feel free to leave comments if you have any experiences playing Little Big Planet or other games.


Source: AdAge

Los Angeles Sparks Use Interactive Ads

Seeking new ticket buyers, the Los Angeles Sparks women's pro basketball team recently tried a new ad play: A TV commercial during which viewers could press a button on their remote to get a team brochure. I wouldn't be surprised to see more advertisers start using creative ideas to get capture the attention of television viewers.

Source: http://m.usatoday.com/BETTER/detail.jsp?key=865848

Coors Speeding Competitors

Advertising Age reports that Coors' four largest brands are all growing quicker than competitors. However, Budweiser is receiving the most online buzz within the blogosphere as a result of its Super Bowl advertising.



I'm not sure if Coors partakes in any social media activities, however, it may want to rethink its strategy. Improving its presence will only help strengthen its position. Additionally, it can use CGM (Consumer Generated Media) to help bolster its partnership with the NFL as Coors is the official sponsor. Unfortunately, many consumers may not be aware especially with Budweiser garnering so much buzz around the Super Bowl.

Marketing During a Recession

Advertising Age posted an article regarding consumers' spending habits during a down economy. The author, Eric Spahr, encourages brands to continue to do several things, as the economy heads into a recession. Those things include the following:

1. Observe consumers' behavior
2. Understand the new competitive set
3. Find out emotions behind consumers' behaviors
4. Continue to build brand equity

Consumers will make decisions about which brands they will remain loyal to. Some consumers may give up their Starbucks coffee every morning while others may forgo using their summer vacations. Given this, the current state of the economy will mean that marketers will have to do a better job rewarding loyal consumers.

A recession should not be viewed as a inconvenience or a roadblock in a marketers way. Good marketers will seize the opportunity to be creative and find new ways to reach out to consumers. Now is the time for marketers to find creative ways to reach out to consumers (e.g. social media) and build consumer loyalty.

Marketers Buying Ads for Packaged Goods

Advertising Age reports package-goods marketers still spending big on media. At least some things never change!

Coke Zero Buzz Trending Downward Despite NCAA Marketing Push

Overall, online buzz about Coke Zero is trending downwards despite a strong marketing push during the 2007-08 NCAA Men's Basketball tournament. It will be interesting to see how Coca-Cola's financials look after this quarter given the huge marketing-related expenses allocated toward Coke Zero.

Coke Zero Online buzz January 1 - April 10, 2008

McDonald's Tries to Lure Fashion Crowd

Ad Age reports that McDonald's is trying to lure a couture crowd. Apparently, McDonald's feels that fashion freaks and fastfood-goers have a lot in common. They both look for great deals. McDonald's hopes to attract new crowds with discount offerings, value pricing and lighter fare menus.

Personally, I feel the idea may work in select markets (i.e. New York City, Los Angeles among other significant metropolitan areas). However, I don't think it will be easy to attract the fashion crowd in more suburban and country areas. Additionally, McDonald's should think about doing some joint marketing with brands like Macy*s, Nordstrom or Saks Fifth Avenue to reach out to the fashion crowd. Furthermore, sponsoring fashion events or shows like "What Not to Wear" may help McDonald's reach out to the couture crowd that is always looking for great products at the right prices.

Sony Bravia Paint Commercial

Below is the actual Sony Bravia Paint commercial along with some follow-up information. Personally, I think this commercial is pretty cool. Let me know what you think.

McSkillet Buzz Rises Due to National Sample Giveaway

Advertising Age posted an article about McDonald's giving away breakfast burritos February 26, 2008. McDonald's is planning to give away more than 2 million McSkillet burritos the today (February 28, 2008) and tomorrow as part of a national sampling event.

I was not aware, but apparently McDonalds took a similar approach offering "Free Coffee Mondays" to get consumers to taste its coffee in the past. Therefore, I wouldn't be surprised to see McDonald's take this approach moving forward. It is definitely "out of the box" thinking.

"Sampling is critical to any marketplace," said McDonald's spokeswoman Shanelle Armstrong, who said the McSkillet burrito, which launched last November, has "performed well" and that the giveaway isn't a reflection on its performance. "Ultimately we want to get our product in our customer's hands, and we're committed to doing that like never before."

In a study the chain commissioned from Kelton Research, McDonald's reports that about 48% of Americans grab breakfast on the go at least once a week. This particular finding is very interesting and I would have to say that I am probably one of those the 48% of Americans who eat breakfast on the go at least once a week. Therefore, it does make sense that McDonald's would give away McSkillet burritos, especially if it wants to increase traffic to its restaurants in the mornings.

I went and got a large French Vanilla coffee and "free" McSkillet burrito this morning. Overall, I was very pleased with the McSkillet burrito. However, I would recommend that McDonald's should introduce some alternative meat selections. Unfortunately, I'm not a huge fan of sausage. I'm much more of a bacon person myself. Nonetheless, I finished my McSkillet burrito. All I can say is, "Watch out Taco Bell!" I was very pleased with the spiciness and flavor of the burrito. Additionally, I'm glad McDonald's didn't go cheap using only green bell peppers. There were plenty of red bell pepper chunks in my McSkillet burrito.

We'll, I'm recommending everyone I know to at least give the McSkillet burrito a try. It may not be for everyone, but overall I think it is pretty good. I'd give it an "A.

Below is trend chart showing buzz for the McSkillet. As you can see, online discussion on blogs about the McSkillet burrito is really taking off as a result of being given away for free. Buzz in this chart does not include posts on message boards or Usenet groups.














Let me know if you have any questions about my experiences trying the McSkillet burrito or questions about my brief data analysis.

Gap's Many Sounds

Clothing retailer Gap is partnering with partnering with San Francisco creative development and production company, Rehab, to create a series of songs based on specific colors. The partnership is the result of Gap's intention to launch its new spring campaign, "Color Redefined." You may find more information about Gap's new prgram Soundofcolor.com.

Overall, I think this should be really successful. However, I wonder if Gap will role out something similar for Old Navy. It seems like Gap Inc. could do something similar as both Gap and Old Navy have somewhat similar demographics in terms of people who visit their websites. This is according to Quantcast.com.

Gap Website Demographics

Old Navy Website Demographics

Both brands over-index on females, ages 25-34, visiting their websites. However, Gap.com appears to be frequented more often by Asians, while Old Navy.com is visited more by African Americans and Hispanics. Therefore, it may be important for Gap Inc. to make sure its music selection is appropriate for its targeted online consumers.



Source: Advertising Age.

Social Networking...No Longer Just for Teens

I came across an interesting article at Bloggingstocks.com about skepticism regarding the popular social networking site, Facebook. Venture capitalists have found out that it's not easy advertising to the social networking crowd.

This week, eMarketer published a study that forecasts that social networking advertising is expected to reach $4 billion by 2011 (on a global basis). Something else: eMarketer thinks that about half of all online adults will be on social networks by 2011. The author, Tim Taulli, disagrees. While he feels teens will remain avid on social networking sites, he goes on to say, "But, adults have other things to do besides social networking (such as making a living, taking care of kids, and so on). In other words, if eMarketer is counting on adults for social networking riches, it might want to think again."

Personally, I agree with Tim. Also, even if adults have an account with a social networking site, how often will they visit the page and update it or look around. I had a Facebook account, but canceled it since I never visited the page. Also, I have a MySpace, but I'm lucky to update it once a month. Unfortunately, I have more important things to do than focus on MySpace, like updating my marketing blog.

I do feel that social networks sites such as Facebook will continue to grow, but I do not feel half of all online adults will be on social networks by 2011. And even if they are on a social networking sites, marketers must still find out how active adults are before committing millions of dollars to reaching someone who may only be there part-time.