Lights? Check. Cameras? Check. Commercials? You got it.

The 84th annual Academy Awards were nothing short of memorable and left us with the spirit of that old Hollywood glamour. The glitz, the ads and the magic of cinema make up what is perhaps one of my favorite nights of the year.

According to Mashable, “Social conversations have taken on an increasingly important role in the 2012 awards season.” Even before the show, the Oscars red carpet received attention not only from viewers but from followers on interactive platforms all over the world, who noticed the stunt pulled by Sasha Baron Cohen a.k.a “The Dictator” on Ryan Seacrest, with the hopes of promoting his new film. A Twitter account that goes by the name of @AngiesRightLeg was created minutes after the star paraded herself into the stage and struck a pose that left everyone wondering “What’s up with Angelina Jolie?” The Muppets, Cirque du Soleil and Diet Coke were just a few of the world renowned brands who combined their presence at the awards ceremony with a unique twist on social media.

But alas, let’s hit the ads. From Diet Coke’s tailor-made campaign for the Oscars, Ellen Degeneres’ much talked about endorsement for the (newly refreshed) JCPenny brand, here are More than Branding’s favorite spots of the Academy Awards 2012:

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Diet Coke

Title: ”Hollywood”

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Johnson’s Baby

Title: “You’re going OK, Mom”

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JCPenny (or now simply JCP)

Title: “Ellen: 50′s Wake-Up”

Title: ”Ellen: Roman Returns”

Title: ”Ellen: Western Coupons”

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Hyundai

Title: “Modern Life”

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Mercedes-Benz

Title: “Art- The 2013 SL Roadster”

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Kraft- Macaroni & Cheese

Title: “Diamond Jubilee”

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Apple

Title: “iCloud Harmony”

By Maria Elena Moré

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Connect with More Than Branding on Facebook and Twitter (@MTBranding)

 

There is a universal truth that stems from the most essential belief in psychology: we learn from experience. And that same principle applies to marketing. The way a brand functions and the feelings it evokes within us are vital to the ultimate perception we possess of it.

As markets oversupply, the process and methodology through which we communicate a product’s attributes is just as important as coming up with those specific attributes. Focusing on delivering experiences is an ideal way of developing relationships and bonds that enable brands to grow over time.

As the name implies, experiential marketing refers to the customer experiences with a brand, product or service that allow users to interact in a sensory way. It triggers motivation more than any other channel of communication and instigates word-of-mouth. Brands that excite people have more strength in the subconscious level of the mind since it stimulates the neural region that makes decisions.

What are some of the benefits of implementing an experiential marketing strategy?

• Generate awareness
• Create an emotional connection
• Develop positive perceptions
• Show off its attributes
• Gain credibility
• Guide preferences
• Stimulate purchases

 

If you are interesed in implementing this sort of approach, start off by asking yourself: is my brand exciting, exhilarating, fun, relaxing, stimulating, etc.? Which sort of associations will I stir up in the mind through this stunt?  Will the experience impact the human senses? (sight, sound, scent, taste, feel) If so, which? How will it make people feel? Would they want to use the brand?

To kick-off the week, More Than Branding brings you 11 examples of experiential marketing at its best:

NATIONAL GEOGRAPHIC – “Augmented Reality”

ASICS- “Run with Ryan”

MERCEDES-BENZ – “Looks fast. Even in park.”

SPANAIR – “Unexpected luggage”

TROPICANA – “Brighter mornings for brighter days”

COCA-COLA – “The Coca-Cola friendship machine”

FOX CRIME – “Interactive Billboard”

GRANATA PET STORE – “Snack Check”

VOLKSWAGEN – “The fun theory”

HARPER COLLINS – “This dark endeavor”

BAR AURORA & BOTECO FERRAZ – “Drunk Valet”

 

By Maria Elena Moré and Katy Capriles

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Connect with More Than Branding on Facebook and Twitter (@MTBranding)

 

Coca-Cola is once again the number 1 brand in the world.

After much anticipation, Interbrand announced the 2011 Best Global Brands ranking with Coca-Cola in the first spot for the twelfth consecutive year and brands such as Apple and Amazon as top risers with their astonishing growth during the past months. With massive growth across the sector, technology dominated the list, with 7 out the top 10 brands coming from this industry- IBM, Microsoft, Google, GE, Intel, Apple and Hewlett-Packard.

Damian Borchok, CEO of Interbrand Australia and New Zealand said: “Interbrand’s Best Global Brands report is a reflection not only on how brands are performing in terms of their perceived brand success, it is also an invaluable tool for to detect how consumers are behaving, evolving and reacting to brands. More than ever, the economic climate and consumer movement alike are demanding brands to be flexible, innovative and to explore social spaced they never dared to before.”

According to Interbrand, there 10 factors that are present in these leading brands, which are:

Internal Factors:

• Clarity
• Commitment
• Responsiveness
• Protection

 

External Factors:

• Relevance
• Authenticity
• Differentiation
• Consistency
• Presence
• Understanding

 

Interbrand’s method of selecting the brands entails taking into account the different ways it affects the organizations- from customer expectations, financial performance of its products or services, the role of the brand in the purchase decision process and its strength.

Jez Frampton, Global Chief Executive of Interbrand, introduced the ranking by saying: “Brands increasingly need to be quick and nimble- flexing to stay one step ahead of the change happening all around them. And it isn’t just about speed, it’s about consistency and accuracy in response to the social media connected and hyper-aware marketplace…

Your customers interpret your brand as a result of every interaction; from culture to product, from environment to communications.”

To view the complete report on each brand, the Interbrand methodology, trends and sector overviews, click here.

By Maria Elena Moré
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Source: Interbrand

Connect with More Than Branding on Facebook and Twitter (@MTBranding)

 

Under the philosophy of ‘Open Happiness’ comes Coca-Cola’s new campaign entitled ”Walls”, with music by British band One Night Only. The ad features an interactive music video that will be available on its site across 100 markets, including Germany and UK.

“Walls” was created for teenagers as part of a global strategy that aims to generate engagement with the brand by experiencing things with a musical focus.

According to Jonathan Mildelhall, Vice President of Global Advertising Strategy and Content Excellence from the Coca-Cola Company: “Teens are the most demanding audience as far as creativity is concerned and in the way they engage with a brand or campaign. They demand to interact and participate with brands and be a part of the conversation. This program has been designed with that understanding and to enable teens to view, participate and share the content and experiences.”

The campaign by agency Weiden + Kennedy will also feature music group Maroon 5, who have signed up to write a song for the brand based on fan-sourced material in a 24-hour streamed event four days from now. During the marathon, fans will be able to send pictures, comments and words to inspire the creation of the song. It will combine social media through an event that will gather interesting insight about the target. Fans and followers will be able to participate through the brand’s Facebook and Twitter accounts, with constant follow-up from bloggers all over the world.

Making people part of your creative process gives it ‘people power’, engagement and an excellent view on how your brand makes your target  feel, think and act. But more than anything, the ad transmits the joy we all experience when we can let go behind closed doors…

Happy Friday everyone!

 

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).