Tag Archives: Social Media
The year 2014 represents one thing for the sports world: the FIFA World Cup. Whether you like or not, it's here, and in less than a few weeks it becomes real in Brazil. How does this worldwide phenomenon affect Brazilian products? How are advertisers supposed to behave and compete with international brands in this very crowded marketplace?
The FIFA World Cup moves extraordinary - as well as dubious - sums of money that range from infrastructure to ad campaigns. "Brazil expects to receive 500,000 foreign tourists and move tens of millions of Brazilians for the host cities." (Source: Ministry of Tourism)
Within this scenario, Brazilian brands are offered a unique opportunity of competing on the same arena with other major international brands. As a country, Brazil should export a comprehensive picture of modern, developed and creative nation. An image that relies heavily on a good performance of its national products, since the brand identity created for the 2014 World Cup had proven to be a colossal failure. A poorly structured logo, foolish typography and a mascot that became a joke, all seemed a random combination of elements without any previous planning.
Despite the not-so-great image of Brazilian marketing and branding, national products may still have a chance to change this paradigm. Here are some ideas as to how to make that happen.
1. Brazilian pride
The country's essence and fervor for the World Cup dictates a distinct set of factors within its global marketing: energy, passion and happiness, which are perhaps more important than leadership and quality. National brands should encourage patriotism by creating motivational campaigns that take advantage of their market and extensive consumer knowledge. A Brazilian-to-Brazilian approach and message within campaigns will generate an inherent marketing advantage.
2. Keeping an eye on FIFA Partners
Something that is definitely worth watching out for are the actions executed by the six major international brands involved in the World Cup - Adidas, Coca-Cola, Hyundai, Kia, Emirates, Sony and Visa - who have paid sums as large as £230 million to FIFA for a four-year partnership. These brands will bring a lot of creativity and branding quality and will be present in all matters of the tournament. These advertisers will have access to more than 50% of the world population.
3. Joining in
Brands should improve and promote the consumer experience and become a part of the worldwide event through local and spontaneous activations. Social media (Facebook, Instagram, Twitter, Snapchat, Youtube ...) are ideal platforms for Brazilians and foreigners to share their own experiences and interact with each other.
Brands could also integrate their efforts onto social and mobile platforms, paving the way for a more immediate and tight-knit contact with the audience.
4. Adding value
Brands must find a way to incorporate themselves in the middle of the experience between fans and the sport without being invasive. Through this connection, they should strive to add value and continue a longterm relationship with consumers, not only during 2014, but until the next World Cup in 2018.
The tournament is ready and guaranteed to the public and the consumers; now the question that remains is whether it will get a taste of Brazil's victory.
Follow Giovanna Lettieri at EsttudioG.
It's been 50 years since Banco Popular Dominicano opened its doors in the Dominican Republic. Today a leader within the industry, the brand has been keen on embracing new technologies in all parts of the spectrum - operations, products and communications.
Hace 50 años abrió sus puertas el Banco Popular Dominicano en la República Dominicana. Hoy un líder en su categoría, siempre ha manifestado su interés en acoger e implementar las nuevas tecnologías en todos los aspectos - operacional, dentro de su cartera de productos y en sus comunicaciones.
To celebrate its anniversary, the bank launched a national photo contest on Instagram and invited the nation to post pictures that reflect the transformation of the Dominican Republic during the last century - pictures that convey changes in infrastructure, urban planning, telecommunications, industrial development, scientific advancements, among other things.
Para celebrar su aniversario, acaba de lanzar un concurso nacional en la red social de Instagram, el cual consiste en motivar a los dominicanos a subir fotografías que reflejen la transformación de la República Dominicana durante el último siglo - fotografías que transmiten los cambios en infraestructura, urbanismo, telecomunicaciones, desarrollo industrial, avances científicos, entre otros.
The mechanics of the contest are fairly simple: follow the brand on Instagram (@Popularenlinea), upload up to three pictures including the hashtags #RD21 and #Popular50años, assign a title and description for the image, and presto. The ten best photos will take home prizes such as iPads, laptops and photography courses from Chavón.
La mecánica del concurso es sencilla: para concursar, la persona debe seguir la marca en Instagram (@Popularenlinea), subir hasta tres fotos con los hashtags #RD21 y #Popular50años, aplicar un título y descripción para la foto, y listo. Las diez mejores imágenes se llevarán premios tales como iPads, laptops y cursos de fotografía en Chavón.
To this moment, hundreds of pictures have already been submitted to the contest, triggering a connection between the bank and the people through visual content and social media - proving that universal truth: "A picture is worth a thousand words."
Hasta el momento, cientos de fotos han sido subidas a la plataforma de Instagram para el concurso, lo cual ha generado una dinámica interesante entre el banco y las personas mediante el contenido visual y las redes sociales - lo cual comprueba esa verdad universal: "Una imagen vale más que mil palabras."
For more information, check out: www.popularenlinea.com
Para más información, entra a: www.popularenlinea.com
Images courtesy of / Imágenes cortesía de: Banco Popular Dominicano
If there's one thing we've learned in the last 86 years, it's that Oscar night is without a doubt the biggest party in showbiz. As celebrities flocked the Dolby Theater on Sunday night, 2014 proved, yet again, what a powerful platform it can be for brands who want to leverage Hollywood's big night.
Though big names such as Mercedes-Benz, JC Penny, Chevrolet, American Express and Chobani followed a traditional approach when it came to advertising, it was Samsung, Twitter and a pizzeria by the name of Big Mama's & Papa's Pizzeria who stole the show, proving that authentic and spontaneous interactions during the show leave a far more powerful impression on viewers.
Samsung, a big sponsor of the event, was more than present during the live telecast, especially during moments when host Ellen Degeneres took out a Galaxy mobile phone out of her pocket. The golden moment came when she attempted to snap a photo of her and Meryl Streep, which soon turned into the most star-studded group selfie, ever.
The epic picture taken with the phone and posted on Twitter set a new record for the most number of retweets ever - an incredible amount of 2.4 million as of Monday - making it without a doubt the coolest product placement during the Oscars, and the most successful social media moment in modern history. The platform was mentioned several times and stole the show at one point, especially when Ellen announced that the they had accidentally 'broken' Twitter: "We crashed and broke Twitter. We made history." "It's fantastic. See what we did, Meryl?"
But perhaps one of the funniest moments came from Ellen when she offered pizza (with a real delivery guy) from Big Mama's and Papa's to the stars in the audience.
Another brand who received a lovely surprise was Miller Lite, mentioned by Matthew McConaughey during his speech towards the end of the show: "To my father, who I know is up there right now with a big pot of gumbo; he's got a lemon meringue pie, probably in his underwear and he's got a cold can of Miller Lite and he's dancing..."
Of course, the brand did not let this historical moment slip through its fingers. It immediately posted:
This year proved that interaction and authenticity is monumental and brands need to be ready to make the best of these opportunities - especially when it comes to live events.
Other stars at this year's Oscars:
Agency giant, Ogilvy, is no stranger to the subject of big ideas.
In 1947, David Ogilvy, mastermind and founder of Ogilvy & Mather, set out to build one of the largest advertising networks in history. His audacity and success were only surpassed by a business acumen and ability to voice concepts that have served as inspiration and a guiding light for professionals in the field of advertising and marketing. When he spoke, we listened. And that we have done for over half a century.
Ogilvy founded his philosophy on three basic pillars: quality and diversity of the people, quality and class of the operation, and last but not least, belief in brands. From here stems that age-long conviction of the development and cultivation of the intangible aspects that make companies (and those responsible for it) unique. "Our history is the evolution of one man's thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a destiny." We must make advertising that sells, but first, make advertising that builds brands.
So when it comes to ideas worth spreading, what could be better than to share them through social media? The team at Ogilvy has done a great job in creating a platform that both informs and celebrates the passion for ideas set forth by none other than its brilliant founder. For the past year, I've been fascinated with amazing entries featuring infographics, quotes, rankings and facts on the subject of business, advertising, brands, and life.
In keeping with the celebration of knowledge, here are 20 of my most favorite posts from Ogilvy & Mather's Facebook page: