Golf is returning to the Olympics after a 112 years absence. I’m not a golfer so don’t appreciate the excitement of watching a four hour match on television (happy to sit through hours of watching the Tour de France though) but this Michelob commercial does it’s best to try and give us a sense of the excitement.
SmartNews (where I work) is running a series of TV commercials in Japan featuring Japanese celebrity, Tamori. The tagline for the campaign is “禁断のニュースアプリ” which roughly translates as “The forbidden news application” as in it’s so addicting that you binge use it when you’ve got time alone.
Heineken has long-running relationship with the UEFA Champions League tournament in Europe. Each year they run a series of advertisements running up to the contest that feature the fans and get everyone excited about the game.
This year’s installment is brilliant. The Dilemma pits an Italian fan’s love of the game against his faithfulness to his mates who get together to watch every game together on the couch.
Last year’s The Match illustrates what a ship of football freak sailors will do to get a TV signal of their favorite game.
Heineken USA reached out to expats in NYC with it’s own campaign. Work or Watch the game?
Heineken Spain gets in on the game in 2014. Will you run out on your girlfriend?
2013 featured The Negotiation where the guys have to convince their wife or girlfriends to spend almost $2000 for a pair of stadium seats, “you don’t even have to worry about the dogs chewing on them.”
Contextual Dissonance – When clearly commercial content is offered during a time when I’m not in commercial mode, it just feels off.
John Battelle nails that feeling you get when you notice a brand trying a bit too hard to insert themselves into a conversation. To advertise at scale on the web brands resort to algorithms. But trying to algorithmically insert an ad unit into a newsfeed [rarely] [ever] [works].
Conversations require you to listen and respond. If you aren’t really listening, you’re just talking at someone. That is the value of a media property, they aggregate an audience around a topic and host the tone and theme of that conversation. Because they play the host, they are that much better able to match the advertiser to their audience.
This matchmaking is why advertising on a media property is so much more effective than on a social media site. For several years the conversation has moved away from media sites to social media sites and the advertisers followed. But I feel the pendulum is swinging back the other way as brands realize that they are more effective in getting their message across on media sites which share their audience and interests.
This is not to say advertising on social media sites is in danger. There will always be room for diversions of entertaining snippets sprinkled throughout. But substantive marketing pieces that inform engaged readers will only work on vertically-focused media sites.