Red Bull Takes Branding and Social Media to New Heights

Your premium brand had better be delivering something special, or it’s not going to get the business.   ~ Warren Buffett

Red Bull Takes Branding and Social Media to New HeightsRed Bull, sponsor of Felix Baumgartner’s record breaking supersonic freefall over Roswell, New Mexico, accomplished a marketing tour de force recently, over 8 million views live online.  A longtime enthusiast of extreme sports, Red Bull takes its marketing a step further embodying the very essence of its brand.  As Miles O’Brien noted during a PBS Newshour interview, “It’s 21st century marketing brilliance. Red Bull has cracked the code.”  O’Brien went on to commend the energy drink maker’s ability to reach a mass audience while sidestepping traditional marketing channels, with its successful Mission to the Edge of Space.

Deemed one of The World’s 50 Most Innovative by Fast Company, Red Bull Media House, the content division of Red Bull, has succeeded in making its mark in the new media landscape.  As Teresa Iezzi reports, the company has focused on perfecting its web and mobile outlets and teaming up with YouTube to present original content.  Managing Director Werner Brell insists Red Bull has always placed an emphasis on photographing every aspect of its brand’s storytelling via action sports.  Iezzi also indicates the best approach branding with a creative blueprint in mind.  By extension, Red Bull has succeeded in being social from the start, engaging with its customers on Facebook and Twitter.

So, which brands do you interact with online?  What do you like about them?  Share your thoughts about the brands in sync with your lifestyle.

Vanaja R.

 

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.

Social Media Champions of the London 2012 Olympic Games

All the world’s a stage.  ~ William Shakespeare

London 2012 Olympic GamesThree cheers for the games of the 30th Olympiad!  From start to finish, the Olympics captured our hearts and social media gave us a front row seat to the action as it unfolded.  In the realm of Twitter, the opening and closing ceremonies reigned supreme.  Who could forget the entrance of Queen Elizabeth with James Bond to kick off London 2012?  Overall, the Spice Girls closing ceremonies performance took top honors with 116,000 TPM (Tweets per minute).

We witnessed many memorable and history making moments throughout the Games; Michael Phelps becoming the most decorated Olympian and Gabby Douglas winning the gymnastics individual all-around, to name but a few.  Michael and Gabby showed us that Olympic success can carry over to social media wins.  Gaining an additional one million Twitter followers, Michael entered the pantheon of greats, based on Reuters reporting of data provided by social media monitor Starcount.  Not to be outdone, Gabby has been designated the leading up and comer by marketing firm Wildfire, based on the most fans by percentage growth on Facebook since July 27.

The Olympics is a global stage affording each athlete and event its own moment to shine.  CNN deemed Usain Bolt as the Social Media Olympic gold medalist of 2012.  Usain achieved this feat by being the most talked about athlete on Facebook and Twitter.  No doubt having a prominent Facebook and Twitter presence can translate into a branding bonanza notes Nick Thain, CEO of Sports New Media, with fan engagement being a key distinguishing factor.  Reflecting the global audience of the Games, soccer scored as the most talked about sport with over 5 million Tweets.

So, how did you watch the 30th Olympiad?  Who was your favorite Olympic athlete?  Share your thoughts on the most engaging moments of London 2012.

Vanaja R.

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.

Social Media, a Slam Dunk for the NBA

Talent wins games, but teamwork and intelligence wins championships.  ~Michael Jordan

Basketball slamdunkWhile watching the broadcasts of the 2012 NBA Finals, I noticed the playoff teams’ Twitter addresses during aerial views of the baskets.  Social media engagement has been gaining momentum in the field of sports and has especially been a win for the NBA.  According to AdAge’s Simon Dumenco reporting in partnership with Bluefin Labs, sports telecasts are uniquely suited to socializing via social media; benefiting from additional airtime and the propensity for tweetable action packed moments.

Let’s not forget capitalizing on social media is a team effort, between the fans, the players, the media sponsors, and the NBA itself.  Lillie-Beth Brinkman of NewsOK notes the fans posting at The Finals provide a personalized perspective, in effect offering us a courtside vantage point.  Not to be outdone, this June marked the first presentation of the NBA Social Media Awards.  Players and teams were showcased for achievements in social media engagement during the 2011-12 season, in such categories as most valuable team, Twitter trendsetter, and Facebook thumbs-up, to name but a few.     

So, are you a member of Team NBA?  Which basketball franchises do you follow?  Who’s your favorite NBA player?  Share your thoughts on interacting with sports by way of social media.

Vanaja R.

 

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.

Going for the Gold with Social Media

All sports for all people.  ~ Pierre de Coubertin

Going for the Gold with Social MediaIt’s almost here, the start of the 2012 Summer Olympics!  This year we’ll be able to connect with the athletes as never before.  Of course, coverage of the Games has always kept pace with the media of the times, from print in the 1890s to most recently, social media for the 2010 Vancouver Games.  This year though marks the world class entry of The Olympic Athletes’ Hub.  Featuring present and past Olympians, this virtual community aspires to forge a deeper connection with the fans.

There’s no doubt the London Olympics will be a win for the host city, but brands and businesses also have the opportunity to go for the gold.  Nimble companies using social media to engage with the consumer and to expand their global reach are favored to cross the finish line first.  And remember, it’s not just a sprint, but a marathon.  As Robert King of ClickSquared recently noted in AccurateLeads reporting of the Olympics as an advertising venue, businesses have the opportunity to go a step further; build customer loyalty for the long-term.  For those of you who’d like to get in the game and keep track of the social media standings of the 2012 London sponsors, the Holmes Report’s offers weekly analysis in partnership with Sociagility’s daily scoreboard.

So, which sports will you be following?  Do you have a favorite Olympic athlete?  Share your thoughts on interacting with the Games via social media.  After all, we’re sure to be winners for sharing in the spirit of athletic excellence.

Vanaja R.

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.

Social Media Gives Underdog Under Armour The Edge

The Internet is based on a layered, end-to-end model that allows people at each level of the network to innovate free of any central control. By placing intelligence at the edges rather than control in the middle of the network, the Internet has created a platform for innovation.   ~ Vinton Cerf

Under ArmourSocial media’s greatest strength may be giving voice to the underdog.  As President and CEO Kevin Plank of Under Armour noted recently in an interview with Nightly Business Report’s Rick Horrow, the company is poised to compete with athletic giants, the likes of Reebok and Nike, and is leveraging its innovation with social media.

As a lifestyle brand delivering hi-tech performance, Under Armour has used social media to drive engagement with its winning “Ultimate Intern” competition, a search contest that has succeeded in creating brand buzz.  Of course, social media is uniquely suited to reach the company’s core target audience of 13 to 24 year-olds.  Under Armour continues to innovate by kicking it up a notch; by giving us in effect a 50 yard line view of player performances tweeted by experts at the NFL Draft Combine.

So, what’s your favorite athletic brand?  Do you play with athletic companies via social media?  Let’s all make an effort to get in the game.  Share your thoughts on innovating in the digital age.

Vanaja R.

Nightly Business Report –Under Armour CEO on Company Success

National Retail Organization – How Under Armour and Warby Parker win with social media

 

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.

Super Bowl Ads Take Two: Touchdown! Social Media Teams Up with the Gameday Broadcast

First we thought the PC was a calculator. Then we found out how to turn numbers into letters with ASCII – and we thought it was a typewriter. Then we discovered graphics, and we thought it was a television. With the World Wide Web, we’ve realized it’s a brochure. ~ Douglas Adams

Do you like watching Super Bowl ads?  If you said yes, you’re not alone.  As noted by Nightly Business Report’s Susie Gharib , one quarter of Super Bowl viewers watch the game just to see the commercials.  This year as usual did not disappoint, both the game and the commercials were a big hit!  I’ll let you know my favorite ad a little later on… There was however a new “drive” this year, the preview of commercials on social media.

My question to you, do you like the option of a sneak peek prior to the big game?  Speaking for myself and fans in general, yes!  Also, from the advertiser’s point of view, there’s the potential to maximize your presence and thereby get more bang for your buck.  After all, ROI can’t just be measured in dollar terms but also in brand value.  Last year’s Star Wars themed Volkswagen Passat ad, according to VW Group of America CEO, Jonathan Browning, resulted in an overall benefit to the brand culminating in the growth of all business and specifically Jetta’s over 50% sales growth.  What will be the return on this year’s prerelease of Super Bowl ads?

So, do you agree in today’s digital age, it really does take two, online and broadcasting, to generate fan excitement and have a successful Super Bowl ad?  Or do you prefer to be surprised on gameday?  Share your thoughts and your favorite Super Bowl commercial.  As promised, here’s mine, Honda’s CR-V spot showcasing an updated version of Ferris Bueller’s Day Off.  Full disclosure, not only am I a fan of the original 80’s movie, but my family also owns last year’s model.

Vanaja R.

2012 Honda CR-V Game Day Ad2012 Volkswagen Game Day Ad2012 M&M'S Super Bowl Ad2012 Doritos Super Bowl Ad

Nightly Business Report:  The Risk and Rewards of Super Bowl Ads

Ferris Bueller Super Bowl Ad:  Matthew Broderick Stars In Full-Length Spot For Honda

 

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.

The Little Engine that Could – Green Bay Packers, 2011 NFL Social Media Champs

Green Bay Packers NFL 2011 Social Media ChampsAs we get closer to this year’s Super Bowl, I’m wondering which team will win and who will score a social media “touchdown” this year.  Last year’s Super Bowl champs, the Green Bay Packers, won bragging rights to being the NFL’s social media most valuable team – second hottest Facebook topic:  “The Green Bay Packers Win The Super Bowl” and Twitter’s number two ranked topic in the football category:  “Green and Yellow”.

It makes perfect “game-day strategy” for Green Bay to strengthen fan ties and social media is a great way for the team operating in the NFL’s smallest market to do it.  Mark Murphy, the team’s CEO recently noted on PBS’ Nightly Business Report that key to his team’s long-term success is promoting a greater connection with the fans, which includes wherever the cheeseheads are on the Internet, i.e. Facebook or the team’s website.  By the way, Mashable’s Sam Laird reports a first, this year’s Super Bowl host city, Indianapolis, is also getting on the social media bandwagon; by setting up a social media command center to keep tabs on the fans’ digital conversation.

So as we approach game-day in another 2 weeks or so, I don’t have to ask, are you ready for some football!  I will however, ask you to do some armchair quarterbacking and predict who will win this year’s Vince Lombardi Trophy.

Postscript

Congratulations, New York Giants

Giants 21, Patriots 17 

Mashable article:  Super Bowl XLVI Gets a Social Media Command Center

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.