Once audiences could opt out of ads, it became harder for brands to buy fame.
became the lingua franca of branding. But despite all the hoopla, such efforts have had very little payoff.branded content.
These early digital efforts led companies to believe that if they delivered Hollywood-level creative at internet speed, they could gather huge engaged audiences around their brands. Thus was born the great push toward branded content. But its champions weren’t counting on new competition. And this time it came not from big media companies but from the crowd.
YouTube’s greatest success by far is PewDiePie, a Swede who posts barely edited films with snarky voice-over commentary on the video games he plays. By January 2016 he had racked up nearly 11 billion views, and his YouTube channel had more than 41 million subscribers. Or consider Red Bull, the most lauded branded-content success story. It has become a new-media hub producing extreme- and alternative-sports content. While Red Bull spends much of its $2 billion annual marketing budget on branded content, its YouTube channel is lapped by dozens of crowdculture start-ups with production budgets under $100,000. Indeed, Dude Perfect , the brainchild of five college jocks from Texas who make videos of trick shots and goofy improvised athletic feats, does far better.
They excel at coordinating and executing complex marketing programs across multiple markets around the world. But this organizational model leads to mediocrity when it comes to cultural innovation.Entertainment “properties”—performers, athletes, sports teams, films, television programs, and video games—are also hugely popular on social media. Across all the big platforms you’ll find the usual A-list of celebrities dominating.
Under Armour also followed Nike in dramatizing how übercompetitiveness, traditionally associated with masculinity, applied equally to women, broadcasting spots that showcased female athletes. The latest effort, “I Will What I Want,” pushed gender boundaries even further, challenging conventions in arenas where traditional ideals of femininity still reign.
Social media allows fans to create rich communities around entertainers, who interact directly with them in a barrage of tweets, pins, and posts. Sports teams now hire social media ambassadors to reach out to fans in real time during games, and once the game is over, the players send along insider photos and hold locker-room chats. Beyond the major platforms, new media sites like Vevo, SoundCloud, and Apple Music are spurring even more direct digital connections.
Whiskies compete to be perceived as upscale and masculine. In the 1950s the major brands sought to align themselves with the male ideal of the day: the sophisticated modern corporate executive. Jack Daniel’s, a small whiskey targeted to upper-middle-class men, was being trounced by the national competitors. How could it break through?
Jack Daniel’s quickly became the aspirational whiskey among urban upper-middle-class men; the branding converted its once-stigmatized location into a place where men were really men. Conventional models would never build a strategy centered on such a downscale version of masculinity. But in cultural branding, inverting marginal ideologies is one of the tricks of the trade.powerfully challenged it.
Canada Latest News, Canada Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Rupert Murdoch Contemplating Fox-News Corp. Merger (Report)The merger, if it happens, would recombine the media brands a decade after they split apart.
Read more »
Rupert Murdoch Contemplating Fox-News Corp. MergerNews Corp. saidit “has formed a Special Committee composed of independent and disinterested members of the Board” in order “to begin exploring a potential combination with Fox Corporation”
Read more »
Does a Picture Show a Divorcing Couple Dividing Up Beanie Babies?✅ True. This photo indeed shows a divorced couple dividing up their Beanie Babies on the floor of a courtroom in 1999.
Read more »
Negroni Sbagliato With Prosecco Has Claimed The Title Of The Internet’s Favorite Viral DrinkThis week, social media made me do this.
Read more »
Nicki Minaj not happy as Grammys kick 'Super Freaky Girl' out of rap categoryMinaj expressed her anger at being moved into the 'pop' category on social media tonight
Read more »