Episode 162 Snippets: Brandon Berrio Helps Lead LSU Football’s Social Content Strategy and Operations Through a Dream Season

On episode 162 of the Digital and Social Media Sports Podcast, Neil chatted with Brandon Berrio, Associate Director – Creative and Digital Content for LSU Athletics.

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

How Ten Brands were Activating Paid Social Campaigns as Super Bowl Sunday Kicked Off

1.4 billion impressions on Twitter. 560 Instagram posts by stars of ‘The Bachelor.’ These are just a couple of the entries from this year’s article by Digiday (now seemingly an annual tradition) for what the same $5.6 million it costs to run a 30-second ad during the Super Bowl can buy a brand on social.

Super Bowl Sunday is one of the biggest days of the year for advertisers, as is the build-up to the day of the big game. And whether brands are forking over those millions for a spot on the screen during the game or not, activating on social is an essential part of the game plan to drive success before, during, and after the big day.

With that in mind, we checked out ten brands that were active on social media on Super Bowl Sunday, taking a unique angle (because there are plenty of places to read ad reviews) and looking specifically at what they were putting money behind, revealing a bit more behind their tactics and what they wanted to assure consumers saw in their feeds.

Jeep

Auto brand Jeep allowed their ad with Bill Murray to ‘leak’ early Sunday and they made sure it got into fans’ feeds with ad spend around a single Facebook/Instagram sponsored. They supplemented the ad, which saw Bill Murray return in his role made famous in the movie Groundhog Day, with plenty of other ongoing ads promoting their other vehicles. None, however, promoting the Jeep Gladiator that the ad does.

Frank’s RedHot

Hot sauce brand Frank’s RedHot usually cooks up something clever on social and this year was no different as their in-game strategy featured several prompts on Twitter that sought replies from users. They used Twitter ads primarily in advance of the game to push fans to the platform during the game, while they also had ads running that mentioned the ‘game day party’ with recipes that included their product. Note the video, the variation in orientation (i.e. suitable for Instagram Stories with the vertical version) and the thoughtful thumbnail to drive attention.

 

Bud Light

Bud Light, and the many brands under AB-InBev, is always active on Super Bowl Sunday and this year they continued their push into the seltzer category. They had several ads running on Sunday, one of which was video of the ad they’d show on TV, but many more that were looking to activate mobile users by helping them get delivery on this big game day. Note also, the care taken to personalize ads targeted by state, calling out ‘Hey Oregon,’ for example in the copy.

Doritos

Fans got a taste of TikTok with the Doritos ad campaign pitting the musician whose star rose on the short-form video platform, Lil Nas X, in a ‘Cool Ranch Dance’ challenge with actor Sam Elliott. They had several ad variations, leaning on video teasers, leading up to the big game, and calling out their celebrity stars in the copy. They also did a good job providing versions that were vertical in addition to square. We did not notice either of the ad’s two stars posting anything themselves leading up to the game, but Lil Nas X did post a tweet after the ad ran.

Avocados of Mexico

Every year there seems to be an Avocados of Mexico ad campaign and this year was one of its zaniest yet, introducing the #AvoNetwork, offering fans the chance to buy avocado-themed merchandise. Their ads had a call-to-action to get fans to sign up for their sweepstakes and bright, eye-catching colors to stop thumbs in the feed. They also had ad versions out there to promote their product’s prominent placement in any gameday spread.

Hyundai

Leading up to the game, Hyundai was not too active with ads promoting their commercial, which called out their “Smaht Pahking,” using well-known actors with their hyperbolic Boston accents. While their Twitter bio was updated, the ads they were running were the typical car ads and even after the game, there were no promoted posts or ads reinforcing their commercial. That said, they did release their commercial on YouTube a week earlier and it now has 38M views.

Kia

Auto brand Kia is often present around major sporting events and for the Super Bowl they enlisted Las Vegas Raiders running back Josh Jacobs and activated his story of overcoming adversity, going from homeless to star player. They ran several ad variations to promote the actual spot and reinforce the mission behind it of combating youth homelessness. The campaign was strengthened thanks to a steady stream of promoted tweets from Jacobs himself leading up to the game, though after the spot ran, he retweeted Kia’s old tweet instead of natively tweeting the video himself.

Olay

Olay enlisted multiple strong female stars to activate their campaign #MakeSpaceForWomen, championing females and STEM, including a partnership with Girls Who Code, in which tweets equaled donations. The brand spent to get ads from their talent into more feeds and the promoted tweets led more veracity to the campaign; it’s true and often stated users trust people more than brands.

Pop-Tarts

Pop-Tarts teamed up with Queer Eye star Jonathan Van Ness to promote their Pop-Tarts Pretzel new product and they put their social media ad dollars to good use to boost up what their endorser Van Ness was doing. If a brand is going to spend millions to put together a campaign and hire a celebrity endorser, it makes sense to let him be the genuine face of it and to spend to get his face and his content out there more. Their ads also featured calls-to-action, whether it was to watch their live broadcast during the Super Bowl or check out the new product in a video or link.

Mountain Dew

It was a remake of the famous shower scene in the movie Psycho that formed the backbone of Mountain Dew’s commercial and campaign, seeking to teach users that Mountain Dew Zero Sugar, like their new version of Hitchcock’s famous movie, is ‘as good as the original, maybe even better.’ They spent budget leading up to the game teasing their commercial spot and notably included one video that had captions and one without. They also took care to provide different specs for the different placements. Those weren’t the only ads they were running, though, as they were also promoting a mobile game, which was centered around a different product than Zero Sugar, in this case Mountain Dew Amp Game Fuel.

Super Bowl Sunday is like a national holiday for marketers, watching campaigns come to life, messaging resonate or fall flat, and seeing tactics play out in real-time, especially in the ubiquitous feeds so many fans are checking and scrolling throughout the day. It’s no longer just about putting out a TV ad and crossing one’s fingers, there are so many channels to augment an advertising campaign, so many more ways to reach and engage consumers, and so many opportunities to activate the celebrities that pepper these promos.

Episode 161 Snippets: Ryan Delgado on how Tampa Bay Rays Baseball Executes on Social and Leans into their Brand

On episode 161 of the Digital and Social Media Sports Podcast, Neil chatted with Ryan Delgado, Manager of Digital Marketing and Creative Services for the Tampa Bay Rays.

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

Episode 160 Snippets: Andrew Brewster Developed a Michigan State Athletics Blog for USA Today While also Working a Full-Time Job

On episode 160 of the Digital and Social Media Sports Podcast, Neil chatted with Andrew Brewster, Editor, SpartansWire (Michigan State Athletics blog for USA Today).

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

How Hitachi US Activated their IndyCar Sponsorship with Social Media Works of Art

It’s never been easier for a brand to tell its story in this era of digital and social media. But it has also never been more difficult to drive people to actually engage with and relate to those stories.

Brands can pay for attention – as they’ve been able to do for decades – but those that are ahead of the curve today aren’t creating ads that interrupt, they’re creating content that inspires. They’re not engaging in standard ‘best practices,’ they’re creating what’s next – the best practices of tomorrow.

For years, Hitachi Motorsports has been lauded for their forward-thinking tech like their fuel injectors, which plays out each week fueling every car in the IndyCar series, but as the 2019 season approached, the global brand knew they had an opportunity to push their sponsorship and reach further, engaging consumers like never before. As Hitachi headed into what would prove to be a monumental second year with driver Josef Newgarden, they collaborated with digital agency MKTG to activate with the inventive speed, innovation and teamwork that the Hitachi Motorsports brand represents.

Hitachi has activated their Indycar racing sponsorship across digital with MKTG since 2014, and this year they created the brand’s new racing handle on Instagram, allowing Hitachi Motorsports to connect with a highly visual audience via inspirational, original visual storytelling – a feed-first essential to inspire in our social media, feed-first world of 2019.

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We knew our microsite for Hitachi Motorsports US, which details the racing partnership and celebrates Josef Newgarden all season long wouldn’t be enough,” said Gavin Blawie, Senior Vice President – Strategy and Digital at MKTG. “We also wanted to push Hitachi Motorsports and Josef’s winning season story on Instagram with original, shareable stories as told by multiple artists working in partnership with the brand.”

When it comes to capturing attention and engagement in the feed, eye-catching, aesthetically awesome content reigns supreme, particularly the visual-first mediums like Instagram. Hitachi Motorsports has created inspiring content for years, but with the new Instagram account the opportunity for break through work led to Hitachi’s Artist of the Race Series – a season-long celebration of Josef, his story, and the sport through visually stunning, original brand content by a recruited roster of talented artists built to stand out in the feed. The agency brought on a group of elite artists to create their interpretations of Newgarden and the ongoing story of his drive to a championship IndyCar season. Each race meant the unveiling of something fans had never seen before, representing Newgarden and the excitement and precision playing out on each of the unique tracks around the continent. The campaign was led at MKTG by Elliot Gerard, Vice President and Creative Director at the agency, and the veteran creative noted the goal wasn’t just about eye-catching art, but visualizing the thrilling IndyCar season. [articles continues below examples + artist comments]

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In-Depth: A closer look at the Artist of the Race Series (Check out Hitachi Motorsports on IG)

MKTG’s Elliot Gerard worked with racer Josef Newgarden to create a piece for the St. Pete race which started the journey of the Artist of the Race Series:

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To celebrate Newgardens success in St. Petersburg we created an illustration that captured the spirit of the race and energy of his winning moment. After starting the artwork, we gave Newgarden himself an opportunity to complete the piece. This collaboration with Newgarden inspired us to develop the Artist of the Race Series. Sparking the journey of working with talented artists all across the world.” -Gerard, United States.

Artist Joseph Alessio’s work represented the Toronto race and explains the thought that went into every detail:

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For the Honda Indy Toronto, I wanted to take a hand-crafted but graphic approach, incorporating a few different scenes. Toronto is a bold and colorful city, so the piece leans into bold colors, drawn from the Hitachi Indycar livery—such as creating a geometric paper craft centerpiece evoking Toronto landmarks, paired with body paint to create a monochrome effect. The tire smoke is just carefully arranged bits of cotton batting, with a blue light from the left to give it some depth—the result is fun but the glamorous process consisted of obsessively pinching and pulling a tiny bit of cotton between frames! While the process was intensive, the materials were simple—a lot can be done with paper, lighting and a bit of tape! Relying on a couple bold colors and flat surfaces worked well to bridge the gap between graphic and handmade. Between paper shapes, a bit of body tape, a couple of backdrops and a whole lot of frames, the handful of scenes came together to create a dynamic stop motion video.” -Alessio, United States.

Dariusz Ejkiewicz had the challenge of illustrating the Indy 500:

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As a part of the general idea that I came up with using torn paper and scratched elements I was tasked with creating a physical piece of artwork. That artwork was done for The Artist of the Race. I wanted to reverse the process, pretty much creating a piece of artwork that was built from pieces of torn paper, stars, framing, stitches and tape.he whole idea was an interesting process that became very satisfying and in the end the piece I have created was something refreshing for my process. I am very happy that I was a part of this special project. -Ejkiewicz, Poland.

Ann Chen created a masterpiece for Portland:

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As a lettering artist, I knew right away I wanted to highlight the driver’s name as the focus of the design while portraying some key elements of Portland, as the location is fairly new for IndyCar. The direction I received called for a celebration of the race in Portland. I started off with a loose sketch showing lush greenery against a cityscape with the iconic white stag from the Portland Oregon sign sitting at the peak of a triangle that represents Mount Hood. With Josef’s name, I went for a bold script lettering with sharp edges and big curves and a finer script for the name of the race. My favorite part of the illustration is how the letter “L” in Portland is extended to become the track for the Hitachi race car. I love working with bright colors and Hitachi’s brand color, red and black were perfect for creating strong contrast in the palette. My personal style includes using shapes to create a feeling of energy and excitement, which is why I chose to include a confetti of curved triangles and circles throughout the piece. The entire illustration was created using an ipad and drawing app, Procreate.” -Chen, United States.

John Boyce celebrated Team Penske at the Chevrolet Detroit Grand Prix:

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Working with MKTG on the Hitachi artist of Race series was great. It was a sport I wasn’t to familiar with but while finding elements to be apart of the artwork, it was cool to learn about Josef Newgarden and how he dominates.” -Boyce, United States.

Sabeena Karnik set up the season finale at Laguna Seca:

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The instant idea was to have the Indycar showcased in the artwork made with paper and the win. Creating the letter H was my original goal which was also backed by the agency that I worked with. [MKTG] sent me imagery associated with the event along with suggestions of using some landmark locations at Monterey California espe-cially the corkscrew curve/bend which I tried incorporating in the piece. I wanted to do a time lapse video to showcase something created very fast to go with the idea of speed and racing so that the entire process with paper layers is clearly visible. Hopefully the fast video was someway in sync with the [race]. – Karnik, India.

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“It wasn’t just about creating cool content for the feed,” said Gerard. “It’s about the various creative voices working together to bring Hitachi Motorsports to life, resulting in a powerful message about how each of these artists connected with Hitachi Motorsports, these incredible races, and Josef at the wheel. And then how they translated those feelings into these fantastic pieces that just pop out of the feed. It was exactly what we’d hoped for and it really speaks to Hitachi’s brand mission of Inspiring the Next.”

MKTG recognized the opportunity Hitachi Motorsports was giving them, wanting to collaborate on something extraordinary, a campaign with emotion-infused KPIs with creative placed largely in the hands of talented independent artists. But both sides had the longstanding relationship and the mutual understanding that Newgarden’s success and notoriety presented an opportunity for the Hitachi Motorsports brand to do something special.

“Hitachi is a trusted client who gives us as an agency the trust and opportunity to push the content game, and really play in the area of what is next,” said Blawie, who has worked with Hitachi Motorsports throughout his tenure at MKTG. “Hitachi is a historically important brand and their Indycar sponsorship is a proven driver of relevance and technology showcase. Along with Josef’s rapid ascendance in this sport, this was such an exciting project that everybody wanted to work on.”

Hitachi’s technology powers and enables some of the world’s greatest innovations – including fueling the thrilling IndyCar race – but such high-level tech isn’t readily relatable and necessarily amenable to social media. But spend a minute and browse the Hitachi US Motorsports feed on Instagram, and the inspiring take on tech and winning track record begs to differ. Because marketing and advertising is in a new era, and brand activation means storytelling in ways that haven’t been done before, pressing down on the throttle to speed ahead of the pack to what’s next.

 

Watch the video below to see more of Hitachi Motorsports Artist of the Race Series!

 

Episode 157 Snippets: Kendall Baker on Telling the Stories of Every Day in Sports for Axios

On episode 157 of the Digital and Social Media Sports Podcast, Neil chatted with Kendall Baker, Sports Editor for Axios.

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

Episode 156 Snippets: Ty Rogers on the Keys to Great Sports Content and Creative

On episode 156 of the Digital and Social Media Sports Podcast, Neil chatted with Ty Rogers, Freelance Content Creator formerly with Michigan/Duke/Indiana Athletics.

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

Episode 155 Snippets: Alexandra Willis Serves Up Aces for Wimbledon’s Digital and Social Content + Communications Strategy

On episode 155 of the Digital and Social Media Sports Podcast, Neil chatted with Alexandra Willis, Senior Manager – Digital Media for Wimbledon and the AELTC.

What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

Episode 154 Snippets: Chris Gehring Brings the Personality and Personalities of the Washington Wizards to Life on Social Media

On episode 154 of the Digital and Social Media Sports Podcast, Neil chatted with Chris Gehring, Senior Manager – Digital Media for the Washington Wizards. What follows are some snippets from the episode. Click Here to listen to the full episode or check it out and subscribe in iTunes or Stitcher.

Advertising Week NYC 2019 Recap

In September 2019, Advertising Week held its New York conference, bringing together several thoughts leaders and practitioners from the world of advertising.

What follows is a collection of the best quotes, stats, insights, and observations shared from the event via Twitter #AWNewYork. Thanks to everyone whose tweets helped fuel this recap and for Advertising Week for putting together a great event!