Browsing Tag

sponsorship

Dakarai Turner

How to Get Rich Off Memes: A Look into Sponsored Content and @FuckJerry’s Empire

May 9, 2017

Memes – A form of communication, entertainment, and everything in between. Chances are one of your favourite past times are browsing through Instagram/Twitter and tagging friends in memes. Am I right? We’ve spoken about meme culture on this platform before, and it goes without saying that they are at the core of the millennial generation. With that being said, can they be monetized?

@FuckJerry, an Instagram account thats boasts 12 million followers has become nothing short of a franchise of its own. Expanding into clothing, a social agency, a card game, a video channel, and so much more, all sitting under the Jerry Media umbrella which has other accounts such as @pizza, and @kanyedoingthings. Now if you’re just as surprised as I am, you’ll be even more shocked to know that an account like @FuckJerry charges at least $30k for a sponsored post. To put this in context, the page offers 6 to 7 million impressions per post and this is not only attractive, but expensive for advertisers.

The above post was a piece of Burger King sponsored content that when I saw for the first time, the last thought on my mind was that it was paid material. This is the opportunity that brands have in partnering with meme pages such as @FuckJerry. Although the name isn’t the most PG, loosely based off of Jerry Seinfield, their sponsored content appears organic as long as it’s presented in an amusing fashion. Will they be partnering with a Shampoo brand for example? Probably not as their content is going to work better with an edgier brand such as Jack in the Box or Burger King. 2 of their dozen clients.

Brands are subjected to the style of comedy that these pages emulate as well as their fan base that browse the page daily and love to make comments. You’ll get an unfiltered and raw post that has the opportunity to reach over 6 million people and receive 30k comments in one day. Last year, the page earned over $2M in revenue and Jerry Media as a whole is expanding quickly. From launching @JerryNews to expanding on Snapchat and other platforms extending their reach.

So will we start to see more frequent sponsored posts appear on the meme pages we all know and love? Considering how you probably never noticed all of the paid material on the @FuckJerry page, it won’t even matter at this point. If the material “fits in”, then it will be consumed the same.

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Dakarai Turner

How Ryan Lochte Sank: The Factor That Causes Brands to Drop Their Celebrity Partnerships

August 23, 2016

Brand and celebrity partnerships. They can be extremely lucrative for both parties, increase each parties platforms, and even boost sales (which is the point at the end of the day). Just look at the power couple of Nike and Michael Jordan. 30+ years later and still profitable for both the brand and the star. With that being said, this brings us to the most recent case of partnerships gone wrong: Ryan Lochte. If you haven’t heard of the recent news, due to the incidents that took place in Rio, with Ryan lying about a gas station incident, he has been losing his sponsorships by the hour. First, it was Speedo that ended a decade long partnership with the Olympic athlete in the following tweet:

Ryan Lochte SponsorsSecondly, Ralph Lauren put out a now deleted tweet that stated they would not be renewing their partnership with Ryan Lochte. Among the list of other sponsors that have publicly dropped Ryan include Airweave and Syneron-Candela. So the question is, is it necessary for them to pull the sponsorships? That is one thing that always sat in the back of my mind when situations such as this one come along. Celebrity does something stupid, the public gets mad, and the sponsors run for the hills. But what if they stayed? How long does the general public stay angry at a certain situation before it becomes old news, and in that time will they purchase less of a product based on who the brand endorses?

I am by no means condoning the behaviour of Ryan Lochte. However, I highly doubt Speedo sales would plummet because of their continual endorsement of the athlete. This makes you wonder if it even has anything to do with sales and rather the elimination of the potential risk. By separating yourself from the athlete, you are positioning your brand in a better light and showing that you are completely against the actions they took. On top of this, it is basically a domino effect. Meaning, Speedo was the first sponsor to back out, and if the rest had stuck around it would make them look terrible in comparison. The keeping up with the joneses of brand partnerships!

Ryan Lochte OlympicsThe reason this happens so often is the fact that in today’s age, the public voice is unignorable and extremely loud. A brand could not afford to stick with a celebrity that has clearly done something wrong. I mean, unless you’re Apple, since they can do anything they want, right? So would Speedo or Ralph Lauren’s sales drop if they kept Ryan Lochte? Who knows. However, the image they worked so hard to maintain would sink along with the Olympic swimmer.

I’d love to know your thoughts on this whole situation below!

 

Dakarai is an ambitious professional with a passion for advertising and marketing, who is currently completing an internship in account services for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect on LinkedIn to learn more about him.

Guest

The World of Not-for-Profit Marketing

May 13, 2016

Guest Article By: Jackie Heintzman

 

Whether it’s creating a national multi-media campaign for Coca Cola or a citywide social media campaign for a non-profit organization, all marketing has a similar end goal and similar difficulties. How do we reach our desired target market? How do we engage with our target market? And most importantly, how do we do all of this within the given budget. The budget is one of two main differences between non-profit marketing and for-profit marketing. The other difference being one is to encourage consumers to buy and the other is to encourage consumers to give.

jackie 1

 

The key to running a successful non-profit organization is to really utilize every dollar in the most efficient way possible. Since the majority of the money coming into this industry is from donations, grants and sponsorships it is important to spend effectively. Which means that the marketing and advertising budget is often quite low, making the creative team a crucial part in the success of an organization. Social media is a great way to gain awareness for the cause and to engage people and communities in conversation.

jackie 2

For large organizations such as Greenpeace, Canadian Cancer Society and WWF, it is much easier for them to have huge multi-media campaigns because they receive donations from all over the country, as well as large companies. When starting a non-profit organization from scratch however, it is a totally different story. For example, Music Can Heal is a non-profit organization founded in 2011 and has been slowly but surely growing over the last few years. The organization believes in healing through live music and provides both bedside and concert live music in hospitals and care homes. Being a marketing intern for this company has taught me that sponsorship and grant requests are really the starting point for any organization. Any printing costs for events, event space, musician fees and so much more add up quicker than you could imagine!

giphy

 

Once you’ve got a foot in the door of the world of sponsorship and grants the next step is to really cojackie 3nnect to your audience. Of course this is important in any type of marketing whether it be through humour, emotional appeal or just being relatable, it is definitely the way to grab your demographics’ attention. This is especially important for non-profit organizations and in most cases appealing to emotion is what drives the message home and brjackie 4ings in the donations and support.

To be a successful non-profit organization you must be ready to put all of your effort and heart into the cause. It can be a tedious task to get the sponsors and grants you need to manage the costs of the organization but there is nothing more fulfilling than dedicating your life to something that benefits other people. The marketing and advertising for this industry is tricky, you must have all your creative juices flowing in order to really engage consumers on a low budget but remember that the ones who are crazy enough to think they can change the world are the ones who can.

 

Jackie Heintzman is an energetic individual with a passion for life and all the world has to offer. She is a recent graduate of Humber’s Advertising and Marketing Program and plans to use the skills and knowledge learned to make an impact on the world. She is continuing her studies at University of Waterloo with a focus on environmental issues but hopes to one day combine the two degrees.

Dakarai Turner

All-Star Weekend: Where Advertising Happens

February 17, 2016

Being the huge basketball fan that I am, and a Toronto native, it was only mandatory that I be glued to my screen throughout All-Star Weekend. This is exactly what happened, and I loved every moment of it.

One thing I did notice though, was the huge amount of branding being shoved in my face almost every moment. The ads were very Super Bowl-esque in their extravagant nature, but even better since they involved the NBA players themselves.

I’ve put together some of the top sponsors throughout the weekend:

 

 KIA Motor-Sports

KIA is the first non-apparel brand to be featured on an NBA jersey, and this is a huge deal. Having your brand appear in essentially every picture taken of a player, and on every All-Star jersey available in retail stores across the U.S and Canadais the kind of publicity that must be worth the hefty price tag attached to it. Anyone that watches the NBA is aware of KIA’s branding due to the various commercials starring LeBron James, and the sponsorships, including Sunday Night’s All-Star Game, which is the main event of the weekend.

kia jersey

The 2016 West All-Star Jersey

 

 State Farm

Through the hilarious NBA commercials and sponsoring the State Farm All-Star Saturday Night, State Farm and their “Meet the Hoopers” campaign, which was debuted throughout the weekend has created a fun image for such a boring industry. Attaching themselves with NBA broadcasting is a fantastic way to reach a young, energetic, and tech savvy audience. Continuing this relationship is just as important. It will establish a sense of loyalty and recognition amongst NBA fans. When it comes time to think about auto, homeowners, or life insurance, take a guess which brand will be at the top of their mind? Well, I’m in Canada so it will probably be AllState.

Taco Bell, Foot Locker, and Verizon

taco bell skillsAll three of these brands were involved in sponsoring an event under the Saturday Night umbrella: the Taco Bell Skills Competition, the Foot Locker Three-Point Contest, and the Verizon Slam-Dunk Competition. Just about the only one that makes sense right off the bat would be Foot Locker, but hey Taco Bell has been a long time sponsor, so it’s basically tradition at this point.

Intel

Intel, the multinational technology company partnered with the NBA to provide 3D generated experiences of key moments throughout the game. Essentially every time there was a big dunk, or an elaborate play, they would cue to “the Intel instant replay and watch the 3D magic. This was through the use of “FreeD format” which uses 28 cameras and intel technology to recreate the video in 3D. Check out an example below:

Aside from some of the cringe worthy brand placements in otherwise normal sentences, All-Star weekend was undeniably a success. The NBA is doing something truly special in the moments that they create, for not only the players, but also the audiences and even brands they partner with.

Now if you’ll excuse me, I’m going to stop at a Taco Bell on my way to the KIA dealership, in my brand new Jordan shoes purchased at none other than Foot Locker.

 

Dakarai Turner is an ambitious professional with a passion for advertising and marketing. Armed with strategic thinking, people skills, and a cheeky smile, he is ready to get his career started in client relations for an advertising agency in Toronto. In his free time he will most likely be eating, browsing AdWeek, or studying Donald Draper. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect on LinkedIn to learn more about him.