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Weekly Recap

Weekly Recap: December 2 – December 8

December 8, 2017

With the world of advertising and marketing moving so quickly, it can be hard to keep up with trends, ads, and more. Not to worry, we have you covered. This week, we recapped some of our favourite ads that happened throughout the week. Enjoy!

Written by Dakarai and Malick

Frank And Oak Celebrates Diversity

D: The clothing brand has recently released their “And” collection supported by a 90 second online video. The And collection offers t-shirts, sweaters, and other materials in a unisex fashion, meant to support diversity and the differences we all have. This is certainly a switch in messaging for the brand who will usually have product and utility focused messaging, while this campaign focuses on people and emotions. With the retailer recently jumping in the female clothing space, a unisex campaign like this goes a long way in showing that they don’t just offer men’s clothes and that they are truly a brand for everyone. The 90 second spot itself is a work of art. It features groups of diverse people and the voiceover is a poem from hip-hop artist Cadence Weapon. Be sure to check it out below.

 

ESPN Millennial Ratings Boost

M: Who says that cable cutting is a bad thing? ESPN has reported that their millennial ratings have gone up 33%. This is a result of transitioning to Nielsen’s total live audience member metric which combines streaming and out-of-home viewing along with traditional channels. This is huge. Why? It shows that young people are still watching sports and tuning into their favourite networks – just in a non-traditional way. Myself included, I can’t remember the last time I watched a game on TV without streaming it. What could this mean in the future? More accessibility on mobile devices to live sports, or in other non-traditional out of home environments. I think this is pretty legit considering it furthers the case of avoiding purchasing traditional TV packages for the sake of a few channels. In the future, I’d like to see more streaming services on mobile/out-of-home methods provided by larger networks, rather than illegal streaming sites. Only time will tell.

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap: November 18 – November 24

November 24, 2017

With the world of advertising and marketing moving so quickly, it can be hard to keep up with trends, ads, and more. Not to worry, we have you covered. This week, we recapped some of our favourite ads that happened throughout the week. Enjoy!

Written by Malick, Dakarai, and Nick

Apple gets in the holiday spirit with “Sway”.

D: The brand recently debuted their 90 second holiday commercial, “Sway”. It tells the classic story of boy meets girl, love at first sight, and all that jazz while also shedding light on a product benefit. The story follows a woman walking the cold and snowy streets. She stops to play the music on her phone and we see that she is sporting the Apple AirPods (wireless earbuds). While dancing to the tunes like she’s in her own world she bumps into a man that catches her eye. The woman takes one of her earbuds out and places it in his ear, and they begin dancing together like they’ve known each other for an eternity. It’s a great feel good spot in time for the holiday’s which does a great job demonstrating the AirPods. I mean, you never know when you’ll need to lend your soulmate an earbud, right?

M: At the end of the day, this ad is supposed to sell headphones, but makes a strong case for effective storytelling in advertising. I get certain brands try to be as tactical as possible and drive hard hitting messages, but this kind of emotional advertising breaks through so much clutter that exists this time of year. The importance of emotional advertising is underrated. It’s easy to always want to push sales especially considering this time of year when the goal is to make as much moola as possible. Honestly, this is one of my favourite Holiday spots of the year. Check it out below:

 

Sports Experts puts Montréal residents to the test

D: Did you know that 85% of people in Montréal choose the escalator over the stairs in their Metro transit? Okay, maybe that’s not surprising at all. However, Canadian sports retailer, Sports Experts capitalized on this problem by installing a digital activation in the steepest Metro subway station. The activation scans your body heat and is able to detect if you walked up the 200 stairs or if you simply took the escalator to the top. “The Thermal Discount” gave those brave enough to take the stairs discounts to Sports Experts based on the amount they sweat. This of course prompted many people to run up and down the stairs in hopes that they could increase their discount. At the end of the day, it’s a fun interactive idea that gets people in your store. I can confidently say that I would have tried this way too many times.

Amazon Gets Physical on Black Friday

N: Retail behemoth Amazon made its mark pioneering online retail.  They disrupted the idea that stores need an actual storefront.  And they’re disrupting the storefront again – pulling a 180 at the same time.

Their ‘Home of Black Friday’ pop-up in London could be the next step in the evolution of a store.  Because it’s less a store than it is an experience – admittedly an overused marketing trope, but it rings true.  And Amazon takes that idea into hyperdrive with their “store”.

The big one is QR codes, allowing consumers to scan and visit the product page while simultaneously inspecting the actual product – a true integration of the physical and digital shopping experiences.  Orders can then be delivered at home or in-store (within two hours).  Amazon also offers master classes, tastings, small business workshops, and product tutorials.  Designed to feel like a house, people can browse thematically while engaging with products in a natural setting – an idea borrowed from the likes of Ikea.

This may just feel like a pop-up, but don’t be surprised if this starts a trend for physical stores.

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Dakarai Turner

Adidas Jumps Over Jordan Brand for the Number Two Spot

October 24, 2017

Last month, it was reported that Adidas has officially passed the Nike owned Jordan brand as the #2 most popular athletic shoe brand in the U.S, with the #1 spot belonging to Nike. So why should you care? This is a pure example of just how far a proper product can take you. Throughout my whole life when the thought of sneakers came up it was pretty much Jordan and Nike up on a cliff and all of the others (Puma, Adidas, Sketchers, Converse, etc) so far down they barely made the conversation. I have vivid memories of the first days of school where everyone sported a fresh pair of Nike’s or Jordan’s. Whether it was basketball shoes, running shoes, or a casual pair, Nike was the shoe on everyone’s mind. Until now.

Although Nike still has the #1 spot, Adidas was able to make a name for themselves and disrupt the footwear market in 2017. In the first quarter of 2017, the brand pulled in $6.4 Billion which is an 18.9% increase compared to the previous year. What helped drive this growth? Sneakers such as the Superstar (photo below), the NMD Runner, the Tubular Shadow, the Alpha Bounce, and the Stan Smith. It’s certainly worth noting that last year for the first time in over a decade, Nike did not have the highest selling sneaker in the U.S. This spot belonged to the classic Adidas Superstar. One of the first steps in the Adidas takeover.

On top of simply great products that capitalize on the current sneaker trends, Adidas has also leveraged celebrity partnerships such as their highly successful Air Yeezy line of shoes with Kanye West. Often seen as the reason why Adidas is currently #2, although this isn’t exactly the case. I think if anything Kanye West has elevated the overall perception of the brand, which is difficult to attribute to direct sales figures. However, the brand has seen a bigger push with their classic Superstar and Stan Smith shoes.

Although Adidas still has a long way to go before taking over the #1 spot in North America, it is still quite impressive to see how fast they’ve grown considering Nike is like the Coca Cola of the footwear market. This meaning it’s a brand that is widely recognized as the leader in their category that is also seen as the brand that will forever reign supreme. The exciting part about two companies going head to head is that the products they deliver will simply get better. The engineering behind the shoes will be elevated, the marketing campaigns attached with every shoe release will be on point, and the brand’s will continue to push the culture forward. If I’m speaking from personal experiences, my last few shoe purchases have all been Adidas and it might just be a result of seeing them around more often.

What do you guys think? Could you see Adidas taking passing Nike in the near future?

 

 

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.

Weekly Recap

Weekly Recap (August 26-September 1)

September 1, 2017

In the world of advertising and marketing, a lot can happen in a week-not to worry, we have you covered. Check out some of the biggest trends, ads, and stories that have happened this week in our recap below!

Written by: Malick, Nick, and Dak

Houston Relief

M: While this isn’t necessarily a specific ad, I had to write about it. As we are all very aware, the flooding that’s happening right now in Houston is devastating. People are forced to flee their homes to save themselves. Charity organizations like The Red Cross are currently raising funds to help those in need, but one of the most amazing things I’ve seen is the number of celebrities pulling together to donate their earnings and bring awareness to the cause. Celebrities like The Rock, Kevin Hart, and most notable Texans super star J.J Watt have raised millions of dollars to help those in need. Watt in particular raising over $10 million. What I found amazing about what I’m seeing is that they are turning it into a challenge where they call out other celebrities to step up and help too. I’ve seen a number of these challenges that don’t really push people to do anything meaningful, but it was nice to see actually helping people turn into a trend.

York Region Removes Ad After Public Backlash

D: York Region, a municipality within the GTA recently released a public health campaign. However, one of the particular ads stood out as it appeared to be victim blaming women that are sexually assaulted. The out-of-home ad shows a shocked girl looking at her phone with Instagram screengrabs below of posts by men that were partying. Check out the caption below..yikes! After the immediate social media backlash, York Region announced on Twitter they will be removing the ad and they issued an apology. If you had to be reminded, this is what the power of social media and an upset audience brings.

Diversity and German Supermarkets

M: Diversity is strength-there’s no disputing it. With immigration tension rising all over the world, a German supermarket proved that without immigrants and diversity, we would be worse off. To emphasize the importance of diversity and acceptance, Edeka (the German supermarket) emptied it’s inventory of all foreign made products. Images of the store’s bare shelves went viral as it really put immigration and the importance of global diversity into a context that everyone can understand. I think this is fantastic-and I would like to see the same thing happen here in Canada. With tension surrounding out borders rises, a method like this really helps people understand that immigrants have built this country and bring so much with them. I love it.

The Air Canada Centre Gets a New Name

N: Well, damn. The marketing brass at MLSE earned themselves some hefty bonus cheques this week courtesy of a new naming rights deal for their main venue. The Air Canada Centre (or ACC) will no longer be the Air Canada Centre (or ACC). Instead Toronto will be going to events at Scotiabank Arena (though we’ll probably still call it the ACC). The 20-year deal went for a whopping $800 million. That’s $40 million per year if you don’t want to pull out your calculator. For contrast, Air Canada paid $4 million for the previous deal signed in 1999.

This is exactly as outrageous as it sounds. Scroll to the bottom of this article from last year for some comparisons. Is the ACC (yes, the ACC) actually worth twice as much as some of the other venue giants in North America? Seems like a long shot.

 

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap (August 19 – August 25)

August 25, 2017

It’s been a crazy week in the world of advertising and marketing. Not to worry, we got you covered. Check out our weekly recap that highlights some of the best, worst, and hottest in what’s going down in the industry for the week!

Written by Dakarai, Nick, Bledar, and Malick

Cricket Wireless Brings the Fans to John Cena

D: Get ready to tear up a bit! Cricket Wireless, owned by AT&T put together a video with their celebrity partner and WWE wrestler, John Cena. For those of you who don’t know, he’s known for his positive attitude with the position of “never give up”. What started as a video of him reading fan letters, you eventually see that all of the writers behind each letter are hiding in a room waiting to surprise Cena in person. After reading about the story of a young fan that used the slogan “never give up” to help his mother beat cancer, John Cena was surprised with the boy standing right in front of him. This is one of those heartfelt videos that really pulls on your emotions and for this reason there is no secret as to why it has reached over 60M views and has been shared over 1M times. This video is great for Cricket Wireless because even though they may not get another customer as a result of the video, their pre-existing customers will feel better about their selection. Grab a box of tissues and check out the video below.

 

Kyrie Irving Leaves the Cavs. 2k Sports Scrambles.

N: Sometimes marketing decisions need to happen on the fly. News drops, and a company needs to adjust. And sometimes that needs to happen fast. Case in point: 2K Sports and their NBA 2K18 dilemma. On June 1st, Kyrie Irving was announced as the cover athlete for the latest for NBA 2K18. Photo shoot done. Cover designed. Rollout prepped. Irving looked sharp, donning his crisp Cleveland Cavaliers uniform. Plenty of time before the official release date of September 19th.

On August 22nd Irving was traded to the Boston Celtics, leaving four weeks for 2K Sports to react and adapt. After an initially witty response, how should they move forward? Do they scramble to replace the cover with Irving in his new threads? Or with a different athlete entirely? Do they release the already produced copies as “novelty” items? And then re-release with a new cover? Or do they just leave things as-is?

 

IKEA – Enough

B: IKEA has been a place to get cheap hotdogs, Lingonberry sauce, and most importantly cheap furniture. With storytelling being a vital part in how advertisers and marketers attempt to reach their target audiences. I can safely assume that a lot of us have had an IKEA shopping experience or two, usually being fun and having some sort of purpose. The IKEA- Enough ad isn’t ground breaking or unheard of, it is simple, honest and relatable. The premise of the video is that an average family, being unorganized, messy and then pulling together to clean up their house.  In the same context in how building IKEA furniture, unorganized, messy and somehow takes an entire family to build a nightstand.

Walmart and Google Partner on voice-powered shopping

M: The story of online retailing continues to grow. Recently, Walmart and Google have announced a deal that will allow you to order products online through a voice commanding system. Google Express users will be able to order products through the Express website, app, or devices equipped with Google Assistant. Retail is getting easier and easier and I really think this is just the tip of the iceberg. I think eventually this can stem into larger retailers in Canada and provide extreme benefit to those who have a mobile-first approach to shopping. Really interesting to see! I think this will definitely push the sales of Google Assistant and other voice-recognizing technologies.

 

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Guest

NBA Legend Charles Barkley: New Spokesperson for the…NHL?

June 30, 2017

Guest Article By: Shaun Ferguson

 

The NBA has some of the most outspoken players of any major sport, and that’s a good thing… for the NHL.In the past year, current and former NBA players, coaches, and personalities have been some of the most outspoken people in sports. LeBron James formally endorsed Hillary Clinton for president, Russell Westbrook has called Kevin Durant a cupcake, and of course, Lavar Ball…nothing else needs to be said.

All of these crazy personalities all fighting for air time, is usually a good thing for the NBA. People are interested in celebrities and when they do crazy things, people pay attention. This is part of what makes the NBA such a marketable sport, the reality t.v like voices that go along with it. That plan goes a little awry when one of those voices jumps ship however.

Charles Barkley, one of the most outspoken players of all time, has declared his love for the NHL and his pity for the NBA.

That’s right, even Charles Barkley, a man who was paid to play professional basketball and is now paid by TNT to watch and comment on pro basketball, is sick of the NBA playoffs. And the NHL is taking full advantage.

It is no secret that the NBA playoffs where not the most exciting. Besides the finals, the NBA playoffs where a cakewalk for the Cleveland Cavaliers and Golden State Warriors. Meanwhile the NHL Playoffs were filled with excitement, and Charles Barkley took notice.

“I’m just glad to be here because the NBA playoffs have not been great, while the Stanley Cup playoffs have been amazing,” Barkley told Mike Milbury of NBC in a live interview during game four of the Cup finals.

Barkley also told ESPN that hockey analyst Barry Melrose was the “best analyst on television,” said that NBA players are “wussies” unlike NHL players, and in a press conference with Wayne Gretzky said that the best part of his job this spring has been being able to watch the NHL playoffs while in the studio. This was the outspoken voice the NHL had been waiting for.

In hockey, and in the NHL this would never happen. Charles Barkley is well-known for his famous Nike commercial in which he proclaimed “I am not a role model.” Well, that’s the exact opposite of what NHL players are taught to believe. NHL players rarely say anything bad about the league that has given them so much and are taught from day one to be humble.

This is a double-edged sword as the NHL rarely has bad press due to players, but it also means you get the same generic answers from players every night. The same boring answers about teamwork are uninteresting to people. But, when you have people like Lavar Ball in the NBA telling Michael Jordan he would beat him one on one, now that gets people excited. The NBA’s philosophy is more of a “any press is good press” deal.

Gary Bettman and the NHL, forever grateful for a spokesperson like Barkley, personally invited him to game four of the Cup final in Nashville and made sure to get Barkley enough TV time to brag about the NHL playoffs. Between a press conference with Gretzky, and interviews with NBC and CBC, Barkley somehow found time to watch the actual game.

It would seem that the good press from Barkley paid off for the NHL as ratings for the Cup final were the highest ever for a final without any of the original six teams. That seems like an even bigger deal when you consider that Nashville is considered a “non-hockey” market and Pittsburgh is a smaller hockey market.

Hockey may never be as big of a worldwide market as basketball, and may never have the outspoken players like the NBA. But they needed someone to be a spokesperson that is willing to say controversial things to attract attention and press, someone like Charles Barkley.

 

Shaun Ferguson is currently completing his honours degree in Media, Information, and Technoculture (MIT) at Western University. Shaun has worked in various marketing roles since he graduated high school and currently works at an ad-tech company in Toronto. Shaun loves anything sports related and can be found watching or playing sports, writing, or travelling in his free time. Follow him on LinkedInFacebookTwitter and Instagram

Weekly Recap

Weekly Recap (April 29 – May 5)

May 5, 2017

Written By: Malick, Dakarai, and Kathleen

As advertisers gear up for summer, you can expect a lot of action in the coming months. Not to worry, as usual The MAD Mix has you covered for the hottest trends, ads, and more. Check out the latest in the advertising and marketing world in our weekly recap below:

 

Nike-Breaking2 

M: If you follow this platform regularly, you’ll know that Nike is a favourite of ours. From quality production to delivering a solid product, they seem to do no wrong in their advertising. In their latest endeavour, Nike has spent time creating one of the most innovative running shoes they’ve created to date. The purpose? Tomorrow, Nike and people form all around the world will attempt to break the two-hour marathon running record. The shoe that they’ve designed has so much technology invested in it that they want to encourage people to do that feat using their new shoe titled “The Nike Zoom Vaporfly 4%”. This marathon is all apart of Nike’s constant desire to push the limits of human athleticism time and time again, and if there’s any shoe to do it, it’s this one. Check out the spot they’ve created for it below. Anyone else want to give it a go?

 

Spotify Awkward Family Moments

K: We all have a song that is attached to a moment or event that happened in our life. Whenever you hear the song it reminds you of that specific time that you will probably never forget. It can either make you happy or sad whenever you hear it. Spotify needed a way to promote their family plan, so what better way than to tie it with your emotions? Spotify decided to play on that but relate it to family moments, more specifically awkward family moments. Some people might find them too sexual but I think it is funny especially the second one. Check out the two videos below.

 
The Sunny Co Bikini Giveaway

D: If you live in the U.S, chances are your Instagram feed was absolutely covered with the same picture of a model in a red bikini. For those of you that are completely lost right now, a swimsuit company by the name of Sunny Co decided to announce a 24-hour giveaway on Instagram a couple of days ago. The now deleted post asked consumers to repost the picture of a model wearing the bikini and tag the brand in order to receive the usual $65 swimsuit for the price of only shipping and handling.

If you can’t already predict what happens next, tens of thousands of people reposted the image, and this ultimately revealed the lack of preparation behind the whole promotion. Following this, Sunny Co decided it would be a great idea to update the conditions of the deal on their website and included a note that stated the company “[reserved] the right to cap the promotion if they deem necessary.”. As you can imagine, they got torn a part on social media and hopefully this serves as a lesson for brands. The whole thing comes off as very “fyre fest-ish”. In the sense of complete unprepared bait and switch tactics or plain negligence. From unknown to hated in 24 hours. But hey, at least people know their name now right? Check out some of the best meme’s below.

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on Facebook, Instagram, and Twitter

Guest

And Now We’re Moving to Las Vegas? NHL Marketing in the United States

April 14, 2017

Advertising hockey to Canadians is an easy task. Look at CBC’s opening montage for the 2017 NHL playoffs. Whenever you turn on a television in a Canadian household, you are most likely going to see NHL superstars Connor McDavid, Sidney Crosby or Carey Price in a commercial. Even class NHL superstars like Wayne Gretzky or Mark Messier appear in commercials regularly. This is exaggeration but these marketing tactics have a tendency to stick with Canadians.

How about the United States? Are they as into hockey as us Canadians?  Definitely not. This might have something to do with having teams in Carolina, Arizona, and Sunrise. In addition, the NHL is expanding its product to Las Vegas! Yes, Las Vegas – a city notorious for gambling, partying and tourist activity will now have its own hockey team. Why Gary Bettman (the NHL commissioner) and his advisors decided this is a good idea is beyond the scope of any rational hockey fan.

Furthermore, for those who are unaware, the NHL is banning players from going to the 2018 Winter Olympics in South Korea. Players like Erik Karlsson and Alex Ovechkin were disappointed at the decision. This is detrimental because it refuses to spread the game worldwide. If you want the world to see your product, you have to send your best players to dress up for their countries.

For hockey, in the warmer climates, the Florida Panthers had the actor Kevin Spacey, a fantastic actor support them with their Spacey Masks. The Panthers were still 24th in attendance last year and 26th this year. They have an active 40 year old veteran that won’t retire playing some of his best hockey in Jaromir Jagr, young studs in Aleksandor Barkov, Aaron Ekblad and Jonathan Hubrdeau. The team still does not fare well.

The Carolina Hurricanes and Arizona Coyotes have also been abysmal with attendance figures ranking 30th and 29th respectively. This article written by Justin Grilliand on the Hurricanes blog illustrates the poor job of how the NHL and Carolina have advertised their product. It does not seem that the NHL cares about the fans of these small market teams. In Glendale, you have the threat of the team relocating, taxpayers becoming infuriated to keep them there and the whole organization aside from general manger and direction, is a mess. If you want more insight into this, I highly suggest taking a look at this article written by Neil DeMausse. Let’s compare how the NBA markets themselves to American fans.

Basketball gets the figures, the attendance and the viewership even when the team is poor. For example, the Los Angeles Lakers are having a historically poor run in the last three years, yet they sell out Staples Center on almost every night. Commercials for the NBA market themselves absolutely brilliantly. Joel Embiid, ‘The Process’ plays for the lowly Philadephia 76ers yet he’s featured in basketballs in his hands for a jolly rancher commercial. Expanding the conversation even further, we can see how smaller markets cater to fans and individuals interested in the sport.

The Utah Jazz and Oklahoma City Thunder come to mind. The Utah Jazz had a commercial with Gordon Hayward – the Jazz superstar did with his wife and kid. The commercial promoted feminism, family and the NBA product. Another example is Oklahoma City Thunder. Their team saw Kevin Durant – arguably a top 5 player in the NBA, depart to ball with Steph Curry and the gang in Oakland. Yet, the fans still care about the team. This is because Russell Westbrook is promoted regularly and his jersey sales are extremely high. The NBA actively advertises products which interests the smaller markets and fans.

The NHL should take a page out of their books. If you are expanding teams to sunshine and tourist states, you have to allow for fans to be engaged within the community. In case you were unaware, Quebec City and Seattle are desperate for hockey. They are prepared. If you want money and fans, go there. If you want success in cities, let the fans know you are willing to compromise. Speaking of which, does anyone remember the Atlanta Trashers? Hey Bettman, how’d that go? Nice one, mate.

 

Boyan Antonov is a recent Carleton University graduate currently trying to figure out what to with his life. He has a heavy interest in sports specifically football (soccer), hockey and basketball. With interest comes opinions, and he wants them to be heard. For all things sports, swag, and more, follow him on instagram.

Dakarai Turner

Super Bowl Ads: Do You Get What You Pay For?

February 7, 2017

The Super Bowl – A time where just about everyone becomes a football fan. Whether that is for the parties that form around the big game filled with endless snacks and booze, the spectacular half time performance, or if you’re in advertising…the ads. It goes without saying that brands who choose to advertise during the Super Bowl are benefiting from the reach potential and on an awareness level. With just about 111.3 million average viewers tuning into this years big game, it equates to quite the number of eyeballs on a brands product.

The price-tag for a :30 second spot this year was $5M, and this begs the question whether or not having a presence in the Super Bowl is worth the money. For the Coca-Cola’s and Budweiser’s of the world, it’s a no-brainer. However, for the smaller companies that don’t do hundreds of millions of dollars or more in sales, the $5M price-tag isn’t an easy decision. Yes, millions of people will see your ad live, and millions more will see it online for years to come, but will this transfer into anything more than awareness? Below are a couple reasons why I believe Super Bowl ads aren’t worth it for every brand.

The money can be used better

Obviously this one will vary based on the company. However, the ad spot is $5M, which doesn’t include the actual cost to produce the ad which will likely cost millions more. Could a brand be better off using the $5M for a great ad campaign or several, instead of the Super Bowl? Smaller brands are essentially shelling out the kind of money to sit at the big table with the major players that advertise every year. Although, the difference is that I’m willing to bet no one can name all or even most of the advertisers from last year’s Super Bowl. They are great to watch during the game and for a short while afterwards, but no one is looking out for the 2011 Super Bowl ads. Of course, correct me if  I’m wrong.

The competition

The Super Bowl creates such a big stage for advertisers that everyone attempts to bring out their absolute best work possible. Each year there really is just a handful of the standout ads that people continue to talk about. The not so great ads? Well there’s always going to be a few and imagine the feeling of spending that kind of money just to hear that people didn’t like your ad or worse, that no one is even talking about it. This is a reality every year and simply part of the risk behind the $5M price-tag. Viewers are paying more attention to the ads every year and this creates pressure for brands to create something truly entertaining, new, and special. Whether your ad is emotionally driven, humorous, or even both, you want it to be the subject of conversation at just about every water cooler the next day.

The Super Bowl works very well for product and campaign launches. It’s the perfect broadcast medium because of the size of the audience it’s reaching. With that being said, if you are simply having an ad without any real additional digital/social tie in, what are you really doing it for? What do you guys think? Are all the Super Bowl ads worth the money in your opinion?

As always, be sure to like us on Facebook, and our new Instagram and Twitter profiles. If you missed the news, we added two new members, Kathleen Pinho and Bledar Halili. Check out their bios and read up on them here.

 

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.

Weekly Recap

Weekly Recap: Rio 2016 Olympics Edition

July 29, 2016
Weekly Recap - The MAD MIx

With the 2016 Summer Olympics right around the corner, it was only right that we shine a light on the amazing ads that have been released these last few months promoting the big event. For this week’s Weekly Recap, we combine our favourite Olympic ads so far to make The Mad Mix top five list.

Without further ado, check out some of our favourites below!

 

Gatorade Presents: The Boy Who Learned to Fly

D: Gatorade put together a short film (5 minutes), that essentially tells the story of the fastest man in the world, Usain Bolt. The animated story is so well produced, with visuals alone that keep you entertained. The story begins with a young Usain Bolt being told he’s going to be late for school, and it takes you through him running as fast as he can in order to prove her wrong and get there on time. The story follows Usain Bolt through the 2002 Olympics where he shocked the world, and ends with him running another race, with the voice over “will Usain Bolt strike again?”. Followed by the Gatorade logo of course. I think what this ad does so well is showing the trails and tribulations of Olympic athletes, and how much pressure there truly is to actually win. Check out the short film below.

 

Samsung: The Anthem

D: There was no better time for this Samsung ad to come out then now, in a time when the world seems rather divided and scary to say the least. Samsung shines light on the unity of the Summer Games, and how it brings the world together. The ad starts with a young girl holding the new Galaxy s7, and singing the national anthem of Boswana, with the text on the screen saying “One world, one anthem. Throughout the ad there are several national anthems being sung to the same music, and by different nations. For example, the anthem of the UK is being sung by children in South Korea, and this theme is carried on throughout the ad. it’s a great spot because it promotes the unity of the olympics, as well as the Samsung brand for being “A proud sponsor of a world without barriers.

 

Visa: Carpool

D: Visa has been a proud sponsor of the summer games for 30 years, and what better way to celebrate than with a series of ads that demonstrate the many ways in which you can now pay with Visa. The ad follows 15 athletes from around the world performing the sports they are known for in a journey to get to Rio. In the midst of all this, Visa has managed to show off their payment methods in an incredible way that doesn’t take away from what’s going on itself. From simply buying gas, to buying a handful of items at the store with the Visa mobile payment option. The accessibility for Visa at the Summer Games just further enforces the slogan, “Everywhere you want to be”. It also doesn’t hurt that the commercial is narrated by God himself, Morgan Freeman.

 

P&G: Thank You, Mom-Strong

M: This one is definitely pulling at the heart strings for me. Behind every great athlete is a supporting cast. Someone who will support you, guide you, and be the person who will always believe in your abilities. This advertisement focuses on just that. P&G released this ad to emphasise that mother’s are a huge part of the support that goes into athletics. While this isn’t their first series of ads appreciating all the mommas out there, this one definitely hits home for any athlete who’s got their #1 fan supporting them in their journey. Check this one out, and bring some tissue.

 

Nike: Tomorrow Starts Now

M: When I think of Nike, I think of a certain type of swag that’s hard to replicate. While this ad is very minimalistic, the soundscapes are what make it unique. No music. Just the sounds of athelticism captured in a one minute time frame. This ad doesn’t focus on anything flashy, rather, it focuses on every part of what the olympics mean to people: strength, training, athletics, determination, and the work it takes to achieve greatness. With cameos from international athletes (I see you Anderson Varejao), quick shots, and the variance from loud cheering crowds to sudden silence, this ad captures what Nike is all about. They never disappoint in my books.

These are some of our favourite Olympic spots of the year that we wanted to share just in time for the Summer Games. If there are any that you truly loved and wanted to share, feel free to leave us a comment below. Also, be sure to check out our last Weekly Recap, the Canada Day edition, and like us on Facebook here.

Dakarai Turner

Coming in Live – Why Livestreaming May Be Twitter’s Last Hope

July 26, 2016

Twitter, the social media giant that used to be in the “will replace Facebook” conversation, and now has reached a stand still to say the least. Early this year, Twitter released their fourth quarter figures, and they weren’t very impressive. Over the last few months there have been many changes to the social network, in an attempt to keep the ball rolling, and turn things around (don’t you just hate when your company only has 320 million active users?). We’ve seen changes such as: the removal of the 140 character limit, and the ability to re-tweet yourself, just in case your friends didn’t see it the first time.

Twitter Problems

All of these minimal changes are now about to be overshadowed by a line-up of high profile live streaming deals that Twitter has finessed their way into. Live streaming puts you right in the midst of the action, and the platform that is all about “at the moment coverage”, is now going to be a direct source of the entertainment. In April, Twitter paid $10 million for the rights to stream NFL games, starting next season. With 800 million users, and only 320 million active users, this is a great way to bring people back to the platform. Not only is this great for Twitter, but the NFL is able to reach the “cord cutting” audience more effectively.

Twitter has also just recently inked deals with the MLB and NHL to stream games on their platform as well. They will be streaming out-of-market games on their platform for users and non-users. On top of this, they will be debuting a new show called “The Rally“, that provides sports highlights, ranging from college to Olympic events. With Twitter stepping into the content creation space with “The Rally”, this can open opportunities for the brand to stream the premiere of a new show, or even a full music festival. Although their numbers (active users) have been stagnant this past year, the potential to reach 320 million users in some way shape or form will be attractive to any business.

Twitter Live Stream Political Convention

Aside from sports, earlier this month Twitter announced a deal with CBS to allow them to live-stream its coverage of the Republican and Democratic National Conventions, which will take place July 18-21 and July 25-28. People are already using the platform to talk about these events that are happening, so why not be one of the main sources providing the entertainment? The reality is that social platforms are becoming the new TV, if that wasn’t already apparent. When a story breaks, you’re probably going to hear about it on Twitter and Facebook before you can flick on the remote. Personally I see this as just the beginning. If the companies partnering with Twitter get the amount of views and engagement they are looking for, we are going to be seeing a lot more live streaming on the platform. And if not, well then I guess I was wrong. Back in 2011, I was one of those people that said Twitter would surpass Facebook. So needless to say, I want to see them succeed. Then again, I also said Blackberry would always be better than the iPhone so we’ll see.

 

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.

Weekly Recap

Weekly Recap (June 11 – June 17)

June 17, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Written by Malick, and Dakarai.

 

Microsoft Acquires LinkedIn

Earlier this week it was announced that Microsoft has acquired the professional network LinkedIn for a staggering $26.2 Billion. If you’re like me you had to read that number over, because it definitely doesn’t seem like LinkedIn is worth that much. Actually, with the deal being $196 per share, Microsoft is paying a 50% premium. They must have something truly special planned to integrate LinkedIn with their existing office platform. Let’s hope this erases the memory of  Microsoft buying Skype in 2011 for $8.5 Billion. Still waiting for that one to take off! Both Microsoft’s CEO and LinkedIn’s CEO discuss the deal in the video below, check it out.

 

Apple demo’s new features at WWDC

If you haven’t read my article about WWDC, I’ll give you sometime to do so and come back. Apple uses WWDC (Worldwide Developers Conference) every year to announce new changes to existing and completely new platforms/devices. Last year they announced Apple Music, and this year they announced 3x larger emoji’s. I’m sure you can tell what my feelings were towards this years event, but nonetheless a lot of new things will be touching Apple devices this fall. If you want to check out the full list of announcements, check out this article.

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This Company Will Give You a Free Bike If You Turn into an Ad

A London company by the name of Buzzbike is giving people free bikes, in exchange for them essentially being a cycling billboard for brands. They are trying to create a buzz for the brands they work with, with bikes..hence the name. There are a few restrictions to be able to have this free bike. One of them being that the user must commit to cycling a minimum of 12 days a month, and park their bike on the street for maximum exposure. It is still in its early stages, but if it ever comes to Toronto, there will definitely be a MAD Mix one!

 

McDonald’s Brings the Peace with Anti-Violence Ad

It’s no secret that an event such as the Euro Cup inspires a lot of passion in people and pride. With this comes aggression in some cases, and things have been getting quite ugly between fans. The most recent example being the clash between England and Russian fans. McDonald’s France saw the opportunity to promote non-violence, and getting along with the other nations in the Euro Cup. The ads pair together two countries into one to show unity and “Come As You Are”. Check out a few examples below!

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Anti-Racism Campaign Hits Toronto

The Ontario Council of Agencies Serving Immigrants (OCASI) and the City of Toronto partnered together to create an anti-racism campaign. This campaign comes as a response and in the wake of the backlash that Syrian refugees are still facing, since arriving in December. As well as the number of crimes against the Muslim community, earlier in the year. The campaign is intended to shine light on the ignorance behind various stereotypes. Check out an example of a bus shelter ad below.

Gatorade Releases New Olympic Spot

If you didn’t already know, the Olympics are amongst us, and they are kind of a big deal. Gatorade enlisted Usain Bolt, Serena Williams, and Paul George in their new ad “Never Lose the Love”. The ad shows a younger version of each athlete pushing and motivating them to reach their true potential. Whether it’s Serena not wanting to get out of bed for practice, or Paul George needing the motivation to hit his last set when working out. It’s a great spot that shows what Gatorade is all about. Check it out below.

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Weekly Recap

Weekly Recap (June 4 – June 10)

June 10, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Written by Malick, and Dakarai.

 

David Ortiz Takes a Swing in JetBlue’s Farewell Ad

M: To all our baseball fans out there, its no news that super-star slugger David Ortiz of the Boston Red Sox is retiring this year. Sponsor JetBlue stars Ortiz in this commercial that showcases his talents in a different territory: kids birthday parties. The ad features Big Papi literally ruining some Pinatas with a baseball bat while the kids watch on and enjoy all the candy spilling out. Happy Retirement David Ortiz! Check out the video below.

 

Budweiser Sets to Launch Non-Alcoholic Beer in Canada First

D: Maybe you checked out our Weekly Recap two weeks ago where we spoke about Budweiser erntering the non-alcoholic beer market, or maybe you didn’t (won’t hold it against you). Anyway, it’s official, “America’s” beer will launch “Prohibition”, the non-alcoholic Budweiser in Canada first. “There’s a great opportunity for us to learn in Canada,” said Kyle Norrington, vice-president, marketing for Labatt (which markets the Budweiser beer brand in Canada). The campaign to promote the beer will be fully integrated, starting with an experiential component, and then being followed by print, TV, out-of-home as well as social and digital components. Stay tuned!

 

Cristiano Ronaldo and a Teenager Switch Places in a New Nike Ad

M: This ad is Nike doing what Nike does best-humor with pizazz and flash. The ad features global football (soccer) superstar Cristiano Ronaldo, but doesn’t stop at that. The nearly 6 minute commercial features a bunch of awesome cameos that I won’t spoil. The concept of the commercial is all about Ronaldo “switching” bodies with a 16 year old until he achieves greatness (much like Ronaldo has himself). Nike never disappoints. Check out the 6 minute video below.

 

Google Is Now the World’s Most Valuable Company

D: This just in, Apple has been dethroned! Millward Brown and WPP release a list of the 100 top global brands, and I’m pretty sure it comes to no surprise that Google is capable, and has topped the list this year. Google’s value is listed at $229 billion, while Apple is a mere BILLION short at just $228 billion (don’t you hate when that happens?). Google controls $60 Billion in ad spend in the U.S. alone, so it only makes sense.

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MTV’s Elect This Campaign

M: Its no surprise that the upcoming US election seems to be quite the fandango. Will Trump *link trump article* be the next President? Will American feel the Bern (doubtful)? Even as Canadians, we’re living in a pivotal time, and MTV is getting involved. In their recent campaign titled Elect This, MTV is encouraging millennials to get out there and vote. Having a strong connection to youth culture, I think this campaign is a great way to get the younger generation out there to actually make a difference in this critical election.  MTV does a great job of connecting to young people to politics and issues that will affect them the most. Who knows? Youth voting could have a huge impact on the outcome later this year.

 

Snapchat Gets a Makeover

D: As you all probably know by now, Snapchat recently updated, adding a few changes and slightly new look. If you’re like most people, you probably never even noticed the “Discover” ads on Snapchat. Now, they’re made pretty hard to ignore with this new update. When users now open their app, instead of seeing a small Buzzfeed logo in the “Discover” section, they will see a much bigger image that shows a preview of content Buzzfeed and the other Discover Brands have to offer. Does this mean you are going to click them now? Probably not, but are you more inclined to? Absolutely.

 

snapchat discover

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Malick Ba

The Value Of Playoff Tickets In Toronto

May 24, 2016

Dak and I were both watching game 7 of the NBA Eastern Conference finals between the Miami Heat and our hometown Toronto Raptors. As the 4th quarter came to a close after a very satisfying win, we both knew we had to get tickets for the next round. After a few hours of trying to find the best deal, we got them. We spent $250 dollars on Raptors Playoff Tickets.  Now while this was a massive impulse buy, it got me thinking.  Was the price worth it? This got me thinking about how sports franchises leverage prices within their markets during playoff periods.

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The average ticket price for a basketball game here in Toronto is anywhere between $50-$90 dollars give or take. Meanwhile, we got playoff tickets off www.stubhub.com for $250 dollars. That’s an insane mark up. I get that tickets sold on stubhub have prices set by the person you’re buying from, but tickets sold on www.ticketmaster.ca in “affordable” sections of the arena still go from anywhere between $240-$260 dollars.

So why are the tickets marked up so much? The experience. Companies like Maple Leaf Sports and Entertainment knows that this city loves its sports. This is evident from the plagued playoff series between the Boston Bruins and Toronto Maple Leafs a few years back. Sorry Leafs fans. But what also doesn’t help is that they are basically the monopoly of all major Toronto sports teams-Raptors and Leafs being the hottest commodities. MLSE knows that the playoffs are a time of excitement, energy, but most importantly: money. It’s moments like the one Dak and I had when we splurged to get tickets to the next game that franchises capitalize on. They know that we would pay a premium to be a part of a historic basketball season. Yes, it is incredibly expensive, but how can you put a value on the overall experience of a playoff game?

So after attending the game, I can openly admit that the market value of the tickets were worth it. The atmosphere, the crowd, and the energy were crazy enough for me to immediately recognize the worth of the tickets MLSE jacked up for us nicely. Overall the tickets did cost us a lot, and they were difficult to track down, but the worth of them goes beyond monetary value. Its definitely worth the heightened experience.

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Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malickworks at an advertising agency and is looking forward to how he can leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

Malick Ba

NBA Fans Aren’t The Only Ones Saying #ThankYouKobe

April 12, 2016

#ThankYouKobe has been a trending topic on social media for about a month now. It’s no news that after 20 seasons, basketball legend Kobe Bryant has finally decided to retire from the NBA.  With his final game coming up tomorrow, I felt it was appropriate to write about one of the influential, talented, and greatest basketball players of all time. What does Kobe leaving mean to the NBA? Especially the woeful 16-65 Los Angeles Lakers? While this season has been one to forget in terms of the L0284974001449089364_filepickerakers’ record, fans have seemed to brush that aside in light of the Black Mamba’s retirement. Since Kobe’s heartfelt retirement letter was released about four months ago, the NBA has done nothing but make sure he is recognized (literally) daily.

The NBA is using Kobe’s retirement not only as a way to engage fans, but to potentially boost sales in merchandise and tickets. For example, fans outside of LA have been scrambling to get tickets just so that they can see him play one last time. To provide some point of reference, the cheapest tickets for to see Kobe in Phoenix (a low-medium sized franchise might I add) saw fans paying a minimum of $127 on Ticketmaster.  To compare that to other games in Phoenix? Tickets to a game between the Phoenix Suns and Memphis Grizzlies sat at an underwhelming $9 per ticket. Fans hate that Kobe is retiring, but this means an inevitable hike in ticket sales by pretty much every arena that Kobe had left to play in. I still hate myself for not grabbing tickets when the Lakers played the Raptors a few months back.

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So this leads to the burning question…how much would it cost to go to Kobe’s final game tomorrow night in LA? According to Forbes, the Black Mamba’s last game will cost fans approximately over $1300 (USD) on the resale market. That is the cheapest ticket a fan can get. But it gets crazier. According to Fox Sports, a Lakers fan spent $55,000(USD) for court side seats to Kobe’s final game. The fan bought two tickets averaging just around $27,000(USD) per ticket. The Lakers franchise and the NBA must be quite content with that. In fact, the Lakers are doing nothing but trying to capitalize on what they have left. Recently, the franchise unveiled the “24 Collection”, which a series of merchandise they are selling on their website that features a Kobe inspired snakeskin hat that fans can purchase for just $38,248.08. The collection showcases other merchandise like a jacket and other hats. All of which look extremely mint.

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In regards to promotional efforts, the NBA has done an awesome job at making sure Kobe is recognized. On Instagram, the NBA started a campaign called #ThankYouKobe. As his final game approaches, fans have been using this hashtag to share their favourite memories of Kobe. I’ve seen artists create paintings of Kobe on Instagram using this hashtag and it made me think of how much this guy has influenced people.

So while the NBA and especially the Lakers franchise have been capitalizing on Kobe’s retirement this entire season, it comes with the job. Yes, arenas have been hiking prices. Yes, it’s hard to justify expensive merchandise. But when someone dedicates 20 years to being an all-star, to being the greatest one can be, it somehow justifies itself. Kobe Bryant will forever go down as one of the greatest basketball players of all time, so this is a pretty huge deal.

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#ThankYouKobe

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick is a senior at Humber College and is looking forward to how he can leave his mark upon the marketing world. Follow him on Instagram, and connect with him on LinkedIn.

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.

Guest

Engaging Fans Through Innovations in Sports

January 22, 2016

Guest Article By: Stefan Kollenberg

 

Sports is the most marketable industry in the world. Its currency is strong emotions generated by a non-politically charged subject – emotions that can be as strong as or stronger than family ties. This emotional connection is gold for marketers and allows them to communicate with millions of consumers.

Last year’s Super Bowl peaked at 120.8 million viewers. The number of people watching is even higher, considering venues such as sports bars where one “viewer” may consist of 200 people. The marketing implications of this are phenomenal, translating to a $4.5 million price tag for a 30 second ad. Companies making this kind of investment are keen to get good value but in recent years people have stopped watching the ads. Instead they choose to engage with social media and sports applications during game breaks. One person’s problem is another’s opportunity. Many companies have seized this opportunity and created innovative products that help engage fans through a second screen.

An excellent example of this innovation is being created right here in Toronto at Ryerson University’s DMZ. The DigitaMedia Zone is home to some of the most innovative tech companies in North America, but the one I want to tell you about is Brizi.

Brizi connects fans to a camera and gives them control of the zoom, pan, and tilt in order to capture the perfect picture. The picture is then beamed directly to the fan’s smartphone and can be shared instantly to his or her social media networks. In the process, the sponsor’s name/message is added to the picture. The marketing implications of this are huge. It allows brands to attach themselves to the emotions of sport and be spread amongst the fanbase organically, as well as drastically increasing the reach of that event. Brizi is effectively killing two birds with one stone: they engage fans at the game, as well as spread sponsor’s brands to people at home through the second screen.Screen Shot 2015-12-31 at 2.19.34 PMWhile Brizi is an excellent example of current innovations, there is a lot more to come. Today’s society had a wide variety of entertainment options. In response to this, professional sports teams have been dedicating large amounts of time and resources to improving the entertainment value of their games. A major product of this has been more advanced or “smart” arenas. The Sacramento Kings have had mediocre teams for almost ten years and attendance was suffering. This has pushed them to enhance other aspects of the in game experience in order to build their brand. They are opening a new arena in 2016 and will have a mobile app for check-in, directions to the shortest line, seat upgrade options, cashless commerce, in-seat wireless charging, and much more. This is just one example of how a franchise is embracing the second screen in order to improve their brand.

All in all, sports innovation has been providing a solution to marketing problems and these two examples are just a small snapshot. Places like the DMZ and Silicon Valley are incubating companies that will change our interaction with the world of sports as we know it. They will continue to grow and as more teams adapt to the changing technology, sports will finally begin to realize its full marketing potential.

 

Stefan Kollenberg is in his third year at Ryerson University studying business management with a major in marketing. He is involved with the Ryerson Sports and Business Association and aspires to be a leader in the sports industry. He will soon be releasing his own blog, Big Red Sports Business. Follow him on Twitter, Instagram, and connect with him on LinkedIn.

Guest

The Negative Effects Of Social Media In Sports

January 16, 2016

Guest Article By: Peter Roumeliotis

So Canada had an unmemorable 2016 World Junior Hockey Championship (WJC) in Finland, but I will not be talking about what happened on the ice. Instead, I will discuss how the players’ decision to avoid Social Media(SM) use during the tournament, was actually quite smart and ideal. Having academically studied SM as a tool for fan engagement in sports, I have observed that there is a lot of focus on why athletes are not very active on SM in terms of tweeting out fun and engaging content or interacting with fans.2016_WJC_logo_672x412

One factor that often gets ignored, is all the content and news articles that these athletes are consuming from SM. Just because the players aren’t actively tweeting or re-tweeting or liking your tweet, does not exactly mean they did not see or read the article you wrote or shared.Team Canada’s unsuccessful tournament in Finland led to an infatuated amount of criticism and smack talk. Sporting spectacles to begin with are some of the most emotional events out there. With social media added to the mix, one could make the argument sporting events become potentially explosive. Social media adds another layer of participation to the fray. Now the fan has an equal footing with the athlete.  The fan can build his own network, engage with others and as we saw at WJC, engage directly with athletes.

Team Canada waves to the crowed after being defeated by Team USA during third period semi-final IIHF World Junior Championships hockey action in Ufa, Russia on Thursday, Jan. 3, 2013. THE CANADIAN PRESS/Nathan Denette

The worst part about this is that it started immediately after the Boxing Day loss to Team USA. I’ve said on twitter and I will say it here: THEY ARE KIDS! These players are under 20 years old and appropriately decided not to have access to the harshness and negativity that developed on SM. Hopefully this makes us all a little bit more aware about the “receiving” of the message rather than “sending” it.

 

 

Peter (@Peteybeats on Twitter) is a social media and content marketing expert who currently writes for Sports Illustrated as an NHL section contributor and does social media for the QMJHL. Peter completed his MA in Communications Studies at Carleton University in 2015. One of Peter’s main focuses right now is his podcast Popternative where he invites guests every week and has topical discussions from the worlds of social media, sports and pop culture.