Picks of the Week: May 14, 2017
Account Coordinator, Consulting
Deadpool Partners with Brands for Upcoming Movie Release
To celebrate the release of Deadpool 2, 7-Eleven has released a new advertisement to generate some buzz and awareness around the movie. In addition to the spot, 7-Eleven has launched exclusive themed products, sweepstakes promotions and its first ever Augmented Reality app that brings Deadpool to Life in the store. Once the app has been downloaded, Deadpool guides fans through an interactive experience challenging them to scan codes throughout the store to unlock new activities and providing 7Rewards bonus points. With this collaboration, we can see 7-Eleven leveraging the social awareness that Deadpool 2 is generating from promotional stunts with musicians, candy and tequila brands. The creation of the Augmented Reality App may drive traffic to their stores through layered content, and the association with Deadpool 2.
Account Executive, LIVE
Budweiser releases new Red Light Cups.
As the official beer sponsor of the FIFA World Cup for the past 32 years, Budweiser is launching it’s largest global campaign to date in over 50 countries world-wide. The campaign is centered around the release of the new Red Light Cups. Similar to the Red Lights popularized through the NHL, the Red Light Cups have been engineered to react to noise. As cheers bellow through the stadiums in Russia and your favorite local pub, the glasses will reactively light up.
Anheuser-Busch InBev has predicted that over 8 million glasses will be shipped worldwide during one of the world’s largest sporting events. The TV ad announcing the campaign features “Bud 1876” a beer-delivery drone down on it’s luck as it makes the journey from St. Louis to the Luzhniki Stadium in Moscow. One of the more interesting developments around this advertisement is that it will not be rolled out in the U.S, the origin country of the beer. Due to the national team failing to qualify, the campaign will focus its attention outward to the world-at-large.
Account Coordinator, LIVE
NHL creates a new video series with Snoop Dogg.
The NHL partnered with Snoop Dogg to produce a video series called Hockey 101 with Snoop Dogg. He goes by Dogg Cherry in the series and offers commentary on the history and rules of the game. This was an effort to promote the Stanley Cup playoffs and the NHL has been releasing a slow stream of content ever since.
The content includes Hockey 101 episodes, as well as short video clips with Snoop’s hockey commentary which were included on sponsored Instagram posts from the NHL. This is is an effective strategy because it’s of the unusual pairing that intrigues fans to watch and learn more.