Picks of the Week: January 8, 2018
Account Coordinator, Activations and Events
DJ Khaled partners with Weight Watchers.
DJ Khaled is Weight Watchers newest partner. As part of the deal he will document his weight loss journey across social media. This is going to bring Weight Watchers incredible exposure as DJ Khaled has 9 million Instagram followers, and almost 4 million on Twitter, gaining mass popularity over the last few years through his inspirational quotes and videos that he shares across social media, particularly Snapchat.
Terms such as "bless up", and "major key" are terms he’s coined and that will now be associated with the Weight Watchers program, and his videos often follow narrative of how to be successful, and now how to be successful with Weight Watchers. I think that this partnership is going to bring Weight Watchers success because traditionally dieting has always been aimed at females with anxiety around personal appearance, so bringing him on board to bring attention from all sorts of different social groups, both from young females and young males who admire him, is going to bring Weight Watchers a new demographic.
This is a shift away from the older demo they targeted through partners like Kirstie Alley, Mariah Carey and Oprah (who owns a 10% stake in Weight Watchers), whose stock rose 8% overnight following the announcement of the partnership. Lastly, it’s clear that the key messaging he’s communicating is that Weight Watchers is easy because it’s a lifestyle which aligns well as he already documents his lifestyle across social media frequently.
Account Coordinator, Activation & Events
Google Cloud becomes the Official Cloud of the NCAA.
The National College Athletic Association (NCAA) has partnered with Google to make Google Cloud the Official Cloud Sponsor of the NCAA. Beating out both Amazon and Microsoft for the bid, Google Cloud will now play host to all of the historical NCAA data from over 80 years, 24 sports and 19,000 teams. Play by play videos, team and player information as well as analytical data will not only be available to internal parties, but also fans.
The NCAA hopes to use this platform to engage sports fans, giving them the ability to “search, compare and analyze team and player performance” (Google Cloud). Specifically, Google Cloud, in coordination with Turner Sports and CBS Sports, will use past division I basketball data to create an experience surrounding March Madness 2018. Utilizing analytical tools, fans will be able to make more informed decisions when creating their tournament brackets as it will be possible to compare analytical tournament data from years’ past.
Steve Madden partners with Cardi B to create a special collection.
Cardi B partners with Steve Madden to launch a shoe collection inspired by the rappers style. Steve decided to partner with Cardi because he was inspired of her journey to success and of her booming music career with her hit song "Bodak Yellow" breaking records. Within "Bodak Yellow", Cardi references "Red Bottoms" which is a signature Christian Louboutin design. Since the release of the song, Christian Louboutin online searches have increased by 217 percent showcasing her influence with the public and her audience. With hip hop having a major say in creating fashion trends, this partnership will bring attention to the curated line and the entire Steve Madden brand.