Picks of the Week: February 6, 2017
Danone Uses Spotify to Promote “Light & Free” Brand Messaging
Beginning this month, music streaming service Spotify UK and Danone will launch a new partnership. Danone will leverage the partnership to promote their “Light & Free” brand by hosting contests where winners will have the opportunity to attend intimate concerts featuring their favourite musicians. Through homepage takeovers, Spotify will promote the contest and partnership allowing fans to enter with the first winner announced February 20th. For Danone, these “unplugged” concerts will help promote the Light & Free brand of their product. The partnership will also bring Spotify listener’s unique playlists promoting the Light & Free message. Playlists will be put together by both Spotify and Danone. Spotify UK has been a popular platform for brand partnerships as they have struck partnerships with Samsung, Bose, and Sainsbury.
Walmart and the Academy Awards Agree to a Multi-Year Partnership
Walmart has entered into a multiyear partnership with the Academy Awards. As part of the deal, Walmart will air multiple 60-second spots during the broadcast, as well as a donation of $250,000 to the Academy’s grant program. For their commercials, Walmart has leveraged the talents of four Hollywood directors including Antoine Fuqua, Marc Foster, Seth Rogen, and Evan Goldberg. The directors have been tasked with creating short films featuring six items on a Walmart receipt. The six items included on the receipt are bananas, paper towels, batteries, a scooter, baby monitor, and wrapping paper. Each director has creative freedom to feature anything on the receipt, or the receipt itself. The Oscars attract a mass audience which could help Walmart raise the status of its brand by associating with Hollywood’s biggest night. The initiative also taps into the theme of storytelling in a unique way. Leveraging the creative talent of the four well-known directors, each with a distinct style, Walmart will no doubt produce a unique campaign.
Russell Wilson Promotes the Microsoft Surface on Conan
Last week, Seattle Seahawks quarterback Russell Wilson appeared on Conan O’Brien’s talk show. As a Microsoft endorser, Wilson used the time to promote the new Microsoft Surface tablet. During the program, both Wilson and Conan took a selfie using the tablet which Wilson then autographed. The picture was uploaded to Wilson’s social feeds and included an animated signature. Wilson is known to be a very loyal brand endorser, promoting his sponsors when he has a chance through his social media and other public appearances. Talk show appearances also provide a differentiated platform to promote endorsements, as it gives a chance to play off the humor of the host and provide a longer time to demonstrate product benefits.