Picks of the Week: May 23, 2017
Alzheimer’s Research UK Partners with Shazam to Raise Awareness Among Youth
Alzheimer’s Research UK has recently partnered with the music recognition app Shazam to raise awareness and encourage donations towards Alzheimer’s and dementia. Alzheimer’s Research UK had the goal of educating the younger population that the disease does not just affect seniors but also those as young as 40. Titled ‘The Day Shazam Forgot’, users would open the app and when trying to recognize a song, Shazam wouldn’t be able to recall song titles. Using the regular Shazam interface, ‘forgetful’ sayings would appear (“listening”, “still listening…”, “I’m sure I know this one…”, “Is it umm…”) followed by a banner with a call to action from Alzheimer’s Research UK. In just hours, this activation achieved 1,018,206 impressions with 5,096 visitors to the donation page. This unique partnership shows how brands can portray their message and generate emotion with only a few words. With millions of users on Shazam, Alzheimer’s Research UK has used this partnership to hit their target market and integrate their cause into an ordinary task, just as Alzheimer’s does.
Nicorette Canada Recruits Dart Guy as a New Ambassador
The Maple Leaf’s unofficial mascot and internet sensation, Dart Guy, is officially quitting cigarettes. Last week, Jason Maslakow tweeted that he was having his last cigarette and would be quitting with the help of Nicorette Canada who recruited Dart Guy as their ambassador. Masklow became prominent after a camera caught him during game two of the Washington Capitals and Toronto Maple Leafs series with his face painted and an unlit cigarette in his mouth. Maslakow mentioned that since he shot to internet fame, he has been receiving donation pledges from the Princess Margret Foundation and Nicorette if he kicked the habit. He said that eventually, he could not turn the offer down and figured it would be a good time to quit. Dart Guy originally appeared on Nicorette Canada’s Facebook page shortly after he was spotted on TV with them posting that he should never miss another minute of action for a smoke break. Since that post, Nicorette has made the partnership official. After the tweet announcing Maslakow quitting, Maple Leafs president Brendan Shanahan retweeted it with the caption #smartguy. Nicorette acted quickly to make Dart Guy an official ambassador and found a unique way to secure an ambassador in a category that does not typically leverage ambassadors.
Former Canadian Sprinter Ben Johnson endorses SportsBet new Android App
SportsBet, one of Australia’s largest sports betting companies have released their new Android app and promoted it with a spot featuring the former Canadian sprinter and controversial athlete, Ben Johnson. The new ad features numerous athletes endorsing the app and its ‘juiced up’ features. The sports betting company aims to inject a humorous component in the endorsement, by featuring Ben Johnson and doping-related puns. It also demonstrates the new android app’s capabilities by equating its performance to an athlete using PED’s (Performance Enhancing Drugs). After only a few days after its release, the advert has received widespread criticism from the ASADA (Australian Sports Anti-Doping Authority), politicians, and media outlets essentially labeling the ad as ‘inappropriate’. The ad was pulled from this past weekend Australian Football broadcasts to ease pressure on the TV networks from the Advertising Standards Board. Former Canadian Olympic Athlete, Ben Johnson has previously acknowledged his controversial past in a similar endorsement of the energy drink, ‘Cheetah Power Surge’ in 2006. Similarly, Ben Johnson is shown using pun’s about his controversy by leveraging his existing tarnished brand image. SportsBet capitalized on his existing appeal and controversial image to cause marketing disruption and generating an online conversation. Despite the widespread criticism, Ben Johnson and SportsBet continue to take the campaign in stride promoting the new Android app in a lighthearted way.