The Jacob Tyler Super Bowl Ad-wards

It’s that time of year again: the advertising orgy known as the Super Bowl. Each year, brands line up to pay a sum greater than the GDP of the country of Burundi to spend 30 seconds on the world stage promoting themselves to the largest TV audience on the planet. In between commercials, a football game is played. This year’s Super Bowl audience was the largest ever, making it the most watched TV program of all time. The effectiveness of the ads is debatable, but brands certainly got a lot of eyeballs on their products. To honor the financial sacrifice these brave brands made this year, we’re dolling out some awards. Without further ado, the Jacob Tyler Super Bowl Ad-wards:

Best Set Design/Logistics Nightmare: Bud Light for “Coin”

https://www.youtube.com/watch?v=g9A1NowrnGI

Expanding on their “Up for Whatever” campaign, Bud Light treated an unsuspecting bar patron named Riley to a real life game of Pac Man. The set was constructed in downtown LA, populated with 20-somethings to cheer on the action and Michael Buffer to kick the game off. We’ve got to say, it looks really fun. Maybe real life Donkey Kong for next year?

The “It Takes a Village” Award: Newcastle Brown Ale for “Band of Brands”

https://www.youtube.com/watch?v=MaqRwWwXau0

In a wonderful sendup of the Super Bowl ad frenzy – and a clever financial gambit – Newcastle recruited 37 other brands to pitch in money for this 30 second spot featuring a couple hurriedly trying to mention all of the brands before time runs out.

The Tearjerker Award: Budweiser for “Lost Dog”

https://www.youtube.com/watch?v=xAsjRRMMg_Q

Because, puppies. Not everyone agrees though. The wolf lobby was none too pleased.

Best/Weirdest Newcomer: Loctite Glue for “#WinAtGlue”

https://www.youtube.com/watch?v=lKe7j9tSwW4

The little-known brand leaped into the spotlight with this delightfully odd spot that features a group of socially awkward people in fanny packs getting down to a glue-themed reggae mix. Your move, Crazy Glue.

The “Wait, What?” Award: Nationwide Insurance for “Make Safe Happen”

https://www.youtube.com/watch?v=dKUy-tfrIHY

Super Bowl Sunday is generally a feel-good day for families and friends to get together, eat food, drink beer and be merry. But it’s also a time to be reminded that THE WORLD IS INCREDBILY DANGEROUS AND IF YOU ARE NOT CAREFUL KIDS WILL DIE. Nationwide’s controversial spot drew a ton of criticism and some pretty funny memes. When grilled about the appropriateness of the ad, Nationwide said they wanted to “start a conversation.” Mission accomplished!

Best Dad Ad: Dove for “#RealStrength”

https://www.youtube.com/watch?v=dKUy-tfrIHY

Dad ads were big on Super Sunday with spots from Nissan, Toyota and more. But Dove takes the prize with a heartfelt spot featuring dads being dads.

The Guilt Trip Award: Weight Watchers for “All You Can Eat”

https://www.youtube.com/watch?v=ppPpgdCHzAE

Weight Watchers’ spot puts the gluttonous American diet and its marketing on trial in front of Super Bowl fans who are undoubtedly taking part in a gluttonous American afternoon and encourages us to “take back control.” Thanks for ruining my super-sized pulled pork sandwich, Weight Watchers.

The Q Score Award: Left Shark for “Halftime Show Featuring Katy Perry”

https://www.youtube.com/watch?v=MAtCSio876c

OK, this isn’t technically an ad, but any mention of the 2015 Super Bowl that doesn’t include Left Shark just doesn’t seem right. During the halftime show, a pair of sharks joined Katy Perry onstage for a dance routine. The shark on the left – now forever known as “Left Shark” – was hilariously out of sync – and quite possibly drunk – causing the Internet to explode. Left Shark went from total obscurity to the undisputed star (with apologies to Malcolm Butler) of Super Bowl XLIX. How’s that for a jump in Q score? #WeAreAllLeftShark

Want to discuss how you can make a big impact with your brand? Fill out the form to the right – let’s talk!

San Diego Branding Agency by Jacob Tyler

Going Native

Digital advertising tactics continue to evolve, but there’s one that seems to be growing faster than any other – “native” advertising. Second only to display ads in usage, native advertising was estimated to be a more than $3 billion industry in 2014. In a nutshell, native advertising is sponsored content on a website or social media platform that mimics the host page’s layout, design and content. A more cynical type might call it “camouflage” advertising. At first glance, it can be difficult to determine what is an ad and what’s not. But the goal isn’t deception; it’s to increase brand awareness in a more subtle fashion than display ads – which are often immediately ignored. Some studies suggest that native ads have similar viewership rates to editorial content, and the format seems to enhance brand awareness by getting more “eyeballs” on a brand in a repetitive fashion.

The technique isn’t new – print “advertorials” are basically the same concept, and have been around almost as long as the printing press. And like advertorials, native ads offer more than just a brand mention or a strategically placed logo. Native ads often feature content a visitor might find helpful or interesting, generally related to the topic a visitor is already searching. The tactic seems to be working for brands, which continue to invest more of their budgets in native ads. But the real winners in the native advertising game have been media outlets. After years of revenue crisis as the traditional print model all but vanished, digital media platforms are cashing in on native ads. Online-only platforms like the Huffington Post and Buzzfeed are pioneers in native advertising space, but traditional outlets, like the New York Times and the Washington Post are getting in on the action too. Native ads have undoubtedly been a boon for media outlets, but are brands getting their money’s worth? With surging numbers of brands utilizing native ads, it sure looks that way.

Want to strategize about your advertising? Fill out the form to the right so we can chat!

Marketing Agency in San Diego | Jacob Tyler

Super Brands: The Brand Personalities of the Seahawks and Patriots

The New England Patriots and Seattle Seahawks faced off this past Sunday in Super Bowl XLIX (49). The Seahawks and Patriots have not only been two of the most successful NFL franchises over the last few years, but two of the league’s most identifiable brands. Success has been a large part of each team’s recognizability – the Seahawks were the reigning Super Bowl champions until this year and the Patriots, under coach Bill Belichick and star quarterback Tom Brady, appeared in their sixth Super Bowl. The recent success is only one ingredient in the recipe for a great NFL brand. In fact, success, in large part, can be tied directly to each franchise’s internal culture – the basis for each team’s brand. The Seahawks and Patriots both have strong cultures and thus, strong brands.

At Jacob Tyler, we work with clients to create and reinvigorate brands. Part of this process is developing a brand guide that helps define the brand’s story, how it differentiates itself from the competition, and the voice and personality that define its culture. So what would the “personality” of the Seahawks and Patriots brands look like? In honor of Super Bowl XLIX, a thought exercise:

The Seattle Seahawks

The Seahawks are loud and brash. They’re optimistic and confident. They have faith in their system, their coaches and each other. They share a bond with their fans – whom they refer to as the “12th man” – and exude a strong sense of provincial community. The Seahawks personality traits are:

Confident
Team-oriented
Exuberant
Optimistic
Colorful
Vigorous
Resilient
Strong
Relentless
Tight-knit
Dedicated

The New England Patriots

The Patriots have for years enjoyed incredible on-field success, despite an average 30 percent turnover in players each year. They have been able to maintain excellence largely on the culture of the team and organization, directed by coach Bill Belichick and enforced by perennial Pro Bowl quarterback Tom Brady. Operating under the mantra of “Do your job,” the Patriots have earned unwavering support from their fans, and begrudging respect from the rest of the league. The Patriots personality traits are:

Efficient
Dedicated
Focused
Resilient
Reserved
Confident
Calm
Professional

Brand personalities are the basis for what your brand does, how it operates and how its audience will view it. Brand personality is the basis of a brand’s culture. NFL franchises are a great study in brand and culture. This past weekend, a clash of cultures took center stage. The Seahawks and Patriots have very different cultures, and have both enjoyed success. But the NFL, by its very nature, is fickle. Maintaining a strong brand over a long period of time is incredibly difficult.

Want to learn more about how to strengthen your brand? Contact us using the form to the right.

Branding in San Diego | Jacob Tyler

Crashing the Party: How Brands Engaged an Audience of 33 Million at the College Football National Championship

People always want to be invited to the biggest party. The parties with the “In Crowd.” It’s human nature. These days, they call it “FOMO” – Fear of Missing Out. But it’s more than that. It’s the desire to engage with others. It’s the desire be accepted by your peers. Because if you’re not in, then, well – you’re out. This year, for the 10^th year in a row, I failed to receive an invitation to HBO’s Golden Globes after party. While I was a little bummed, I understood why I didn’t make the cut. I don’t work in Hollywood, I don’t personally know anyone who attended and I didn’t even watch the Golden Globes (or realize they were happening). Still, it stung a little. I could have made some great connections and maybe even drummed up some new business. But alas, there will be other parties. And now that we’re living in the digital age, invitations are no longer needed to get in to some of the biggest parties of the year.

Take the NCAA football National Championship between Ohio State and the University of Oregon. 33.4 million people tuned in on Monday night to watch Ohio State take home the title. That’s a BIG party. And everyone was invited. Through the magic of social media, anyone with an Internet connection or a smartphone could join in on the fun. Whether it was OSU and UofO fans taunting each other, people taking issue with some of the referee’s calls or talking heads tweeting out stats, everyone was in on the conversation. It wasn’t just individuals at the party. Lots of big brands – and plenty of smaller ones – were in attendance as well.

Today, brands must engage their customers and potential customers in order to survive. The numbers of choices consumers have for each product is staggering. Brands must now go to where the consumers are instead of the other way around. Brands have to be at the party. During the National Championship, they showed up in droves. AMC Theatres and Marvel Studios were there; reminding everybody how awesome the new Avengers movie will be, after debuting its first trailer at halftime. Nike – a massive Oregon benefactor – was actively chatting up the crowd (and reminding everyone that they sponsor Ohio State as well). CNN, among many others, noted that the lead referee was an uncanny Bob Newhart doppelganger. Bob Newhart himself (still alive, still funny) even joined in on the fun, tweeting a joke in response. Macy’s showed off their Oregon and Ohio State tee-shirts, and Butterfinger – always quick with a joke – capitalized on their name and the unusual amount of fumbles by tweeting this picture. Even small brands, like Garden and Gun – a lifestyle publication from Charleston, SC – got in on the fun, offering up game time recipes. Everyone – save Oregon fans – had a good time.

The sheer volume of brand engagement during the game – and the witty, personable voice of those brands – is a testament to the effectiveness of customer engagement in the digital age. And though the communication feels off the cuff and natural, it’s part of an all-encompassing branding strategy to reach and engage with customers, no matter what party they’re attending.

If you’d like to learn about how your brand can engage customers, fill out the form to the right and let’s chat!

San Diego Branding Agency | Jacob Tyler

Content is King: Inbound Marketing and the New Consumer

The world of marketing and advertising has changed. You’re more likely to fast-forward through TV commercials on your DVR rather than watch them. You’ve probably clicked that little “x” on the digital ad that popped up on your screen while you were trying to read a recipe for gluten-free kale burgers. You’ve switched the dial on your car radio during commercial breaks – only to learn that seemingly every station has commercial breaks at the same time – and couldn’t escape listening unless you wanted to jump out of your car onto the freeway. And if you have a phone, which I assume you do, you may have gotten a call from someone named “Kevin” calling from Mumbai offering low prices on prescription drugs. I know I have.

What these marketing tactics have in common is that they are coming directly to you – and not at your request. These tactics aren’t new, of course, but they are becoming increasingly outdated. In the digital age, consumers are taking a “don’t call us, we’ll call you” stance on marketing. Today’s consumer doesn’t need to be inundated with direct marketing, because there are a plethora of options for almost any product or service, just a few clicks away. Consumers are still consuming, and as the economy continues to shake awake from a long slumber, marketers are employing new tactics to reach their intended audiences. One of the more popular tactics is “inbound marketing.”

In short, inbound marketing draws consumers to your company, service or product, instead of the other way around. Inbound marketing can attract consumers who know what they are looking for and convert them into customers by creating relevant, engaging and useful content on blogs, info products or social media. Content that makes your company, product or services stand out from the clutter. Content that doesn’t include a “hard sell,” but positions your brand as a friendly, helpful and educational go-to for a particular market.

The following article from Entrepreneur – The 8 Fundamentals for a Successful Inbound-Marketing Strategy – is a good primer on inbound marketing. If you’d like to learn more about how inbound marketing can enhance your brand strategy, fill out the form to the right and let’s talk!

San Diego Ad Agency Jacob Tyler

What’s Old is New: Miller Lite Goes Back to the Future With Re-Rebrand

Miller Lite, once America’s most popular lite beer, is going back to the future. Miller has redesigned – or rather recycled – its can design from the mid-70s in an effort to attract Millennial drinkers (ages 21-30) who prefer a “vintage” feel in their products of choice. The meteoric rise in sales of what was mostly a forgotten artifact beer – Pabst Blue Ribbon – amongst the hipster set proved a hypothesis that image has as much to do with taste as well, taste. In fact, Miller conducted taste tests with its new/old can, and found that people actually thought the beer tasted better than the “old” Miller Lite. The beer’s recipe, it should be noted, has not changed.

The can first launched as a part of a promotion with the movie Anchorman 2, set in 1979. Reception was so positive that Miller made the can permanent. Though the company remains behind Bud Light and Coors Light in light beer sales, the results have shown promise.

With the recent surge of craft and microbrew beer carving out a significant portion of the beer market, the large-scale, traditional breweries, like Miller and Budweiser, have had to get creative with new products and brands to stay relevant. Miller Lite’s re-brand is a great example of this. The new can design won’t make Miller into a microbrew, but it can create the kind of nostalgia that masks what many Millennials view as a mass-produced, “corporate” brand.

Miller’s marketing history, dating back to 1973, is an interesting study in in the life of a brand. Selling essentially the same product for 40 years, Miller has sold their beer in a variety of different ways using a variety of techniques. In the following article, Ian Crouch of the New Yorker takes a look at Miller’s past, present – and past again: http://www.newyorker.com/business/currency/miller-tyme.

Rebranding by Jacob Tyler in San Diego

Talk to Me Goose: The Importance of the Marketing-IT Relationship in the Digital Age

A long time ago, in an office far, far away, marketing and IT departments inhabited very different worlds. In one corner, you had the marketers – the swashbuckling, right-brained Don Draper’s and P.T. Barnum’s of the world. In the other corner, you had the IT wizards – the hermit-like, code-speaking masters of the server room. These stereotypes are just that – stereotypes, and increasingly outdated ones. The emergence of the digital age has thrust the marketer and the IT pro into a relationship of necessity – and harmony.

The digital age has, in many ways, democratized the market. Brands now have open access to potential customers. They can communicate and engage with audiences in a way not physically possible just 25 years ago. Techniques like inbound marketing – attracting customers to your brand via compelling content in blogs, videos, social media and other outlets – are proving to be incredibly effective in marketing and customer engagement. Social media is ubiquitous, and digital advertising continues to evolve to provide measurable results. The commonality across these marketing platforms? Technology.

In his pioneering 1964 work “Understanding Media: The Extensions of Man,” communication theorist Marshall McLuhan posited, “The medium is the message.” His 50-year old theory that a message and its medium are essentially a singularity has never proven truer than it does today. A message without a medium is only a thought. A medium without a message is a ghost ship.

In order to successfully market a brand in the digital age, marketing and IT departments must work in concert, combining medium with message to create effective communications that nurture brands. This doesn’t mean just checking in with each other every once in awhile to make sure all systems are operational. Successful marketing-IT partnerships should resemble a circular loop, with communal brainstorming, continuous monitoring and feedback, and timely course corrections.

Think of the marketing – IT relationship like Maverick and Goose from the movie Top Gun. Maverick (the marketer) is the pilot, flying on his creative instincts, making gutsy (but not always smart) moves, trying to out-do the other guy. Goose (the IT pro) is the navigator. He ensures the engines and instruments are working properly. He monitors the jet’s position and makes sure that Maverick doesn’t crash into a mountain. Maverick is the artist, Goose the engineer. Without one and other, they’d both be helpless. But together? That’s when magic happens.

So get creative with your brand and make your mark. But don’t forget your navigator. Your brand will end up crashed into a mountain without him.

Marketing in San Diego | Jacob Tyler

Rebranding NASA

In the following article, Fast Company contributor Susan Karlin details NASA’s rebirth by rebranding. Just a few short years ago; America’s space program seemed in tatters. In 2011, NASA was preparing for the final flight of its Space Shuttle program to little fanfare. Despite 30 years of incredible advancements in space exploration, public interest had waned. Perhaps because the shuttle itself, once a futuristic-looking space vehicle, hadn’t changed its exterior design in 30 years and now looked less modern than every car on the roads of America. Perhaps because the Shuttle missions had become – as far as the general public was concerned – little more than a shipping operation for the International Space Station.

As NASA’s funding dwindled, new competition from the private sector – including companies like Space-X – began to command more attention. After 30 years and five Space Shuttles (two of which, Challenger and Columbia, ended in tragedy) NASA seemed like yesterday’s news. Of course, the folks at NASA weren’t sitting around in an empty warehouse, wondering what to do next. A decades-in-the-making plan to eventually send a manned space flight to Mars was taking shape, and soon, the public would start to take interest in the famed agency once again. But it wasn’t just the mission to Mars or the recent landing of a probe on an asteroid that piqued the public’s interest. NASA conducted a conscious rebranding of itself, utilizing emerging media technology – including a robust social media campaign – to connect people to the adventure of space exploration in a way never seen before.

Astronauts tweet from the International Space Station. NASA scientists sit on panels at San Diego’s own Comic-Con. The agency has even redesigned their mission control room to look more futuristic and “Sci-Fi.” NASA’s rebranding is an amazing success story, and you can read about it in-depth in Karlin’s fantastic article here.

Rebranding by Jacob Tyler

The Delightful Pandering of Honda’s Skeletor Ad

The holidays have come and gone but we thought we’d revisit a campaign that had amazing reach! Everywhere you turn during the holidays, you’re inundated by advertisements for everything from vacuum cleaners to vacation homes. The message is the same: “Product X would make a GREAT holiday gift!” The competition for eyeballs – across digital, social media, TV, radio, print, and more – is intense. To stand out, advertisers not only have to get really creative, but also have to focus on specific market segments in order to get the most bang for the advertising buck.

Honda’s latest campaign is a great example of marketing towards a specific demographic – children of the 1980s. Now 30-something adults, this demographic is a prime target audience for Honda’s vehicles. The ads, featuring popular 80s toys headlined by “Skeletor” – the villain from the He-Man toys and cartoon series –summons the ghost of Christmas past. Transfer advertising is not a new concept, but rarely has it been so hilariously direct. The toys literally tell you to associate your good feelings about the 80’s with 2015 Honda vehicles. Skeletor, speaking from inside a Honda CRV, turns to the camera to say: “Remember the exultation you felt when you got me for the holidays? Feel that again with new CRV during happy Honda days!”

More 80’s toys – including Strawberry Shortcake, G.I. Joe, Jem, Stretch Armstrong and even Gumby – appear in subsequent spots, all espousing the same message: buying a Honda will make you feel like a kid during the holidays. The spots are well executed, well written and truly funny – they also garnered a great response, prompting Honda’s social media team to expand the campaign to Twitter, where “Skeletor” staged a brief coup on Honda’s account. The self-proclaimed “Master of the Universe” proceeded to troll a slew of big brands – including Olive Garden, People Magazine, Charmin and Sephora – as only a 1980’s evil cartoon mastermind could. The #Skeletakeover, as it was dubbed, is a great example of cross-platform advertising in the digital age.

Check out the ad, in all it’s 80’s glory, here.