01/10/14

For Marketers, The Game For Winning Super Bowl Audiences Plays On YouTube

By Julian Steinforth, Expedition PR

Frito- Lay’s Doritos “Crash the Super Bowl” challenge - www.doritos.com

Frito- Lay’s Doritos “Crash the Super Bowl” challenge – www.doritos.com

With more than 111 million viewers glued to the TV, traditionally the Super Bowl has been the launch pad for the year’s most exciting TV ads. But today TV is not the only star of a successful Super Bowl marketing campaign. Weeks prior to the game kick-off, marketers start drumming up excitement and even crowdsource content from audiences for their campaigns on YouTube. While the Super Bowls draws millions of viewers on game day, YouTube engages more than 1 billion unique users each month.  According to ComScore, people are willing to spend 2.7 minutes watching an online video.

Last year Mashable published a YouTube report stating that Super Bowl ads shown before the Big Game generate 600 percent more views. Ads (including teasers) related to the game were viewed more than 66 million times on YouTube prior to Super Bowl Sunday.

Some brands launched campaigns that engaged the audience prior to the game. One example is Frito-Lay’s Doritos brand and its “Crash the Super Bowl” campaign that airs multiple ads that were sourced and selected by fans.

The idea behind Frito- Lay’s Doritos hosted “Crash the Super Bowl” challenge is that fans can submit commercials and the online community votes which spot will be shown during the next Super Bowl. Next to the fan pick a second spot is picked by the company’s marketing board. To be able to vote for one of the spots, users need to connect with their Facebook profile and spread the video on social media. Last year’s popular vote winners – “Goat 4 Sale”, “Fashionista Daddy” and “Road Chip” – were aired during the Super Bowl and got rave reviews by fans and critics alike. Continue reading

01/3/14

4 Best Practices for Launching and Positioning Your App

Case Study: The Launch of Morton Subotnick’s Pitch Painter iPad App for Preschoolers

By Katja Schroeder, Expedition PR

Source: Pitch Painter http://bit.ly/1ev2PPc

Source: Pitch Painter http://bit.ly/1ev2PPc

Are you launching a new app in 2014? When developing your marketing strategy, take a look at what has worked, or has not worked that well for other app development companies. Expedition PR has worked on a variety of app launch and positioning programs. Based on our experience, we developed an integrated marketing play book for apps.

One of the apps we recently worked on is Morton Subotnick’s Pitch Painter, an educational app that teaches music composing to preschoolers. Using finger painting as a metaphor, children can compose, erase, edit, save or load their creations with Pitch Painter.

The agency executed an introduction and review program and later was brought in again for the release of the updated application, which featured an improved user interface design and button layout that is more intuitive for kids to create music. As a result, Pitch Painter received the ON for Learning Award from Common Sense Media. Pitch Painter was just one of 50 apps, games and websites that received the distinction from the national nonprofit dedicated to helping parents and teachers manage the media and technology in kids’ lives. Media coverage in the parenting, consumer and tech media included “Top 5 Apps for Kids” by Mashable and “New and Noteworthy Kids App” by Best Apps for Kids. Just Mommies included Pitch Painter among the “Top 10 Educational Apps for Kids”. Reviews appeared in CNET, Mobile Apps Review Online, Apps4iDevices, App Annie, App Shopper, Apps for Children with Special Needs, iPad Apps for Autism, Montessori at Home, Motherhood Moments, ByronMom, Peanut Butter and Whine, Digital Playground/School in Toronto, among others.

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12/23/13

Getting Ready for 2014: Watch Out for These 7 Events in Q1

By Julian Steinforth, Expedition PR

Music-Gear-Expo--Credit-Merrick-Ales

“Music-Gear-Expo” Credit: Merrick Ales (http://sxsw.com/press/images)

Here are some of the key events (sorted by date) that should be on your calendar for the first quarter of 2014. Remember how Oreo showed us that “you can still dunk in the dark” when the lights went out at the last Super Bowl? Even when you are not physically onsite, some of these events might be a good conversation starter and media angle for your company.

1. Consumer Electronics Show (CES), Jan. 7-10, 2014, Las Vegas

Hashtag: #CES2014

Now celebrating its 40th anniversary year, CES has been the launch pad for many world changing innovations. More than gathering 3,200 exhibitors and 152,000 attendees gather in Las Vegas for the latest innovation in consumer technologies. Check out the technology innovators key note series.

2. Sundance independent Film Festival, Jan. 16- 26, 2014, Park City, Utah

Hashtag: #sundance

Slightly ten years younger than CES, Sundance Film Festival continues to provide “a space for independent artists to explore their stories free from commercial and political pressures.” But don’t let this slogan fool you; there is lots of deal making and cool hunting going on during Sundance. The event attracts media from around the world and has large sponsors, i.e. HP and Chas. Sundance also has become a platform for address innovation of filmmaking and production – and that includes using tech and social media.

3. World Economic Forum in Davos, Jan. 2225, 2014,Davos, Switzerland

Hashtag: #WEF

More than 2,500 top business leaders, international political leaders, intellectuals and journalists attend this annual gathering to discuss the global state of the economy. This year’s motto is “The Reshaping of the World: Consequences for Politics, Business and Society.”  Sustainability has become a set agenda item. Every year, Corporate Knights reveals its list of the world’s most sustainable companies, known as the Global 100 during Davos.

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10/29/13

Expanding New York City’s Green and Cleantech Market Is also a Question about Choosing the Right Marketing Strategy

By Katja Schroeder, Expedition PR

Cleantech was identified as an opportunity to drive economic growth in New York City and support the execution of PlanNYC, the City’s sustainability ago some years ago. The global clean tech market is expected to grow to $5.9 trillion by 2015 and the goal is to capture a larger market share and establish New York City as a leader for green and clean tech.  Initiatives like the NYU ACRE incubator for clean tech companies, cleanweb hackathons and the energy efficiency programs by ThinkEco, have created excitement around New York’s potential to drive clean tech innovation. New York is now home to more than 40 clean tech companies. However, New York is still considered to be clean tech market laggard compared to other geographic regions.

greennyc2025What can be done to change it? Part of it, is looking at the road blocks.

The New York Economic Development Corporation (NYCEDC) together with A.T. Kearney conducted interviews, panels and workshops with clean tech industry leaders to identify New York City’s hurdles to take a more prominent position in the global clean tech arena.

The study concluded that with its high real estate and labor costs (and may we add tax rates), New York City does not cater well to traditional cleantech businesses, which require vast capital, engineering skills, and manufacturing facilities.

The other part is to raise visibility nationwide and on the global stage for cleantech innovation coming from New York City. Continue reading