This ad is simply perfection. Gets back Apple’s marketing mojo.
So I have always been a nerd. I am talking video games, comics, sci fi/fantasy movies, books, cosplay, etc. The whole shebang. So over 15 years ago, this was not a popular thing for kids to be into. I was bullied by the cool kids, straight out of a coming for age movie. Then things started to change. Sure you had X-Men come out in 2000, the first film after Marvel sold the rights to make their movies to 20th Century Fox and Sony/Columbia. However, this wasn’t the watershed moment. We went through movies like Sam Rami’s Spider-Man and Ang Lee’s Hulk. However, the studios watered down a lot of the story and pushed out a lot of special effects so that those “cool kids” would be the major target.
Enter Batman Begins in 2005 and Iron Man in 2008. These two films transformed the nerd base. It awakened the proud nerds living in the closet, or ones that were growing older and felt distance between reading comics or playing video games. These are films that are critically acclaimed, tied heavily to their comic sources and most importantly get overwhelming support by the nerds.
Well in the top 20 grossing movies, more than half are considered nerd focused. You cannot argue with those billions. You have many brands sponsoring these movies, either within the movie itself or tagging onto the success.
You have companies like Disney (purchasing Marvel and Lucasfilm) making the right moves to corner this expanding market. San Diego Comic Con is going on right now as we speak.
However, Comcast/NBCUniversal made the gravest of errors. They were sitting on the best piece of TV media for this outbreak of nerdom, G4. It was a television show focused on everything nerd. Then in a random turn of events, Comcast decided to transform the channel into the “cool kids” channel with an Esquire branded channel. Granted there would be some programming that would overlap but most of the nerd portion was gone. Ironically cable companies saw the writing on the wall that this change was terrible, and pulled support for the rebrand. Comcast was forced to leave G4 as is in 2013, but that didn’t change the cable companies’ minds. Even Comcast themselves started to remove G4 off their lineups in 2014, but still hasn’t stated they will kill the channel.
That channel was the only one that would have done 24 hour coverage of Comic-Con in San Diego this year, unfortunately the huge nerd community is left high and dry searching out taped videos from websites and still photos.
We are looking at a major climax of nerd material out in real life. If I wear a shirt with Iron Man on it, I am receiving multiple compliments from men and women alike…compliments, not sarcastic comments. If you are a man, think back when you were complimented on a simple t-shirt. Not very often right? This is a major change that you really cannot ignore. You might see Disney unveil new channels to cover events like Comic-Con to replace G4. Viacom is using @Midnight to tap into that in a comedic way, it has been so successful and well regarded it got them an Emmy nomination for 2014.
In the wake of G4 what will take their place? Will in fact websites fill the voice? Not when there is so much demand, I foresee a new channel and if Disney was smart, it would come from them.
So Kellogg’s is trying to tap into the younger adult demographic with trying to remind them of when they were children: sugary cereals and Nintendo.
Might be the wrong message, they should have kept the humorous feel but showed they were making the cereal decision at night and not having to answer to mom and dad anymore.
Global Marketing, you hear that as a division in every major corporation in business today. However, if you look deep into the marketing departments, you get different messages going to different areas of the world. Why? Because we have different likes, different wants, different cultures, etc.
We have global marketing events like the Olympics, however these entities mostly are getting sponsorship to the national olympic teams, not the actual olympics (very exclusive rights). However, in steps the World Cup.
Marketing messaging in this World Cup is different for the sponsors. Why? I believe it is because the companies are finally changing their messaging to “global.” Again, why? They realize that Global doesn’t equal through USA and then re-translated through the other regions.
Here is McDonald’s sponsor ad. Mexican-American family rooting for opposing teams.
Little English used aside from the voice over at the end. This along with the World Cup has made someone like Ann Coulter angry. She argues the old way which is, America is not Global. Sport, Language, Economy, etc should be isolated from outside influence according to the old way. However ironically enough, everything that America is and the beauty that is the USA is that it is formed by cultures around the world. Thus this argument is false, however corporations have been using it as a model for their marketing for years!
Next we have Hyundai (a Korean firm) who has a World Cup sponsorship that is advertising in the USA. It shows an American soccer fan avoiding watching and hearing about the match until he goes home to see it. However that isn’t so much the story (even though showing a passionate America soccer fan might still be foreign to some), what is interesting is at the end of the commercial. Hyundai is using a WC tagline that evolves into a hashtag: #BecauseFutbol. Woah…using a hashtag with Spanish word for football (Portuguese is Futebol which would have made sense being WC is in Brazil).
On a personal level, I find this fantastic. Social media is making this push as well since Hyundai cannot have separate hashtags if it wants to be successful. I want marketing to push the envelope that we are in a Global world, no need for this fake “English” focus. And it isn’t even on a language level, our culture needs to grow. Once America evolves, so will “Global” marketing. Viva World Cup (or should I say Mundial).