THINGS TO KNOW IN MEDIA – September 1, 2017

This is an ad campaign? 
Last week I wrote a bit about Millennials, Gen Z and their desire to make the world a better place. No sooner had I hit “send,” than this campaign from Cricket wireless showed up in my feed. I dare you to watch and not shed a tear. All the principles of advertising to the younger set are checked off – philanthropy, content versus broadcast, reputation management, influencer strategy. It’s been viewed over 3 million times on YouTube. And that doesn’t count the other social shares. Check it out here.
Mayweather-McGregor Fight Breaks Records
Some things that made this fight interesting:
1) McGregor had never fought a professional boxing match and Mayweather is pretty old for a boxer.
2) Both opponents have different audiences, demographically, so, kudos to whatever artist thought to mix mediums.
3) Showtime used the fight to test limits of its reach, allowing viewership models via pay per view, online streaming from its website, Showtime app, Playstation, Xbox, Apple TV and Roku. This is TV today, people.
4) Social media support crushed it – 5 million views just on Snapchat stories.
5) The “press” conferences were opened to the public, which made them more like pre-shows, since they attracted audiences of more than 10,000 in Los Angeles, Toronto, New York and London. I can only imagine the earned media that came from that.
6) Branding, branding, branding integration. Monster – practically verklempt at the opportunity, and Corona, both of whom amplified the TV opportunity through their own social channels. And, of course, CBS, which owns Showtime integrated content.
7) Pop-up stores with merchandise, photo booths, register to wins.
That said, did marketers invest so much in pre-promotion that they forgot how to entice participation in the live experience? Because with all that, about 25% of the available seats in Las Vegas’ T-Mobile arena sat empty. Head scratcher.
If Audiences Aren’t At The Fight, They’re Also Not At The Movies
As summer winds to a close this weekend, apparently I’m not the only one sad about the end of the season. Hollywood is positively bumming as this summer’s box office is the worst in 25 years. It seems to be a perfect storm of really good TV content, boring, rebooted blockbusters and higher theater ticket prices. Oh, and then there’s the finger pointing at online review sites, a la Rotten Tomatoes, which can sink movies before they’re widely released. Since I’m a silver-lining kind of woman, I was interested to read that “Dunkirk” and “Baby Driver” were exceptions to the rule, proving that original concepts can win at the box office. Take that, data-driven modeling that uses historical box-office experience to develop formulaic plots and celebrity characters. It might be nice to realize that creative storytelling, complicated character development and new, unproven ideas can have big upsides.
Everyone Covering Harvey
Social media, with its ability to stream live video, has made the average Joe a star. One TV station in Houston has leveraged this phenomenon to increase coverage of Hurricane Harvey. KTRK-TV in Houston asked photojournalists to pin on microphones and explain what they were seeing. One photojournalist went so far as to use the TV camera as a cry for help when water came rushing into his Texas home. The “walk and talk” technique is now available to nearly anyone via technology called “bonded cellular.” All you need is a TV camera, a cell phone and a device about the size of a cigar box and suddenly you’re a TV reporter. Read more here.
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