New York Fashion Week wrapped up this weekend, and through all the sponsored events, product placements, and in-your-face advertising, one brand really stood out: Cole Haan. They stole the show (marketing-wise) with their #SubwayStyle campaign. It all started last spring when Cole Haan introduced their new collection known as “CQLE HAAN” using NYC subway lines (C, Q, A, etc.) to designate each line of clothing in the spring collection. Almost a year later, Cole Haan revived this NYC-centric strategy to really capitalize on the marketing opportunities of New York Fashion Week.
A bi-weekly recap of the topics that have us talking at Denuo, related to our industry, our group, and our everyday.
Mitsubishi and Grey Poupon are at war, and Facebook users are taking sides. No, liking cars and mustard are not mutually exclusive, but it seems that their respective Facebook apps are. Mitsubishi recently released the Mitsubishi Unpretentiousness campaign for the 2013 Outlander Sport. Fans of the carmaker can run the Facebook app to select their most pretentious friend and then watch as that friend’s profile picture gets smashed to smithereens. The goal? To promote Mitsubishi as a down-to-earth, affordable car company.
Taking a completely different approach to brand promotion, Grey Poupon has created the Society of Good Taste, playing perfectly into the mustard’s “Spread good taste” campaign. Extra points for pretentiousness as fans of the page are audited for their worthiness via an algorithm that takes a range of content into account. Only Facebook users with “good taste” and a “discerning palate” shall be admitted to this private society.
So which will you choose? If you’re siding with Mitsubishi you better think twice before checking in at that Zagat-rated rooftop bar. But, if you’re siding with Grey Poupon, remember, pinkies up!
In an over branded world where just about every product is screaming for attention, marketers continually seek ways to engage consumers. From branded content to in-your-face advertising, the aim has always been to make the product seem desirable and in high-demand. So why is Miracle Whip airing commercials with celebrities openly bashing their product? Why has a book burning party been suggested in place of saving a local library? These marketers haven’t lost their minds; they’re simply tapping into a new part of ours.
This month’s issue recounts the latest “year of mobile” and why gamers should be excited for what’s to come on their second screens. Speaking of portable gaming, Sony made a recent splash with the launch of their PS Vita…could we be seeing the start of a resurgence in dominance for last-gen’s industry giant?