While musicians and brands have long had a symbiotic relationship, the use of indie groups in advertising is fast on the rise. Call it a marriage of convenience. Marketers in search of millennial currency, their growing need for digital content and a music industry still in chaos have helped create a scenario in which two once polar opposites are now happily attracted.
Samsung, Twitter, YouTube, Foursquare and Chevrolet were among the brands getting the most social media chatter at this year's SXSWi, according to social media analysis firm NetBase. Though John Mayer was a SXSW no-show, he was the person with the most social media buzz. Chevrolet, which dispatched a free fleet of cars for attendees generated the most positive buzz.
In a new ad for Ciroc Vodka filmed in Las Vegas to the tune of "Luck be a Lady," Sean "Diddy" Combs pays homage to one of his heroes: Frank Sinatra. Here, Diddy speaks about the spot, his upcoming TV and film ventures, his love for tequila and a big 2012 announcement.
The House version of the PROTECT IP bill, legislation aimed at shutting down rogue websites, got a big reception on the Hill in advance of its introduction late Wednesday. But it may not be the kind of reception that Rep. Lamar Smith, R-Tex. and chairman of the House Judiciary Committee, wants.
The burrito chain Chipotle, which eschews most advertising, appears to have settled on a content strategy: Wrapping up a healthful, anti-industrial-farming message in lightly branded music video that pairs big artists with unlikely songs. The latest features Karen O of the Yeah Yeah Yeahs singing the country tune "Mammas Don't Let Your Babies Grow Up to Be Cowboys" popularized by Willie Nelson and Waylon Jennings.
With marketers sinking up to $6 billion into social media campaigns this year (according to eMarketer), the category has officially become a legitimate form of advertising. But with newfound legitimacy comes a whole new problem: How do we know it’s working? Two new social analytic tools DataXu and Merkle Connect are helping to answer the question.