Connect with us

Tech

‘Making advertising a little bit more entertaining’: Why brands like Liberty Mutual, Bushmills and Booking.com are partnering with entertainment on co-marketing efforts

Published

on

‘Making advertising a little bit more entertaining’: Why brands like Liberty Mutual, Bushmills and Booking.com are partnering with entertainment on co-marketing efforts

Liberty Mutual’s rolling out a new ad this month featuring familiar animated characters: Minions. The insurer is doing so as part of a co-marketing effort to promote the Liberty Mutual’s offerings as well as the upcoming Minions movie, Minions: The Rise of Gru.

Liberty Mutual isn’t alone in partnering with an entertainment property for advertising. Brands such as Booking.com and Bushmills have recently done this with their launches of promotional campaigns for the month of June. By working with entertainment properties with recognizable characters, marketers believe they can help their brands stand out in an increasingly cluttered, noisy and fragmented ad environment as people feel a connection to the characters they may see in co-marketing efforts.

PRIME PAIRINGS

Liberty Mutual + Minions; Liberty Mutual + Spiderman; Booking.com + “Ultimate Elvis Experience”; Bushmills, BEN Group + Peaky Blinders.

“Consumers are now watching movies with ensemble casts and characters from across one or multiple franchises,” said Jenna Lebel, Liberty Mutual chief marketing officer, global retail markets in the U.S. “We feel that consumers are interested in seeing this in their advertising, too, and making advertising a little bit more entertaining and less sort of disruptive to the content that you want to be streaming.”

Lebel added that brands must reach out to consumers in new and innovative ways beyond what they have done in the past as the advertising market is oversaturated. “As the advertising landscape becomes more cluttered, video consumption is very fragmented.”

Liberty Mutual’s spots featuring Minion characters will run across a variety of platforms, including TV, online video and social media, during the eight-week window surrounding the release of Illumination’s upcoming movie Minions: The Rise of Gru, in theaters July 1st. It’s unclear how much the effort cost or how much the company and movie studio may have saved on advertising as the company declined to share those figures. Liberty Mutual previously worked with Sony on a co-marketing effort for Spiderman: No Way Home’s release last year.

Co-marketing efforts aren’t always traditional ad spots. Booking.com worked with Warner Bros’ Elvis on a co-marketing effort this month as well, offering fans a chance to stay at The Guest House at Graceland in Memphis as the “Ultimate Elvis Experience” in time for the biopic’s release in theaters in North America on June 24. And Bushmills and entertainment AI company BEN Group partnered with Peaky Blinders to release a limited edition whiskey product in support of the premiere of the final season of the show on Netflix. An influencer marketing campaign has been developed by BEN to further promote the launch.

Marketers and agency execs believe co-marketing between brands and entertainment properties will continue to grow and evolve as brands look for ways to stand out and get consumers’ attention, something that’s become more and more difficult in recent years.

Marketers say the drive isn’t simply partnering to save ad dollars — they declined to share figures for the partnerships or how much partnering saves on media spending — but to stay top of mind for consumers. “I really see that it’s an opportunity and it’s a dual strategy for a lot of brands that we work with,” said Katy Wolf, senior account director of client services for BEN Group, of partnering with brands for integrating into entertainment properties. “They’re going to continue their traditional advertising and their buys there, but they also want to be inside the content as well.”

There’s just an extreme amount of power in aligning with entertainment and Hollywood.

Katy Wolf, senior account director of client services, BEN Group

Lebel believes that there are great opportunities beyond revenue when it comes to these partnerships as the focus should be on how a brand will make a name for themselves. “We weren’t looking at how we can save money,” said Lebel. “We were looking at how we can make the work most impactful in the market.”

To measure the effectiveness of co-marketing efforts, marketers say they track how memorable an ad is, as well as how successfully it delivers the brand message. Allen Adamson, co-founder of Metaforce, believes that these initiatives can set the tone for brands to be remembered in the long run. “[For] Brands [it is] hard to get everyone’s attention and they have to be closer to being authentic and entertaining as ever.”

BEN Group’s Wolf echoed that sentiment. “They’re really connecting audiences to the narrative and characters that they already love. And that’s really what’s driving that social and cultural conversation. So I think there’s just an extreme amount of power in aligning with entertainment and Hollywood.”

Read More

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published.

Tech

FIFA 23 lets you turn off commentary pointing out how bad you are

Published

on

By

FIFA 23 lets you turn off commentary pointing out how bad you are
A player shouldering the ball



(Image credit: EA)

FIFA 23 might be the best game soccer game yet for terrible sports fans, as it lets you turn off commentary that criticizes your bad playing.

Now that the early access FIFA 23 release time has passed, EA Play and Xbox Game Pass Ultimate subscribers can hop into the game ahead of its full release. But as Eurogamer (opens in new tab) spotted, they’ll find a peculiar option waiting for them.

FIFA 23 includes a toggle to turn off ‘Critical Commentary’. The setting lets you silence all negative in-match comments made about your technique, so you can protect your precious ego even when you miss an open goal or commit an obvious foul. The more positive commentary won’t be affected. 

Spare your feelings

A player dribbling the ball in FIFA 23

(Image credit: EA)

The feature looks tailored toward children and new players, who don’t want to have their confidence wrecked within mere minutes of picking up the controller. But even experienced players who just so happen to be terrible at the game might benefit.

It’s not perfect, though. According to Eurogamer, the feature didn’t seem to work during a FIFA Ultimate Team Division Rivals match, with critical comments slipping through the filter. Still, who hasn’t benefited from a light grilling every now and then?

Polite commentary isn’t the only new addition in FIFA 23. It’s the first game in the series to include women’s club football teams, and fancy overhauled animations that take advantage of the PS5 and Xbox Series X|S’s new-gen hardware. EA will be hoping to end on a high, as FIFA 23 will be the last of its soccer games to release with the official FIFA licence.

If disabling critical commentary doesn’t improve your soccer skills, maybe building a squad of Marvel superheroes will. Although you might not do much better with Ted Lasso wandering the pitch.

FIFA 23 is set to fully release this Friday, September 30.

Callum is TechRadar Gaming’s News Writer. You’ll find him whipping up stories about all the latest happenings in the gaming world, as well as penning the odd feature and review. Before coming to TechRadar, he wrote freelance for various sites, including Clash, The Telegraph, and Gamesindustry.biz, and worked as a Staff Writer at Wargamer. Strategy games and RPGs are his bread and butter, but he’ll eat anything that spins a captivating narrative. He also loves tabletop games, and will happily chew your ear off about TTRPGs and board games. 

Read More

Continue Reading

Tech

Google Pixel 7 price leak suggests Google is totally out of touch

Published

on

By

Google Pixel 7 price leak suggests Google is totally out of touch
The backs of the Pixel 7 and the Pixel 7 Pro



(Image credit: Google)

We’re starting to hear more and more Google Pixel 7 leaks, with the launch of the phone just a week away, but tech fans might be getting a lot of déjà vu, with the leaks all listing near-identical specs to what we heard about the Pixel 6 a year ago.

It sounds like the new phones – a successor to the Pixel 6 Pro is also expected – could be very similar to their 2021 predecessors. And a new price leak has suggested that the phones’ costs could be the same too, as a Twitter user spotted the Pixel 7 briefly listed on Amazon (before being promptly taken down, of course).

Google pixel 7 on Amazon US. $599.99.It is still showing up in search cache but the listing gives an error if you click on it. We have the B0 number to keep track of though!#teampixel pic.twitter.com/w5Z09D28YESeptember 27, 2022

See more

According to these listings, the Pixel 7 will cost $599 while the Pixel 7 Pro will cost $899, both of which are identical to the Pixel 6 and Pixel 6 Pro starting prices. The leak doesn’t include any other region prices, but in the UK the current models cost £599 and £849, while in Australia they went for AU$999 and AU$1,299.

So it sounds like Google is planning on retaining the same prices for its new phones as it sold the old ones for, a move which doesn’t make much sense.


Analysis: same price, new world

Google’s choice to keep the same price points is a little curious when you consider that the specs leaks suggest these phones are virtually unchanged from their predecessors. You’re buying year-old tech for the same price as before.

Do bear in mind that the price of tech generally lowers over time, so you can readily pick up a cheaper Pixel 6 or 6 Pro right now, and after the launch of the new ones, the older models will very likely get even cheaper.

But there’s another key factor to consider in the price: $599 might be the same number in 2022 as it was in 2021, but with the changing global climate, like wars and flailing currencies and cost of living crises, it’s a very different amount of money.

Some people just won’t be willing to shell out the amount this year, that they may have been able to last year. But this speaks to a wider issue in consumer tech.

Google isn’t the only tech company to completely neglect the challenging global climate when pricing its gadgets: Samsung is still releasing super-pricey folding phones, and the iPhone 14 is, for some incomprehensible reason, even pricier than the iPhone 13 in some regions. 

Too few brands are actually catering to the tough economic times many are facing right now, with companies increasing the price of their premium offerings to counter rising costs, instead of just designing more affordable alternatives to flagships.

These high and rising prices suggest that companies are totally out of touch with their buyers, and don’t understand the economic hardship troubling many.

We’ll have to reach a breaking point sooner or later, either with brands finally clueing into the fact that they need to release cheaper phones, or with customers voting with their wallets by sticking to second-hand or refurbished devices. But until then, you can buy the best cheap phones to show that cost is important to you.

Tom’s role in the TechRadar team is to specialize in phones and tablets, but he also takes on other tech like electric scooters, smartwatches, fitness, mobile gaming and more. He is based in London, UK.

He graduated in American Literature and Creative Writing from the University of East Anglia. Prior to working in TechRadar freelanced in tech, gaming and entertainment, and also spent many years working as a mixologist. Outside of TechRadar he works in film as a screenwriter, director and producer.

Read More

Continue Reading

Tech

DisplayMate awards the “Best Smartphone Display” title to the iPhone 14 Pro Max

Published

on

By

DisplayMate awards the “Best Smartphone Display” title to the iPhone 14 Pro Max

, , , , , ,

search relation.

, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

 

Read More

Continue Reading

Trending

Copyright © 2022 Xanatan