Off the Media
Smart marketers look for opportunities that other marketers have missed. They try to take advantage of taboos or assumptions that may have hamstrung their competitors. When done right, this impulse can create something powerful or unexpected and usually yield a massive ROI.
We’ve seen it a bunch of times. Someone will use social media in some new way (Old Spice). Someone will take advantage of late night television ads in some new way (Snuggie). Someone will take advantage of celebrities or quirky news stories. (Remember GoldenPalace.com?)
On the night of the Met Ball, the Marc Jacobs boutique in SoHo was vandalized by a French street artist named Kidult, just like Supreme, Louis Vuitton, and Hermes had done to them. The next morning, Marc Jacobs made light of it by turning it into a canny social media (and thus: marketing) joke. After that, Marc Jacobs and Company decided to turn it into a $689 T-Shirt, and moreover, turn an indictment of capitalism into an indictment of street art.
Needless to say, Kidult is pissed.
Earlier this week, on the night of the Met Ball, the Marc Jacobs boutique in SoHo was hit by French graffiti artist Kidult, who has famously vandalized Supreme, Hermes, and Louis Vuitton, among others. The hit? Kidult took a fire extinguisher filled with pink paint, and sprayed the word ART over the front of the store (seen above).
Last night, the Marc Jacobs store in SoHo at Mercer below Houston was hit with a blast of graffiti by a graffiti artist apparently notorious for hitting fashion labels. This morning, after it was cleaned up, Marc Jacobs’ PR machine appropriated it for their own branding. Smart.
President Barack Obama is set to roll out his backing of The Buffett Rule, which will be at the center of his campaign, reports the Financial Times. The Buffett Rule is being pitched as a “simple principle” of American tax codes inspired by Warren Buffet’s now-famous claim that his secretary pays a higher tax rate than himself because of the voodoo implicit in capital gains tax rates and the like that benefit the country’s top earners. It is brilliant, if only for already being one of the most well-branded pieces of politics in the history of legislation. Think about this less as a political play, or a piece of propaganda, and more one of brilliant advertising work.
Over the summer, Steve Stoute, the CEO of the brand-marketing firm Translation, went to Wimbledon with his friend and business partner, the rapper Jay-Z, to cheer on Rafael Nadal during the Spaniard’s fourth-round battle with Juan Martín Del Potro. With the match tied in the third set, BBC cameras spotted them. “The man is still here,” said BBC tennis analyst Boris Becker in his heavy German accent. “The Jigga Man, that’s what they call him—Shawn Carter.”
Where most viewers saw a star-sighting. Mr. Stoute saw a “tanning moment.”
Mr. Stoute, in his recent book The Tanning of America: How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy (2011, Gotham Books), defined “tanning” as “the catalytic force majeure that went beyond musical boundaries and into the psyche of young America.” That’s a pretty thick slice of marketing-speak, but the gist of it is simple: hip-hop has radically changed culture and corporate America.
And Mr. Stoute has had a central role in the transformation.
We know you’ve been stockpiling Brooklyn whiskey and Williamsburg cigarettes and maybe even collecting those Spike Lee inspired Absolut Brooklyn bottles. Fortunately you can officially add vodka to the laundry list of Brooklyn vices, according to The Brooklyn Paper.
The Daily News reports that a community college professor has tasked his marketing students with coming up with ways to market the borough to tourists. Seems, oddly enough, that Brooklyn’s northern neighbor lacks allure. From the story:
Organizers are betting the students will offer fresh perspectives on pitching the borough to visitors through social media like Facebook and Twitter.
In a booth on the third floor of the Javits Center, Janet and Kathy Lennon, the youngest two of the singing Lennon Sisters, the wholesome, bouffant-wearing quartet of Lawrence Welk Show fame (still periodically spoofed on Saturday Night Live), were recalling the shooting death of their father at the hands of a delusional stalker.
“It Read More