As an avid explorer of pop culture and industry intelligence, I trot through copious amounts of content ranging from inspirational to thought-provoking to “what-were-they-thinking?” awful, but rarely does something make me stop in my tracks.

Charm's Blow Pop

“100 Days of White” did just that.  Every day for 100 days, artist Andrew Miller is taking a branded product, painting it white, and photographing it for his blog, Brand Spirit.  By removing all branding Miller reduces each item to its basic form.

Some are are unmistakable, even painted white. (Serious evidence supporting the benefits of iconic package design!)

Elmer's

Coca-Cola

McDonald's

Hershey

Others fall hopelessly into a nondescript realm where they could be any brand in the category.

Campbell's

Duracell

M&M

I spoke with Miller, who is both an artist and a designer. Trained in fine arts at Washington University in St. Louis, he spends his days neck deep in branding at Carbone Smolan Agency in New York and his nights working toward a masters in branding at the School of Visual Arts.  His goal for the project was to raise a spectrum of questions about what it means to live in a branded world, ranging from a nostalgic celebration of brands we love to a critique of consumerism in our society. Along the way he found himself fascinated by the basic forms of everyday objects, and discovered a love for industrial design.

For me, the work raised one titillating question I returned to again and again:

Given a blank canvas, would you do to market your brand?
No prior brand standards.
No history.
No preconceived notions.

 
A stunning scenario, right?  I challenge you to spend a little time daydreaming about what you’d do with your brand, given the luxury of a blank canvas. Crawl into your target demo’s mind. Spend a few minutes there, just settling into the space you already know so well. Give yourself permission to go crazy; it’s just a daydream, after all. Now consider the following:

• What brand attributes would you highlight?
• What is the brand voice?
• Does humor play a role?
• What about packaging? Oh, you know you’re going to have fun with that one!
• Will you involve the demo in the creation of your branding?
• Speaking of which, would you add different demos? Which one(s)?
• How does social media fit into your utopian world?
• Does experiential marketing have a place? What does it look like?

 You’re writing this down, right? Good. Now that you have a list of fresh, unfettered ideas, I encourage you to consider if there’s a place for any of that thinking in your everyday reality. Maybe there is. Maybe there isn’t, but your brand will benefit from your having thought about it in a new way. Either way, I hope the exercise was fun – and would love to hear about it.

From where they get their money, to how they manage and spend it, we have the scoop on Millennials and their funds.

Have you ever wondered about this generation’s financial state? It differs per person, of course, but research shows there tends to be two main sources of income: parents and job(s). Millennials, more than in past generations, are picking up part-time jobs in college; in fact along with keg parties and intramural sports, they’re the norm. The average person in their 20s carries approximately $45,000 in debt, a daunting prospect for new graduates looking to make an impact in the world.

On top of all that, the aftermath of the recession remains in full force, making it quite difficult for recent grads to find their first real job. A striking statistic says that nearly 37% of 18-29 year old adults are unemployed or out of the workforce – the highest percentage for this age group in three decades. Yikes! Somehow compared to any other generation, Millennials remain the most optimistic about money and the future. Eighty-nine percent believe they will one day have enough income to lead the life they want, even if that day isn’t today.

One of the biggest differences between this generation and prior generations (in the same life stage) is the prioritization of spending on “good times” rather than goods. 

Millennials are constantly yearning for life-enhancing experiences. For them, making memories sits higher on the priority list than any car, watch, or other material item ever would. More so than any previous generation, Millennials treasure time and moments with family and friends over money in the bank.

Delving a bit deeper – a large bar tab may be rationalized by a Millennial as a practical expenditure on one’s future. Sounds odd, right? Let’s take Justin, who spends $100 covering the bar tab for his new work friends. He sees it as furthering his personal and professional relationships; this time is precious and invaluable, and seen as an investment in the future. It may seem like a stretch but this way of thinking is how many Millennials consider their spending to be practical.

It’s not just the spending that differs for this generation. According to some studies Millennials (in general) are bigger savers than their Baby Boomer parents. A recent TIME magazine article called them “throwback kids,” equating them to their famously frugal Depression-era grandparents. Millennials, around 98% in fact, wanted to save more money in 2011 – twice the rate of their parents and grandparents.

Being born digital natives, it’s natural that Millennials are three times more likely than the average adult to use online banking. To some extent Millennials are becoming extremely smart consumers. More than any other generation, they use the Internet for researching products and reading consumer reviews – not necessarily to hunt for the best prices, but rather the best value. Millennials appreciate brands with authenticity, Americana heritage or some other value-laden attribute.

The concept of value is extremely important to understand when marketing to Millennials. It’s quite simple: provide value in your product or service and you will gain their attention. They use brands as a form of self-expression like never before.

So who’s doing it well?

• Harley Davidson is effectively targeting Millennials with their latest sub-brand, Dark Custom. Selling lifestyle as they always do – and addressing the Millennial budget and desire to spend practically with value statements like “for about $4 bucks a day” is just pure genius.

• New Balance’s recent “Made in the USA” campaign delivers value by allowing consumers to express pride in their country by showing their patriotism on their feet. The brand story is brought to life by showing its impact on small towns across America, in a touching video featured on the website and in social media. Also, consumers can design an individualized shoe via an online customization tool. New Balance knows how to deliver a great experience that people can enjoy and share. Below is our custom Javelin-inspired shoe and another patriotic favorite of ours…

 For more on the collaboration, click here.

The bottom line:

Millennials accumulate experiences and memories rather than material goods, so work with this concept. Add value and experiences to your brand by incorporating an experiential component to your marketing strategy. Your product and business will make a strong impact on Millennials if you do!

The Millennial generation grew up with constant positive affirmation from parents and teachers, and refrains of “You can do anything!” became the soundtrack to their lives. Self-confidence – and sometimes a sense of entitlement – were natural outcomes. Accordingly, coming of age in a recession has been a gritty, fraught transition to reality.

Millennials are looking back en masse with affection and longing to the ‘90s, when they were kids and things were safe. A great many are looking back even further, to something deeper than the simple comforts of childhood. In this nostalgic wonderland, people were connected to one another. The American Dream was something anyone could achieve with enough determination and grit. The United States was respected, damn it!

This fascination with the past doesn’t mean people want to roll back the clock in every way (Give up the tech toys? *gasp!* No way!), but they do want to reclaim the best of the past and infuse it into the present. They are the cultural “remixers.”

What are some of the ways this trend is coming to life? Let’s cruise by a few.

Popular photography apps allow users to easily make digital photos look vintage (Hipstamatic, Instagram), or even look like a Polaroid (Instant). Board games like Scrabble and Monopoly can be played remotely with friends – and these online versions have increased sales of the physical board games. Apps like TypeWriter and miTypewriter bring back the sensation of hammering away on a classic machine when emailing or texting on a smart phone, desktop, or iPad.

Vinyl has been making a comeback with Millennials since 2008 due to the superior sound quality – and cozy retro feel. Many vinyl releases also come with downloadable files so consumers don’t have to choose between quality and convenience. Jack White’s Third Man Records produces all sessions in analog, and releases most records on its signature tri-color vinyl to “bring a spontaneous and tangible aesthetic back into the record business.”

Speaking of music, Americana acts like Mumford & Sons and Avett Brothers are at an all-time high. SPIN magazine describes Americana as “a million different things: a Norman Rockwell painting, a pickup truck, an oven-hot apple pie served on a picnic table with perfect scoops of vanilla ice cream.”

The Americana Music Association gets a little more specific, saying it “can be traced back to the Elvis Presley marriage of ‘hillbilly music’ and R&B that birthed rock ‘n roll,” and is “music inspired by American culture traditions which is not only represented in classic manmade/roots-based sounds but also through new and contemporary artists whose music is clearly inspired by these great traditions.”

No matter how you describe the genre, The New York Times deems the Americana Music Festival, presented by Nissan, “the coolest music scene today.”

Roller skating is back with style, from roller derby leagues to rinks like The High Line in NYC (from retailer Uniqlo), and even a documentary about roller skating history in Venice Beach, “Roller Dreams.”

Old-school soda fountain shops are making a comeback, too. While people of all ages are pretty excited, Millennials in particular have gravitated to this unique combination of nostalgia, kitsch, and authenticity in a neighborhood gathering place.

A particularly beautiful example is Brooklyn Farmacy & Soda Fountain, located in a restored 1920s pharmacy. Every day, soda jerks serve up ice cream sodas, sundaes, and egg creams made with seasonal, house-made, and local ingredients – often with a modern twist on old flavor favorites.

Baked goods get a wink and a nod, too, such as the Ginger Mustache Cookies.

Peter Freeman, founder, has a vision for the Farmacy’s future: modern soda fountain as all-purpose neighborhood hangout, market for local artisans, and corner store for local produce and flowers. For added interest, next to locally made sodas, jams, sauces, and other food items sit ointment tins from the 1940s, and anti-psychotic medications from the 1970s – both left by the previous tenant.

The Farmacy regularly hosts special appearances by local specialty food makers like SlantShack Jerky, Anarchy in a Jar, and SerendipiTea, as well as local artists, authors, and musicians.

Zach Williams and The Bellow, a country/soul act

SUPERCUTE!, an indie-pop band

One brand that has done a bang-up job of finding a relevant way to translate this trend for their brand is PUMA. Antonio Bertone, PUMA Chief Marketing Officer, explains their PUMA Social Club/After Hours Athlete campaign: “It shuns the serious nature of organized sports and celebrates social sports that are timeless and authentic.”

You know, like back in the day, when people got together in person and did stuff. Simple stuff that didn’t cost an arm and a leg. Competitive. Social. Fun. Things you could do with Grandpa, using stuff from back in his day.

PUMA turned that into something unique and fun for their brand, celebrating the special competitive moments of social games played off the field with friends, when the sun goes down: table tennis, darts, bowling, oxygen baseball, pool, foosball, catching a taxi after the club, and getting the last falafel at 3am. The campaign posits that victory doesn’t always come in the form of a touchdown or a no-hitter; sometimes, it’s as simple as getting a phone number at the end of the night.

The campaign includes: humorous ads; experiential activations such as the PUMA Social Club pop-up/hipster den complete with ping pong, DJ, light show and bar; a beautifully designed website; regular social media content such as “How to play Urban Golf”, and “Getting to Know Your Local Bike Polo League”; links to the new clothing and accessories; and plenty of information about PUMA and lifestyle-related activities across the world. It’s stunning, really.

Why the nostalgic, retro approach? CMO Antonio Bertone says, “It’s about vintage-y pre-Internet sports,” adding that “going out, having fun and playing” are cool again. Damn straight.

So what does all this mean for marketers? Progress and innovation doesn’t necessarily mean death to the past. New doesn’t have to replace the old. For Millennials the luster of products, stories, and experiences of the past can enhance – or even exceed – the appeal of the latest shiny things to roll off the assembly line.

The key to making this work for your brand is to realize it’s not just about nostalgia. It’s about taking the essence of what made the product or experience so cool the first time around, and tweaking it for modern sensibilities. Take the great elements, ditch or update the less-than-functional ones, and add a twist to make it your own…perhaps a touch of humor, like the mustache ginger cookies.

How will you leverage this trend for your brand? We’d love to hear from you.

It’s only February but one of the hottest parties of the year has already gone down in history.  Hosted by Rolling Stone, “BACARDI Bash: 150 Years Rocking the Party” brought together the worlds of sports, music, film and television for a one-of-a-kind, high-energy party the night before Super Bowl XLVI.

Guests arrived at a converted warehouse (less than a football field from the site of the big game) to walk the red carpet and pose for photos.

Mechad Brooks (True Blood) with father, former NFL wide receiver Billy Brooks. Photo by Michelle Pemberton : The Star.

Nikki Reed. Photo by Gustavo Caballero : Getty Images.

NFL QB Matt Hasselbeck. Photo by Michelle Pemberton : The Star.

Recording artist Lupe Fiasco. Photo by Michelle Pemberton : The Star.

A pilot and air hostess invited everyone to board an Air Cuba aircraft which transported them to a 1920s Cuba experience complete with a hand-rolled La Gloria Cubana cigar station and mojitos from mosaic-tiled bars.  A costumed BACARDI Girl perched on an ornate swing to pose with consumers.

Photo by Gustavo Caballero/Getty Images.

Photo by Moosylvania : John Gualdoni.

Photo by Aaron M. Sprecher: AP Images for BACARDI.

Cigar rolling. Photo by Moosylvania : John Gualdoni.

Photo by Aaron M. Sprecher/ AP Images for BACARDI.

1920s bar

Partygoers then traveled to 1950s Cuba to play roulette at the casino and enjoy cocktails from the leather bar, served by bartenders in authentic guayabera shirts.

Photo by Moosylvania : John Gualdoni.

Photo by lastnightsparty.com.

Photo by lastnightsparty.com.

Photo by lastnightsparty.com.

Photo by lastnightsparty.com.

Photo by lastnightsparty.com.

Upon arrival in the modern era, revelers created messages on a digital graffiti wall to be saved in a BACARDI time capsule, and enjoyed a blowout concert befitting a 150th birthday celebration.

Photo by Gustavo Caballero : Getty Images.

Photo by lastnightsparty.com.

Photo by lastnightsparty.com.

Graffiti wall. Photo by Moosylvania : John Gualdoni.

Graffiti wall. Photo by Moosylvania : John Gualdoni.

Consumer-created graffiti

Consumer-created graffiti

Consumer-created graffiti

To add to the ambiance of each room, BACARDI Girls were dressed in unique period costumes and BACARDI imagery from the era was displayed.

Stars were out in full force throughout the night.  Green Bay Packers quarterback (and freshly minted NFL MVP) Aaron Rodgers mingled in the VIP section with R&B star B.O.B., Jane’s Addiction guitarist Dave Navarro, and Scary Movie ingenue Anna Faris.  Mad Men star Jon Hamm was spotted enjoying himself, as were Alyssa Milano, Akiva Schaffer, Chace Crawford, Jessica Stroup, Joe Manganiello, Lance Bass, Matthew Morrison, Nikki Reed, Paul McDonald, Pete Wentz, Will Forte, Chris Meloni, Erin Andrews, and Joshua Bowman.

Photo by lastnightsparty.com.

Photo by lastnightsparty.com.

Photo by Gustavo Caballero : Getty Images.

Photo by lastnightsparty.com.

The evening’s entertainment featured some of the hottest musical acts around, including Gym Class Heroes, Cobra Starship, Lupe Fiasco, and party rockers LMFAO.  Between high-energy sets, guest DJ Taryn Manning was lowered from the ceiling on specially constructed scaffolding, bringing her eye-level with a crystal chandelier featuring several dangling electric guitars.  Body-painted BACARDI Girls led the crowd in a digital birthday message from the stage, to the delight of all.

LMFAO took the stage around 1am with energetic performances of favorites including “Get Crazy” and “Put That Ass to Work.”  The crowd showed their appreciation by jumping along and batting around a giant inflatable zebra.  Confetti blasts during “Party Rock Anthem” and a stripped-down performance to “Sexy and I Know It” were memorable finales to BACARDI’s 150th birthday bash.

Cobra Starship. Photo by lastnightsparty.com.

DJ Taryn Manning. Photo by lastnightsparty.com.

Gym Class Heroes. Photo by Aaron M. Sprecher/ AP Images for BACARDI.

Painted BACARDI Girls. Photo by lastnightsparty.com.

Painted BACARDI Girls on stage. Photo by Jetedone, Inc.

LMFAO. Photo by lastnightsparty.com.

LMFAO. Photo by lastnightsparty.com.

LMFAO. Photo by lastnightsparty.com.

Photo by lastnightsparty.com.

It was an unforgettable night for all, thanks to an amazing client and an exceptional team. You guys rock, as always!

For more photos, see the event album on Facebook.

To me, the Super Bowl has typically meant eating too much, talking through most of the game, and critiquing the commercials. That excludes 1999, the one and only year the Rams made it to the top! Other than that glorious game, the games are just a blur amid some legendary, memorable commercials.

This year I was kind of shocked – where did all the commercials go? Are we in that much of a recession? Sure, the usual players showed up to play, but where were the smaller guys? It might be me, but the game actually seemed like the real show this year.

A few days ago my colleague, Matt, posted his thoughts on the commercials. We had some different views on a few things and it’s made for some entertaining conversations over lunch. So what have we been bantering about?

My top pick for the year is…drum roll…the Sketchers Finish Line dog. No, it’s not just because I’m obsessed with bulldogs (though that subconsciously may have played a role), but the overall concept and underdog factor made it a delight to watch. To top it off, his name was Mr. Quiggly! Pure genius. He really did win the race, and with style. (Doubly sweet – his signature move was mirrored in the game by a Giant.)

A close second was the uber-hilarious ‘sexy’ M&M – who arrived at the party naked. What a fun way to grab attention and appetites. In true M&M fashion, the humor appeals to all ages, which makes it a classic, truly well done ad. Bravo! M&Ms are sexy — and they know it.

Another beauty was VW’s Game Day commercial, with yet another dog! What I love is that it has a Rocky training vibe and serves as a good reminder that it’s that time of the year again: Operation Beach Body. I also enjoy the throwback workout tunes. Not to be forgotten, the second half of the commercial features Star Wars creatures, making nerds everywhere happy, including my older brother. Success all around.

Matt does mention some great vintage Anheuser-Busch commercials that are indeed true classics, but we disagree about their current crop. In particular, I enjoyed the party-through-the-generations ad. It made me want to jump through the TV into an old-school ‘80s dance party. The portrayal of the times was dead-on and the song choice was perfect. Remixing a current hit worked well and even had me searching Google for “that song in the Budweiser Super Bowl commercial”. Thanks for the new jam, Bud!

Enough of the good.

The biggest commercial upset for me? Although it wasn’t the worst one out there (I agree with Matt – Go Daddy may have claimed that honor) and it pains me to say it, the Ferris Bueller for Honda ad left me disappointed. I had been anticipating this ad for three weeks, after reading an article that set some pretty high expectations. As a proud CR-V owner and a Ferris fan, I really wanted to love it…but somehow it just didn’t happen. There was nothing new, nothing creative, just a bad cliché of the classic. Why tarnish gold?

Overall, I thought there was a pretty solid showing this year and I’m already excited to see what next year brings.

On Sunday night 111.3 million people tuned in to watch the Super Bowl, and – let’s face it – half of them tuned in for only one reason. No, it wasn’t to drool over Tom Brady and his shiny locks of hair, and it wasn’t to watch two East coast rivals battle it out for one of the most prized possessions in modern day sports. No, Super Bowl Sunday is viewed by many as the greatest day in commercial advertising, period. For the first time in many years, the ads did not disappoint.

Let’s start off with Coca-Cola. Wow! They brought back the polar bears! The Coke bears are one of my fondest childhood memories as far as commercial advertising goes, and I’m sure many others were as happy as I was to see the bears’ triumphant return. The ads took me back to my childhood and brought a smile to my face, cherishing all of the good times I had with a Coca- Cola product involved.

I tip my hat to Honda and Kia for – by far – the most creative and entertaining ads of the day.

Honda hit it out of the park with “Matthew’s Day Off,” a re-creation of the beloved “Ferris Bueller’s Day Off.” The commercial, created by RPA, gave viewers a two and a half minute recap of the movies best scenes. Despite that, I wasn’t impressed with the Honda CRV itself, even when it was airborne in the last scene. The Honda brand overall did stand out to me, so I guess you can count that as a win.

Kia had a dark horse in the race with their dream segment featuring the Optima.  Showing off the car as both sporty and sexy, the commercial it shows the sandman granting dreams to a sleeping couple. The woman gets a normal dose of dream dust while the man gets far too much. He proceeds to dream of a race track full of gorgeous, semi-nude women while racing around in the new Optima, showing off its 270-horse power engine and sleek new look. With this ad and the revamping of its cars, Kia has truly reshaped their image and is on its way to becoming one of the best names among economy/import vehicles.

As usual, Doritos had very humorous ads that made audiences giggle. In particular, I loved “Man’s Best Friend,” which featured a dog trying to cover his tracks (and bribe his owner) after killing a missing cat. The dog accomplishes this by giving his owner a new bag of Doritos anytime he thinks about mentioning the incident. For any dog lovers it was truly a side-splitting ad, and I count it a major win for the Doritos marketing team.

Not every ad can be good, and there were definitely some bland and boring ones this year. I’m looking at you, Go Daddy! You’re going for straight sex appeal by showing nothing but semi-naked women. Don’t get me wrong; I definitely like watching attractive women, and this isn’t a bad way to market your company to males, but come on! At least put a little comedic twist in there. Hell, anything will do! This type of ad was fine in the beginning, but it’s getting sad that it goes unimproved year after year.

The biggest disappointment by far was Anheuser-Busch/InBev/whatever they’re calling themselves these days.  AB’s ads used to be the Holy Grail when it came to Super Bowl ads; sadly, now they just blend in with the rest.  Whatever happened to the Budweiser frogs and the lizards that brought so much joy to consumers and brand recognition to Anheuser-Busch?  (See below.)  Anheuser-Busch commercials have now become run-of-the-mill ads that waste millions of dollars for the company and are a bore to watch for consumers.

The word that I’d used to sum up the 2012 Super Bowl ads is: improvement.  This year’s crop of Super Bowl ads featured some of the most creative commercials I’ve seen in a very long time, despite a few uninspiring ones from top spenders such as Anheuser-Bush/InBev.  No matter what, I’m already looking forward to next year.

Millennials love shopping brands that share their values, because every dollar spent pulls double duty: it buys the goods and makes the world a better place. Talk about purchasing power!

We’ll explore more Millennial values in future posts, but the focus for today is this: brands that incorporate value-driven programs into their business plan (brand-relevant, of course) enjoy buzz and brand loyalty that is well worth the investment.  So what are some of those values?

To start with, Millennials are very concerned about the environment and are more likely than any other generation to purchase goods made from recycled materials.  Brands that tread lightly on the Earth are likely to win Gen Y support, particularly over competitors with a heavy footprint.

More than two thirds of Millennials think people should volunteer, and those 18-24 are 36% more likely than the average adult to participate in a volunteer organization.  When it comes to spending, they value companies that provide time for employees to improve their communities.  In fact, when Millennials choose a workplace, this commitment to volunteerism is valued more than higher pay and flexible work hours.  Shocking? Perhaps, but true.

That’s not all: when it comes to cold, hard cash, 60% (more than any other generation) believe large corporations should make charitable donations.  This can take the form of outright gifts to charities, event sponsorship to raise funds, or direct donations of product to those in need.

So who’s doing it well?

• Gap took part in the (RED) campaign to eliminate HIV/AIDS in Africa, releasing a special (RED) collection including t-shirts made in Africa.  The ongoing campaign has brought in $180M+ to date.

• Whole Foods Market ranks among the most socially responsible businesses by many measures.  The grocery store chain sells fair trade items and locally sourced products, eliminated plastic grocery bags, and supports community and non-profit organizations.

• Purchase a pair of TOMS shoes and they’ll donate a pair of shoes to a child in need.  It’s BOGO on speed: buy one, give one – and Millennials love it.  To further raise awareness of this need, they spearhead the “One Day Without Shoes” global movement, challenging people to walk a day in the bare feet of kids around the world.

• Warby Parker – similar to TOMS, this eyewear brand donates a pair of glasses to someone in need for every pair they sell.  The brand also prides itself on being one of the few carbon-neutral fashion brands in the world.

The Bottom Line:
Millennials value companies with a conscience.  If your company supports sustainable sourcing, green production methods, a charitable cause, or something else that makes the world a better place, incorporate it into your overall marketing strategy – especially social media.  If you’ve got something meaningful for Gen Y to embrace, be vocal and let them know!

A key characteristic among many Millennials is the desire to be unique within a group – in fact, it’s important to 71% vs. 38% of non-Millennials. They embrace multiple modes of self-expression. 20% have posted a video of themselves online. Nearly 40% have a tattoo – and about half of those have two to five and 18% have six or more.

Could it because reality TV (designed to find the excitement in “ordinary” lives) exploded while Millennials were teenagers, rewarding everyday people who managed to stand out in their own way?

Regardless of the reason, consumers have come to see customization as recognition that no two people (or their needs) are the same.  Some brands that are doing it well:

• Intel’s Museum of Me makes a virtual museum display out of consumers’ Facebook photos, posts, videos and more.  The result is a brief video tour of one’s very own museum, with personal memories in place of works by famous artists.

• Converse has long celebrated the individuality of their consumers, but they’re taking it to the next level with their full line of “Design Your Own” footwear.  Take a look (below) at a Javelin-inspired shoe we couldn’t resist designing…

• Smart Car offers drivers the ability to have their car painted nearly any color or pattern as part of its “smartExpressions” program.

• And finally – what’s more personal than the street where you grew up? Arcade Fire released the first HTML5 music video, which lets viewers set their own childhood neighborhood as the backdrop where the hero runs through the streets. Viewers can even write sprawling, branching messages to their childhood selves.

What does it mean for marketers?   Brands that make it easy for Millennials to “have it their way” earn a lot of attention, interaction, and loyalty.   How will you rise to the challenge?

In 2011 Event Marketer magazine established the Event Technology Awards competition to “shine a spotlight on the best use of event technology to elevate brand experiences, increase reach, communicate smarter, drive attendance, increase leads, push sales and upgrade the engagement between companies and their target audiences.”

As usual, they charged out the gate at top speed, and we were honored to be on the inaugural ride.  At the awards ceremony on December 5, Javelin was awarded a Gold in the “Best Use of Social Media” category for BACARDI’s “Like It Live” campaign.

Nice and shiny, eh?  Here’s the article in the new issue of the magazine:

Event Marketer says, “Bacardi’s social media crowdsourcing strategy brought fans’ Facebook “likes” to life and transformed each figurative thumbs up into real life experiences for thousands of fans at events in New York and Las Vegas last June. ”

Thank you, Event Marketer!  We had such a blast with BACARDI, our partner agencies, and of course all the consumers who attended – and your recognition is delicious icing on the cake.

For more details on the program, check out this BACARDI “Like It Live” snapshot or “Like It Live” video from DJ Irie and team.

The best fans in baseball have latched onto a furry friend, the rally squirrel, to push the St. Louis Cardinals further into postseason play.  The rally squirrel made his debut during several of the Division Series games in St. Louis and reportedly took a road trip to Philly for Game 5.  Redbird fans have taken him “under their wing” as a good luck charm.

Buschie, as some have dubbed him, has become the most popular personality in St. Louis in just over a week.  There are currently over 50 pages on Facebook dedicated to the little guy, and he has his own Twitter feed.  Untold numbers of t-shirt designs, hats, stuffed animals, and more have been created for fans who want to show their team support by showcasing Buschie and his bushy tail.

Hundreds of news stories have been written, making Buschie even more famous.   Busch Stadium will be giving out rally towels at Game 3 of the NLCS to over 40,000 fans.  I’m sure you’ll hear the catchy Rally Squirrel song playing at the pep rally in Ballpark Village this week as well.  Whether Buschie is the Cardinals’ good luck charm, a fantastic marketing opportunity for local t-shirt manufacturers, or a social media phenomenon – he’s cute and cuddly, and St. Louis has fallen in love with him!  Go Cardinals!