Tag Archives: advertising

NBA Finals Used AirDrop to Connect with Fans

Quick questions: Do you like unexpected ads and announcements on your phone? Does it entertain you, or annoy you?

These were the key questions undertaken in a creative advertising campaign from ESPN and agency R/GA during the NBA finals. The campaign objective was to drive up viewership of the NBA finals. The tool used was Apple’s AirDrop. In case you have forgotten (or not used) AirDrop, the feature enables two users, who are within 30 feet of each other, to transfer files directly between iPhones and other devices.

For the NBA campaign, personalized messages were sent to people who were NOT at the NBA game, but were instead doing other things like sitting on a bench, hanging out with friends, and more non-basketball activities. The stunt was limited in scope, done at only five locations in downtown New York where marketers sent out personalized messages. And, to make sure they didn’t miss a basket, message recipients also got access to the game on live streaming.

Make sure to check your AirDrop settings! Who knows what might show up next.

Group Activities and Discussion Questions:

  1. Poll students: What is their opinion about using AirDrop to deliver unexpected advertisings?
  2. Does use of AirDrop violate privacy?
  3. Show the case study video: https://www.adweek.com/creativity/espn-freaked-out-iphone-users-by-trolling-them-with-airdrop-during-the-nba-finals/?utm_content=position_2&utm_source=sailthru&utm_medium=email&utm_term=AW_Adfreak&utm_campaign=Adfreak_Newsletter_2018061313&s_id=516e0a4d191b2a646da5e880
  4. How many students in the room currently have AirDrop enabled? Will they continue with that setting?
  5. Divide students into teams. Have each team develop a promotional campaign to use AirDrop to get attention, and sales.
  6. Debrief the exercise by having each team share its plan.

Source: Beltron, G. (12 June, 2018). ESPN freaked out iPhone users by trolling them with AirDrop during the NBA finals. Ad Week.

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Diversity: Brands Embrace Hijabs

Macy’s recently made history (or is it herstory?) as the first U.S. department store to sell hijabs for Muslim women. Fashion designer Lisa Vogl developed the modest active wear line for the store. The Verona Collection includes a selection of ready-to-wear items including tops, dresses, pants, cardigans, and hijabs in a variety of fabrics and colors. Items are priced between $12.95 and $84.95.

And, Macy’s is not the only company to carry modest clothing for Muslim women; designer Hana Tajima has several collections carried by international brand Uniqlo. Fashion brand Dolce & Gabbana has also debuted hijabs on the runway.

Nike has also gotten in the game. The company designed and sells a performance hijab for Muslim female athletes. American Olympian fencer Ibtihaj Muhammad made history by wearing a hijab at the 2016 Rio Olympics. The Nike Pro Hijab will be available soon and is priced at $35.00.

And, let’s not forget Mattel, a classic American brand that now has its first hijab-clad Barbie doll. It also honors Olympian Ibtihaj Muhammad. The doll is part of Barbie’s “Shero” line of toys that celebrate women breaking boundaries in sports and science. Also in the Shero line are athletes including Gabby Douglas and Chloe Kim, pioneers Amelia Earhart and Katherine Johnson, and artist Frida Kahlo.

It’s time for inclusivity.

Group Activities and Discussion Questions:

  1. Poll students: Are there market segments that are marginalized? How can these segments be included by brands to expand their reach and encourage diversity?
  2. Video of Macy’s: https://youtu.be/aWVB_bi8RQ0
  3. Video of Nike ad: https://youtu.be/T1Qyg8l-l8U
  4. Nike Pro Hijab Web site: https://www.nike.com/us/en_us/c/women/nike-pro-hijab
  5. Video Uniqlo: https://youtu.be/5xbLFJulZNo
  6. Mattel Sheroes Web site: https://barbie.mattel.com/en-us/about/role-models.html
  7. What other market segments could be represented with new lines of products?
  8. Divide students into teams and have each team develop a product for a different market segment.

Source:  Brandchannel.com. (7 February, 2018). Diversity watch: Brands making strides, slowly, on hijabs.

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World’s Safest Bike – By Toyota

Consumers expect cars to become safer every year. But what about bicycles? Shouldn’t those become safer as well? After all, bikes are more common than cars, and riders are a lot more vulnerable to accidents. An estimated 45,000 bikes are involved in accidents each year, and more than 1,000 bike riders die every year from these accidents. (While this is a not as many as the more than 37,000 people who are killed in automobile accidents each year, it is an alarming number that deserves attention of all bike riders and corporations.)

Toyota shares the concerns of bike riders and is using the new safety features from the Toyota Camry to help provide riders with safer cycles. In a partnership New York-based Priority Bicycles, Toyota helped to create a prototype bike that includes sensors to detect objects and alert riders to danger through a multi-colored light panel. Using more than 500 feet of cables, along with Lidar sensors connected to a display on the handlebars, the bike alerts the rider to activity in front, behind, or to the side of the bike. When a dangerous situation occurs, the lights turn red; yellow is cautious; green is safe. The headlight on the bike also automatically moves up and down as the bike pace changes, increasing visibility farther out as speed increases.

The best part – a button on the bike blasts out the sound of a Camry car horn to announce its presence!

Group Activities and Discussion Questions:

  1. Poll students: How many ride bikes routinely? Who has been injured by a car while riding their bike?
  2. Show a video of the bike: https://youtu.be/TQ-0zoSmyMs
  3. Priority Bikes’ Web site: https://www.prioritybicycles.com/
  4. Discuss the various promotional tactics that can be used for launching a product.
  5. Have students come up with tactics and list all the tactics on the white board (ex: billboards, print, direct mail, etc.).
  6. Divide students into groups to work on this exercise.
  7. Have each develop an innovative tactic that could be used to promote car safety features.

Source:  Beltrone, G. (5 April, 2018). How to promote Toyota Camry’s new safety features? Build the world’s safest bike. Ad Week.

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