Tag Archives: entertainment

More Brand Experiences with Cafes and Hotels

It seems to be increasingly common for brands to open pop-up stores and restaurants designed to give consumers a unique experience, not just a normal shopping trip. In the past year or so, we’ve covered Taco Bell’s branded popup Hotel in Palm Springs, Nutella’s Café in Chicago, Cheetos popup restaurants in New York, and more. Now entering the fray are two very old brands looking to provide new consumer experiences: Oreo and KFC.

First, Oreo has opened an Oreo café in the American Dream Mall is East Rutherford, N.J. It is the cookie brand’s first stand-alone shop and is designed to give fans an engaging environment to explore – and eat! The menu of items includes a menu of Oreo-infused deserts from cheesecakes to milkshakes. And of course, Oreo merchandise is also available to purchase.

Next, KFC is taking on London by opening a pop-up hotel named The House of Harland (the Colonel’s middle name). The KFC Hotel offers “the spiciest stay of the summer” for a short time this summer. It’s a first-class experience that begins with “The Colonelmobile” black Cadillac to pick up guests and deliver them to the hotel. Once guests arrive, they will be greeted by the “Chick-In” Clerk. The experience continues with chick-flicks (get it?) playing in the cinema room. Bedding and wallpaper will be covered with chicken images and a special hot line chicken phone can get your cravings satisfied right away!

All these experiences are making me hungry!

Group Activities and Discussion Questions:

  1. Discuss the increasing use of experiential marketing for brands.
  2. How does this fit into a marketing campaign?
  3. View Oreo café video: https://youtu.be/yqNSfgMOTjM
  4. View the Oreo website: https://www.oreo.com/
  5. Information on the KFC Hotel: https://global.kfc.com/press-releases/house-of-harland-a-kfc-themed-staycation
  6. View the KFC Hotel video: https://youtu.be/b72c_vdWbQY
  7. Divide students into teams. Have each team select a brand and create an experiential campaign for consumers.

Source:  Ad Week

Leave a comment

Filed under Classroom Activities

Netflix Launches Netflix.shop

Movies have long generated revenue from sales of merchandise related to the shows (think Disney). According to trade group Licensing International, sales of licensed products tied to shows was roughly $49 billion in the U.S. in 2019, and $128 billion globally. That’s a big number and one that has attracted Netflix to enter the market with its own merchandise line and shop.

Not content to have us all streaming entertainment constantly, Netflix now wants us to shop on its platform, too. Netflix has launched an online store with items that are highlighted in its shows. While Netflix holds a dominant lead in streaming, it also needs to have new sources of revenue in order to expand. Competitors such as Hulu and HBO Max charge streaming fees, but they also show commercials to generate additional revenue. Netflix does not have that revenue stream.

The new online store will sell apparel, merchandise, and collectibles from favorite shows such as “Stranger Things,” “Lupin,” and other shows. Limited edition street wear and action figures based on “Yasuke” and “Eden” (anime series) are now available. Lupin merchandise includes baseball caps, shirts, hoodies, throw pillow, and even a side table. All of the Lupin products were designed and produced in cooperation with the Louvre Museum. Future products will be based on popular series including “The Witcher” and “Stranger Things” along with Netflix logo apparel.

This isn’t Netflix’s first foray off screen. It has previously created video games based on popular shows and has agreements with department stores to sell products as well.

What will you buy?

Group Activities and Discussion Questions:

  1. Poll students: What movies and shows can they list that have licensed products for sale?
  2. Have they purchased items related to these shows?
  3. Show Netflix’s new store: https://www.netflix.shop/
  4. Discuss the various promotional tactics that can be used for marketing a product. Have students come up with tactics and list all the tactics on the white board (ex: billboards, print, direct mail, etc.).
  5. Divide students into teams. Have each team outline a marketing plan for Netflix.shop and have each team select three different tactics. For each tactic, explain why it was selected and how it will be used.
  6. How can this plan be expanded to new geographies outside the U.S.?

Source:  New York Times; Reuters; other news sources

Leave a comment

Filed under Classroom Activities

Amazon’s Latest Buy – MGM Studios

Amazon is not a company that is content to rest on current successes. The company seems to constantly be innovating new products and technologies. And, when not innovating, Amazon loves to buy as much as its customers. The latest acquisition for Amazon is its purchase of Metro-Goldwyn-Mayer movie studio for a price of roughly $8.45 billion. While not as large as Amazon’s 2017 purchase of Whole Foods (at $13.7 billion), nonetheless it is a substantial investment that seems destined to take Amazon even further into the entertainment business.

The purchase appears to be an effort to increase its Prime Video streaming to help it compete with rivals such as Netflix and Walt Disney Co. By acquiring MGM, Amazon gains more than 4,000 films including key franchises such as James Bond and a strong TV catalog of 17,000 shows that includes The Handmaid’s Tale and more. Prime Video is an important element in Amazon’s customer retention strategy and gives consumers value to stay with Amazon’s membership program.

Other entertainment companies are not waiting around to see what happens. Discovery announced a $43 billion deal to merge with WarnerMedia after a spinoff from AT&T. Sports content also has Amazon’s attention – it signed a deal with the NFL to broadcast Thursday Night Football in 2022.

What will you watch next?

Group Activities and Discussion Questions:

  1. Discuss the four primary marketing strategies: market penetration, market development, product development, and diversification.
  2. Show a news video describing the Amazon purchase: https://youtu.be/msEU9hR6YP0
  3. Which strategy is Amazon using by purchasing MGM? Why?
  4. Discuss with class: Why did Amazon purchase MGM?
  5. Which competitors will be most pressed by this acquisition? Why?
  6. Discuss how grocery retailers will compete with the combined Amazon/MGM?
  7. How can these companies market their services to compete with the company?
  8. Is the MGM acquisition a good move by Amazon?

Source: Associated Press; New York Times; Wall Street Journal; other news sources

Leave a comment

Filed under Classroom Activities