Tag Archives: promotion

by | Monday, June 1, 2026 · 7:13 am

Baby Yoda Sells More Than Movie Tickets

What happens when a brand lifts more than just awareness? In the case of The Mandalorian and Grogu, marketers are literally making ads float and partnering with unexpected brands to reach fans in fresh ways.

In Madrid, Disney and Havas Creative stunned passersby with levitating billboards powered by Andtonic’s magnetic technology. These weren’t optical illusions, but rather actual posters hovered over city streets to promote the new film. It’s a bold example of marketing activation, designed to turn sidewalks into unforgettable touchpoints.

At the same time, Archer Meat Snacks launched its first entertainment partnership by teaming up with the very same movie. The campaign spans streaming ads, retail promotions, co-branded packaging, QR-code incentives, and even a Fandango reward for purchasing snack products. It’s a textbook case of co-branding with a rising CPG (consumer packaged goods) brand borrowing the cultural power of a legendary franchise to expand its audience.

Meanwhile, Disney faces a strategic challenge to bring Star Wars back to theaters after a 6½-year break. The stakes are high, and the marketing must appeal to both lifelong fans and new viewers. Floating posters, cross-category partnerships, theme-park integrations, and gaming tie-ins all support one goal: reigniting excitement for a franchise navigating a rapidly shifting media landscape.

Together, these efforts show how modern marketers must blend creativity, technology, and cross-platform strategy to activate fans across generations. Whether it’s a hovering billboard or a bag of co-branded jerky, the Force is in the marketing.

Discussion Questions and Activities

  1. Why do you think Disney invested in dramatic outdoor activations like floating billboards? What marketing objectives do they support?
  2. How does Archer benefit from co-branding with The Mandalorian and Grogu, and what risks and benefits might come with that partnership for Disney and Archer?
  3. Which parts of Disney’s multi-platform strategy (theme parks, streaming, gaming, merchandise) do you think matter most for revitalizing the franchise? Why?
  4. How do promotions like QR-code movie rewards influence consumer behavior? If movie theater attendance continues to decline, how should studios rethink their marketing mix?
  5. Ad Intelligence. Using the free social media ad tracking tool Ad Library, ask students to search Disney’s “The Mandalorian and Grogu” ad partnerships to locate active or recent ad creatives across Meta platforms. For each brand, identify the visual style and tone of the ads and the target market.
  6. Marketing Activation Breakdown. In small groups, create a short “activation map” showing every customer touchpoint used in this campaign including Out-of-home (OOH), digital, retail, etc. Identify which touchpoints work best for younger audiences.
  7. Co-Branding Pitch. Students pair up and pick a snack brand. Their task is to design a co-branding idea with a major entertainment franchise. Present the target audience, the creative concept, and a promotional reward.

Sources: Kelly, Chris (13 April 2026), Archer Meat Steaks and The Mandalorian and Grogu, MarketingDive; Masunaga, Samantha and Greene, Sean Greene (23 May 2026) Can Disney recapture the Force with ‘The Mandalorian and Grogu’? Los Angeles Times; Nudd, Tim (22 May 2026), The Force is strong with Havas Creative’s new Star Wars billboards in Spain, Ad Age.

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by | Wednesday, July 23, 2025 · 2:16 pm

A Shortcut to Perks for Influencers: Neon Coat

Marketers have always used beautiful people to sell their products. One proven solution for businesses looking to enhance a trendy vibe is to provide perks (often free or reduced prices for goods and services) for models to be physically present. Having happy, attractive, and typically young people hanging around the establishment draws in others. The energy and enthusiasm can be contagious. But there can also be a dark side; many models are not highly paid and may be beholden to agencies or promoters, having little autonomous decision-making about what they promote. The results can be unhealthy and sometimes even dangerous for women in this position.

A former model, Larissa Drekonja, is one of the founders of the app Neon Coat that aims to give women more freedom of choice in promotions and at the same time access to support and community. The app, launched in 2017, allows businesses to sign up to provide discounts and freebies, and models to claim them. The reciprocal agreement allows businesses to benefit from the presence of gorgeous people and often to reshare the posts they make to social media. Models can meet friends through the app and enjoy access to education and necessary services.

Given the similar role that social media influencers play today, the app now allows them to participate too. The requirements are slightly different; models must be signed with an agency and have a significant portfolio plus at least 1000 followers on social media while influencers need 5000 followers on Instagram or TikTok.

While the app is currently available in just a few cities (New York, Los Angeles, Miami, and London), it has been a big success. More than 12,000 models and influencers have generated over 350,000 pieces of content for some 1,500 businesses they have promoted.

Activities:

  1. Ask students: Do you enjoy visiting trendy businesses? Have you ever suspected that some attendees were compensated to be there? Would it change your opinion on the establishment if they were?
  2. Have students look up social media accounts for Neon Coat and review some of the content. TikTok’s is here:  https://www.tiktok.com/@neoncoat. Which of them are most appealing? Does the content make you want to patronize the business?
  3. Ask students to form small groups and create a social media promotion for a small business in your area. Design it as if it were to be posted to Neon Coat’s social media and likely reshared by the business.

Sources: Florsheim, Lane, (16 July 2025) These Restaurants, Salons and Workouts Are Free for Hot People—if They Post About Them, Wall Street Journal. Taylor, Magdalene, (20 Mar 2021) Want Free Stuff as an Attractive Woman? There’s an App for That, MEL Magazine.

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by | Tuesday, July 15, 2025 · 12:12 am

The Evolution of Pet Food Marketing

Do you consider your pet a member of your family? Would it surprise you to learn that 97% of American pet owners feel that way? We spend $64 billion just on pet food and treats each year, and marketers are increasing their research to improve their sales.

Today about one half of all pets are owned by Millennials and Gen Z, so new trends to appeal to these pet parents have become essential. These consumers prefer short form video that is both entertaining and authentic rather than highly produced. And to really appeal to them, messages should match their values.

Younger generations are known to shop with sustainability in mind. This might include looking at alternative protein sources when it comes to pet food. Hilucia is an insect-based brand that educates about the nutritional and environmental benefits of its product using a fun cartoon mascot. Personalization continues to be popular too, with several brands like Purina using AI to offer consumers specific recommendations for individual pets. Farmer’s Dog has seen success on social media celebrating real dogs’ stories rather than sharing generic information. Consumers are drawn to campaigns that treat them like partners in a pet’s journey, offering education and guidance.

Many pet owners are interested in deepening bonds with their furry kids, and though we might see this represented more often in advertising for dogs, cat owners want that too. Cat ownership has surged thanks to Gen Z and consequently a movement exists to develop marketing that isn’t identical to that of dogs. Cats are notoriously uninterested in pleasing their owners, even leading to a phenomenon known as ‘feline insecurity,’ or a worry that your cat is indifferent to you. Cat owners may be particularly receptive to messages about how they might connect with their pets in a deeper way.

Recent research into cat physiology has determined that cats may lack certain taste buds; for example, they cannot taste sweetness. Their finicky eating habits may be to blame for a distinct difference in ‘treating,’ with dogs getting 32% more treats than cats. New campaigns aim to shrink the treat gap and help owners bond with cats. A Whiskas campaign introduces ‘Purradise,’ a special sensory journey for cats, and owners can take a ‘Purrsonality’ quiz to help identify their cat’s traits and find suitable products. The goal is satisfaction for both the cat and its human companion.

Activities:

  1. Ask students: Do you own a pet? If you do, how do you try to bond with it?
  2. Have students look up advertising for pet food and treats. Here is one from Temptations:  https://www.youtube.com/watch?v=mt-_vNhaSUc. Do the ads seem geared towards Millennials or Gen Z? In what ways?
  3. Ask students to form small groups and create a social media promotion for specific pet food or treat (include the brand) that appeals to younger generations. What trends do you think might be effective?

Sources: Kanaras, Kelly, (15 May 2025) Marketing to modern pet parents, Petfoodprocessing.net. Khan, Natasha, (14 Jul 2025) Inside Operation ‘Cattitude’: A Pet Food Giant’s Mission to Understand Cats, Wall Street Journal.

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