Tag Archives: promotion

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

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College Athletes Can Now Make Money

It’s been a long time coming, but finally college athletes can make money! A new NCAA policy allows student athletes to earn compensation by marketing their name, image, or likeness (NIL). This is a big shift in policy from the NCAA which has long banned college athletes from receiving any compensation other than tuition.

The new NIL rule will let student athletes earn income from licensing merchandise, podcasting, offering lessons, promoting brands, opening businesses, and other deals. In addition, student athletes can use their personal brands to earn money. Many athletes have a strong social media presence that can be leveraged into marketing brands and products.

On July 1st, hundreds of student athletes announced deals for NIL.  Big winners right away were sisters Hanna and Haley Cavinder, basketball players at Fresno State who are now spokespersons for Boost Mobile. Auburn football players Bo Nix and Shaun Shivers also announced partnership deals (with Milo’s Tea and Yoke respectively).

Some athletes will be paid for appearances, others will endorse products for payments, and still others are launching merchandise lines. The deals are not necessarily tied to sports. Athletes are now able to earn income from gigs as musicians, designers, and artists also.

It’s important to note that of the hundreds of thousands of college athletes, many will not benefit from the NIL policy. Athletes still cannot be paid directly by colleges beyond their attendance costs, nor are athletes to be considered employees of the colleges. But the opportunities are now there and will certainly influence sports and business.

The times are indeed changing.

Group Activities and Discussion Questions:

  1. Poll students: What is their opinion on the new NCAA policy that allow student athletes to profit off their name, image, and likeness?
  2. What are the positives and negatives for the policy?
  3. How will this policy impact marketing activities?
  4. Show video about the college athlete pay debate: https://youtu.be/q8dtMX_wXNY
  5. Show Open Sponsorship website: https://opensponsorship.com/
  6. Divide students into teams. Have each team develop ideas on how businesses could use college athletes in their marketing.

Source:  Ad Week; Assoc. Press; CNBC; NBC Sports; New York Times; other news sources

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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

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