From the moment Beyoncé walked off the Super Bowl stage, halftime show sticking out of her back pocket after broadcasting black power imagery and black pride lyrics to an audience of 112 million people, the backlash began. From boycotts to criticism from senators and pundits alike, the goal here is to intimidate the pop star into silence because she holds power. But here's the thing; celebrity activists matter. Being an artist does not mean that you cannot speak out about injustice, but critics push that agenda because having a following for your art does mean that people might actually listen when you do.
Let's take a moment to think about why the industry decided to go in this positive and thoughtful direction. And there, I'm done. Marketing grads, I'm sorry to say this aloud but it was not because the powers that be suddenly realized that they should use their influence for good. It's because the industry realized -- and by realize I mean spent millions of dollars studying how the public is reacting to their constant stream of marketing tactics -- that as a culture we are tired of the same old fluffy tricks. We pay for HBO. We recycle. We need more.
The Sochi Olympics, like other popular television viewing events (read: Oscars, Super Bowl) reinforced the importance and potential effectiveness of contextually relevant ads. Think of the Canadian Institute of Diversity and Inclusion spot that went viral, or Proctor & Gamble's Thank You Mom commercial.
I jokingly tell colleagues in the marketing world, that you can't throw a professional marketer down a flight of stairs these days without the words "big data" tumbling out of their pockets. There's no need to benchmark brands against their competencies with big data because, quite frankly, most brands don't even have a proper definition for what big data means.
Spring ahead to Super Bowl Sunday. You are wearing your team's gear; jersey on your freshly showered back, and cap on your uncoiffed mane. You're ready to go p-a-r-t-y. But, before you get set to watch the famous coin flip, check your Super Bowl party manners. Here are 10 don'ts and one do, the get reinvited to next year's matchup.
Super Bowl XLVII will go down in history not as a football game, but as a family conflict hashed out in the public arena. Head coaches are Harbaugh brothers John and Jim, leading opposing teams. As brothers who co-author columns and co-direct projects, we can relate to the interest generated by siblings working in the same arena.
Trying to make the Super Bowl appeal to women? Here's a hint: leave it as is. Super Bowl XLVI is shaping up to be one of the most female-friendly i...