The Cannes Lions International Festival of Creativity will honor Heineken its Creative Marketer of the Year at the festival in June. Past honorees include McDonald’s last year, Coca-Cola in 2013 and Mars in 2012. The honor recognizes Heineken's past success at the festival. In the past three years, six of its brands have collectively won 41 Lions, including a Grand Prix in Creative Effectiveness. "[Heineken] has a superb framework that allows its marketing teams the freedom to experiment while retaining the core essence of their many brands,” said Philip Thomas, CEO of Lions Festivals. And experiment it has. Throughout 2014, the Dutch beer giant made a 15-second film based on a tweet, ran an Instagram campaign for Gay Pride month, and trialed a mobile-only campaign for a new beer-tequila brand. “This prestigious award is recognition of the great creative work our people and agencies are delivering,” said Alexis Nasard, Heineken's president of Western Europe and global chief marketing officer. The brand's lead global agency is Wieden + Kennedy, which created this year’s “Cities of the World” campaign. Heineken is the second-largest brewer globally by revenue, and claims to be the No. 1 beer brand on Facebook, according to a company fact sheet. It posted group revenue growth of 4.6 percent in the first half of the year, with beer volume up 3.1 percent.
Anyone who has purchased concert or sports tickets knows the ongoing struggle against hidden fees. Ticket resale company StubHub decided to play on those frustrations in its latest online Web series, which pranks customers into thinking they have to pay extra for their experience. The latest video in #OnlyGoodSurprises program, which takes place at a Los Angeles Katy Perry concert, shocks fans into thinking that they'll be billed additional charges for everything including being a parent accompanying their kids and using the public restroom. One shocked person finds out that their tickets only cover watching the concert and not listening to the music. The clips end on a happy note, with StubHub providing gift certificates or upgraded seats as a reward for putting up with the gag—but not before the customers' frustrated expressions are captured. Glenn Lehrman, head of global communications for StubHub, explained that the campaign was one way to show off its all-in pricing, which includes all fees for its tickets in its selling price. The push also represents the company's foray into original online content. Previously, StubHub posted its TV commercials online but didn't create digital programming. Production shop Kids At Play worked on the project. "We thought that pranking would lend itself to humor," Lehrman said. "It's hard to create funny. It's easy to create sappy. We sort of just took a risk, and felt our brand lent itself to that kind of fun." Lehrman added that with the popularity of DVR, people were fastforwarding through its television spots. Given that digital content can be consumed at any time and is easily viewed on mobile, Lehrman said StubHub would shift more resources toward the medium. "That's not to say we’re done with television, but I certainly think the audience we're trying to reach is more typically to be found on digital platforms than on TV," he said. The #OnlyGoodSurprises series has received 810,00 views across YouTube, Facebook and Twitter. The average person watches 1:15 minutes of the clip, which is 72 percent of the video. On top of that, more than 50 percent of the video views are on mobile. Beyond the series, StubHub is venturing further into the brand publisher sphere. Its app, StubHub Music, pairs iTunes data with concerts in the local area to suggest events and bands that the user may like. The company is adding more written articles to enhance the experience and data like weather reports.
Online video distributor Aereo, which suspended operations shortly after its Supreme Court defeat in June, said on Friday that it filed for bankruptcy. The Barry Diller-backed start-up launched in New
York two years ago and expanded to 12 cities before ceasing operations in June, three days after the Supreme Court ruled that the service infringed broadcasters' copyrights.
Constellation Brands is parting ways with Goodby Silverstein & Partners, which handled Corona Light and Modelo Especial. The beer importer is actively searching for a new agency for the two brands.The agency and marketer both said that the two parties mutually agreed to end their relationship."With both of these brands we see a ton of potential for additional growth and we've got aggressive goals behind each of them, and because of that we think that these goals require a different approach," said a Constellation spokesman. "We have mutually agreed that based on the adjustments that we are looking for in our strategy, that it's in the best interest for both of us to move in a different direction."Continue reading at AdAge.com