by Halogen on May 27, 2010
Last night at SPiN, Halogen’s NYC team served up their best game of ping pong alongside a bevy of our publishers and agencies. The event was complete with food, beverages, fun, a competitive spirit, and even an iPad winner!
While the play was amazing, the pictures are better, so have a look.
Thanks to all who came, SPiN for the event, and Guest of a Guest for capturing the whole night!!
by Halogen on May 10, 2010
“JetBlue Asks Its Fliers to Keep Spreading the Word” (NY Times)
JetBlue online video clips present devotees of the airline, rather than executives, employees, actors or celebrity endorsers, telling stories that extol the virtues of their favorite JetBlue features and amenities.
“Mercedes-Benz: Not Just a Car Brand” (Brand Channel)
Mercedes-Benz is looking down the road, and it sees a future that extends beyond luxury cars. The company has just launched “Mercedes-Benz Style,” a design division that will be broad in its scope. While the move may seem unusual to some, Mercedes-Benz design head Gorden Wagener defends the move to expand the brand’s horizons, sleek aesthetic and expertise to a wider arena of products.
“Millennials love brands, not branding” (SFExaminer)
Millennials love brands but not branding, according to research conducted by L2, a marketing agency for prestige brands. Sixty-five percent of Gen Y women described themselves as brand conscious, as did 61 percent of Gen Y men. Only 1 percent of women and 3 percent of men said they were not brand conscious. In addition to brand consciousness, Millennials have a distinct opinion of what they like and don’t. They don’t like Donald Trump.
“Bravo, Virgin America Claim Success with Promoted Tweets” (MarketingVOX)
Virgin America says Twitter’s new ad program, Promoted Tweets, was successful in helping the company launch its expansion into Canada. Virgin announced the expansion solely via Promoted Tweets, and a promotional offer – 50% off for the first 500 travelers – sold out in three hours, reports Brandweek. The day the Promoted Tweets went live, the airline saw its fifth-highest sales day in its history, MediaBuyerPlanner reports.
by Halogen on May 9, 2010
This coming Friday, May 14, the good folks at the Luxury Lab will host the Generation Next Forum which will dissect the characteristics, influence, and brand affinities of tomorrow’s affluent consumers, namely Generation Y. Speakers and performers from the Economist, TeenVogue, Julliard and more are expected to be at NYU’s Skirball Center for what should be a fantastic event.
With Generation Y now outnumbering baby boomers, it is more important than ever to understand this demographic on a deep level. Generation Y’s spend more time online than watching TV, 96% of them have joined social networks, and 80% sleep with their phone next to their bed. The Generation Next Forum will delve into these staggering numbers and help make sense of them as they relate to your brand.
The Generation Next Forum will feature high velocity presentations (similar to that of the TED talks) from over fifteen industry leaders. Topics such as “The Dynamics of Influence”, “What Gen Y Wants From Your Brand”, and “The Unpredictability of Gen Y” will be explored by the industry’s sharpest minds. Halogen Network’s CEO Greg Shove will speak on Day 2 of the event about “Finding Generation Y Online.” In addition, attendees will have the chance to network with upwards of 500 senior executives, view performances by emerging Gen Y artists and witness product demonstrations founded on groundbreaking industry research.
The largest gathering of prestige marketers in North America, Luxury Lab forums combine education and entertainment to inspire and enlighten. Don’t give up your chance to register and guarantee yourself a seat at Friday’s event!
by Halogen on May 6, 2010
“Social Luxury Is Personal: Makers of high-end brands need to map, tap networks” (Forbes)
Just as water blankets the Earth’s surface area (and sustains life), social-networking technologies will soon cover 70% of the Web. This will breathe ubiquitous global social connectivity into once solitary experiences. The impact for luxury brands will be dramatic.
“A Twitter Guide to Handling Anything Your Customers Throw at You” (MarketingVOX)
There are a lot of examples of companies that handle the unexpected well on Twitter; there are just as many, if not more, of companies that didn’t. Don’t be in that latter group.
“The Evolution of Social Media Advertising” (ClickZ)
When paid advertising opportunities first opened up years ago on social networks, many brands and agencies tried it. Usually, by the performance standards we typically applied, it failed. Over time, new offerings have emerged but, more importantly, we have all come to better understand the mindset and use patterns in social media and have adjusted the goals of paid placements within social environments to better match those of the audience.
by Halogen on May 5, 2010
“Why Long-Form Ads Are the Wave of the Future” (Customer Media)
The video-slash-short film is easily one of the most-popular pieces of longer-form content in recent times, boosting visibility for brands like Miracle Whip and dating site PlentyofFish.com that made appearances in the video. But it’s also just one in a growing batch of examples that signal marketers’ desire to engage with consumers for longer than the standard 30 seconds.
“Retailers Must Entice ‘Aspirational’ Luxury Consumers into Spending” (Diamonds.Net)
Aspirational affluents make up some 21 million households and Unity Marketing determined this group is spending more in line with the middle-class. “This shift will have significant impact on luxury marketers and retailers revenues over the next six to nine months,” said Pam Danziger.
“Mercedes-Benz Signs With James Beard” (MediaPost)
Mercedes-Benz USA has signed a multi-year sponsorship deal with culinary organization The James Beard Foundation that involves Mercedes-Benz and includes loyalty events. Onwers of Mercedes-Benz vehicles get a Friend membership and a $75 James Beard House dining certificate, and such promotional offers as a 15% discount at the James Beard House in New York City during the month of May.
by Halogen on May 4, 2010
“Pitch Your Luxury Offering As An ‘Investment Brand” (Forbes)
Patek Philippe has it right. This maker of high-end timepieces (dare I say watches?) knows exactly how to position a luxury brand. In its long-running series of ads, the headline asserts: “You never actually own a Patek Philippe. You merely take care of it for the next generation.”
by Halogen on May 3, 2010
“Net-a-Porter launches a chic online denim boutique” (LA Times)
Online fashion seller Net-A-Porter has always been more Jean-Paul Gaultier than Joe’s Jeans. But the luxury retailer is harnessing the recession-proof popularity of designer jeans by creating a denim-focused online boutique (accessible through the home page).
“Luxury brands: Have they become too accessible?” (Manila Standard)
Some are aguing that the fashion industry used to cater only to a few people with exceptional taste now it has become a billion dollar industry with big budget advertising and marketing. Luxury brands have been so aggressively marketed in the last 20 years that it has become accessible to everyone and has lost its appeal of exclusivity.
“3D’s everwhere: in a newspaper, games, on the desktop” (MarketingVOX)
3D technology – now close to becoming mainstream with the movie industry – is slowing making its way to other, less obvious vehicles, as three recent announcements show. One is by the London newspaper The Sun, which is planning to publish a 3D edition with 3D-color ads and editorial a week before the start of the World’s Cup.
“The New Yorker On Brand: Q&A with Web Editor Blake Eskin” (Spark Sheet)
As The New Yorker’s first Web editor, Blake Eskin has led the iconic magazine brand into the digital age. We spoke about the challenges of maintaining editorial excellence – and earning ROI – with blogs, podcasts, social media…and the occasional Top 10 list.
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