Author Archives: Ana Katz

The NEW MYSPACE: Top 5 Things To Look Out For

Since I heard about the company’s comeback, I’ve been curious to see what’s different this time from the MySpace we all once knew. I did a little research and found some of the answers I was looking for.  Here are the Top 5 things to look out for with the launch of the new MySpace.

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  1. DESIGN

Unlike Facebook’s plain and congested advertising layout, MySpace looks more aesthetic and trendy. It offers high-resolution images, a built in music player, options to add music and videos by clicking or dragging, a search page for fans and artists to be connected with each other at all times and a horizontal activity bar where instead of scrolling up and down, you scroll side to side. Not everything is new; they kept some of their old popular features like streaming profile songs and a section for top 8 friends.

  1. A PLACE FOR CREATIVE INDIVIDUALS, MUSIC AND FANS

As we all know, music has always been a part of MySpace. But this time, the company plans to take it to the next level. Besides music, they are also going to focus on gearing the website towards the creative community as well; the songwriters, photographers, music video directors, etc. The new MySpace wants to help all types of artists become known by their peers and potential fans as well as to flourish in their industry and establish stronger connections between artists and their fans. The user can stream live their favorite band in concert and personalize their radio stations to listen to specific artists and genres.

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  1. JUSTIN TIMBERLAKE

Right now, the 32 year old is well known as one of the most innovating artists in the music industry.  His partners, the Vanderhook brothers say that “he provides the strategic vision for the company and was the person behind the idea of focusing on the creative community”.  With Timberlake’s strong point of view and experience in the business, I’m sure he will be an important factor in bringing MySpace back from the dead.

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  1. MARKETING STRATEGIES

In January of this year, an early version of the new MySpace was released to the public but it wasn’t until June 12 that they launched their $20 million ad campaign across cable, broadcast, radio and digital media. At the same time, the company also released an iPhone app for radio play. The campaign is seeking to engage individuals between the ages of 18 and 34 years and its commercials show hipsters dancing, singing, playing then smashing instruments and having a good time with each other.  They are trying to change the public perception from the old MySpace to a cool place for music fans and creative individuals.

During the first two weeks, the new MySpace tracked 31 million visitors, however the negative reviews about the ad campaign keep on coming. In my personal opinion, the TV commercial is poor in content and is not clear about the message it is trying to convey.  They need to improve their marketing strategy in order to appropriately promote the new experience.

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  1. MEDIA PLATFORM INSTEAD OF SOCIAL NETWORK.

The site is being promoted as a media platform where it’s all about the creative talent and the music, not social networking. Song writers or photographers can use MySpace to track where their fans are and what they are listening to. You can show your attraction to things by connecting with them, but you won’t interact on a personal level.

The new owners believe the News Corp Group made a big mistake when they tried to compete with emerging forces like Facebook, turning the company into a social networking site.

How Advertisers Capitalize on Your New Year’s Resolutions

It’s that time of the year again – New Year…New You. January is a month for change and renovation. Companies and advertisers seize this opportunity to target customers looking for inspiration and motivation by offering deals and promotions to help accomplish their resolutions.  In order to capture the attention of the consumer and keep them coming back for more, advertisers need to be up-to-date on current social and media trends creating campaigns where they can interact with the customer and tweaking them continuously to keep capturing the client’s attention. Here are some interesting statistics about resolutions:

–          Half of New Year’s resolutions made are out the window by Independence Day (Forbes)

–          Only about 10% of people who made resolutions maintained their resolve by the following New Year’s (Forbes)

In order for agencies to help consumers commit to New Year’s resolutions, they should remain flexible while strategizing for new campaigns and more importantly, focus messaging on the changing media landscape. What used to work for advertisers in the past may not be the best option now.

Here are some current campaigns that successfully focus on New Year’s resolutions:

The Weight Watcher’s 360 program is one of the New Year’s campaigns where singer/clothing designer Jessica Simpson talks about the benefits of the program and how it helped her improve her health by losing over 50 pounds. They also offer the Weight Watchers mobile app where users can keep track of their food, weight and activity to stay on plan. Click here to view the latest TV spot: http://www.popisms.com/TelevisionCommercial/67406/Weight-Watchers-Commercial-for-Weight-Watcher.aspx

 

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The Planet Fitness New Year’s campaign, called by The New York Times “A Gym for People Who Don’t Like Gyms”, offers members a “Judgment Free Zone” where you won’t experience any “Gymtimidation”

 

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This Applebee’s January campaign promotes their new menu, featuring meals for under 550 calories. Click here to view their latest ad: http://www.youtube.com/watch?v=GAQTjQaVW8Y&feature=player_profilepage

 

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With the new season of “The Biggest Loser” kicking off this week, Subway is once again partnering with the show to promote a healthier lifestyle by eating fresh/healthy meals and exercising. With this register-to-win offer, lucky viewers can win a trip to the Season Finale in March.

Tell us what your New Year’s Resolution is, and if you’ve been influenced by any advertising lately?