Archive for July, 2012

Global, Social, and Integrated Marketing – Marketers Handshake at the Olympic Games

Wednesday, July 18th, 2012

In less than 10 days, the Olympic Games will kick off in London, along with all the big brands’ advertisements (actually marketers can’t wait to show you a peek)!  Though Olympic Games ads usually do not create the same level of attention as Super Bowl ads in the US, it is one of the most important global marketing opportunities for multi-national brands.  Learning from these advertisements and marketing activities will help medium and small companies improve on strategic marketing planning and understanding consumer interaction preference.

Global Marketing:

The Olympic Games have long been seen as a fantastic opportunity for brands to achieve higher global awareness and special product promotion goals.  Not to mention the huge number of viewers and the time that people spend on their media devices, but the lingering effect, the talks, and discussion around the Olympic events also creates global attention for marketers.  More than 4 billion international TV viewers are expected to watch the games (July 27 to Aug. 12), and one-quarter of those are likely to view events and get updates on their mobile devices, such as PCs, mobile phones and tablets, according to eMarketer.

Social Marketing:

As a forecasted trend, most brands will incorporate social media and other marketing plans in media commercials.  According to a study by, 87% of people will participate in social media or text friends about Olympic events.  It is also the first Olympic era that tablets will play a major part in.  While TV is predicted as still the dominant platform (94%) for people to watch the games, 46% of people claim they will use mostly laptops, followed by 39% on desktops, 31% on tablets, and 27% on smartphones.

Integrated Marketing:

The integrated marketing efforts take place beyond the internet.  Brands that incorporate Olympic themes use TV, print, online, out-of-home, events marketing, as well as promotions.  For example, besides its “Go World” TV commercial, VISA, a long-term Olympic sponsor also created an Olympic related Facebook app, Youtube videos, Twitter feeds for people to share cheers with their friends.

FiG thinks it’s not only a game for athletes, but a competition among brands!  Maybe in a decade or two, the Olympic Committees should consider medal opportunities for advertisements as well!

Ad of the Month – McDonald’s – Staying Up

Wednesday, July 18th, 2012

This month FiG’s attention is on the upcoming Olympic games, and our ad of the month comes from one of its long-term sponsors: McDonald’s.

You must think that the hard-working London people are tired from all the Olympic preparation, but let McDonald’s tell you otherwise: People are excited and will make time to stay up late watching the live game!

In this video, McDonald featured a young boy who desperately tried to stay up and watch the live Olympic games.  The boy’s dad that didn’t want his son to stay up that late for the Olympics and took drastic measures to stop him, yet the boy kept fighting back!   He covers the window to hide the TV lights, moves a TV set downstairs, feeds the barking dog, wears headphones, and builds a den…  Eventually, his dad stops fighting him and joins him watching the games in the den with a bag of McDonald’s.  Then the slogan appears: Proud supporters of everyone staying up.

We love this ad because the story is so touching and that it can happen in the world.  It is usually hard to feature a common life story for the fact that it is not surprising and everyone knows about it.  To make it a great 90 second story, the constant emotional roller coaster is the key.

Additionally, it is a great ad because the focus of the video is on the boy and his Dad.  If you recall our blog “Web Video Science” a couple of months ago, one of the rules for creating a great video is that the video must be good without a brand’s logo or mention.

Though there is a debate at McDonald’s as to whether or not this video will be used for an official sponsor spot for the Olympics, the video has started attracting interest online.

Visit FiG or contact us if you want to know more about creating successful web video ads!

Agency: DDB Group New Zealand


Internet Marketing – Kim Niemi – New Client Announcement

Thursday, July 12th, 2012

FiG is pleased to announce our new relationship with an East Coast client–Kim Niemi, a Virginia realtor with Prudential Towne Realty.

The Client:

Kim Niemi is a full service real estate agent in Virginia Beach, specializing in mid-range priced homes as a real estate listing agent and buyers agent.  With a deep understanding of the challenges inherent to real estate and an excellent familiarity with the Hampton Roads area, Kim has a keen eye that recognizes and helps meet customers needs in buying or selling a home.

The Challenge:

The main challenge that brought Kim to FiG is the contemporary internet marketing need.  Kim recognizes that her customers frequently rely on the internet to research properties, and she has decided to leverage a professional internet marketing company to capture new traffic and leads.

How FiG Can Help:

Internet marketing for the real estate industry is not new any more, and it is getting more crowded every day.  In order to stand out, generate leads, and capture the online traffic, Kim has to have a unique voice and strategic marketing presence online.  To help Kim make the transition online and achieve this goal, FiG has been contracted to develop her web presence from the ground up and to leave no stone unturned in our efforts to generate leads through maximized incoming traffic.  Our team will adopt a gradual plan and start with email marketing  that will nurture the relationship with existing customers and potential prospective customers:

  • FiG will strategize the email marketing plan
  • FiG will create the content calendar and topics for Kim to effectively communicate with her contacts

How well are you doing with internet marketing?  Contact FiG to optimize your marketing effectiveness.