rockkyndal-blog - Tumblr blog

[rockkyndal-blog]

[rockkyndal-blog]

Bud Light Versus Miller Lite: The Seven Weeks War

Bud Light and Miller Lite enter the seventh week of online feuds.

PRESS RELEASE UPDATED: MARCH 28, 2019

GAINESVILLE, Fla., March 28, 2019, (Swampstratcomm-sp19.tumblr.com)—Based on PRWeek Latest News, this week’s news topics were diverse in their topics. One article focused on the latest advertisement spots between the popular beer brands of Bud Light and Miller Lite. The spots highlighted tehe beer brands ongoing corn syrup controversy. The feud between the beer brands is known to the public as the famous #corncontroversy. Bud Light and Miller Lite have been in an ongoing food since Bud Light’s Super Bowl commercial aired. The commercial called out Miller Lite for using corn syrup in its ingredients. Another article highlighted was Corona’s plastic “trash wall” campaign that talked about the partnership between Corona and non-governmental organization Parley for the Oceans. The campaign goal was to raise awareness of the universal threat plastic pollution has on the future of the world’s oceans. The trash wall, built of pollution found along the beach, is located at Brazil’s famous Ipanema Beach. The wall measured 15-meters-long, two-meters-wide. The trash wall blocked the entrance to the popular beach with a sign in Portuguese that translated, “One day, the trash left on the beach will stop you from getting into it.” Similar to the trash wall campaign, Corona created the plastic “wave of waste” the previous year. This creation was a sculpture made out of garbage to point out the threat of plastic pollution to the oceans. In response to the importance of maintaining a positive brand image, one article discussed the importance of brands developing a clear strategy for utilizing influencer marketing. The article pointed out that as the influencer marketing segment increases, “influencers are getting more savvy about commercial opportunities and need to guard against coming across as inauthentic to their audience.” Thus, it is important for brands to be clear about what their strategy is for using an influencer, besides reaching young consumers online. Using a holistic approach, it is strongly recommended that brand influencers be a part of forming the campaign strategy. By allowing the influencers to be a part of the campaign strategy, the brands' needs and wants are addressed, and the influencers allow the storytelling process to continue. This rise in influencer marketing is the result of “nearly two-thirds of major global brands increasing their budget for social media influencers.” Lastly, one article highlighted the steps that leaders can take to improve diversity and inclusion in their workplace. The steps included listening and preparing to be challenged, be vulnerable and be consistent.  These three steps can be taken by leaders to “create an immense impact on the diversity and inclusion conversation in a short time.” The article highlighted being vulnerable as a critical component in leadership because leaders cannot expect others to open up about their personal lives if they do not themselves. Similarly, the article addressed the importance of being consistent with communication.

Bud Light and Miller Lite have been publicly antagonizing one another for the past seven weeks since Bud Light aired the controversial ad that attacked Miller Lite for using corn syrup in its ingredients. The ad aired during the Super Bowl LIII and generated backlash from the Miller Lite brand as well as corn growers. Seven weeks after the initial commercial that started the #corncontroversy, neither brands show any sign of slowing down in their feud. Recently, Miller Lite created two commercial spots that poke fun at Bud Light by imagining what happened on set after Bud Light’s ad stopped filming. In Miller Lite’s “Aftermath” the commercial advertisement shows the Bud Light knight take a break from filming and go over and grab a Miller Lite beer out of the fridge instead of a Bud Light beer. The commercial advertisement closes on a message that reads, “In the real world more taste is what matters.” Miller Lite also released the commercial advertisement “Snow,” which showed cast members taking a break from shooting Bud Light’s commercial scenes and reaching for Miller Lite instead of Bud Light beers. The commercial ends with the cast members for the Bud Light commercial sipping Miller Lite beer with the message “In the real world more taste is what matters.” While the Miller Lite brand thought they had gotten the last say, Bud Light created its own response in a twist on the commercial ads. The Bud Light commercial advertisement, “Intimidation” showed the Bud Light king addressing the Miller Lite commercials saying, “I brought you your corn syrup and this is how you repay me.” The commercial goes on to have the Bud Light king state, “If you’re this set on imitating our kingdom, may I suggest also imitating us by putting ingredients label on your packaging.” The Bud Light king states that “people want to know what ingredients are in their beer” referring to Miller Lite’s lack of labeling on its packaging. The message at the end of the commercial advertisement shows a clip of a Bud Light beer and the message “Brewed with no Corn Syrup.” After seven weeks, viewers and fans of the brands are ready to see an end to the online, public feud.

Although the articles this past week differed in their content, three out of the four articles shared a similar theme. An important theme addressed among the articles was the importance of brand image. In the case of Corona’s “trash wall” campaign, the stunt was to designed to highlight the threat that plastic pollution has on the oceans. Corona’s efforts to bring awareness to beachgoers of the threat of plastic pollution shows the Corona brand as a brand that supports conservation efforts. Especially in today’s society, being environmentally conservative and implementing sustainable efforts is a trend among the younger generations. By promoting ocean conservation efforts, Corona’s image is seen as environmentally friendly, which could increase the brand’s popularity among individuals. Similarly, brand image plays a role in influencer marketing. With the rise of influencer marketing among global brands, it is critical that brands develop a clear strategy for influencers. The brand’s influencers want to come off as transparent and natural, and avoid being inauthentic to consumers. In order to maintain transparency in the brand’s image, the brand needs to allow the influencer to be a part of the strategy content creation. By allowing influencers to have a say in the strategy, the needs and wants of the brand are addressed and the storytelling process continues in a transparent, natural flow. In response to the #corncontroversy, Bud Light and Miller Lite have been involved in a public feud in order to protect and maintain a positive brand image. Since Bud Light’s Super Bowl commercial, Miller Light and Bud Light have been in a controversy over Miller Lite’s use of corn syrup in its ingredients. The online feud has just entered its seventh week of battle, and neither brand is backing down or willing to give up. Both Bud Light and Miller Lite are continuing to fight for a positive brand image in the eyes of the beer consumer. Another insight gained from the Bud Light and Miller Lite #corncontroversy was the engagement that stemmed from one singular commercial. Over the course of seven weeks, both brands have been able to engage consumers with multiple commercials ads that depict a battle between the two kingdoms over the use of corn syrup. The creativity that spurred these commercial spots has resulted in numerous media engagements and interaction online from fans. 

PRWeek is a modern business publishing brand that spans online, print, events, and social media while incorporating a paid-for content strategy and gated website.

Kyndal Rock 

@rockkyndal 

[rockkyndal-blog]

Frito-Lay Lays the Standard: All Chip Brands Take a Top Spot

Frito-Lay engages in Twitter debate for a “good challenge.”

PRESS RELEASE UPDATED: MARCH 15, 2019

GAINESVILLE, Fla., March 15, 2019, (PRWeek.com)—Based on PRWeek Latest News, this week’s news topics cover the importance of the effect that social media, specifically Twitter, has on a company’s image and products. In response to rapid technological advancements, there has been a rise in advanced technology, media platforms, devices, and social media applications. In recent years, social media has drastically increased in users. Social media is now an online presence for companies to share their brand and interact with consumers. Social media allows companies or individuals to post pictures, videos, stories, tweets, replies, and other forms of communication on various platforms to engage audiences. On social media, the Pop-Tart company takes to social media to debunk the fake Pop-Tart flavors rumors as not real flavors, but photo-shopped images created by consumers. Pop-Tart uses these fake flavor rumors as an opportunity to engage in a fun and self-aware way that is in-line with its brand image. On National Cereal Day, multiple brands took to social media to celebrate the day on Twitter. What was intended to be fun, engaging posts, ended up being unappetizing videos of the Fruit Gushers, Busch Beer, and Modell’s Sporting Goods brands trying to incorporate their product with National Cereal Day. With the rise of social media, one has seen the introduction of “influencers.” Specifically, with Instagram, brands have taken to influencers to promote their products on their personal social media accounts. Recently, Instagram has shifted to make the influencer marketing process more transparent. Twitter has also served as a platform for companies to engage in debate or a “good challenge.” In the past week, a social media influencer posted a video on Twitter asking people for the correct way to rate a variety pack of chips. The video went viral, with Twitter users reacting to the video by responding or sharing the tweet. The company, Frito-Lay saw the online debate as an opportunity and joined in on the online discussion.

One company that used social media to its brand's advantage this past week was the Frito-Lay company with its reaction to a viral video posted by a social media influencer. Social media influencer and comedian Kevin Fredericks, known on Twitter as @KevOnStage, posted a tweet containing a video asking his followers for the correct way to rank a variety pack of chips. Fredericks’ tweet went viral, receiving more than 20,000 retweets, 72,000 likes, and 3,200 comments and counting. The variety pack of chips contained two of the Frito-Lay brands, Fritos and Cool Ranch Doritos, which were trending on the Twitter platform after Frederick’s initial post. The other chips in the variety pack included Barbecue and Classic Lay’s, Classic Doritos, and Cheetos. The company noticed the online discussion when Frederick posted the video on Sunday and then saw an increase in audience traction pick up at night and early Monday morning. Chris Yemma, Frito-Lay North America’s Director of Brand Communications stated, “It’s great to have influential fans out there starting conversations about our brands. We always work to find ways to join the conversation right away, but in an authentic way.” The Frito-Lay company saw this online media debate as an opportunity to interact with consumers and a “good challenge.” In response to the debate, Frito-Lay used this opportunity as a way to engage with the Frito-Lay channels and serve as one voice on behalf of all the chip brands presented. Serving as one voice, Frito-Lay created a safe response, tweeting that all the chip brands involved in the viral video “take a top spot for us.” Frito-Lay plans to supply plenty of snacks to Frederick’s comedy tour. From the viral video, Yemma notes that the best strategy is to join the conversation and engage in an authentic manner. By engaging in an authentic manner, it “helps show that we’re more than a corporate entity; [that] we’re all about delighting our fans and engaging them with fun content like this,” says Yemma.

Overall, the articles of PRWeek's Latest News showed the importance and impact that social media has on products and a company’s image. The articles listed above show how companies are able to use social media to promote the brand’s image, as well as engage in interactive content with followers. In the case of the Pop-Tarts false flavor rumors, the company was able to take to Twitter to defend rumors of false flavors that were being photo-shopped by Twitter users. Pop-Tarts used the fake-news products to engage with its consumer audience in a fun and self-aware way that promoted the brand’s credibility. Since the false flavors of Pop-Tart have been a consistent problem, the company responds to these rumors in a fun way to provoke further conversation with its followers. Pop-Tarts does this with either a direct response to users or in a tweet to reach a broader follower audience. Thus, this specific instance shows how social media is an important player of brand image and communication with consumers. In response to National Cereal Day, brands took to Twitter to join in on the series of tweets in honor of the national holiday. Unfortunately, the brands Fruit Gushers, Busch Beer, and Modell’s Sporting Goods received negative and poor feedback for their unappetizing videos. This situation shows the power of social media to make or break a brand’s image. In the case of these specific brands, the videos failed and according to a poll by PRWeek, “ruined #NationalCerealDay on Twitter.” Instagram has made the decision to allow brands to promote influencer posts in order to make the influencer marketing process more transparent to users. This is relevant in today’s society by showing the increase of influencer marketing on social media as a new form of marketing. While the influencer market industry has potential, social media influencers have received backlash from the usage of bots and fake engagement tactics. An example being the Fyre Festival scandal that emphasized transparency and accountability issues with influencer marketing. The company, Frito-Lay was able to take an online media debate fueled by a viral video and turn it into an opportunity to engage with its consumer in a genuine way. The company chose to serve as one voice on behalf of all the chip brands and make the statement all the chip brands involved “take a top spot for us.” Thus, this situation highlights the importance of positive engagement with consumers through social media interactions. The situation also highlights the brand’s image as to being based on its consumers’ needs and wants.

PRWeek is a modern business publishing brand that spans online, print, events, and social media while incorporating a paid-for content strategy and gated website.

Kyndal Rock 

@rockkyndal

[rockkyndal-blog]

Girl Scout Troops: The Entrepreneurs of the Next Generation

Girl Scouts troop member creates a cookie-selling strategy that goes viral. 

PRESS RELEASE UPDATED: FEB 28, 2019 

GAINESVILLE, FLA., February 21, 2019, (Swampstratcomm-sp19.tumblr.com)—Based on PRWeek Latest News, this week’s news topics were diverse in comparison with one another. One topic talked about a new TV show that accurately depicts the world of celebrity PR. Another article focused on Facebook intentionally violating laws and how hefty fines should be implemented if illegal content is found on Facebook or Google platforms. An article about Girl Scout Troops creative marketing strategies was featured. The article discussed the young entrepreneurs’ marketing strategies with their cookie-selling efforts and how current marketers can gain valuable insight from the business leaders of the next generation. While all of these articles are different in content, they all share the common theme of public relations importance and the impact that leads to the distribution of knowledge, communication, data, and information globally that allows audiences to form an image of the particular organization, individual, or career. 

New TV comedy-drama Flack is set in the world of celebrity PR and features drug taking, bullying, and lying that depicts an accurate version of the specific sector, according to the show’s protagonist. The UKTV show debuted on February 21, 2019, and stars Anna Paquin as Robyn, an American celebrity working in London. The show is centered around Robyn’s relationship with individuals in her life, as well as her life at a celebrity PR agency, Mills Paulson. In the TV drama, the character Robyn is shown taking drugs at the hotel room of a client, sleeping with a different client, and lying to the media. When speaking of her role in the show and the career of celebrity PR, Paquin stated, “The world of PR is very fascinating and interesting, as far as how it spins what has been put out into the world into what you want to be seen in the world. And sometimes that includes twisting things that are unfortunately not so flattering. But from what I have found in my case [it has been about] shedding light on things where someone has tried to make some kind of bullshit story up.” When asked if the show glamorizes this particular side of PR, Paquin said the show portrays an “accurate and warts-and-all version of a work environment that had all manner of ups and downs.” Neither good or bad, Paquin described the show as realistic of the celebrity PR work environment. 

Facebook has been in the spotlight due to allegations that the company has intentionally violated laws. The Digital, Culture, Media, and Sport Committee recommends imposing hefty fines if illegal content is found on Facebook or Google. According to the Report of Fake News and Disinformation, Facebook intentionally and knowingly violated data and anti-competition laws. The Digital, Culture, Media and Sport Committee call for tech companies to be bound by a compulsory code of ethics and overseen by an independent regulatory with power to launch legal action in case of breaches. The Report on Fake News and Disinformation included the recommendation of making tech companies legally liable for taking action against harmful content on their platforms. Facebook and Google rely on user-generated content that is published without prior moderation. In particular, Facebook had come under criticism for charging high prices in advertisements in exchange of data to developers, both intentionally and knowingly violating data privacy and anti-competition laws. The Report on Disinformation and Fake News also calls for the Information Commissioner’s Office to conduct a detailed investigation into Facebook’s platform, its use of users’ and users’ friends’ data, and the use of reciprocity of the sharing of data. There is also the support of conducting a comprehensive audit of the advertising market on social media and an investigation into whether or not Facebook has participated in anti-competitive practices. Damian Collins, chair of DCMS committee stated, “Democracy is at risk from the malicious and relentless targeting of citizens with disinformation and personalized ‘dark adverts’ for unidentifiable sources, delivered through the major social media platforms we use every day.” Powerhouse companies, like Facebook, exercise massive market power, which enables the company to make money by bullying the smaller technology companies and developers who rely on this platform to reach their customers. Major tech companies are aware of these situations, but continuously fail to address the issues. The principle of the ‘move fast and break’ things culture often seems to be that it is better to apologize later than to ask permission now. 

Girl Scouts are being nicknamed “smart cookies” due to their cookie-selling efforts that go viral every year. Being young entrepreneurs, marketers who need fresh ideas should look to Girl Scout troops for inspiration. The Girl Scout troops are creating unique viral cookie-selling campaigns at a quick and efficient rate. The most recent Girl Scout viral sensation was 10-year-old Kiki Paschall from Winnetka, California who made global headlines by remixing Cardi B’s popular song “Money” to incorporate her troop and their cookie-selling efforts. The girl’s remix went viral on the internet and was covered by media outlets, including Time, NPR, Essence, Today, and the Daily Mail. Paschall’s video generated exposure on Twitter and was retweeted by the official Twitter of Girl Scouts of the U.S.A. and Cardi B. The video received over three million views from Twitter interaction. After one day of Paschall’s video going viral, the girl sold more than 1,000 boxes of cookies for her troop. From the success of the video, Paschall was able to not only bring in money for her troop but also awareness of what Girl Scouts mission is. Girl Scouts of the U.S.A. strives to teach its members how to be entrepreneurs and successfully run their own businesses. The members of Girl Scouts can incorporate these marketing tips into their cookie-selling ventures. Stewart Goodbody, Senior Director of Communications and External Affairs for Girl Scouts of the U.S.A. said that one of the main elements of the Girl Scout Cookie Program is having it be led by girls. “We see a lot of really innovative, unique ways of marketing from our girls every year…we applaud the girls for their ingenuity and their creativity,” said Goodbody. Girl Scouts of the U.S.A. encourages individuals to create content related to the organization that can be shared on its national channels. Once these videos go viral, the national organization uses the content to support messages about how Girl Scouts of the U.S.A. provide its members with the tools to hold a leadership position and enact positive change. “We use viral moments to rally our members and to share their stories and voice,” said Goodbody. Similarly, the videos are a way to educate people about the Girl Scout Cookie Program. Not only are the cookies delicious, but help to mold the “future of female leadership and entrepreneurship in the business world” (Goodbody). Besides Paschall, other girls have created viral videos that talk about Girl Scout cookies. These marketing ideas not only ignite sales but increase connectivity and involvement. Thus, a lesson that any marketer can learn from these young entrepreneurs is to be up to date with current trends and news. By beign up to date on the current trends, marketers can use the knowledge to execute ideas and strategies in a timely manner. 

Overall, while the articles of PRWeek's Latest News differed in their content, the articles shared the theme of the importance and impact that public relations has on the distribution of knowledge, information, data, and communication. The impact of public relations allows viewers to create an image of the specific individual, organization, or career field. In relation to the article about the Girl Scout member’s viral video, the takeaway is that any a great marketing strategy can be created and successfully implemented. Kiki Paschall was able to take a popular song and remix it to incorporate her Girl Scout troop and their cookie-selling program. Her creative marketing strategy resulted in over 3 million video interactions on social media, as well as retweets from the Girl Scouts of the U.S.A. and Cardi B. Similarly, the exposure generated from the viral video resulted in over 1,000 boxes of cookies sold within the first day. The young entrepreneur’s video was used as a platform to provide viewers with an education about what the Girl Scouts organizations promote. This viral video, along with many other creative marketing initiatives, allowed viewers to associate Girl Scouts with leadership and business skills. Thus, viewers are able to associate the image of Girl Scouts with young entrepreneurs. In the case of the TV drama, Flack, the show promotes the image of the celebrity PR career in an “accurate and warts-and-all version” that showcases a realistic scenario of the ups and downs in the work environment. In reference to the criticism Facebook has received, the Report of Fake News and Disinformation creates the image of Facebook as being a power-hungry organization that charges high prices in the advertisements in exchange of data to developers. This course of action is both intentionally and knowingly violating data privacy and anti-competition laws. Consequently, this action shows Facebook in a negative light as a company that does not care about its users’ privacy and personal data. 

PRWeek is a modern business publishing brand that spans online, print, events, and social media while incorporating a paid-for content strategy and gated website. 

Kyndal Rock 

@rockkyndal

[rockkyndal-blog]

Bud Light Versus MillerCoors and Corn Growers: Super Bowl Showdown

Bud Light receives backlash from a controversial commercial. 

PRESS RELEASE UPDATED: FEB 8, 2019

GAINESVILLE, Fla., February 8, 2019, (Swampstratcomm-sp19.tumblr.com)—Based on PRWeek Latest News, this week’s news topics were centered around the importance of the brand relationship with its consumers and other industries. The articles this week highlighted certain brand’s efforts to promote their products in a positive light when faced with acquisitions that damage their reputation. The articles show how the brands implement crisis management strategies to fight back against the allegations made against their brand image. The brands took to various platforms to defend their products and industry as a whole. Bud Light’s recent “Know Your Beer’s Ingredients” campaign sparked controversy when it aired during the Super Bowl—one of the most watched televised events. The Bud Light brand made the claim that its beer was not brewed with corn syrup, but that its competition, MillerCoors’ Miller Lite, and Coors Light did. Not only did this statement cause an uproar among the MillerCoors’ brand, but also generated sharp criticism from the National Corn Growers Association. The brand took to social media to voice their disapproval with Bud Light’s strategy, and coincidently Bud Light also took to social media to defend its commercial’s message.

In relation to the Super Bowl, one Public Relations major got the opportunity of a lifetime when she was asked to work at the 53rd Super Bowl. Rachel Tasker, a student at Penn State University, got the opportunity to work as an NFL PR assistant at the Super Bowl event that took place in Atlanta. From the experience, she gained valuable insight and lessons that allowed her to create three key takeaways that any PR professional could benefit from. Tasker’s three key takeaways include: one should be welcome to change, the more one does, the more valuable one is, and networking is everything. According to Tasker, networking is critical to success in any field because it allows one to make connections that could later lead to exciting opportunities and more connections. Similar to Bud Light and MillerCoors’ stance on social media platforms, Tasker uses networking to connect with people in her career field to promote her individual image and come into contact with more opportunities.

Similarly, the Jimmy John’s brand has launched a new campaign about its delivery process and the advertisement explains its decision to consumers. The advertisement explains the brand’s decision to not adopt a third-party delivery service, but rather deliver Jimmy John’s sandwiches by actual Jimmy John’s employees. The ad explains the companies research was conducted as to whether or not a third-party delivery service would help or hurt the business in the long run. The results from the research showed that hiring a third-party delivery service would hurt the brand because it would diminish the brand’s ability to get the food to customers quickly. Jimmy Johns is popularly known to its customers as being made fresh and being delivered to customers in a quick manner. Thus, Jimmy John’s “Delivery Promise” wants to own the whole experience and share it with consumers. Jimmy John’s decision to take its customer’s wants and needs into consideration when making marketing strategies shows its efforts to make its consumers the main factor in business decision.

The Bud Light commercial that aired during the Super Bowl generated more discussion on social media than the actual bowl game did. The Bud Light commercial that aired was about the Bud Light Kingdom receiving a barrel of corn syrup that was not their own—since the kingdom does not use corn syrup. The commercial goes on to show the Bud Light Kingdom knights and king travel to the neighboring kingdoms, MillerCoors’ Miller Lite and Coors Light, trying to give the two kingdoms the barrel of corn syrup. This kingdom scenario is representative of the Bud Light message that Bud Light beer is not brewed with corn syrup and that its competitors’ beer is. The ad campaign not only upset the MillerCoors’ brand but also ignited criticism from the National Corn Growers Association. The National Corn Growers Associate took a hit from Bud Light’s Super Bowl commercial that slammed its rivals Miller Lite and Coors Light kingdoms for including corn syrup in their beer’s ingredients. The Bud Light brand made a claim insinuating that corn is a bad ingredient, so the corn grower’s industry had to defend itself. According to Neil Caskey, VP of Communications at the National Corn Growers Association, “Once we picked our jaws off the floor and realized our reputation took a massive hit, [our] small team got together to figure out what are we going to say and where are we going to say it?” The National Corn Growers Association took to Twitter and posted a tweet voicing its disappointment with Bud Light on behalf of America’s corn farmers. The tweet went as far as to invite Bud Light to come to their office and discuss with them the many benefits of corn.

The NCGA was not the only one who was outraged. Many farmers took to social media to voice their anger with the Bud Light brand. The parent company of Bud Light, Anheuser-Busch, has tried to defend its commercial’s message by saying it was aimed at only pointing out a specific difference between the two different beer brands to provide consumers with transparency and elevate the beer category. Anheuser-Busch even issued a statement that it “fully supports corn growers and will continue to invest in the corn industry.” A lobbyist has reached out to the NCGA to plan a meeting to discuss the ad and how the company supports the corn grower industry. “The Super Bowl is the biggest stage in the world, so there should be a level of expectation that any commercial that appears [during] it has some degree of honesty and integrity… we didn’t feel that was the case with this Bud Light ad,” said Caskey. The MillerCoors’ brand responded to Bud Light through their Twitter, sarcastically thanking them for the spotlight. MillerCoors also took it a step further to defend its image in a print ad letter penned to “Beer Drinkers of America” in a full-page New York Times ad to set the record straight to present to Americans the facts about its use of corn syrup.

The MillerCoors’ brand took to the social media platform Twitter to voice its dissatisfaction with the Bud Light commercial, which ignited an online feud between the two brands.

From the online feud, the MillerCoors’ brand and National Corn Growers Association have come together in support of one another against Bud Light’s controversial commercial. Bud Light is scheduled to meet with the NCGA and discuss the reasoning behind their ad and prove its support of corn farmers and corn product. 

Overall, the relationship between a brand and its consumers and other industries is vital to a brand’s overall image. It is the job of the brand to promote their products and services in a positive and engaging manner to attract the attention of consumers. It is only when a brand is faced with a crisis that damages its reputation that it is important to enact crises management strategies to save the brand’s image. Such strategies include taking to a social media platform or traditional platform (newspaper) to minimize the damage and to build back up the trust of the brand. In the case of the Bud Light commercial, the commercial damaged the reputation of the MillerCoors’ Miller Lite and Coors Light. The brand took to Twitter and The New York Times to save its reputation with its consumers. The Bud Light advertisement also took a hit on the National Corn Growers Association. While the Bud Light advertisement was aimed at pointing out a key difference between its beer and its competitor’s beer, it cast a negative light on corn that consequently damaged the corn grower’s reputation. From this controversy, one learns the importance of maintaining a positive brand image and how to counteract damage when the brand’s image is jeopardized. What started out as a mere commercial to elevate the beer category and provide transparency to consumers led to Bud Light’s reputation being questioned after it’s an unintentional attack on the NCGA.  

PRWeek is a modern business publishing brand that spans online, print, events, and social media while incorporating a paid-for content strategy and gated website. 

Kyndal Rock @RockKyndal

[rockkyndal-blog]

Marketing Influencers Create a Fyre that Can’t Be Put Out

Fyre Music Festival Gets Fried. 

PRESS RELEASE UPDATED: JAN 25, 2019

GAINESVILLE, Fla., January 25, 2019, (PRWEEK.COM)—Based on PRWeek’s Latest News, this week’s news topics cover the importance of Public Relations professionals creating a positive reputation with the public, while simultaneously working to defend the reputation during a crisis situation that threatens the organization’s credibility. Gillette’s campaign, “We Believe” emphasized the importance of defending an organization’s reputation due to the mixed controversial response from the public. The campaign was aimed at targeting toxic masculinity and challenging men to change their behaviors. However, the ad has generated a mixed response among consumers over gender politics and the #MeToo movement. In response to the Gillette campaign, Saturday Night Live parodied the toxic masculinity ad with the Kool-Aid Man. While the viral video poked fun at the Gillette’s ‘We Believe’ campaign, it allowed for the Kool-Aid company to “transcend advertising and connect with people in an unexpected way.” American fast food company, McDonald’s has been trolled by competitors but does not fight back. The fast-food chain’s decision not to engage in dispute on social media shows the company’s true intentions and respect of their public reputation. PRWeek discusses the Fyre Festival fail and how the transparency of its marketing influencers led to the failure of the entire event.

The Fyre Festival was one of the most successful influencer campaigns ever conceived—even if it never happened. The Fyre Festival was scheduled to take place on an exotic island in the Bahamas over two weekends in April and May of 2017. Advertisements for the festival called it “an immersive music festival” that would have “the best in food, art, music, and adventure.” The experience was shown through flashy advertisements filled with top supermodels and crystal clear water, captivating the attention of thousands of people. What the influencers advertised on social media was not what festival-goers received. The festival took place on a “patch of land nowhere near a private island with soaking wet natural disaster tents, no live music, droopy sandwiches and mounds of rubbish.” The Fyre Festival fail led to two different documentaries being created, Fyre: The Greatest Party that Never Happened and Fyre Fraud, which exposes the timeline of events leading to the scandal. The Fyre Festival fail is interesting to Public Relations professionals and social media experts because the scandal itself and the two documentaries uncover the truth about the power of influencer marketing. According to James Herring, co-founder, and CEO of Taylor Herring, “the Netflix documentary has done an excellent job of educating the public to the dire consequences of acting on shallow promotions peddled by the influencers-the majority of whom will say pretty much anything for money.” The farce reflects transparency issues with influencers and the need for regulation in response to promoted content. According to Jamie Stockwood, Founding Director of Zeitgeist Agency, when issues of credibility arise, “ultimately it’s up to the paying client to feed truthful information to the influencer.” The lack of credibility can put an influencer in a litigious position.

Overall, the success of a company is heavily reliant on the relationship between the organization and its audience. It is the job of the Public Relations practitioners to promote positive reputations of the organization, while simultaneously defending its reputation in light of a crisis situation. The PR practitioners main goal is to maintain the organization’s credibility and connect with the audience in new and effective ways. The news topic suggests that influencers play a pivotal role in the marketing strategy. In the case of the Fyre Festival, it shows how influencers using social media platforms can have a huge effect on the marketing of a product or service. However, while the influencers were able to draw in thousands of people, the transparency issues led to the event being categorized as a farce and the organization’s credibility in ruins. 

PRWeek is a modern business publishing brand that spans online, print, events, and social media while incorporating a paid-for content strategy and gated website.

Contact: 

Kyndal Rock 

@rockkyndal

[rockkyndal-blog]

Adidas - “See Creativity”

One of the things that fascinates me about adidas’s “See Creativity” campaigns is its emphasis on recognizing athletes not only for their athleticism but also their creativity. I grew up being an athlete, and I played volleyball at the competitive level for roughly 8 years. Being an athlete was not only about being athletic, but a combination of hard work, determination, team work, and passion. I think that the adidas “See Creativity” campaigns do a great job communicating the hard work and dedication athletes put into their passions, while showing off their creative ambitions and goals. I really liked the “See Creativity in LA” campaign video ad because it did a great job showcasing the sweat and grit that goes into playing a sport, but also shows the teamwork and passion that makes up the core of a team. I really like how at the end of the video the words “Here to Create” flash across the screen. I think that these words represent the creation of athletes and individuals who will make a difference in the world later on.