{"id":39436,"date":"2011-05-27T12:24:01","date_gmt":"2011-05-27T16:24:01","guid":{"rendered":"http:\/\/www.thedetroitbureau.com\/?p=39436"},"modified":"2011-05-27T13:03:02","modified_gmt":"2011-05-27T17:03:02","slug":"martys-marketing-minutia-taking-gas","status":"publish","type":"post","link":"https:\/\/thedetroitbureau.com\/2011\/05\/martys-marketing-minutia-taking-gas\/","title":{"rendered":"Marty\u2019s Marketing Minutia: Taking Gas"},"content":{"rendered":"
\"\"<\/a>
Nissan's new ad campaign examines a world where everything is powered by gas.<\/figcaption><\/figure>\n

Nissan Leaf ad asks what would happen if everything used gas<\/strong><\/p>\n

<\/strong><\/p>\n

Have you filled the tank of your new Nissan Leaf?\u00a0 Excuse me? Nissan\u2019s new Leaf campaign takes a tongue-in-cheek look at what would happen if everything in our daily lives used gasoline and the problems that would cause. This somewhat different approach comes from the brand\u2019s creative manifesto which, in part asks, \u201cWhat if everything ran on gas? No electricity. No renewables. Just gas.\u201d <\/em>Like your alarm clock and your dentist\u2019s drill\u2019<\/p>\n

\u201cBut everything doesn\u2019t run on gas,\u201d <\/em>the series points out. \u201cMost things run on electricity, which is clan, and quiet and uses fewer parts, and needs less maintenance. Most things can be plugged in and charged up and don\u2019t need a tank or a pump.\u201d <\/em><\/p>\n

<\/em><\/p>\n

\"\"<\/a>
News You Can Use!<\/figcaption><\/figure>\n

And the payoff is of course the all-electric Leaf.\u00a0 When questioned about this approach, Jon Brancheau, Nissan\u2019s vice president of marketing commented, \u201cBy using humor and asking the simple question, ‘what if everything ran on gas’ we’re able to rationally make the case that electric cars’ time has arrived.\u201d<\/p>\n

The campaign is a full multimedia push using television, online, print and direct marketing to convey the message. And the campaign, which breaks Monday, Memorial Day, takes every day products and situations and injects gas-powered-humor to sell the Leaf with these four :15-second teaser commercials: <\/p>\n

<\/a><\/p>\n

<\/a><\/p>\n

<\/a> <\/p>\n
<\/a> <\/p>\n
<\/a>\"\"<\/a><\/dt>\n
Faster than a speeding Marmon…<\/dd>\n<\/dl>\n<\/div>\n

Alarm clock teaser<\/strong><\/span><\/a><\/p>\n

Office :15 teaser <\/a><\/strong><\/span><\/p>\n

Kitchen :15 teaser<\/span><\/strong><\/a><\/p>\n

Dentist :15 teaser<\/span><\/strong><\/a><\/p>\n

Then in the next phase, starting June 10, this :60-second commercial will run — <\/span><\/strong> along with web takeovers of YouTube and Yahoo among others. Additionally print and direct mail will also launch. Click Here.<\/a>
\n<\/span><\/strong><\/p>\n

Will be interesting to see what happens with this new approach. The campaign was created and produced by TBWA Chiat-Day.<\/p>\n

<\/strong><\/p>\n

<\/strong><\/p>\n

<\/strong><\/p>\n

Mille Miglia Coming to America in August<\/strong><\/p>\n

Just say the name Mille Miglia <\/em>to lovers of classic European cars and you\u2019ll get instant recognition. This prestigious 83-year-old auto event is run every May in Italy from Brescia to Bologna to Rome and back by only 375 carefully screened and scrutinized vehicles manufactured in Europe prior to 1957. No American vehicles are eligible, although a Ford Thunderbird and a Chrysler did sneak in decades ago. The drivers and co-drivers come from an elite group of auto company executives, Euro-autophiles, racecar drivers, owners of great auto collections and others who want the recognition, fame and glory of just driving in the race.<\/p>\n

Well that exclusionary, discriminatory rule against American vehicles is over, done, fine. <\/em>An American version of the Mille Miglia open to American automobiles will be held in California from August 14 to 17.\u00a0 It will be the work of the California-based entertainment company, Stratus Media Group, which made the announcement at the conclusion of the Italian race. The American version is fully sanctioned, authorized and approved by the Italian owners.<\/p>\n

The inaugural American Mille Miglia will reflect the tradition and stringent requirements of the Italian race and will be run in California along historic back roads through Monterey, Santa Barbara, Napa and San Francisco prior to the Pebble Beach Concours d\u2019Elegance, according to Paul Feller, president and CEO of Stratus. \u00a0Only 300 vehicles will be selected this year \u2013 and to qualify they must have been manufactured between 1927 and 1947. For full information, Click Here.<\/span><\/strong><\/a><\/p>\n

New BMW 5-Series Commercial \u2013 need a cupa Joe?<\/strong><\/p>\n

There\u2019s no Starbuck product placement in the new commercial featuring the driver of a BMW 5-Series getting a hot cup of coffee from a tanker airplane flying overhead. If this is any indication of the type of ads that will be replacing the joyless joy campaign and retain the ultimate driving machine feeling and tone, then good things are going to happen.<\/p>\n

But I was literally jolted from my sofa when the new commercial appeared \u2018cause it was from BMW, a brand not exactly known for adding humor to its advertising. The beginning does not look like any car commercial I\u2019ve ever seen and continues that way till about midway through when the car and purpose comes through. It\u2019s a unique way of extolling the 5-Series 32 mpg rating.\u00a0 See for yourself, Click Here<\/span><\/strong><\/a>.<\/p>\n

Indy 500 Stamp Issued<\/strong><\/p>\n

A new postage stamp marking the centennial of one of the world\u2019s most famous automobile races was introduced last Friday, or Fast Friday, the start of qualification runs for the main event, scheduled for May 29, at Indianapolis Motor Speedway.\u00a0 On May 30, 1911, approximately 80,000 spectators gathered at the Speedway to witness the first running of the Indianapolis 500. Driving a Marmon \u201cWasp\u201d he designed, Ray Harroun beat 39 other drivers to win with a time of 6 hours, 42 minutes and 8 seconds. A century later, the Indy 500 has become an American cultural phenomenon rich in ceremony and tradition and is hailed as \u201cThe Greatest Spectacle in Racing.\u201d<\/p>\n

The car was built by the Indianapolis-based Marmon Motor Car Company and included one of Harroun\u2019s own inventions, the rearview mirror. Today, it is a prime attraction at the Indianapolis Motor Speedway Museum. The Indianapolis 500 Forever Stamp is always equal in value to the current First-Class Mail one-ounce rate.<\/p>\n

Ordering First-Day-of-Issue Postmarks<\/strong> is simple. Customers have 60 days to obtain the first-day-of-issue postmark by mail. They may purchase new stamps at local Post Offices, at The Postal Store website<\/a>, or by calling 800-STAMP-24. They should affix the stamps to envelopes of their choice, address the envelopes to themselves or others, and place them in larger envelopes addressed to:<\/p>\n

Indianapolis 500 Stamp
\nPostmaster
\n125 West South Street
\nIndianapolis, IN 46206-9998<\/p>\n

After applying the first-day-of-issue postmark, the Postal Service will return the envelopes through the mail. There is no charge for the postmark. All orders must be postmarked by July 20, 2011.<\/p>\n

A few websites offer interesting stamps featuring automobiles one of the best is http:\/\/www.herrickstamp.com\/<\/a> just click on the automobile category to see 1239 different stamps, all priced for collectors.<\/p>\n

The best 50 auto commercials? <\/strong><\/p>\n

If rain ruins your cookout, golf game or tennis match this weekend and you\u2019re in a nostalgic mood or bored, check out this site for their arguable list of the best 50 car commercials of all time. If nothing else it\u2019s a trip down memory lane. Click Here<\/strong><\/span><\/a>.<\/p>\n

<\/strong><\/p>\n

Another Interesting site to explore<\/strong><\/p>\n

A pal in NY suggested looking at The Inspiration Room and I did. It\u2019s an interesting creative archive, collaborative effort and community site that was first established in 2006. The site provides the latest and classic creative inspirations from television, print, ambient and interactive advertising, music videos, photography and design. The articles on submissions sent directly from agencies, production houses, photographers, sound and music companies, PR companies. Click Here<\/strong><\/span><\/a>. <\/strong><\/p>\n

<\/strong><\/p>\n

BMW & Mini capitalizing on capital in social media<\/strong><\/p>\n

It\u2019s just your friendly captive finance organization reaching out via the brand\u2019s FaceBook social media site stay in touch with their customers in a finance-friendly manner. And according to the release it\u2019s the first OEM finance group to do so.<\/p>\n

When I first read the release wondered why did the brand\u2019s think this was a big deal.\u00a0 So I asked, \u201cWhat percentage of BMWs and Mini\u2019s are financed through the company\u2019s finance group?\u201d Believe the answer fully explains why: 81.7% of BMW\u2019s and 65.6% of Mini\u2019s are sold\/leased through the company.\u00a0 I have no comparative numbers, but this appears to be an exceptionally high percentage which certainly speaks to dealers F&I\u2019s importance in the sales and marketing process.<\/p>\n

The launch of a dedicated BMW Financial Services tab provides Financial Services information designed to increase brand awareness as well as offer up products in a Facebook-friendly format.\u00a0 It can be found under the \u201cFinancial Services\u201d tab at facebook.com\/BMWUSA<\/a>.\u00a0 Viewers can view the content and become a fan.<\/p>\n

Fans and visitors to the MINI Financial Services Facebook page can view equally engaging Facebook-friendly content, designed to capture the attention of the growing social media audience.\u00a0 Typical Mini content can be found within the \u201cWorld of MINI\u201d tab which highlights the MINI \u201cProtection\u201d viral video; MINI Financial Services Mobile website for smartphone users; and the \u201cLiquid Assets\u201d game which can be downloaded directly through a link to the iTunes App Store.<\/p>\n

Test drive an Infiniti \u2026 get a taste of epicurean life<\/strong><\/p>\n

Call it food for thought if you will, but Infiniti, AmEx Publishing and Time are continuing last year\u2019s joint digital media program in which Infiniti will create customized experiences within various consumer epicurean events, presented by Cooking Light, Food & Wine, Southern Living, Sunset<\/em> and Travel + Leisure,<\/em> which will be promoted collaboratively through print, digital and social media.
\nCalled the “Road to Inspiration” was announced to consumers in issues of Cooking Light, Food & Wine, Southern Living, Sunset<\/em> and Travel + Leisure, <\/em>with <\/em>an ad introducing the Infiniti Inspiration Lounge and a full year calendar of events where consumers may visit the Lounge to interact with the luxury automobile and get a taste of the epicurean way of life.<\/p>\n

\u201cInfiniti owners have a taste for the best things in life and are constantly seeking out new experiences, venues and adventures,\u201d said Infiniti Americas Vice President Ben Poore. \u00a0\u201cWe\u2019re pleased to once again be joining forces with American Express Publishing and Time Inc. in helping our customers navigate the \u2018Road to Inspiration.\u2019\u201d<\/p>\n

 <\/p>\n

This live event strategy will be complemented by a digital media presence. \u00a0Consumers will be able to enter a sweepstakes to win a trip for two to one of their favorite U.S. food cities. \u00a0This sweepstakes will be promoted via a 2-D tag within the print creative, social media tools and at each event. The lineup of events includes:<\/p>\n