Disney and Kohl’s team for Frozen talent search
The opportunity to be discovered and appear in a national TV ad later this year are being used to entice Kohl’s shoppers to submit videos singing the hit song “Let it Go” from the Disney movie Frozen.
Kohl’s and Disney created the digital campaign called Sing Your Heart Out and are giving fans of the movie Frozen until September 29 to submit videos of themselves singing the song Let it Go for a chance to be included in a Kohls holiday commercial that will air during the 2014 American Music Awards.
"This year we are excited to build upon our successful partnership with Disney to connect with customers in a fresh, relevant and emotional way through the incredible phenomenon of the movie, ‘Frozen,’” said Michelle Gass, Kohl's chief customer officer. “Families will be sharing videos of their performances of the hit song Let It Go for a chance to star in our holiday campaign. We will also be engaging them through the selection process by providing them with opportunities to vote on which video will be included in the final spot."
Videos are to be submitted via Disney Interactive’s new Disney Applause app. The finalist videos will be selected based on the following criteria: musical talent (60%), personality and style (20%), and creativity (20%). Winning singers will in turn have the opportunity to be featured in spots that will air on Sunday, November 23 during this year’s AMAs.
Luxury goes digital, needs to do more
New research from an organization called the Luxury Institute found that half the executives in a recent survey are spending at least 30% of their marketing budget on digital methods with an even larger percentage concerned it isn’t enough.
The New York-based group surveyed 120 executives in the luxury industry and found that roughly half of those surveyed have allocated at least 30% of their marketing budget to digital methods. Two-thirds of those surveyed said they are spending more this year than last year and 59% said that despite the increase it still isn’t enough.
The digital marketing goals of highest importance to luxury executives are acquiring new customers (51%), growing brand awareness (38%), and increasing sales (28%). In terms of directing visitors to their brands, social media sites are the most productive leads, with one in three executives saying that direct links through social media are the most important drivers of traffic outside of customers searching for a specific brand on a search engine.
Print circulars face new digital pressures
As more retail promotions migrate online, RetailMeNot has introduced two new products poised to disrupt the traditional print circular.
The new offerings are branded as RetailMeNot Circulars and RetailMeNot Showcase and are part of the company’s portfolio of solutions designed to help retailers and brands increase sales and grow awareness.
“RetailMeNot’s new Circulars and Showcase solutions enable our advertising partners to efficiently engage consumers during their discovery and research phase of shopping. These curated product collections drive awareness for retailers and brands while also converting window shoppers into buyers, both online and in-store,” said Cotter Cunningham, RetailMeNot CEO and founder. “For months, dozens of retailers participated in testing these native advertising solutions, and we are extremely pleased with the brand awareness, traffic and sales results.”
According to the company, RetailMeNot Circulars is a faithful translation of retail print promotions into desktop, tablet and mobile-friendly digital formats. Consumers are comfortable with the format after years of seeing it in the Sunday paper, but RetailMeNot Circulars takes the analog version several steps further by helping shoppers find nearby stores with a single click. RetailMeNot will also match coupons and offers with the circular solution to help ensure consumers maximize their savings.
The company’s Showcase offering is designed for the mobile-first shopper. The print circular, look book and catalog have been reimagined for mobile to give retailers and brands a way to curate and highlight their most popular products on a proven mobile design interface. RetailMeNot Showcase is a fully omnichannel experience, giving the consumer the choice to buy online or shop in-store while driving results for the retailer or brand across both channels, according to the company.
“Retailers are spending billions every year to reach a large number of consumers in the United States with antiquated printed catalogs, circulars and free-standing inserts that do little to prove their investment returns,” said Jag Bath, SVP of product at RetailMeNot. “RetailMeNot’s Circulars and Showcase solutions represent a future of more cost-effective and attributable marketing solutions that we believe will increase sales and engagement for retailers and brands.”