How the ‘Peloton Woman’ in Aviation Gin’s ad will be a case study on marketing genius for years to come

The ad from Aviation Gin used viral momentum to give us the sequel we didn’t know we needed.

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It’s the holiday ad that caught fire for all the wrong reasons: A young, seemingly fit woman is gifted a Peloton stationary bike (presumably by her husband) and proceeds to vlog her fitness journey over the course of a year.

The ad, produced by creative agency Mekanism, went viral almost immediately, sparking criticism about Peloton’s unhealthy depictions of body image and marriage – not to mention the “Peloton Woman’s” concerning expressions (which some have quipped resembles a face of fear). Naturally, Twitter users couldn’t contain themselves, dragging the cringe-worthy campaign with labels like sexist, elitist, and entirely unrealistic.

Soon after the spot aired, actor and liquor brand owner Ryan Reynolds cashed in on the drama – and marketers everywhere scrambled to pick their jaws up off the floor. The ad spot for Ryan Reynold’s liquor brand, Aviation Gin, cast the same actress from the Peloton ad — in a sequel that tells the story of where the Peloton Woman is now. Spoiler: She’s downing Aviation Gin in a bar with two friends, wallowing in the aftermath of Peloton’s ill-conceived commercial. We’ll toast to that.

What makes the gin ad brilliant real-time marketing?

For starters, it’s clear the Aviation Gin ad is a tongue-in-cheek response to the viral Peloton commercial. The ad shows the Peloton Woman (portrayed by actress Monica Ruiz) projecting a deadpan stare as she sits quietly with her martini sans wedding ring – all while her friends tell her she’s “safe here” and “looks great, by the way.” She then downs her entire drink in one gulp.

Did the Peloton Woman heed the advice of Twitter and leave her Peloton husband? Most likely.

In a maneuver that combined timeliness, meme culture, and a simple product message, Aviation managed to capitalize on another brand’s moment of infamy with striking success. The commercial garnered immediate responses after its release, with Reynolds tweeting a link to the video along with the caption, “Exercise bike not included.”

An old tactic with a viral twist. What Aviation Gin did isn’t new. Poking fun at other brands is an old ad trick that’s been used by the likes of Sprint (remember Verizon’s “Can you hear me now” guy?) and Samsung, which has been known to mock Apple product users. But the Aviation Gin ad has raked in praise from advertisers and consumers alike – not because it’s a new concept, but because it came with timely delivery and contextual relevance.

The ad’s success hinged on the brand’s ability to quickly produce a made-for-web commercial in nearly real-time. The video was produced with a tight lead time – only 15 days elapsed between the Peloton ad and Aviation Gin’s commercial.

It’s an undertaking that would be difficult to achieve in traditional TV advertising, which has longer turnaround times and stricter regulations around ads containing alcohol. This, coupled with the commercial’s cheeky release on social media, created the perfect recipe for a viral campaign that launched on the right platform, at just the right time.

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Acast Open launches to give brands an on-ramp to podcasting

The company is offering three different subscription levels, including a free “Starter” subscription.

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The podcasting platform Acast has launched Acast Open, making available its podcast production offerings to any brand or publisher wanting to start a podcast. Acast Open includes three subscription models — Starter, Influencer and Ace — that come with different levels of support and analytics.

Why we should care

Adobe Analytics reported that podcast app usage grew 60% over the past year. Not only does this translate to new advertising opportunities for brands — the increase in podcast popularity opens the door for any company or executive ready to take their content marketing to a new level via a branded podcast.

“Digital audio brings a new and untapped audience who are not reachable via traditional media,” says Sally Yu, director of research and insights for BBC Global News’ APAC division, during a recent event organized by BBC News and Campaign Asia, “It brings additive value to the traditional media reach.” Outside of music streaming, the top three forms of audio content consumed right now are music (67%), news (50%) and podcasts (37%), according to a study commissioned by BBC News that focused on the commercial opportunities of branded podcasts.

If your brand — or CEO — has value to add to a larger industry conversation, a branded podcast may be the piece of content marketing that sets you apart from your competition and helps you reach a whole new audience. Platforms like Acast and Spotify’s “create a podcast” app aim to make it easier for brands to join the ever-growing list of podcasters.

More on the news

  • Acast reports that any podcasts produced on its platform that appear to be attracting “a significant enough listenership” may be invited to join its premium network of podcast shows.
  • Acast’s current network includes a number of popular podcasts, such as “My Dad Wrote a Porno,” “Forever35,” and “Wahlgren & Wistam.”
  • Acast Open is the result of Acast’s acquisition of Pippa, a technology platform that provides hosting, analytics, and monetization capabilities for podcasters. Acast purchased Pippa in April.
  • The free Starter model includes a podcast RSS feed for distribution, basic analytics and a basic website for the podcast. The Influencer level is $14.99 a month and comes with advanced analytics and YouTube and Spotify support. Ace, the most expensive offering at $29.99 a month, is designed for companies in need of more advanced podcasting tools.

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Shutterstock’s new music subscription offers affordable music licensing for content creators

The $149 per month plan includes standard licensing to more than 11,000 music tracks, with hundreds of tracks added monthly.

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Shutterstock has launched an unlimited music subscription plan for content creators and digital marketers, offering more than 11,000 tracks that can be included in web-based content, including YouTube videos, podcasts and conference presentations.

The subscription fee is $149 per month, and includes access to the Shutterstock Music library with music tracks searchable by genre, mood or popularity. The company says its music selection has been curated by professional musicians, with hundreds of tracks added every month.

Why we should care

This latest offering from Shutterstock gives digital marketers and content creators the ability to spice up their content — putting a professional shine on things like podcast intros, YouTube ads or conference and trade show presentations. At $149 per month, it’s a cost-effective feature for marketers lacking the budget and resources to invest in high-end music productions for various projects.

“Our new unlimited licensing option empowers creators to license music as their needs arise and frees them to focus on the creative vision rather worrying about budget,” said Shutterstock VP of Product Christopher Cosentino.

Shutterstock is also adding “shorts” and “loops” music offerings to all of their licensing plans, making available shortened versions of a song (shorts) or segments of a longer song that repeats indefinitely (loops).

More on the news

  • The newly added shorts and loops come at no extra cost with all of Shutterstock plans. The shorts offer 15-second, 30-second and 60-second versions of songs.
  • Shutterstock now boasts a community of more than one million contributors, with hundreds of thousands of images added every week.
  • The image, video and now music licensing site has more than 280 million images and more than 16 million video clips available.

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Email-driven content marketing for SMBs

Learn which digital content types are most effective.

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You’ve probably heard plenty of talk about how email marketing is dying or even that it’s already dead. In fact, based on the insights gathered by SharpSpring and Ascend2, it seems the opposite is true. Marketing influencers at 145 businesses with 500 or fewer employees tell us email is alive and thriving.

Download this guide from Sharpspring to find out:

  • The top strategic priorities and the most common barriers to success
  • The most effective channels for marketing content
  • Which digital content types are most effective

Visit Digital Marketing Depot to download ” Email-driven Content Marketing for SMBs.

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A Texas Goes Apple Picking: Planning Seasonal Content

We’re getting our first breath of fall weather this week, and I am READY.  Following a recent trip to New England, I’ve already made a batch of hearty soup, eaten a pumpkin spice doughnut and am successfully wearing a sweater without getting too sweaty!  While I prepare for our cooler weather (read: 70 degrees), I’m… Read More

The post A Texas Goes Apple Picking: Planning Seasonal Content appeared first on Bound.

We’re getting our first breath of fall weather this week, and I am READY.  Following a recent trip to New England, I’ve already made a batch of hearty soup, eaten a pumpkin spice doughnut and am successfully wearing a sweater without getting too sweaty!  While I prepare for our cooler weather (read: 70 degrees), I’m also consuming all the fall content I can get and dreaming about my next seasonal adventure. 

The start of fall brings opportunities to align with visitor excitement for all that the season has to offer: the crisp air, seasonal flavors and a new reason to travel, especially when a visitor may not experience an idyllic fall at home. But for many travel sites, it can be a challenge to share seasonal content.  When so many parts of the country have enticing seasonal attractions, how do you stand out in the sea of fall colors? Inspired by a day of apple picking in Massachusetts, I wanted to share my favorite parts of apple picking combined with my favorite ways that travel sites show off their fall content.


Driving to the apple orchard: showing off your fall colors

I get it, small towns of Massachusetts – you are ridiculously beautiful with all your red brick homes and your gorgeous foliage.  The drive to the apple orchard may have been one of my favorite parts of the whole trip, letting me take in all the autumn colors I could imagine. 

Fall colors are a vital part of seasonal content where vivid imagery draws in visitors aching for a seasonal getaway.  We know that imagery can guide emotions that help your visitors see your fall colors for themselves. Better yet, let your visitors share their own fall photos through User Generated Content!  Personalizing your imagery based on your visitor’s interests or persona is a great way to further engage visitors. If you’re interested in learning more about persona based targeting, be sure to see how Mooreseville increased engagement through their personas!

Apple picking: enjoying a local’s recommendations

As we started our way through the apple orchard, we were grateful for the help of the family farm staff who navigated us through the many rows of apple trees, advising on which ones would be best for the apple crisp we planned on making that evening or which apples may be too tart (or, in his accent: “taht”) for our tastes.  As visitors, we relied heavily upon the staff’s recommendations and directions to make the most of our apple picking – and were grateful for the expert advice. 

Similarly, as the experts of your destination, your team is best suited to share how visitors can celebrate the season at your destination. Highlight what makes your fall activities unique and provide seasonal visitor guides or other planning resources to help your visitors plan their trip!  Personalizing visitor guides or seasonal activity ideas based on different visitors interests will help ensure that everyone can find something they enjoy. 

Apple cider doughnuts: showcasing your editorial content

At the orchard, I was introduced to the magic that is apple cider doughnuts, and my goodness, was my life changed.  In reading a local’s visitor guide, I was encouraged to try this traditional treat, and it did not disappoint. As a visitor, I love engaging with editorial content to help me make travel – and eating – decisions. 

Editorial content is a fantastic way to connect your audiences with new ideas to inspire their travel by combining imagery and recommendations.  Whether it’s highlighting your favorite cold weather food spots, family fun activities that can be enjoyed by all, or the best scenic drives or hiking trails, editorial content provides an opportunity to connect with visitors in a creative way. 

Daydreaming at home: the power of nostalgia

On my return to Austin, I was definitely craving apples (and doughnuts) more than I ever have before.  As I picked out a bag of honey crisp apples at the grocery store, I found myself wishing I was picking them off an orchard tree instead and continued to daydream (and google search!) to plan my next trip.  

Nostalgia is a powerful emotion, and when paired with moving imagery and creative content, we can help visitors make informed and inspired travel decisions so they can celebrate the season with your destination.  Happy creating and enjoy the season!

Interested in talking more about about creating the best content for your visitors?  We’d love to talk with you!

The post A Texas Goes Apple Picking: Planning Seasonal Content appeared first on Bound.

Shutterstock launches Smart Brief, collaborative tool for creative briefs

The tool employs automated technology to accelerate the traditional creative collaboration process.

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Visual content provider Shutterstock today announced the launch of ​Smart Brief – a new tool designed to simplify and improve the creative briefing process for marketers and creatives.

The new service is part of Shutterstock Custom, a premium content management solution that helps enterprise clients produce and scale branded content. Shutterstock Custom users will be able to access the Smart Brief tool, which employs automated technology to accelerate the traditional creative collaboration process.

Smart Brief in action.

According to the company, key highlights of the tool include:

Intelligence. Powered by machine learning, the tool guides users through the process with relevant prompts that capture accurate inputs while eliminating conflicting or unnecessary information

Improved collaboration. Users will have the ability to accept changes and recommendations from other team members, view or revert to previous versions, and clone existing briefs.

Flexibility. Users are able to make adjustments to controls, production value, and the service level per project as the scope of work evolves.

Why we should care

Creative collaboration is often a pain point for both marketers and creative professionals alike – and can be particularly challenging for agency teams managing high-volume client projects.

A tool like Smart Brief has the potential to streamline workflows, resulting in less time spent inputting briefs and obtaining approvals and more time dedicated to creating high-quality branded content.

“The traditional creative brief process is laborious, time-consuming, and leaves a lot open to interpretation… We set out to automate and simplify the experience,” said Sylvain Grande, SVP of product and UX at Shutterstock. “Smart Brief streamlines our clients’ workflow and in turn, allows them to receive content faster without compromising results or having to be on set.”

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