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Posts Tagged ‘Mercedes’

How the Carnival Triumph Disaster Is Also a PR Opportunity

Here at PRNewser, we’re always thinking of ways to turn even the sourest lemons into sweet lemonade. As we watched the Carnival Triumph disaster play out over the long weekend, we came up with a few ways other brands could use use this foul-smelling story to their advantage:

  • Competitors could simply use this scandal as an opportunity to hype their own offerings by cutting through the negative news with humor. Just as Audi used the Super Bowl blackout to lightly mock rival Mercedes (sponsor of the Superdome), other travel brands could make references to the Triumph debacle or Carnival’s new discount service–and everyone would get the joke.
  • Rival cruise operators could create campaigns highlighting their own tech prowess with taglines like “No Triumphs in This Fleet”. Of course, there’s always the potential for backlash if these companies experience technical disasters on later cruises–but the possibly of failure rarely stops a lucrative promo campaign.
  • Another idea: travel and tourism brands could position themselves as alternatives to a troubled cruise industry. Timeshare and vacation condo companies, for example, could create a campaign called “Keep Your Feet on the Ground” emphasizing the safety of trips that don’t require travelers to leave the comfort of the land.

What do we think? The public loves humor as long as it isn’t blatantly mean-spirited, right?

Should other brands make light of the Triumph in promo campaigns or social media efforts? Have any already jumped on this opportunity?

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4 Super Bowl ‘Rebranding’ Reviews: What Worked? What Didn’t?

Since today is officially Review the Super Bowl day, we thought we’d riff on a theme we saw in several of last night’s big-name ads: rebranding. The companies in question aren’t exactly hurting for money (except for one very notable exception), but they wanted to use the Super Bowl as a jumping-off point to refine and re-target their brands. So what worked? What didn’t? Let’s do some before-and-after comparisons, shall we?

Mercedes-Benz

Before: A luxury car brand synonymous with “incredibly rich (and usually evil) people”

After: A premium brand that’s still affordable for those of us a little lower on the social ladder

Did it work? Nice commercial but no. An “economy” model Mercedes is like a subprime mortgage: you can tell us it’s less expensive and convince us that we’ll be able to pay it off in twenty years of installments, but the fact is we still can’t afford it.

But hey, at least we didn’t have to watch Kate Upton try to act.

Click through for the rest:

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