Gray Goose offers a toast to good stories
The Olympics come to a close this weekend, but you can continue to watch inspiring stories about the world’s best athletes. The Gray Goose vodka brand has partnered with Uninterrupted, the athlete empowerment brand launched by NBA star LeBron James and his business partner Maverick Carter, to launch a new video series titled In the moment.
The series features one-on-one conversations with the biggest names in the sport about the pivotal moments on their path to success. The Champion Curry diffuser sits with each guest next to a Gray Goose branded case hiding three elements that represent those defining moments. Viewers will watch them each reveal and learn the story behind the object.
« Our hope is that the personal stories shared throughout In The Moment will encourage audiences to foster a deeper connection with these icons and to better understand not only their game but also their passions outside of sport, » said the Gray Goose vice president for North America. Marketing said in the ad.
The series debuted on July 21 with American footballer Christen Press:
New videos will be showing through the end of August on Roku and the Uninterrupted and Gray Goose YouTube channels. Planned guests include NFL star DeAndre Hopkins and NBA legend Chris Bosh.
WHY IS IT IMPORTANT: Branded content marketers don’t have to do all of the heavy lifting of content creation. Partnering with an existing media company, especially a high profile company, often makes more sense. Of course, you can’t apply your logo and claim the content as your own. Successful integration into original content or additional content is a better approach.
In this case, Gray Goose took advantage of product placement with a bar cart in each video and sipping cocktails on guests. It got a little more creative with the briefcase containing items the guest can discuss. But the real opportunity came in the form of additional content. Gray Goose has created and published recipes for all of the vodka libations consumed during shows.
But here’s where they missed a step. The press release announcing the series said viewers may find special content, additional cocktail recipes, and clips from the show on GreyGoose.com. A quick visit to the site revealed an image from the show and text about the first episode. However, the link leads directly to the YouTube channel. If there is related content on Gray Goose’s site (like recipes from the episode), it isn’t easy to find or relate to the show. It is a missed opportunity.
[email protected] teams up with @uninterrupted (from @KingJames and @MavCarter) for an inspirational #InTheMoment #content series. But are they wasting all the power of the partnership? @CMIContent #WeeklyWrap Click to Tweet
At Delta, the number of words keeps climbing
We imagine an airline’s social media team is up for almost anything. Frustrated travelers complain, express their anger and criticize everything from check-in to baggage claim.
But the Delta team didn’t seem to know what to say in response to that lengthy tweet from a recent email from a customer. « Dear @Delta« tweeted @HindaMitchell, « Didn’t last year teach you anything? » People don’t want 11 paragraph marketing emails anymore. Short and sweet does the job. Come on, Ed.
– Hinda Mitchell (@hindamitchell) July 28, 2021
Hinda did not share the 11 paragraphs. But those she shared made it clear: Whoever wrote this letter on behalf of Delta CEO Ed Bastian felt that more words would show that Delta really, really, really cares about its customers.
WHY IS IT IMPORTANT: « Thank you for your patience as we continue to do everything possible to improve and improve your experience, » read the penultimate paragraph of the email. But a Delta customer would need a lot of patience to get to this point in the long letter.
Simplicity and brevity work best in almost any email. Delta’s email in question covers everything from its values to new processes, changes to their application, timelines and functionality. Even someone who read every word would be confused as to the purpose – and would probably have to reread it to choose the information that applies to them.
Whether it’s an email, blog post, or video, don’t try to say it all. Pick a topic, explain the details, and give readers the option to explore further if they wish or continue if they wish.
Good-Loop calculates the environmental impact of digital advertising
UK-based Good-Loop did the math for content publishers.
The digital ethical advertising distribution company created the Good-Loop: Carbon-Calculator to help publishers understand the carbon footprint of their digital advertising.
Content publishers can enter the item’s size, country, and total impressions to know the number of tonnes of carbon dioxide needed to run that content.
The calculator is now only available to UK content creators, but Good-Loop points to plans to expand access. The company also announced its intention to create a tool to automatically measure and offset the carbon footprint of every ad it places.
WHY IS IT IMPORTANT: Calculators and interactive tools provide a great opportunity to engage your audience. They can also be a great way to collect more data about your audience. Good-Loop does a good job of using the tool to bring up a topic that is important to many that is not often discussed in the industry.
Cover image by Joseph Kalinowski / Content Marketing Institute