While Britain recovers from the expected nadir of Murray’s loss and the majestic Federer’s subsequent victory at Wimbledon, and the tennis world celebrates a champion of the sport, the next Slam – the US Open, in New York – looms close by on the horizon. Zeitgeist will be going, but, like many others, had a terrible time purchasing tickets online.
“Give me your tired, your poor, your huddled masses, yearning to breathe free”. So says the moniker on the Statue of Liberty in New York, welcoming immigrants to the United States. The US Open grand slam tennis tournament released its tickets to the public several weeks ago, and for the first time offered fans on Facebook the opportunity to purchase tickets a day before anyone else. Unfortunately, not only did they neglect to stipulate that this offer was only available to American buyers, they also had more broader problems with their system that day, creating an enormous backlash of ill will seen on Facebook. On Twitter, the US Open official account kept having to explain itself.
Providing fans with the tickets they want is a hard business. Someone will always be disappointed. And credit should be given to the organisers for trying to do something innovative and rewarding. However, thinking that the reach of the US Open does not extend beyond the nation’s boundaries was a massive, massive mistake in today’s world. They really lost a lot of their brand equity and trust that day.
As if their continued efforts to save the Euro weren’t giving them enough of a headache, recent German attempts to sell cars and excite football fans have also failed to hit the mark.
As any Englishman will tell you, the weather has a nasty habit of messing up the best laid plans. From BBQs to Wimbledon, the rain can be relied on to appear when it is least welcome. Similarly the winters of 2009 and 2010 were unusually harsh just when retailers most needed people to be able to get out and spend their money.
So while we applaud their innovative thinking we can also sympathise with German agency Sassenbach Advertising who have seen their clever weather themed idea turn into a icy nightmare.
Seeking a “wind and weatherproof idea” to support the launch of the new Mini Cooper Roadster, they took advantage of the “adopt-a-vortex” scheme run by Berlin’s Free University and named the current high pressure front sweeping across Europe ‘Cooper’.
The campaign also involved buying a low front to be called ‘Minnie’ later in the year that one hopes will be less destructive.
A statement from BMW confirmed that while they had bought the names they didn’t have control over when they were used and that clearly, they regretted any loss of life.
While the whole episode has been highlighted as a bit of an gaffe, BMW and their agency haven’t done anything wrong and the €299 price tag for naming the weather seems cheap even though the publicity it has provoked isn’t what was planned.
The same can’t be said for German football giants Bayern Munich who upset their fans with an ill thought out launch of an app.
Last week, as the January transfer window was coming to a close, the club told their 2.7m Facebook fans that they had just signed a new striker who would be announced exclusively via a Facebook app in around an hour.
As the clock ticked down, fans debated which star they’d be seeing at Allianz Arena with Manchester based duo Carlos Tevez and Dimitar Berbatov among the suggestions.
However when the announcement was made it became clear that the club had misjudged things enormously.
A live stream with Markus Hörwick (Comms Director), Chrsitian Nerlinger (General Manager) and Philipp Lahm (Club Captain) announced that the new star player was actually the fan themselves, the 12th man of the squad.
The app then showed fake press announcements, mock interviews with star players welcoming the ‘new player’ and shirts with the users name.
What could have been a great value added experience resulted in a terrible user experience, compounded by the app crashing, with fans venting their anger on various social networks.
The press, who had also been kept in the dark showed great schadenfreude, gleefully spreading news of the failure which ended up trending worldwide on Twitter.
Within three hours the club had received over 5,000 complaints from angry fans and was forced to offer an apology.
Both brands will survive their difficult week. Mini because they didn’t do anything malicious and Bayern because disappointment is all part of being a football fan.
Let’s just hope their fiscal policies have better results.
While in New York recently, Zeitgeist was privy to a few interesting examples of brand activation and digitally engaging experiences that it thought worth sharing.
While most of Manhattan’s citizens had sensibly fled the city’s dog days of summer, some were still caught in the rat race. It was good of HBO then to attempt to bring some enjoyment into the workers’ commute, in a stellar piece of brand activation that lasted for several days. The cable network HBO has had an astonishing run of successful series – recently noted in The Economist – popular with audiences and critics alike, from Sex and the City through the Sopranos, Curb Your Enthusiasm and now with Boardwalk Empire. According to the Gawker, the network had spent so much on advertising on the Metro over the years, “the MTA let them buy the entire car”. The Prohibition-era series came to life for several days with passengers able to ride an authentic 1920s traincar, replete with the odd advertisement promoting the upcoming new season of Boardwalk Empire. It’s a superb idea, something very engaging while at the same time actually serving a purpose (functioning as an otherwise normal subway train). It also fits in very well with a particular fascination New York seems to have currently with speakeasies, a number of which have popped up in midtown and lower Manhattan.
Similarly, BMW have also been taking over a space, this time in the East Village, promoting the automaker’s take on what sustainability means in the form of the BMW Guggenheim Lab. The Lab will include more than 100 free lectures, movie screenings and discussion, according to an article on Luxury Daily, which quotes Harald Krüger, BMW board of management member, as saying “premium is also defined by sustainability”. PSFK called it an “urban curiousity hub”. A picture of the Lab is below.
It was also interesting to wander through the Museum of Modern Art’s current exhibition entitled ‘Talk to Me: Design and Communication between People and Objects’. As the website blurb says,
“The exhibition focuses on objects that involve a direct interaction, such as interfaces, information systems, visualization design, and communication devices, and on projects that establish an emotional, sensual, or intellectual connection with their users.”
Running through November 7th, one of the more interesting practical things Zeitgeist noted about the show was the introduction of Augmented Reality as a way of enhancing some of the pieces exhibited. Also included were QR codes featuring more information for visitors, as well as hashtags for each object, to encourage people to talk about them and discuss them more easily via Twitter. Really interesting stuff.
So as you can see, there is an awful lot of interesting and relevant stuff going on in the city that never sleeps. FYI, Zeitgeist will be accepting commissions for future trips, especially ones that involve further investigation into the speakeasies mentioned earlier.
As with every summer, the tennis season kicks into high gear with the French Open (aka Roland Garros) in Paris in May, and the Championships at the All England Club (aka Wimbledon) just two weeks later. Brand Republic today published their list of the 10 Best Tennis ads. The sport’s popularity pales in comparison to other pursuits in the UK, and questions always abound at this time of the year as to the country’s woeful showing at the majors. It’s an especially sore point when one looks at recent successes in golf.
Demand for tickets however at the four annual Grand Slams has never been higher. Getting a seat at such events then is a tough ask. Recently, the French Open began making tickets available online for direct purchase. This included being able to select specific days, courts and seats. Of course, having such an easy route meant that there were one or two people who had the same idea as Zeitgeist. Even accessing the website on the stroke of the hour the tickets became available put him behind 3,560 other eager tennis fans (see picture at end of article). Prima facie then this democratisation of ticket availability – rather than having a lottery and corporate hoardings – is a good thing. From a practical perspective however, does it make sense to do it this way? Can or should there be priorities given, based not just on how much people are willing to pay for tickets? Why not give those who actually play the sport more of a priority, or using Foursquare, see how many other tennis tournaments people have attended and judge their passion for tennis based on that. Can they have ticket giveaways to those who “like” Nadal, Federer, etc. on Facebook? It’s a thorny issue; perhaps the route the French Open has taken is the least worst option.
All the slams provide diverting iPhone apps too. However, if you’re going to the effort of providing a service, better make sure it works. Zeitgeist was presented with the below image on their phone while sitting on Court 1 at Wimbledon on Monday, June 20th.
As we celebrate our first anniversary and approach our 150th post, please join us in celebrating our 30,000th hit.
We’ve written on the changing face of masculinity, and how men shop in the second decade of the 21st century. We examined why England lost it’s World Cup bid, and what the World Cup meant for the world as a whole, and the businesses that aim to profit from it.
We talked about the future of content; what it means to own something that only exists as a file on a computer, but you still have to pay for, as bookshops and videostores fade to dust and intellectual property rights evolve along an uncertain path.
We’ve ruminated on leadership, on how luxury justifies itself post-recession, and how antique brands like Louis Vuitton attempt to keep themselves fresh, as well as ultra-premium.
We’ve talked about how movie studios win by marketing their product, and how auction houses lost out to the pitfalls of behavioural economics.
We’ve debriefed you on our visit to the UK’s Google HQ, while waxing lyrical on Nintendo as it moves from taking on Sega to taking on Apple. We’ve asked what it means for the future of TV when everyone has Sky+ and a broadband connection. And we’ve looked at several examples of superb brand activation.
Stick around and have a browse, we’re not going anywhere.
Two brands, both alike in dignity, in fair Wimbledon, where we lay our scene. Those lucky enough to be at this year’s Championships at SW19 witnessed a record-breaking feat; the longest tennis match ever. While an exhausted John Isner and Nicolas Mahut – it would almost be a disservice to label either of them as not winners – were convalescing in ice baths with IV drips and (no doubt) comely women at their sides to mop their sweaty brows, it was not just John McEnroe that paid attention to the importance of the match, which ended 6-4, 3-6, 6-7, 7-6, 70-68.
KitKat came up with a simple but brilliant execution for a print ad that ran soon after the match – the principle image being a terrifically distressed tennis ball, along with the final scoreline – that was perfectly on-brand and in sync with its proposition “Have a break”. The second, more amusing exploitation of the match was by Durex, with the end-line “Take pleasure in coming second”. See the ad below. (UPDATE: The video has now been “removed by the user”. Zeitgeist can’t seem to find it elsewhere online. If, good reader, you know where to find it, please let us know.)