As a seasoned gamer with a penchant for marketing tactics, I must admit that this partnership between brands and Saturday Night Live (SNL) is a masterstroke of modern advertising. Having grown up with SNL as a staple of my weekend entertainment, I can attest to the power of its humor and the impact it has on its audience.
Marketing professionals tend to be cautious, consistently sticking to their brand’s message, and they prefer to exercise control over how their advertising content is presented, often using film industry terminology for their final product, referring to it as the “final cut.
Despite the usual hesitance, several individuals chose to entrust their brands for the 50th season of Saturday Night Live to Lorne Michaels.
During New York Advertising Week, Mark Marshall, head of ad sales at NBCUniversal, was accompanied by several sponsors from Saturday Night Live for a panel discussion. They delved into the strategies used by NBC to seamlessly blend marketing messages within their broadcasts and online content, ensuring an authentic fit with the show, all while keeping brand managers comfortable.
Mark Marshall mentioned that we’ve been cautious about allowing brands to associate with this intellectual property due to instances where they might unintentionally become the subject of humor. He emphasized that we needed to handle this carefully, but he’s grateful to the four individuals up here, as well as Capital One, for their collaboration.
In the discussion, Jessie Feinstein from Maybelline, Jennifer Clayton of Volkswagen, Kari Marshall representing T-Mobile, Dave Marsey as Allstate’s marketing exec, along with Willie Geist (host of Morning Joe and Sunday Today) were also present.
As a gamer, I had to pass up on some exciting sponsorship offers for our 50th season, because I felt their brands weren’t aligning with our values and identity.
Marshall acknowledged that everyone deserves recognition, as this project is particularly challenging due to limited creative control and a reliance on the show in unique ways. Interestingly, numerous individuals expressed a desire to collaborate, but Marshall declined since such partnerships are usually off-limits for his sales group. However, he was pleased that these people decided to join forces because their brand’s tone aligns well with the project.
For Allstate, this partnership involves a forthcoming digital production by Please Don’t Destroy’s team, where the famous “Mayhem” character, portrayed by Dean Winters, is set to appear in an upcoming segment.
According to Marsey, Allstate aims to seamlessly blend with pre-existing situations or surroundings. The perfect chance to venture into something novel and test our boundaries, she said, was presented by Saturday Night Live, particularly its 50th season, where we could position ourselves in an unfamiliar yet beneficial way.
Marshall mentioned that Lorne and the entire team are actively figuring out how to incorporate the brands into their work. He expressed gratitude for their partnership and noted that it’s special because they’ve given up some control. According to him, SNL performs exceptionally well when such freedom is allowed, as this lets them excel in their unique abilities.
Other activities involve Volkswagen offering college football spectators a glimpse of Saturday Night Live’s dress rehearsal, and T-Mobile supporting exclusive backstage content. These brands have additionally used performers like Chloe Fineman and past performers such as Vanessa Bayer in advertisements.
But it helps when a brand is willing to lean in and embrace the joke.
As a gamer, I’m game for any joke thrown my way about makeup. It’s a piece of cake to mock it, but Maybelline stands out from the crowd. This brand isn’t just made in New York, it’s got a spark. It’s got a unique character that sets it apart.
It’s quite challenging to stay culturally ‘on trend’ nowadays, particularly when it comes to makeup, given how rapidly things change, much like on TikTok. So, what’s popular today may not be so tomorrow.
Marshall refers to it as a shared “viewing event,” where viewers can watch it live on television, catch up on it the following day through Peacock, or view fragments of it on various social media platforms.
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2024-10-09 01:55