Brand & Marketing - Our monthly round-up

On our “best of” show this month we featured three vids all about influence and collaboration. Check out the vid above and transcripts below! 


Travis Scott x McDonalds 


What does a rap artist and one of the world's largest food chains have in common? Well, turns out it doesn't matter. So, Travis Scott and McDonald's. 


What's the go there? 


So when a collaboration happens between two brands, usually they're within the same realm of each other, because it just makes sense. So a sports star will partner up with an athletic brand because they just work together. But it doesn't always have to be that way. Sometimes when two totally unrelated forces come together for a joint product, they can raise heaps of attention and mutually introduce two new markets to each other. 


Enter case, Travis Scott and McDonald's. A lot of people were confused when they first heard about this, and rightfully so. I mean, what does this rap artist and this large fast food chain have in common? Well, it turns out it doesn't matter. They don't need to have anything in common, why? Well, the fact that we're even talking about this is enough to prove that it's working. Just to clarify what this collaboration actually is. McDonald's have released a limited menu item called The Travis Scott's. On top of this, they've also collabed with releasing a line of merchandise. They're rather unconventional from McDonald's. 


It's a smart move because it's increasing the popularity and profitability of this joint venture. McDonald's benefits from being so universally established. They don't need to worry about growth. So therefore there's less risk for them to do something unique like this. If we were to apply this to a smaller brand, however, it could still be a really good opportunity. 


Abstract collaborations bring on attention from both reaches of market and clientele, and can create ongoing mutual benefits from each other. Take this example from the golden arches and find yourself your version of Cactus Jack, because it's not a risk, it's an opportunity.


Supreme


When it comes to street wear brands, Supreme is at the top of their game. And it's harder to come across anything that is more recognizable than a Supreme box logo. But how did Supreme get their start? 

Well, they started off in 1994 as a humble little skate shop on a quiet street of New York, founded by James Jebbia. In that store, they would sell other brand's apparel and gear, but they also sold some of their own stuff but it was really just humble at that time.

So how exactly did they grow? Well, the key to Supreme's success is the fact that they've always aligned with the right people. They had their clothing featured in gritty 1995 cult classic "Kids," and also had their other clothing featured on a lot of iconic skateboarders at that time. They would also make sure to collaborate with some very culturally influential brands and artists, such as Nike SB and Vans, and not to mention Keith Haring, Kors and Jeff Kerns. They kept this up and in about 15 years they achieved what every other street wear brand wanted to. But that wasn't exactly the glass ceiling they wanted to hit. They wanted to smash right through that. And guess what, they did. 

But how did they do that? Well, in the early 2010 Supreme happened to chance along a young rap collective called Odd Future. It was just a chance bet that these kids would turn into anything, but they bet on the right people. Odd Future would prove to be the collective that big industry greats like Taylor the Creator, Frank Ocean, Earl Sweatshirt and The Internet would all get their start in. The group very quickly elevated into mainstream popularity and brought Supreme with them. Supreme shared the hype with Odd Future. But even with this exponential growth, they still kept true to their skate routes. They would continue to support and collaborate with a lot of icons that were growing in the scene. With both of these key demographics working in full effect, Supreme was able to just take over. Whenever the brand had one of the fabled limited really drops, they had customers lining up overnight outside of their LA stores, and New York stores, and Japan stores, at France stores, at London stores, it was endless. And with a limited release strategy matching with their high popularity, they started to take a lot of advantage with it. They could essentially just do whatever they want, and release whatever they wanted. They were able to collaborate with bigger names in the fashion industry, such as Louis Vuitton, and even featured a lot of celebrities on their T-shirts, like Neil Young, Kate Moss and Kermit the Frog. But namely on top of all of this, in their limited release drops, they would usually have some sort of very left of center obscure product release. 

Supreme became known for these odd releases. They would release things like shovels, pinball machines, a brick, a money gun. I guarantee you, someone watching this owns a Supreme crowbar. You do. 

So to bring it all back, the reason why they have so much success, is purely just because of truly aligned with. Being a brand which is so culturally rich in its roots, they realized they didn't have to advertise so much. Because the people who wore their stuff was enough advertisement as it was. They've always recognized their key demographic, and they've always immersed themselves within it. So with all of this said and done, I wanna leave you with this question. How immersed are you with the old target demographic? Are you doing all you can? Think about it.


Ocean’s Spray 

What does a 37 year old warehouse laborer from Idaho, cranberry juice, and Fleetwood Mac have in common? ♪ Well who am I to keep you down ♪ If you haven't caught up yet, TikTok is taking the world by storm. It's moved way beyond its foundation as Musical.ly with kids lip syncing songs to being the new way that people are consuming short video. 


And this brings us to the TikTok sensation that has been 420doggface208. 

So how did this go viral? Well if you watch it, it's just a really cool moment, and it gives you a real sense that the guy loves his cranberry juice, and he's in a free moment, and the music couldn't be more perfect to match with the mood of the video. 


What then really kicked things off was Mick Fleetwood from Fleetwood Mac. He saw it, jumped on, made his own version, which got millions and millions of views. And the rest is history. 

From Dr. Phil to Gary V, and even Jimmy Fallon jumped in to do their one version. 

What's interesting for me is how quickly mainstream media picked up on this viral moment and jumped on the bandwagon as well. Ocean Spray's marketing team did an amazing job to capitalize on the virality without forcing it down people's throats. They gave Nathan a car when he needed it. They didn't make a big song and dance about it either. He just said that he needed a car to get to work, so they gave him a truck, which got them an instant hit on TikTok as well. 

Ocean Spray were able to not be so blatant with their marketing, 'cause people already loved the video. They got the tone really right compared to other businesses that sometimes jump in too hard. They went with the movement instead of trying to dictate where the movement should go. 

So what can we learn for our businesses? 

Well, TikTok is becoming mainstream. It's moved way beyond videos of kids dancing or lip syncing. 

It's now getting into mainstream media, which means there's going to be more and more attention there if you want it for your business. 

Also, if you want to capitalize on a cultural moment, be smart. Don't try to dictate tone, don't try to put it in a direction that you want it to go. Play with it, go with the flow, and do what Ocean Spray have done, which is ride the wave that was already created by the community.