New Consumer Journey, Heineken Mixtapes, Live Ads, Brands v British Films

Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase (Exhibit 1). But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer.
Picture 1
This summer, every 6-pack of Heineken comes with a USB stick designed to look like an old school music cassette. These USBs give access to three free song downloads, and five different music styles are reflected in the USB designs
Says the show’s writer and star: “In this new world we live in, it’s not enough just to be funny or talented, but you also have to understand the business side of it,” he said. “I’m all for Comedy Central making tons of money off of advertisers doing our show. I want to make it as easy for them as I can. But if it ever seems weird on our show, that we’re holding product X in our right arm and it takes you out of the show, that makes it not good.”
Maybe it’s because marketers, just like the rest of us, are looking for an escape these days, that Augmented Reality (or AR) has exploded onto the marketing scene in recent weeks. In the simplest terms, AR combines real time images with virtual ones, to create entirely new 3D computer-generated graphics, often with parts that the consumer can control.

UK Film Council looks to brands to help fund British films
Although box-office takings reached a record £850m last year, British filmmakers are struggling to secure funding from broadcasters and traditional City backers. The Council is seeking to establish a third-party venture to facilitate relationships between brand owners and filmmakers. Any such tie-ups would be likely to give some creative control to the brands concerned, as well as ownership rights. John Woodward, chief executive of the UK Film Council, said a sponsoring brand would be able to speak directly to filmmakers about projects that fit with its values.

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