I work with media groups on how to maximize their digital efforts. We all know content is king, but how do you take a client’s needs and integrate content into a win-win-win for programming, sales and the client?
When you study negotiation strategies … one factor is knowing what the other side is up against, otherwise understanding their needs. And in this case, media reps have several parties to negotiate with … brand/programming and their client.
Case in point … B96FM in Chicago. I follow them on twitter and their logo hit me in the face.
Can you imagine what their brand director said when the idea was presented to integrate the Pepsi logo into B96′s logo? I’ve been in these conversations, and they aren’t fun.
The client in this case being Pepsi, must LOVE this type of integrated marketing. From my point of view, I think this is a WIN-WIN-WIN!
- The logo is tastefully done – it’s cool, easy to read and has established colors that fit
- It makes B96 appear to HUGE -A RADIO POWERHOUSE
- Summer IS fun, B96 IS fun and Pepsi adds to the fun by making it big “BIG”
- Pepsi appears to be cool & hip by connecting to music
Next step … When I visited B96′s website … They’ve also integrated the Summer Bash into their website, not with a small logo, but again – you can’t ignore it! You know the B96 Pepsi Summer Bash is on it’s way!
Can you see the integration? How could you not?
This is one of the best examples I’ve seen from a traditional broadcast company meeting the needs of their external and internal clients with an integrated marketing campaign.
If you’re looking for an idea or example of integrated marketing campaign … then this is one!
Congratulations to B96, Pepsi and the team who created this … Awesome job!