Candlelight, loud music, and the chance for a potential celebrity sighting – it sounds a bit like a nightclub, or at the very least a trendy bar. While all of the above are nightlife commonalities, they are also a key factor in the success of SoulCycle – an intense, full-body workout done on a stationary bike. The brand has turned “spin class” into one of the most successful fitness trends around, generating a cult-like following among its devotees, which include Lady Gaga, Katy Perry, Jake Gyllenhaal, and Charlize Theron just to name a few. In addition, celebs such as Lena Dunham and Oprah have even held SoulCycle birthday parties.
SoulCycle has set itself apart from other fitness trends in a … Continue Reading
Social media can be challenging with its many channels and niche audiences. Where does a brand start? And how do brands tie their efforts together? VIZIO, the nation’s largest seller of flat panel televisions, answered these questions by creating its own social network, called Fandemonium.
By leveraging a sponsorship begun in 2010, VIZIO first launched Fandemonium at the 2013 Rose Bowl game; encouraging fans to cheer and jeer plays for a chance have their pictures displayed on the stadium jumbotron. Fandemonium participation – including store check-ins as well as viewing and writing product reviews – is rewarded with points that members can redeem from VIZIO, or one of its Fandemonium partners, which include Hulu, Netflix, and ESPN.
The genius behind … Continue Reading
One of the biggest news stories of the last year occurred on December 3, 2013, when the city of Detroit became the largest municipality in the United States to enter Chapter 9 bankruptcy. A decades-long economic decline saddled Detroit with $18 billion in debt, high crime rates, extensive urban blight – and, it would seem, a problem marketing itself to potential visitors.
But Detroit is one hard city to knock out. (It is the home of Joe Louis, after all.) From the Model T to Kid Rock, the Motor City has contributed enormously to the manufacturing, musical, and cultural life of our nation, giving it an enduring appeal. The only northern city to have hosted two Super Bowls, Detroit plays … Continue Reading