“We’re somewhat the uninvited guest,” says Cliff Marks, president of sales and marketing at NCM Media Networks, which produces the program. “No one comes to the movies and says, ‘I wonder what’s going to be in the pre-show.’ But since we’ve created this show, you wouldn’t believe how great the consumer response is.”
When it launched in 2002, he says, people booed and threw stuff at the screen. Today, in surveys, 95% of viewers say they like it.
"The resulting campaign was, in true Portland fashion, unconventional. Understanding that young locals prefer to discover things instead of being told what to buy, Helm suggested a subtle campaign focused on billboards. "It had no call to action, no name of the team, no mention of the sport, no URL," says Helm."
"What auto manufacturers, along with much of corporate America are missing here is that the vehicles to freedom and personal identity have changed for this generation. The sooner brands get a grip on this reality the sooner they can make adjustments in how they market to and communicate with this core group, which is essential to their long-term success."
One way for a brand to create awareness is with a surprising new product that gets people talking. Some people probably remember exactly where they were the day they found out Taco Bell’s Doritos Locos Taco would be a thing, such was the excitement the chip-encrusted foodstuff generated. This urge to innovate, however, also renders companies ripe for parody. If they’re so eager to make a product that qualifies as “unbelievable” within a rigidly define area of safety, just imagine what lies beyond those boundaries. Oh wait, you don’t have to—someone’s already done it.
"The reason why I can produce beautiful sweatshirts with tons of needlework and paneling and gussets, and custom hardware, is because I’m investing way, way more into my product than my competitors are."