Author: Martin Communications

Trick-or-Treat Goes Digital

Families are finding new ways of celebrating the fall season in the midst of coronavirus. Pumpkin patches and haunted houses are still operating, but many neighborhood trick-or-treats are cancelled due to social distancing. In a stride to continue high candy sales, one candy company is keeping the spooky season alive with a new way to trick-or-treat.

Mars Wrigley, makers of Snickers and M&M’s, have launched Treat Town, an app that allows families to trick-or-treat virtually. Once downloaded, users can choose to be a candy giver or trick-or-treater. Candy givers purchase Mars Wrigley candy online that will be distributed to trick-or-treaters in the app. Trick-or-treaters collect candy credits that can be exchanged for real candy redeemable in stores.

Learn more and download today at Treat-Town.com.

Get Your Flu Shot, Get Rewarded

The end of the year brings the holidays, chilly weather, and flu season. And the best way to stay healthy is to get your flu shot. With the concern of flu season during the coronavirus, companies are encouraging us to get our flu shot early.

Understanding that some people may be reluctant, four retailers created campaigns offering  incentives for every person that gets a flu shot in their stores. Target is offering a $5 coupon to use in stores, CVS is offering $5 off a $20 purchase, Publix is offering a $10 Publix gift card, and Walgreens is offering $5 off a $15 purchase. While detractors may claim this is just another ruse to build store traffic, the broader conclusion is that corporations are intent on pursuing ways to “give back” to the communities they serve.

To find a flu shot provider near you, visit VaccineFinder.org.

Meet a Martin – Alex Willis, Account Manager

Originally an intern, I rejoined the Martin team a few years post-graduation in 2017. MC was such a great place to learn and grow as an intern, I was ecstatic to return full time.

Though the current pandemic has turned our lives upside down, I saw an opportunity. It had been a dream of mine to move to Colorado, and so I thought I would ask if working remotely from another state was possible (as the whole MC team is working remotely). My question was met with such support that I felt blessed and super grateful to be working for a company that cares about their employees beyond the workplace. One month later, I made the drive across the country with my best friend and not even a week after that I was already in the mountains catching my first Colorado brown trout! Though the fires may have put a dampener on my mountain adventures the past few weeks, I know it won’t keep me away from them for long.

As you can probably gather, I love spending time outdoors in my free time, and if I’m stuck inside, you can find me being creative with a paintbrush or experimenting with a new recipe in the kitchen… and recently building furniture for my new apartment.

If you’re ever in the Fort Collins area, feel free to reach out! Colorado team-builder event in 2021?

Sources: News Talk, Media Post

The past six months taught us to create honest and positive content. As we endure the second half, honesty and positivity are needed more than ever.

Quarantine is Better with a Furry BFF

In the age of coronavirus, households are spending more time indoors and less time outdoors. In turn, adopting and fostering a pet is in high demand. Pet brands saw this as an opportunity to boost their advertising budget and increase sales … and they did not disappoint.

Between March and May, the number of pet-related advertisements increased by 52% and online retail sales increased by 24%. Chewy, one of America’s largest pet suppliers, increased promotion of their products by 51% alone. Pets at Home, the largest UK pet supplier, now has an average 30-minute wait time to access their website.

So if you’re thinking about a pet, now is a great time. The numbers don’t lie; quarantine really is better with a furry BFF.

Netflix Takes Their Newest Collection Outdoors

In light of recent events across the country, businesses of all sizes are using their voice to take a stand to help fight racial injustice. Netflix was one of the first companies to use their video  platform by creating a new collection, titled Black Lives Matter, dedicated to educating their subscribers through film. The collection includes more than 45 movies, documentaries, and television series such as Malcom X, When They See Us, and All American.

To further promote their collection, Netflix created an out-of-home campaign in two major cities: New York City and Los Angeles to deliver as broad a reach as possible. The campaign highlights select films included in the Black Lives Matter collection. Advertising outside of digital and social was not in the original plans, but a 4,665% increase in interested watchers pushed their decision. “We believe that one of the ways Netflix can have a direct positive impact is through our stories,” said Netflix CEO.

To view the entire Black Lives Matter collection, click here.

Meet a Martin – Colleen Jones, Media Manager

I’m originally from Wilkes-Barre, and I came “down” to Harrisburg after an arts administration internship at the Whitaker Center for Science and the Arts. I moved on from Whitaker Center to the events and marketing team at the publisher of the Central Penn Business Journal and Central Penn Parent, where I stayed and grew for 10 years. I started at Martin Communications in 2016, where I’ve had the opportunity to fully focus on media strategy and buying. 

Though I didn’t continue working in the field, I’m still very passionate about the arts! I have performed with Theatre Harrisburg; I take dance classes (Hip-Hop, Tap, and Lyrical – plus some Zumba and East Coast Swing on occasion); and I am very proud to be a founding volunteer advisor with the Betty J. Gantz Foundation for the Performing Arts, a 501c3 nonprofit organization founded in 2019 to provide access to dance and other performing arts for under-served and minority communities in Central PA through scholarships and outreach programs. 

Another fun fact about me: I go on an annual snowmobiling trip in Adirondacks State Park in upstate New York, sledding miles on rail trails in the freezing cold, then warming up by the fire without any cell signal. For us, it’s a great way to disconnect from the real world and spend time with friends. 

Pictured: my husband, Andy, and our rescue mutt, Leia (as in Princess Leia) on one of our snowmobiling trips. Back in 2013, Leia got caught going after the apple in a groundhog trap on the CPBJ property. She was released and ran toward me barking, then rolled over for belly rubs. We bonded instantly and when no one reported her missing, she truly became our household princess. 

Sources: AdWeek, The Drum. The Verge, Netflix

COVID-19 has affected all aspects of our lives. Brands are finding different ways to stay relevant by directing their messaging towards our new priorities. One musician started a fundraiser that made millions, while a brewery wants to keep celebrating love.

“Come Together Right Now”

Several people are doing their part to help. Neighbors are going to the grocery store, celebrating essential workers, and showing their support. Lady Gaga used her platform by teaming up with Global Citizen to create One World: Together at Home, an 8-hour global broadcast to raise funds for the World Health Organization (WHO).

The livestream featured more than 70 musicians and celebrities in their homes celebrating those who are keeping us safe during COVID-19. 128 million dollars were raised and more than 72 million of that money is being donated to local and regional first responders. Musicians involved included Lizzo, Beyoncé, Elton John, Stevie Wonder.

To watch performances and event highlights, click here.

Something Old, Something New & Some Brews

Engaged couples around the world have looked forward to tying the knot in 2020. Unfortunately, a pandemic wasn’t in their wedding plans and are having to postpone or cancel their big day. Anheuser-Busch wants to give them a little something to still celebrate by gifting them a year’s supply of Busch Light.

The idea for “Busch Weddings” came about when the brand’s corporate team continued to see their beer tagged in wedding photos. To enter the sweepstakes, couples must post a photo of themselves on social media explaining how they plan to celebrate amongst COVID-19 and include #BuschWeddingGift and #Sweepstakes. Entries are due in the beginning of May and 250 winners will be chosen.

Meet a Martin – Barb Martin, Vice President

I joined Martin Communications almost 19 years ago, with the promise from Tom that I would never be bored. Boy, was he right! I started out helping with basic office tasks, moved on to learning the fun and crazy world of media buying, and eventually found my niche in working with clients. Since every day is different, and my day can turn upside down based on one phone call or email, I am never bored!

Outside of work, my passion is my family and cooking. These go well together, as I enjoy hosting both formal and everyday meals to feed them as well as friends. From a fancy holiday get-together to a simple summer barbecue, I enjoy the entire process, from the planning and shopping to the cooking and plating. Then, my terrific family does the clean up!

Sources: CNN, MarketWatch, The Guardian

If you feel like you have been overwhelmed with the 24/7 news cycle, this month’s blog may bring you some joy. Keep calm and read on.

Eat Your Chicken and Wear It, Too

It’s no surprise that advertising has surpassed the typical mediums. Uber cars are driving around town with ads attached to their roof, promotions are seen in music videos, and even flash mobs can market something. If companies can do those, why not pay people to wear an ad?

Wingstop ditched traditional out-of-home advertising to a new anytime, anywhere type of advertising. Thousands of fans and social media influencers will be paid to wear hoodies of Wingstop’s brand in public. Those who participate will choose one of three versions of the hoodie: generic, delivery, or boneless wings.

Sound’s easy, right? Don’t quit your day job just yet. The walking billboards only get paid $10 if they post themselves wearing the hoodie on Instagram, tag Wingstop’s account handle, and include the hashtag #ThisIsAnAdForWingstop. Additional prizes will be awarded if a post is both creative and goes viral.

Olay Embraces Natural Beauty

The beauty and fashion industry are one of the top advertisers in the world today. Their models and celebrity sponsors have perfectly styled hair, skin with no blemishes, and outfits with no creases and wrinkles. Imperfections are invisible. It’s not uncommon for us to ask, “is that natural?”  

Olay, a skincare brand owned by Procter & Gamble, announced they will start the process of not retouching their advertisements to break away from typical beauty standards. “My Olay,” their newest campaign promoting unretouched photos, will feature new celebrity sponsors in the United States and Canada. They even gave a sneak peak of the natural approach in their 2020 Super Bowl commercial photoshoot.

Olay isn’t the first brand to join the natural beauty movement. Dove previously released two campaigns that fought trying to be flawless, while American Eagle (Aerie) became “Photoshop-free.”

Meet a Martin – Tom Martin, President

“The first toy I remember was a 1947 Chevy model. I still have it. Today, the toys are much larger needing garages to stable them with names of Leon, Sally, Sylvia and The Vette with build dates from 1951 to 1993 in various states of restoration. They are four of the 37 cars I’ve owned since age 16. Some were handsome and fast, others not so much. A few were purchased new, one was free. ‘Obsessed’ you say? There’s more.”

“High speed experiences include two, 10 lap, 115 mph drives around Dover Raceway in a NASCAR prepped car, 30 fast laps at Lime Rock Raceway in an open wheel, single fuselage racer (like an Indy car, but smaller), drag racing a Chevelle (sometimes at a drag strip), auto- crossing a sports car, and recently piloting a 700+hp Mustang on a road racing course. Add to that, being chased by police three times. Score: Tom 3, police 0. Sadly, I let my PA State Inspection Mechanic License lapse years ago. ‘Obsessed?’ Well maybe!”

Sources: CNN, AdAge, MediaPost