Did you watch the Summer Olympic Games from Rio? If you didn’t, and are 18 to 49 years old, is it because you were too ensconced in a social media bubble to notice the Games were even taking place? That’s apparently what NBCUniversal CEO Steve Burke thinks is the explanation for the network’s dismal ratings, which were down 17 percent in total viewership compared to the London games four years ago. The decline is even steeper, a full 25 percent, among millennials—which is why Burke blames Generation Y for the broadcast tanking. While this audience might comprise the largest group of people tuning out, they certainly aren’t at fault for what transpired. To uncover the root cause, NBC needs to look inward. What could the network have done differently to appeal more to millennials, and viewers of all ages? Broadcasting more events live certainly would have helped—by the time they aired, many potential viewers had already learned about their outcome (and, yes, this was often via social media). The network would also be wise to update their tired broadcasting crew of Bob Costas, Al Michaels, Dan Patrick and Marv Albert. Adding some new blood with more energy and personality would boost interest from a younger audience. Having paid $12 billion for the rights to broadcast the Olympics through 2032, NBC made a costly mistake with Rio, but it luckily has four more chances to get it right.
Michael A. Olguin, President
Havas Street Wins Nestlé USA Marketing Initiatives
Nestlé® USA has selected Havas Street to support two of its seasonal shopper marketing initiatives this fall. With over 50 brands in its portfolio, Nestlé® USA’s focus is on “Good Food, Good Life,” which is about making delicious, convenient, and nutritious foods and beverages. The in-store sampling programs will support both large- and small-format Hispanic grocery chains and focus on a variety of the company’s Hispanic brands.
The first program will support the launch of NIDO® Lacto-Ease, a 75% lactose reduced powder milk for infants; the second will promote four classic brands (Nestlé® Abuelita®, Nescafé® Café de Olla, Nestlé® Coffee-mate® and Nestlé® Toll House®) under the company’s annual El Mejor Nido multi-brand platform. Sixty events will be executed across El Super and Fiesta Mart locations in Southern California and Texas to promote sales of NIDO Lacto-Ease during the back-to-school season. Brand ambassadors will educate consumers about the new product, distribute coupons, and provide a fun photo giveaway.
The Day of the Dead (Día de los Muertos) program will roll out nationwide via 400-plus events in celebration of the holiday. Dia de los Muertos is a Latin American holiday when family and friends gather to celebrate and pray for those who have passed. Onsite retail activities will include sampling, face painting, and a photo activation.
Havas Formula SD Secures Suneva Giveaway on ‘EXTRA’
In support of the recent launch of Suneva Medical’s Regenica Rejuvenating Dual Serum, Havas Formula SD pitched and secured a standalone national broadcast giveaway on EXTRA. Hosted by Mario Lopez and featuring celebrity dermatologist and Regenica provider Dr. Ava Shamban, the segment highlights the next-generation growth factor technology and powerful antioxidants with which the serum is formulated. Additionally, Dr. Shamban cites supporting clinical data and research surrounding the product’s ability to reduce fine lines, wrinkles and pores. The giveaway also ran on EXTRA’s website; combined, the broadcast and online placements reached more than 8.4 million readers and viewers.
Panda Express Launch of New Dish is #TsoGood
Havas Formula’s PR, social and brand activation teams recently collaborated to launch Panda Express’ new limited-time offer dish, General Tso’s Chicken. To promote the new item to a nationwide audience, the agency took an integrated approach to engage consumers and garner media coverage. To kick things off, on Aug. 6 Havas Street installed a 15 ft. takeout container outside Glendale Galleria, home to the first Panda Express restaurant. Leading up to the launch, a countdown clock on top of the box built excitement as brand ambassadors distributed chorks (chopstick-forks) to invite passersby to the unveiling ceremony. Concurrently, Havas Formula’s social team drove online buzz via a Facebook Live event hosted by Panda’s Chef Adrian and lifestyle blogger Lily Martinez, who counted down to the big reveal of what was inside the giant container. Meanwhile, the PR team was working behind-the-scenes to invite media attendees to the event for a first-taste preview of General Tso’s that would yield media coverage timed to hit when the new menu item was available. On Aug. 10, the takeout container was opened to reveal the new dish via a sampling bar and interior artwork by Steven Wong that told the story of American Chinese restaurants. Additionally, consumers could take a photo inside a box of General Tso’s chicken via green screen technology. The successful launch campaign resulted in 7,500 consumer engagements, 1,450 samples and 5,200 giveaways distributed, 22K+ viewers reached via the Facebook Live broadcast, and features on General Tso’s Chicken in outlets including NBC Asian America, Business Insider, FoodBeast, Delish and QSR.
Havas Formula NY Locks In ‘Fast Company’ Hit for Schlage
Schlage, a brand of Allegion that has been creating stylish, innovative door hardware for more than 95 years, was recently featured in an online Fast Company article titled “ Why Apple HomeKit Seems Boring Right Now.” The Schlage Sense™ Smart Deadbolt, the brand’s most recent innovation, is designed to work with Apple HomeKit by allowing consumers to control their lock via an iPhone®, iPad® or iPod touch®, including using Siri® voice control. The lengthy article includes several quotes from Rob Martens, Schlage’s futurist and director of connectivity platforms, who provides a forward-thinking point of view on the smart home category and how Schlage makes lives easier and more convenient for consumers. Fast Company is written for the entrepreneurial and business person, providing insight into the latest innovations and new work practices, as well as the people, teams, products and ideas that define the emerging world of business. The online version receives 3.2 million unique visitors per month.
Havas Formula Chicago Lands Monoprice in ‘The Wall Street Journal’
Looking to drive awareness of Monoprice’s new Pure Outdoor product line, high quality outdoor and cycling gear at prices much lower than competitors, Havas Formula Chicago secured a placement for the brand’s Camp Chair in both the print and online editions of The Wall Street Journal. In a timely article titled “ The Best Camp Chairs for Music Festivals, Picnics and Soccer Games,” the Camp Chair was included as one of four portable chairs recommended for on-the-go comfort. Touting it as a “no-frills seat,” the editor said “it’s hard to beat the price” with Monoprice’s $40 Camp Chair. Combined, the placements reached more than 3 million.
Havas Formula SD Scores ‘Access Hollywood’ Segment for Senior Helpers
Havas Formula SD recently secured a coveted feature for Senior Helpers—one of the largest in-home senior care companies in the U.S. with over 240 franchised businesses operating across the country—on Access Hollywood Live. The dedicated segment featured company spokesperson Leeza Gibbons talking with host Kit Hoover about her personal experiences caring for aging loved ones, specifically the care her father receives from Senior Helpers, and her passion for helping others navigate this situation. Access Hollywood Live reaches 300,000 viewers and it has a social reach of 2.4 million. The segment also appeared on AccessHollywood.com, which has a viewership of more than 1 million.
FORMULATIN Promotes Andy Checo to Senior Director
Andy Checo has been promoted to senior director in Havas FORMULATIN, Havas Formula’s Hispanic PR arm located in New York. Since joining the team in 2015, Checo has been instrumental in leading integrated programs for clients such as Wonderful Pistachios, TurboTax, and Nestlé. With 15 years of experience in Hispanic marketing, he has served as a strategic counselor to clients and has leveraged key relationships with media and influencers such as Marines Duarte and Laura Posada to help drive client programs. Additionally, his involvement as a national board member of the Hispanic Public Relations Association (HPRA) has helped Havas FORMULATIN further its participation in industry events. In his new role, Checo will take on greater strategic planning and business development responsibilities while overseeing program execution and managing a team of bilingual and bicultural practitioners.
Jamie Greenberg Hired as Havas Formula’s Senior Art Director
Havas Formula is thrilled to announce that Jamie Greenberg has joined the LA-based Social Media team as senior art director. As such, she will serve as creative lead on clients including Panda Express and Verlasso. Greenberg’s decade-plus career in branding and design has spanned a diverse cross-section of clients in the food, QSR, CPG, spirits, and healthcare industries. As a freelance senior art director for Siltanen & Partners Advertising and KERN (Omnicom), she worked on digital, print and social media campaigns for Coldwell Banker and American Express. As in-house associate creative director at BIG Imagination Group, she spearheaded campaigns for clients including Shakey’s Pizza, Gardein, Malibu Family Wines, Urban Epicuria, Belzberg Architects Group, and more. Greenberg holds a B.A. in visual arts from the University of Southern California.