Katy Perry 3D Film: Partnership with Pepsi

Katy Perry

Katy Perry secretly has succeeded in a way that not a lot of people in the industry thought she would. Winning artist of the year award, best female singer, album of the year, best newcomer, best international album of the year, and many other awards, she has become and icon rapidly. Throughout her journey, we’ve seen how she has progressively sold out arenas, millions of copies of her albums, and being the top digital songs artist named by Billboard.

The west coast American singer decided to release a documentary concert film based on her and telling the story of her career path from being a gospel singer to a pop singer and global sensation. Now, not only was this a bright idea from her marketing team to build credibility and a close connection from Katy to her fans from this film but it was a marvelous idea to team up with Pepsi to promote the film.

Pepsi decided to launch a global campaign “Live For Now” #Livefornow, established on the brand’s latest global positioning strategy. Pepsi wants to connect with their fans on many different levels. Not only satisfying their thirst but also inspiring them to live each second to the fullest globally, through pop culture platforms, including relationships with music and entertainment brand icons. PepsiCo would like to approach this campaign with music phenomenon’s to bring life through their new brand proposition.

#Livefornow

Once Katy, PepsiCo, and Paramount Pictures decided to be partners for the 3D film Part of Me, these partnerships include retail promotions, special edition Pepsi cans, epic live events for the fans, free tickets for the fans, co-branded television and radio spots, and digital advertising. All aspects of the campaign with Katy Perry’s film will feature Pepsi’s new global tagline “Live For Now”, also offering the fans a chance to win trips to attend the world premiere of the film in L.A., which includes a live performance of Katy Perry.

Simon Lowden, Chief Marketing Officer, PepsiCo Americas Beverages said, "Pepsi is a brand at the forefront of pop culture and this partnership with Katy's film will deliver fans an exclusive one-of-a-kind experience at one of the biggest movie events of the Summer, starring one of the one today's hottest musical artists. This is one major way Pepsi will invite and inspire our fans to Live for Now". This partnership was meant to be. PepsiCo needed an artist that fans couldn't get enough from for their campaign and Katy Perry needed a brand that would take their billion dollar name to endorse s documentary that will inspire many.

         

The budget for the movie was $2 million and it is expected to break even and make more. it was directed by the Magical Elves team of Jane Lipsitz and Dan Cutforth (Justin Beiber: Never Say Never) and produced by Katy Perry along with Martin Kirkup, Bradford Cobb, and Steven Jensen of Direct Management, and Academy Award winner Brian Grazer (8 Mile, Beautiful Mind) of Image Entertainment.

The fact that live streaming online is so popular right now, PepsiCo decided to live stream Katy Perry's film world premiere along with her live performance from Los Angeles via Twitter, which is also a brilliant marketing strategy.The movie will be release in the U.S. July 5th, 2012.

-Jess!

“Creating Memories, Building Characters.”

More to Dance Than Just Rhythm

I know this content doesn't relate to my blog's theme and topics however, dance is my passion and it’s very close to my heart so I make sure I educate myself on these topics as well.

Being the owner of a dance studio involves many responsibilities besides teaching and motivating your students to build their personalized styles. Before thinking about how to get the students, there has to be a plan. From liability protection for your students from injuries, ownership of choreographies and how will you choose the right employees for your students, where a safe and friendly environment is enforced should be on top of your list.

Dance

A dancer is constantly learning new movements and training skills that challenge their bodies. There can be a moment where a muscle is stretched the wrong way or they slip and the student gets injured in your classroom. If you’re not prepared with liability protection or accidental medical insurance consequences may arise. You should have complete coverage for medical expenses that will need to be covered when a students gets hurt at the studio or during performances that involves the students representing the studio. It may help prevent issues that can build up and turn into lawsuits.

Dance is an art that is influenced by creativity along with some structured moves. As the owner, when employing your instructors the topics of owning choreographies and infringing other choreographers pieces have to be discussed. The employees have to know that the owner of the studio is the one that actually owns their choreography and that there’s prevention from repeating their pieces. Usually the employer owns any work arranged by any employee in their occupation. There also has to be a level of professionalism where infringing choreography shouldn’t be an option. Dance studios want to be recognized for their uniqueness, creativity, credibility, and professionalism and ruining the studio’s reputation over infringement is not worth it. So, the owners have to make sure it’s in writing.

Our Zone

In the mist of searching for these instructors, we also have to be very careful on who we choose to teach these classes because they are the face of the studio as well. You wouldn’t want to have to face a case like Marco Alferez who was a dance teacher in a school in Texas who was sentenced to 50 years after being charged for child pornography involving his students. This is a situation where you wouldn’t want your studio’s name involved in along with your employees. Researching your future employee is a must and classroom supervision too.

From the desire of owning your own dance studio to executing the business plan, there are many circumstances that we have to be aware of. We wouldn’t want our hard work, dedication, passion, and work ethics be involved in situations that could’ve been prevented with enough research and preparation. A successful dance studio not only should support their passionate dancers but also we should always take care of the place where they can express their talent and be themselves. In the end that is their second home.

-Jess!

"Creating Memories, Building Characters."

What Is The Different Between International & Global Marketing?

Can online marketing be international marketing? Yes, it can be. The Internet can be considered as a cybermall, where businesses can grow internationally, since the consumers are always looking for ways to satisfy their needs comfortably and at their own time. For example, you have Continental Airlines who started in one country, the U.S. It has grown to be now an international company and this is through online marketing. If you think about it, it's so much faster to reserve flights online than calling. It has also provided business to business (B2B) opportunities to other companies. Such as Expedia, Hotwire, etc. 

Online marketing can be global marketing as well. Now what is the difference between global marketing and international marketing? International marketing is 2 or more countries and global marketing is the entire world.

To be or to have a successful marketing team, consumer orientation has to be a must! What do I mean about consumer orientation? To research and know how to satisfy your consumers needs and desires through the marketing concept. When you (your team) have consumer orientation, consumers tend to be more loyal to your brand, company, artist, band, product, etc. I think consumer orientation is most DEFINITELY A MUST when you’re trying to go internationally or globally with your brand/product. Why? Because of their different culture, values, beliefs, religion, politics, economy, and life styles. I mean we are one world but we are very different. You can’t use the marketing campaign that you used in the U.S. in a country like India or Japan or lets think even Cuba. 

When you have consumer orientation you can close your eyes, picture your consumer, what they look like, what they'd be wearing, gender, age.. You should want to understand and predict their behavior in the market you’re in. You should want to know who's going to be buying your product or brand. Your consumer orientation can also emphasize on how the individual makes their decision to spend and/or use everything that is provided for them. You should know what your consumer buys besides your product, why?, when?, how?, where?, their preferences?, how often?, likes?, and dislikes?. Your consumer is the reason why you even have a product, brand, artist, band, or business. If you launch a product/service with a marketing campaign blindfolded, you’re going to get a quiet feedback.

-Jess!


"Creating Memories, Building Characters".