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Straight Fyre; Fiji Sued; Super Bowl Eclipse; Branding the World Record Egg |
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PHOTO: SHUTTERSTOCK
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There aren’t many winners in the Fyre Festival mess: You’ve got Netflix and Hulu for their popular documentaries, plus the agencies that promoted the festival and produced the Netflix doc. Now add Shutterstock to the list.
The doomed festival attracted its victims largely through a single promo video that organizers shot on a private island in the Bahamas. It featured models including Bella Hadid, Emily Ratajkowski and Hailey Baldwin yachting, riding jetskis and feeding a pig. Shutterstock decided to make “the same thing much cheaper and from our desks,” CMO Lou Weiss said. The result is a decent sales pitch of its own.
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Jamie Lee Curtis at the Golden Globes with Kelleth Cuthberg in the background. MATT SAYLES/INVISION FOR FIJI WATER/AP IMAGES
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Kelleth Cuthbert, dubbed the “Fiji Water Girl” when she turned up with a tray of Fiji water in celebrity photos at the Golden Globes, is suing the marketer. Her lawsuit alleges that Fiji created cardboard cutouts of her without authorization, Deadline reports, contacting her agent only after one was already on display in a West Hollywood store.
“After the Golden Globes social media moment, we negotiated a generous agreement with Ms. Cuthbert that she blatantly violated,” Fiji said in a statement. “We are confident that we will prevail in court.”
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PHOTO: BUMBLE
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Early Super Bowl ads continue to flood out on. Brands’ latest batch of high-stakes creative includes:
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RONALD MARTINEZ/GETTY IMAGES
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Super Bowl hype should be blinding by now, but the NBA nearly blacked it out when the Knicks traded their star, Kristaps Porzingis, to make room for a run at signing a couple of superstars after this season. NBA Twitter basically took over all of Twitter: For a stretch, the NBA owned each of the top 10 trending topics in the U.S.
The good news for the NFL is that over 100 million people will still watch the Super Bowl on Sunday, but the Knicks may finally have a marketing problem once their plan backfires this summer. (Though probably not.) Signed, a Knicks fan.
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“Being the first brand to crack out of the egg is worth at least $10 million.”
| — Nik Sharma, head of direct-to-consumer at VaynerMedia, to The Atlantic on the world-record Instagram egg, which has been posting pictures with growing cracks |
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Patrón and Grey Goose CMO Lee Applbaum plans a brand “reset” for Grey Goose in April to create an emotional connection with consumers. [The Spirits Business]
Hulu will start displaying static ads when viewers press pause, starting with units for Coca-Cola and Charmin, as it strives to get half its ad revenue from “non-disruptive” formats. [Digiday]
Burger King restaurants in Sweden are selling sandwiches with names like “The Like a Big Mac, but Actually Big” following McDonald’s loss of the Big Mac trademark in the EU. [Adweek]
H&M hired Cambridge Analytica whistleblower Christopher Wylie as research director. [The Guardian]
Pernod Ricard has begun a corporate marketing campaign encouraging people to put down their smartphones. [Marketing Week]
A selective Manhattan gym with an infrared sauna and cryotherapy chambers is “brimming with influencers.” [The New York Times]
Stephen Colbert created “The Most Emotionally Manipulative Super Bowl Ad Ever.” [The Late Show With Stephen Colbert on YouTube]
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We bring you the most important (and intriguing) marketing news every day. Write me at nat.ives@wsj.com any time with feedback on the newsletter or comments on specific items. We want to hear from you.
And follow the CMO Today team on Twitter: @wsjCMO, @natives, @larakiara, @alexbruell.
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