Morning Brew - ☕ Suit up

Why the cast of “Suits” keeps showing up in ads.
March 19, 2024

Marketing Brew

Quad

It’s Tuesday. Wake up, babe, new reality show just dropped. MrBeast is working with Amazon Prime Video on a game show called Beast Games where contestants will compete for $5 million, “the biggest single prize in the history of television and streaming,” according to Prime Video.

In today’s edition:

—Jasmine Sheena, Joshua Needelman

STREAMING

‘Suits’ and ties

'Suits' stars Gabriel Macht and Patrick J. Adams appear in an ad for T-Mobile Screenshot via @T-Mobile/YouTube

“Second time’s the charm” seems like an appropriate phrase to apply to the TV show Suits.

While the show enjoyed a loyal fanbase for the nine seasons it aired up to its 2019 series finale, the show saw a massive surge in popularity and viewership when it was added to Netflix last summer. In January, Nielsen found that US viewers streamed the series for 57.7 billion total minutes in 2023, more than any other show ever (including previous record-holder The Office).

While Netflix has benefited from the show’s current surge in popularity, some other brands are seeking to get in on it as well. The most recent example is T-Mobile, which, after tapping two of the show’s main actors, Gabriel Macht and Patrick J. Adams, to appear in its Super Bowl ad, now has the pair promoting its Magenta Status perks program.

  • The second spot, which rolled out on February 28, shows the pair in various scenarios in which Adams receives discounts on items like movie tickets and a hotel stay because he is a Magenta Status member.

The pair worked well as foils in the spot, Peter DeLuca, T-Mobile’s chief creative officer, told Marketing Brew.

Suits has been introduced to a whole new audience of individuals,” he said. “[Macht and Adams] have this chemistry which is really unique…that we played off of in this second execution.”

Continue reading here.—JS

     

PRESENTED BY QUAD

You deserve this

Quad

Just checked something off your to-do list? Reward your hard work with a little treat.

Treat culture feels like it’s everywhere these days—and for good reason. It’s enticing, motivational, and plain ol’ fun. Make the most of the #LittleTreat trend with Quad.

Their new playbook is called How CPG Brands Can Turn Everyday Products Into Little Luxuries. Grab your copy for insights and guidance on how your brand can leverage treat culture for brand success, such as:

  • how consumers define “treats” and what they’re willing to pay
  • how product packaging, design, and placement drive sales
  • marketing messaging and imagery that nails the full experience

Become the next go-to for reward-minded consumers everywhere.

Give ’em a little treat.

SPORTS MARKETING

Prime time

Logan Paul competes in a WWE match. Alex Bierens De Haan/Getty Images

The skit began like so many others in WWE history: a wrestler standing in the ring, boasting to the audience about their accomplishments. But this was no ordinary skit, and the man holding the microphone was no ordinary wrestler.

Instead, Logan Paul, the social media personality turned professional wrestler, was there to make a big announcement: Prime, his sports and energy drink brand, had reached a sponsorship agreement with the WWE. During a segment on WWE’s Smackdown, which airs Friday evenings on Fox, Paul called for a drum roll. A sheet was pulled—presumably by an off-camera WWE staffer—revealing the logo in the middle of the ring.

Going forward, Prime’s logo will be plastered in the middle of the ring during WWE’s Premium Live Events, which are streamed live on Peacock.

The deal, which represents WWE’s largest-ever sponsorship agreement, is a major step for the global entertainment juggernaut, which is part of TKO Holdings along with the UFC.

  • Paul, who has in recent years refashioned himself into a professional wrestler, counts 18.2 million followers on TikTok, and 23.5 million subscribers on YouTube.

Continue reading here.—JN

     

COWORKING

Coworking with Leslie Lee

Leslie Lee Leslie Lee

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Leslie Lee is global head of marketing at Deel, a payroll and compliance provider. Prior to that she was VP, brand and customer engagement at Atlassian.

What’s your favorite ad campaign? I’m a big admirer of Nike’s “Just Do It” campaign. It’s iconic for its motivational messaging, and it continues to evolve and be relevant with each new generation. The ads go beyond promoting a product; they touch people on a deeper level, creating an emotional resonance with the brand. You know you’ve succeeded in an ad campaign when you can do that.

One thing we can’t guess from your LinkedIn profile: I’m a mom of two teenage girls—yikes!

What marketing trend are you most optimistic about? Least? Authenticity in marketing is not necessarily a new trend, but it’s an evolving one that continually looks different. This trend is about brands connecting with audiences in genuine and transparent ways, emphasizing real stories and experiences. I’m a big fan of communities and user-generated content to enhance brand credibility and enable customers to become your best brand advocates.

As a mom of teenage girls, my least favorite trend is the rise of disingenuous influencer marketing. Have you been into beauty stores lately and seen them overrun by preteens buying retinols and niacinamide? That’s thanks to influencer marketing gone bad! It’s crucial for brands to carefully choose influencers aligned with their values to maintain their credibility.

What’s one marketing-related podcast/social account/series you’d recommend? While it’s not marketing-specific, I love How I Built This, hosted by Guy Raz. It features interviews with entrepreneurs and innovators, uncovering the stories behind the creation and growth of some of the world’s most successful companies. There are always great takeaways I can apply to my own job.

     

TOGETHER WITH WISTIA

Wistia

Zoom out and get the whole picture. Understanding what makes video production successful is huge for any biz. Wistia’s Head of Production lays out the entire video life cycle, from planning and pre-production to post-production and distribution. Connect effectively with your audience and achieve your strategy goals with this guide.

FRENCH PRESS

French press Morning Brew

There are a lot of bad marketing tips out there. These aren’t those.

Career change: Why design positions are the ad industry’s hot hires of the moment.

Sharing is caring: How small businesses can up their customer service game on Instagram.

It’s coming: Upfronts season, that is. Nielsen broke down some trends and takeaways as planning kicks into high gear.

Treat ’em: Get Quad’s playbook on how your brand can use treat culture to boost spending and social posting. Learn how consumers define “treats” + what they’re willing to pay in this new playbook.*

*A message from our sponsor.

JOINING FORCES

two hands shaking Francis Scialabba

Mergers and acquisitions, company partnerships, and more.

  • NBCUniversal and AMC will broadcast some Paris Olympics coverage in theaters.
  • Two Circles, a sports marketing agency, acquired creative production agency Let It Fly Media.
  • The Big East Men’s Basketball Tournament re-upped its partnership with Madison Square Garden through 2032.

SOCIAL MEDIA

Navigate the changing social media landscape

The New Era of Social Media in 5 Charts. Download Now. EMARKETER

How does each generation use social media? Where are the most ad dollars being spent? And what’s next for influencer marketing? Access EMARKETER’s charts outlining the new era of social media and level up your marketing strategy in 2024. Download your copy today.

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