Yes, 2015 is indeed here and we are all up and running as marketers. And the first quarter has been hectic, going from the first ever College Football playoffs, to CES, to the Super Bowl. I believe that the College football playoffs were long overdue. But it has been interesting to see the impact of the “New Year’s Six” on the incumbent BCS Bowl title sponsors. What is the role of the 75-odd bowl games moving forward? Three of the four sponsors walked away from renewing their contracts. We were one of them, as the title sponsor for the Tostitos Fiesta Bowl. We have had a great relationship with the Fiesta Bowl committee for 19 years, so it was a tough decision all around. For us, it was about consolidating our brands around Pepsico’s #1 sports investment, the NFL.
I did not make it to CES this year. But a couple of things struck me watching the coverage from CES. It is no longer just geek heaven (former engineer and proud card-carrying member of Geekology, here). Marketers are keen to the fact that CES is where today's consumers come to find inspiration, experience innovation, and witness invention. It has essentially become the world’s fair for a marketing technologist. CES is where you start getting an inkling of what the public will want in the next couple of years and the impact that it will have on our brands.
Mobile dominated this year's coverage. Safe to say game, set, match to mobile. Mobile is now our first screen -- it has finally arrived! Hardware is getting even cheaper and more capable. We are in the 3rd wave of the S curve. Devices are merging. TV/Phone/Camera/Watch/Tablet/PC....what is what? No doubt this is going to accelerate creativity and innovation. 3D is going through a 2nd generation update, both in 3D graphics and 3D printing. Tech was always cool, but thanks to Apple’s rebirth it has now crossed over to “chic."
The amount of high-end wearable devices that debuted at CES was astonishing. I remember reading that the Swiss watch makers were not feeling threatened. Interesting... if I were in their boots, I would be shaking. I am going to go out on a limb and predict that the Millennial and Gen Z generations will pick smart devices over the designer watch that “only” tells time.
Thanks to my daughter, I am getting familiar with Snapchat. And I have to tell you I am getting more and more intrigued with the brand storytelling possibilities that this platform represents. The “Stories” product is brilliant and its usage during the Detroit Auto Show was a breakthrough.
These are quick missives for now from the field, as my team prepares for Frito-Lay's Super Bowl marketing activities. Gathering more thoughts from my "game within the game" perspective for my next post on the road to #SB49.