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HBO Max Unveils a Condensed Marketing Push Ahead of Its May 27 Debut
On Tuesday, WarnerMedia revealed that HBO Max will debut on May 27. Given the intense ongoing streaming wars—Netflix scored the latest salvo with 15.7 million new subscribers—the company planned to roll out a massive three-month marketing blitz to win binge-watchers over. Those plans were quickly foiled, and like so many marketers who had to revamp campaigns on the fly, the company quickly adapted its marketing ahead of HBO Max’s debut. Here’s a few ways it adjusted:
- The company had to retest all of its marketing to determine what was still OK to run.
- It condensed a three-month campaign into a month.
- It shifted its focus on which shows to promote because of production issues.
Related: Buyers Expect Staggered Upfronts Marketplace as TV Ad Forecast Remains Murky
With no clear picture of when the economy may be able to bounce back or when it will be safe for Americans to stop sheltering in place, advertisers are not in a position to talk about upfronts. While some are advocating for a switch to a calendar-year upfront, buyers said a staggered approach is more likely, depending on when a particular company is ready to go to market. One big question mark? Whether live sports will be back this year, especially in Q4.
Also in TV and streaming news:
- YouTube Shakes Up Originals Slate With Remotely Filmed DIY Series During Lockdown
- AT&T Sets Sights on Streaming, Connectivity After Bleak Quarter Due to Covid-19
- There’s a New Player in the ‘Streaming’ Wars: Yeti
7 Brands Offering Free Creative Tools During the Pandemic
Brands are offering new and extended free trials of their creative software, free online classes and projects for people to express themselves creatively or simply pass the time. Brands such as Apple, Slack, Adobe and Skillshare are offering free access to their programs during quarantine.
5 Quack Covid-19 ‘Cures’ That Have Been Busted by the Feds
While research teams around the world race to develop a vaccine, the internet has been awash in scores of products that, their promoters claim, can prevent people from contracting the virus or cure them if they think they have it. These products come despite public health authorities, including the CDC, having stated that there are no drugs or therapies that will cure Covid-19.
How Brands Commemorated Earth Day 2020
Festivities for Mother Nature’s birthday looked a bit different from other years, moving online in many cases. But brands committed to sustainability or with long-standing green histories are still getting in on the digital action. We rounded up a few of the most ingenious and notable Earth Day commemorations from brands including campaigns by Hyundai, Snapchat SodaStream and more.
Industry Leaders Weighed in on Sustainability for Earth Day
“Working for our future is the job of every single person. It means the survival of our planet, and it requires marketers to not stand idly by and peddle products that have no substantive benefit for our planet.” — Ben Lamm, co-founder and chairman of Hypergiant
“Connect the work of climate science and scientists to your messages as a strategic communicator. The best way to honor the planet is to understand the science that governs it.” — Deb Morrison, distinguished professor of advertising and director of the advertising program at the University of Oregon
“This is an opportunity to set the narrative about your business. Talk about your tangible future commitments, tell a story about what you are already doing to help the environment and explore the ways the environment connects to your brand.” — Rigel Cable, associate director of data analytics and search engine optimization at Astound Commerce
Burger King Will Give You a Free Whopper If You Catch Its Moving QR Code on TV
Burger King certainly has no shortage of ideas right now, from the “Stay Home of the Whopper Campaign” to making students answer questions for free Whoppers, as well as these censored Whoppers. Fernando Machado is certainly staying busy. The latest stunt is a QR code, you know the ones marketers thought were the next best thing until no one knew how to use them. Now, they’re super easy to use (marketers were clearly a half decade too early on these things). In a series of TV spots, if you can capture one of these QR codes as they air, you could win one of 10,000 free Whoppers.
More of Today’s Top News and Highlights
- Sycamore Seeks to Terminate Deal to Acquire Majority Stake in Victoria’s Secret
- Despite Q1 Growth, IPG CEO Predicts Q2 Will ‘Not Be Pretty’
- Media Organizations Are Developing Products Faster Than Ever During Pandemic
- Dentsu Aegis Network’s Merkle Names New Global CEO
- My/Mo Mochi Ice Cream CMO Talks Innovations, Influencers and ‘Instagrammable’ Moments
- Adweek Together: With Mindfulness Expert Jay Shetty
- Investors Are Looking for Ad Tech That Will Outlast the Pandemic
- Deadspin Editor in Chief Jim Rich Promoted to Lead G/O Media’s Editorial Team
Ad of the Day:
This German Ad Is One of the First Truly Funny Marketing Moments of the Covid-19 Era
As shoppers around the world experience the strange sensation of waiting patiently for a chance to shop for essentials, German pharmacy chain Rossmann created a fun, fantastic way of looking at it.
More of the Latest
- Sleep Deprivation Is Quietly Draining Revenues From Brands in the Covid-19 Era
- Lowe’s Reminds Us Why Homes Are Important, Even When We’re Sick of Ours
- With a Hopeful Spot, American Becomes the First Airline to Release an Ad After Bailout
- Pebbles Turns the Cereal Box Into a Web Series With the Help of Online Creators
- UK Charity Wants You to Call Out Brand Pollution on Social Media This Earth Day
- Diversity Campaign Tackles Social Issues in Tech With Documentary-Style IGTV Shorts