XPost: alt.california, alt.society.liberalism, alt.transgendered
XPost: talk.politics.guns
From: bankrupt@captiv8t.com
"Text-Drivers R Killers" wrote in
news:so3gn9$ek1$58@news.dns-netz.com:
> The correct solution is to help bankrupt the ad company and put all of
> "its" employees on the street. Let's get it done.
An eight-year-old marketing firm out of San Francisco was responsible for
Bud Light’s partnership with Dylan Mulvaney – and the disastrous tie-up
sent the firm into “serious panic mode,” The Post has learned.
Captiv8, a San Mateo Calif.-based firm that pairs social-media influencers
with major consumer brands, is the outfit that introduced Anheuser-Busch
to the 26-year-old transgender actress — resulting in a viral TikTok video
that has since become a textbook case of marketing gone wrong, sources
close to the situation said.
Nationwide backlash over the video — which unleashed a firestorm when it
was posted April 1, showing Mulvaney holding a Bud Light can while taking
a bubble bath — sparked anxiety and confusion inside Captiv8’s offices
during the initial days of the controversy, according to a source with
knowledge of the situation.
“There was a lot of chatter” among employees about what blowback the firm
might face over the botched campaign, according to the source.
Krishna Subramanian is the co-founder and chief executive of influencer
firm, Capitv8.AWNewYork/Shutterstock
“Internally, the company was in serious panic mode,” the source added.
https://img-s-msn-
com.akamaized.net/tenant/amp/entityid/AA1c6DbU.img?w=389&h=260&m=6&x=232&y
=44&s=75&d=75
Bud Light risks losing No. 1 status in US as sales plunge 25.7% in latest
week
It couldn’t immediately be learned whether Captiv8 — which claims to have
a database of more than 1 million influencers on YouTube, TikTok,
Instagram and Twitter — was also responsible for the now-infamous Bud
Light beer can that bore Mulvaney’s image. It also wasn’t clear whether
Captiv8 played a direct role in producing Mulvaney’s TikTok video.
Captiv8 didn’t respond to repeated requests for comment.
Co-founded in 2015 by Krishna Subramanian — a Silicon Valley investor who
sold online ad network BlueLithium to Yahoo in 2007 for $300 million —
Captiv8 has worked with Walmart, American Express, Twitter and KraftHeinz,
according to its website.
Subramanian has made himself available for media interviews as an expert
on influencer marketing.
In February, he spoke to The Wall Street Journal about the importance of
viral videos around blockbuster ad events including the Super Bowl.
“The best way to think about TikTok is that it’s a vehicle that takes a
consumer to the checkout line,” Subramanian told the paper.
Captiv8 works with more than one million influencers and connects them
with companies like Anheuser-Busch.
A two-minute video on Captiv8’s website depicts a tour of a swanky office
where influencers like Zion Clark, an athlete who was born without legs,
is seen pumping iron and Olivia Sui, a Chinese-American actress, tells
viewers that there are over “30 million creators” on Captiv8’s marketplace
to “discover.”
But that’s just a “staged advertisement,” according to a source, who said
Capitv8’s real office is a small space in San Mateo that can accommodate
about a dozen staffers. Most of the company’s 100-odd employees work
remotely.
Captiv8 appears to have returned to “business as usual” following the
initial panic set off by the Mulvaney crisis, according to the source.
Bud Light parent Anheuser-Busch InBev, which also didn’t respond to
requests for comment, has been tight-lipped on the origins of the ill-
fated Mulvaney campaign. The company placed two executives — Alissa
Heinerscheid, the vice president of marketing, and her boss, Daniel Blake
— on leave in April.
A two minute promotional Captiv8 video depicts a fictional office space
where influencers film their social media posts.Captiv8
After the firestorm erupted, the Belgian-based conglomerate told
distributors that Mulvaney’s beer can was not produced by Anheuser-Busch
or in any of its facilities, and that it had fired the “third-party” ad
agency that was behind the Mulvaney video, several distributors told The
Post.
Anheuser-Busch cans ‘third-party ad agency’ tied to Dylan Mulvaney fiasco:
sources
“Ad agencies send out hundreds of influencer kits a year, some of which
have a customized can included. This was one of those situations,” a
distributor based in Texas told The Post in April, relating one of
Anheuser-Busch’s talking points.
In August, Anheuser-Busch retained Anomaly — a New York ad firm that has
produced Super Bowl ads — as the creative agency for the Bud Light brand.
A spokesperson for Anomaly said it “was not involved in any way with the
Dylan Mulvaney campaign for Bud Light.”
A day before the Mulvaney partnership was revealed, former Anheuser-Busch
executive Heinerscheid had said during a podcast the Bud Light brand had
become “fratty” and “out of touch.”
“I’m a businesswoman, I had a really clear job to do when I took over Bud
Light, and it was ‘This brand is in decline, it’s been in a decline for a
really long time, and if we do not attract young drinkers to come and
drink this brand, there will be no future for Bud Light,‘” Heinerscheid
said.
Most recently, Bud Light sales suffered their worst week ever, falling
25.7% during the week ended May 20 — endangering its status as the US’s
No. 1 beer brand. The plunge follows a 24.6% decline from the previous
week and the sixth straight week sales have been hit , according to Bump
Williams Consulting and Nielsen IQ data.
The precipitous drop has narrowed the gap in sales between Bud Light and
nearest rival Modelo Especial, which saw its sales surge 9.2% for the week
ending May 20, according to the data.
https://www.msn.com/en-us/money/companies/ad-agency-that-tapped-dylan-
mulvaney-for-bud-light-in-serious-panic-mode-source/ar-
AA1c6xWf?ocid=msedgntp&pc=U531&cvid=ae6aec297e6541ad8f6fdb11768918b4&ei=76
--- SoupGate-Win32 v1.05
* Origin: you cannot sedate... all the things you hate (1:229/2)
|
