Apple showcases emotional use of music in advertising this Christmas

This year’s Christmas commercial by Apple features Grammy superstar Stevie Wonder and American Jazz singer Andra Day. The ad has made its debut on YouTube.

With Stevie Wonder singing a classic song from 1967 “Someday at Christmas”, the revamped version includes a refreshing Jazz twist by Andra Day.

The ad opens with Stevie Wonder at home, setting up the Garage Band recording program on his Macbook with the help of Voice Over, an accessibility tool for the blind. This app is a screen reader which allows the user to access their Macintosh or iOS device based on spoken descriptions. In this sense, Apple’s efforts when it comes to accessibility of their products has the company undeniably emerging over many of its competitors who are sadly lagging behind.

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Fiat's marketing strategy includes music sponsorship at the AMA's

Fiat Chrysler American Music Awards

Fiat Chrysler Automobiles has done it again! Not only is the company the official sponsor of the American Music Awards telecast, but it has also figured out a very cool way to incorporate music to differentiate itself from the rest of the automobile trade. The advertising approach is unique and speaks to its targeted consumer on an authentic level . By collaborating with Universal, Sony and Warner record labels, Fiat used music as its advertising hook and as a result, the brand was exposed to a younger mass audience of music fans.

Fiat’s CMO Olivier Francois’ love for music is the reason that this automobile company has been leveraging music in its marketing strategy for the last five years. Fiat is leveraging the #PowerOfMusic to differentiate and give their brand a personality to appeal to a younger audience.

“Music and the AMAs are part of this moment where you can build or add some relevance to our message, because there’s nothing less ‘relevant’ than a car commercial—for that, our whole marketing investment will be relatively inefficient,” Fiat Chrysler CMO Olivier Francois said. “We want to add relevance, connected tissue—glue that will do something for you, so that even if you’re not in the car market today, you’ll watch the commercial.”

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Smirnoff Vodka uses music to bring people together & create a lifestyle for its brand

Smirnoff, has been leveraging music in marketing for decades by producing iconic marketing campaigns and successfully moulding a culture and a lifestyle for their brand. The British multinational company started the “Smirnoff Sound Collective” in 2014, which is aimed at  breaking down the barriers between artists & fans. Earlier this year, Smirnoff announced a multi-year partnership with Live Nation to become the official sponsors in 26 music festivals around the world, such as Tomorrowland. Innovation forms a crucial part of this  company’s growth strategy, always pushing the envelope when it comes to advertising campaigns and engaging with their consumer.

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Hotels use music to drive loyalty for a younger hipper crowd

There appears to be a growing trend of hotel chains teaming up with music artists to attract a younger, hipper millennial crowd offering memorable consumer experiences.

In June of this year, Marriott International who represent 19 hotel brands such as Renaissance Hotels, have partnered up with Universal Music Group for a year-long global partnership. The collaboration which will see musicians such as A-Trak, AWOLNATION and The Lone Bellow perform single VIP concerts to competition winners and loyalty card holders.

Marriott is not the only hotel who is partnering with record labels and musicians. Earlier this year, Hilton Worldwide inked a similar deal for five years with Live Nation, making it the hotel's official partner. The campaign is called "Hilton@Play" and will stage a concert series with pop artists, such as Nick Jonas and Paramore.

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British department store John Lewis' ad creates emotive storytelling through music

John Lewis, the upmarket chain of department stores throughout Great Britain, has been releasing Christmas cheer via beautiful storytelling since 2007. For two consecutive Christmas seasons, John Lewis created ads that were tugging people’s heartstrings, “Monty the Penguin” and “The Bear and the Hare”. This year's ad is no exception in eliciting emotions and evoking childhood memories during Christmas time. They are experts at emotional storytelling by using a combination of brand values, strong narrative and of course, the right music.

The latest campaign, entitled "Man on the Moon", takes a distinctly charitable theme this year with the department store collaborating with Age UK to fundraise and launch an educational programme to tie in with the ad, which carries the tagline “Show Someone They're Loved This Christmas”

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American Honda & Woven Digital partner up to connect millennials via rich storytelling

American Honda has partnered up with Woven Digital to announce a new original series, “Uncharted: The Power of Dreams,” which aims to connect with millennials via rich story telling. They are essentially introducing audiences to the lives and talents of emerging millennial musicians and in turn, Honda is hoping that by collaborating with the hip brand Woven Digital, they will drive younger audiences to their 'Honda Stage' which was established last year in June.

The web series which will debut on Woven’s Uproxx social news site and its associated digital channels, features a new artists every episode. The first episode, which premiered last month, featured Los Angeles based hip hop artists A-F-R-O.

Honda music stage and “Uncharted” are part of an ongoing effort by American Honda to engage millennial consumers through music, pop culture and digital entertainment content.

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Food and music pair up to offer consumers a unique dining experience

How about a little music on the side with your eggplant parmesan? Sounds pretty cool right? For a limited time only, subscribers to the meal-delivery startup Munchery, could order a dinner and a custom-made soundtrack by Google Play Music. This cool marketing collaboration between Google Play Music and Munchery is a good example of how a brand uses the #PowerOfMusic to create a unique customer experience. The meal-delivery service’s chefs have created custom dinners based on Google Play Music’s radio stations. And it doesn't stop there. Playlists were also tailored around consumers moods, times of day, and activities.

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HP launches streaming service to engage millennials into buying laptops

Hewlett-Packard is launching HP Lounge, a music streaming service which will be available for free to consumers who purchase a brand new HP Computer. In a marketing move to make HP computers more attractive to a younger demographic with the inclusion of everyone's favourite pastime, music.

HP has partnered up with Universal Music Group to offer all brand new consumers one year of free music to people located in Europe, Africa and the Middle East.

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Sprite continue to use hip-hop’s culture and values as part of their DNA

The Coca-Cola Company – owned Sprite announced a new marketing campaign called “Obey Your Verse“. Cans of the lemon and lime flavoured soft drink has featured rap lyrics by DrakeNasRakim and Notorious B.I.G. This new campaign is a throwback to a successful 1994 campaign Sprite had launched called “Obey Your Thirst” which featured the following artists A Tribe Called QuestKRS-OneC.L. SmoothMissy ElliottCommon,Fat Joe and more.

“Sprite recognized and respected the power of hip-hop early, and it became a part of the brand’s essence decades ago,” said Kimberly Paige, Vice President, Sprite Brands and Flavours, Coca-Cola North America. “By honouring and recognising great lyricism from some of the genre’s biggest icons on our product packaging, we’re demonstrating how Sprite continues to support hip-hop artists that remain true to themselves.”

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Coke's innovative "drinkable ad's" flow from TV to Mobile with Shazam

May 2015, Coke Zero launched a completely interactive campaign as part of it's sponsorship at the NCAA Mens Final Four competition. The idea was to use cool, new technology as a means of inducing consumers to try Coke Zero. In conjunction with their "drinkable billboard" the marketing strategy for Coke requires consumer interaction and offers of coupons, which is key in getting the consumer interested and engaged in the advertisement.

“By partnering with Shazam, that most millennial's are familiar with and have installed on their phones, we are able to use their sound recognition as a way to communicate how delicious a Coke Zero is and seamlessly deliver a coupon to try one.” said Danielle Henry, group director of integrated content marketing at Coca-Cola North America.

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