Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In The News:

Nike ramps up innovation to combat sales slip in ‘transition year’

Link: https://www.marketingweek.com/nike-accelerate-innovation/

Ritson on Creativity - WARC Podcast

https://podcasts.apple.com/us/podcast/mark-ritson-on-creativity-brand-and-the-need-for/id1563243327?i=1000660441127

The Boston Marathon Got a New Logo and Runners are Not Happy

https://www.fastcompany.com/91148937/the-boston-marathon-got-a-new-logo-and-runners-are-not-happy

Get ready for the Echo-Verse: New Rules of Cross-Channel Marketing

https://hbr.org/2024/06/the-new-rules-of-marketing-across-channels

Marketing Moment

The Field Trip to Mars - 2018

Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O

Lockheed Martin, a Global Security and Aerospace company wanted to Inspire interest in Mars exploration and STEM education.

The Brief:

Space was/is experiencing a cultural Renaissance to rival the excitement of the Space Race. SpaceX, Virgin Galactic and Mars One, and movies recaptured the general public’s imagination with space. It is estimated that humans will set foot on Mars within two decades, making STEM education more important than ever. So they set out to inspire the next generation of deep space explorers, creating a VR experience that shows them what it’s like to visit Mars

Solution & Cultural Context:

• They rendered 200 sq. mi of Mars’ surface based on real Mars geography and mapped it to D.C streets.

• Then we bought a school bus.

• The bus was gutted and equipped with custom electric glass that switched from transparent to opaque, plus 4K transparent LCDs, while preserving its school bus appearance.

• Integrating our Mars landscape, custom screens, GPS, accelerometer, magnetometer and laser velocimeter, the bus became a VR headset. When it moved, Mars moved and when it turned, it turned on Mars.

Impact:

• Generated extensive social media buzz and media (NBC, ABC, and Fox, Engadget, Futurism and Digital Trends) coverage.

• Trended on Facebook globally for over 24 hours.

• Featured in major news outlets and tech sites.

• In a week after it’s debut, Lockheed Martin saw a 3000% increase in Mars-related conversations post-launch, 260% more than spaceX.

• Videos of the experience garnered over 6 million views.

References:

https://www.unrealengine.com/en-US/spotlights/out-of-this-world-an-inside-look-at-the-making-of-field-trip-to-mars

https://www.dandad.org/awards/professional/2017/direct/26343/the-field-trip-to-mars/

Audience Q&A (2-3 minutes):

Jon Lorenzini post - Do you know marginal ROAS is better than incremental or regular ROAS?

https://www.linkedin.com/posts/jonathanlorenzini_marketingscience-marketinganalytics-marketing-activity-7209922721428729858-wi0B