Pop Culture Platforms Boost Brands


Every year brands use the Super bowl to launch their products to the top.

Budweiser has captured America’s heart with a small yellow puppy, Oreo used the ‘Dunk in the Dark’ tweet after a super bowl blackout in 2013 and this year Red Lobster responded to Beyoncé’s new song, “Formation”.

In this racy song, top artist Beyoncé, says in the first verse, “When he F*%$ me good I take his a$$ to Red Lobster because I slay.”

When brands receive unexpected attention during these events, it is in their best interest to play on that attention in a clever way.

When the lights suddenly went out in the 2013 Super Bowl against the San Francisco 49ers and the Baltimore Ravens, they responded on Twitter with, ‘Power out? No problem! You can still dunk in the dark.’ This tweet gained so much attention that it was retweeted over 10,000 times in the first hour. It received more comments, attention and views than their commercial.

When these opportunities arise, creatives have minutes to put together graphics and any other details they would need in order to keep relevance and respond in a positive way.

When Red Lobster was given this opportunity they responded with a graphic of their cheddar biscuits and the tweet, “’Cheddar’ Bey Biscuits” has a nice ring to it, don’t you think? #Formation,” and tagged Beyoncé.

The tweet received thousands of retweets. However, it also received thousands of negative reactions.

Many believed that Red Lobster should have capitalized more on this moment and been more creative.

Therefore, they sent out another tweet that said, ‘You definitely slay, @Beyoncé. Thanks for one heck of a weekend.” They also attached a photo of her halftime performance.

All Red Lobster sales have increased by 33% in result of the new release of “Formation”, and seem to be gaining a lot of notice due to the mega-attention Beyoncé is gaining from her black panther performance.

Thankfully Red Lobster was able to bounce back from their weak tweet and gain a more positive response.




Makayla Hooker, Marketing major PR minor attends Abilene Christian University

I have had two internships, one with indirect marketing and one with direct marketing. The first one I did business to business sales for a sports and entertainment marketing company that worked for Texas Rangers, Dallas Mavericks, and other Dallas sport teams. I then went on to work for Diversity in Promotions, which is a smaller marketing firm that helps minority companies grow and gain capital. Upon graduation I wish to pursue a career on the Events side of Sports & Entertainment Marketing. Some of my personal strengths include: excel, working with others, and videography.

Work Samples

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Social Media





Madison Goldston ID Profile


I am Madison Goldston, and I attend Abilene Christian University as a sophomore. I am an Advertising/ Public Relations major, with a minor in Marketing. I am currently an assistant at the student run Ad/PR agency Morris and Mitchell. Last summer, I worked at Indeco Sales, a company that sells school furniture. I was in charge of ordering catalogs, updating the company’s social media, and creating a new catalog for the company. When I graduate, I intend to pursue a career in advertising as a copy writer. I am a skilled, creative writer and am confident in combining creativity through various mediums and ways to connect with customers and audiences.

Social Media:

LinkedIn for Madison Goldston

Twitter for Madison Goldston

Work Samples: Print Campaign for Marketing class. Product was a Ferrari SUV. Facebook post for Indeco Sales.

Social Media Buzzing with Publicity

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Social network ad spending is expected to hit $23.68 billion worldwide this year. This is a 33.5% increase from last year. By 2017, social media advertising will reach $35.98 billion. This is 16.0% of all digital ads spending globally.

Paid Advertising on Free Apps

Advertisers should be allowed to tell us paid advertising on social media is marketing because Internet ads have surpassed newspaper advertising, among with many other. Most ads are coming from mobile apps such as Twitter, or Facebook. Facebook generated 66% while Twitter on the other hand produced 85% of its’s sales from mobile advertising in the same quarter, equaling $320 million.

This proves that promoting via social media is a real trend worldwide. It leads sales and marketing subdivisions. There is a constant increase in social advertising, and the amount spent in the marketing departments has shown that. Why not take advantage?

Growing Your Business

Hootsuite’s CEO Ryan Holmes put together six ways to use social media ads to grow your business. The tips consisted of:

  1. Use free social media to beta-test your paid social ads
  2. Take advantage of targeting features
  3. Rotate ads frequently
  4. Use small samples to A/B test your social ads
  5. Understand how ads are sold
  6. Design your ads with smartphones in mind

So not only do the free apps gain money by companies investing ads or sponsorship, but it also benefits the companies business as well. It’s a mutual relationship because companies are aimed at the target audience, while the free app is gaining profit.

Benefits within the Hash Tag trend

Hashtags have completely taken over this century’s social media as a tool that can be used in many different ways: weddings, political movements, searching interests and advertising.

The main point of hash-tagging a word is to emphasize the point, and make it easy for readers to search others that have posted on that subject. It has been a must have recently for any big-time social event to have a hashtag that people can either follow to see live tweets if they weren’t present or to later view pictures from that event. There is a website dedicated to create the best hash tag for your wedding, another huge hashtag trend.

Companies are benefiting  from this new trend because it is easier to track their customers and reach their target market. Campaigns for new products with hashtags and prompting costumers to use them on social media for prizes, as simple as a re-tweet or re-posting of their picture are also a way companies can connect with costumers through hashtags.

Just this past week Burger King took over social media with the #HalloweenBurger  they made their burger buns black for the month of October for Halloween. This is an example of promoting a fun and different product and how hash tags were used to see who was trying it and what the final opinions were.

Organizing social media posts are made easier with the use of hashtags. In the article called #hashtags rule on social media by Fiona Powell it describes hash tags as “how we organize and categorize on social media and how we search and discover things of interest…searching a hashtag allows us to drill down into a specific niche subjects, categories and keywords.”

Knowing how to use hashtags can greatly benefit us in the ad/PR world through promoting products and seeing peoples feedback toward products.

Nike Sells Confidence and Strength—And Also Shoes

Nike Ad Campaigns

Nike doesn’t just sell shoes. Nike sells courage and success. Nike is known for producing campaigns that empower viewers to strap on a pair of Nike sneaks, go outside, and take on the world.

The One that Started It All

In 1988, Nike launched the first Just Do It campaign, setting the stage for the company’s modern-day brand. The campaign features 70-year-old Walt Stack running a stretch of his daily 17-mile run in a pair of white Nike Airs. From this commercial onward, Nike’s ad campaigns have held a similar strain of confidence and inspiration first reflected in Walt Stack’s rhythmic steps.

Taking a Stand

A few years later in 1995, Nike took a stand against gender inequality in school sports with its If You Let Me Play Sports campaign. Nike’s campaign urges viewers to support the Title IX legislation enforcing gender equality in federally funded educational programs using its signature tone of courage and determination. Nike’s campaign was paramount in stimulating active support for the Title IX legislation and shifting national opinion about female participation in sports programs.

Empowering Everyone

In 2012, Nike launched the Find Your Greatness campaign to coincide with the London Winter Olympics. Arguably, the most famous ad in the campaign was a TV spot featuring an overweight middle-schooler, slowly running uphill to the calm voice of a narrator. In contrast with the super-athletes competing in the Olympics, “Find Your Greatness” emphasizes the common greatness lying dormant within everyone, if only he or she works for it.

Nike’s Latest

Nike’s latest campaign entitled “Better for It”, smartly speaks to the oft diminished psyche of girls and women. In a series of print ads, TV spots, and long form videos, the campaign gives funny-but-true insights into the thoughts women have while working out. Nike’s witty portrayal of women at the gym validates women’s apprehensions about exercise while still encouraging them to keep working towards their goals.

From 1988 to 2015, Nike has been enabling everyone—old and young, boys and girls—to find success within themselves, and of course with a pair of Nikes on their feet.

American race relations

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In a poll run by NBC News, over fifty percent of our nation believes that race relations in the US are currently bad, “…the most pessimistic assessment of racial issues in almost two decades. In the past twenty years, race relations have been a major topic of discussion in the United States.”

An issue that has been ever present in our country has bubbled to the surface yet again – but this time, stronger than ever. President Obama sites this negative growth in an NPR interview as instead a heightened awareness of the issue. As more and more people begin to discuss race relations, more begin to believe in its importance.

Perspectives of race relations

As we make strides towards realizing the importance of race relations, we must first understand is that each race views race relations differently. In a US News poll, blacks consistently felt different than whites regarding race relations. While whites appeared hopeful that race relations are improving, blacks perspective on race relations actually showed the opposite.

Attitudes by percentage

When discussing attitudes towards race relations, whites showed a percentage ranging from 6-34% percent higher than blacks. The biggest difference: job opportunities, the second, housing and the third, education.

Finding common ground

As our country makes moves towards better race relations, I believe we need to begin to understand the perspective of the other race. If we continue to have such different perspectives, we will only continually go in circles regarding the issue. We will not be able to reach common ground in regards to race relations if we cannot first begin to understand race relations in a like manner.

Understanding ‘the other’

As a person of both black and white races, I will be the first to say race relations ARE an issue. Not only is this something I see in my life on a macro scale, but also on a micro scale within my family. Neither side, black or white, understands the other. And it often seems that neither side wants to. If we can never reach a common ground on the belief that each and every person deserves equal treatment than race relations will continue to be a major issue.

What will you do to make race relations better?