Breaking the fourth wall

A year ago, I didn’t even know who Deadpool was. (And I’m not the only one.) That all changed when Ryan Reynolds tweeted a teaser photo in his Deadpool suit à la naked Burt Reynolds on a bearskin rug.

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By now you are familiar, if you weren’t already, with the Deadpool movie. If you have no idea what I’m talking about, you probably haven’t tuned into TV or social media over the past 6 months. Deadpool’s marketing team saturated every platform imaginable — social media, emojis, billboards, email newsletters, TV cameos, talk show appearances, click bait ads, Comic-Con, Pornhub, 3-hour long blocks of only Deadpool ads on five networks, timely holiday-related ads, and even Tinder. Yes, Deadpool had his own Tinder profile. Because who wouldn’t swipe right for Deadpool’s witty charm and muscly spandex suit? (The answer is no one.)

Deadpool’s marketing team pushed the envelope of traditional movie marketing, exploiting their protagonist’s vulgar, comedic demeanor to promote the film in unconventional ways. Unlike typical Marvel superhero movies, 20th Century Fox primarily used the irreverent, anti-hero Deadpool character to promote himself by breaking the fourth wall and speaking directly to viewers rather than utilizing typical superhero movie-based promotions. And Deadpool didn’t hold back.

It was a risky strategy, but the loud, in-your-face marketing tactics paid off. Deadpool raked in over $152 million in its opening weekend and broke numerous records, including biggest opening ever for an R-rated movie, despite being released in February, which is often considered a “dump month” for less successful movies.

So what can we learn from Deadpool’s marketing team? Stay true to your brand, or in Deadpool’s case, your main character. Be fresh. Nothing turns consumers off quite like overdone, unoriginal content. And above all — completely understand your brand and what you’re trying to sell.

AD Vice

You need a partner

The King Agency recently launched a new website and, with it, a new mantra: “You don’t need an agency. You need a partner.”

“In an always-on digital world that demands agility, we’re actively moving away from defining ourselves as an ‘ad agency’ in the traditional sense,” says Keat Powell, TKA’s associate creative director. “Our clients are increasingly turning to us for not just their ad campaigns, but an entirely new level of responsiveness, creativity, and innovation, and our new positioning is a direct reflection of that.”

The term “partner,” according to Powell, suggests more of an investment and a deeper understanding of the client’s business, as well as the adoption of a new model in which accessibility and accountability are key.

Want to learn more? Give us a call.

TKA News

Winter Newsletter 2015

It’s been a great year here at TKA! New clients, new projects, and coming in 2016, a brand new website.

Click each image for more information:

 

The Scoop

New Year. New Website.

The New Year. It’s a time for resolutions, celebrations, and a brand new website for The King Agency.

“You don’t need an agency.” It may sound like blasphemy, but it’s true. In today’s always-on digital world, clients don’t need behemoth advertising agencies and their countless, bureaucratic layers. They need responsive partners who are there with innovative solutions when they need them most. That’s where TKA comes in.

Find out more with the launch of our new site in January 2016.

TKA News

You’ll never buy a car the same way again

If there’s one thing you value more than your money, it’s your time. Making a trip to the dealership to shop for a new car doesn’t always fit into your schedule, so we thought, why not bring the car to you?

With McGeorge Toyota’s at Home program, you can shop from the comfort of your living room, office, patio or even your mother’s basement. Once you find a vehicle you like on McGeorge Toyota’s website, simply schedule a test drive, and a McGeorge Toyota specialist will bring the vehicle to you. It’s that simple! Take it for a test drive, get your trade-in appraised, and complete all the paperwork without ever stepping foot in the dealership.

TKA Work

Movin’ on up

Big shout out to our resident people-person Laura Hunt! Laura was recently promoted to Vice President, Director of Client Services.

“We are excited to promote Laura Hunt to the management team at TKA,” says Dave King, President and Creative Director. “In Laura’s seven years with the agency, she has proven herself to be an invaluable part of the agency’s success.”

Laura excels in client management and developing solutions to help clients reach the next level in their marketing efforts. She is well-versed in traditional marketing and stands out with her knowledge of the ever-changing digital space.

“Anyone who meets Laura is instantly drawn to her warm and genuine personality,” says King. “She is loved by everyone at the agency as well as all of her clients and is passionate about achieving great results for our clients.“

Feel free to send her a congratulatory confetti bomb or pictures of cute senior dogs.

TKA Laura Hunt

TKA News

Ad Blockers: The good, the bad, and the ugly.

Pop-up ads. Nobody likes them. They slow down your web browsing, and they’re everywhere. When one pops up, you can’t escape quickly enough. It’s like running into your ex at the grocery store. Your mind begs you, “Abort aisle! Abort!” and you exit as quickly as you can before a casual smile hello turns into an awkward conversation you don’t want to have.

Tired of digital ads? There’s an app for that. (Disclaimer: does not block awkward run-ins with exes.)

While ad-blockers for web browsers like Chrome, Firefox and Safari are nothing new, Apple recently approved ad-blocker Been Choice, which allows users to block native ads within their mobile apps, like Facebook or the New York Times. No more will users be subjected to pre-roll videos on YouTube or sponsored posts on Twitter. It even works in Apple’s own app Apple News.

Uninterrupted scrolling, tweeting, viewing and reading. Sounds awesome, right? Not so fast… before you rush to the app store, you may want to consider the downsides because this isn’t a win for consumers in the long run. Here’s why:

The good: faster Internet surfing, no annoying pop ups or accidental clicks directing you offsite
The bad: advertisers will have to find alternative ways to reach their target
The ugly: many free sites rely on advertising to survive. No advertising = no funding = no free content

Do you use ad-blockers? You’re not alone; Approximately 47% of internet users in the U.S. use them too, which is projected to result in a loss of $20.6 billion (that’s billion with a capital “B”) dollars of advertising revenue next year. Advertising pays for your free programming. Cut out those ad dollars, and you could end up paying the price.

What does this mean for consumers later down the road?

Online vendors rely on advertising dollars as a main revenue stream. Your favorite free websites will cease to exist if they can’t adapt and find funding elsewhere. Formerly free content will come at a price. Retailers will subsidize the cost of advertising by upping the price you pay for its products and services. If there’s one thing people hate more than pop-up ads, it’s paying for something that used to be free. Doesn’t sound so great now, does it?

How are websites coping with ad-blockers?

Some websites are restricting content for users with ad-blockers. Want to watch your favorite show on Hulu? You’ll have to disable your ad-blocker first. Looking for the latest breaking news article from the Washington Post? Expect to sign up for their newsletter or subscribe to their site to gain access. Some retailers are even jacking up prices to compensate, leaving the consumer to pay for their lost revenue.

So what’s the solution?

There is no easy solution. Eventually, if not already, consumers will have to accept online advertising. It’s just a matter of in what form, whether embedded in the webpages you view, sent directly to your inbox, or paying a hefty price to opt out altogether.

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UPDATE: At the time this post was written, Apple had approved numerous ad-blocking apps like the aforementioned app Been Choice. Apple has since removed Been Choice and a number of other similar apps from the App Store.

AD Vice

Driving Change in RVA

McGeorge Toyota has always believed that the more you get, the more you should give — so Random Acts of McGeorge was born.

Random Acts of McGeorge is literally a vehicle for spreading kindness and a means for giving back to the community that has given them so much over the past 50 years. The Random Acts of McGeorge truck travels to various locations across Richmond distributing simple acts of kindness, whether it’s a free tank of gas or a cold bottle of water on a hot day. The hope is that these random acts of kindness will serve as an inspiration to be kind to others, so together we can make RVA an even better place – one extra mile at a time.

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Know someone who could use a random act of kindness? Let us know! To nominate deserving individuals, families and even neighbors, simply use #randomactsofmcgeorge on Facebook, Twitter or Instagram, or fill out the entry form at RandomActsOfMcgeorge.com.

TKA Work

Top of the Line

TKA is excited to announce the addition of Mac Tools to the client roster. One of the most trusted brands in the market for over 70 years, Mac Tools provides the finest quality tools, toolboxes, power tools, electronics and specialty tools to technicians worldwide. Mac Tools is a subsidiary of Stanley Black & Decker.

The King Agency assisted Mac Tools with various marketing projects, including product catalog layouts, tool truck designs and video concepting for Mac Tools’ partnership with Disney.

MAC TOOLS - DOME LOG#DC8814D

TKA News

Now available in 3D!

Charlottesville’s Sentara Martha Jefferson Breast Health Center is a proven leader in breast health, providing state-of-the-art breast imaging services, including the latest advance in breast cancer screening — 3D mammography. 3D mammography is an advanced mammographic breast imaging technology that dramatically increases visibility and physicians’ ability to catch cancer. TKA’s charge was to develop a campaign announcing the availability of 3D mammography at Sentara Martha Jefferson Hospital. The campaign will include digital components, in-office signage and new executions of the print concept below.

MJH 3D Mammography

TKA Work