Mr. Launch Marketing

Mr. Launch Marketing An automotive digital marketing agency specializing in strategic advertising and branding through content & experiences.

Tailored for the car lover and race fan in all of us.

Still, between the “OK Boomer” tweet in November, and this commercial making old people seem entrenched and, frankly, do...
04/25/2021

Still, between the “OK Boomer” tweet in November, and this commercial making old people seem entrenched and, frankly, downright ignorant, it’s just a bad look for BMW, a brand with half of its new owners above the age of 56 according to automotive marketing agency Hedges & Company.

To be fair, the commercial isn’t just critical of Baby Boomers, it also pokes fun at Millennials by having the iX say th...
04/24/2021

To be fair, the commercial isn’t just critical of Baby Boomers, it also pokes fun at Millennials by having the iX say things like: “I know everything, I’m always online.” Plus, at the end of the spot, the iX admits to the old-timer: “You are a true classic...I think I could learn a lot from you.” So it’s just one-sided criticism of old folks.

[Aside: We actually agree with the 7 Series, here. A sentence that describes a car by using all four terms “intelligent,...
04/23/2021

[Aside: We actually agree with the 7 Series, here. A sentence that describes a car by using all four terms “intelligent,” “fusion,” “emotional,” and “immersive” is absolutely marketing bu****it. I’m surprised BMW didn’t throw “dynamism” in there to act as the cherry atop the Dairy Queen machine-ejected-ice-cream shaped bu****it. Anyway, let’s get back to this commercial.]

The iX responds to the old man’s bu****it cries by sighing, and mentioning that she is the intelligent personal assistant. “Do you know what that means — intelligent?”

Damn that’s a burn.

Then things get weirder. “I’m the intelligent fusion of sensing, an emotional connection to the people, an immersive exp...
04/22/2021

Then things get weirder. “I’m the intelligent fusion of sensing, an emotional connection to the people, an immersive experience,” the young iX says. The old car that brought the world BMW’s iDrive infotainment system responds appropriately to that sentence with: “Bullsh*t, bu****it, marketing bu****it!”

The Bavarian automaker, clearly uninterested in letting up on the embarrassing marketing, has a new ad meant to coincide...
04/21/2021

The Bavarian automaker, clearly uninterested in letting up on the embarrassing marketing, has a new ad meant to coincide with the Consumer Electronics Show.

In the ad, a sentient BMW 7 Series is made to sound like an old man, while the upcoming BMW iX sounds like a young woman. Clearly meant to describe the often-quarrelsome misunderstandings between Millennials and Baby Boomers, the 7 Series uses terms like “Whippersnapper,” and criticizes the iX for not being a “real car.” The iX tells the old man-in-a-car’s-body that his “time is over,” and that “it’s just impossible to talk to [his] generation.”

Back in November, we saw BMW’s strange marketing campaign in which the brand defended its ugly iX electric SUV by brushi...
04/19/2021

Back in November, we saw BMW’s strange marketing campaign in which the brand defended its ugly iX electric SUV by brushing off detractors with the phrase “OK Boomer.” We thought then that this seemed like a questionable move given that BMW’s customers tend to be older. But BMW doesn’t seem to care, because the brand’s latest ad is arguably even more offensive to older people. It’s downright bizarre.

Root out bias in your ads and your data. Contending with and working towards eliminating bias applies to all of us. As m...
04/04/2021

Root out bias in your ads and your data.

Contending with and working towards eliminating bias applies to all of us. As marketers, our job is to understand and identify potential bias that can live within our datasets and our marketing models. Bias in data produces biased models, which can be discriminatory and harmful. Bias can lead to missed opportunities in marketing, or even damage your brand's reputation.

Develop an inclusive keyword library. To develop an inclusive keyword library, you'll want to consider the consumer deci...
04/03/2021

Develop an inclusive keyword library.

To develop an inclusive keyword library, you'll want to consider the consumer decision journey for the product or service you offer. Next, layer on the journey for the consumer with a physical disability, cognitive difference, military status, age consideration, gender expression, or other dimensions of diversity.

Include their lived experience and map the unique keywords that they might use to seek out your product. By understanding the consumer decision journey from their perspective, you will develop your own inclusive keyword strategy for your business.

As suggested earlier, don't stop at the usual dimensions of diversity — go further and see what you can uncover to help you connect and give people the feeling that you're "a brand for someone like me."

Authentic representation in advertising is important. It drives trust and brand support — so the images you choose matte...
04/02/2021

Authentic representation in advertising is important. It drives trust and brand support — so the images you choose matter.

Incorporate three metaphors of inclusion.The Psychology of Inclusion and the Effects in Advertising at Microsoft Adverti...
04/01/2021

Incorporate three metaphors of inclusion.

The Psychology of Inclusion and the Effects in Advertising at Microsoft Advertising, we uncovered the following fifty language-based cues that signal inclusion, as well as three metaphors of inclusion which are inextricably tied to emotions.

If used in context and in a genuine and authentic way in your ad copy, website, or digital content marketing, these metaphors can help convey inclusion and drive brand performance.

Align your advertising messaging to the nine feelings of inclusion. Inclusive advertising can conjure two major feelings...
03/31/2021

Align your advertising messaging to the nine feelings of inclusion.

Inclusive advertising can conjure two major feelings: joy, and trust. As a marketer, it's critical you look for brand connection points in product or features that can create these two main feelings.

However, there is more to it than that – there are actually nine feelings that make up joy and trust, if you can find a genuine and authentic way that your product creates any one of these feelings, this can convey inclusion, which – you guessed it, builds trust, brand love, and loyalty. The nine feelings are the following:

Celebration
Zest
Hope
Relaxation
Relief
Safety
Confidence
Acceptance
Clarity

Perform a landing page and website audit for audience diversity. Inclusive advertising only ends when the customer when ...
03/30/2021

Perform a landing page and website audit for audience diversity.
Inclusive advertising only ends when the customer when you send them to right after they click which means it's critical you demonstrate diversity in your landing pages or website, as well. Considering 64% people are more likely to consider or purchase a product after seeing diversity or inclusion in advertising, it's critical you ensure your landing pages and website represent true diversity.

Does your website's collection of photos and images match the audience representation you created across your entire ad campaign? Does each inclusive advertisement point the customer after the click to the landing page that matches the inclusive spirit of the image creative? If not, it should.

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