written by Edwin St. Fort

Objective: To relaunch Google’s Nexus One by revamping online promotions and using a celebrity endorser to uplift sales.

According to The Wall Street Journal, Google’s Nexus One sold an overall of 80,000 phones in its first month of sales, pushing 20,000 units in its first week. Other Android phones had better success in first week results, T-Mobile’s myTouch made with Google sold 60,000 and Verizon’s Droid sold 250,000 in there debut according to Flurry, an analytics company. Google choose to sell and market the Nexus One device to consumers directly through its website with an option as T-Mobile being a carrier or without a cell phone company contract. Current promotions have been through online marketing via: YouTube and Adsense.

Comparing how the other Google phones performed in the market place and the marketing efforts behind it, Nexus One attempts weren’t comparable; Verizon’s launch of Google’s Droid, spent a record-breaking $100 million on marketing, including aggressive TV advertisements. T-Mobile’s myTouch 3G launch didn’t provide the same co-marketing support for the Nexus One. T-Mobile chose celebrity endorsers such as Phil Jackson, Whoopi Goldberg, Wyclef Jean, Avril Lavigne, and others to promote the myTouch 3G device in their TV ads.

Viewing Google’s Nexus One marketing campaign the results should have forecast an incorrect strategy. Timing, price, and strategic partnerships were lacking in their efforts, but here is an idea that could revamp sales.

Solution: Create strategic partnerships with Jay-Z, Diddy and 50 Cent to promote “Nexus One” to the urban demographic.

Jay-Z x Google Nexus One Proposal

The idea is to develop a strategic partnership with Jay-Z to promote Google’s “Nexus One” by using him as a celebrity endorser.

This helps Google promote the product to the urban demographic and creates music licensing opportunities for Jay-Z leaving this partnership beneficial to both parties.

A concept commercial can be created where Jay-Z’s latest single “On To The Next One” can be featured in a advertisement to promote the new device and its features. The single can be sort of a theme song for the product.

Also Jay-Z can have a customize phone labeling it the “all black everything” edition to boost sales for the new promotion. Verizon is rumored to add the Nexus One to their line up of products, if Verizon and Google establish a partnership this can also lead to in store promotions for Jay-Z and more if they choose him as the celebrity endorser.

Sean “Diddy” Combs x Google Nexus One Proposal

Diddy has 2 million plus followers on Twitter and interacts with them through Diddy Blogs. To promote the product allow Diddy to record a Diddy Blog using the Nexus One phone informing potential buyers that one of the special features on the phone is recording videos and uploading them directly to YouTube from the device. Everyone uses Apple’s Mac notebooks to video blog but if your on the go you can easily pull out your phone and broadcast.

50 Cent x Google Nexus One Proposal

50 Cent could promote the device through his blog ThisIs50.com, users can upload content through the phone and post footage’s of concerts and interviewers all on the Nexus One.

Conclusion: This proposal was created in hopes that when Google decides to launch the Nexus One on a larger carrier such as AT&T, Verizon or Sprint that some of these ideas could be used to promote the product to the urban demographic. Though this is just a short overview of ideas I would appreciate your response towards this proposal.

Send an email to Edwin St.Fort , the author of this post, at esfmarketing@gmail.com

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50 Cent x Things Fall Apart. 50 Cent will star in the Mario VanPeebles produced drama Things Fall Apart where he will play a college football star running back who is stricken with cancer. According to Variety 50 will shed over sixty pounds for the role.

“Fifty is in the process of losing 65 pounds” for the role,” the film’s co-producer, Randall Emmett told Daily Variety.

We would expect this type of dedication for someone maybe like Christian Bale like in American Psycho, but for 50 Cent to lose that much weight for an acting role just shows his dedication to the art and his desire to be taken as a serious actor and not cast in “rap/thug” stereotypical roles.

Things Fall Apart will be produced under 50’s Cheetah Vision production company and will seek a major film distributor in the coming months. This should be an interesting one and at the least will make for some great publicity for 50 Cent Curtis Jackson the actor.  Via: SlashFilm

• 50 Cent’s film company expands with new producing partner
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• Trailer to 50 Cent’s low budget British flick “Dead Man Running”
• VIDEO: On set of 50 Cent’s new movie “Caught in the Crossfire”

Here’s the full Q&A after the screening of Twelve with the entire cast lined up like they are in an episode of “Law & Order: SVU.” 50 should be easy to spot right away in the lineup here…he’s the one wearing pants. 50 gets big cheers from the crowd when he answers his first question 6:55 minutes into the video. I suggest you jump right to it.

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• VIDEO: 50 Cent interview on set of movie “Twelve”
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• VIDEO: 50 Cent talks about his new movie “Twelve”

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Vitamin Water gained over 800,000 “fans” on Facebook during the campaign bringing their current total to over 1,100,000. That’s a lot of people drinking Vitamin Water. The contest has recently concluded with the new flavor called “Connect” which is a mix of black cherry and lime. I hear it’s good. Maybe 50 can send us some soon…or at least the Vitamin Water reps.

• VIDEO: 50 Cent & Steve Nash Vitamin Water infomercial
• 50 Cent and Vitamin Water launch “50’s Sound Lab” iPhone App
• VIDEO: 50 Cent’s “Pimpin’ Curly” Vitamin Water ad
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written by Edwin St. Fort

Before I Self Destruct debuted number 5 on the Billboard charts, selling 160,000 copies in its first week of sales, 46,000 of which were digital downloads. The album came packaged with incentives such as the Jam Master Jay documentary 2 Turntables And A Microphone and 50 cents own film Before I Self Destruct which was produced by his production company Cheetah Vision. The second week of sales resulted in 66,000 copies and the third week of sales brought in 30,000 copies.

This release is 50’s lowest debut compared to Get Rich or Die Tryin’ which sold 872,000 copies, The Massacre selling 1.1 million and Curtis selling 691,000 copies in the first week of sales. Several factors effected the outcome of this album. For starters BISD changed its released date several times which could resulted in consumer confusion and mistimed marketing. It was supposedly set for release early 2009 but Interscope decided to focus on Eminem’s anticipated release of Relapse. It was stated for a Fall 09 release where 50 could have possibly faced Jay-Z in September on the Billboard charts, but the label decided to push it back.

October would have been the perfect month for release, 50’s Behind The Music VH1 special aired to over 2.2 million viewers making it the highest rated premiere episode since the year 2000. That same month 50 held “This Is 50 Festival” at The Beach of Governors Island in New York. The roster included G-Unit members, Kid Cudi, Wale, Manio, Jim Jones, D-Block and more. Initially that month would have been used to promote the album effectively but the label decided on a November date to capitalize on Black Friday sales.

Unfortunately the album was leaked on the internet on October 28 a month before its planned November 23,2009  release date. The marketing plan changed, pushing up the album to a November 16 release and was made available on iTunes November 6, 2009. 50 responded to the album leak and the effect it had on sales during a interview with radio personality  Jenny Boom Boom.

“How can I focus on album sales now when it’s to the point where my record is released four weeks before schedule. The marketing, everything that’s planned to sell the actual record, is happening four weeks late, now that the record is out a month early. You know, those things are happening after they had an opportunity to hear it and it’s confirmation to the doubters that the record wouldn’t be good.” – 50 cent

Lets recap the marketing campaign behind BISD. Jay-Z’s Blueprint 3 campaign revolved around strategic partnerships where as 50 promoted his album through social media.

Social Media

50 Cent promoted his album primarily on his website ThisIs50.com, and used his accounts on Twitter, Myspace, Ustream and YouTube to release content regarding the album. He also used selected websites to dominate on advertisement.

uStream & XXL Magazine

50 Cent and XXL Magazine partnered up with uStream to give fans a chance to screen the film Before I Self Destruct online on November 19th. The partnership was beneficial to both parties; the magazine had the opportunity to promote the December/January issue which features 50 cent on the cover and both exchanged links to promote the event.

Yahoo & Movietickets.com

The trailer to the film “Before I Self Destruct” premiered on Yahoo. Fans were also able to download tickets to an exclusive screenings in select markets such as NYC, ATL, MIA, DC, CHI, L.A, with the partnership of movietickets.com/50. The screening tour was from Nov. 2 thru Nov. 13.

Twitter

50 Cent went on Twitter to broadcast his new album release to his 2 million plus followers. With the help of his G-Unit family @Nikkidene, @corentin @broadwayallday, @Lloydbanks, @TonyYayo @DJWhooKid, he was able to give fans the new release dates and links to purchase the album on iTunes.

Myspace Concert & Appearances

50 Cent’s MySpace concerts at New York City’s Highline Ballroom on November 24, 2009  celebrated the release of Before I Self Destruct. According to Yvette Gayle of Interscope Geffen A&M, 50 Cent has made television appearances that include the Tonight Show With Conan Obrien (11/17), Jimmy Kimmel Live (11/18), Chelsea Lately (11/19), BET 106 & Park (11/19), Tavis Smiley (11/20), and the American Music Awards (11/22). He also made additional appearances on BET 106 & Park on 11/23 and 11/24. On November 20th, 50 attended two Best Buy locations where lucky fans were able to take a photo with him.

iPhone Applications

The 50 Cent Sound Lab App is powered by Moderati’s Romplr which gives fans access to the key elements of the original recording and provides creative tools to personalize the new single. 50’s Sound Lab App is available for free from the App Store on iPhone and iPod touch.

“Vitaminwater is calling on all of its fans to get inspired and start mixing it up with 50’s Sound Lab App,” said Rohan Oza, chief marketing officer of Vitaminwater, smartwater and vitaminwater10. “50 cent is a part of the Vitaminwater family and we are excited to be able to share his new single with everyone through this groundbreaking social media experience for iPhone and iPod touch.”

The “Baby by Me” calculator app  retails for 99 cents on the App Store, the app asks a series of questions that determines what your payout will be if you conceived a child by 50 cent himself. The press release announcing the app reads. “Answer a set of questions and find out how much you’ll be on the hook for per child.” The app inquires about your job, how many children you plan on having, what sort of real estate you possess and whether or not you own a boat. The app also contains snippets of wisdom care of 50 himself and automatic Twitter integration so you can brag to your online friends about how much you’re going to collect for lending out your womb.

Conclusion

Could this campaign be considered effective since the 1st week of sales failed to be as phenomenal like past debuts? Artist such as Jay-Z and Lil Wayne faced album leaks a week prior to their release but 50’s BISD leaked a month earlier. The label like a quarterback tried their best to respond to a blitz as quickly as possible and change game plans but in the end piracy won the battle. Another thing to consider is did the 50 Cent brand over flood the market with various products that maxed out the pockets of consumers? In September, 50 cent promoted The 50th Law which landed on the New York Times Best Sellers list. In October, Power by 50 was being exclusively sold through Macy’s stores which had 50 traveling to several states for an in store tour, by the time November came 50’s fan base were possibly maxed out of dollars to make the purchase of Before I Self Destruct. Regardless 50 Cent’s campaign just created the blueprint on how to promote a album by using social media effectively.

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Although urban music print magazines are drying up faster than Wale’s fan base, at least artists are still finding ways to get on other publication covers. Here 50 Cent graces the Feb 2010 issue of Muscle & Fitness. 100% natural. No Mark McGwire plan here fella. Via: RR

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Finally. It drops. With fresh Vivica. Check the video after the jump…

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No argument that 50 gets the coverage and hype for his videos….unfortunately it’s not turning into actual sales though as his Before I Self Destruct continues to falter on the Sound Scan numbers. On the other hand, 50’s constant publicity and hype, including these music videos, fuels his brand image and maintains relevancy in order for him to wheel and deal for future business opportunities and supplies his website ThisIs50 with more exclusive content to drop.

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• 50 Cent interview about his “Power” cologne

As WoooHa previously reported, labels are giving artists more creative leeway to help sell albums and the big trend are these movies. Expect to see more like this from other “A-List” artists who can afford the production costs.

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50 Cent x Taco Bell. As reported yesterday, after a year of court deliberations and dealings, 50 Cent and Taco Bell finally agreed on paying the artist an undisclosed settlement for using his name and likeness and for making him the “star of a nationwide campaign” without his permission. For Taco Bell, what started as a fun publicity gimmick back in June 2008 quickly  turned sour as Taco Bell execs never realized how serious 50’s legal team would take the stunt.

I’m pretty sure that every lawyer in the office at Taco Bell and the PR reps responsible for the idea were well aware of 50 Cent’s marketing power…what they failed to notice were how protective 50’s legal team was of this branding power. 50 Cent is no fool. Yes he made millions from Get Rich or Die Tryin’ but he had and continues to substantiate his income through marketing and branding his image and the 50 Cent name.

If Taco Bell dared use his name in public for a campaign…50 wanted to be paid for it as his name was now tied to the fast food joint.

So when the President of Taco Bell publicly offered 50 Cent $10,000 to change his name to 79 Cent, 89 Cent or 99 Cent for one day, the 50 Cent “branding police” (aka his legal team) took swift action and sued. At first, many observers were shocked that 50 would sue for a fun good-hearted gimmick but history shows that 50’s lawyers were always quick to throw down in court in regards to protecting the 50 Cent brand. It didn’t matter how big or small, 50’s image and branding power was the utmost priority and had to be held at all costs. Taco Bell learned the hard way.

In my eyes, yes 50’s legal team can be hardcore, but they did the right thing. Any artist’s name is their brand, their identity just like Coca-Cola, Toyota, Nike, etc. and should be protected in the same manner. Taco Bell knew what they were doing by publicly announcing their challenge to 50 without his permission. They knew the press would jump on it right away, people would talk about it, 50 would reject it but in the end…free publicity. Now they learned their lesson and ended up having to pay for it anyways. Where does that leave 50 Cent in all this? Richer. And probably with a life time supply of free Taco Bell.

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• VIDEO: 50 Cent’s “Do You Think About Me” teaser w/ Vivica Fox

50 Cent x 50 Cent condoms. Back in 2007 50 Cent announced to the press that he was prepping to launch his own brand of 50 Cent condoms in the fight for safe sex. For the last two years 50 has been fairly silent about the business venture until now. The 50 Cent condom business is now officially dead as the “revolutionary” new condoms 50 wanted didn’t hold up to the rigorous testing procedures.

“I was looking for the opportunity to create a new safe sex campaign. The Wrap It Up campaign is something that is used so often, it wasn’t effective anymore. So I thought this is a great opportunity for me to get involved. But it just didn’t work out because I wanted things in it that wouldn’t work. I wanted things that would prolong sexual performance. You could just put it on and just go.”

Apparently the chemicals that 50 wanted to use to prolong the performance of a man did not mix too well with the latex material. Seriously though…we love 50’s entrepreneurial spirit but would you have trusted your the chance of having another baby momma with a 50 Cent jimmy? Via: SF Gate

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Even though the 50 Cent exec produced documentary Two Turntables and A Microphone: The Life and Death of Jam Master Jay is included in 50 Cent’s deluxe version of Before I Self Destruct, you can actually just buy the documentary by itself on December 1st. 50 Cent and crew have actually sold off the distribution rights to Image Entertainment when it hits DVD. You can pre order now at Amazon.

So even though 50 might have only sold 120K+ units of his album, at least he is making money selling off distribution rights to his other properties. Unfortunately there are no takers for his Before I Self Destruct movie to be sold as a separate DVD…at least not yet. Check the new official trailer after the jump…

• MOVIE TRAILER: 2 Turntables & A Microphone
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• VIDEO: First 10 min. of 50 Cent’s “Before I Self Destruct” movie
• VIDEO: 50 Cent premieres “Before I Self Destruct” movie

So what…his album didn’t sell like “Get Rich or Die Tryin” but honestly…no way units are going to like they did back then. If anything though, this interview once again proves the power that blogs have in today’s hip-hop industry. Via: NahRight

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