Written by Mani Schlisser, Senior Communications Strategist at Mekanism
Two men step into a heavily-sponsored ring.
Prepared to swing and miss, bob and weave, blood, sweat, and maybe tear.
They touch gloves. Bright lights surround them. Friends and family, celebrities and colleagues, all eagerly sitting ringside ready for the bout of the year.
One million people tune in, paying a hefty price for what could be a five second product. A product these two have been promoting for months.
One used more traditional channels, like interviews, press conferences, and editorial pieces, while the other tapped into niche online communities around…
As the first tequila brand sponsor in league history, Jose Cuervo wanted to honor not only the social nature of getting together to watch a UFC fight, but the surprising bonds that exist between some of the athletes. So it only seemed logical to launch the official partnership between Cuervo and the UFC with a highly original take on a fight night watch party.
In the brand’s latest work from Mekanism, “Face-Off,” UFC fighters Justin Gaethje and Michael Chiesa instinctively engage in the iconically confrontational nose-to-nose pose so familiar from pre-fight weigh-ins, despite their otherwise friendly interaction. …
Written by Annette Perfetti, Director of Influencer Marketing at Mekanism
Your favorite college athlete is coming to a monetized (insert channel here) near you!
There are roughly 460k student-athletes in the NCAA. And with the Supreme Court siding with former college students in a dispute with the NCAA about compensation, influencer marketing just got a whole new pool of talent to choose from!
Preserving amateurism [aka withholding compensation] is now a thing of the past. And in this new phase of college athletics, all types of athletes will be able to monetize their NIL (name, image, likeness) — influencer style…
Written by Jason Harris, Co-Founder & CEO at Mekanism
“Be yourself, everybody else is already taken.” — David Bowie.
It’s no secret that my idol is David bowie. Why? He is the best of all-time at embodying “be yourself”.
Over five decades in the music, fashion, and entertainment industries, Bowie never stopped being who he was and finding new ways to inspire others with his gender-bending, music-blending creativity. Most of all, as a role model, he made it all right for me and many others to be our own weird and wonderful selves.
In a world where it’s easy to…
Written by Carrie Dino, Head of Media at Mekanism
As we look forward to 2021, there are a few trends we anticipate straight out of the gate, based on changing marketing regulations, the evolving health and economic landscape, and corresponding consumer media consumption trends.
Here’s what I’m seeing:
Written by Josh Druding, Group Director of Social Strategy at Mekanism
If the term Dark Social is new to you, it’s not as scary as it sounds. It’s a term coined by Alexis Madrigal of The Atlantic, used to describe digital content shared via platforms that can’t be tracked by marketers. Madrigal reported that 56% of The Atlantic’s content was shared via Dark Social — more than 2.5x the amount of shares coming from Facebook. A recent study by RadiumOne found that Dark Social accounts for over 80% of all shares globally.
Dark Social has been most popular among Gen…
Written by Brendan Gahan, Chief Social Officer at Mekanism
The Skinner Box
He placed a rat inside a box and within that box was a lever. Upon first entering the box the rat would explore his surroundings. Eventually it would press the lever and a food pellet would be released.
Over time the rat learned the cause and effect. It began pressing the lever again and again.
The Skinner Box experiment demonstrates what’s known in psychology as operant conditioning.
Skinner explained it as:
“a method of learning that occurs through rewards and punishments for behavior. Through operant conditioning, an individual…