King Hawaiian featuring film starring Mark Hamill — Erick Dickens // Kadenwood

Marketers are already spending a lot on producing, publishing, and distributing content. What would their marketing outcomes look like if they had to invest in film production rather than product placements? With the rising cost of Superbowl and Tv ads, how can marketers leverage both cost-effectively? Listen to Erick Dickens, Co-founder, and CEO of Kadenwood, as he discusses the King Hawaiian feature film starring Mark Hamill and lessons learned.
About the speaker

Erick Dickens

Kadenwood

 - Kadenwood

Erick Dickens is Co-founder and CEO at Kadenwood

Show Notes

  • 02:02
    The idea behind the feature film with Mark Hamel for King Hawaiian
    They wanted to tell a strong story uniquely.
  • 05:34
    Marketing benefits of the feature film
    It gave retailers a reason to be excited and gave consumers something to get excited about in October rather than waiting for Thanksgiving.
  • 07:02
    Going the extra mile for a new use case
    The story of how Mark Hamil became a part of the feature film project
  • 10:30
    Should more brands produce instead of product placement?
    If considered a marketing investment, it is not easy, and the brands cannot depend on the movie to become a hit like a normal production studio.
  • 11:23
    Are Superbowl ads still valuable, considering the cost?
    It's getting harder and harder to justify. Sometimes the idea is super complicated, sometimes, it pays off, and other times it's just a costly disaster.

Quotes

  • "The whole idea of Halloween and Kings Hawaiian came about from a digital marketing campaign that gave life to the idea. And the entire campaign was centered around this backstory that provided relevance to the product during Halloween. So that was where the idea to create a feature film came from because the story was so interesting. Retailers seemed excited about it, but we wanted to give it more life than just an online backstory supported by some display and store." - Erick Dickens

  • "We made a pretty big deal out of it. And retailers certainly supported the effort with more prominent in-store retail distribution than we would typically get in October. It gave retailers a reason to be excited and gave consumers something to get excited about in October rather than waiting for Thanksgiving." - Erick Dickens

  • "The media costs the same, and what makes a difference is the quality of the creativity. If you're going to set out to make a commercial, don't do a crappy commercial, don't do a commercial that's good enough. Put the time, effort, and investment necessary to where, if you had to, you'd feel proud to put this on the Super Bowl, and it would stand out." - Erick Dickens

  • "TV is king if you want a national brand with prominence. If you want to have accelerated brand awareness, TV is the way to go. I think what's hurting TV is the pressure that the owners of that media are under." - Erick Dickens

  • "Run your business like it's yours; regardless of where you are, it will never hurt you to behave that way. Your career will take care of itself if you're intelligent, ambitious, and doing things for the right reasons. If you have an agenda that doesn't align with what your business is trying to achieve, it will not work out for you." - Erick Dickens

About the speaker

Erick Dickens

Kadenwood

 - Kadenwood

Erick Dickens is Co-founder and CEO at Kadenwood

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