UPS And Honda Take Different Ways To Distribute Branded Content

What Happened
Honda and the UPS Store are both leveraging branded content to reach today’s ad-shunning consumers. The Japanese carmaker has a multi-year partnership with music video site Vevo to reach music fans who may also be potential car buyers. Honda worked with Vevo to launch Honda Stage, a combination of sponsored digital video content, music festivals, and the Honda Civic Tour, in 2014 to keep its brand in the forefront of the minds of music fans.

The UPS Store, on the other hand, ventures into branded content with an original YouTube series called “The Elevator Pitch,” developed on the learning that most of UPS’ business clients don’t have a business pitch ready. Each episode sends three contestants on an elevator ride where they pitch their businesses to Marcus Lemonis, the host of CNBC’s “The Profit,” and one is selected as the winner and awarded a $10,000 prize from UPS. The show, which launched on The UPS Store’s YouTube channel on Oct. 12, has so far racked up a total of over 45,000 views with three episodes posted.

What Brands Need To Do
As we discussed in the Ad Avoidance section in our Outlook 2016, well-executed branded content is one effective way to reach ad-weary consumers. UPS and Honda represent two distinct approaches that brands can take when it comes to distributing branded content: either distribute the content on your own branded channel or leverage an existing content distribution channel to reach a built-in audience. Both strategies have their pros and cons but as McDonald’s recent failed attempt at launching its own spin-off YouTube channel indicates, launching a new branded channel comes with higher risk.


Sources: AdWeek & AdAge

UPS To Offer 3D-Printing Service Nationwide

Following the success of its 3D-printing pilot program that launched in 6 locations last year, UPS is now expanding 3D-printing service to 100 stores nationwide. With the 3D Printing Industry enjoying a healthy 21% growth last year, it makes sense for UPS to expand their partnership with Stratasys to further capitalize on the growing market, meeting the demands of small businesses and DIY enthusiasts across the States.

UPS Now Offers 3D Printing

If you work for a startup, own a small business, or an entrepreneur, the UPS store will now offer you 3D printing on site. UPS is offering the service for companies that want to quickly and cheaply roll out models and prototypes of devices they want to produce. The store is testing the uPrint SE Plus, which according to the manufacturer is better equipped to handle detailed, industrial-type projects than the Makerbot – albeit at ten times the cost. Staples attempted to capitalize on 3D printing last fall, but the offerings are only available online in select locations. For the time being, UPS’s service is rolling out in San Diego, with the intent to reach across the nation.TA