Case Study - Black Eyed Marketing

Black-Eyed Marketing

The Black Eyed Peas is a hip hop musical group established in 1995 who gained wider popularity after their 2003 release of Elephunk, their third album. The current members of the group are will.i.am, Fergie, Taboo, and apl.de.ap. They have sold over 56 million records worldwide and have over $42 million in sales as of the end of 2011.

As a spokesperson, the Black Eyed Peas would have the following source characteristics- attractiveness, similarity, likeability, and trustworthiness. The members of the group are physically attractive and have attractive personalities. Having both male and female members across varied races increases the feeling of similarity by consumers. All group members are likeable; they have not had any significant bad press and several of them promote charitable causes. The group’s trustworthiness would be especially significant when targeting a younger audience since this market segment is more likely to try or recommend a product that is endorsed by a celebrity.

Brands that are seeking to increase their brand equity or establish a brand personality are best suited to endorsements by the Black Eyed Peas, especially those that are targeting 18-34 year olds. This demographic is most likely to try or recommend a product based upon a celebrity endorsement. Examples of specific product categories that fit with a Black Eyed Peas celebrity endorsement are electronics (audio/music/mobile), fashion, and beauty products. These product categories would generally apply to rock bands and could also include automobiles and beverages (energy drinks, alcoholic beverages). Using a country music artist as a celebrity endorser for these categories would also work but the specific brand or model would be different. For instance, the Black Eyed Peas has endorsed Pepsi while the country music group, Lady Antebellum, has endorsed Lipton Iced Tea.

The target market for a Black Eyed Peas concert television advertisement would...