Pete Rosenblum, President, Map360


A BHR Interview with Pete Rosenblum,
President, Map360


Pete, please share a bit about the work your agency provides and why the Map360 approach is distinct from other agencies?

MAP360co is a truly unique and non-traditional advertising, marketing and PR agency. We do not compete with giant agencies as we specialize in specific services, sectors, and genres, which they ignore. MAP360co are experts in Sports marketing and PR, with unique out-of-home plans for music venues, comedy shops as well as arenas and stadiums too.  Influencer campaigns are a big part of what we do as well.  We also specialize in experiential – whether it’s in Times Square, Sunset Boulevard or Comic Con. Grassroots, bartered media partners, creative street tactics, and our digital services round out the rest of our core services, but we really do everything. When you are working for the biggest names and brands in entertainment for 15+ years – there isn’t anything we haven’t done or can’t do

Working with globally recognized entertainment companies, how do you manage expectations for an activation or event?

Clear communication is always the key to managing expectations. Client has a desire; we can make it happen – always. As a team, we are always clear with costs, deliverables, and timelines. That clear communication avoids any disappointed clients.

Do big budgets mean great expectations and what are the KPIs used to measure marketing success?

Yes, big budgets will always mean great expectations, but it’s more on the end result for the project than the work we are doing. If tickets aren’t selling for an event or pro team we are working with, it doesn’t matter if we have climbed Mount Everest. Same for a movie premiere or a streaming debut. That said, we will always build KPI’s around a campaign. It’s not always laid out in a formal document, but both sides know what they are.

How willing are your clients to use unusual or non-traditional marketing approaches? What would those include?

In our sector of entertainment, there is more of a desire to take risks with building giant IPs like Top Gun, Mission Impossible, Sesame Street, NASCAR or projects with major stars or producers attached to them. Also, we may have to execute some non-traditional tactics to build an audience over time. We do a lot of experientials, stunts, and activations. We also can add in some fun tactics like street stencils, projections, wild postings, and tailgates.

Can you share an example of what you would consider an innovative marketing event in which Map360 was involved?

Yeah, we do a lot of these. Around the new Paw Patrol film for Paramount Pictures in September, we set the Guinness Book of World Records for the most dogs to watch a movie, with an outdoor screening for Dogs and Families at Griffith Park in Los Angeles. For the new season of True Detective for HBO/MAX, we launched frozen billboards in LA and NYC to introduce the new season which takes place in the Alaskan Arctic Tundra. We try to do stuff like this every day.

LOS ANGELES, CALIFORNIA – SEPTEMBER 24: Guests attend the Guinness World Record Breaking Screening in support of “PAW Patrol: The Mighty Movie” at the Autry Museum of the American West on September 24, 2023, in Los Angeles,California. (Photo by Vivien Killilea/Getty Images for Paramount Pictures)

 

Is there anything else you’d like to share about how your marketing and creativity has evolved over time to meet today’s expectations from businesses and consumers?

We are very lucky. We work with the biggest studios, brands, and personalities across Sports and Entertainment. At MAP360co, we strive for creative excellence and small miracles every day. We’ve had a guy jump out of plane at a NASCAR race, created Teenage Mutant Ninja Turtles ooze for a city street, built a 30-foot Cookie Monster, a two- ton Snowpiercer Ice Train, and so much more.

Every day, you have to be on top of trends, new tactics, and better ways to get clients more data in the best way possible.

25 SEPTEMBER 2022 During the AUTOTRADER ECHO PARK 500 at TEXAS MOTOR SPEEDWAY in FORT WORTH, TX (HHP/Tim Parks)

 

How do you use data to make decisions for marketing campaigns? Do you use “reach” or “follows” for one-time events?

We use data to take a deep dive at audiences, reach, potential impressions, cost, and proper targeting for any digital campaign we are getting ready to launch. That’s super-important to understand the different options and be able to suggest the best paths for a client/project.

For an experiential or influencer campaign, we operate in a little bit of a reverse maybe looking at potential reach or impressions but then gathering all the data we get AFTER the campaign and put together what we call ROX reports, Return on Experience. An ROX is a deep dive into numbers and data after an experience.


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