Machina Launches Get Maine Lobster’s Inaugural TV Campaign
Machina, the performance marketing advisory, today announced the launch of a bold 30-second performance TV commercial for Black Point Seafood’s Get Maine Lobster (GML), America’s most celebrated premium DTC e-commerce seafood retailer.
The commercial marks Get Maine Lobster’s first-ever foray into television advertising and signals a new era in AI-driven performance marketing for direct-to-consumer brands.
The launch is the culmination of a conversation started in 2023 between Machina’s Managing Director Michael Pierce and GML Founder Mark Murrell who noted his “excitement to tap into emerging tech to broaden the scope of how we find customers.” Pierce describes the campaign as one aligned with media partners providing ‘skin in the game’ allowing Machina to create a minimal investment barrier to make ‘TV a reality’ for clients like GML.
“For brands ready to break into television advertising without and AOR or traditional annual budgets, Machina can be a tremendous ally” adds Pierce. “The Get Maine Lobster campaign proves that with the right technology, the right strategic partners and a founder willing to make the leap, performance TV can deliver extraordinary results.
The campaign debuted with a Father’s Day promotion, and a Fourth of July campaign to follow, putting the power of premium Maine lobster front and center for two of summer’s biggest gifting and entertaining moments.
Managing Director Bernadette Abasta, who leads strategy and media execution for Machina wanted a creative to enhance the performance of the marketing strategy. “This 30 second commercial has about nine seconds of call to action, an offer, an upsell, a QR Code and the brand URL. The commercial is no doubt a brand piece, but the performance mechanisms are all there, and that is what Machina is all about. Performance, branding, growth and scale.”
The entire production was completed in under 10 days through Machina’s advisory leadership and showcases Get Maine Lobster’s world-class and sustainably harvested lobsters delivered straight from Maine’s Atlantic coast to doorsteps nationwide.
“For marketers seeking new solutions to new customer acquisition at scale, this model is something to consider” says Pierce. “If a brand isn’t embracing this, it’s probably misaligned on investments for media, creative and strategy to acquire new customers, extend current customer LTVs and revive dormant ones at scale.
CREDITS
Executive Producers : Michael Pierce and Bernadette Abasta
Director: Charlie Zwick
Production Company: RogerRoger.us
