campaigns

Explore Together: Durex Tests Bi-Media Ad for Mobile/TV Synchronized Viewing

Posted by Shirley Brady on November 27, 2014 03:45 PM

Last month Honda tested an interactive dual-narrative ad campaign to promote its "Type R" model at Halloween, inviting viewers to toggle between two versions of the same narrative with the click of a button.

Now Durex is ready to launch what it's calling the world’s first synchronized dual-screen ad, where users in the UK can experience another side to a TV commercial story by pointing the Durex Explore mobile app at the screen.

According to The Drum, the aim of the "Explore Together" campaign is to capture what the characters get up to in private, and direct viewers to the just-relaunched Durex website. Continue reading...

bc q&a

Raising the Bar: 5 Questions with thinkThin Founder Lizanne Falsetto

Posted by Dale Buss on November 27, 2014 02:37 PM

Food brands in crowded categories can try to stand out in a number of different ways: Be the best. Be the least expensive. Be the tastiest. Be the healthiest. Be first.

In the case of nutrition bar brand thinkThin, CEO Lizanne Falsetto has used a number of these varying approaches, but mostly she has relied on being first. 

When she founded her company more than 20 years ago, she was among the pioneers in gluten-free products and in protein positioning.

This year, thinkThin became one of the first independent brands in the category to launch a full-blown national TV advertising campaign.

brandchannel talked with Falsetto about the campaign's results, what got thinkThin where it is—and where she goes from here.Continue reading...

campaign tactics

PETA Hits Macy's Thanksgiving Parade as Part of Cruelty-Free Holiday Push

Posted by Sheila Shayon on November 27, 2014 01:33 PM

Making good on its promise to protest SeaWorld's involvment in the Macy's Thanksgiving Day Parade, the animal rights group brought signs to the parade route in New York in the wake of Macy's decision to include the amusement park's float, despite PETA's claims of mistreatment of animals there.

While Macy's ignored PETA's pre-parade protest (with women in a bathtub painted to resemble orcas) and the organization's parade protest was sidelined by the arrests of Ferguson protesters, the campaign was just one part of a slate of holiday campaigns by the tireless animal rights activists:Continue reading...

brand mascots

Meet Your Rio 2016 Olympics Mascots

Posted by Abe Sauer on November 27, 2014 12:02 PM

Step aside, World Cup Willie!

With the FIFA World Cup now behind Brazil, the Rio de Janeiro organizing committee has unveiled the mascot(s) for the Rio 2016 Olympic Games.

The smiling yellow feline-like critter on the left—representing Brazilian fauna—will represent the main games.

The cheeky blue chap with leafy shrubbery for hair—meant to evoke Brazil's lush flora—will represent the Paralympic Games.

The mascots' names will be selected by a poll from the following name pairs (Olympics/Paralympics): Vinicius/Tom; Oba/Eba (our vote); or Tiba Tuque/Esquindim.

So how do Rio's rate in the rich pantheon of Olympics mascots over the years?Continue reading...

celebrity brandcasting

KISS the Brand: Rockers Make Macy's Thanksgiving Day Parade Debut

Posted by Mark J. Miller on November 27, 2014 09:57 AM

KISS frontman Gene Simmons has never exactly shied away from self-promotion. The band has been around for 40 years, and Simmons is still stomping around and spreading his gospel as far and wide as he can.

This year, that reach has finally extended to the Macy's Thanksgiving Day Parade, marking the Rock and Roll Hall of Famers’ first appearance in the annual celebration.

The band, which has sold more than 100 million albums worldwide, is making its parade debut with 600 cheerleaders from across America who will perform a KISS medley (no doubt to glares from fellow parade newbie, GoldieBlox). 

The performance is just one aspect of the band’s year-long 40th anniversary celebration that's taken a multi-platform approach.Continue reading...

brand news

Brand News: Macy's, NFL, Black Friday and more

Posted by Dale Buss on November 27, 2014 09:37 AM

TOP STORIES

Happy Thanksgiving to our U.S. readers! Enjoy NFL football, the Macy's Thanksgiving Day parade (debuting GoldieBlox, Pirate's Booty and KISS) and early Black Friday — which "fades to gray" as holiday sales start earlier than ever. Stores opening their doors today include Macy's, Walmart, Kmart, Target, Gap, Sears and Old Navy—despite protests to stay closed.

Visa and McDonald’s join sponsor chorus of concern over FIFA World Cup probe.

Coca-ColaSABMiller form African joint venture.

Google pressured as EU regulators call for break-up.

Uber suspends operations in Nevada as judge rules CEO must turn over email messages.Continue reading...

tech in the spotlight

Samsung Gears Up for Holidays with VR, Pop-Up Stores and Kristen and Dax

Posted by Mark J. Miller on November 26, 2014 04:38 PM

Samsung is anticipating a successful holiday season, thanks to buzzed-about new virtual reality products, a pop-up store push, a humorous new campaign starring Kristen Bell and husband Dax Shepard—and a critical show of confidence from management.

The consumer electronics giant started the week off strong by announcing that it's focusing its portfolio, Bloomberg reports, as excitement continues to grow amongst U.S. (and other) consumers who eagerly await the release of Samsung's Gear VR Innovator.

According to CNET, the Innovator brings together Oculus Rift virtual reality technology with the 5.7-inch Galaxy Note 4 to create "a fully immersive virtual reality experience."

Set to hit stores in December, the gadget will run $199, or be bundled with a Bluetooth controller for $249. CNET notes that this won’t be quite the same experience as the Oculus Rift or Sony’s Project Morpheus—because those have their own screens—but is definitely a step forward for mobile VR.Continue reading...

corporate citizenship

Unilever Extends Project Sunlight to Combat Childhood Hunger This Holiday

Posted by Sheila Shayon on November 26, 2014 03:14 PM

Just in time for Thanksgiving, Unilever’s Project Sunlight has partnered with SheKnows Media and digital literacy platform Hatch to launch a campaign that aims to increase awareness of the child hunger plight in America, which affects more than 16 million kids.

Project Sunlight launched about this time last year, making a commitment to sustainable living so that today's adults have something to hand down to their children.

“There is no doubt that our Unilever Sustainable Living Plan is ambitious,” Marc Mathieu, SVP Marketing, Unilever told brandchannel.Continue reading...

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