Posted by Mark J. Miller on October 29, 2014 05:21 PM
The return of LeBron James to Cleveland is being trumpeted as "the biggest sports homecoming of this generation" and "the hottest ticket" in the NBA—and has been heralded by the plethora of brands he endorses, including Beats by Dre and Sprite, too.
While some find the story of the two-time NBA champ returning to northern Ohio to bring some victories to his home state uplifting (a new baby girl just sweetening the saga), some critics think the narrative has been driven home one too many times. Fans, however, seem to be on the uplifting end of that spectrum—along with his brand partners.
According to new research from social analytics firm 4C, King James' Ohio comeback has resulted in “huge increases in social engagement between LeBron, the brands he endorses and the Cleveland Cavaliers.”
Led by Dunkin' Donuts, brands have seen the pay-off for signing endorsement deals, with big spikes in social engagement since the superstar made his announcement he's returning to Ohio in July.Continue reading...
chew on this
Posted by Dale Buss on October 29, 2014 03:57 PM
For Super Bowl XLIX on Feb. 1, McDonald's is reportedly leaving its "I'm Lovin' It" tagline on the sidelines as it spotlights a new slogan with a similar ring but a very current vibe: "Lovin' Beats Hatin'," as the Wall Street Journal reported based on sources.
If the proverbial "people familar with the matter" are correct, the slogan is intended "to spread happiness in the face of internet hate" but won't replace its long-running slogan, its first global ad campaign (created by DDB), that launched in Sept. 2003. Long a target by activists, McDonald's U.S. is now in the midst of a transparency campaign ("Our food. Your questions.") that aims to debunk the notion that it uses pink slime and other such materials to make its products.
But haters are going to hate, and it only takes a quick glance at its Facebook page to see the kind of comments that keep its social media team responding 24/7—and which explain why McDonald's execs might feel it must address the "haters" on social media to the tune of $4.5 million (the reported cost of a 30-second spot in the 2015 Super Bowl) and put its tagline on the line in so doing.Continue reading...
Posted by Mark J. Miller on October 29, 2014 02:28 PM
America’s interest in soccer continues to grow, as evidenced by the huge numbers of U.S. TV viewers for this year's FIFA World Cup. Add to that the rapidly growing Hispanic market and influence in America, and it appears that Cheetos may be making a very smart move with the creation of its own soccer team, Los Cheetahs, and tournament.
As part of a new campaign, Los Cheetahs are scheduled to play their "rivals," Los Jefes, in a series of games. The nationwide tour kicks off on Nov. 8 in Long Beach, CA, when Los Cheetahs will play their first game at a custom-built beachfront soccer stadium. After that, the teams will traverse the U.S. to showcase their fancy footwork—and the Cheetos brand, of course.
Los Cheetahs, a name inspired by the brand's Chester Cheetah character, won’t be giving the English Premier League or Major League Soccer any competition, however. This team is basically the Harlem Globetrotters of soccer with a slew of tricksters ready to juggle, trick shot, and get fans cheering throughout the game.Continue reading...
Posted by Sheila Shayon on October 29, 2014 11:42 AM
GE is promoting predictive maintenance and optimization services for more than $1 trillion worth of connected industrial equipment, including locomotives, medical equipment and jet engines. Impressive figure but not a very sexy subject, you might think, to generate buzz and conversation about the Internet of things.
That's why GE CMO Beth Comstock has been praised for her ability to use human connections to power B2B corporate storytelling (credit all those hours in-flight for having time to spark her imagination) and willingness to test leading-edge social and tech channels.
Case in point: GE's new tie-in with Yo, the head-scratching app that features a single word that marketers have been trying to figure out.Continue reading...
Posted by Dale Buss on October 29, 2014 10:01 AM
When Rip Esselstyn published his book in 2009, The Engine 2 Diet: The Texas Firefighter's 28-Day Save-Your-Life Plan That Lowers Cholesterol and Burns Away the Pounds, it became a New York Times best-selling tome in the long tradition of fitness and weight-loss regimens.
While a firefighter might seem like an unlikely apostle of a low-fat, vegan diet, his father and grandfather were physicians and plant-based diet pioneers.
Similarly, Mike Schall has brought a surprisingly appropriate background to the job of brand development director for Engine 2. He had been a top executive at a number of food companies and then president of the Guiltless Gourmet brand in the early days of the natural-food boom.Continue reading...
Posted by Dale Buss on October 29, 2014 09:43 AM
BSkyB invests $7 million in US youth-focused Whistle Sports YouTube channel, home to Jeremy Lin selfies (above), while Rent the Runway raises $50 million.
Facebook vows aggressive spending but hasn't closed "Google gap" as mobile generates two-thirds of ad revenue.
Taco Bell goes dark (temporarily) on social media to push fans to mobile.
Fiat to spin off Ferrari as a separate company.
Costco vows to stay closed on Thanksgiving.Continue reading...
Posted by Mark J. Miller on October 28, 2014 04:53 PM
The Kardashians are still pretty popular but they seem a bit like aging relics so it is fitting that the most famous member of the family, Kim Kardashian West, has thrown the limited amount of weight she has behind a product that also seems to be fading from public relevance: the BlackBerry.
Mrs. Kanye West, who was on-stage to talk about her experience as a new mobile app entrepreneur, told attendees at Re/code's Code Mobile conference in San Francisco's Bay Area that she is so fond of her BlackBerry Bold that she keeps three with her at all times and also buys backups on eBay.
"I love my BlackBerry,” she stated. “I don't understand the reaction I get when I say that. It's my heart and soul, I love it and I'll never get rid of it." Continue reading...
Posted by Dale Buss on October 28, 2014 03:31 PM
When Ford committed to revive its flagging Lincoln luxury franchise a couple of years ago, it wasn't publicly understood that then-CEO Alan Mulally actually wasn't wild about the idea. That partially explains why Ford has been so slow to actually reinvent Lincoln—as contrasted with just talking about it—and why current CEO Mark Fields still seems to have so far to go to make Lincoln a truly relevant and strong player in the luxury market again.
But that's not stopping Ford from moving ahead in its key market of China, where Lincoln this week officially launched a new line of vehicles specifically tailored for mainland tastes. Lincoln is promoting its mid-sized sedan, MKZ, in China, along with a smaller MKC utility vehicle, another new version of which is going on sale in the United States.
"We believe Lincoln's highly competitive products, coupled with its innovative and personalized ownership experience, will provide our customers with a totally differentiated offering on today's competitive luxury auto market in China," stated John Lawler, chairman and CEO of Ford China, in a press release.
Well aware that the Lincoln brand is virtually unknown in the market, a trio of ads featuring Chinese artists is now rolling out to highlight the artistry and luxury of the marque.Continue reading...