week in review
Posted by brandchannel staff on October 31, 2014 03:30 PM
Our most-read blog posts of the week:
Athos, Ralph Lauren Up the Ante on Wearable Technology
Dos Equis Uses Oculus Rift for Most Interesting Halloween Masquerade
GE Goes Loco for Yo App
The North Face: This Land is Your Land, America, So Preserve It
OK Go Take Honda Robotic Unicycles for a Spin in New Video
Lincoln Launches in China with Moody, Artistic Campaign
Coca-Cola Names New CMO to Reinvigorate Brands and Sales
Brands Find Sustainability Moving to the Top of Major CSR Initiatives
Huawei Announces First US Sports Sponsorship: The Washington Redskins
Boo Who? 27 Halloween '14 Ads You Might Have Missed
sip on this
Posted by Dale Buss on October 31, 2014 02:55 PM
The world still thirsts for coffee, according to the 10 percent rise in Starbucks' third-quarter sales. So why not make it even easier to buy that morning java?
Indeed, Starbucks now plans to test delivery in the second half of 2015 in certain markets, according to the Wall Street Journal. In those as-yet-unnamed markets, Starbucks will be replacing the iconic morning tableau of long lines and endless vehicles in its drive-throughs with a much more convenient—albeit presumably more expensive—alternative.
"Imagine the ability to create a standing order of Starbucks delivered hot to your desk daily," is how Starbucks CEO Howard Schultz painted the picture on a call with investors. "That's our version of e-commerce on steroids.
and now, a word from our sponsor | branded content
Posted by Abe Sauer on October 31, 2014 01:45 PM
The Pitch: "Out of this World" for Nike Football
The Plot: Superhero Cristiano Ronaldo journeys to El Clásico on behalf of the Mercurial Superfly CR7 shoes.
The Verdict: The World Cup may be over but Ronaldo remains as popular as ever.
Posted by Mark J. Miller on October 31, 2014 12:55 PM
Last night, LeBron James made his first home appearance for the Cleveland Cavaliers in four seasons to much expectation. The city’s hopes for a championship is resting firmly on his shoulders, a responsibility that has been chronicled by ads celebrating his homecoming from pretty much every brand he endorses (and there are many
)—Nike, Beats by Dre, Sprite, Dunkin' Donuts, Samsung, Kia and State Farm, among others.
James, however, only scored
with five of the 17 shots he put up, and turned the ball over to the winning New York Knicks eight times. "It was a special night," James said, according to
ESPN. "But I'm also glad it's over."
It's going to take more than a few such mediocre performances for the James lovefest to dissipate in Cleveland, though, and brands are still jumping in on the game. Continue reading...
Posted by Sheila Shayon on October 31, 2014 10:44 AM
Corporate citizenship campaigns are becoming increasingly innovative as brands strive to amp up their sustainable image in light of growing consumer attention.
Case in point: Harley-Davidson and The Nature Conservancy have joined forces, and the unlikely pair has a shared goal: Mobilize a dedicated global community (hog riders) to raise enough funds to plant 50 million trees worldwide by 2025.Continue reading...
Posted by Dale Buss on October 31, 2014 09:16 AM
Chevrolet rolls big with #ChevyGuy tongue-tied World Series fumble with #technologyandstuff hashtag as GM halts deliveries of Colorado pickup for air-bag problem.
Honda and Takata are sued over air bag defects as US officials also home in.
Nestle commissions empathetic robot to sell Nescafe machines in Japan as the New Yorker profiles Lowe's robot.
Starbucks slates e-commerce delivery for 2015.
LeBron James returns to Cleveland with a loss to the Knicks but a stunning Nike ad among sponsor tributes. Continue reading...
Posted by Abe Sauer on October 30, 2014 09:04 PM
You know the IKEA spoof of The Shining—now take a look at what some other brands are doing with their Halloween advertising this year, from C to V:Continue reading...
Posted by Catherine Straut on October 30, 2014 04:01 PM
A successful mascot can make or break a brand. More than a marketing tool, brand characters can offer priceless longevity and recognition. Well before brands began engaging consumers with Twitter and Facebook, mascots were a key part of forging the humanization of corporations. Today, they are still used as an anchor for many a product and company’s campaigns, outreach and overarching narrative.
But not all mascots are created equal. Striking the right balance of timely and timeless while crafting a strong notion of personality and coining a catchy jingle or pithy tagline to solidify its presence in the consumer’s mind is no easy feat.
Why and how are some just a flash in the pan—or worse, an ongoing PR nightmare—while others become cultural phenomena or make the Madison Avenue Walk of Fame?Continue reading...