Posted by Sheila Shayon on February 20, 2013 06:01 PM
This year, the 85th Academy Awards takes on a new name with a younger tone, "The Oscars."
"We're rebranding it," Oscars co-producer Neil Meron told The Wrap. "We're not calling it 'the 85th annual Academy Awards,' which keeps it mired somewhat in a musty way. It's called 'The Oscars.'"
Still pursuing a younger demographic despite the failure of James Franco and Anne Hathaway as co-hosts in 2011, the Academy of Motion Picture Arts and Sciences publicist Teni Melidonian said, "It is right for this show, but we could easily go back to using 'Academy Awards' next year."
"It'll be like the Grammys,” Meron added. “The Grammys don't get a number, and neither will the Oscars." The awards show hit a ratings high of 55 million in 1998, the year of Titanic, but have been on a decline ever since.Continue reading...
Posted by Dale Buss on February 19, 2013 03:08 PM
Best Buy is confident that it will kill "showrooming" once and for all beginning March 3.
The electronics retailer has announced that it plans to launch a "Low Price Guarantee" policy under which it will price-match all local retail competitors along with 19 "major online competitors" in all product categories, whenever a customer asks for it. That way, Best Buy's reasoning goes, shoppers will have absolutely no incentive to "showroom" by doing their research in the store and then ordering the merchandise less expensively online.
"There is no doubt that this new policy ends showrooming for Best Buy customers," a company spokesman told Bloomberg.
That's the hope, at least, although along with the new showrooming policy—or, actually, as part of it—Best Buy now will accept returned merchandise only for 15 days after the date of purchase instead of 30 days. It also will price-match purchases within 15 days if it has lowered its own price for a product in the store or online.Continue reading...
Posted by Dale Buss on January 31, 2013 12:02 PM
One of the dangers for brands in releasing Super Bowl ads and teasers early is that it allows the criticism to start early as well.
That's what various brands are facing even before kickoff of the Big Game, as Coca-Cola is the latest brand feeling the heat over its pre-Game teaser. Coke is getting criticized for its depiction of Arabs in its desert-set spot, above, while Volkswagen undergoes more examination of the Jamaican accents of the white characters in its "Get Happy" spot.
In other game-related brand developments leading into Sunday's big game, Samsung just released its Super Bowl ad teaser, "El Plato Supreme," featuring Seth Rogen and Paul Rudd pitching their ideas for Samsung's Big Game ad: "The Next Big Thing," a 2-minute spot directed by Jon Favreau, that will air during the 4th quarter of Super Bowl XLVII on Sunday. This is the second year Samsung Mobile has an ad running during the Super Bowl:Continue reading...
Posted by Dale Buss on January 25, 2013 06:10 PM
Above: Tracy Morgan in a teaser for Kraft's Super Bowl ad for its Mio water mix-ins.
There's no doubting the need or the stakes. That's why it isn't too surprising Research in Motion revealed on Friday that it will air a 30-second advertisement for its new BlackBerry 10 smartphone and operating system during the Super Bowl on Feb. 3.
BlackBerry's market share has dwindled, of course, in the wake of the onslaught by Apple, Google and Samsung on the smartphone market. Yet RIM executives have been maintaining that the 10 — with an all-new modus operandi and hardware — is not only the company's last chance, but also a game-changer. They're scheduled to reveal details on Wednesday.
"A Super Bowl commercial is a great opportunity to show the redesigned, re-engineered and reinvented BlackBerry to tens of millions of consumers on the largest advertising stage of the year," RIM CMO Frank Boulben said in a statement. The company already staged an ad takeover of the home page of the New York Times website in December.Continue reading...
Posted by Barry Silverstein on April 12, 2012 01:58 PM
It's always a challenge for a brand to shift its demographic focus. But that's what Denny's hopes to do, with a novel Web-only campaign.
The restaurant chain, whose television advertising generally targets families and older consumers, is breaking out of traditional media with a video series running only on CollegeHumor.com, with little mention elsewhere except Denny's Facebook page. The series launched about a year ago; "Season Two" has just begun.
Called "Always Open," the web video series, according to Denny's chief marketing officer Frances Allen, is designed to bring Denny's pitch, "America's Diner is Always Open," to Millennials, ages roughly 18 to 30. Allen tells the New York Times that the new video series offers "an engaging brand moment for millennials" that "communicates our brand message that diners are really welcoming places where everyone can come as they are."Continue reading...
Posted by Shirley Brady on March 7, 2011 10:00 AM
Last June, Jason Bateman and Will Arnett introduced DumbDumb, a production company backed by Ben Silverman's Electus to create original web comedies for brands, starting with Orbit gum.
Add Denny's to that roster with Always Open with David Koechner, a new web series that reinforces its "America's Diner is Always Open" campaign. It stars Koechner — who you may recognize from his recurring role on NBC's The Office — chatting with a cast of fellow comics that includes Bateman and Arnett, plus Kristen Bell, Sarah Silverman, Amy Poehler, and Will Forte.
Watch the trailer above, and the first episode below.Continue reading...