cause marketing

Love Has No Labels PSA Goes Viral With 14 Million Views on Facebook

Posted by Shirley Brady on March 3, 2015 03:07 PM

The Ad Council today released the commercial for Love Has No Labels, a public service campaign that debuted as a social media logo takeover involving leading brands during February's Black History Month and Valentine's Day.

Featuring "Same Love" by Macklemore and Ryan Lewis with Mary Lambert, the new video shows couples embracing behind an x-ray screen that shows a skeletal view to a puzzled crowd—until they reveal themselves as the diverse, loving couple that they are.Continue reading...

campaigns

As I'm Lovin' It Reboots, McDonald’s Learns that Lovin’ Ain’t Cheap

Posted by Justin Dean on February 23, 2015 02:16 PM

Fast on the heels of its efforts to refresh its brand in the eyes and social feeds of Millennials, McDonald’s has expanded its “I’m Lovin’ It” refresh strategy with its Pay With Lovin' campaign, which launched during the Super Bowl. 

The promotion saw random guests of the restaurant selected at point-of-purchase to pay with loving gestures of their choice, which could range from calling their moms and hugs to fist-bumps and doing a little dance.

Beyond the bouts of public embarrassment and pleasant surprises, early research reveals only a slight uptick in the brand’s word-of-mouth and purchase consideration, and a minimal—possibly even decreased—impact on buzz.Continue reading...

brand strategy

McDonald’s Spreads Lovin' Through Graffiti for Black History Month

Posted by Mark J. Miller on February 18, 2015 11:34 AM

As comedian Chris Rock has pointed out, Black History Month is not only in the shortest month of the year, it's also the coldest—so don't expect to see many parades. But McDonald’s US is on a mission to extend the month into an all-year event. The brand launched 365Black.com last year as a Tumblr-based portal to help push the message.

As part of that effort the fast food giant has teamed up with a group of graffiti artists in Oakland, California, a collective that goes by the name of AeroSoul, for what it's calling the "Spread Lovin’" campaign—the next leg of its "I'm Lovin' It" reboot this year after the Super Bowl's "Pay With Lovin'" campaign.

The artists helping spread McDonald's message visually in their neighborhoods are part of the collective because they want to preserve and promote African art and pride, and use graffiti as a platform for positive messaging to inspire kids to remember that there is possibility and love in the world.Continue reading...

brand news

Brand News: NBA/MLK, Google Glass, Super Bowl and more

Posted by Dale Buss on January 16, 2015 09:12 AM

TOP STORIES:

Google stops selling Glass in bid to launch more consumer-friendly version.

Sony joins Target in closing Canadian stores as Wet Seal files for bankruptcy.

Apple, Google, Intel, and Adobe settle US suit over employee poaching for $415 million.

RadioShack is said to be in talks to sell stores to Sprint.

NBA MLK Day promo celebrates the league's African American "barrier breakers."Continue reading...

sporting brands

Nike is Going Back to the Future—and Black to the Future

Posted by Shirley Brady on January 8, 2015 10:40 AM

Nike is going back to the past, but with a fresh eye to the future.

In response to fans' clamoring for the Air Mag shoe from Back to the Future II, which can now be found on eBay for thousands of dollars per pair, Nike innovation head Tinker Hatfield confirmed this week that the power-lacing sneaker will be released this year.

And in the more immediate future, in a nod not to its own history but to American sports history, Nike's upcoming limited-edition collection for February's Black History Month is a bold and graphic collection that celebrates the past while looking to the future.

“Sport is an incredible platform to inspire and encourage positive social change,” stated Michael Jackson, Nike's VP and GM of Global Basketball. “Our 2015 Black History Month Collection honors and celebrates the athletes and leaders who have influenced global culture and have paved the way for our next generation.”

diversity watch

When Will Black History Month Stop Being a Marketing Hook?

Posted by Mark J. Miller on February 6, 2012 01:24 PM

This February marks the 36th annual Black History Month in America, and the marketing geniuses at Nike are showing that the brand's got the spirit by releasing three different BHM-themed shoes that are tied to three of their biggest basketball endorsers: Kobe Bryant, LeBron James, and Kevin Durant.

Nike Blog reports that the release date and prices for the James and Durant shoes haven’t been named yet, but for only $140, fans of Black History Month can show it off all year long with a pair of Kobe shoes.

Of course there are plenty of other ways that marketers think you could be showing your BHM pride, too. 

And don’t think Heineken US doesn’t have the BHM spirit! The brand is sponsoring its second annual Black History Month art competition, which will garner the winner five grand and the opportunity to “have their artwork showcased in an upcoming marketing campaign” for the brewer, according to TrendHunter.com. We’re talking placement in national print, digital, in-store point of sale, and out of home advertising in 2013. And all you have to do to submit art is “like” the Heineken US Facebook page.

The judging of the submissions, of course, will be on originality and creativity as well its “representation of black history,” naturally, and, of course!, “the spirit of the Heineken brand,” TrendHunter reports.

U.S. cable TV networks (beyond BET) have long jumped on Black History Month for programming. This year, naturally, social and digital marketing is coming into play, too.Continue reading...

brand news

In the News: Amazon, Sierra Club, Mad Men and more

Posted by Dale Buss on February 3, 2012 09:05 AM

In the NewsAMR CEO defends job cuts at American Airlines.

AOL doubles down with investment in Huffington Post streaming TV network.

Apple dealt legal setback against Motorola, expands patent fight with Samsung.

Amazon could burn through its cash.

AstraZeneca plans to cut another 7,300 jobs.

Banana Republic brings back Mad Men collection with AMC.

Chipotle holds the line on pricing.

Chrysler re-launches in U.K. with Super Bowl spot on Sky.

Coca-Cola ties effort encouraging teens to Black History Month.Continue reading...

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