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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