Posted by Rami Levi on September 2, 2014 03:03 PM
Call it a modern day miracle, but a candy brand has firmly associated itself with athleticism. The beautiful branded partnership between Seattle Seahawks running back Marshawn Lynch and the Mars-owned Skittles continued today with the release of a hilariously branded “training video.”
The video features the Seahawks star pushing through a rigorous training session with the help of his sugary friends. In light of the astronomical bidding war between Nike and Under Armour over the coveted feet of Kevin Durant, the video demonstrates the power a partnership born organically from genuine mutual interest between endorser and brand.
The love affair between Skittles and Lynch, aka Beast Mode, has been well-documented. After a few seasons of free publicity—TV broadcasts often catch Lynch snacking on Skittles during games—Skittles signed Lynch to a deal just before Super Bowl 48. Immediately following the signing, Skittles implemented a fairly standard sponsorship strategy with the launch of a limited edition Seattle Mix and donating to Lynch’s foundation during the Super Bowl.
But Skittles, known for its eccentric mastery of social media content, is just beginning to explore the creative possibilities of a “beast mode brand.”Continue reading...
Posted by Paula Pou on August 29, 2014 03:58 PM
Every August, thousands of Elvis Presley fans descend upon Graceland to pay their respects to the King. Elvis Week, as the annual event has become known, is a celebration of the rock and roll icon’s life, and consists of concerts, movie screenings and candle vigils. This year’s event marked the 38th anniversary of Presley’s death, and while it wasn’t a landmark anniversary, change was in the air.
And there’s good reason: Graceland is under new management. It’s not news that the Presley family no longer has majority control over Elvis’s intellectual property or management of Graceland itself—Lisa Marie sold that in 2005. But, in late 2013, National Entertainment Collectibles Association founder Joel Weinshanker acquired the rights to operate Graceland and its related properties in partnership with the Presley family and Authentic Brands Group (ABG). As part of that same transaction, ABG bought the Elvis intellectual property and oversees licensing and merchandising for the brand.
The duo of brand managers have helped revive the King's brand for a new generation of fans, including the introduction of an iPad tour narrated by John Stamos, a 450-room hotel that will open next fall, and a deal with Pulse Evolution to bring The King back to life with holographic performances for live shows, films and ads.
On the heels of this year’s Elvis Week, brandchannel chatted with Weinshanker, managing partner of Graceland, and ABG’s President and CMO Nick Woodhouse to find out what else the future holds for Elvis.Continue reading...
Posted by Mark J. Miller on August 28, 2014 11:23 AM
America’s premier tennis event, the US Open, got underway in Queens earlier this week and with it came a lot of expectations for one particular player: 17-time Grand Slam winner Roger Federer.
Federer had a rough year in 2013, but he seems to have gotten his groove back, barely losing to world No. 1 Novak Djokovic at Wimbledon this summer and picking up three tournament wins this year. While Federer's wins on the court may have taken a little hiatus, his professional brand hasn't skipped a beat.
Sponsor Nike released Fed's new line of tennis shoes to much fanfare after the athlete debuted the new kicks on the court Tuesday, where fellow Nike partner, sports star and design inspiration Michael Jordan looked on.
The legendary athletes actually worked together to develop the new tennis shoes, which are based on the Air Jodan 3, which came out in 1988 just when Federer was getting into sports. Nike designer Tinker Hatfield, who designed the Jordan 3, also designed Federer’s Zoom Vapor AJ 3.Continue reading...
Posted by Mark J. Miller on August 1, 2014 06:20 PM
will.i.am is not afraid to share his creative vision with any brand willing to pay to hear his thoughts. The artist formerly known as Michael Adams has previously helped Intel and Coca-Cola shape their creative vision and new products and is now lending himself to Lexus Europe.
Lexus Europe is launching a new Lexus NX model and will.i.am will design his own limited-edition “sharply styled, premium, mid-size SUV” as part of it, according to Marketing Magazine. He’ll also star in the brand's Striking Angles campaign.
"We’re really excited to be working with will.i.am,” said Alain Uyttenhoven, head of Lexus Europe, Marketing Magazine reports. “His unrivalled passion for design and innovation, coupled with his incredible creativity, makes him the perfect partner for our Lexus NX 'Striking Angles' campaign."
But this isn't the artist's first rodeo with Lexus. Only a month ago, Lexus sponsored Pyramidi, “the debut gallery artwork by will.i.am,” according to The Auto Channel. The artwork was displayed at a gallery in London and “explores the interface between analogue and digital music in a live gallery experience featuring project-mapped visuals accompanied by a new song composed by will.i.am.”Continue reading...
Posted by Sheila Shayon on July 24, 2014 03:55 PM
It’s not enough to just be a superstar these days, with millions of adoring fans and multitudes of followers on social media. Instead, celebrities from all walks of life are turning their personal brands into actual businesses with products and services that you never knew you needed.
Case in point: Kim Kardashian's blockbuster mobile game “Kim Kardashian: Hollywood.” The Sims-like game is sitting at No. 1 on the iTunes free app chart and reportedly brought in $200 million in the few months that it's been live. Kardashian, according to Forbes, will take home around $85 million of that thanks to her near 50 percent stake in the game. While the game "is ridiculous. It’s laughable. It grates on your nerves after awhile," the Washington Post reports, "it’s nearly impossible to look away.”
Reflecting the Kardashian brand, now a multimillion-dollar empire, the app lets users achieve various levels of gameplay on their way to becoming an “A-list” celebrity with Kim as a guide. In-app purchases of Kim Coins drive revenue through the roof for the fairly simple app, which has a 5-star rating.Continue reading...
Posted by Sheila Shayon on June 24, 2014 07:20 PM
The world of celebrity-endorsed products knows no bounds. That's why Mariah Carey and Jay Z have teamed up with former Def Jam CEO Kevin Liles on two new, interactive beverages: Butterfly and 40/40.
The beverage bottles deliver exclusive content to super-fans via the Go N'Syde app. “With Go N’Syde, an artist like Mariah can program this every day. She could say, ‘Hey I just got out of the studio, why don’t you go inside Butterfly with me right now?’ And then you’ll see her studio,” said Liles, now chief creative officer and exclusive Curator of Content for Go N’Syde.
Simply hold a smartphone up to a Go N’Syde bottle and an interactive menu appears, sans bar code or QR code, offering photos, videos, sweepstakes offers and more to fans, much like Lady Gaga tried to do with her community for her "Little Monsters."
“We’re really creating it so that you get a real Mariah Carey life experience, by scanning the bottle and going inside,” he added. “So when you purchase a bottle you have an antenna into Jay Z or Mariah’s network, and that’s what’s so exciting about it.”Continue reading...
Posted by Abe Sauer on May 28, 2014 06:03 PM
After a few weeks worth of speculation and one very viral video, Apple officially announced today that it is acquiring Beats Electronics and its streaming music service, Beats Music, for $3 billion—its largest acquisition to date—and is bringing co-founders Dr. Dre and Jimmy Iovine on board at Apple.
“Music is such an important part of all of our lives and holds a special place within our hearts at Apple,” said Tim Cook, Apple’s CEO, in a press release. “That’s why we have kept investing in music and are bringing together these extraordinary teams so we can continue to create the most innovative music products and services in the world.”
Indeed, Apple altered the world of music with its iPod MP3 players and iTunes service—one of the only online music marketplaces widely supported by the music industry. But what many may not know is that Beats co-founder and record label executive Iovine has long played a significant role in the adoption and growth of Apple's music products, including securing product placement deals for Steve Jobs and using his leverage in the entertainment industry to help promote the iPod, as Apple Insider notes.Continue reading...
Posted by Abe Sauer on March 9, 2014 06:13 PM
Little Monsters will be storming the Doritos #BoldStage at South by SouthWest this week, aka the next generation's Dylan-goes-electric moment.
Forget Grumpy Cat, 3D-printed Oreos and Cronut fever—this year's SXSW meme-tastic moment is happening with a hand from the PepsiCo-owned snack brand, which is bringing pop sensation Lady Gaga to Austin for an "intimate" performance to benefit the singer's Born This Way Foundation.
Of course, this isn't any old branded concert, as Gaga will perform inside a four story vending machine filled with—what else—Doritos bags. Fans will only gain admission to the exclusive concert after accepted a series of "bold challenges" from Doritos.Continue reading...