Posted by Dale Buss on February 28, 2014 05:51 PM
With barely a breather since Sochi, big brand marketers are now ready to strut the red carpet to the next tentpole-marketing event: Sunday's Academy Awards on ABC. Often called the "Super Bowl for Women," the Oscars promise to be a huge draw as they finish up a first-quarter season of extraordinary high-profile marketing opportunities for brands that are willing to invest.
The Oscars promise to draw ads from more than a dozen brands including Chevrolet, Coldwell Banker, Lipton, Mars, JCPenney, Pepsi and Unilever. And a growing number of these brands also are building experiential marketing efforts as well as social media engagements around their TV ads during the actual 86th Annual Academy Awards.
However, at least two well-known brands with close past alliances to the Oscars decided not to return this year: Coca-Cola and Hyundai. It begs the question whether the Oscars have hit the same sort of advertising plateau as the Super Bowl, whose ads, studies show, don't have nearly as large of a consumer impact as one would think for such a hefty price tag.
With or without Coke, other brands are taking advantage of the captive Oscars audience and treating the lead-up much the same as the Super Bowl; teasing and full-on releasing their campaigns beforehand—a newer tactic whose payoff isn't quite measurable yet as compared to the typical build-up and big reveal strategy of previous years.
Here's a look at this year's brands hitting the red carpet:Continue reading...
Posted by Dale Buss on January 17, 2014 09:25 AM
Best Buy saw cheaper-price strategy fizzle for Christmas.
Target tests small store for urban shoppers.
Google tests "smart" contact lens.
Bitcoin breaks into NBA.
Black + Decker redesigns brand.
Cadbury takes "wearable tech" to whole new level.
Campbell marks 80th anniversary of condensed chicken-noodle soup with social campaign.
Chevrolet boosts presence in Russia.
Coldwell Banker creats pre-launch buzz for Grammys spot.
Domino's plans to remodel all restaurants by 2017.Continue reading...
Posted by Alicia Ciccone on October 1, 2013 01:41 PM
Coldwell Banker's 'Value of a Home' campaign has ended with quite a bang—or a rap. The month-long interactive campaign asked people from around the world to share "what home means to them,"—an effort that culminated in an international film festival and YouTube video contest.
The contest, dubbed 'Life, Camera, Action," allowed fans to vote for their favorite user-submitted video, which had to capture homeowners (and dwellers) sharing why their home is special. While it was a pretty even split of entries featuring cute kids and playful pets, a set of twins from Nevada captured the most hearts.Continue reading...
Posted by Mark J. Miller on September 9, 2013 05:51 PM
While real-estate brokers and insurance adjustors have tried-and-true, hard ways of evaluating the values of homes, that task is a bit more complicated when it's the opinion of the homeowner.
US-based real estate brokerage Coldwell Banker knows it's hard to put a value on a a first home, where a child took their first steps or the place where a family shares dinner every night. With that, the firm launched its "Value of a Home" campaign in the US, but decided to take the concept global with an international film festival to showcase the meaning of 'home' from points around the world.Continue reading...
Posted by Shirley Brady on February 25, 2013 10:02 AM
As promised, a slew of new ad campaigns made their red carpet debut during the Oscars telecast Sunday night on ABC and in local markets. Below, check out new campaigns for Samsung Mobile (starring director Tim Burton and a unicorn), Kristen Chenoweth for Royal Caribbean, Jennifer Aniston for Aveeno, Naomi Watts for Pantene and more. Then tell us which (if any) you think deserve best in show—and which marketers should have saved a million dollars or so.Continue reading...
Posted by Sheila Shayon on March 20, 2012 06:05 PM
Is the head of a company or brand the most effective spokesperson? Not every CEO, after all, can be Richard Branson or "Papa John" Schnatter.
Ace Metrix’s latest white paper, “CEOs in Advertisements: What Happens When the Boss Steps into the Spotlight?” reveals that the CEO doesn't need to have a cult of personality and be a household name to help put a positive face on the brand.Continue reading...
Posted by Shirley Brady on January 6, 2012 05:06 PM
For Coldwell Banker's Generation Blue Experience annual sales conference that kicks off in New Orleans on Feb. 29th, the company's marketing team is featuring the next generation of millennials who are driving innovation: a group of young agents who are pioneering collaboration via digital and social media. They're featured in a main-stage panel at the #genblue confab — and in a slick video befitting their age, locale and — we'll go ahead and say it — good looks.
The dozen or so social-savvy agents, who are based in Miami's South Beach area, "are changing the way agents traditionally approach their business. They are collaborating with each other to help promote each other's listings and learn from one another. Led by their manager, Nancy Corey, the New Wave Group personifies the core qualities of what it means to be part of Gen Blue."
A blog post elaborates:Continue reading...