brand strategy

5 Questions with Coldwell Banker's David Marine, VP Brand Engagement

Posted by Mark J. Miller on June 17, 2014 03:56 PM

Today, Coldwell Banker kicked off its latest branded content partnership with BuzzFeed, where the real estate brand will be sponsoring content like “15 Things That Happen When Your Parents Sell Your Childhood Home,” and “74 Thoughts Everyone Has When Buying Their First Home."

The partnership follows the brand's recent tie-up with Major League Baseball in a sponsored video series, Coldwell Banker Home Field Advantage, that follows baseball greats into their homes, as well as the brand's own film festival, which helped engage consumers around the world as they hopes to capture the meaning of "home." 

With content increasingly becoming the "it" platform for advertising, Coldwell Banker's VP of brand engagement, David Marine, gave brandchannel a look into the brand's marketing strategy.Continue reading...

brand news

Brand News: Cannes Day 2, GM Passes 20M Recalls and more

Posted by Shirley Brady on June 17, 2014 08:52 AM

In day two of Cannes Lions festival, Yahoo pitches Tumblr to creatives in pitch as Pinterest unveils first ad.

GM blames engineer for faulty ignition switches as recalls pass 20 million vehicles with latest round.

American Express ramps up pursuit of the masses.

Apple settles e-book price-fixing suit, prepares to unleash more emojis.

AT&T will exclusively carry Amazon's smartphone, according to WSJ.

MORE BRAND NEWS

Coldwell Banker partners with near-billionaire BuzzFeed for native advertising.

Delta apologizes for World Cup USA win tweet.

Dr. Oz scolded at hearing over ties to weight loss scams.

Facebook challenges brand marketers as Slingshot app takes on Snapchat.Continue reading...

branded entertainment

Batter Up: Coldwell Banker Gets On MLB's Branded Content Roster

Posted by Mark J. Miller on May 14, 2014 10:42 AM

Coldwell Banker has been tailing Major League Baseball for a few years now, advertising on such programs as "Baseball Tonight" and others. After all, the real-estate market tends to follow the same pattern of baseball with houses coming onto the market in spring and early summer and sales dropping off during the winter months.  

And now the partnership has entered an entirely new ball field: branded video content.

The real-estate company and MLB today launched Coldwell Banker Home Field Advantage, a 13-week series of Coldwell Banker-branded videos that feature 13 major leaguers and famed former players opening their homes to Coldwell Banker's cameras. A new video featuring MLB stars like the New York Yankees' CC Sabathia, Dodgers' great Steve Garvey, and Houston Astros' Dexter Fowler will debut every Wednesday through the end of July.

"We identified markets that were important to us," David Marine, vice president of brand engagement for Coldwell Banker told brandchannel. "And then we found the players there that had the most interesting story to tell about their homes. The idea is that home-owning isn't just something monetary. There is a lot more to it than that."Continue reading...

red carpet

Big Ad Season for Brands Wraps Up This Weekend with Oscars Showdown

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...

brand news

In the News: Best Buy, Target, Google and more

Posted by Dale Buss on January 17, 2014 09:25 AM

In the News

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...

web watch

Cute Kids Rap Wins Hearts and Votes in Coldwell Banker 'Home' Contest

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...

campaigns

Coldwell Banker Launches Film Festival to Capture the Meaning of 'Home'

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...

red carpet

2013 Oscars: Brands Seek Star Power With Tim Burton, Jennifer Aniston, Naomi Watts and more

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...

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