Posted by Abe Sauer on March 5, 2012 11:55 AM
The catchphrase of The Lorax — "Unless someone like you cares a whole awful lot, nothing's going to get better" — can mean a lot of different things depending on one's perspective when it comes to the marketing of Universal's record-breaking new #1 movie.
To purists, it means that unless consumers speak up, Hollywood's commercialization of Dr. Seuss, including signing a cross-promotional sponsorship deal with an automaker, the movie's environmental message is for naught. To Mazda, the brand that's ponying up for The Lorax tie-in, it means that unless some consumers care an awful lot, sales numbers are not going to get better.
But is the outrage about Mazda's Lorax partnership making "perfect" the enemy of "good" — and overlooking ?Continue reading...
Posted by Abe Sauer on February 29, 2012 03:31 PM
100 likes, 857 dislikes. That's the YouTube tally for the Mazda tie-in commercial for Dr. Seuss' The Lorax movie, based on the animated version of the kids' classic environmental-themed book that's hitting cinemas on March 2nd.
The comment "I'm absolutely disgusted with this! The REAL Lorax would never work with the Onceler. Mazda, stop using Dr. Seuss's material, it's only going to make your company look bad and downright stupid" has been voted up 28 times. Another irate comment, "Consider the movie and car both boycotted. WTF were you thinking?" is par for the course.
The shame of it? It all could have been avoided.Continue reading...
Posted by Sheila Shayon on February 27, 2012 11:29 AM
Visitors to Target's Facebook page will notice a Seussified version of the brand's iconic bullseye logo, tied to the retailer's cross-promotional marketing for Dr. Seuss' The Lorax movie, which opens on Friday. Look a little closer, and they'll also notice a tab that promotes group gift-giving.
The pitch for the just-launched FB app, called Give With Friends: "Going in on a group gift? It’s easy peasy with Target’s “Give with Friends”. Just choose an eGiftCard, invite people to pitch in, and surprise someone with something fun from the whole gang. Best part: You never even have to leave Facebook!"
The app is powered by ShopIgniter, a social commerce developer, which aims to create social buying experiences. Kevin Tate, ShopIgniter's CMO, told brandchannel the goal is “bringing ‘commerce’ to the conversation and content that brands have spent the last few years developing on the Social Web. We see Commerce as a key vehicle for these brands to monetize the (significant) investments they've made in their social presence."Continue reading...
Posted by Abe Sauer on February 24, 2012 06:05 PM
Mazda announced this week that it's on board for Universal Pictures' upcoming Dr. Seuss' The Lorax, which opens on March 2nd.
The deal helps Mazda cross-promote its "Seuss-ifed" 2013 Mazda CX-5 crossover SUV with a commercial, above, that features an animated version of the car driving through a valley of Truffula trees. More on The Lorax next week.
Opening this weekend, meanwhile, is a slate of films all featuring some level of product placement. First up: Tyler Perry's Apple Love Good Deeds.Continue reading...
Posted by Dale Buss on February 21, 2012 09:00 AM
Amazon's brand value soars 32% in Interbrand's 2012 Best Retail Brands report.
Apple's iPad challenger Proview is open to a settlement as Apple extends checks on Chinese suppliers. Apple also signed China Telecom as second iPhone seller.
Cabela's expands and rolls out smaller-store format.
Coca-Cola sponsors teen parties in Tanzania.
FedEx may be eyeing TNT Express.
Ford signals moderate growth and expansion in China.
Gap teams with fashion bloggers for Be Bright global launch.Continue reading...