2014 Brandcameo Product Placement Awards

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Oreo Feeds the Beat During Day One of SXSW 2014

Posted by Sheila Shayon on March 7, 2014 06:49 PM

SXSW 2014 kicked off today in Austin, Texas, with the festival's film portion expected to attract 30,000 people alone. 

The interactive festival, better known as the launching pad for Twitter and Foursquare, has become "a living, breathing manifestation of the Internet where you can get all kinds of different inputs and all kinds of different ways of information and put them all together and somehow come out slightly better at the end of the whole experience," Hugh Forrest, the festival's interactive director, told NPR. 

This year's festival is a cultural mélange with a line-up that includes Edward Snowden, Neil deGrasse Tyson, Julian Assange and feline Internet sensation Grumpy Cat, as well as musical acts including Lady Gaga. Speakers include Google Chairman Eric Schmidt and SVP Sundar Pichai, as well as Dell CEO Michael Dell.Continue reading...

viral buzz

Watch the Hollywood Ad That May Result in $2 Million Fines for US Broadcasters

Posted by Abe Sauer on March 7, 2014 11:23 AM

Everyone knows the shrill shriek of the US' emergency broadcasting system. And while it may be a drill, it's no joke. The FCC is looking to hit Viacom, ESPN, and NBCUniversal with fines for running ads last year for the film Olympus Has Fallen because the ad featured the emergency alert system tones.Continue reading...

car talk

New Ford Mustang Demonstrates "Need for Speed"—Even with the Top Down

Posted by Dale Buss on February 27, 2014 06:38 PM

Ford keeps finding new ways to prime the pump for the widely awaited arrival of the new, 50th anniversary 2015 Ford Mustang this summer.

Two of the latest twists: The brand has developed a commercial promoting both the car and the upcoming film, Need for Speed, and it is taking extra steps to make sure the roof on its convertible version will be competitive—in roof kinds of metrics—with convertibles sold in Europe by the best German brands.

The original muscle car, Mustang, of course, long has been a favorite of movie directors, going back to Steve McQueen and Bullitt. So it's not much of a stretch to find Ford working with Scott Waugh, director of Need for Speed, on a commercial featuring Mustang that will debut on TV and in theaters this weekend.Continue reading...

brandcameo

The Envelope, Please: The 2014 Brandcameo Product Placement Awards

Posted by Abe Sauer on February 27, 2014 02:04 PM

Welcome to brandchannel's annual Brandcameo Product Placement Awards.

For more than a decade, Brandcameo has tracked product placement and brand appearances in every No. 1 film in Hollywood. Since 2004, the Brandcameo Awards have been honoring the good, the bad, and the ugly (and the most) product placement in tandem with the annual Oscars buzz.

If one thing is evident in the product placement industry, it's that brand cameos in films are on a steady decline. 2013's average of 9.1 product placements per No. 1 film is the lowest since 2001, when we first started tracking this space. With directors looking to de-clutter their work, producers looking to wrangle more marketing tie-ins off-screen and new film technology proving challenging for brand placements, the big screen is becoming less and less of a billboard for brands. 

This year, Brandcameo hands out awards for the best and worst product placement, the Lifetime Achievement Award, the Forrest Gump Award for Achievement in Reverse Product Placement, as well as awards in 14 other categories.

But there's no spoilers here. Check out the big winners (and losers) of the 2014 Brandcameo Product Placement Awards, covering films released in 2013, after the jump.Continue reading...

Hollywood Gears Up for Slew of Religious Releases, But for What Audience?

Posted by Abe Sauer on February 20, 2014 04:49 PM

"Noah was a righteous man, blameless among the people of his time."
— Genesis 5:32-10:1; New International Version

The amounting drama around the modern story of Noah, a $130 million retelling of the Old Testament's builder of the ark from Paramount Pictures, goes back to Nov. 2013. Then, test audiences leaked descriptions of the film that worried Christian leaders due to its interpretative retelling of Noah's story, including themes of environmentalism.

And the cheers and jeers are only about to get louder as the US is about to see a flood of faith-themed films that is going to severely test some long-held beliefs about Hollywood, Godliness and who has the power to motivate, lucrative Christian audiences.

Jump ahead about 140 days and nights and a new survey of Christian consumers about Noah, due out March 28, produced troubling results for the film's success. The Faith Driven Consumer survey found that "98 percent of its supporters were not 'satisfied' with Hollywood’s take on religious stories such as Noah." The survey's exact question: “As a Faith Driven Consumer, are you satisfied with a biblically themed movie—designed to appeal to you—which replaces the Bible’s core message with one created by Hollywood?”

Paramount Pictures immediately hit back against the survey. The studio said its internal research countered the Faith Driven Consumer results.Continue reading...

brand extensions

Lego Movie Is a Success Before Film Even Hits Theaters, But Is There a TM Issue?

Posted by Abe Sauer on February 6, 2014 02:54 PM

"The first step to recover from your brickdiction is to admit you are powerless over bricks." That's the opening sentence from the book Brickdiction: A Seven Step Recovery Guide for People Addicted to LEGO®

Of course the irony about the book Brickdiction is that it's just a gag gift for that Lego lover you know, another brick in the expanding Legonomy that is about to go to a brand new level with Friday's release of The Lego Movie. With a staggering 98 percent "fresh" rating so far on film rating site Rotten Tomatoes, The Lego Movie is winning praise from critics across the board. (The one stick-in-the-mud is the NY Post.) The movie is so successful, in fact, that a sequel is already being built before the film's official release date.

With brands falling over each other to get a piece of the Legonomy, the question is not if The Lego Movie will be a success for the Lego franchise but how much of a success.Continue reading...

campaigns

Sony Moves to Be One in New Multichannel Campaign

Posted by Mark J. Miller on January 16, 2014 05:34 PM

Sony Electronics' latest campaign aims to remind consumers just how ubiquitous its lineup of products and services are.

Sony's many corporate arms, including Sony Computer Entertainment, Sony Pictures Entertainment, Sony Music, and Sony Mobile, among others, are featured in the company's new "Be Moved" campaign alongside interviews with Sony engineers and highlights of Sony products.

"Technology is an extension of how we live our lives and the One Sony 'Be Moved' campaign tells individual stories of artists and engineers coming together to create experiences that make you feel more," Michael Fasulo, president and COO of Sony Electronics, said in a press release.Continue reading...

brands with a cause

20th Century Fox Builds Social Cred After Filmmaker Uses Ad Budget for Disaster Relief

Posted by Sheila Shayon on December 18, 2013 03:21 PM

Filmmaker Casey Neistat, of viral video hits such as Nike Fuelband's "Make It Count," was approached by 20th Century Fox to create a promo for the upcoming Ben Stiller movie, The Secret Life of Walter Mitty, as part of their "Live Your Dream" global campaign promoting the film. 

But Neistat had a different plan. Instead of spending the company's $25,000 budget on a trailer, Neistat asked if he too could 'live his dream' to go to the Philippines to chronicle the devastation from Typhoon Haiyan. “We were completely moved," Bettina Sherick, 20th Century Fox senior VP-international digital strategic marketing, told Ad Age. "That he would forgo making anything on the movie to truly live out his dream to help the typhoon victims, well, to risk sounding corny, it was a true Mitty Moment." 

The budget provided over 10,000 meals to victims, tools to 35 of the worst hit villages, and medicine to local organizations.Continue reading...

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