2014 Brandcameo Product Placement Awards

corporate responsibility

Visa, MasterCard Team Up to Push for Better Credit Data Protections

Posted by Mark J. Miller on March 10, 2014 06:42 PM

As more information and new reports of data hacks continue to pour in, striking major retailers like Target, Neiman Marcus and others, the US is becoming increasingly aware of the many dangers associated with using debit and credit cards

MasterCard and Visa, whose businesses are eroded every time a consumer’s information is stolen, have decided to take action and are leading an effort to form a “cross-industry group to improve security for card transactions and press US retailers and banks to meet a 2015 deadline to adopt technology that would make it safer to pay with plastic,” Reuters reports.

Other members of the group include credit unions, banks, retailers, and industry trade associations, which are initially pushing for the implementation of technology already used in Europe and Asia—EMV cards—which “store information on computer chips rather than on traditional magnetic strips, making them harder to counterfeit,” according to the wire service.Continue reading...

mobile commerce

RBC Unveils Facebook-Enabled Mobile Payments at Canada's Ad Week

Posted by Alexandra Meyer on January 31, 2014 06:39 PM

The Royal Bank of Canada, the largest financial institution in the nation, is expanding its mobile commerce solutions with the ability to send Interac E-transfers through Facebook. 

During Canada's FFWD Advertising and Marketing Week’s panel on winning in a mobile-first world, Jeremy Bornstein, Head of Emerging Payments for RBC, announced the launch of Interac E-transfers through Facebook Canada's messenger. The launch signals RBC’s commitment to fulfilling its mission of becoming "Canada’s most innovative bank."

The feature initially launched on the company's iPad app in Dec. 2013 and is now accessible through its iPhone app, as well. According to Bornstein, one third of RBC bankers perform banking transactions exclusively though mobile.Continue reading...

lather, rinse, rebrand

Visa Elevates Digital Payments with New 'Everywhere' Brand Identity

Posted by Alicia Ciccone on January 14, 2014 10:51 AM

In today's digital world, consumers can complete transactions in nearly any setting: in a store, restaurant, on the go, and relatively in the middle of nowhere. Thanks to technology, making and accepting payments has never been easier to access, which is the defining principle behind the launch of Visa's new brand identity. 

As it prepares to venture to Sochi next month as a major partner of the Winter Olympic Games, Visa has embraced both the past and present in introducing its new tagline, "Everywhere You Want to Be." The 55-year-old digital payments company also introduced a refreshed logo, all of which will debut in the US in Visa's Sochi ad campaign.

The company has drawn on its past tagline, "It's everywhere you want to be," and spun it forward, as "everywhere" now takes on new meaning in a mobile, digital world.Continue reading...

branding together

Financial Brands Continue Love Affair With Sports Sponsorships

Posted by Mark J. Miller on November 11, 2013 02:18 PM

Financial services brands and sports go hand in hand (case in point: the Barclays Premier League). So it comes as no surprise that according to the most recent Sponsorium report, which tracks sponsorship and community investment dollars across the globe, financial companies this year have seen an average of “9% higher requested amounts for philanthropic donations than non-Financial industry brands” — and that the majority of those sponsorship requests are for sports.

According to the report, the “Financial industry’s sponsorship activity is focused primarily in Sports,” which makes up 52% of the sponsorship dollars the Financial industry spends. Arts came in second when it came to the industry’s sponsorship dollars, making that category “roughly 30% more popular than their global average for all industries.” When it comes to donations between $10,000 and $500,000, banks and other “financial brands are both asked for and are making larger-sized donations/grants than brands from other industries.”Continue reading...

mobile commerce

MasterCard Teams with Wired to Build Buying Power into Digital Content

Posted by Mark J. Miller on October 9, 2013 07:07 PM

Readers often come across products while reading stories about them, garnering interest and and intent to buy—eventually. But now Wired magazine has teamed up with MasterCard to make the page-to-purchase process and instant shopping satisfaction. 

Starting with the November tablet edition of Wired, which becomes available Oct. 15, readers will be able to simply click on products within the magazine’s content and dump it into a single shopping cart for purchasing, according to a press release. MasterCard’s technology for the effort is appropriately named ShopThis! and MasterPass.Continue reading...

brand evolution

MasterCard Moves to Engage with Socially-Tied, Content-Heavy Newsroom

Posted by Sheila Shayon on September 20, 2013 07:03 PM

MasterCard is continuing its transformation from a B2B company to a digital firm as it focuses on social interactions to better understand customers and clients, moving from consumer-facing conversation to outright engagement. 

After the successful launch of their Conversation Suite in May, “a real-time focus group” that tracks all mentions of MasterCard and the competition with results displayed on a giant 40 ft. LED screen, the financial services brand is launching The Engagement Bureau, the next iteration of the brand’s news sharing platform.

Along with a redesigned Cashless Pioneers Blog, the revamped newsroom will focus on creating a conversation place and publishing hub for the brand. The newsroom now features real-time tweets that populate at the bottom of the page where all news released by the company will be housed.Continue reading...

games people play

American Express Issues Branded Prepaid Cards to Woo League of Legends Gamers

Posted by Sheila Shayon on August 13, 2013 06:48 PM

American Express is attempting to woo elusive Millennial customers by going where no one would have predicted the venerable credit brand to ever go—online gaming. AmEx is targeting the millions of digital gamers that play League of Legends, a wildly popular online game from Riot Games that entered the market early-on in 2009. 

The initiative is driven by AmEx's prepaid debit cards, which will award users with Riot Points for purchasing characters and other extras inside the game with the card, which will feature images of characters from the game. For instance, signing up earns a user 1,000 points, while pre-loading $20 will earn an additional 1,000 points. Points continue to accrue with every dollar spent on the card, which features no activation fee, no minimum balance and no credit check. 

For American Express, digging deeper into the $425 billion prepaid card industry was a no-brainer, but critics warn that such a partnership could contribute to the "addictive quality of games"—surely a result that AmEx wouldn't be able to argue with as long as users are swiping their branded debit cards.Continue reading...

The Big Game

Intuit Contest Gives One Small Company the Ultimate Platform: a Super Bowl Ad

Posted by Dale Buss on July 31, 2013 07:03 PM

The winner of the Intuit Small Business Big Game contest will lay claim to an opportunity reserved for some of the world's biggest brands. With an advertisement during the telecast of the 2014 Super Bowl as the grand prize, the winning company could expect the 30-second commercial to provide a significant boost to business.

Intuit—which makes products such as TurboTax and QuickBooks that aim directly at small-business owners_kicked off a contest that will award one small business with the ad during the Big Game on February 2, during the third quarter. That's usually the highest-viewership time of the game.

Former Dallas Cowboys and Miami Dolphins head coach Jimmy Johnson, now a Fox NFL-telecast icon, and reality-TV personality Bill Rancic are promoting the contest, which will ask applicants to detail their challenges, offer tips and answer questions about their business experiences, according to USA Today.Continue reading...

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