The Big Game

Super Bowl Ads See Celebs, Car Brands Take Center Stage

Posted by Dale Buss on January 28, 2014 05:43 PM

No industry has come to define Super Bowl advertising quite like the car business. Automakers, after all, are among the biggest US advertisers and marketers by dollar volume. According to Kantar Media, the auto sector will be the biggest advertiser at the Super Bowl for the third straight year.

“It’s the right place,” Jon Swallen, Kantar Media’s research chief, told Bloomberg. “The Super Bowl attracts a broader audience than core sports fans who are male, skews higher income and is a perfect audience for auto brands.”

While some automakers such as BMW are saving their marketing dollars for the Sochi Olympics and other platforms, at least eight auto brands are planning to use Super Bowl commercials this Sunday as a platform to help achieve their greater goals for 2014—and beyond.

Hyundai and Chrysler, according to Kantar research cited by USA Today, made the top five biggest spenders in the past five Super Bowls, along with Bud Lite and Budweiser parent Anheuser Busch InBev, PepsiCo and Coca-Cola.

This year, 30-second Big Game spot on NBC costs $4 million, according to Adweek, while it has become standard practice to run pre-Game teasers (trailers, in a sense, of the Game Day spot), and viral videos promoted across YouTube, Twitter and Facebook with hashtags. One question is how much the pre-Game sneak peeks and reveals steals the thunder and surprise from in-game ads. A bigger question, for marketers' bosses, is whether watercooler buzz leads to sales.

Here's a snapshot of what auto brands are planning for Super Bowl XLVII, much of which has been revealed already by teasers and even full commercials and related cross-platform, digital and social campaigns. Watch below, and let us know your favorite so far in the comments below.Continue reading...

brand news

In the News: Samsung, Ford, Puma and more

Posted by Dale Buss on January 28, 2014 09:23 AM

In the News

Samsung keeps lead over Apple as Chinese smartphones gain share and evidence mounts that iPhone mania wanes.

Ford posts bullish earnings as company and James Franco get a jump on GM in Super Bowl promo.

Puma outfits English soccer club in brand-renewal attempt.

AT&T sees overwhelming demand for Beats music service.

Bitcoin exec accused of money laundering.

Comcast and Charter near deal for Time Warner Cable systems.

Disney finds success with ESPN app.

Gillette promotes Sochi Olympics campaign.

Girl Scouts test gluten-free cookies.

Google sees less geeky future with new glass designs, adding VSP prescriptions.

HSBC apologizes for UK ATM snafu. 

Honda exported more vehicles from US factories than it imported from Japan last year.Continue reading...

that's entertainment

Oscar is the Word: Academy Awards Officially Rebrand Show for 2013

Posted by Sheila Shayon on February 20, 2013 06:01 PM

This year, the 85th Academy Awards takes on a new name with a younger tone, "The Oscars."

"We're rebranding it," Oscars co-producer Neil Meron told The Wrap. "We're not calling it 'the 85th annual Academy Awards,' which keeps it mired somewhat in a musty way. It's called 'The Oscars.'"

Still pursuing a younger demographic despite the failure of James Franco and Anne Hathaway as co-hosts in 2011, the Academy of Motion Picture Arts and Sciences publicist Teni Melidonian said, "It is right for this show, but we could easily go back to using 'Academy Awards' next year."

"It'll be like the Grammys,” Meron added. “The Grammys don't get a number, and neither will the Oscars." The awards show hit a ratings high of 55 million in 1998, the year of Titanic, but have been on a decline ever since.Continue reading...

brand news

In the News: GM, UBS, Instagram and more

Posted by Dale Buss on December 19, 2012 09:01 AM

In the News

GM is buying back $200M shares from the U.S. government.

UBS fined $1.5 billion in growing Libor scandal.

Instagram backpedals following outcry on terms of service change enabling user images for ad purposes.

CW pulls plug on major placement platform with end of Gossip Girl.

DirecTV expands cross-platform reach.

Facebook's Mark Zuckerberg donates $500M to charity.

Grammys launches new social trivia game.Continue reading...

cause celeb

Smokey Robinson Rallies Celebs for Social Cause Marketing

Posted by Sheila Shayon on June 22, 2012 02:02 PM

Motown icon Smokey Robinson, social media savvy celeb activist? That's right, the iconic crooner known for hits such as I Heard it Through the Grapevine this week launched Smoke Alarm, described as a “a social media-based emergency broadcast system for causes.” 

Robinson is asking people to “Donate your social media feeds and help sound the alarm when projects need attention.” In partnership with ad agency Crispin Porter & Bogusky and David Clark, the idea is to create "Cause Swarm" as people contribute to specific causes activated by hitting "send" on a "Smoke Alarm" from his Robinson’s already active Twitter account, @Smokey_Robinson.

"I want to promote the basic idea that all people should have equal access to simple things like food, water and medicine. My inspiration comes from icons of equality I have known over the years, like Jackie Robinson, Rosa Parks and Martin Luther King Jr.,” said Robinson. "In this digital age, we have the tools to level the playing field for those in need, so I'm calling on my friends and fans to lend their voices to mine, so we can collectively make a difference."Continue reading...

brand news

Brands to Watch: Apple Disappoints, GM Goes Hollywood, IBM in the Green

Posted by Shirley Brady on October 18, 2011 05:58 PM

Brands to Watch

Apple misses first earnings target since 2002, as iPhone sales disappoint (although Mac and iPad sales set new records).

Cheerwine expands US footprint with PepsiCo distribution deal.

GM is reportedly in talks to back a Cannonball Run remake by British director Guy Ritchie.

IBM named the greenest company in America by Newsweek.

James Franco suits up for Gucci.

Orbitz fined for misleading advertising.

RIM announces BBX OS for BlackBerry tablets and smartphones.

Yahoo beats estimates.

brandcameo

At the Movies: Keanu Hit By a Prius & Apple Product Placement Hits Cannes

Posted by Abe Sauer on April 15, 2011 06:00 PM

Filmmaker Morgan Spurlock dropped by The Colbert Report to hype The Greatest Movie Ever Sold, opening next week. We'll have a review in a couple weeks as well as an interview with the director.

Nothing Spurlock said about advertising was as shocking as this billboard for AMC's zombie series The Walking Dead — on the side of a building housing a funeral parlor.

As for this weekend in product placement, we begin with Keanu Reeves in a hit — literally — by a Prius.Continue reading...

social media watch

83rd Annual Academy Awards: How Tweet It Was

Posted by Sheila Shayon on February 28, 2011 11:30 AM

The 83rd Academy Awards came and went in a blur of glory and social media haze. As the New York Times' David Carr and A.O. Scott discuss in the above video, there wasn’t much “cultural consensus” as to where and who the broad mainstream audience is, but there was a lot of irony.

With host duties performed by a lackluster, visibly uncomfortable James Franco and a perky, eager-to-please energetic Anne Hathaway, the consensus around water coolers this morning is that there is no water cooler and Monday morning quarterbacking — if you were watching the Oscars, chances are you were also Facebooking or Tweeting the proceedings at the same time.

The Oscars encouraged this behavior, including directing viewers to Oscar.com for behind-the-scenes content during commercial breaks — a move that must have thrilled its advertisers. Co-host James Franco strolled onto stage checking his smartphone in one gag bit, while he tweeted the backstage proceedings throught the evening. Mark Ruffalo, nominated for best supporting actor in The Kids Are All Right, even pre-tweeted his acceptance speech – thanking all appropriate, as he did not anticipate winning.Continue reading...

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