Best Global Green Brands 2014

social media

Facebook Tries to Move Past IPO Embarrassment

Posted by Sheila Shayon on May 23, 2012 02:37 PM

The bloom quickly fell off Friday's Facebook IPO, as the wildly overhyped public debut staged by the social media giant and its bankers are now being sued by shareholders for concealing weakened growth forecasts prior to the $16 billion offering.

According to Reuters, defendants including Facebook CEO Mark Zuckerberg and Morgan Stanley were cited as hiding “a severe and pronounced reduction” in revenue forecasts during the IPO marketing process. Two lawsuits have been filed, one in U.S. District Court in Manhattan and the other in a California state court. The New York filing said lowered business forecasts were “selectively disclosed by defendants to certain preferred investors” and not to the general public.

While everyone knew there would be post-IPO challenges, Wall Street and Silicon Valley have been stunned as Facebook shares fell 18.4% from the $38 IPO price in the first three days of trading, reducing the value of stock sold in the IPO by more than $2.9 billion.Continue reading...

branded entertainment

Will Millennials be Open to Denny's Web Pitch?

Posted by Barry Silverstein on April 12, 2012 01:58 PM

It's always a challenge for a brand to shift its demographic focus. But that's what Denny's hopes to do, with a novel Web-only campaign.

The restaurant chain, whose television advertising generally targets families and older consumers, is breaking out of traditional media with a video series running only on CollegeHumor.com, with little mention elsewhere except Denny's Facebook page. The series launched about a year ago; "Season Two" has just begun.

Called "Always Open," the web video series, according to Denny's chief marketing officer Frances Allen, is designed to bring Denny's pitch, "America's Diner is Always Open," to Millennials, ages roughly 18 to 30. Allen tells the New York Times that the new video series offers "an engaging brand moment for millennials" that "communicates our brand message that diners are really welcoming places where everyone can come as they are."Continue reading...

celebrity brandmatch

Honda Taps Jason Bateman as New Voice of Brand

Posted by Shirley Brady on September 21, 2011 03:13 PM

Honda has hired actor Jason Bateman as the new "narrator" of Honda advertising. His debut: the new Accord commercial (“Through It All-5 Star”) that debuted during Sunday's Patriots/Chargers NFL game. He can next be heard in a spot for the redesigned Pilot.

“For Honda, the tone of our advertising needs to be simple, smart and fun. Just like our vehicles,” said Mike Accavitti, VP, automotive marketing at American Honda Motor Co., Inc. “Bateman is well received for his real, down-to-earth, tell-it-like-it-is honesty that lines up perfectly with Honda’s leadership as the smarter choice.”Continue reading...

campaigns

Denny's Woos with Crisp Bacon and a Side of Funny

Posted by Dale Buss on March 31, 2011 12:30 PM

Find yourself in a state of baconstant craving? Denny’s is ready with six (make that seven) degrees of heaven: bacon.

The US eatery gave up its perch in Super Bowl TV advertising last month, so the quick-serve chain has been looking for other ways to make bold statements. Its “Baconalia” promotion may be just that.

With seven new bacon-tastic menu items and an advertising blast that it is unleashing this week, Denny’s is introducing Americans to a phantasmagorical array of new recipes with bacon. These include not only the relatively predictable Bacon Meatloaf but also a sampler with three kinds of bacon and – mercy! – a Maple Bacon Sundae.Continue reading...

branded entertainment

Denny's Taps Jason Bateman and Will Arnett for Original Web Comedy Series

Posted by Shirley Brady on March 7, 2011 10:00 AM

Last June, Jason Bateman and Will Arnett introduced DumbDumb, a production company backed by Ben Silverman's Electus to create original web comedies for brands, starting with Orbit gum.

Add Denny's to that roster with Always Open with David Koechner, a new web series that reinforces its "America's Diner is Always Open" campaign. It stars Koechner — who you may recognize from his recurring role on NBC's The Office — chatting with a cast of fellow comics that includes Bateman and Arnett, plus Kristen Bell, Sarah Silverman, Amy Poehler, and Will Forte.

Watch the trailer above, and the first episode below.Continue reading...

red carpet

Oscars Watch: What Did You Think of the Commercials?

Posted by Shirley Brady on February 27, 2011 11:50 PM

OK, so the 83rd Annual Academy Awards was a bit of a snoozefest, with Colin Firth and Natalie Portman winning the best thespian categories (as expected) and The King's Speech sweeping the night.

On the commercial front, while the Oscars may not have "the Super Bowl for women" that some thought in terms of the caliber of the ads, there were some new campaigns — but also a lot of repetition and reprisals of Super Bowl spots.

What did you think of the commercials, if you caught them during the telecast on ABC? To jog your memory:Continue reading...

red carpet

Oscars Watch: Why You May Not Hear Jeff Bridges Pitch Hyundai on Sunday

Posted by Dale Buss on February 25, 2011 06:00 PM

They construct a lot of weird bets in Vegas. So three years ago, what would have been the odds of Hyundai standing near the pinnacle of the US automotive world and Jeff Bridges bidding to repeat as Best Actor at the Oscars?

But unlikely as it might have seemed then, that is the case today. And the upstart Korean automotive brand and the craggy veteran actor have forged a partnership that is benefiting from the success each has achieved. At points during Sunday’s telecast, the success of one will have to give way to the success of the other.

Bridges has been the voice of Hyundai in TV commercials that have helped fuel the brand’s rise in America. But he's a Best Actor nominee (again), which means he can't be used in the Hyundai ads that will be aired around that segment of the awards — again.Continue reading...

branded entertainment

Arnett and Bateman, At Your Service

Posted by Sheila Shayon on June 11, 2010 01:00 PM

It may be called DumbDumb, but there’s nothing dumb about this branded entertainment startup from comedians Will Arnett and Jason Bateman, as evidenced by its first longform video spots for Orbit gum.

The brand is not so subtly hyped on DumbDumb's site and YouTube to pitch Orbit as a product that can “clean up dirty situations.” Arnett and Bateman are the creators, directors and executive producers of the shorts, in which they also star.

It also marks a new direction for Orbit, the Wrigley-owned brand that spoofed its longrunning "dirty mouth" campaign at the recent profanity-filled MTV Movie Awards.

DumbDumb is co-producing the Orbit digital shorts campaign in partnership with CollegeHumor.com and Electus, the branded entertainment company started by Ben Silverman after he left NBC as its head of entertainment.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements