2014 Brandcameo Product Placement Awards

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China's WeChat Stages a Blitz to Capture US Mobile Users

Posted by Sheila Shayon on January 29, 2014 01:41 PM

WeChat, China's wildly popular messaging app is trying hard to get US mobile users in on the conversation.

Developed by Shenzhen-based Tencent Holdings, WeChat currently has over 272 million registered users in China and 100 million more overseas, where it just overtook Facebook in Indonesia. And now with a new ad campaign, WeChat has set out to conquer the major US market. 

Tencent is asking consumers with Google accounts to connect them to WeChat and invite their Google contacts to join. If five new members sign up, users will receive a $25 Restaurant.com gift card through Jan. 31. The effort follows Tencent's $200 million advertising investment in a global campaign that starred soccer star Lionel Messi. 

But competition is fierce in the US, where WeChat (and everyone else) is already outnumbered by startup WhatsApp, which has 300 million monthly active users, as well as Facebook's messenger app and Spapchat, which receives 400 million messages a day.Continue reading...

cocktail hour

All the News You Can Drink: Heineken Home Brews, 7-Eleven Wine, Chicago-Flavored Vodka and more

Posted by Mark J. Miller on October 18, 2013 06:37 PM

Heineken Teams Up with Marc Newson

Home brewers are no longer a tiny niche market of experimental adventurers. The group keeps growing, particularly as the craft-beer movement continues to put its dent into the bottom lines of major beer purveyors.

And Heineken is getting in on the action. It has teamed up with design god Marc Newson and Krups to create what a company release calls “a sleek, stylish draught beer lifestyle appliance” called The Sub. The machine comes with a 2-liter keg that allows consumers to craft “perfect quality, super chilled beers” such as Heineken, Affligem, Desperados, and Birra Moretti Baffo d'Oro in their own homes. Seasonal beers will also be available.

The Sub will first be found in France and Italy in 2014 and be rolled out to other markets throughout the year. Newson-designed extras such as a full serving case, glassware, mats, and a skimmer are optional accessories. Heineken is calling it “the future of beer,” but consumers might just call it “convenient.”Continue reading...


The Week in China: Songs About Fried Chicken, GSK's Midnight Express, Messi WeChats and more

Posted by Abe Sauer on July 19, 2013 12:17 PM

China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.

This week: KFC, KFC and more KFC… Big pharma in big trouble for bribery… Goldman Sachs IPOs China… Lionel Messi for WeChat… Beyond existing auto sales... Beyonce... Luxury franchise buybacks… Union Pay app… Coca-Cola goes green… Kvass!… and more.Continue reading...


WeChat Makes Move for Global Expansion with Help from Soccer Star

Posted by Sheila Shayon on July 11, 2013 04:39 PM

Tencent's WeChat, the popular messaging app in China and greater Asia is looking to boost its 300 million registered users with a global campaign—an effort that will get a helping hand from soccer superstar Lionel Messi. 

WeChat, a service similar to WhatsApp, but with video calls, photo sharing, location-based services and other social features more akin to Instagram, Facebook, Twitter and Skype, has been previously promoted in Thailand, India and Mexico with local celebrities. The latest initiative, however, will roll-out to 15 markets including Argentina, Spain, Brazil, Hong Kong, Indonesia, Italy, Malaysia, Nigeria, the Philippines, Singapore, South Africa, Thailand and Turkey, with Messi as a global ambassador.Continue reading...

brand news

In the News: Facebook IPO, News Corp. vs ESPN, Apple Takes America

Posted by Shirley Brady on March 28, 2012 06:01 PM

Adidas releases spot featuring David Beckham, Lionel Messi, Derrick Rose, and Katy Perry, whose single ("Part of Me") is the featured soundtrack.

Apple products can now be found in half of all U.S. households.

Charles Barkley cross-dresses in new Weight Watchers campaign.

Facebook stops secondary market trading ahead of May IPO.

Jeremy Lin meets with ESPN employee fired over racist headline.

JetBlue's unhinged pilot charged with a criminal complaint.

Netflix appears to follow through with Qwikster plan after all.

News Corp. said to plan sports network to rival ESPN.Continue reading...

viral buzz

Viral Video Watch: Adidas Goes All In

Posted by Shirley Brady on March 20, 2011 08:00 PM

The 60-second spot, above, in the new "All In" global campaign by Adidas has racked up almost 1.2 million views since going live on Thursday — helped by a clever teaser campaign, and the appearance of Katy Perry, Derrick Rose, David Beckham and other star athletes and performers.

Also helping boost views for the spot: the soundtrack is "Civilization" from the new album from Justice, which isn't on sale until April 4th.


Adidas Offers Sneak Peak at Stars in Upcoming Global Campaign

Posted by Shirley Brady on March 14, 2011 11:00 AM

Adidas has been posting a series of blink-and-you'll-miss-them sneak peeks at the star athletes and performers in its upcoming "All Adidas" global campaign.

"All Adidas," its biggest campaign to date, features athletes (Lionel Messi, Derrick Rose, David Beckham, Dwight Howard) and musicians including Katy Perry, Snoop Dogg and B.o.B. Check them out below.Continue reading...

celebrity brandmatch

Celebrities Strike Endorsement Deals in China

Posted by Barry Silverstein on August 26, 2010 01:00 PM

As the Chinese economy evolves, brand marketers there seem to be following in the footsteps of other global brands in applying tried and true techniques, such as using celebrities. What's different, though, is that upstart Chinese brands are importing foreign celebrities to pitch local products to Chinese consumers.

Basketball star Kevin Garnett is just one example of a Western celeb finding fame and fortune in China. As he discusses above, locals now chant "KG" when they spot him in the street — also the brand name of the locally-produced sneakers he's been busy promoting in the off-season.Continue reading...

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