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trend report

Real-Time Marketing is the New Story-Telling

Posted by Sheila Shayon on December 11, 2013 02:06 PM

“The intersection of social, mobile, location and big data is real-time marketing,” said eMarketer’s Debra Aho Williamson at ANA’s Real-Time Marketing Conference last week in New York, where marketers including Coca-Cola, Kraft, Anheueser-Busch and Hasbro gathered to discuss and define the latest Holy Grail – RTM.

Still citing the Oreo Super Bowl XLX "moment" as the benchmark that launched the fervor, with reverb of nearly 2 million tweets since and endless articles and panel sessions – the fact remains not one marketer has replicated that success.

Bob Rupczynski, Kraft’s VP Media, Data, CRM, used Planters as an example of a creative brief that asked: “Do people really want a relationship with peanuts?” The key was to precision target optimal consumers with the mind-shifting notion that nuts are a healthy snack alternative – particularly in the evening into late night when snacking can be the most harmful. Continue reading...

games people play

Monopoly Empire is a Future CEO's Dream—and a Whole Lot of Marketing

Posted by Mark J. Miller on October 11, 2013 03:49 PM

Hasbro’s Monopoly board game has partnered with dozens of cities and organizations over the years to create unique editions of the board game. From the Boy Scouts of America and American Idol to the Boston Red Sox and Teaneck Township, New Jersey, the Monopoly brand has gone out of its way to find large, passionate niche audiences that might be interested in throwing around a little fake money.

But the game's latest edition, Monopoly Empire, puts millions of dollars worth of buying power in the hands of players in the form of major brands, including Coca-Cola, McDonald's and Chevrolet. Bearing the tagline "Own the world's top brands," it features 22 brands in total, and even adjusts the game's purpose to fit the big-brand model. Instead of racking up real estate on Park Place, players instead work on covering their Times Square-like billboards with brand logos. The first to do so wins.Continue reading...

brand news

In the News: Disney, Dell, USPS and more

Posted by Dale Buss on February 6, 2013 09:06 AM

In the News

Disney sees higher TV ad revenues drive quarter and considers ESPN exit from U.K. sports coverage.

Dell seeks to transform brand, going private in $24 billion buyout under founder Michael Dell, as Microsoft gambles on involvement.

U.S. Postal Service plans to cut Saturday mail as Hallmark fights the cuts.

Apple loses right to iPhone brand in Brazil.

Arby's launches "fan of the week" promo via Facebook.

Lance Armstrong reportedly under investigation for obstruction and other serious crimes.

BP is hit by new $34 billion claim from U.S. state governments over Gulf spill.Continue reading...

brand news

In the News: AOL, Audi, Burger King and more

Posted by Dale Buss on January 25, 2013 09:01 AM

In the News

AOL plans to distribute Discovery channels as its Huffington Post flip flops on Goldman Sachs.

Animal Planet finds room for Geico and other advertisers in annual Super Bowl "Puppy Bowl."

Ann Taylor brings back actress Kate Hudson as ambassador and designer.

Apple plans to offer broader guidance on earnings as it must fight to maintain dominance of iPhone.

Audi releases Super Bowl commercial with alternate endings for YouTube voting.

Boeing faces of extended inquiry by authorities into Dreamliner fires.

Bristol settles Hepatitis C claims.

Burger King drops firm that supplied horse meat in UK.Continue reading...

game change

Monopoly's Game-Changing More Than Just a Token Move

Posted by Mark J. Miller on January 10, 2013 12:47 PM

Hasbro's iconic game of Monopoly has taken on a bit of the feeling of Clue these days. Before the year is out, Monopoly players will need to say goodbye to one of their beloved playing pieces. Will it be the wheelbarrow, the thimble, or the shoe? Surely, nobody would willingly toss the dog, top hat, or racecar. Do the clothes iron and battleship have what it takes to stick around?

Like Clue, this mystery will be solved by those playing the game. Hasbro is fans consumers to weigh in on the Monopoly Facebook page and decide not only which playing piece isn’t even good enough to set itself on the lowly Mediterranean Avenue, but which one should replace it. The choices vary from diamond ring, guitar, toy robot, cat, or helicopter. Fans worldwide (the game is available in 111 countries and 43 languages) can vote once a day through Feb. 5.Continue reading...

brand collaborators

Fiat Passes Go In Monopoly Game, While McDonald's Launches M Channel TV

Posted by Dale Buss on September 28, 2012 12:43 PM

For any foreign brand that wants to become better known in America, partnering with one that already is renowned and made in the U.S.A. can be a great strategy. So that's what Fiat is doing by participating in the 20th anniversary of the Monopoly Game contest at McDonald's.

And, of course, Fiat hasn't chosen to partner with America's leading fast-food chain on just anything. The Monopoly promotion — in which customers peel game pieces from drinks and other selected menu items to collect property sets or win instant prizes, in-store and online — has become as iconic in its association with McDonald's as the Big Mac and Mayor McCheese.

That's just the point for Fiat. The brand and its minicars, new to the U.S. market over just the last year or so after a many-year hiatus, still are seeking more traction in American media and culture, competing with many other brands and against the fact that Americans still tend to favor bigger cars.Continue reading...

kiddie brands

Toy Fair Morphs Into CES for Kids as Tablets, Apps Take Spotlight

Posted by Barry Silverstein on February 15, 2012 12:04 PM

Today is the final day of the Toy Industry Association's 109th annual Toy Fair, wrapping up in New York with a power surge of touchscreens, apps and other tech-based entertainment (or edutainment) items designed to engage young minds — and open their elders' wallets. At a time when toy sales have been stagnant for the past several years, major toymakers and upstarts alike were banking on the whiz bang of tablets, interactivity, and apps to lift the industry from its doldrums.

This year's Toy of the Year at the fair is symbolic of the direction the industry is taking: LeapFrog's LeapPad Explorer Tablet, a $99 kid's version of a computer tablet introduced last February that was so popular retailers couldn't keep it in stock during the 2011 holiday selling season. LeapPad also won "Educational Toy of the Year" and "Preschool Toy of the Year."

The two leading toymakers, Hasbro and Mattel, both debuted app-related products at the Toy Fair. Hasbro updated its clasic board game, "The Game of Life," by promoting a version ("The Game of Life zAPPed," which is available now for $25) that resides on an iPad — literally. Download the app, place your iPad on the middle of the board and it serves as the "spinner" as swell as adding interactive games and videos to the fun.

Mattel's big entry into app-land is "Apptivity," a whole new toy line that turns the iPad into a live board game, by integrating such popular toys as Barbie dolls and Hot Wheel cars with tablet-based games. A child can race one of the new Hot Wheel cars on the screen of an iPad, or use Apptivity to enhance Cut the Rope, Fruit Ninja and Angry Birds game play.Continue reading...

auto motive

Car Brands Tout Performance at Chicago Auto Show

Posted by Dale Buss on February 13, 2012 03:03 PM

The Chicago Auto Show that opened to the public over the weekend provided confirmation that, the way brands selling cars in the U.S. market see it, 2012 is the year for a return to performance and fun.

Despite gasoline prices that remain stubbornly high at around $3.50 a gallon, and a continued proliferation of relatively staid hybrid and all-electric new models, automakers are emphasizing horsepower and design flair with what they're highlighting this year at the annual Chicago show:Continue reading...

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