At 30 million views, does it matter if it's real? Pepsi MAX's branded viral hit "Test Drive" is set to pass the 30 million mark on YouTube and the brand is beginning to roll out edited versions of the video for TV that will drive back to the longer original online. But at 30 million views, how many who would want to see a disguised Jeff Gordon take a used car salesman for a spin haven't yet seen it?

"Test Drive"—created by the TBWA\Chiat\Day LA agency—is Pepsi MAX's second branded viral to surpass 20 million views on YouTube. Two of the brands other videos are well over 10 million combined—an astonishing record of branded content success. branchannel spoke with the brand and the creator behind Pepsi's other viral hit, Uncle Drew, about branded content and their (secret) next project.Continue reading...

It’s been more than 1,500 years since Saint Patrick was laid to rest and could no longer use the shamrock to explain to Christians the idea of the Holy Trinity. Thanks to St. Patrick's Day every March 17th, his legacy inspires millions the world over to consume massive amounts of alcohol and shout “Top of the morning to ya!” to anyone who passes. With such a jovial reputation, you can bet that brands, alcoholic or not, take advantage of the built-in marketing ploy—and not just those participating in Pantone's color of the year for 2013.Continue reading...

"Argo" wins Oscar for Best Picture as 85th Academy Awards widely distribute recognition among films, actors and others, while The Onion runs into critical barrage over tweet about young actress.

KFC launches campaign in China after an antibiotics scandal damaged the brand.

IKEA withdraws Swedish meatballs from store restaurants in 14 European countries on horsemeat scare.

Barnes & Noble chairman mulls buyout that could split it in two and put B&N's Nook e-reader up for sale.

BP may be closing in on a settlement as spill trial nears.

BYD targets electric-vehicle sales.

Darden warns of sales declines at its restaurant brands including Olive Garden.Continue reading...

NASCAR brand refresh thwarted by P.R. crisis and YouTube takedowns after Saturday's fan-injuring accident during Nationwide race, while Danica Patrick is poised to make history as first female driver in pole position at Daytona 500. Dish Network, meanwhile, released "Memoriam" Daytona 500 campaign yesterday for its Hopper ad-skipping feature, a campaign that Fox has refused to run and Dish is trying to circumvent.

Microsoft joins list of hacked brands as Internet Explorer 11 rumored and Toyota Racing creates trackside app for Microsoft Windows 8.

Huawei unveils "Make it Possible" global branding campaign for Ascend P2 at Mobile World Congress, where Orange unveils own-brand 4G smartphone.

Coca-Cola forms major co-branding partnership in the Middle East.

Donald Trump tells the Financial Times his brand is worth $8 billion.

Dunkin' Donuts tops Brand Keys loyalty index for seventh straight year.Continue reading...

NASCAR’s premier race, the Daytona 500, kicks off this weekend and the public’s interest has been piqued by the fact that Danica Patrick earned herself the pole position at the front of the race, becoming the first woman to ever do so.

That extra bit of interest couldn’t have come at a better time for NASCAR, which is unleashing a new marketing campaign this week to help it re-engage with its current fans and hopefully rope in a few more.

It will feature nine new commercials, radio and print ads and, of course, “digital engagement." The spots will feature more than two dozen of its drivers and be broadcast in both English and Spanish, according to a company release. Continue reading...

Boeing faces looming strike vote following Dreamliner tumult.

GE seeks inventions via social campaign.

Burberry lauded for London Fashion Week digital experience.

Amazon acts on controversy over German TV show about its workers.

Audi blocks use of GQ3 vehicle name by Qoros of China.

BP faces next bout of Gulf spill liability.

Cracker Barrel can't shake off activist shareholder.

Danone cuts 900 jobs in Europe.

Ferrari plans to price new supercar starting at 1 million euros.Continue reading...

It's the dance trend that will not die. Watch Lululemon's Harlem Shake (yoga-style) version above, and below, Pepsi's two Harlem Shake videos and other brands shaking their thang worldwide, from Australia to Israel:Continue reading...

Other than Danica Patrick, there may be no other more well-known NASCAR driver to the general public than Dale Earnhardt, Jr. But the 10-time winner of the Sprint Cup series’ Most Popular Driver Award is still having trouble picking up sponsorships for the season, which starts in less than a month. So is the legendary Tony Stewart.

Attendance and TV ratings for NASCAR events have slipped in recent years, and corporations are more tight-fisted with their dollars. "When I first started, the sponsors they got a spot on the car, here's how much it cost them and you went racing,” driver Martin Truex, Jr. told New Hampshire’s WBTV-TV. “Now it's quite a bit different than that. We have to show them the value. They're looking for a lot more value out of their dollar, and we have to figure out a way to show that." 

Hertz Rental Cars is apparently happy with whatever is being promised: The new sponsor has signed a deal with Penske Racing for three years, and is already predicting that the deal will last longer.Continue reading...