Posted by Sara Zucker on November 25, 2009 06:15 PM
Some films receive flak for blatant branding attempts. Directors may be acccused of sellout, but consumers keep consuming, with teenagers especially susceptible to media influence.
The Twilight saga has won fans of all ages, including the fickle younger set, and teens by the truckload have run out to purchase anything that relates back to the book and film series. New Moon recently topped the box office, and Volvo revved up at the chance to have one of their products appear in the movie. They got their money's worth: their deal with Summit Entertainment ensured that head vampire Edward Cullen would drive the new XC60 crossover vehicle.Continue reading...
Posted by Abe Sauer on November 5, 2009 04:45 PM
According to the Motorcycle Industry Council, the number of American households that own motorcycles jumped 26% between 2003 and 2008. This trend is global, evidenced in a recent Harley Owners Group (HOG) in Beirut. But no rider group is growing faster than women, which increased from about 9% of the total in 2003, to more than 12% in 2008. Hollywood has taken notice.
Harley-Davidson, well aware of the trend, has partnered with celebrities like star fitness trainer Jillian Michaels and singer-songwriter Jewel in a recent advertising spread in upscale glossy mag Vanity Fair. The move accents Harley's dedicated resources such as its Women Riders web presence.Continue reading...
Posted by Stephanie Startz on October 30, 2009 06:00 PM
"But Daaaa-aadd! I wanted a Volvo XC60. It's safe, protective and foreign. Just like Edward Cullen!"
Despite the unlikelihood of tween girls worldwide stomping their feet in demand, Volvo is cross-promoting their XC60 with the Twilight franchise. Volvo has several product placements throughout the Twilight films, most notably as the preferred vehicle for lead vampire Edward Cullen.
According to Doug Speck, president and CEO of Volvo Cars of North America, the brand features heavily in character development and not just screen time, as “Volvo is central to Edward’s character in the Twilight saga."Continue reading...