brand news

Brand News: Pepsi Taps Perry for Super Bowl Halftime and more

Posted by Dale Buss on November 24, 2014 09:23 AM


Pepsi and the NFL confirm Katy Perry's halftime show at 2015 Super Bowl in new commercial.

Samsung plans major management shakeup.

Tesla and BMW discuss technology alliance.

Audi tests premium car sharing for the wealthy.

Chrysler details recall strategy, blitzes American Music Awards with ads featuring Eminem, Fergie, Gwen Stefani and Phillip Phillips.Continue reading...

World Cup Daily

Nike Leads Brand Marketers Kicking Up World Cup Fever on the Web

Posted by Mark J. Miller on June 4, 2014 02:44 PM

The vast majority of football fans around the globe will be watching World Cup games on TV, whether that's in a pub, in a city square with thousands of others, or alone at home where no one else can see you worry through each excruciating minute. However, all those fans will also be heading online to search for highlights, commentary, and a place to share their extremely knowledgeable opinions. Marketers are placing their bets that this World Cup will shape up to be a major online event.

After all, Google reports that "searches related to the tournament over the past four years have outnumbered those for the Olympics, the Super Bowl, and the Tour de France combined," according to Bloomberg. That kind of data has led every brand and its brother to launch World Cup-related online content. Sports Illustrated is hosting a standalone Planet Futbol site to cover the Cup and draw as many eyeballs as possible, as Adweek notes.

One of Nike's World Cup ads, the "Winner Stays" spot (above) featuring top footballer Cristiano Ronaldo, had 78 million views online (on YouTube and beyond) in April before it even debuted four days later on TV, partially due to Ronaldo, the world's most popular athlete on Twitter, tweeting it out to his ardent followers, Bloomberg adds. Still, Nike didn't feel compelled to release it on different platforms concurrently. Online ruled the day.Continue reading...

celebrity brandmatch

Ashton Kutcher Straps On His Thinking Cap for New Lenovo Gig

Posted by Mark J. Miller on October 30, 2013 06:35 PM

Actor Ashton Kutcher is as much known for his on-screen skills as his off-screen antics, most of which revolve around technology and his various entrepreneurial endeavors. In fact, along with his 15 million Twitter followers, Kutcher just wrapped up his role depicting Apple's Steve Jobs in a biopic.  

The number of people interested in Kutcher's tech-driven activities did not go unnoticed by Lenovo, which struck a deal with Kutcher to serve as the computer maker's new brand ambassador and one-man focus group. On Tuesday night, the company livestreamed a press conference annoucing the relationship before shipping the actor to China to toy around with its new Yoga tablet and share his thoughts with product engineers.

"Ashton Kutcher is the ultimate super user," David Roman, Lenovo's chief marketing officer, told Ad Age. "The super user is helpful to us in defining products and experiences that consumers want. His sense of what technology can do through his own use and the technology he's seen through his other startups [helps us.] And his celebrity helps us in marketing."Continue reading...

brand news

In the News: Apple, Microsoft, Starbucks and more

Posted by Dale Buss on July 16, 2013 09:16 AM

In the News

Apple in talks to acquire sensor company behind Microsoft's Kinect.

Microsoft Surface smart watch will launch in 2014, reports say. 

Starbucks is sued by deaf customers who say they're mocked.

AT&T offers option to forego wireless contract.

Baidu to buy mobile-apps store for $1.9 billion.

Boeing sees focus on transmitter in 787 fire probe.

Chevrolet goes extra long to sponsor Home Run Derby for Major League Baseball.

Christie's to hold first sale in India.

Coca-Cola sees poor weather weigh on revenue.Continue reading...

brand news

In the News: Apple, Prada, M&S Bank and more

Posted by Dale Buss on June 8, 2012 09:03 AM

In the News

Apple will use Baidu search engine on phones in China and gets on fast track in court to block Samsung Galaxy phone as iPhone 5 speculation mounts ahead of WWDC, while marketing head Steve Schiller gets a Bloomberg Businessweek profile. Also, Apple will pay $2.5 million to settle false advertising suit in Australia over 4G iPad claims. 

Audi plant expansion tests ability to maintain quality.

Boeing hits milestone on 787 Dreamliner.

Burger King plans to expand in Russia.

Cannes Lions to honor Dan Weiden of Weiden+Kennedy.

Carnival Cruise loyalty program members are up in arms.

CBS chief Les Moonves says "partisanship" is part of journalism now.Continue reading...


62M View Chinese Love Story Is Really Australia Tourism Commercial

Posted by Abe Sauer on May 11, 2012 06:05 PM

Following the release of its second installment, China's microblog network Weibo was buzzing about the mini-series 再一次心跳 (Heartbeat Love). For a period, it was a top ten trending topic on the social website.

The "micro-film" is being broadcast online at China's video sharing site Tudou in five 45-minute segments. The story chronicles the dramatic romance of a young Chinese couple, played by wildly popular duo Rainie Yang and Show Luo.

The romance kicks off in Australia, which makes sense — the whole movie is funded by the The Australian Tourism Commission. We spoke with Leo Seaton, manager of media relations for Tourism Australia, about the unique branded entertainment campaign.Continue reading...

brand challenges

Toyota, Honda Among Global Brands Worried About Thai Flooding

Posted by Dale Buss on November 4, 2011 05:31 PM

It's nightmarish to consider from a corporate and brand perspective, but the record flooding in Thailand that has endangered lives is also wrenching apart supply chains for both Toyota and Honda, and could become a major disruption to their business. The fear is that the leading Japanese brands do not pass "Go Back to Market" and instead proceed right back to "Supply Chain Jail."

Not even eight months after the March 11 tsunami and earthquake devastated the big Japanese brands' supply lines stretching from Japan and around the world, company executives are confessing that they still don't know quite how badly they'll be nicked by the flooding. The waters didn't reach Toyota's own plants, for example, but they did badly affect suppliers in Thailand that ship electronic components for Toyota vehicles to the automaker's plants around the world.

Already, Toyota has cut back on overtime and Saturday work at its U.S. facilities through at least next week (and is sticking to a plan to open a factory in Indonesia), and Honda has conceded that up to half its North American production ultimately could be affected.Continue reading...

celebrity brandmatch

Nikon's Ashton Kutcher Deal Sours

Posted by Abe Sauer on October 24, 2011 05:02 PM

In 2009, we praised Nikon for signing man-of-the-moment Ashton Kutcher as its spokesman. In fact, the actor had thrown himself so fully into the high profile Nikon ads, we wondered if Kutcher's fans would "see him as a sellout or a shill, and will his own brand of goofy, boy-next-door purity suffer?"

What a difference two years make. Now, the latest Kutcher Nikon ad to hit TV screens has us wondering if Nikon's pitch man has suddenly become a liability.Continue reading...

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