branded entertainment

What American Express Hopes to Learn From AMEX On Demand TV Channel

Posted by Sheila Shayon on November 27, 2012 05:01 PM

"Don’t leave home without it" is becoming "Don’t leave home at all." Or, at least, "just yet." American Express is kicking the tires on interactive television and branded content with its own video-on-demand channel, participating in a year-long test with interactive TV provider BrightLine and the Mindshare agency to launch what's being called the largest advanced TV campaign to date.

The AMEX Channel, which quietly launched in September, is available in more than 50 million households through five pay TV service providers — AT&T's U-verse service, Cablevision, DirecTV, Dish and Verizon FiOs —and through smart TV platforms, namely Internet-connected TV sets sold by LG and Samsung.

The advanced television ad test is being trialed on TV as the primary screen, with apps for tablets and smartphones as second screens. Viewers can access the channel via interactive banners, channel guide listings and overlays that appear next to American Express commercials, using BrightLine-based technology. The video-on-demand channel offers video clips, games and information and promotions like AmEx's annual Small Business Saturday shopping day after Black Friday.Continue reading...

brand strategy

PepsiCo Embraces Indulgent Brands

Posted by Dale Buss on December 14, 2011 06:01 PM

PepsiCo executives are still committed to promoting "better for you" versions of their product lines, following a decade of business strategy that has seen the company drive hard into health-conscious product development. Maybe it's just the holiday spirit, but now PepsiCo is ready to pay closer attention to its traditional "indulgent" products and brands, including long-time favorites under the Pepsi and Frito-Lay banners.

"We cannot forget about what I call the indulgent core businesses," Albert Carey, chief executive of PepsiCo Americas Beverages, said at an industry conference this week, according to the Financial Times. "If you're going to do the healthy, you have to do the core, because we still have a very strong business in the core." Examples, he said, include Frito-Lay "bar food" snacks such as taco-flavored Doritos and hot-wing-flavored Ruffles.

Depending on how hard astern PepsiCo wheels, this could mark a significant turnabout.Continue reading...

brand bites

Brand Bites: Pampers, Apple, Sirji, Gmail & Colbert

Posted by Abe Sauer on July 29, 2011 12:00 PM

The week that was in branding begins with India, where Sirji 3G is offering itself as a solution to the nation's population control problem. When the power goes out, don't boink, play 3G games!

Oh, baby... Pampers ad runs alongside 300+ sex positions app.

Seized counterfeit goods are being donated to homeless in the UK.Continue reading...

sip on this

Pepsi-Owned Propel Looks to Live Up to Name with Cindy Crawford Campaign

Posted by Dale Buss on March 21, 2011 06:00 PM

Joining Pepsi as another staple PepsiCo brand in need of renewal, Propel hopes to benefit from a zero-calorie reformulation and a new advertising campaign (starring Cindy Crawford, above) that launches today.

Just like sibling brand Pepsi, Propel enhanced water lost US market share last year – down three percentage points to 16%, according to Beverage Digest. That was the case even though Propel arguably invented the enhanced-water segment a few years ago.Continue reading...

brand challenges

No Fear Now Fears Paying Its Bills

Posted by Abe Sauer on March 3, 2011 01:30 PM

There will be a few cracking a smug smile at today's news that the "2 the max" XXX XTreme brand No Fear has filed for bankruptcy protection.

The lifestyle clothing brand, which has 41 stores and is headquartered in Carlsbad, CA, cited the poor economy for its filing. Yes, the brand that once sold a t-shirt reading "Does not play well with others" is now going to be forced to play well with others… or at least, its creditors.

Launched in 1989 as a simple apparel company. The brand extended into energy drinks with PepsiCo's SoBe brand, "extreme" sport sponsorships, and, recently, trucks. No Fear infected the 1990s, coming to define a certain lifestyle of the decade, which is why, like many such brands, it came to have a healthy number of detractors.Continue reading...

Comedy, Brands Hit the Road

Posted by Sheila Shayon on June 22, 2010 02:00 PM

Portable Lounge  
Chris Gethard and Bobby Moynihan - Whodja Rather?
error Futurama New Episodes Ugly Americans

In keeping with its longstanding tradition of bucking the system, Viacom's U.S. all-humor network, Comedy Central is launching “Portable Lounge.”  This Web series is being taped on-location across the country, in front of small audiences in such non-traditional comedy venues as a comic book shop, a butcher shop and a chocolate factory. The name comes from the intentionally crummy set: two fold-up beach chairs, a wooden crate and a lamp with a tacky red shade.

The first of the fifteen-minute episodes, above, is set in a bowling alley. The schedule is somewhat erratic; with no commitment to a regular slot, the format includes a rotating roster of guests and hosts such as Chris Gethard, star of Comedy Central’s Big Lake series, and Saturday Night Live regular Bobby Moynihan.Continue reading...

brand news

In the News: Twitter Goes World Cup Loco

Posted by Shirley Brady on June 15, 2010 08:00 AM

Twitter uses World Cup to launch new location feature, Twitter Places, and overwhelms site.

CNN to add Eliot Spitzer in Campbell Brown's spot, Piers Morgan to replace Larry King?

News Corp. has been rebuffed following a bid to acquire all of BSkyB.

Virgin Gaming, a new site, launches at E3.Continue reading...

follow the money

And The Winner Is... Sweepstakes!

Posted by Barry Silverstein on April 22, 2010 03:02 PM

Sometimes in brand marketing, history repeats itself, and that seems to be the case with sweepstakes and contests. And the big prize these days, given the tough economy, seems to be cash, and a lot of it.

First prize in the SoBe Lifewater Zero Inhibitions Bracket Challenge pegged to the recent NCAA March Madness basketball tournament was a cool $9 million. The Reese's Loves You Back sweepstakes offers $2 million in cash prizes. NBC's Minute to Win It series awards up to $1 million cash. HGTV's annual Dream Home sweepstakes doles out $500,000 cash, plus a house and an SUV. The current version of the sweepstakes attracted a whopping 40 million-plus entries in about 45 days, notes the New York Times.

Sweepstakes and contests, of course, are nothing new.Continue reading...

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