branded entertainment

Branded Entertainment Watch: Porsche, Honda, Burberry and more

Posted by Abe Sauer on November 7, 2014 12:11 PM

The Project: "Art of the Thrill" for Porsche

The Plot: A group of brand influencers get strapped up and go for a special ride in a new Porsche Macan.

The Verdict: Porsche's marriage of art and technology is a multi-pronged target that includes native advertising in The Atlantic.Continue reading...

campaigns

Campaign Watch: New Ads From Lexus, Coors Light, Toyota and more

Posted by Shirley Brady on November 4, 2014 07:14 PM

Lexus is promoting its RC 350 sport coupe and RC F performance coupe with a new campaign that "mirrors the story of the coupe itself—which was built from a blank canvas, unconstrained by existing designs and convention—and is centered on the theme of shattering limits."

Two new U.S. TV spots—"Face Off," starring actor Wes Bentley and directed by Sophie Muller and "From Road to Race Circuit" for the RC F—will be joined by a trio of spots targeting specific audience segments: "Flex Your Drive" for African Americans, "Shatter" for LGBT consumers and "Control Power," which targets Latinos. 

Other elements include a custom Lexus RC Flipboard magazine curating content from Esquire and Bon Appétit; a branded content partnership with Engadget and AOL called Your Brain on the RC F that will demonstrate "the science and technology behind the adrenaline rush associated with driving the RC F."Continue reading...

brand news

In the News: Alibaba, Burberry, Hyundai and more

Posted by Dale Buss on November 4, 2014 09:15 AM

TOP STORIES

Alibaba revenues rise 54 percent in first earnings report as public company.

Apple and Google overcome differences for Disney Movies Anywhere partnership.

Burberry unveils Romeo Beckham as star of holiday ad campaign.

Hyundai and Kia are sanctioned with $350 million U.S. fine for misleading fuel-economy claims.

Emirates Airlines drops out as FIFA sponsor. Continue reading...

brand news

Brand News: Apple, Home Depot, Lego and more

Posted by Dale Buss on September 4, 2014 09:27 AM

TOP STORIES

Apple sees acolytes start lining up for iPhone 6 as Samsung reveals its latest futuristic devices.

Home Depot tries to reassure customers about possible data breach.

Lego becomes world's largest toy maker on The Lego Movie success.

Lincoln launches promised ad campaign starring Matthew McConaughey.

Neiman Marcus plans to open first NYC store.

MORE BRAND NEWS

About.com brings a fresh twist to native advertising.

Amazon launches streaming box in UK next month.

Baidu launches its own version of Google Glass (which Luxottica head disses) along with computer "brain" and indoor-mapping challenge to Alibaba.

Ben & Jerry's sponsors 9/21 global People's Climate March with 350.org.Continue reading...

branded entertainment

Branded Content Watch: Hate On Spirit, Gillette Shaves, BMW Sails and more

Posted by Abe Sauer on July 11, 2014 04:55 PM

DI-Cry: Chilean home improvement brand Sodimac punches you in the heart with its emotional ad about a dad and his daughter. But if after 10 seconds you feel your cold, cynical heart taking over again, we've got something perfect for you below.

Haterz 'Gonna Advertise: Give Spirit Air some credit for carrying around their brand's cajones in a dump truck. The airline's new campaign—found at hatethousandmiles.com—encourages exasperated travelers to "unleash the hate" on social media about Spirit Airlines. (The sub-text: "Or maybe you’re one of our fans—feel free to share some love, too.")Continue reading...

brand revival

World's Cheapest Airline, PEOPLExpress, Returns to Fly the Underserved Skies

Posted by Mark J. Miller on June 10, 2014 11:13 AM

After being grounded for more than 30 years, the PEOPLExpress airline brand is making its return to an industry hungry for a good deal. The US airline, which in its 1980s heyday herded passengers onto no-frills flights for a few bucks, will begin selling tickets Wednesday for a handful of flights out of its home base in Newport News, VA, starting June 30.

With fares as low as $76, the PEOPLExpress brand is diving back into an industry that has begun to adhere to the high-fee model that the airline pioneered back in the day. A leader in checked-bag fees and meal-free flights, PEOPLExpress will now go up against other no-frills US carriers like Spirit Airlines, which is trying to turn around its reputation for poor customer service while goosing sales for its discount flights.Continue reading...

ready for takeoff

Spirit Airlines: No Longer Content to be the Honey Badger of Brands

Posted by Mark J. Miller on May 7, 2014 03:17 PM

Spirit Airlines may be a discount airline but it has received plenty of press in recent years for all of the fees (or as Spirit likes to call it, "optional services") it has charged customers, such as a fee for printing a boarding pass at the airport, or cost-cutting that shoehorns a dozen extra seats than competitors within the same size plane.

That kind of move has "won" the brand such accolades as being the only U.S. carrier on the World's Worst Airlines and the worst-performing U.S. airline. It has been recognized for hiring the "rudest flight attendants" and being the "most complained about" airline. It has inspired such venom that customers have formed Boycott Spirit Airlines and Spirit Airlines Sucks groups, not to mention the requisite nod by The Onion.

Yet none of that seemed to bother its leadership team. Being the honey badger of brands for just not giving a damn was a badge of dishonor that Spirit wore proudly—or at least wore—until now.Continue reading...

ready for takeoff

Spirit Airlines Has a Novel Marketing Platform for You

Posted by Mark J. Miller on March 12, 2014 12:51 PM

If you need to vomit while flying Spirit Airlines, be sure to take a moment before you let loose and check out the bag. It may have the logo of some enterprising brand on there. 

Spirit is going after every dollar it can and has opened the doors for brands to advertise on pretty much everything on its planes. Skift.com reports that for just $30,000, a message can be placed on 150,000 “air-sickness bags” for a three-month run. 

The low-cost Spirit already has one of the highest profit margins in the industry, according to Skift, and was the first to charge passengers for bringing on carry-on bags. It also charges them for snacks, drinks, pillows, and blankets and “Spirit flight attendants even make an on-board pitch to sign passengers up for Spirit co-branded MasterCard credit cards.

Skift reports that the Spirit ad rate card offers brands the opportunity to put their logo on window panels, bulkheads, overhead bins, tray tables, in-flight menus, flight attendants’ aprons, and Styrofoam cups. Brands can even wrap a complete Spirit plane in its messaging for a full year for $400,000.Continue reading...

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