brand partners

Dr Pepper Pursues Latino Consumers Via Telemundo Tie-Up

Posted by Dale Buss on February 25, 2014 11:04 AM

Dr Pepper is relying on new campaigns running on TV properties including The Bachelor and the Telemundo network to boost its appeal among US Latinos.

The brand owned by Dr Pepper Snapple Group is teaming with Telemundo Media for "Los Unicos," a seven-month, multiplatform partnership involving three Telemundo performers who range across the network's shows and platforms. The effort revolves around the dedicated Los Unicos custom digital hub and will feature each of the three stars in their own six-part web series.

There's even a 2014 Dr Pepper and Telemundo co-branded calendar featuring 12 Telemundo superstars that the brand will distribute as a gift with purchase of Dr Pepper; it'll be supported by local appearances from Telemundo talent in key markets.Continue reading...

media brands

ABC Sets Up 'Bachelor' Brand for Success with Big Wedding, Deal with M&M's

Posted by Dale Buss on January 23, 2014 02:32 PM

ABC's The Bachelor franchise is riding a surge in pop-culture relevance these days with a strong current season, controversial comments by its new star, the wedding this Sunday of one of the TV show's most popular recent bachelors, and now one of the first marketing partnerships with a well-known outside brand, M&M's.

Network producers knew they had a good thing last fall when Juan Pablo Galavis of Miami couldn't win the heart of The Bachelorette Desiree Hartsock but was the very popular, and obvious favorite to become the protagonist of the current season. The heartthrob and former pro soccer player from Venezuela was great eye candy for the show's overwhelmingly female viewership, and he came with the endearing attributes of being the single dad of a four-year-old girl as well as the show's first star of either gender with an identifiably ethnic background.

And sure enough, the new season of The Bachelor roared out of the gate earlier this month with huge ratings, 17 percent higher than the previous season. The Monday-night show has managed to maintain about that level in the weeks since, not without the help of its successful second-screen social media strategy.Continue reading...

digital advertising

Advertisers Adapt Strategies to Harness Dual-Screen Engagement

Posted by Sheila Shayon on April 16, 2013 07:47 PM

In living rooms across the country, consumers are not watching just one screen, nor are they engaging with content in just one way as marketers and brands create increasingly innovative campaigns to keep consumers' eyes and ears on products.

Social media is now the acknowledged ‘elephant in the room’ as consumers increasingly engage in social activities while tuning into more traditional forms of content. According to Nielson's 2012 State of the Media report, nearly 41 percent of tablet owners and 38 percent of smartphone owners use the devices while watching television. 

While some broadcasts like the Oscars and ABC's The Bachelor benefit from such a social tie-in, most brands and advertisers are trying to figure out how to better leverage multiple media channels to build viewership and engagement without losing ground elsewhere. This season, The Bachelor incorporated live Twitter feeds into its broadcast. "I think it is fair to say that the integration of social media into live broadcasting is still in its infancy," Tim Bock, VP of production, alternative series and specials ABC told Mashable. "There are other entities utilizing these technologies on a show by show basis. But we at ABC are looking at the bigger picture of large scale implementation of audience interaction capabilities.”Continue reading...

personal brands

ABC's "The Bachelor" Days of Wine (if Not Roses) Will Continue

Posted by Dale Buss on March 12, 2012 07:06 PM

Forget those bi-planes flying around college-football stadiums trailing 50-foot banners that say, "Courtney, Will You Marry Me?" Never has a marriage proposal been better-telegraphed than the one that's to come in the final episode of this season's The Bachelor on ABC tonight.

But throughout all the recent speculation about what Ben Flajnik will or won't do in the season's finale, and what comes after that for him and his tenuosly betrothed, the bachelor has been keeping a nurturing eye on another brand besides ABC's. The "other woman" in this case is the real love of his life: his co-owned vineyard and vino brand, Envolve. That's Flajnik holding the wine bottle, above.Continue reading...

celebrity brandcasting

ABC's Brand Gets Lift From “Dancing With The Stars”

Posted by Dale Buss on March 24, 2010 02:59 PM

Not even the semi-catatonic ramblings of the second man on the Moon were enough to dampen viewer enthusiasm for Dancing with the Stars in Monday night’s premiere showing of the long-running ABC hit reality program. The show debuted with its best opening-night viewership numbers ever, with a Nielsen-preliminary 23.9 million viewers.

In the opener, it immediately seemed ill advised to include 80-year-old former astronaut Buzz Aldrin among the stars, as he could barely move on the dance floor and his few comments were nearly unintelligible. Dancing’s last octogenarian, Cloris Leachman, at least was an actress with stage presence and a sharp wit.

But the other elements that ABC introduced and tweaked for this 10th season of Dancing all seemed to work nicely, improving the show – and portending continued robust ratings when it returns next week.Continue reading...

Around The Web: Run For Your Life

Posted by Stephanie Startz on October 27, 2009 07:30 PM

Microsoft's MSN approaches MySpace for music collaboration. [All Things D]

Detail of Google's new Android 2.0 features released this week. [Mashable]

Golden touch: The Obama family's favorite things sell well. [Daily Finance]

"The Bachelor" will run the NYC Marathon in a pair of Rockport dress shoes. [BrandFreak]

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