brand news

In the News: Candy Crush, Kellogg's, Sony and more

Posted by Dale Buss on February 18, 2014 09:05 AM

In the News

Candy Crush Saga maker files for IPO.

Kellogg will switch to sustainable palm oil by 2016.

Sony sold more than 5 million PlayStation 4 consoles globally.

Actavis nears acquisition of Forest Labs for up to $25 billion.

Campbell Soup focuses on price promotions in Australia sweet biscuit market.

Coca-Cola sales and earnings slide, yielding cost cuts.

Groupon says President's Day gaffe was intentional

Hong Kong Disneyland says it will add hotel rooms after consistent turn up in attendance. 

HP knew of Autonomy's accounting methods long before sale, report says.

Lamborghini looks to expand two-model lineup.

LG unveils three new L-series smartphones.Continue reading...

brand partners

GE Teams Up With The Tonight Show to Make Science Cool

Posted by Sheila Shayon on February 17, 2014 11:39 AM

Here's Jimmy! As Fallon readies to take The Tonight Show reins from Jay Leno tonight, he's bringing not only a fresh outlook on nighttime entertainment but also some new interesting partnerships. 

In its continued effort to broaden its brand appeal, General Electric has struck an unprecedented "multiplatform, integrated partnership" with the show in which it will sponsor in-show integrations with a segment titled "Tonight Show Fallonventions," in which the new host will feature three young inventors and their creations. 

It’s a double-edged deal for the $140 billion B2B congolmerate that is looking to spread its wings beyond business and into the direct-to-consumer world. Indeed, the move can also be seen in GE's newest ad, which features a child describing in fantastical ways what the company does, from building "underwater fans powered by the moon" to "hospitals you can hold in your hand."Continue reading...

the revolution will be televised

Jay Leno Bids Farewell as NBC Ushers in New "Tonight" Talent

Posted by Mark J. Miller on February 7, 2014 06:07 PM

The first time Jay Leno retired from The Tonight Show back in 2009, NBC made sure every viewer knew it. But this time around, as Leno sat behind his desk for the last time Thurday night, his home network seemingly let the event slip by rather quietly.  

As Time points out, the sendoff may have been more to Leno’s fans’ tastes than the last time around. “If you love him, it means he doesn’t put on airs but just works damn hard to help people unwind and laugh five nights a week,” the magazine noted. “If you hate him, it means that he was a careerist who took his comedic gifts and wasted them by watering down his comedy to appeal to the biggest audience possible.”

Love him or hate him, the 63-year-old Leno has been running the primetime talk show spot for the last 22 years (except for that little Conan O’Brien stretch) and has beaten out everyone else on the ratings front. Thursday night, he got sendoffs from President Obama (who named Leno the ambassador to Antarctica), Oprah Winfrey (who chided Leno for not buying his audience members cars), Carol Burnett, Jack Black, Kevin Bacon, Charlie Sheen, Sheryl Crow, Larry the Cable Guy, Kim Kardashian, Garth Brooks, Bill Maher (who stayed on the safe side and also recorded a “Welcome Back” message), Billy Crystal (his first and last in-person guest on the show), and the man who will replace Leno on the show on Feb. 17, 39-year-old Jimmy Fallon, among others.Continue reading...

brand news

In the News: Google, Facebook, PepsiCo and more

Posted by Dale Buss on July 25, 2013 09:27 AM

In the News

Google makes another TV push with $35 Chromecast device, as it gifts free WiFi to 31 San Francisco parks. 

Facebook turns in big quarter as mobile ads drive growth.

PepsiCo squashes idea of acquiring Mondelez as "too risky" as profit pops on snack results.

Beats by Dre redesigns signature headphones, adds chargeable battery. 

BMW moves North America CMO to US regional post.

Boeing is tempered by concerns over defense-spending cuts.

CW leverages birth of royal baby George in marketing for Reign.

Campbell Soup eyes 200 new products.

Cargill becomes industry's first to deliver sustainable cocoa from Brazil.

Chrysler extends production lives of some key models.

Coach leans heavily on outlet stores.Continue reading...

brand news

In the News: HP, BP, BMW and more

Posted by Dale Buss on April 5, 2013 09:01 AM

In the NewsHP board shakeup and chairman exit gives CEO Meg Whitman a chance to shake off troubles.

BP faults Deepwater Horizon claims overseer, launches first brand-wide fuel loyalty program.

BMW prepares X4 crossover for U.S. market, makes vehicles greener with fewer cylinders, less gasoline.

Al Jazeera America hires CNN's Ali Velshi as anchor.

Amazon's Jeff Bezos leads $5 million investment round in Henry Blodget's Business Insider.

Apple reportedly signs music labels for streaming service as Google's YouTube clinches deal with Universal Music.

Best Buy may have turned the tide on showrooming Amazon.Continue reading...

brand news

In the News: GM, UBS, Instagram and more

Posted by Dale Buss on December 19, 2012 09:01 AM

In the News

GM is buying back $200M shares from the U.S. government.

UBS fined $1.5 billion in growing Libor scandal.

Instagram backpedals following outcry on terms of service change enabling user images for ad purposes.

CW pulls plug on major placement platform with end of Gossip Girl.

DirecTV expands cross-platform reach.

Facebook's Mark Zuckerberg donates $500M to charity.

Grammys launches new social trivia game.Continue reading...

brandcameo

Brandcameo: Seth MacFarlane's "Ted" Finds a Friend in Bud

Posted by Andrew Chan on July 2, 2012 12:14 PM

Fans of Seth MacFarlane's Family Guy may be disappointed to find out that the characters from his hit animated FOX series don't show up in Ted, MacFarlane's big screen directorial debut and the new #1 movie at the box office. After all, Ted the foul-mouthed bear busts into their animated game in a bit of cross-marketing synergy.

But there's plenty of promotional love to go around. Some brands are generic, such as the grocery store where Ted tries his paw at a real job; some are inferred, such as the Teddy Ruxpin talking teddy bear that inspired the title character (and was childhood best friend of John Bennett, the social misfit played by Mark Wahlberg), or the Boston car rental agency that employs Wahlberg and his co-worker played by Patrick Warburton is inspired by Enterprise.

The biggest overt product placement, however, is for beer — copious amounts of beer, with Bud Light and Budweiser bottles littering the screen of our dissolute hero and his raunchy plush pal (until Mila Kunis enters the picture). Front Row Marketing Services estimates the value of the product placement on-screen time for Budweiser at $778,325 and Bud Light at $229,670 for Ted's opening weekend.

The movie's Facebook page also puts Bud in a Teddy Bear's Picnic scene, below:

In one cross-promotional deal that straddles in-film product placement and offline marketing, Universal Pictures teamed with Axe for a campaign. In one commercial, Ted takes a date to a fancy restaurant and, er, gets busy under the table. (Watch the NSFW campaign here.)

Another star of the movie is its setting, Boston, where MacFarlane and Wahlberg both grew up. The Ted filmmakers received $9 million in state funds to shoot the film locally, from local landmarks such as Fenway Park to spots that locals only might recognize, as the Boston Globe notes:

The climax at Fenway was just one of the many sequences filmed in key Boston locations. Norah Jones’ concert takes place at the Hatch Shell on the Charles River, home of the Boston Pops’ July 4th extravaganzas; John and Ted get high and run into Donny for the first time at the beautifully manicured Boston Public Garden, home of the famous swan boats; and John tells Ted that Ted has to move out while standing amidst the great tanks in the New England Aquarium.

Ted cajoles Lori to meet John at Charlie’s Sandwich Shoppe, also in the Back Bay, just down Columbus Avenue from the site where the Union United Methodist Church, a cornerstone of Boston’s African-American community, also plays a key role. John takes Lori to Sorellina restaurant for their anniversary dinner, and their disastrous double date with Ted and Tami-Lynn blows up at the Gaslight Brasserie. As well, John and Ted wait in a line of costumed fans at the Somerville Theatre for the opening night of Star Wars: Episode I—The Phantom Menace.

The Globe notes the cameos by the Boston Red Sox and the Stanley Cup (while doubting that anyone would rush to visit Boston after seeing Ted):

“Ted” accounted for roughly a quarter of the $37.9 million in film credits issued in 2011. A Department of Revenue study last year showed that, as an economic development program, the credits have been a dud, costing $142,000 for every Massachusetts job created. But there’s also a fuzzier argument: Boosters assert, almost as an article of faith, that simply showcasing the Commonwealth in movies like “Grown Ups,” “Paul Blart: Mall Cop,” and “Grown Ups 2” has got to be worth something.

"One of the filmmakers’ goals was to find an iconic location to shoot the final moments of the film’s climactic chase sequence through Boston. To their excitement, the Boston Red Sox organization agreed to allow them to film in Fenway Park, the venerable baseball stadium that opened in 1912. However, the giant lighting tower that Ted and Donny climb was reproduced on a stage. During one of the nights lensing at Fenway, the production was graced with the presence of the Stanley Cup, the ice hockey trophy then recently won by the Boston Bruins."

Besides a cameo by Norah Jones, there's an appearance by a childhood hero — Sam J. Jones, the actor who played Flash Gordon — at a party:

Other pop culture references and brands sprinkled throughout the film include "The Tonight Show Starring Johnny Carson" (whose show Ted appeared on after he became a star); SpongeBob SquarePants; a Tintin comic book; Rolling Stone magazine; Cabbage Patch Kids; and clips from "Indiana Jones and the Temple of Doom" and "Bridget Jones's Diary."

For more on product placement in #1 movies, visit the Brandcameo product placement database.

brand news

In the News: Starbucks, Synthes, Coach and more

Posted by Dale Buss on April 27, 2011 09:00 AM

In the News

Air Canada launches new regional brand to replace Jazz.

Amazon vs. Apple "app store" spat continues, while Apple moves to trademark "startup."

Apple iPad 2 finally goes on sale in Japan this week, plus 11 other countries.

Barclay's posts disappointing results.

BP's Russian saga continues as net profit rises, Gulf clean-up costs continue.

Chevrolet Volt and Nissan Leaf ace crash tests.Continue reading...

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