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Katy Perry, Pepsi, MTV Team Up for Primetime VMA Reveal

Posted by Sheila Shayon on August 22, 2013 11:12 AM

MTV's annual Video Music Awards are this Sunday, and the show, like every year, is reaching higher to engage and entertain fans, whether they're inside Brooklyn's Barclays Center or not. 

This year, pop singer Katy Perry has partnered with Pepsi for a socially-infused promotion built around her secret performance, where fans will get to choose which song she performs, and in turn, what her next single will be off of her new album. Pepsi, MTV and Perry will be giving out clues leading up to Sunday's performance to help fans unlock information, including song titles and lyrics. Fans can listen and vote for their song of choice via a microsite and using hashtag #KatyNow. 

The voting process will conclude with Perry's performance, which will take place somewhere outdoors in Brooklyn (also one of the clues).Continue reading...

brand makeovers

MTV Preps for New VMA Venue with New Moonman, Social Nominees

Posted by Sheila Shayon on July 18, 2013 05:16 PM

This year's MTV Video Music Awards will be hosted in an all-new venue—but why stop there? The venerable media brand has taken to a new, more social way of announcing its VMA nominees, too. In anticipation of the live awards show, which will take place for the first time in Brooklyn, New York's Barclays Center, the network announced nominees via videos on Instagram and Vine.

MTV posted the first video Wednesday, "giving the VMAs the distinction as the first award show to ever announce nominations via these social media video platforms." MTV will continue to release new videos with new nominees every hour, part of its #RoadToTheVMAs campaign. 

MTV was the first brand to reach 1 million followers on Instagram, a number that has risen to 1.37 million, while on Vine, it currently has 117,000 fans.Continue reading...

brand mascots

Kia Brings Back the Hamsters for Kia Soul Commercial and Music Video Contest

Posted by Mark J. Miller on September 10, 2012 06:19 PM

U.S. auto sales had their best month in three years in August, but you don’t necessarily have to put out any cold, hard cash if you want some new wheels. It might help, though, if you can dance and know how to operate a video camera.

Korea’s Kia Motors is offering up a brand spanking new $14,400 2013 Kia Soul for whoever can come up with a 90-second music video that judges and consumers fall for — and raises the question of whether Kia has accepted the mantle of "hamster brand" after its CMO told Ad Age he wanted to avoid that nickname.

The contest ties in with its latest Hamsterrific ad campaign, the "Bringing Down the House" commercial that debuted during the MTV Video Music Awards telecast last week, that features those shuffling hamsters again — only this time around they go back in time to win over a snooty crowd of pompadoured, poufy opera fans.Continue reading...

celebrity brandmatch

Citi Dangles Alicia Keys and Celeb Access in First Private Pass Campaign

Posted by Shirley Brady on September 7, 2012 04:38 PM

With its newest campaign, "The Ex," Citi is extolling its Private Pass cardmember perks program by tapping into the buzz around the MTV Video Music Awards this week.

Debuting the first national campaign for the program during Thursday night's VMAs telecast, the goal is to associate Citi-enabled insider access with acquired cool by rubbing shoulders with more celebrities than ever before: the intimacy of attending exclusive events, such as a foodie event with chefs Giada DiLaurentiis and Daniel Boulud, or a private concert for Citi customers by VMAs performer Alicia Keys, the opportunity to play basketball with Dwyane Wade and John Calipari, or a Sunday football viewing party with John Madden.

It's also hoping, of course, to distinguish its member perks program from what American Express offers.Continue reading...

personal brands

Gabby Douglas and Ryan Lochte Compete to Extend Their Brands

Posted by Mark J. Miller on September 7, 2012 10:10 AM

The London Olympics have been over for nearly a month and most Americans have pretty much forgotten – if they ever even knew – the names of such competitors as wrestler Jacob Varner, diver David Boudis, and boxer Claressa Shields.

Sure, they all won gold medals, but in sports that Americans watch by the millions. Gymnast Gabby Douglas and swimmer Ryan Lochte, who were two of the biggest American brands coming out of the Games, are lucky enough to have selected sports that more U.S. residents care about. So these two, along with the marketing geniuses assigned to them, are doing everything they can to help Americans stick their names into the permanent memory book that already features such folks as Bruce Jenner, Mary Lou Retton, and Eric Heiden.Continue reading...

brand news

In the News: Apple TV, Fashion's Night Out, IHOP and more

Posted by Shirley Brady on September 7, 2012 08:55 AM

In the News

Apple seeks to create web radio Pandora rival as TV talks bog down with content companies.

Beyonce-backed House of Dereon fashion label sags.

Bobbi Brown Cosmetics reveals Katie Holmes campaign.

Cablevision refreshes Optimum brand.

Elizabeth Arden launches Nicki Minaj's perfume debut, Pink Friday.

Emporio Armani becomes first brand to partner with Spotify.

Fashion's Night Out brings out global fashionistas.

Ford expands offerings for Europe.

Grand Marnier launches experiential rooftop bubble bar in London.

IHOP partners with PepsiCo's Quaker Oats brand.Continue reading...

celebrity brandcasting

From Destiny's Child to Her Own, the Rebranding of Beyonce Begins

Posted by Mark J. Miller on September 5, 2011 10:01 AM

Talk about a show-stopper. No, not Lady Gaga's cross-dressing performance as Jo Calderone. It was Beyoncé's surprise revelation at the MTV Video Music Awards that she and husband Jay-Z are expecting a baby that shocked observers, prompting 8,868 tweets per second as the news spread on Aug. 28, setting a record for the site.

Now, as Beyoncé prepares to add "mom" to her list of credits, fans are wondering what this is going to do to her career. Will it delay the filming of her next movie? Will it cost her the love of young male hip hoppers?

Forbes suggests that this new chapter in the lives of hop hop’s king and queen doesn’t have to be a bad thing brandwise. Instead, this may open up a lot of doors for the pair, who placed second in Forbes’ annual list of top-earning celebrity couples. They brought in $72 million, behind only the whopping $76 million pulled in by New England Patriots quarterback Tom Brady and supermodel wife Gisele Bundchen.Continue reading...

brand partners

Dove D.J.’s Spin Rebalance

Posted by Sheila Shayon on August 29, 2011 01:07 PM

Unilever’s Dove brand is spinning its commitment to “real beauty” and “real women” with three female DJ’s in a marketing effort to draw a younger demo to Rebalance deodorant and body spray.

“These 20-something D.J.’s are arbiters of what’s cool and fresh in music, fashion and pop culture. They are sharing personal stories, style secrets and music insights they have gathered by having the pulse of all that is cool,” said Kathy O’Brien, VP for Unilever’s U.S. personal care division.

The first event in the multiplatform “Fresh Spin” campaign was last night's Video Music Awards on MTV, that last year drew 11.4 million viewers, about 50% of whom were young women, ages 12 to 34.Continue reading...

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