branded entertainment

Chevrolet and Spike Lee Pay Tribute to Mo'ne Davis and the Magic of Baseball

Posted by Dale Buss on October 24, 2014 12:14 PM

By adding baseball ingenue Mo'ne Davis to the its starting rotation in a new TV ad for the World Series, Chevrolet is tapping into a new type of Americana—one that has been built around the 13-year-old girl who wowed opponents, spectators and baseball fans alike with her stellar performance in last summer's Little League Baseball World Series.

"Very few brands could tell the story on that stage and in as credible a fashion as Chevy can," Steve Majoros, an advertising and marketing director for Chevy, told brandchannel. "It's a nice, natural fit for us with the story and the magical summer [Davis] had." Continue reading...

brand news

Brand News: P&G, Pandora, Chevrolet and more

Posted by Dale Buss on October 23, 2014 09:15 AM

TOP STORIES

Chevrolet celebrates pitching sensation Mo'ne Davis in longform commercial.

Amazon still finds profit elusive.

Macy's links with Google to show shoppers what's in stock nearby.

P&G ousts North American head in executive shuffle as CEO Lafley re-sets succession plan.

Pandora opens listener data to let musicians target fans.Continue reading...

off-brand

Chevy Pulls 'Silverado Strong' Promo in Another Example of Misguided Relevance

Posted by Dale Buss on October 30, 2013 03:39 PM

Chevrolet backed out of a "Silverado Strong" promotion planned for the fifth game of the World Series this week in St. Louis after figuring at the last minute that it could get criticized by seeming to exploit the "Boston Strong" theme that arose in the wake of the Boston Marathon terrorist bombings in April.

The brand was going to ask crowd members at Busch Stadium to use placards under their seats to spell out "Silverado Strong" in a reference to the ongoing marketing campaign for the crucial new Chevrolet Silverado pickup truck. But after pictures of the rehearsal that had been posted online drew social media complaints, GM and Major League Baseball pulled the plug.

"Chevrolet had planned to continue the campaign [at the game] through an interactive in-stadium promotion," Chevy spokesman Michael Albano told brandchannel. "However, following [the] rehearsal we realized there was the possibility that we may offend some of the very fans we were trying to honor, [and] for that reason Chevrolet and MLB decided to cancel the promotion."Continue reading...

sporting brands

Taco Bell Cheers Giants World Series Win with Free Doritos Locos Tacos

Posted by Dale Buss on October 29, 2012 03:57 PM

At least when marketers take out ads during the Super Bowl, they always know what they're going to get: A game stretching over about four hours and including one long halftime show. But in its best-four-out-of-seven format, baseball's World Series can be more problematic for brand sponsors because they never really know whether they've got two weeks — or just one — to make their impressions.

That's why, while the San Francisco Giants' four-game sweep of the Detroit Tigers was sweet for San Francisco, it proved problematic for at least two advertising efforts tied directly to the World Series — and, seemingly, to the probability that the Series would last for at least five games.

Take Taco Bell. Thanks to a stolen base by Angel Pagan of the Giants during Game 2 of the Series, Taco Bell is planning a US-wide promotion tomorrow with MLB (assuming Hurricane Sandy doesn't blow it off-course) in which anyone in America can swing by for free Doritos Locos Tacos between 2 and 6 p.m. local time.

Pagan kicked off the fulfillment end of the "Steal a Base, Steal a Taco" promotion with his swipe, stating that he "couldn't be happier my stolen base won free tacos for America.'Continue reading...

brand news

In the News: Amazon, Citi, Chanel and more

Posted by Dale Buss on October 26, 2012 09:02 AM

In the News

Amazon swings to loss on aggressive spending on future growth, worries about Apple's iPad mini, while Apple disses Microsoft Surface tablet.

BBC sees dimensions of Jimmy Savile sex abuse scandal grow.

Bank of America still dealing with fallout from collapse of Countrywide.

Chanel benefits from buzz created by Brad Pitt campaign.

Cheesecake Factory bucks casual-dining traffic decline.

Chipotle considers once-forbidden veer toward fast-food platform.

Citigroup CEO exit reportedly was planned for months.Continue reading...

brand news

In the News: P&G, Kimberly-Clark, Twitter and more

Posted by Dale Buss on October 25, 2012 09:03 AM

In the News

P&G sees profit soar and revenue drop in latest earnings report.

Kimberly-Clark pulls back in Europe.

Twitter encourages brands to find and use their authentic voice.

Apple earnings report on Thursday will be closely watched.

AT&T sees slowing in wireless-subscriber growth.

Barbie CMO looks to Royal Caribbean cruise experience launch in new year.

Best Buy shakes up management.Continue reading...

brand news

Brands to Watch: Google+, Kodak, MC Hammer

Posted by Shirley Brady on October 20, 2011 06:16 PM

Brands to Watch

American Airlines deemed most hated airline on social media.

AT&T may unload MetroPCS.

BMW takes luxury auto sales crown in US.

Delta expands "economy comfort" brand to entire fleet.

Google aims to make search more social and dynamic.

Google+ to launch brand pages "imminently."

Kodak's bet on printers fails to quell doubters.

MC Hammer is developing his own search engine.Continue reading...

sporting brands

World Series Sticks With the Program

Posted by Barry Silverstein on October 19, 2011 04:01 PM

In an era when communications is increasingly electronic, a printed item has prevailed as both a chronicler of history and a valued piece of memorabilia.

It is the World Series program which, since 1903, has been sold at every World Series. While programs were just 10 cents during the first ten years of World Series history, a program at this year's World Series, which begins tonight when the Texas Rangers face off against the St. Louis Cardinals in St. Louis, will set fans back $15.

Still, it's a good bet the programs will be snapped up because they are "one of the most important licensed products we make," says Howard Smith the senior vice president for licensing at Major League Baseball. Ira Mayer, the editor of The Licensing Letter, adds, "It's physical and tangible, and everything else is here and gone."

Speaking with the New York Times, Smith would not reveal the number of programs sold each year, but he did say that the first game of the 2005 World Series was held at U.S. Cellular Field in Chicago, with a capacity of around 41,000 — and more programs were sold than there were people in the stadium.Continue reading...

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