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brand collaborators

The Polished Home: OPI, Ace Hardware Bring the Nail Salon to the Living Room

Posted by Katie Conneally on July 10, 2014 06:17 PM

It used to be that you could spot bold nail polish colors, elaborate nail art and sparkling gel manicures on hands left and right. But after several years of unparalleled growth, the nail polish market has slowed down, with retailers like Coty (which owns OPI) noting a four percent drop in sales at the end of 2013. 

So this year, it’s no surprise that nail polish brands are turning to new, innovative partnerships to reposition nail polish as not just a beauty product, but a key part of consumers' aesthetic lifestyle, in an attempt to drive sales and attract new customers. 

OPI is leading the way through a collaboration with Clark+Kensington, a line of house paints from Ace Hardware. Together, they’ve developed three new color palettes of house paint that match some of OPI’s most illustrious colors. Each palette contains 6 shades and is designed to reflect consumers’ personalities with names like "The Artist," "The Wild Heart" and "The Romantic."Continue reading...

brand collaborators

Google Steps Into the Free Education Realm with edX Partnership

Posted by Sheila Shayon on September 11, 2013 04:50 PM

If it wasn’t clear before, MOOCs (massive open online courses) are becoming… massively popular as television networks, elite universities and search giants join the fray. 

AMC’s hit show The Walking Dead is now being used as the “primary text” for an eight-week online course from UC Irvine titled “Society, Science, Survival: Lessons from AMC’s ‘The Walking Dead." Now Google has thrown its hat in the ring by teaming up with not-for-profit edX to create an open-source learning platform, which will launch in 2014.  

“We support the development of a diverse education ecosystem, as learning expands in the online world,” Google wrote in a blog post. “Part of that means that educational institutions should easily be able to bring their content online and manage their relationships with their students. Our industry is in the early stages of MOOCs, and lots of experimentation is still needed to find the best way to meet the educational needs of the world.”Continue reading...

brand collaborators

Dr. Oz, Hearst Team Up for New Lifestyle Magazine

Posted by Mark J. Miller on June 25, 2013 11:41 AM

Dr. Oz has been working his medical magic and wowing the 25- to 54-year-old female demographic from the comfort of America’s television screens since he first appeared on The Oprah Winfrey Show back in 2004. Five years later, he followed in the footsteps of Winfrey and launched his own show, and now he's taking another note from the multi-talented star. 

Oz announced that he will be launching a lifestyle magazine with Hearst. The publication, which doesn’t have an official name yet, is scheduled to have two issues come out in the first half of next year, according to Mashable. 

"Hearst has a very successful track record of partnering with unique brands and personalities to create engaging content for readers," said David Carey, president of Hearst Magazines in a company release. "Dr. Oz's spirit and message clearly resonate with American women, and the time is right to translate that into a print and digital magazine that will introduce an entirely new category to the market."Continue reading...

brand collaborators

Ford Nabs Tie-In with New DreamWorks Flick Just In Time for Mustang Anniversary

Posted by Dale Buss on June 12, 2013 10:47 AM

No doubt, Ford could stand to generate a little excitement these days.

It has done a great job of instilling the confidence of American consumers in its ability to field a highly competent and very competitive lineup of vehicles across every important segment, but the new F-150 pickup truck won’t come along until next year, and in the meantime the most buzz the brand can generate has to do with a newly redesigned—yet decidedly middle-of-the-road—Fusion mid-size sedan.

So hype for the 50th anniversary of the Mustang is coming along just in time. Not only that—Ford has come up with a perfect vehicle for an integrated marketing campaign that will keep the original pony car and its golden anniversary front and center right up through when the actual occasion is marked in early 2014.Continue reading...

brand collaborators

Fiat, Jones Soda Launch Joint New-Product Promotion

Posted by Dale Buss on June 4, 2013 06:26 PM

Sometimes serendipity brings marketers together in a partnership that makes great sense for both. That appears to be what has happened in a California-only linkup between Fiat and Jones Soda.

Fancying themselves on the cutting edge of American culture, the two brands were already talking, but when they discovered that Fiat was planning to roll out its new California-only 500e this spring at the same time that Jones was planning to launch distribution of its new Natural Jones Soda in California, a fated promotion took shape.

Thus, the newly announced "Jonesin' for a Fiat 500e" summer-photo contest promotion featuring the new all-electric version of the Fiat 500 and the lighter-calorie, reduced-sugar line of new sodas introduced by one of the original boutique-soft-drink brands. They'll be seeking submissions of photos of any Fiat 500 model via social media, partnering in sampling Natural Jones Soda and providing peeks at the 500e at California surfing events and other showcases, and even giving away Natural Jones to visitors to Fiat "studios" in the state.Continue reading...

brand collaborators

GE’s Wonderground Game is Latest Collaboration with BuzzFeed

Posted by Sheila Shayon on May 7, 2013 04:32 PM

In its latest collaboration with BuzzFeed, GE’s Wonderground allows users to explore five US cities via virtual tours, offering up bites of interesting trivia along the way. The multi-platform game avaialble via iOS or online makes use of the media site's photo content pages in order to immerse users in an eye-opening look through science, design and industrial technology. 

The game lets users explore New York City, Boston, Chicago, Los Angeles and San Francisco, in which fun facts like "LAX is the 3rd busiest airport in the United States,” and “the Getty Museum hires goats each spring to eat away at brush around the hills of the building,” which are featured in the L.A. video, voiced by BuzzFeed’s EVP Video, Ze Frank, with the headline, "See what others miss."Continue reading...

brand collaborators

Target Prepares to Launch Pro-Social Designer Collection with FEED USA

Posted by Sheila Shayon on May 6, 2013 11:41 AM

More than 50 million Americans are “food insecure,” according to a 2011 US Department of Agriculture study. In its latest designer collaboration, Target is partnering with FEED Projects to help change that. 

Target is joining forces with Lauren Bush Lauren's FEED Projects, which has previously partnered with Gap, Bergdorf Goodman and Pottery Barn, but the Target partnership is the largest to date. The collection is due to launch June 30. The duo just wrapped up a five-city tour of Feeding America programs that took them to food banks and local pantries in San Francisco, Minnesota, New York City and more. Target and FEED are hoping the partnership will generate 10 million meals for Feeding America.

"Target (has) such a massive reach that we just don't have," Lauren told USA Today. "So it's wonderful when we can partner with Target to really just blow it out and have such a big impact in a short amount of time."Continue reading...

brand collaborators

Gimmick or Gold Mine, 'Creative Director' Brand Craze Adds Timberlake to Ranks

Posted by Sheila Shayon on February 8, 2013 03:24 PM

The list reads like a Who’s Who of A-list celebrities: Justin Timberlake, Beyonce, Alicia Keys, Lady Gaga, Victoria Beckham, Swizz Beatz, will.i.am. But it's not a concert bill.

Instead, it's a list of stars who have recently agreed to serve as creative directors for brands — a trend that seems to blur the lines between star bling and business acumen.

Bud Light Platinum is the latest, announcing this week that it's inked deal with Justin Timberlake “to provide creative, musical and cultural curation for the brand.” The collaboration is to debut at Sunday’s 55th Grammy Awards via an ad, "Platinum Night," which features his latest single, "Suit & Tie." "Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I'm doing," Timberlake stated in a press release.Continue reading...

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