Learn more about Sustainable Brands 2015 San Diego

branding together

Nook vs. Kindle: Microsoft Picks a Side the e-Reader Battle

Posted by Sheila Shayon on April 30, 2012 01:16 PM

Microsoft has invested $300 million in a digital venture with Barnes & Noble in a bid to make the bookseller's Nook e-reader available to millions of new customers, from consumers to students, through integration with the Microsoft's Windows 8 operating system. 

"Our complementary assets will accelerate e-reading innovation across a broad range of Windows devices, enabling people to not just read stories, but to be part of them," commented Microsoft president Andy Lees to the BBC. "We're on the cusp of a revolution in reading."  

“The shift to digital is putting the world’s libraries and newsstands in the palm of every person’s hand, and is the beginning of a journey that will impact how people read, interact with, and enjoy new forms of content,” said Lees in a statement.

Microsoft gets a 17.6% share of the yet-unnamed joint venture, for now (Hulu-like) being called NewCo, with Barnes & Noble owning the remaining 82.4%. The deal includes Barnes & Noble’s College business and the company’s shares are up more than 80%, reaching $25, the highest level since 2009.Continue reading...

branding together

Coca-Cola Taps Spotify to Open Musical Happiness via Facebook

Posted by Sheila Shayon on April 18, 2012 04:08 PM

Coca-Cola is mounting a massive music-based global marketing campaign pegged to the London 2012 Olympics, so it makes sense that Coke would partner with the leading musical app (Spotify) on the biggest social network (Facebook) to bring free music to countries worldwide, expanding on a relationship that started last year.

A message posted on Coca-Cola's corporate Twitter feed confirmed the partnership following Spotify's CEO keynote at the Ad Age digital summit this morning in New York: “What goes better with Coke? Music. Daniel Ek just announced @Spotify and Coke partnership.”

The details were forthcoming at a post-keynote press conference: Spotify will be the primary technology for Coca-Cola Music worldwide, with its app integrated into Coke's Facebook presence and Timeline for a ‘seamless social music experience.’

Coca-Cola will leverage the Spotify API and platform through a variety of applications, the first of which was built by independent developers during a two-day Spotify/Coca-Cola “hackers den” held in New York City this past weekend, which will be unveiled at the 2012 Olympics in London.Continue reading...

branding together

Is Men's Health Nuts to Team with Planters?

Posted by Dale Buss on April 17, 2012 04:08 PM

Ever heard of Beer Nuts? The brand of bar peanuts, redolent as it is of junk foods and calorie-laden alcoholic concoctions, is typical of male consumption of nuts.

But now Kraft has another approach in mind. Leveraging the increasingly understood association between nuts and health in a new way, the Planters brand has signed a deal to co-brand a nutritious nut mix with Men's Health magazine, as we noted here yesterday.

Planters Nut-rition Men's Health Recommended Mix has rolled out with an advertising campaign on the back cover of the May issue of the magazine and a TV spot (watch it below) that's now running on ESPN and other US cable networks.Continue reading...

branding together

Play Ball! MLB Opening-Week Chevy TV Ads Highlight Hometown Detroit Tigers

Posted by Dale Buss on April 5, 2012 07:07 PM

Whether Chevy is running deep, running sure (with its new global Commonwealth ad agency) or running well (based on recent strong sales), one thing the brand isn't running is away from its traditional association with baseball as the official sponsor of Major League Baseball.

And so in this opening week of the 2012 MLB season, Chevy has reached back to 1974 to remind American baseball — and car — fans to make sure they remember that it's always been behind America's Pastime. New ads key in on the catchy jingle from the old ads, "Baseball, hot dogs, apple pie and Chevrolet," and put them in new voices.Continue reading...

branding together

May the Force Tag With You: Brisk Connects Star Wars Fans to Xbox Kinect

Posted by Sheila Shayon on April 4, 2012 06:01 PM

Chris Pratt has the Force behind him in the above video promoting the new Kinect Star Wars game for Xbox 360.

The timing also inspired Pepsi's Brisk Iced Tea branding team to expand its recent Star Wars co-marketing push with a new promotion that gives players an Anakin Skywalker pod-racer as the new Kinect Star Wars game hits 7-Eleven stores this week, priced at $50.

Specially marked 1-liter bottles of Brisk now sport a Microsoft Tag bar code (or M-tag) that can be scanned with the Xbox 360's Kinect motion sensor. The partnership marks the first use of M-tags for a video game promotion, and the first test of the Microsoft mobile technology by a PepsiCo brand.Continue reading...

branding together

India is Perking Up – Way Up: Buy Coffee and Earn Plane Tickets

Posted by Mark J. Miller on March 20, 2012 09:58 AM

All you people drinking coffee in India should keep track of your cups. Drink enough of the stuff and you might earn yourself a free flight.

Indian Express reports that the country's top airline, Jet Airways, and #1 coffee chain, Barista Lavazza, have partnered up on a new loyalty program, JetPrivilege, that allows members to earn air miles from coffee purchase. For every 100 rupees spent, members earn five miles.

"Opportunities to engage with premium brands are of huge value to us,” said Jet chief commercial officer Sudheer Raghavan. “It means we can go above and beyond guest expectations, providing them with a number of value-added services. Given Jet's extensive route network and the high propensity of its guests to travel, it is a natural partner for a brand like Barista."

Barista has more than 160 cafes in India and also has locations in Sri Lanka, Bangladesh, Oman and the United Arab Emirates. "Partnering with Jet is part of the larger strategy that Barista wishes to follow with an aim to ensuring customer delight," Barista Lavazza chief operating officer Nilanjan Bhattacharya added. Now bring on the caffeine and start racking up miles!

branding together

American Express Promotes Twitter Sync at SXSW with Jay-Z

Posted by Sheila Shayon on March 8, 2012 11:15 AM

American Express announced an innovative social media integration with Twitter this week, enabling US cardmembers to turn customized Twitter hashtags into savings via sync.americanexpress.com. Promoted with the tagline “Sync. Tweet. Save.” the social marketing promotion is the most direct use of Twitter to date by a brand that creates a real utility for customers: couponless savings loaded directly to their synced cards and automatically delivered in a credit statement.

“With Twitter, we’ve really hit the trifecta. We have a great platform in Twitter,” said Ed Gilligan, Vice Chairman, American Express. “We know our cardmembers are engaged in Twitter. We’ve been working with them to think about how can we help them move from conversations to commerce. To turn a tweet into a transaction.”

Brands trying out Amex Sync include Best Buy, McDonald’s, Whole Foods Market, 1-800-FLOWERS.COM, Century 21, The Cheesecake Factory, Dell, FedEx Office, FTD, Gulf, H&M, Seamless.com, Sports Authority, Ticketmaster, Virgin America and Zappos. They'll be closely watching the analytics on this test, with the Amex Synch API offering also supplying reports to merchants about customer spending, online and offline.

And if they're in Austin for SXSW on March 12th, they can celebrate at a concert featuring Jay-Z.Continue reading...

branding together

Taco Bell Goes to Shell With Doritos

Posted by Dale Buss on February 20, 2012 02:55 PM

The actual introduction of the co-branded Doritos Locos Tacos may be a couple of weeks away from joining its menu nationwide, on March 8th, but Taco Bell is in need of a hit product launch. It's been only a year since the since-discredited lawsuit against Taco Bell's beef did its damage. And the brand's young-adult customer base is still struggling with unemployment doldrums.

So the chain has been gearing up its highly capable promotional machine far in advance for the new line that consists of Taco Bell fillings and shells made from Doritos, including a campaign on Twitter. While Taco Bell typically must make marketing mileage out of a new layer of cheese here or a different flavor of meat filling there, what's different this time is that the chain is able to co-brand with one of the biggest names in snacking. A clock on Taco Bell's website counts down the seconds until the magic date.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
LanamrqLanmarq
Highlighting the Present—and Future—of Branding in Latin America and Iberia

Advertisements