Posted by Mark J. Miller on September 16, 2011 05:27 PM
When a big brand and a racing company get together, it is usually so they can excitedly announce that the brand’s name is going to be plastered all over the racing company’s uniforms and vehicles and shoelaces and, well, you get the idea.
Drug-manufacturing behemoth GlaxoSmithKline apparently wants a whole lot more form such a partnership. GSK and the F1 racing group McLaren have established a strategic partnership that will last till 2016 and see the McLaren “share its extensive knowledge of innovation and high-tech research with GSK.”
“McLaren will also help to deliver a high class and efficient performance across the global GSK brand, particularly in its Manufacturing, Research and Development and Consumer Healthcare departments, using its aptitude in the areas of engineering, strategy modeling and analytics,” HealthCareGlobal.com reports.
If that weren’t enough, the two are pairing up to build a new facility that “focuses on developing engineering skills and processes” and will open in 2013.
“I am delighted to announce this partnership with McLaren which brings together two British companies whose continued success hinges on the ability to innovate and rapidly respond to change and competitor activity,” stated Andrew Witty, GSK’s CEO. “This partnership is another example of GSK looking outside its sector for inspiration and fresh perspectives on how we can achieve our strategic goals in an ever more challenging and fast changing business environment.”
If none of these other things work out, maybe GSK will at least start manufacturing Paxil shaped like a Formula One car.
[At top, GSK CEO Andrew Witty and Ron Dennis, Executive Chairman of McLaren Group]
Posted by Mark J. Miller on September 15, 2011 03:43 PM
Movie stars aren't the only one getting pitched by brands in their hotel rooms.
Pro golfers are so popular, everybody wants a piece of them: fans, promoters, agents, coaches, reporters, brands, you name it. BMW is no different. It's sponsoring the BMW Championship, taking place in Lemont, Ill., from Sept. 15–18.
With so many pro golfers heading to the tournament, the host sponsor enticed them with a novel incentive to arrive a little early and take a spin in some BMWs. After all, a pro golfer is a very influential dude.
BMW seeded the process of luring the pros out to a track this weekend at an earlier event by giving out cologne scented like motor oil — yes, motor oil — at an earlier PGA event, above. But the follow-through was even smoother.Continue reading...
Posted by Mark J. Miller on September 15, 2011 01:27 PM
Top Chef has been on Bravo for eight seasons and it is hard to imagine any one of the show’s many knife-wielding contestants just popping in some frozen food.
That will soon change, thanks to a new partnership between ConAgra’s Healthy Choice and the franchise. Healthy Choice is using Top Chef to launch its latest line of frozen entrées, called Healthy Choice Top Chef Inspired Café Steamers, by sponsoring an original web series on BravoTV.com.
The hit cook-off competition just started shooting its ninth season in Texas, so creating web-exclusive programming featuring its fan-favorited alumni makes sense to whet viewers' appetites for the next season, keep the Top Chef brand top of mind — and give advertisers new (branded entertainment) opportunities to reach Top Chef foodies, who are salivating for the new season.Continue reading...
Posted by Dale Buss on September 7, 2011 03:07 PM
One of the more interesting collaborations at New York's Fashion Week tweaks the fact that it's the Mercedes-Benz Fashion Week: a red-and-green-stripped Gucci version of the Fiat 500.
According to Fiat USA, "The exclusive FIAT 500 by Gucci limited-edition models represent the perfect combination of craftsmanship and style, and bring together two of Italy's most respected brands. These special editions of the FIAT 500 and 500 Cabrio have been customized by Gucci Creative Director Frida Giannini in partnership with FIAT Centro Stile."
But read the fine print on the web teaser: "European version shown. North American model available in limited quantities late 2011." See, the Gucci-wrapped 500 actually debuted at Milan Fashion Week earlier this year. Yes, you've got to give Fiat CEO Sergio Marchionne credit for having ... boldness.Continue reading...
Posted by Mark J. Miller on August 31, 2011 11:57 AM
When Turkish Airlines signed on for five years of being the sole sponsor of Euroleague Basketball, the professional basketball league in Europe, it likely had no idea that it would (a) be getting a lot of press because current NBA players have either signed or are considering playing there this season if the NBA’s lockout continues, and (b) had no idea their name would be plastered onto one of the world’s most popular video games: NBA Jam.
SportBusiness.com reports that Euroleague Basketball has signed a licensing deal with Electronic Arts to use its players and teams in NBA Jam. This is the first time that European players and teams are featured in the game, beginning with NBA Jam: On Fire Edition, according to the EA/Euroleague press release on the partnership.
“All fans will be able to choose any of the four participating teams in the last Turkish Airlines Euroleague Final Four,” said a statement from the league. And if video-game players get bored of playing with the Carmelo Anthonys and Kevin Durants of the NBA part of the game, they can get a little dose of international flair and take control of such players as Dimitris Diamantidis, Sofoklis Schortsanitis, or Carlos Suarez.Continue reading...
Posted by Sheila Shayon on August 11, 2011 01:00 PM
Want to crack a code launching lasers to blast open a safe containing a Samsung Series 9 notebook and $10,000 in solid gold?
Tweetcracker is the second iteration of the Boosted campaign (you might recall Tweet Wrap from last Christmas), inspired by the Samsung Series 9 with the 2nd Gen Intel Core i5 processor.
Twitter users can tweet three attempts a day to crack a code that unleashes lasers that strike the C4 and blast open a safe located in an underground lair.Continue reading...
Posted by Sheila Shayon on August 3, 2011 10:00 AM
Rosie O'Donnell’s recent appearance in LA at the Television Critics Association U.S. TV networks' fall presentations was a big win for the comedian, and for OWN founder Oprah Winfrey.
"It's a huge, huge stamp of approval. It's almost like being knighted, to have her say she wanted me to do this for her," said O’Donnell in reference to her new boss. "I still get nervous when I get her phone calls." It’s a mutual admiration society, said Winfrey, who commented, "She could have gone to any of the big broadcast networks. But she chose to take her talent to OWN."
The Rosie Show, O'Donnell's new talk show on OWN, will revamp her old talk show for the average woman entering her fifties, inviting one guest per show to address news-driven subjects. What it will not be: a vehicle for stars to promote a project.Continue reading...
Posted by Sheila Shayon on July 28, 2011 02:00 PM
Taco Bell is extending its marketing partnership with MTV with a co-branded campaign to promote the upcoming MTV Video Music Awards (VMAs) to Taco Bell fans with a sweet deal: a Big Box Remixed special featuring four classic Taco Bell menu items with a side order of exclusive music content.
The co-branding partnership is also something of a special deal for the leading Mexican-style quick service restaurant chain, as it marks Taco Bell's foray into the social media space of QR code packaging via a free mobile app.Continue reading...