Take the survey!

brand partners

All You Can Sleep: Airbnb, IKEA Team Up for One-Night Event in Australia

Posted by Mark J. Miller on August 22, 2014 05:14 PM

Most consumers who use Airbnb are generally expecting to find themselves sleeping in a house or apartment, but a few lucky Australians may wake up in an IKEA.

According to the Sydney Morning Herald, the two brands have partnered up for a social experiment of sorts: a one-night-only slumber party in one of the retailer’s locations in Sydney. A group of lucky guests will be selected to spend the night of August 31 in the store, getting to choose from bedrooms sets like "rustic charm, inner city living or moden elegance." They'll get to keep the sheets and pay only a $12 administration fee to Airbnb, but they will have to endure a communal dinner. Swedish meatballs, anyone?

"Airbnb gives people access to the most unique listings around the world from treehouses to yurts to villas, and now we're adding IKEA to the list," Eva Ross, Local Operations Lead at Airbnb Australia, said in a statement. "The experience is sure to thrill any guest."Continue reading...

car talk

Kia Brings Hamsters Back to Raves, But What About the Soul EV?

Posted by Dale Buss on August 22, 2014 03:53 PM

Kia is bringing back its popular hamsters in a new TV ad campaign. While there has been criticism that the first commercial is sort of creepy, Kia might encounter a bigger challenge as it touts the new 2015 electrified version of its Soul model: to mix mammalian metaphors, is the brand barking up the wrong tree with this vehicle?

For now, Kia is generating excitement with the news that it is bringing back the six-year-old crew of hamsters that have entertained Super Bowl TV audiences, among others. They will be promoting the Soul EV with a music-harged commercial featuring Maroon 5's new single, "Animals," and a story line that has the lovable rodents creating sexy hamster companions in the laboratory. There's also a free iPad app that lets users digitally investigate the new car's features.

The ad will debut on the MTV Video Music Awards this Sunday. Michael Sprague, Kia's North American chief, told USA Today that the spot will tap into "geek chic" as it focuses on lab-bound hamsters at first attempting to transform a gas-powered Soul into an EV—and ending up creating a leggy female of their species.Continue reading...

branded content

Branded Content Watch: Gatorade, Royal Caribbean, NRA and more

Posted by Abe Sauer on August 22, 2014 02:07 PM

This week in branded content, Gatorade gets sweaty, one Manning brother is back, and beards make babies cry. Check out the latest from Royal Caribbean, EA Sports, Fanta and more.

The Project: Coffee vs Gangs by Kenco

The Pitch: The campaign explains Kenco's initiative to train young Hondurans who are at risk of being sucked into gangs as coffee farmers. Kenco says it is "trying not to do things that are just a badging exercise," but that the brand is attempting to communicate a "real purpose."

The Verdict: Whether you think this campaign is bold or exploitative, you have to admit animated tattoos are incredibly cool.Continue reading...

social marketing

It's All in the Numbers: Instagram, Tumblr Step Up Metrics for Brands

Posted by Sheila Shayon on August 22, 2014 12:36 PM

With marketers pouring buckets of cash and resources into social media campaigns, everyone's wondering: Does it work?

Instagram is now offering a new three-pronged dashboard, the first suite of real-time, self-serve tools for marketers to manage their Instagram accounts and understand the impact of their campaigns.

The “ad insights” tool tracks performance via impressions, reach and engagement, while a second, “account insights,” delivers data on non-paid content posted. A third “ad staging” tool enables previews of creative before it goes live on Instagram.

"An advertiser will now have access to a real-time campaign summary and data showing how their target audience is responding to each of their sponsored photos," Instagram said in a blog post. "Also, brand marketers will be able to better understand the best time of day to post a photo or video."

While Instagram had previously been providing brands with reports about their campaigns, that data is now available directly to them.Continue reading...

bc q&a

Money Tree: 5 Questions with CMO Sean O'Reilly on Peachtree Financial Solutions

Posted by Shirley Brady on August 22, 2014 11:12 AM

For consumers that suddenly come into a cash windfall, it can be a confusing time. That's where Peachtree Financial Solutions comes in. The brand, a sister company of J.G. Wentworth under parent JGWPT Holdings, recently refreshed its brand identity with a renewed focus on customer service. 

The refreshed brand, which debuted earlier this month, is centered around "The Peachtree Promise," six core attributes of the brand that define the way Peachtree representatives handle customer care. With an improved customer experience woven throughout the new website and into the brand's core offerings, there's no doubt that Peachtree is eager to share its refreshed brand with consumers across the US. 

brandchannel Editor-in-Chief Shirley Brady chatted with Sean O'Reilly, SVP and CMO of JGWPT Holdings, about the brand's new look—and outlook.Continue reading...

brand news

Brand News: GM, Gap, T-Mobile and more

Posted by Dale Buss on August 22, 2014 09:33 AM

TOP STORIES

GM sees its lawyers come under scrutiny in fed probe of recalls and cuts output in Russia as market slump continues.

Gap plans to open in India.

Ice Bucket Challenge yields $41 million so far for ALS research.

Sears burns through cash and eyes balance-sheet help.

Sprint and T-Mobile go at it in price war.

MORE BRAND NEWS

Al Jazeera made Al Gore hesitant before sale of Current TV.

Chick-fil-A tests chicken-and-waffles breakfast.

Cinnabon readies Bon Bake Shop test.

Comcast bundles pay TV with campus housing.

Coors Light UK pays Jean Claude Van Damme to attack a block of ice in latest campaign.Continue reading...

ad watch

Pinterest Takes a Note from Apple to Show Off Shiny New Features

Posted by Sheila Shayon on August 21, 2014 06:52 PM

Today, every tech advertisement is seemingly the same: cool people listening to cool music and doing cool things with their device. The Apple-esque ads, whether they intend to or not, put more focus on the consumer than the services that are being advertised, making the user the "hero" instead of said device or service. 

It's a puzzling trend, but one that's being actively adopted by more and more brands, most recently Pinterest. The photo-social network has released a handful of new ads touting its new services, including messaging, that allows for more collaboration among users. The idealistic ads are pretty, and like Apple, centralize the consumer relationship over the service.

But Pinterest isn't the only one doing something new with its platform.Continue reading...

mobile commerce

Toothpaste Gets the Uber Treatment as Car Service Tests Same-Day Delivery

Posted by Mark J. Miller on August 21, 2014 04:47 PM

In an instant-gratification world filled with consumers who, like Veruca Salt before them, want everything right this very second, major brands have engaged in a battle to be the fastest and most-efficient at bringing them whatever they desire.

But while Amazon, Google and Walmart have been duking it out for a while, smaller, and perhaps more nimble brands are set to disrupt the same-day delivery fray. The latest master of delivery (of both people and things) is Uber, which is currently testing a delivery service in Washington D.C. 

The car-service app is testing a new service called Corner Store that "lets users request more than 100 common items like allergy medicine, diapers, toothpaste right through the app,” according to PC Magazine. In addition, to boost business, it has now allowed other apps, such as Starbucks, Hyatt, and United Airlines to add in an Uber button to their apps.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
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements