2014 Brandcameo Product Placement Awards

brand news

In the News: Facebook, Walmart, Hertz and more

Posted by Dale Buss on August 15, 2013 09:28 AM

In the News

Facebook to test its own PayPal competitor. 

Walmart cuts earnings guidance for rest of year.

Hertz remakes car rental as a retail experience.

AMC gets advertising bonanza as Breaking Bad winds down.

American Airlines and US Airways preview merger defense.

Cadillac plans to reveal new Escalade this fall.

Cisco cuts 4,000 jobs, blaming weak economic recovery.

Ford plans to boost capital spending as expectations boom.

Hooters blackballs embattled mayor of San Diego as brand dives into social media.

Macy's notes troubling slowdown in store traffic.Continue reading...

product placement

Hyundai Bows to Realities To Make 'Walking Dead,' 'Burn Notice' Deals Work

Posted by Dale Buss on August 5, 2013 08:02 PM

Hyundai has been doing a solid job of landing its products on hot cable-TV shows during the last few years, getting its Genesis Coupe featured on USA Network's Burn Notice and its Tucscon SUV a starring role in the AMC Network hit The Walking Dead. But lately the auto brand's efforts are having to bow to some realities imposed by the popular fictional worlds.

The brand is re-upping its relationship with The Walking Dead with advertising during the show when it debuts again in October and is "in negotiations" about the details of that, David Matathia, director of marketing communications for Hyundai USA, told brandchannel. He said that Hyundai, among other things, will be executing "custom ad units where we're leveraging original artists from the Walking Dead franchise, so when our [ads] appear in fan magazines, they come accross as a unique connection to the show."

In its new "The Walking Dead Chop Shop" app, Hyundai had to figure out how to leverage fans' affection for the extremely reliable kiwi-green Hyundai Tucson featured in the TV show without violating logical rules around the the vehicle’s  “persona.”Continue reading...

china

China Racks Up Millions of Mobile Views Watching US TV Content

Posted by Abe Sauer on August 5, 2013 11:37 AM

Temperatures in Shanghai have been at or above 100 degrees every day for about three weeks; it's the city's hottest summer in 140 years. The heat has killed 11 and driven tens of thousands into the indoor children's play areas in malls, myself and toddler included.

As their children trampolined in netted cages, nearly every parent—and many grandparents—sat or stood, face glued to a mobile device. Most of them were watching a foreign TV program or film. Granted, I have become accustomed to the sight of Shanghaiers glued to TV programs on tablets and smartphones while waiting for buses or subways, while on buses and subways, in line at KFC and Starbucks, and in a few cases while at work. But at the play area, I watched as parents became oblivious to their children in favor of Korean and US shows. One dad stayed glued to his iPad as his son loudly yelled for the man to watch him go down the slide. He was watching the US show Arrow.

For maybe the first time in over 25 years spent on and off in China, I watched Chinese parents largely ignore their (often otherwise doted-upon) children. All because of the CW Network.Continue reading...

brand news

In the News: Facebook, Apple, General Mills and more

Posted by Dale Buss on August 5, 2013 09:25 AM

In the News

Facebook hires first CMO from Google.

Apple, Samsung and tech world are thrown by Obama administration intervention into trade ruling.

General Mills creates character to pitch Toaster Strudel as cold-cereal sales lag.

AB InBev defends Budweiser Black Crown performance.

AMC is at a crossroads.

Bass updates penny loafer for the next generation.

Cadillac hits pricing ceiling with ATS.

Citigroup expands "Thank You" loyalty events.

Cox Communications introduces Netflix-like personalized TV experience. 

Denny's looks beyond breakfast with new marketing strategy.

Ford taps Mustang history in videos.Continue reading...

branded entertainment

Jaguar's 'Desire' is Off the Mark as Need for Branded Content Stretches Some Too Thin

Posted by Abe Sauer on April 30, 2013 11:26 AM

How appropriate is it that Jaguar has finally released its much anticipated branded short film Desire at the very same time that a fictional Jag representative on the hit show Mad Men is arguing for foregoing a "national ad campaign in favor of hard driving sales ads at the local dealer level?"

The Desire film is absolutely a national brand-making campaign and by no means a "hard driving" sales push of any kind. It is not meant, in the Mad Men dealer's words, "to move metal." It's too bad then that Jaguar's real-life branded film is so poorly targeted since Mad Men set the brand up with such a meatball opportunity.

For months, the auto-watching world has wondered about the Jaguar mini-film. When the music video tie-in from Jaguar music partner Lana Del Rey was released on Valentine's Day, it sucked up attention. The video has since logged over 300,000 views.

The full, quarter-hour mini movie is now here and it's hard to argue that Jaguar's Desire isn't a rather naked attempt to recreate the themes of BMW's decade-old iconic branded film series The Hire.Continue reading...

retail watch

Gap Proposes Franchising, Seamless Shopping in Plan for Global Expansion

Posted by Mark J. Miller on April 19, 2013 03:46 PM

Gap has had rough times in recent years, with hundreds of store closures and executive swaps. But the clothing company is hedging a unique plan that it hopes will help it continue growing market share worldwide under the helm of its new, more focused Creative Director Rebekka Bay. 

Glenn Murphy, the company’s chairman and CEO, rolled out the blueprint Thursday, noting that the brand aims to franchise Old Navy locations internationally, add Old Navy and Banana Republic stores to the brand’s presence in China and have a stronger push across all channels for all of its brands, including Athleta, Piperlime and Intermix, Mediapost reports

"We see [the opportunity for global growth] particularly in some countries where in our category, you're talking about double-digit growth just to keep up with the market," an exec said during the call, according to Fool.com, which named China, Indonesia, Vietnam and Cambodia as a few of the countries in question. Old Navy is expected to be the first of the Gap brands that goes into Asian markets that it hasn’t entered just yet. Up to 85 stores are expected to be opened before year’s end and 10 of those will be outlets.Continue reading...

digital advertising

Advertisers Adapt Strategies to Harness Dual-Screen Engagement

Posted by Sheila Shayon on April 16, 2013 07:47 PM

In living rooms across the country, consumers are not watching just one screen, nor are they engaging with content in just one way as marketers and brands create increasingly innovative campaigns to keep consumers' eyes and ears on products.

Social media is now the acknowledged ‘elephant in the room’ as consumers increasingly engage in social activities while tuning into more traditional forms of content. According to Nielson's 2012 State of the Media report, nearly 41 percent of tablet owners and 38 percent of smartphone owners use the devices while watching television. 

While some broadcasts like the Oscars and ABC's The Bachelor benefit from such a social tie-in, most brands and advertisers are trying to figure out how to better leverage multiple media channels to build viewership and engagement without losing ground elsewhere. This season, The Bachelor incorporated live Twitter feeds into its broadcast. "I think it is fair to say that the integration of social media into live broadcasting is still in its infancy," Tim Bock, VP of production, alternative series and specials ABC told Mashable. "There are other entities utilizing these technologies on a show by show basis. But we at ABC are looking at the bigger picture of large scale implementation of audience interaction capabilities.”Continue reading...

brand news

In the News: HP, BP, BMW and more

Posted by Dale Buss on April 5, 2013 09:01 AM

In the NewsHP board shakeup and chairman exit gives CEO Meg Whitman a chance to shake off troubles.

BP faults Deepwater Horizon claims overseer, launches first brand-wide fuel loyalty program.

BMW prepares X4 crossover for U.S. market, makes vehicles greener with fewer cylinders, less gasoline.

Al Jazeera America hires CNN's Ali Velshi as anchor.

Amazon's Jeff Bezos leads $5 million investment round in Henry Blodget's Business Insider.

Apple reportedly signs music labels for streaming service as Google's YouTube clinches deal with Universal Music.

Best Buy may have turned the tide on showrooming Amazon.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?
BPBP
Branding Comeback Challenges
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
Digital Watch: WahlAT&T
Rethinking Possible With Transmedia Storytelling
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements