celebrity brandcasting

LeBron James Announces Cleveland Move on Social

Posted by Shirley Brady on July 11, 2014 01:15 PM

In stark contrast to the media hype surrounding "The Decision" to join the Miami Heat in 2010, LeBron James—sorry, King James—has announced that he's going back to Cleveland to rejoin the Cavaliers in a social media slam dunk.

He led with a tweet (retweeted more than 45,000 times in the first hour) stating "Just posted a photo" that links to an Instagram photo that garnered more than 425,000 "likes" in the first hour.Continue reading...

brand news

Brand News: GM, L'Oreal, Bayer and more

Posted by Shirley Brady on July 1, 2014 09:29 AM

TOP STORIES

GM hopes to turn the key as automaker recalls 8.4 million vehicles and announces victim compensation plan.

Jeep tops most patriotic brands list as brand boosts Chrysler’s June sales.    

L’Oreal settles with FTC over anti-aging ad claims.

Bayer broadens healthcare line by keeping Merck's Dr. Scholl's and Coppertone brands.

Wendy’s taps Boyz II Men for pretzel burger campaign kicking off on Facebook.  

MORE BRAND NEWS

Aereo rivals aim to take advantage of US Supreme Court setback for brand.  

AirAsia and Rakuten team up for budget Japanese airline.  

AT&T sells America Movil stake.Continue reading...

brand news

Brand News: AT&T Buys DirecTV, AstraZeneca Rejects Pfizer Bid and more

Posted by Shirley Brady on May 19, 2014 07:01 AM

TOP 5 STORIES

Brands to Watch

AT&T announced Sunday its board approved a $48.5 billion deal to buy DirecTV, including a plan to sell its $6 billion stake in regional phone giant América Móvil to avoid regulatory conflicts. Also on Sunday, AT&T relaunched the Cricket Wireless brand, which kills off its Aio Wireless prepaid service that launched last year.

AstraZeneca rejects Pfizer's latest $117 billion bid.

YouTube reportedly is acquiring Twitch for about $1 billion.

Johnson Controls divests auto interiors business to SAIC, China's biggest automaker.

Apple is expected to announce this week its $3.2 billion acquisition of Beats Electronics.

ALSO IN THE NEWS:

adidas enables shoe customization via Instagram.

Adobe apologizes for global Creative Cloud failure.

Alibaba signs deal to promote French brands in China.

Amazon loses ICANN bid for .amazon gTLD.Continue reading...

campaigns

Lean In, Girl Scouts Recuit Heavy Hitters for Female Empowerment Campaign

Posted by Sheila Shayon on March 11, 2014 05:42 PM

Despite pursuing some questionable partnerships lately, the Girl Scouts of America seem to be back on track after teaming up with Sheryl Sandberg's Lean In to promote a public service campaign to encourage leadership and achievement in girls. 

The service organizations are hitting the road—and the airwaves—to push its "Ban Bossy" campaign, a message in line with Sandberg's Lean In movement that encourages women to pursue their personal and professional goals. 

“Starting at a surprisingly young age, girls are discouraged from leading. When a little boy asserts himself, he is called a 'leader.' Yet when a little girl does the same, she risks being branded 'bossy'—a precursor to words like 'aggressive,' 'angry' and 'too ambitious' that are often used to describe strong female leaders," a press release for the campaign states. “It's no wonder that by middle school, girls are less interested in leadership roles than boys, a trend that continues into adulthood and reduces the ranks of women at the top of organizations everywhere.”Continue reading...

The Big Game

From Tebow to Dylan, Personal Brands Get Props in This Year's Super Bowl Ads

Posted by Dale Buss on February 2, 2014 10:52 AM

Increasingly, some of the most interesting moments in Super Bowl advertising are coming not in what the brands do but what the people do—the people America cares about, anyway. The Big Game has become a really Big Platform for more and more personal brands.

Perhaps none is more surprising that that of Tim Tebow. T-Mobile announced late this week that it would put the controversial ex-Denver Broncos quarterback in one of its two Super Bowl ads. And the brand is doing so in an interesting way that makes Tebow, arguably, the celebrity whose personal brand has been leveraged in the two most disparate ways on game day.

In 2010, recall, Tebow was controversially the star of a Super Bowl ad by Focus on the Family, along with his mom, who had decided against advice to abort him. But in its ad, T-Mobile is performing a bit of advertising jujitsu with Tebow's personal story that isn't likely to offend anyone, picturing him in a variety of fantastical roles—as an obstetrician, a bull rider and a rock star—that he could fulfill without a contract.Continue reading...

The Big Game

Pepsi Hypes Halftime with Videos, Promos from New York to Nebraska

Posted by Dale Buss on January 31, 2014 03:57 PM

So far, so good in the whole "master-brand" strategy that Pepsi said it's emphasizing in its marketing and advertising surrounding Sunday's Super Bowl. On Friday, the brand released a number of videos with the unified purpose of "hyping" its halftime show featuring Bruno Mars.

The videos included the 30-second lead-in that Pepsi plans to run before the show, and a clever pastiche that utilizes the New York skyline and sites including MetLife Stadium, where the game is being played, in a mashup with music and musicians.

There also are videos demonstrating other ways that Pepsi has permeated its corporate backyard with excitement for the halftime show, including one that uses a "vending machine" that startles would-be consumers by sending out everything from marching bands to break-dancing "referees."Continue reading...

brand news

In the News: Microsoft, Saks, Facebook and more

Posted by Dale Buss on January 31, 2014 09:33 AM

In the News

Microsoft reportedly preparing to name its cloud chief Satya Nadella as new CEO and contemplating removing Gates from Chairman role. 

Saks plans to push harder at high and low ends of luxury market.

Facebook mobile ad boom adds $3.2B to Mark Zuckerberg’s wealth as social network announces news app, Paper. 

Amazon may raise Prime membership price as stock drops on disappointing earnings report.

Anthem blames Obamacare for hiking premiums. 

BMW assesses demand as i3 buyers face six-month wait.

Beyonce is now the focus of a university course. 

Burger King tests chicken-and-waffle sandwich.Continue reading...

The Big Game

For Food and Bev, Super Bowl Will Be a Battle of the Brands

Posted by Dale Buss on January 29, 2014 06:50 PM

No doubt Scarlett Johansson's ad for Sodastream will be among the most-anticipated of the the big game on Sunday. Cheerios' reprise of its mixed-race family will strike some of the most emotional cords. And a Budweiser spot featuring a puppy and a Clydesdale might convert a lot of snack-table napkins into makeshift hankies.

But more impressive than all of those things individually is the likelihood that food and beverage brands finally will rival automakers as the highest-impact vertical choosing to advertise in the Super Bowl this year. (Watch some of the Big Game spots that have already released below.)

One brand in particular, Pepsi, has a lot riding on the Super Bowl—so much in fact that the brand launched a seperate lead-in campaign to build up excitement for the Pepsi-sponsored halftime show.

"The heart and soul of our brand is pop culture and sports and music," Simon Lowden, CMO of Pepsi Beverages North America, told brandchannel. "And there's no better event than the Super Bowl to bring that to life."

The Big Game will be a major platform for Pepsi's tack to what it is calling a "master brand" strategy in which it treats the variety of Pepsi products as a single brand rather than calling out individual products as has been its tendency.Continue reading...

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