branded entertainment

Branded Entertainment Watch: Nissan, FedEx, Nike and more

Posted by Abe Sauer on November 21, 2014 12:31 PM

The Project: "1996 Maxima—Luxury Restored—Luke Aker’s Story" for Nissan

The Plot: Last year, Nissan bought one of its own 1996 Maxima sport sedans after its filmmaker-owner's "Luxury Defined" for-sale ad (watch below) went viral. Now, Nissan is back to leverage that epic ad with that same Maxima restored to its "previous glory," documented in a new video and a display at Nissan's North American headquarters.

The Verdict: Brands, are you listening? This is how you do viral!Continue reading...

brandcameo

Land Rover's Novel Idea: Literary Product Placement With James Bond Author

Posted by Mark J. Miller on November 17, 2014 05:10 PM

When Ian Fleming’s first James Bond novel, Casino Royale, hit bookstore shelves in 1953, it featured a top spy who couldn’t be swayed by anything (except maybe a pretty face and a perfectly shaken martini). These days, however, it seems that cold hard cash has an undeniable allure for Bond's brand brokers.

At least it does for William Boyd, the British novelist who is currently responsible for writing the James Bond character’s adventures. After signing a deal with Land Rover, Boyd put the brand front and center in his latest work, The Vanishing Game. Though Bond himself does not appear in the new book, fans of the franchise will surely be studying Boyd's next 007 feature more closely for potential product placements after this.

As The Times of London hears, Boyd was paid a six-figure sum to write Land Rover into his latest novella: The Vanishing Game, an eight-part multimedia story featuring video, photography, animation, and sound. Readers can discover the full experience on the book's interactive Tumblr page or download it as free e-book through both Amazon and Apple.Continue reading...

brandcameo

Samsung, Harley-Davidson Go All-Out for Product Placement in Avengers 2

Posted by Abe Sauer on November 14, 2014 07:08 PM

While the second Avengers film, Avengers: Age of Ultronwon't be in theaters for another six months, product placement is already paying off for the brands that have partnered with the upcoming Marvel film.

Samsung, for one, is poised to pull off the kind of product placement that could make it a future case study for the practice.

It pops up twice in the latest trailer (watch below) in a brand cameo that's already projected to be worth $2,903,309 according to Front Row Analytics, which uses a proprietary formula to put dollar values on product placements.Continue reading...

branded entertainment

Branded Entertainment Watch: Comedians in Cars Getting Kramer

Posted by Abe Sauer on November 14, 2014 12:15 PM

Jerry Seinfeld celebrates the debut of season five (and 70 million hits) of Acura-sponsored Comedians in Cars Getting Coffee in a bit that reunites him with Michael Richards—who doesn't play Kramer, but Crackle president Dick Corcoran. Check out the short film below, along with the latest and greatest in branded entertainment. Continue reading...

branded entertainment

Branded Entertainment Watch: Porsche, Honda, Burberry and more

Posted by Abe Sauer on November 7, 2014 12:11 PM

The Project: "Art of the Thrill" for Porsche

The Plot: A group of brand influencers get strapped up and go for a special ride in a new Porsche Macan.

The Verdict: Porsche's marriage of art and technology is a multi-pronged target that includes native advertising in The Atlantic.Continue reading...

ho-ho-holidays

Penguin Love: It's That Time of the Year for John Lewis, the Store and the Man

Posted by Mark J. Miller on November 6, 2014 01:48 PM

British retailer John Lewis has made headlines for itself since 2006 by putting out an annual short film holiday advertisement to great fanfare. Aside from being a heartwarming, music-driven spot, the ads always noticeably go out of their way to not showcase anything about the department store itself.

The videos have become an annual event of sorts for the department store, an indicator that the holiday shopping season is upon us. This year’s edition, revealed online today ahead of Friday's TV debut in the UK, tells the sweet story of a lad and his lovelorn Monty the penguin, set to British Breakthrough Artist nominee Tom Odell singing John Lennon’s Real Love.

There's also an in-store virtual reality experience, a mobile app, an online game and much, much more.Continue reading...

campaigns

Campaign Watch: New Ads From Lexus, Coors Light, Toyota and more

Posted by Shirley Brady on November 4, 2014 07:14 PM

Lexus is promoting its RC 350 sport coupe and RC F performance coupe with a new campaign that "mirrors the story of the coupe itself—which was built from a blank canvas, unconstrained by existing designs and convention—and is centered on the theme of shattering limits."

Two new U.S. TV spots—"Face Off," starring actor Wes Bentley and directed by Sophie Muller and "From Road to Race Circuit" for the RC F—will be joined by a trio of spots targeting specific audience segments: "Flex Your Drive" for African Americans, "Shatter" for LGBT consumers and "Control Power," which targets Latinos. 

Other elements include a custom Lexus RC Flipboard magazine curating content from Esquire and Bon Appétit; a branded content partnership with Engadget and AOL called Your Brain on the RC F that will demonstrate "the science and technology behind the adrenaline rush associated with driving the RC F."Continue reading...

holidaze

Gap Goes For Awkward, Remains Monosyllabic in Holiday Campaign

Posted by Abe Sauer on November 3, 2014 03:01 PM

It may be hard for any 20-something today to imagine, but there was a time when Gap was the coolest. Before the widespread invasion of H&M and its peers, Gap had a nation swing dancing—literally. In 1998 and 1999, Gap ads like "Swing Time" and "Swing a Go Go" had America be-bopping and the brand's stock price breaking $50 a share. Gap was cool, daddy-o.

Then, the party ended. Since 2000, Gap's share price has dropped below $10 twice (first in 2002, then again in 2009). More recently, it's managed to climb back to around $40, but largely because of billions and billions of dollars in buybacks since 2004, the most recent in Oct. 2004.

What Gap has not been able to buy back is its cool. From the (RED) campaign to throwback 1969 themes to celebrities—so, so many celebrities—to a desperate logo redesign in 2010, nothing has helped. So anyone's forgiven for rolling their eyes at the announcement that Gap was bringing in bleeding edge cool directors David Fincher and Sofia Coppola with the launch of a short art film series.Continue reading...

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