Posted by Dale Buss on July 19, 2012 12:02 PM
The Millennial generation is hugely important to the future of brands and culture. And many of the characteristics of this group — representing about 75 million people just in the U.S., ranging from 18 to 32 years old — have emerged pretty clearly.
"Generation Y" is fascinated by digital technology, but not so much by cars; it's by far the "greenest" age cohort in the United States; they value collaboration and informality above rugged individualism and corporate conformity; and — to marketers' chagrin — they're not exactly flush with cash, suffering more than any other generation from the Great Recession and the not-so-hot economic recovery following it.
That's why Newsweek has come up with a new handle for the generation that, the magazine argues, "have been screwed by their parents' fiscal profligacy and economic mismanagement." Hence the moniker, "Generation Screwed." And the best way to appeal to them? Humor. And money.Continue reading...
Posted by Dale Buss on July 18, 2012 11:44 AM
Auto marketers have a perennial challenge: how to goose slower sales periods, whether the dead of winter, post-holiday belt-tightening or the dog days of summer? Honda's new U.S. campaign for its summer-clearance sale is just the latest example.
Honda has just hatched a batch of six new TV spots that combine the conventions of Hollywood film endings with catchy tunes and spoof a variety of movie genres to make a single point: Honda's got some really good deals in its seasonal closeout going on right now.
"Buying a new Honda sparks a happily-ever-after moment that is almost magical," said Susie Rossick, Senior Manager at American Honda Motor Co., in a press release. "The iconic songs in this campaign stir up those same powerful emotions, reminding people in an unforgettable way that this is the best time of year to get a great deal on a Honda."Continue reading...
Posted by Michael Waltzer on July 10, 2012 04:04 PM
Following on the viral success of Gymkhana Four, DC Shoes co-founder and professional rally driver Ken Block is back with "Gymkhana Five: Ultimate Urban Playground." Filmed over four days on the streets of San Francisco, it's the most jaw-dropping Gymkhana production yet. The Monster World Rally legend treats SF as his personal playground, with special appearances by rider Travis Pastrana (a DC brand ambassador) and Jake Phelps (of Thrasher magazine). The drifting scenes alone are a thing of beauty — no wonder it generated 4.5 million views within 24 hours of being uploaded on YouTube on Monday. Watch it below.Continue reading...
Posted by Shirley Brady on June 26, 2012 11:58 AM
Automakers have been panicking throughout the recession that Gen Y is abandoning the American dream of car ownership (forget home ownership). The answer: create buzz and a cool factor by targeting the creative class. The above photo doesn't look like a custom publishing project by an automaker, and that's the whole point.
Mercedes-Benz is positioning The Avant/Garde Diaries as a digital project, curating interviews, video and photos promoting its events appealing to not-always-affluent but certainly influential creatives in key cities. It all kicked off with the brand's Transmission 1 event in Berlin, continued with Movement Copenhagen then the recent Transmission LA - AV hybrid arts/music/digital happening in Los Angeles curated by the Beastie Boys' Mike D.
Last week saw the opening of A/D's editorial office, at the corner of Broome and Mott Streets in New York's Nolita neighborhood, whith hipster fave photographer Cobrasnake on hand to photograph the 700 guests who attended.Continue reading...
Posted by Abe Sauer on June 25, 2012 07:07 PM
For a series of Batman movies that takes itself so seriously, it's a surprise to see it right there so prominent as one of only five menu items on the official The Dark Knight Rises website: "Imported From Gotham City."
The Dark Knight Rises has a number of other official partners. There is Nokia (remember them?) and No Fear (remember them?) and Mountain Dew, which features at the core of its tie-in "Sad Batman." But none of these brands even get a mention on the film's official website, let alone being featured on the site navigation.
It seems that the heavyweight "Imported from Detroit" campaign, which debuted with Eminem at the 2011 Super Bowl and was reborn with Clint Eastwood at the 2012 Super Bowl, is now so ingrained in the American psyche that it's worth lampooning. But the first rule of auto product placement is "be serious." Be so, so serious.Continue reading...
Posted by Shirley Brady on June 25, 2012 06:27 PM
Sony Mobile’s first 4G LTE smartphone, the Xperia ion (now available exclusively in the U.S. from AT&T), is tying into Sony's movie release of The Amazing Spider-Man on July 3rd in Sony’s first-ever national TV spot for the new device. (The Experia was promoted in a campaign directed by Wes Anderson that kicked off in Europe.)
The new :60 U.S. spot, titled “One Block,” takes viewers on an entertaining, imaginative journey following an Xperia ion-engrossed user walking to his apartment, as the experiences on his phone come to life around him. It's also a bit of a game for brand-spotters, as it comes with a pitch: "To show what it's like when everything's in HD, we hid different movies, TV shows, songs, bands and games from the Sony universe on a city street. See if you can guess all of them."Continue reading...
sip on this
Posted by Dale Buss on June 20, 2012 01:12 PM
Following rumors last fall, Coca-Cola confirmed that it's producing a global TV series to woo teens with music in more than 30 countries during the 2012 Summer Olympic Games.
As a (lightly) branded entertainment extension of its global youth and music-oriented "Move to the Beat" Olympics marketing platform, Beat TV is being distributed in partnership with MTV Networks International, producing 10 episodes aimed at bringing youths some of the cultural flavor and excitement of the Games and its London setting. It's also not to be confused with "Move to the Beat TV," above, a web series Coca-Cola produced for European audiences as part of its Olympic marketing. (Coke's Move to the Beat campaign just picked up a bronze Cannes Lions award for mobile this week.)
While sponsored TV programming isn't new — look at NBC's recent Escape Routes series touting the Ford Escape crossover vehicle — Coke says Beat TV will run as a regular TV show (including channels with official rights to the Olympics and previous ad commitments from Coca-Cola); it won't feel like an infomercial for Coke's official Olympics sponsorship and the brand's presence won't be "overt"; and ad opportunities will be open to other brands.Continue reading...
Posted by Mark J. Miller on June 20, 2012 11:53 AM
With everybody whipping through commercials on their DVRs, product placement on prime-time television is fairly prevalent these days. As Seth MacFarlane commented to the New York Times this week, we even speak in brands — "On any give day, how many times do you reference a piece of pop culture or a brand name? I bet it’s a lot more often than we think. 'I’m going across the street to Starbucks.' 'I’ll make a Xerox of it.' Our daily lives are packed with proper nouns of the corporate kind."
So it should come as no surprise that MacFarlane is a champion of brand synergy, as he's showing by leveraging his hit Fox animated series Family Guy to promote his big-screen debut as a director. Even though his R-rated movie Ted doesn't hit theaters until June 29, its foul-mouthed star has already found his way into Family Guy Online, a 3D game extension of the hit animated comedy that launched last fall.
After all, the film is directed, cowritten, and partially voiced by MacFarlane so it was a natural fit to cross-promote the film and television show. And given that Ted is cut from the same cloth as Family Guy (although it's a live-action comedy starring a CGI raunchy, talking teddy bear plus Mark Wahlberg and Mila Kunis) the movie/game crossover promotion was a no-brainer move for MacFarlane and Fox — and a handful of invited brand partners.Continue reading...