2014 Brandcameo Product Placement Awards

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Ford Can't Escape 2nd Recall in Two Weeks

Posted by Dale Buss on July 19, 2012 02:48 PM

Recall all that pre-launch marketing that Ford so carefullly laid for the 2013 Escape? The branded entertainment experiment that was the Escape Routes prime-time TV series on NBC; the Spanish-language TV commercial during the NBA Finals featuring the Miami Heat; and, in its latest promotional stunt, measuring the model's interior in ping-pong balls (56,778, in case you were wondering).

Well, Ford may need all of the interest and goodwill generated by those marketing gambits, and a lot more, to get past the fact that the automaker just announced the second recall in as many weeks for the crucial new version of its venerable SUV. It also raises the issue that when it comes to brand recalls, customers do recall recalls, as Toyota found out the hard way.Continue reading...

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Chevrolet Ready to Roll Out 60th Anniversary Corvette

Posted by Shirley Brady on July 19, 2012 11:31 AM

Chevrolet's Corvette is "roaring into its 60th year," having just turned 59. Now the iconic GM-owned car brand is getting ready to release its 60th anniversary limited-edition Corvette: the 427. Described as the most powerful Corvette convertible ever built, the first one sold at auction for $600,000 in January. Take a closer look at the 427 below.Continue reading...

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Chevy Volt Charges Past Nissan Leaf in America's Green-Car Derby

Posted by Dale Buss on July 16, 2012 12:52 PM

Pulling away at a "go" light, plug-in hybrids like the Chevrolet Volt have a big advantage over all-electric cars like the Nissan Leaf — because they have a gasoline engine on board that can provide the required performance punch.

That's sort of what is happening in sales of Volt versus Leaf as well. While the Chevrolet sold nearly 1,700 vehicles in June and, at 8,800, has more than tripled the number it sold last year, Nissan could only report sales of 535 Leafs in the U.S. last month. For the year to date, Leaf sold only about 3,400 units, down 19 percent from last year.

A Nissan spokeswoman told the Detroit News that the main reason for the decline in Leaf sales is that Nissan has been moving away from a "web-driven, build-to-order system that was designed to handle initial sales to more of a traditional dealer-based model."

As for Volt, "We're still trying to manage the production to demand," Chris Perry, Chevrolet's CMO, told brandchannel. "We still haven't totally filled the inventory needs growing in California and some other markets. We're still not sure how high is high with this product."Continue reading...

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Chevy Demonstrates Confidence in Brand With Money-Back Guarantee

Posted by Dale Buss on July 12, 2012 01:02 PM

What are the two worst sensations associated with the car-buying experience? High on the list would be buyers feeling that they got fleeced on the price of the vehicle. Another big problem is customer remorse that typically can set in about two weeks after they've made one of the biggest purchases of their lives.

Well, Chevrolet aims to vanquish both of those problems for its customers — at least on a partial basis, and at least for a few weeks — with the launch of its two-pronged "Chevy Confidence" program in the U.S. this week, which runs through September 4, at Chevy dealers and chevyconfidence.com.

Under "Love It or Return It," Chevy is offering a vehicle-return program on every new 2012 or 2013 model-year purchase. Customers can return vehicles bought during the progam, with less than 4,000 miles driven and no physical damage, 30 to 60 days from the purchase date. And Chevy's "Total Confidence Pricing" offers no-haggle pricing on all 2012 model-year Chevrolets in addition to specific vehicle incentives.

"From our research, we know that customers appreciate the opportunity to come in and have a risk-free buying process," Chris Perry, Chevrolet global vice president of marketing, told brandchannel.Continue reading...

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Chrysler Needs Dodge Dart To Be a Game-Changer Beyond All-Star Game Debut

Posted by Dale Buss on July 10, 2012 03:09 PM

When Chrysler airs the first TV commercial for the 2013 Dodge Dart tonight during the All-Star Game, a lot more is at stake than may be readily apparent.

The spot opens with the line, "'How to change cars forever," features cameos by Tom Brady and other athletes, runs for an unconventional 90 seconds, and positions Dart as a game-changer. It really needs to be that for Chrysler, for a number of reasons.Continue reading...

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MLB All-Star Game Brings Out the Sponsors

Posted by Mark J. Miller on July 6, 2012 10:59 AM

After this weekend, a whole slew of Major League Baseball’s biggest names will be heading to Kansas City for next week’s All-Star Game. And when you’ve got a bunch of big names together, marketers can’t be far behind.

While the July 10th game itself will have plenty of Your Brand Here Moments for the FOX cameras, some advertisers aren’t waiting for Tuesday’s game to attach their name to the 2012 event.

State Farm is sponsoring the HomeRun Derby on July 9th on ESPN. Firestone sponsored the final fan Twitter vote that will get the last few players onto the team. All-Star voting is a bit more of a popularity contest than anything else and the final hours of fan support can be frenetic. What better time for a marketer to get its name in front of a massive amount of eyeballs?

Chevrolet, which is not coincidentally the official vehicle of Major League Baseball, is also getting itself out into the public eye early by bringing a fleet of its 2013 cars, trucks, and crossovers out to K.C. to showcase to baseball fans (and whoever else wants to take a gander).

"We're looking forward to introducing our family of Chevrolet vehicles to current and new customers in Kansas City, and celebrating our shared love of baseball," stated Phil Caruso, Chevrolet national promotions manager. "We will have product displays, ride and drives and other activities around Kansas City to enhance the fan and customer experience."


GM Wrests 'Better Data' From Facebook in Paid Advertising Stand-Off

Posted by Shirley Brady on July 2, 2012 10:13 PM

Two months after pulling its paid ads from Facebook, General Motors is "in talks" to return to the site as a paid advertiser in return for access to "better data," according to the Wall Street Journal (which broke the original story of the pull-out on May 15th). GM CEO Dan Akerson and Facebook COO Sheryl Sandberg have spoken about the issues — GM's desire for better measurement and analytics to gauge the effectiveness of any paid Facebook advertising — that led to the falling out, WSJ reports.

GM's chief marketing officer Joel Ewanick and Facebook's global ad sales head Carolyn Everson reportedly met for the first time at the recent Cannes advertising festival to discuss what would bring the automaker back to the table, the Journal heard from a source. At that meeting, "Everson said Facebook is willing to provide GM with better data on how their ads can turn into dollars, as it has agreed to do with other advertisers, this person said. Facebook won't provide any special treatment for GM, however."

Whether or not GM can take credit for getting Facebook to improve its metrics and reporting (or receives any "special treatment," cheaper ad rates or additional data), it's certainly good news for other marketers feeling a similar need for more granular data in the never-ending quest to "prove" the ROI of paid Facebook advertising.Continue reading...

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GM CEO Touts U.S. New Product Parade at Annual Meeting

Posted by Dale Buss on June 12, 2012 05:41 PM

General Motors has come a long way in three years. But GM has far to go to solidify its long-term future. That was the message from CEO Dan Akerson at the automaker's annual meeting today in Detroit.

Having already roared back from bankruptcy three years ago, returned to profitability, and launched a number of winning new products, GM has been trying to consolidate and build on those gains worldwide. It's easier said than done, of course. GM was the world's largest-volume automaker in 2011, but even that crown looks more iffy this year with Toyota recovering nicely.

Akerson stated today that GM is in the process of boosting quality and replacing or refurbishing 70 percent of its North American model lineup over the next two years.

"We are now in the early days of one of the biggest global product offensives in our history," he told shareholders and analysts in his speech. He said the impact of new vehicles "will be especially profound in the United States," citing the new Buick Verano small sedan as an example. GM today announced a turbocharged version of the car.Continue reading...

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