mobile marketing

GE Goes Loco for Yo App

Posted by Sheila Shayon on October 29, 2014 11:42 AM

GE is promoting predictive maintenance and optimization services for more than $1 trillion worth of connected industrial equipment, including locomotives, medical equipment and jet engines. Impressive figure but not a very sexy subject, you might think, to generate buzz and conversation about the Internet of things.

That's why GE CMO Beth Comstock has been praised for her ability to use human connections to power B2B corporate storytelling (credit all those hours in-flight for having time to spark her imagination) and willingness to test leading-edge social and tech channels.

Case in point: GE's new tie-in with Yo, the head-scratching app that features a single word that marketers have been trying to figure out.Continue reading...

bc q&a

Backstage Manager: 5 Questions with Yahoo SVP Lisa Licht on the Art of Partnering

Posted by Sheila Shayon on October 28, 2014 01:02 PM

Yahoo CEO Marissa Mayer is continuing her media-focused expansion that includes digital channels (or vertical magazines) celebrating food, movies, tech, beauty, style, travel, DIY and parenting.

Now Yahoo has joined forces with Citi Private Pass and Live Nation Entertainment for Backstage with Citi, an original web series that offers behind-the-scenes interviews tied to Live Nation's streaming concerts every day for a year to enrich the Yahoo Music channel. The move builds on ten years of the Citi Private Pass program by adding a real-time, always-on component on citiprivatepass.com that will launch content 48 hours before it posts on Yahoo. Yahoo News Global Anchor Katie Couric will interview select artists.

The co-branded partnership expands on a commitment to music that saw Citi offer cardmembers tickets to more than 5,000 music events last year. The series kicked off on Oct. 23 with Grammy Award-winning country trio Lady Antebellum, and the next episode of the web series (in early November) will feature O.A.R.Continue reading...

brandcameo

OK Go Take Honda Robotic Unicycles for Spin in New Video

Posted by Shirley Brady on October 27, 2014 10:14 AM

YouTube music video darlings OK Go are back with their latest trick shot music video—and a new spin on product placement.

"I Won't Let You Down," the band's Busby Berkeley-esque new video which debuted this morning on NBC's The Today Show, features Honda's penguin-resembling, Segway-like UNI-CUB motorized unicycle from Honda's robotics division, along with the brand's drone-like "multi-copter camera" for the stunning overhead shots.  

According to a press release, the video "was directed by OK Go's Damian Kulash and Kazuaki Seki, with creative direction by Morihiro Harano (of Mori Inc.). Honda lent the band the futuristic UNI-CUBs seen in the video. The UNI-CUB is a unique omni-directional driving wheel system that is currently in the development stage."

Check out the video, and take a closer look at the part office chair, part unicycle UNI-CUB below.Continue reading...

tech style

Athos, Ralph Lauren Up the Ante on Wearable Technology

Posted by Tom Shanahan on October 24, 2014 02:12 PM

Wearables, wearables, wearables.

They’re everywhere, yes. And now that Apple’s jumped on board and wearable tech was a all the rage at last month's New York Fashion Week, it’s certain the craze will continue, and perhaps morph from a craze to a way of life.

Technology companies are now expected to build products that seamlessly fit into our lives: make them smaller, give them straps, attach them to faces and so on. But what if you don’t want to look like you’re wearing technology? What if you want the technology, but not at the expense of style?

Luckily, there are a few brands leading the charge, not by building technology first, then thinking of a way to wear it, but about design a great piece of clothing, then creating the technology to go with.Continue reading...

brand partners

Heineken Picks Artisanal American Brands for #Heineken100 Products

Posted by Dale Buss on October 16, 2014 04:02 PM

Heineken continues to press its advantages as a premier premium beer brand (#95 on Interbrand's new Best Global Brands report) in a world where volume brews continue to fade.

New Heineken US initiatives range from an extension of its #Heineken100 partnerships with American luxury goods designers, to a new long-term deal with US Major League Soccer and greater use of contextualized "native" advertising on mobile.

The #Heineken100 initiative is the most upper-crust by far. The brewer recruited Chris Gibbs, onwer of pioneering retail outpost Union Los Angeles, to identify and work with other tastemakers, defined artisans and creators who "not only embody Heineken's aspirational and metropolitan essence, but are on the cusp of becoming innovators in their industries," said Belen Pamukoff, Heineken's brand director of marketing, in a press release.

For the fifth year of #Heineken100, the three new brand partners are Parabellum, a premium bison leather goods brand; high-end eyewear label GLCO (Garrett Leight California Optical); and RTH, a Los Angeles-based purveyor of re-engineered American surplus apparel, handcrafted housewares, leather portage and Native American jewelry.Continue reading...

sip on this

Soup's On: Plum Organics Developing Soup Line with Campbell's Help

Posted by Dale Buss on October 10, 2014 03:48 PM

Plum Organics had been developing a line of fruit and vegetable pouches for adults long before the startup was acquired by Campbell Soup a year ago. Now Emeryville, Calif.-based Plum has introduced Plum Vida, which is being exclusively sold as part of the Made to Matter collection at Target stores.

Co-founder Neil Grimmer has something else in the new product pipeline, slated for next year, that will be a direct result of the relationship between Plum and its parent company, Campbell Soup. Yes, a Plum soup line is in the works.

"It will bring what Plum does best to the soup aisle," Grimmer exclusively told brandchannel. "And it will be clearly leveraging some of [Campbell Soup's] capabilities to do that as well."Continue reading...

brands under fire

Lego Breaks Shell Partnership, Pushed by Greenpeace Video Campaign

Posted by Sheila Shayon on October 9, 2014 02:11 PM

Greenpeace has scored another major victory in its savvy social- and content-driven lobbying of brands.

Lego announced today it will not renew its marketing contract with Shell, ending a partnership that dates back to the 1960s.

The environmental activist group targeted the world’s largest toymaker with a petition and a brilliantly-executed campaign: a YouTube video of a pristine Arctic environment, constructed from 265 pounds of Lego bricks and characters, becoming slowly submerged in oil.

Titled "Everything is NOT Awesome" in reference to The Lego Movie's "Everything is Awesome" anthem, the video (which linked to a petition) has garnered nearly 6 million views to date.Continue reading...

brand collaborators

American Airlines Hails Cadillac to Whisk Premium Travelers in Style

Posted by Dale Buss on October 6, 2014 05:13 PM

When it comes to quickly ushering high-value frequent fliers across the tarmac to connecting flights, United Airlines relies on Mercedes-Benz vehicles, while Delta turns to Porsches. Now add American Airlines to the list of air carriers that have a luxury auto partner for these urgent trips at four major US airports: American passengers will be whisked in Cadillacs.

The program to cover the Los Angeles airport, the Dallas-Fort Worth airport and both major airports in New York for American's ultra-high-end ConciergeKey club members is just part of a broad new alliance announced Monday between the GM premium brand and an airline that has been boosting its premium image lately.

Other facets of the relationship, which will expand to other airports, include the display of new Cadillac vehicles in the shopping areas of key American Airlines hubs and the rewarding of 7,500 frequent-flier miles to any AAdvantage member who signs up to test-drive a Cadillac at a dealership.

"There's a lot of alignment" between the two brands, Suzanne Rubin, president of the AAdvantage loyalty program, told brandchannel. "We're thrilled with this partnership that brings two iconic American brands together, both focused on improving the customer experience."Continue reading...

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