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doing good

Pepsi Refresh Project 2011 is Open for Business

Posted by Shirley Brady on April 4, 2011 06:30 PM

The 2011 Pepsi Refresh project officially kicks off today. Applicants have until midnight on Friday, April 8th to apply. Details on what's new for year two of the corporate giving initiative are posted in the online FAQ. Watch the video above to see how one enterprising 17 year-old recipient used his grant to stage a concert to help his community.

brand collaborators

Coca-Cola Releases Results of Crowdsourced Maroon 5 Tune

Posted by Shirley Brady on April 1, 2011 02:30 PM

Curious how last month's Coca-Cola Music 24-hour recording session with Maroon 5 went? Listen above to see how the fans' contributions shaped the song, which is available for free download at coca-cola.com/music.

For the first 100,000 downloads, the brand will make a donation to one of its flagship philanthropic projects on behalf of each downloader: The Coca-Cola Africa Foundation's Replenish Africa Initiative (RAIN), which aims to provide access to clean water to at least 2 million Africans by 2015.

According to Coca-Cola PR, fans from more than 139 countries tuned in, with over 350,000 views "logged on to the live stream throughout the duration of the session as fans tuned in to watch the creative process unfold." Additionally, over 25,000 fans tweeted their thoughts and messages of support via @cocacola using the #withMaroon5 hashtag to the band in the studio.

crowdsourcing

Kraft Rolls Out New Tweet-Inspired Commercials

Posted by Shirley Brady on March 29, 2011 01:00 PM

Kraft is all about collaboration these days. Here are its new tweet-inspired commercials, turned around within 24 hours, and the continuing voiceover talent of Ted Williams:Continue reading...

crowdsourcing

Coca-Cola All-Nighter With Maroon 5 Gets Underway

Posted by Shirley Brady on March 22, 2011 01:30 PM

Coca-Cola's 24-hour live music session with Maroon 5, a crowdsourcing exercise spanning Facebook, Twitter and a microsite (cocacola.com/music) is underway. It will be interesting to see how (much) fans participate — and not just Maroon 5 fans — in what Coke is calling "the biggest experiment in rock history."

(Update below: a look at the first two hours).Continue reading...

crowdsourcing

Coca-Cola Plugs Maroon 5 Fan Collaboration

Posted by Shirley Brady on March 21, 2011 11:30 AM

Coke reminds fans that March 22nd marks a first for the brand: a live 24-hour songwriting session with Maroon 5, whose lead singer — Adam Levine — above discusses the project, in which he and his bandmates will collaborate virtually with fans on the new track, whech will be written and recorded in a day.

It's all part of Coca-Cola's music-focused marketing in 2011. Below, check out how the interactivity between the band, holed up in a London studio, and their fans will work.Continue reading...

doing good

Pepsi Refreshes Pepsi Refresh Campaign

Posted by Shirley Brady on March 9, 2011 03:00 PM

PepsiCo is putting some marketing muscle behind a new campaign to let the public know it's stepping up its Pepsi Refresh commitment, encouraging people to submit ideas for funding or support someone else's idea.

The spot above highlights some of its community-based grants to date; below, how it's helping fund projects in education, and music and the arts.Continue reading...

digital marketing

Coca-Cola Still Teaching the World's Kids to Sing

Posted by Sheila Shayon on March 4, 2011 11:00 AM

Coca-Cola has long celebrated music as the heart of its brand, but the days in which it would like to buy the world a Coke are long past. It's stepping up its musical courtship by specifically wooing Gen Y, the young demographic that in the next nine years will grow to about 2.5 billion people world-wide.

It's been making a bid to stay modern and contemporary, including tapping K'naan for its World Cup anthem last summer, and the French avant-disco duo Daft Punk for a current collaboration that includes a new tune (above) and limited-edition packaging.

Next up: a live event in London on March 22 that will team the brand with the band Maroon 5 in a global crowdsourcing project to further attract young music lovers to connect Coke with music.Continue reading...

branded entertainment

Mofilm Brings Brands and Talent to Tribeca Film Festival

Posted by Sheila Shayon on March 3, 2011 03:00 PM

Mofilm is heading back to the Tribeca Film Festival (which kicks off April 20) and once again inviting video and film whizzes to join them.

The challenge: create a winning short film for a brand, just as Lloyd Choi and Simon Yang did to win the PepsiFilms Barcelona short film contest above with their short, above, titled "Creative Control."

The 2011 Mofilm/Tribeca Film Fest competition sponsors include Cadillac, Chevrolet, Renaissance HotelsMicrosoft, AT&T and an as-yet-to-be-named brand.Continue reading...

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