2014 Brandcameo Product Placement Awards

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...

doing good

Toyota: Oh What a Good Feeling

Posted by Sheila Shayon on March 1, 2011 05:00 PM

Toyota's Ideas for Good project is raising the bar on crowdsourcing creativity and kindness. In the open spirit of brands that invite developers to play with their data and create apps, the automaker is offering to share its intellectual property (good ideas) to others who may see applications that could address issues or needs in their worlds.

Submissions are now closed in the campaign, and the finalists will be announced on April 10, when the public will be invited to vote through the end of the month. The finalists have been winnowed down from thousands of submissions covering a swath of social needs since the initiative was announced in November.Continue reading...

campaign tactics

The Keds are All Right

Posted by Barry Silverstein on February 24, 2011 10:00 AM

Iconic brands can either remain iconic — or become obsolete. For a brand like Keds, creator of the original sneaker in 1916, the challenge is significant, given today's ultra-competitive athletic footwear environment.

The Keds strategy to maintain relevance centers around college kids. From mid-March through early May, Keds will go on a road trip to nine college campuses in nine cities, pitching its brand in an integrated marketing campaign called "How Do You Do?"

Keds is pulling out the stops in appealing to the Millennial generation.Continue reading...

name that _______

Fans Help Pick a ? of Plural Prius

Posted by Shirley Brady on February 21, 2011 10:00 AM

Over 1.8 million votes were cast to decide the plural form of Prius, and the winner is indeed ... "Prii."

crowdsourcing

Harley-Davidson: Crowdsourced to Be Wild

Posted by Sheila Shayon on February 15, 2011 11:30 AM

Harley-Davidson's new campaign invites you to custom-design the motorcycle of your dreams. Appealing to "Cage Free Humans," it's appealing to those hidden fantasies and secret dreams to hit the open road. It's also appealing to fans, as the campaign idea came from one: Whit Hiler of Kentucky, to be precise.Continue reading...

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