2014 Brandcameo Product Placement Awards

design watch

To Stay Current, Heineken Asks the Crowd to Draw on Designs In Its Past

Posted by Mark J. Miller on February 6, 2013 03:02 PM

Milan Design Week may be held in Italy’s fashion capital, but it will have a bit of Dutch flair again this year as Heineken looks to ensure visitors get a glimpse of its branding.

The brewer, which is celebrating its 140th anniversary, has partnered with a few designers to create a new exhibit space in Milan – The Magazzini — leading up to the big April event.

Last year, Heineken created a pop-up nightclub for the event that was the creation of 19 young designers from around the world. The approach led crowdsourcing.org to name Heineken one of the “leading global brands to embrace crowdsourcing and co-creation.”

Moving forward with the crowdsourcing concept, the brand has now asked people to visit its Facebook page and use elements of its bottles, advertisements and labels from the past 140 years to “remix” them into a bottle of the future. The top 30 will be showcased during Milan Design Week, and a winner will also be announced that week.

The designer of the chosen bottle will also get to see their creation made and know that, for at least a limited time, beer drinkers worldwide are cradling their creation.

Heineken and its collaborators will also host a series of daily workshops at The Magazzini during Design Week.

crowdsourcing

Super Bowl Ad, Chip Contests Show PepsiCo's Deep Belief in the Crowd

Posted by Sheila Shayon on February 5, 2013 07:06 PM

What does PepsiCo believe in even more than Beyonce? The answer might be crowdsourcing.

Sunday's Super Bowl halftime show served as the main kickoff to its huge investment in the globally popular entertainer with a concert that some felt usurped the game itself. But the walkup to her much-anticipated performance used a highly populist approach that underscored PepsiCo-Frito Lay's faith in the crowd as much as any pop star.

The bulk of the ad, produced by NYC-based Mekanism, featured a lightning-fast succession of Pepsi enthusiasts culled from more than 120,000 photos submitted to the brand via New York-based Olapic and Crowdtwist. Olapic collected and curated the pictures while CrowdTwist rewarded uploads through a point-based platform. Mekanism, as TIME puts it, took that material in a bid to manufacture "viral on demand" for the Pepsi brand.Continue reading...

super bowl

Super Bowl Ad Watch: Amy Poehler, Seth Rogen and Paul Rudd Start Pitching

Posted by Dale Buss on January 31, 2013 12:02 PM

One of the dangers for brands in releasing Super Bowl ads and teasers early is that it allows the criticism to start early as well.

That's what various brands are facing even before kickoff of the Big Game, as Coca-Cola is the latest brand feeling the heat over its pre-Game teaser. Coke is getting criticized for its depiction of Arabs in its desert-set spot, above, while Volkswagen undergoes more examination of the Jamaican accents of the white characters in its "Get Happy" spot.

In other game-related brand developments leading into Sunday's big game, Samsung just released its Super Bowl ad teaser, "El Plato Supreme," featuring Seth Rogen and Paul Rudd pitching their ideas for Samsung's Big Game ad: "The Next Big Thing," a 2-minute spot directed by Jon Favreau, that will air during the 4th quarter of Super Bowl XLVII on Sunday. This is the second year Samsung Mobile has an ad running during the Super Bowl:Continue reading...

super bowl

Super Bowl Auto Ad Watch: VW, Audi, Hyundai, Mercedes-Benz, Kia and More [Updated]

Posted by Dale Buss on January 24, 2013 05:29 PM

More and more, the Super Bowl is becoming the Auto Bowl.

Up from just a handful of car brands a few years ago, Super Bowl XLVII on Feb. 3 will feature no fewer than eight auto brands advertised by six different companies: Audi, Chrysler, Lincoln, Hyundai, Kia, Mercedes-Benz, Toyota and Volkswagen.

"A lot of us are there," Steve Shannon, CMO for Hyundai Motor America, told The New York Times, because "it sells cars." Specifically, the game, its walk-up and aftermath have become an unparalleled platform for launching or previewing new products, refining brand positioning, or both.

Audi of America plans to crowdsource the end of its Super Bowl spot by offering three different endings to a prom-night story on its YouTube channel. Lent an Audi S6 by his father, a boy exudes self-confidence as he drives to the dance, struts in, spies the prom queen and gives her a dramatic kiss. Then the prom king approaches him and... the rest will be determined by viewers who weigh in.Continue reading...

super bowl

Super Bowl Ad Watch: Crowdsourcing Peaks with Coke's 'Mirage' Campaign

Posted by Dale Buss on January 22, 2013 02:58 PM

Coca-Cola is taking the crowdsourcing bent of Super Bowl advertising to the next level with its just-announced "Mirage" campaign for Super Bowl XLVII on Feb. 3, with a story arc that will rely on social media input from viewers to determine the ending.

The brand's effort also promises a great in-game marketing battle with Pepsi, which is sponsoring the halftime show. And just for good measure, Coke also will be repeating its anti-obesity ad on Super Bowl Sunday.

Coke previewed creative and discussed its strategy for the Super Bowl on Tuesday with journalists and bloggers, as marketing executives vowed that the brand's socially-focused effort would surpass the success of last year's "Polar Bears" campaign. In it, viewers collectively dictated the animated bears' responses to game action and even to other brands' commercials.Continue reading...

super bowl

Super Bowl Update: Chrysler, Taco Bell Return as Budweiser Unveils New Brew

Posted by Dale Buss on January 9, 2013 01:14 PM

Super Bowl XLVII is getting closer, so more heavyweight brands are making the required heavyweight commitment to advertise during the Big Game on CBS on February 3.

The network said today that all of the available spots are sold out at around $4 million per 30 seconds, with the latest returning brands including Chrysler from last year and Taco Bell from three years ago.

Budweiser plans to debut Budweiser Black Crown, an amber lager with higher alcohol content, with a 30-second spot during the game. Anheuser-Busch InBev introduced Bud Light Platinum during last year's game, while Black Crown was developed via last year's Project 12 regional brewmaster challenge.

Taco Bell had a very good year with a snap-back in sales on the strength of new produccts such as Doritos Locos Tacos, and so the Yum!-owned brand has confirmed it's suiting up for the Super Bowl for the first time since 2010. The chain's 60-second spot will "support the brand’s 'LIVE MÁS' tagline and spirit."

Doritos, meanwhile, tapped actress Ali Landry, who rose to fame during her 2008 Super Bowl commercial debut with the brand, to announce the five finalists for its fan-voted "Crash the Super Bowl" creative commercial challenge.Continue reading...

social marketing

CES 2013 Watch: Samsung Crowdsources #WeAllShare Short Film

Posted by Shirley Brady on January 8, 2013 04:04 PM

Samsung's marketing team is inviting the public to contribute to "We All Share," a crowdsourced film that it plans to unveil in a live premiere at CES on January 9th at 2pm EST:

"Embark on a global film experience and discover what common bond brings us all together. Tell us 'what does sharing mean to you?' by tagging Twitter or Instagram pics with #weallshare and learn more at weallshare.samsung.com."

Watch the trailer below, and Samsung's other 2013 CES videos on its YouTube channel.Continue reading...

response mechanism

Seth Godin’s Disruptive Icarus Deception Takes Flight

Posted by Sheila Shayon on January 3, 2013 12:44 PM

It’s fitting that the ancient mythical figure Icarus is the poster boy for marketing maven Seth Godin’s latest manifesto, The Icarus Deception.

A prodigious author of more than a dozen bestselling books translated into more than 30 languages, this aims to be more than just a book. It's Godin’s most provocative thesis to date, using the entire publishing process itself as a marketing experiment to illustrate how the connection economy works by creating and activating a community to participate by making and sharing their own "art" (he takes a broad view on art, as you'll see).

Godin’s aim is to reinvent the process of writing, making, funding, marketing and launching a "book" by sparking a public art-sharing project. On Monday he launched the first ever "Icarus Session," get-togethers organized via Meet-up and his website Squidoo, in a bid to create a worldwide event in 1,262 cities with 11,168 "Linchpins" and "Artists." 

The sessions invite strangers to share (in 2 minutes and 20 seconds) something they've made or something that inspires them. That passion could be a company or brand, a piece of art or literature, or another creative expression. Godin will pick the best to publish on YouTube.

As much about the process as the end result, Godin sold his publisher, booksellers and readers/participants on the concept by launching it as a crowdfunded project on the Kickstarter website. The creative trailblazer launched the project on June 18, 2012 and ended it July 17, 2012, having raised $287,342 (well above his goal of $40,000, which he passed within three hours of launch) from 4,242 backers.

video that Godin co-produced with Squarespace and highlighted in a blog post, features Sasha Dichter (Acumen Fund), Sarma Melngailis (One Lucky Duck), Josh Rubin (Coolhunting), and Tina Roth Eisenberg (Swiss Miss/Tattly).Continue reading...

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