campaigns

Gap Goes Cute and Dell Goes Cool for Back to School Season Campaigns

Posted by Mark J. Miller on August 13, 2014 11:12 AM

With kids across the US trickling back to school over the next few weeks ahead of Labor Day, Gap is kicking its back-to-school campaign into high gear coming off a 2 percent sales boost in July. This year, the company is pulling out a major social effort tied to the brand's newest social presence, @GapKids

The launch of @GapKids includes a new contest, GapKids Class of 2014, that invites “parents to submit photos of their kids for the chance to be featured in a 2015 GapKids marketing campaign,” according to a company press release. All that enter will receive “a socially sharable moving image video of their child that encapsulates the GapKids aesthetic.” Gap has had a similar program, Casting Call, for the last six years, but this year's marks a much bigger investment in social media marketing.

The hope is that parents, who the National Retail Federation says will spend nearly $75 billion on back-to-school spending, will head to the @GapKids Instagram, Twitter and Pinterest channels to share and comment on parenting-related stories.Continue reading...

brand news

Brand News: McDonald's, Coca-Cola, Zillow and more

Posted by Dale Buss on July 25, 2014 09:17 AM

TOP STORIES

McDonald’s suspends sales of chicken nuggets in Hong Kong but sticks with Chinese meat supplier, as company gives itself 18 months to rebrand.

Amazon reports another loss amid sales growth as CEO Bezos alarms investors with spending pace and Fire Phone hits stores

Coca-Cola topped World Cup brand sponsors in new survey as it faces boycotts over Gaza conflict. 

BSkyB creates European TV powerhouse by buying affiliated assets from 21st Century Fox, which would give Murdoch more cash for Time Warner bid.

Zillow is in advanced talks to buy rival Trulia.

MORE BRAND NEWS

Air Algerie plane crashed in Mali with 116 aboard and no survivors, as world faces deadliest crash year since 2005.

Bentley may add fifth model with SUV launch in two years.

CKE brings back Paris Hilton to tout for Carl’s Jr. and Hardee’s.

Comcast steps up its game on internet speeds.

CrossFit builds a passion brand.

Danone looks for second-half improvement coming out of massive food scare in Asia.

Dell takes social out of the silo.

Dunkin’ Donuts downgrades outlook after poor second quarter.

Facebook toys with idea of integrating Uber into Messenger.Continue reading...

brand news

Brand News: Yum! Brands, Amazon, Tesco and more

Posted by Dale Buss on July 21, 2014 09:08 AM

TOP STORIES

Sky News apologizes for reporter pawing through passenger belongings from flight Malaysia Airlines Flight MH17, while Singapore Airlines also apologizes for tweet about not flying in Ukraine air space and Finnair retracts statement about its use of air space there.

Yum! Brands and McDonald’s find themselves in another food-safety scandal in China.

Tesco replaces CEO as UK grocer struggles to compete with low-cost competitors. 

Amazon offers unlimited reading and audiobook service.

Dell welcomes bitcoin payments.

MORE BRAND NEWS

Alabama adopts “Sweet Home Alabama” as new slogan.

Alibaba IPO could be bonanza for scions of Chinese leaders.

Boston Celtics debut alternate retro logo for this season.

DeVry Education sees New York State investigate its marketing practices.

Electrolux brand is hit by restructuring.Continue reading...

brand news

Brand News: Adidas, Apple, Big 12 and more

Posted by Shirley Brady on July 3, 2014 09:39 AM

TOP STORIES

USA soccer loss to Belgium (see McDonald's Fry Futbol highlights above) nets second-highest World Cup audience

Adidas and Walmart shoe designer settle trademark dispute.

Apple sued for trademark infringement in China.

Big 12 conference unveils new logo.

BP loses bid to trademark the color green.

MORE BRAND NEWS

American Apparel ousted CEO strikes investment deal.

Campbell Soup Company focuses on creating "food memories."

Dell opens center for selfie improvement.

Fab launches Hem sub-brand for customizable home furnishings.

Globe & Mail journalists strike over advertorial push.Continue reading...

branded entertainment

Branded Content Watch: Newcastle, Oreo, Dell and more

Posted by Abe Sauer on June 30, 2014 01:07 PM

The Special (Drunk) Relationship: There is a lot to consider in an alternative history that examines what would have happened if the British won the Revolutionary War. But Newcastle is only interested in one detail: What beer would America be drinking? (Hint: Newcastle.)

In the spot, Ricky Gervais-collaborator Stephen Merchant examines what could have been for the British brown ale across a Newcastle microsite www.IfWeWon.com.Continue reading...

brand news

Brand News: Abercrombie & Fitch, HP, Taco Bell and more

Posted by Shirley Brady on May 23, 2014 09:18 AM

TOP 5 STORIES

Brands to Watch

Abercrombie & Fitch is getting more modest.

Amazon hires more robots, escalates battle with Hachette.

Barclays fined $44 million over gold price fix.

HP to lay off up to 16,000 workers as results disappoint.

Taco Bell spin-off won’t get beer milkshakes after all.

MORE BRAND NEWS

Acura renews Jerry Seinfeld web series for four more seasons.

American Express sees a $25 trillion opportunity in mobile.

ANA acquires Brand Activation association.

Arby’s sells the sizzle in record-breaking 13-hour commercial bid.

Boeing is taking a page from Apple's design philosophy book.Continue reading...

app watch

Brand Babble: Applebee's Super-Fan Launches Chat App

Posted by Sheila Shayon on May 13, 2014 05:16 PM

While we don't suggest going out and trying to make the new Facebook (cough, cough, Google+), social networks have always been a sweet spot for brands looking to better engage with their customers. 

That's the reasoning behind the new social chat app WhatsApplebee's, which was created by developer Mike Lazer-Walker. While the app isn't directly affiliated with the chain restaurant, users can interact with fellow diners in real-time using the private messenger that only works within or very close to an Applebee's restaurant. 

The iOS app, which takes its name from a play on the popular WhatsApp messaging service, is free to download. Applebee's already has its own official app, which allows users to order appetizers and buy gift cards, but doesn't allow for in-app messaging like Lazer-Walker's. 

Whether the new app is a joke or not, branded social hubs are big business for brands. "Social needs to be a relevant extension of your brand. Many brands tend to want to be 'social' but they don’t have a real strategy," Jen Reddy, SVP Global Marketing at Communispace, told brandchannel. "Brands like Everlane do an amazing job of communicating their values and new news on their Instagram feed. If you are a customer or a fan you feel like the posts are meaningful and keep you connected. It’s all very thoughtful.”Continue reading...

sustainability

Dell Wraps It Up—Sustainably

Posted by Sheila Shayon on May 9, 2014 06:02 PM

Dell is best known for manufacturing computers, but its growing commitment to sustainability across its entire supply chain makes the brand a leader in the greening of corporate responsibility.

Back in 2010, the company set the tone by shipping its servers in mushroom packaging, a complement to the brand’s innovations in bamboo packaging, which is used to cushion lightweight products and all laptops produced in China. The brand's latest packaging concept—natural wheat straw—could even help solve some of the world's greater environmental concerns like air pollution in China. 

The advances in sustainable packaging are all part of Dell's 2020 Legacy of Good Plan that focuses on the environment, communities and people. 

"Successful, innovative companies tend to aspire to a greater purpose that goes beyond the bottom line," wrote Chairman and CEO, Michael S. Dell. "At Dell, we have always believed that technology should be about enabling human potential ... By 2020, we expect to reduce the energy intensity of our product portfolio by 80 percent, use only packaging that is 100 percent compostable or recyclable, and rally our global workforce to give 5 million volunteer hours to the communities we call home."Continue reading...

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