sporting brands

Sports Sponsorships Score for Sony Ericsson

Posted by Mark J. Miller on September 1, 2011 05:23 PM

Sony Ericsson, the world’s fourth-largest mobile-phone manufacturer, had such success recently with a tennis sponsorship that it is pouring money, time, and energy into a partnership with the UEFA Champions League, a competition of the top European soccer clubs.

The UK's Marketing Week reports that Sony Ericsson will “include a number of social media campaigns, which the company says have been successful in building brand awareness and driving sales of the Xperia handset range.”

The move follows the brand's successful campaign with women's tennis champ Maria Sharapova (and a group of aspiring Sharapovas) that kicked off earlier this year, a WTA-backed effort that relied heavily on fan interaction with the players on Twitter and Facebook.Continue reading...

china

Fidelity Reaches for the Little Red Book of Marketing to Pitch China Fund

Posted by Abe Sauer on August 11, 2011 07:30 PM

What to make of Fidelity International's appropriation of Chinese Cultural Revolution propaganda imagery — replacing Mao's Little Red Book and a gun, there are golf clubs and an iPad, for example — to pitch its China investment fund?

The digital campaign — generated by its Singapore office, where its agency must have made one helluva convincing pitch to equate the Chinese "consumer revolution" with the Cultural Revolution, in which an estimated 30 million people died — can be dismissed as creative expression based in ignorance. Still, it shows a surprising insensitivity to the region where the fund is based.Continue reading...

branding together

Tweetcracker: Samsung and Intel Invite Fans to Crack the Code

Posted by Sheila Shayon on August 11, 2011 01:00 PM

Want to crack a code launching lasers to blast open a safe containing a Samsung Series 9 notebook and $10,000 in solid gold?   

Tweetcracker is the second iteration of the Boosted campaign (you might recall Tweet Wrap from last Christmas), inspired by the Samsung Series 9 with the 2nd Gen Intel Core i5 processor.

Twitter users can tweet three attempts a day to crack a code that unleashes lasers that strike the C4 and blast open a safe located in an underground lair.Continue reading...

brand vs. brand

Ford CMO Downplays GM Remarks, Talks Up Digital

Posted by Dale Buss on August 5, 2011 01:53 PM

Jim Farley, Ford’s CMO, created quite a stir this week at an auto industry confab in northern Michigan when he told reporters that he had called his counterpart at General Motors, Joel Ewanick, to apologize.

For what, pray tell? For making a few choice remarks about a rival — specifically, General Motors.Continue reading...

digital moves

Nivea Expands Global Campaign with Rihanna on Facebook

Posted by Sheila Shayon on August 2, 2011 12:00 PM

Never too old to learn new tricks, FMCG giant Beiersdorf’s Nivea celebrates its 100th anniversary this year, with local events such as the recent brand experience held at New York's Grand Central terminal.

The billion-dollar global centennial campaign, "100 Years Skincare for Life" features Rihanna as the brand's global ambassador. Tie-ins with the star have included getting fans access to Rihanna's 2011 tour, and virtual photo-taking with the star.

Now Nivea is leveraging its endorsement of the star with an interactive video and augmented reality app on its US Facebook page

Called “Co-Star with Rihanna.”, Nivea's Facebook fans can edit themselves into a video of the pop star's video, California King Bed, mimicking Rihanna’s moves via webcam and then share their ‘dance karaoke’ with FB friends, on Twitter and e-mail.Continue reading...

brand ambassadors

Ford Spokespuppet Teaches Focus Fans How to Dougie

Posted by Dale Buss on July 29, 2011 01:00 PM

Since he was introduced in a viral campaign back in March, "Focus Doug" has shown his true colors (other than orange) as an egotistical and shamelessly self-promotional spokespuppet. But the only reason that Ford marketers still put up with this fuzzy little blowhard – and, indeed, keep giving him online-only video exposure on YouTube – is that he’s helping to sell the new, 2012 Focus compact cars he’s supposed to be touting instead of himself.

“Doug has gotten Focus before hundreds of thousands of people,” Robert Parker, a group marketing manager for Ford, told brandchannel. “It’s too early to tell how many sales have resulted, but on the awareness curve – people who were aware there is a new Focus pre-Doug, versus the number of people aware post-Doug – has gone way up.”Continue reading...

campaign tactics

Got PMS Problems? Men, Drink Up!

Posted by Dale Buss on July 11, 2011 06:30 PM

Lots of relationship humor and a few TV commercials plumb the challenges of PMS for both the sufferer and her loved ones.

Now, the California Milk Processor Board is suggesting that a few glasses of milk might help the whole scourge go away — or at least be more tolerable — not only for the sufferer, but for the longsuffering (read: men).

The new “Everything I Do Is Wrong” campaign, which breaks today, represents the latest attempt by America's biggest dairy marketing co-op to position their staple product as a nutritional aid rather than an obstacle.

They have tried to use scientific research to persuade consumers that certain types of dairy-based diets can actually assist weight loss, for instance, and that chocolate milk is a highly effective post-workout “recovery drink.”Continue reading...

digital advertising

Heineken and Google: From Entrance to Date to Engagement

Posted by Sheila Shayon on July 1, 2011 03:00 PM

Heineken's first worldwide campaign, dubbed "Legends," centered on YouTube, where the brand's first spot, "The Entrance," scored more than 3 million views globally in the first three weeks of its release in December.

The eagerly-awaited second instalment in the creative brand campaign, "The Date," premiered on Heineken's YouTube channel late last month, and zoomed to more than 4 million hits.

Fast forward to today, when Heineken and YouTube parent Google announced a multi-year global agreement that continues leveraging YouTube and expands to mobile.Continue reading...

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