2014 Brandcameo Product Placement Awards

social marketing

Sony Ericsson Hot Shots: Shades of Sharapova's "I Feel Pretty"?

Posted by Shirley Brady on March 22, 2011 12:00 PM

Remember Maria Sharapova's "I Feel Pretty" commercial for Nike? The Charlie's Angels theme of the new Sony Ericsson campaign might seem to reinforce what irked her in that spot — being valued for her looks instead of her talent.

The tennis player, as Sony Ericsson's brand ambassador, is helping promote its new reality-style web series following six attractive young female players (aka "the Hot Shots") on the 2011 WTA tour. They'll upload photos and videos onto FacebookYouTube and their individual Twitter feeds to give a behind-the-scenes glimpse at life on the WTA circuit for a mini-Maria. 

It's all a bid to promote Sony Ericsson's Android-enabled Xperia smartphone to young women and sports fans — a natural brand association, as Sony Ericsson is a long time supporter of the Women's Tennis Association.Continue reading...

auto motive

Lexus Woos Younger Buyers With CT 200h

Posted by Dale Buss on March 11, 2011 02:00 PM

It’s been a long road even in marketing-cycle terms for Lexus and the CT 200h hybrid – between a weird promotional gig with Sarah Silverman and the car now finally showing up in Lexus dealerships nationwide.

Remember nearly a year ago when Lexus hired the edgy and unpredictable comedienne to host a debate about global warming on behalf of the brand, at the New York International Auto Show? Neither does anybody else. But now, the Toyota luxury brand is hoping that by closing the circle on its year-long buildup and by actually easing into dealer showrooms, the CT 200h can provide a timely bump to Lexus sales.

Lexus has just launched a new national TV-advertising campaign for the car, which — at 42 mpg on the highway — Lexus says is the most fuel-efficient luxury car available.Continue reading...

social marketing

Digital Piracy 101: Cap’n Crunch is Still on the Bridge

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

This 1966 commercial was one of the first for Horatio Magellan Crunch, aka Cap’n Crunch, who it turns out will not be retiring. According to Quaker Oats, rumors of his demise have been greatly exaggerated, leading one to ask — was it an effective marketing stunt?Continue reading...

doing good

A Digital CARE Package for the 21st Century

Posted by Barry Silverstein on March 10, 2011 01:00 PM

It's always encouraging to see a legacy brand reinvent itself, especially one that offers assistance to the world's people.

That's what CARE is doing with a newly launched website that features a new kind of "CARE Package," a phrase that became associated with the nonprofit organization when it was founded in 1946.

CARE, which stands for the Cooperative for Assistance and Relief Everywhere, was originally comprised of 22 American organizations coming together to send CARE Packages consisting primarily of food to World War II survivors.

In the next twenty years, CARE sent some 100 million CARE Packages to people in need in Europe and later in Asia and other parts of the world.

The phrase "care package" has become so popular that it's widely used for any assortment of items being sent to a student, loved one, friend or other individual — but it has also lost its association with its origins.Continue reading...

branded entertainment

iPadvertising: Gap and Glamour Produce Original iPad Series

Posted by Shirley Brady on March 9, 2011 05:15 PM

Conde Nast's Glamour and Gap have teamed up for Glamour Girls, an original web series exclusively available on the magazine's iPad app. As Gap notes on its blog, there are four ten-minute episodes, each featuring a different Glamour staffer running about the office and New York — dressed, of course, in Gap's spring collection.

doing good

Kellogg's Invites You to Share Your Breakfast and Feed a Child

Posted by Sheila Shayon on March 8, 2011 11:00 AM

Marking National Breakfast Day in America, Kellogg’s hosted a kick-off event this morning with actress Melissa Joan Hart and its beloved cereal brand mascots, Tony the Tiger and Snap! Crackle! and Pop!, at New York's Grand Central Terminal.

It was more than just a feel-good photo opp and welcoming committee to offer free breakfasts to commuters flooding into Manhattan.Continue reading...

viral marketing

Smartwater Riffs on Viral Videos With Jennifer Aniston, Puppies, Double Rainbows

Posted by Shirley Brady on March 7, 2011 03:30 PM

The new spot from Smartwater aims to go viral by making fun of the elements that have become viral video cliches.

It features viral memes such as double rainbows; YouTube lip-syncher Keenan Cahill (a web savant); adorable puppies; cute babies doing adult things; a crotch kick, a parrot and slow-mo hair-tossing that recalls Aniston's earlier spots for the brand.

What it doesn't have: the suggested video title of "Jennifer Aniston Sex Tape," the obvious fast-track way to making this truly viral.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...

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