brand revival

As Competition Grows, ESPN Hopes to Bolster SportsCenter's Dominance with New Campaign

Posted by Mark J. Miller on September 23, 2013 03:44 PM

ESPN often calls itself the Worldwide Leader in Sports, and there is no doubt that it is. Its market dominance is unquestioned. 

However, in recent months, a few big brands have appeared on the scene ready to make some inroads into ESPN’s longtime rule. NBC has collected its sports content under one roof and scored a big victory when it began airing English Premier League games this season. Fox Sports 1 launched in August and is happy with its progress. “I don’t know how much better it could be going,” Michael Mulvihill, senior vice president, Programming & Research told TheWrap. “We’re very pleased.”

With that in mind, the Disney-owned ESPN is launching a new ad campaign for its flagship program, SportsCenter, that will remind all sports fans who’s boss. The spots will feature fans and pro athletes such as Bubba Watson, Maria Sharapova, RG III, Patrick Kane, and Clayton Kershaw, Deadspin reports, singing the SportsCenter theme song while they go about their lives. According to the Wall Street Journal, this is the first time in about a decade that the sports juggernaut is actually paying to advertise its products on other networks, including DirecTV and Comedy Central.Continue reading...

brand news

In the News: Tesco, Apple, Netflix and more

Posted by Dale Buss on September 23, 2013 09:25 AM

In the News

Tesco launches own-brand tablet, Hudl. 

Apple sells nine million new iPhones on first weekend, and is named the UK's coolest brand. 

Netflix picks up first Emmy.

American Airlines, US Airways extend merger termination date in light of upcoming trial. 

BlackBerry explores taking company private and bets future business on services as it haults BBM roll out for iOS and Android. 

Bruegger's and Caribou co-brand in growth effort.

Chanel named coolest fashion brand by UK survey. 

Darden Restaurant Group makes job cuts.

ESPN launches new ad campaign for SportsCenter.

Fiat plans to buy GM share of their diesel joint venture.Continue reading...

ad watch

Dunkin' Donuts Deploys First Vine TV Ad—and it's Shorter than Six Seconds

Posted by Sheila Shayon on September 10, 2013 10:41 AM

Dunkin’ Donuts made history last night during Monday Night Football’s pregame show on ESPN, running the first ever television ad made completely from Vine videos.

Four Vine videos will run during ESPN's Monday Night Countdown throughout the 16-game season on the network's "billboard" ad unit, a full-screen, five-second spot that airs between segments on the network. Monday's Vine featured an animated latte that flips a coin to show the start of a football game. 

“We think a billboard using Vine is dramatically more engaging than a standard billboard with a corporate logo on it,” Scott Hudler, VP of global consumer engagement at Dunkin’ Brands, told Adweek. “Everyone is multitasking while watching TV with their phone, tablet or laptop. A lot of times, the content on their mobile device is not related to their TV shows. We want to make sure we’re supporting our TV investment with social media that’s [relevant]. It’s our job to make sure that it’s tied together to drive consumer engagement.”Continue reading...

brand news

In the News: JCPenney, Samsung, McDonald's and more

Posted by Dale Buss on September 5, 2013 09:26 AM

In the News

JCPenney reportedly shelves Martha Stewart deal. 

Samsung unveils Galaxy Gear smartwatch as Qualcomm also enters smartwatch fray.

McDonald's tests higher-priced dollar menu. 

Anheuser-Busch InBev partners with University of Illinois for big data edge.

Balenciaga sues former creative director for defaming brand. 

BlackBerry seeks buyer by November.

Campbell will launch soup K-Cups next year.

Chobani recalls "fizzy" Greek-yogurt cups.

Covergirl joins NFL's pitch to female fans.

Dunkin' Donuts taps Eli Manning to promote app.

El Chico expands rebranding program.

GoDaddy steps away from jiggle marketing.Continue reading...

sporting brands

This College Football Season, One of the Biggest Rivalries Will Be Nissan vs. Hyundai

Posted by Dale Buss on August 30, 2013 08:02 PM

Sure, there's the Michigan-Notre Dame game on Sept. 7 and plenty of other rivalries duking it out on the football field this season, but another major tilt will be going on this season as well: Nissan vs. Hyundai.

Both brands are staking claims to having a disproportionate presence in marketing around college football this year, and it marks the third season of major emphasis for both Hyundai and Nissan. Nissan continues to focus on its marketing partnership with the Heisman Trophy while Hyundai's embrace of the game is more general.

"Our goal has been to position Nissan as the premier partner of the Heisman Trophy and also owning the space in college football," Vinay Shahani, director of marketing communications and media for Nissan USA, told brandchannel. In the past, Nissan has been "the biggest advertiser on ESPN for college football."Continue reading...

sports in the spotlight

ESPN Hopes to Amp Up Fans for Early-Morning GameDay Broadcast

Posted by Mark J. Miller on August 27, 2013 07:03 PM

College football kicks off this weekend, which means pigskin fans across the US should start getting used to flipping the channel to ESPN. The self-anointed Worldwide Leader in Sports is broadcasting around 450 games this season compared with its nearest rival, Fox, which will show about 50. 

To get fans pumped up and ready to turn on their TVs every Saturday at 9 a.m., ESPN has launched a new ad campaign telling fans to “Get Up. It’s Game Day.” The improved ESPN College GameDay teaser video “wraps in more footage of college football zealots than have past campaigns, which tended to focus on short, staged skits featuring the show’s hosts.” While variations of the spots will run on TV and online, the Disney-owned broadcaster is also seeking input from its viewers via social media on how they #GetUp4GameDay, which could be displayed during broadcasts, Adweek reports.Continue reading...

brand news

In the News: Turner Broadcasting, American Express, Toyota and more

Posted by Dale Buss on August 26, 2013 09:18 AM

In the News

Turner Broadcasting turns attention to 'Upwave' wellness network. 

American Express ranks highest in credit-card customer satisfaction.

Toyota hustles to remedy low crash ratings.

Amgen buys Onyx for $10 billion in cancer drug play.

Duck Dynasty's calculated push into entertainment has turned out well.

ESPN returns Keith Olbermann today.

Facebook opts to dump physical gifts from platform. 

GM eyes diesel option for new Colorado and Canyon light pickups and pays to make dealers' web sites better.

Gamestop wins from new Xbox and Play Station.

Hillshire Brands brings "spontaneous consumption" to meat aisle.

Hormel battles high pork-belly costs.Continue reading...

media meltdown

ESPN Pulls Brand from Controversial Documentary, Reportedly on Pressure from NFL

Posted by Mark J. Miller on August 23, 2013 01:37 PM

ESPN and PBS’ “Frontline” have been working together for 15 months on a two-part documentary about the troubling issue of concussions in the NFL. That all ended Thursday when the sports giant announced that it didn’t want its name or brand marks to be associated with the film “League of Denial: The NFL’s Concussion Crisis,” since it turns out ESPN wouldn’t have any final say on what was in the film.

“We were about to share a cut of our film with them,” Raney Aronson-Rath, the deputy executive producer of “Frontline,” told the New York Times, “and we welcomed their input.” But Aronson-Rath also made it clear that the terms of the deal had always been clear from the beginning: ESPN had control of what it aired on its network and put on its websites, PBS had control of what it aired and put on its websites. 

The overriding theory is that ESPN, which shells out more than $1 billion annually to broadcast ratings juggernaut Monday Night Football, doesn’t want to hurt its relationship with the NFL, especially with rumors floating around that Google recently met with the NFL about a potential streaming deal, and with new sports network Fox Sports 1 ready to pounce on any fumble ESPN might make.Continue reading...

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