Best Global Green Brands 2014

going mobile

GoldRun Hits an Augmented Reality Home Run with Bloomingdale's, NBC and the Playboy Bunnies

Posted by Sheila Shayon on September 19, 2011 10:49 AM

Now out of Beta, GoldRun's smartphone platform uses objects as ‘virtual breadcrumbs’ for scavenger hunts and branded campaigns with pots of social commerce gold at the end of the digital rainbow. It engages users real-time with an interactive experience that yields real world rewards.

It strutted its stuff at the recent Fashion's Night Out event in New York, partnering with Bloomingdale’s and NBC on “Look the Part, Be the Part,” the first co-braned cross-industry promotion to use augmented reality.

Running through Sept. 26, shoppers at Bloomingdale’s 44 stores nationwide can participate in a photo opp with virtual characters from NBC’s fall lineup by downloading the free app, and are eligible to win a trip to Los Angeles for an on-set visit or a grand prize trip to Chicago for a walk-on role in NBC's new series, The Playboy Club.

In addition to posing with bunnies from The Playboy Club, Bloomie’s reps with GoldRun- loaded iPads are on hand to snap photos for customers with virtual cast members from four other new NBC shows: Whitney (starring Whitney Cummings), Free Agents, Prime Suspect with Maria Bello, and Up All Night, featuring Christina Applegate, Maya Rudolph and Will Arnett.Continue reading...

branding together

Marketing Inscentives: BMW Uses Smellvertising to Woo Golf Pros

Posted by Mark J. Miller on September 15, 2011 03:43 PM

Movie stars aren't the only one getting pitched by brands in their hotel rooms.

Pro golfers are so popular, everybody wants a piece of them: fans, promoters, agents, coaches, reporters, brands, you name it. BMW is no different. It's sponsoring the BMW Championship, taking place in Lemont, Ill., from Sept. 15–18.

With so many pro golfers heading to the tournament, the host sponsor enticed them with a novel incentive to arrive a little early and take a spin in some BMWs. After all, a pro golfer is a very influential dude.

BMW seeded the process of luring the pros out to a track this weekend at an earlier event by giving out cologne scented like motor oil — yes, motor oil — at an earlier PGA event, above. But the follow-through was even smoother.Continue reading...

fashion week

Garden of Edun: Bloomingdale's on FNO High Alert for U2 Fans Tonight

Posted by Sheila Shayon on September 8, 2011 12:26 PM

Gaggles of celebrities will be running around New York tonight at Fashion's Night Out events, and U2 fans in particular will be flocking to Bloomingdale's.

That's where Edun will host its FNO party featuring its "Storytellers and Liars" menswear collection for fall/winter, with guests Bryan Greenberg and Victor Rasuk, from HBO's How to Make It in America, along with the organic label's founder Ali Hewson — and with any luck for those fans, her husband (and label co-founder) Bono, too.

One of a number of FNO shopping events that Bloomingdale's is hosting tonight, Edun will transform the Metro Level Men’s Department of into a temporary club: The Double Seven and The Lambs Club Pop Up, billed as "the ultimate gentleman’s lounge complete with special guest DJ, handcrafted cocktails and tasty bites." The first 100 people to make an Edun purchase will receive a limited edition Edun Live tee.Continue reading...

branding together

As Fiat x Gucci Unveils at Fashion Week, "Icon" Claim May Be Unfashionably Early

Posted by Dale Buss on September 7, 2011 03:07 PM

One of the more interesting collaborations at New York's Fashion Week tweaks the fact that it's the Mercedes-Benz Fashion Week: a red-and-green-stripped Gucci version of the Fiat 500.

According to Fiat USA, "The exclusive FIAT 500 by Gucci limited-edition models represent the perfect combination of craftsmanship and style, and bring together two of Italy's most respected brands. These special editions of the FIAT 500 and 500 Cabrio have been customized by Gucci Creative Director Frida Giannini in partnership with FIAT Centro Stile."

But read the fine print on the web teaser: "European version shown. North American model available in limited quantities late 2011." See, the Gucci-wrapped 500 actually debuted at Milan Fashion Week earlier this year. Yes, you've got to give Fiat CEO Sergio Marchionne credit for having ... boldness.Continue reading...

fashion week

Barbie vs. Target x Missoni's Marina: The Duelling Dolls of Fashion's Night Out

Posted by Shirley Brady on September 7, 2011 02:03 PM

Fashion's Night Out revellers can tag along with two dolls with social moxie as they navigate the FNO mayhem tomorrow night. (Who said fashion-lovers are plastic?)

Shoppers/partiers in NYC may catch the Mattel-sponsored Barbie double-decker bus between the stores of five brands (Alexis Bittar, Alice and Olivia, Loomstate Organic, Rogan, and Tracy Reese) as part of a virtual and in-person game dubbed Barbie Loves FNO. (Fans can also play along on Twitter @BarbieStyle.)

Barbie's not the only doll working FNO on September 8th — meet Marina.Continue reading...

fashion therapy

The Limited Launches eloquii as Plus-Size Fashion Takes Off

Posted by Sheila Shayon on September 7, 2011 11:13 AM

There's a growing market for plus-size fashion among sophisticated fashionistas.

In response, The Limited is launching eloquii, a new line for fans of the Limited brand who want “a clothing line that celebrates your sense of style, respects your curves and offers uncompromising fit and quality.”

Launching Oct. 19 (according to its Twitter feed) and online-only (for now), eloquii is "fashion that loves you back," as seen in the promo above. Other retailers are stepping up, too — including Lane Bryant, the plus-size fashion retailer that puts the sexy in plus-size fashion.Continue reading...

chew on this

Chipotle Scores Sustainable Hit with Willie Nelson's Coldplay Cover

Posted by Sheila Shayon on September 3, 2011 11:03 AM

Chipotle Mexican Grill is going Hollywood to shed light on the importance of a sustainable food eco-system as seen in the above video, “Back to the Start.”

Featuring a moving cover of Coldplay's The Scientist by music legend Willie Nelson, the two-minute stop-motion animated short follows a farmer who turns his family business into an industrial animal factory, reaping disastrous results before coming to his senses and choosing a more sustainable future. 

The film by Irish animator Johnny Kelly and the soundtrack were commissioned by Chipotle in their first foray into branded entertainment, and will be shown in 5,700 theaters across the United States starting in September.

The video also supports the brand's increased commitment to promoting sustainability via a new foundation and a first-of-its-kind event.Continue reading...

event marketing

Chrysler Touts Fiat 500 in Times Square, Lowers Sales Forecast

Posted by Shirley Brady on August 16, 2011 01:00 PM

Continuing the trend of brands taking over Times Square, FIAT North America brought its first TV commercial, "Drive-in," to life with an event that evoked Italia for Big Apple tourists and shoppers this past weekend, not letting Sunday's rain spoil the fun.

The lure of free espresso and gelato, bocce ball, music and a drive-in movie experience — thirty Fiat 500 sedans and cabrios arranged,  drive-in style, to watch movies on the Times Square jumbotron as dusk fell — wooed passersby to check out the "Simply More by Fiat" experience, where they could chat with Fiat product specialists (including Fiat North America head Laura Soave) and check out the 2012 Fiat 500 and Fiat 500 Cabrio.Continue reading...

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