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campaigns

Go You: Cigna Promotes 'One of a Kind' Health Insurance Coverage

Posted by Sheila Shayon on September 26, 2011 05:34 PM

Cigna’s “Go You” campaign theme, “You were born an original. Make sure you stay that way,” is pitch perfect for an industry reinventing itself as consumers prepare for the health-overhaul laws that will require most Americans to carry health insurance by 2014.

Maggie FitzPatrick, Chief Communications Officer for Cigna, told brandchannel that their customers “want to be treated as individuals. Our surveys show that people place tremendous value on personalization and being in control.  This sense of control applies to both their health and health care costs.”Continue reading...

viral buzz

Viral Video Watch: That Calls for a Carlsberg!

Posted by Michael Waltzer on September 26, 2011 05:03 PM

"That calls for a Carlsberg." That's what the innocent couples featured in the latest viral from Carlsberg must have been thinking after the brand's latest stunt. The viral video above, posted on YouTube on September 22nd, now boasts almost 1.5 million views.

The set-up: In a movie theater in Brussels, Belgium, Carlsberg filled a 150-seat theater with 148 of the scariest, meanest, and scruffiest looking bikers they could find, leaving the remaining 2 seats (located in the center of the theater) open for unsuspecting couples.

Hidden cameras were placed throughout the theater to film the couples' reactions. Some walked out, others made sneering remarks, and some had the courage to actually sit down. Once the couples sat down, a spotlight shined on them, followed by cheering and applauding from the entire biker crowd. The couples were then handed Carlsberg beers, with the screen in the theater reading "That calls for a Carlsberg." The look of relief on the couples' faces is priceless.

Find more "That Calls for a Carlsberg" videos on the brand's YouTube channel.

that's entertainment

US TV Series Woo Canadians to New Fall Shows

Posted by Mark J. Miller on September 26, 2011 09:39 AM

A number of American shows that are running on Canadian TV are being given extra attention by marketers north of the U.S. border in hopes of reaching a whole new audience.

For example, to promote NBC’s Prime Suspect, debut Friday night, Global Television sent out one hundred actresses dressed as detective Jane Timoney, the show’s main character who is portrayed by Mario Bello, into “downtown Toronto as part of a giant flash mob,” according to the Hollywood Reporter.

“The response was terrific. We grabbed their attention, and the actresses were carrying iPads with clips from the show,” said Jason Keown, senior director of marketing at Global.

We get it: flash mobs are cheap, fun, attention-grabbing and traffic-stopping. But given that Toronto is rife with flash mobs, the strategy may be wearing thin. (The fact that we couldn't find a video of this on YouTube shows it may not have been all that impressive to passersby.)

Taking a different tack to stand out, Rogers Media is bringing FOX’s Journey to Terra Nova fan experience bus to Toronto to promote the new Steven Spielberg-blessed series, Terra Nova.Continue reading...

brand innovation

IBM's Think Exhibit Applies 100 Years of Innovation to the Future

Posted by Shirley Brady on September 25, 2011 11:43 PM

IBM's THINK Exhibit opened this weekend in New York at Lincoln Center. Featuring live data visualization, a first-of-a-kind immersive film across 40 screens and giant interactive stations, the exhibit explores how we can make the world work better. But what is it, exactly? The New York Times writes:

Partly, it is corporate public relations. We learn about IBM’s astonishing accomplishments over a century, its researchers creating what is now commonplace: UPC bar codes, magnetic strips holding data on cards, computer hard drives. IBM scientists have received Nobel Prizes, performed molecular prestidigitation and won chess and “Jeopardy!” games with pioneering examples of artificial intelligence.

The exhibition is also meant to demonstrate IBM’s vision of the world while defining its mission to the public, for it is no longer an office machine company or the maker of the world’s best electric typewriter (the Selectric), or the designer of mainframe computers, or even the manufacturer of the once-ubiquitous IBM PC.Continue reading...

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...

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