2014 Brandcameo Product Placement Awards

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...

branded entertainment

Jay-Z and Kanye West Pop Up in NYC to Promote “Watch the Throne”

Posted by Mark J. Miller on August 15, 2011 01:08 PM

Want to promote yourself as being hip and cool and all that? First, buy a $300,000 Maybach. Then get a blowtorch and heavy-duty metal cutter, film yourself destroying the body of the car and driving it around like a maniac with four models in the back seat while rapping like mad.

That’s what Jay-Z and Kanye West are up to in their latest video, “Otis,” from the new album “Watch the Throne,” which was released digitally a week ago and hit store shelves Aug. 12.Continue reading...

brand and bottle

Newcastle Brown Ale Sets Artful Dodger Loose in California

Posted by Jennifer Sokolowski on August 11, 2011 05:00 PM

Newcastle Brown Ale isn't just hearty — it's also arty. The British beer is trying to lighten things up in San Diego this summer with public art installations building on Newcastle’s “Taste the Lighter Side of Dark” campaign.

First, Newcastle looked to get San Diego residents trapped at the Del Mar Race Track — in a giant pint glass of Newscastle.

“Trapped in a Schooner” is a 3-D optical illusion that allows one person to stand in a certain location, while another climbs inside a three-piece larger-than life replica of Newcastle’s traditional glass, the Geordie Schooner. In the photo, the person appears to be trapped in the drink.Continue reading...

event marketing

Gap Pitches 1969 Denim with $1.69 Tacos and Vintage Food Trucks

Posted by Shirley Brady on August 9, 2011 07:00 PM

Gap promised that its new global branding campaign would bring an extra treat to U.S. fans — food trucks serving tacos in a handful of markets.

The event marketing, dubbed Pico de Gap, kicked off Monday in Los Angeles with chef Marcel Vigneron from Bravo's Top Chef (and now SyFy), with celeb guests including Jennifer Love Hewitt, Nikki Reed and Sarah Silverman.

Starting Friday, three other vintage food trucks will be popping up in downtown neighborhoods, music festivals and other gatherings in San Francisco (with another Top Chef alum, Ryan Scott, on-board), New York (food writer Katie Lee, another Top Chef vet as host of the first season of Top Chef Masters) and Chicago (chef Rick Gresh).Continue reading...

fashion therapy

Gap's New Global Brand Story: Denim, Design, Food Trucks and a Dog Named Louie

Posted by Shirley Brady on August 1, 2011 01:00 PM

Gap is turning to storytelling in its new global campaign, promoting its 1969 premium denim collection with "real people" (to start with, the team behind the collection, at its Los Angeles denim studio) and some other local touches, including tapping into the mobile truck craze and even featuring the studio's resident dog.

The first major campaign by the brand's new CMO, former Ogilvy exec Seth Farbman, the "1969: L.A. and Beyond" campaign aims to tell "the story of its 1969 fall collection from the inside out. Starting with the personalities behind the denim, 1969: L.A. and Beyond gives a transparent look at the designers and how they come together each day to create the latest in denim fits, fabrics and washes. Taking it from the studio to the real world, the campaign also shows how the denim comes to life in various cities by the people who wear it."Continue reading...

branding together

Taco Bell and MTV's VMAs: A Food, Facebook and QR Combo to Go

Posted by Sheila Shayon on July 28, 2011 02:00 PM

Taco Bell is extending its marketing partnership with MTV with a co-branded campaign to promote the upcoming MTV Video Music Awards (VMAs) to Taco Bell fans with a sweet deal: a Big Box Remixed special featuring four classic Taco Bell menu items with a side order of exclusive music content. 

The co-branding partnership is also something of a special deal for the leading Mexican-style quick service restaurant chain, as it marks Taco Bell's foray into the social media space of QR code packaging via a free mobile app.Continue reading...

local branding

Brands Strut Their Stuff in New York's Times Square

Posted by Sheila Shayon on July 26, 2011 12:00 PM

What do fashion, a Chinese news agency and pizza have in common?

Times Square – hotter, and more popular than ever! And not just because it's summer.

This past Saturday, Express, the fashion retailer for style-conscious Millennials, set out to break the Guinness world record for the largest number of people modeling on a catwalk.  And despite temperatures hovering in the 100’s – they did, showing that wannabe models cannot resist a catwalk, no matter how crowded or sweaty.

A total of 1,243 people walked the Express runway, including the Naked Cowboy, police officers, tourists, and just regular locals, shattering the previous record of 521 set last year by Galeries Lafayette in Paris.Continue reading...

response mechanism

Honest Tea Tests Americans' Honesty

Posted by Sheila Shayon on July 22, 2011 11:00 AM

In the midst of the sweltering heat across America this week, Honest Tea conducted a little experiment.

On July 19th, the Coca Cola-owned beverage brand set up unattended kiosks in 12 cities, inviting the public to enjoy a chilled drink, but to also leave $1 on the honor system — to test Americans' honesty (a riff on the brand's name).

The winner?Continue reading...

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