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bc q&a

Home's Best Friend: 5 Questions with Coldwell Banker CMO Sean Blankenship

Posted by Dale Buss on February 11, 2015 09:30 AM

As Super Bowl advertising has proven, TV viewers are drawn to ads featuring dogs—especially cute, little puppies. Fully aware of this trend, Coldwell Banker Real Estate will be showcasing man's best friends during the 87th Academy Awards broadcast on ABC on Sunday, February 22.

The brand's spots that will be unveiled during the Oscars will feature rescue dogs welcoming their "pet parents" home. At the same time, the brand will announce its first-ever "Homes for Dogs Project" to find families for 20,000 adoptable dogs, in partnership with Adopt-a-Pet.com.

Besides helping out the pooches, Coldwell Banker's goal is to make emotional connections with American home-owners and buyers, to differentiate itself from rivals that concentrate on the nuts and bolts of the home-buying process.Continue reading...

that's entertainment

The 2015 GRAMMYs Awards Branding, From Microsoft to Target and More

Posted by Dale Buss on February 9, 2015 04:04 PM

The season of big tentpole marketing events on television continued to pick up steam with the GRAMMY Awards telecast on Sunday, with major brands are anteing up big bucks to associate themselves with music's biggest night. And we don't just mean how adidas debuted its new shoe on Kanye West's hot-footed temper.

Some brands, such as Mountain Dew, repurposed their Super Bowl ads from a week earlier; others had skipped the Big Game and created new campaigns designed with the GRAMMYs' music-loving audience in mind. Some were sponsors; some weren't. All attempted to stand out with unique branding campaigns:Continue reading...

bc q&a

Aflac Hits the GRAMMYs Red Carpet: Five Questions with CMO Michael Zuna

Posted by Dale Buss on February 8, 2015 07:35 PM

Aflac Duck Grammy Awards 2015

Aflac likes to keep Americans on their toes about what the disability-insurance brand might do next, and now the brand is continuing its mold-breaking ways with its biggest and most integrated marketing effort to date.

The campaign, which includes activations at the 2015 GRAMMY Awards and the Daytona 500 auto race, is built around a new Aflac benefit called One Day Pay, which allows the company to receive, process, approve and disburse payment to policy-holders for eligible claims within just one business day.

It's "our way of saying that no matter what gets in your way, trips you up or slows you down, getting claims processed and paid won't be one of them," said Dan Amos, CEO, in a press release. The campaign thus emphasizes speed and efficiency in a tangible way around viewing live events such as the GRAMMYs or the Daytona 500.Continue reading...

bc q&a

The Sundance Kid: 5 Questions with Chobani CMO Peter McGuinness

Posted by Dale Buss on January 29, 2015 02:31 PM

Chobani Sundance Film Festival cafe

Chobani is busy these days. It's launching innovative products targeting new and existing consumers and eating occasions, including the first Greek yogurt pouches aimed at kids, and new flavors of its Greek Yogurt Oats blend line and Flip Creations mix-in products.

The long-time Greek-market leader is also turning to new marketing platforms and initiatives. It won't be running an ad in Super Bowl XLIX on Sunday, even though Chobani made its debut in Big Game commercials last year, opposite Dannon's Oikos brand—which also dropped out of Super Bowl advertising this time around after a two-year run.Continue reading...

diversity watch

American Express Brings LGBT Pride to Small Business Saturday

Posted by Sheila Shayon on December 8, 2014 03:29 PM

As one of the largest corporations in the world, American Express has consistently been a leading model of an inclusive brand by engaging its diverse employee network and augmenting its outreach to LGBT stakeholders, including card members and merchants, with well-executed, diversity-focused marketing moves.

Case in point: For the past three years, Amex’s PRIDE network—its internal community of LGBT employees—organized and produced local PRIDE events across the U.S. on Small Business Saturday, the annual post-Black Friday indie retailer event that American Express started five years ago.Continue reading...

fashion therapy

Victoria’s Secret Gets Hearts Racing with London Show, Wearable Tech Bra

Posted by Mark J. Miller on December 1, 2014 02:35 PM

Fifteen of Victoria’s Secret’s top models will be walking the runway at London's Earl Court next Tuesday night in the brand's annual extravaganza. For the first time, the fashion show is being held outside of New York, and will reportedly double in audience size.

Victoria's Secret is pulling out all the stops, recruiting Taylor Swift and Ariana Grande to perform, and flying in all 47 of its models over to the UK capital to hype the event, Women’s Wear Daily reports.

With good reason: Like every other retailer, the lingerie brand is banking on a strong holiday shopping season. The fashion show hopes to build on the momentum garnered by Victoria’s Secret owner L Brands' good third quarter profit raise of 43%. The company has raised its earnings forecast for the year, the Wall Street Journal reports, and hopes the show will spur holiday spending, particularly beyond the U.S.Continue reading...

digital marketing

Dos Equis Uses Oculus Rift for Most Interesting Halloween Masquerade

Posted by Sheila Shayon on October 24, 2014 05:12 PM

To celebrate Halloween, Dos Equis has created a multi-platform interactive platform, Masquerade, hosted by none other than The Most Interesting Man in the World.

This year's Masquerade, which "takes place" at the host's New Orleans manor, can be experienced both online (through the Dos Equis website) and also at bars and parties across the U.S. through virtual reality experiences in which fans don an Oculus Rift headset.

As Dos Equis parent Heineken notes in a press release, "This VR experience will allow fans to don a headset and enter into a virtual Masquerade as The Most Interesting Man’s guest of honor, encountering the unexpected and unusual."Continue reading...

cause marketing

Shave the Date: Brands Help Celebrate Movember's 10th Anniversary

Posted by Sheila Shayon on October 15, 2014 03:05 PM

The Movember movement, which started in Australia in 20014 and has now spread worldwide, is the leading global organization committed to changing the face of men’s health. To date, its foundation has raised $559 million and funded over 800 programs in 21 countries to date.

Gillette UK is early to the gate with its video for this historic 10th anniversary Movember, encouraging participants to grow moustaches throughout the month of November to promote and raise awareness specifically in the areas of prostate cancer, testicular cancer and mental health:Continue reading...

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