viral buzz

Watch Sydney Mardi Gras GAYTMs Disperse Cash, Rainbows

Posted by Abe Sauer on March 5, 2014 01:42 PM

It's not an ATM. It's a GAYTM! To celebrate Sydney Mardi Gras, the annual (and largest of its kind) LGBTIQ pride parade, national bank ANZ converted a number of its bland ATMS around the city to flashy "GAYTMs."

Get it!? As the principal sponsor of the gay pride event (an impressive feat for such a staid industry like banking), ANZ's GAYTMs disperse both cash and life-affirming messages. Receipts are, of course, rainbow-colored. Even Star Trek actor and gay activist George Takei took notice.

See a video of the GAYTM in action after the jump.Continue reading...

fashion week

Marc Jacobs' NYFW Pop-Up Employs Power of Social Currency

Posted by Sheila Shayon on February 7, 2014 02:47 PM

Pop-up shops are nothing new, but Marc Jacobs‘ fragrance division is using Fashion Week to launch its Daisy Marc Jacobs Tweet Shop with a twist—social currency only, please.

Located in New York’s SoHo neighborhood, a tweet, Instagram or Facebook post tagged #MJDaisyChain can be exchanged for goods including fragrances and accessories at the store, while the best Instagram photo of the day wins a coveted handbag.

"Over the years, the Daisy brand has built a considerable following in social media, and to us, the whole undertaking is a way to say a big thank you to the people who love Daisy and are constantly finding creative ways to show their affection for the brand," said Lori Singer, VP marketing for Marc Jacobs. 

"Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans," she added. "We have seen people creating drawings and stage mood shots featuring the iconic bottle, so engagement of the fans is already there."Continue reading...

event marketing

Treading Carefully, Brands Head to Vegas for a Different Kind of Show

Posted by Abe Sauer on January 17, 2014 07:32 PM

CES wasn't the only big trade show to take over Las Vegas this month.

The hordes of tech-loving geeks that took over the city earlier this month have been replaced by a flock of Duck Dynasty-loving show-goers at an event wrapping up today: the 16th largest annual trade show in the United States, with 12.5 miles of exhibitors accounting for a multi-billion dollar industry with a lucrative lifestyle attendance that has gone from just 5,600 in 1979 to a record 630,000 last year.

Brand sponsors, however, have tread lightly this year to court attendees. That's because the US National Shooting Sports Foundation's Shooting, Hunting and Outdoor Trade Show, better known as the NSSF SHOT Show, has had a rough go of it in the past year. Indeed, its 2013 trade show took place just a month after the tragic 2012 shooting at the Sandy Hook school in Newtown, Conn.

Several longtime, non-firearm industry partners begged off partnerships this year, citing the show's heavy presence and promotion of the kind of "assault" rifle used at the Newtown incident.Continue reading...

celebrity brandcasting

Lady Gaga Masters Art of Branding as ARTPOP Heads to #1

Posted by Sheila Shayon on November 13, 2013 06:25 PM

Lady Gaga’s latest album, ARTPOP, was released in conjunction with two pop-up stores (ARTPOP-ups, you might call them) in New York City and Los Angeles, dubbed "ARTPOP Pop Up: A Lady Gaga Gallery."

The gallery/shop installations feature Gaga-related items like the computer chair where she posed naked, her infamous meat dress and everyday items like albums and t-shirts. The ARTPOP gallery experience is sponsored by Ubisoft, creator of video game Just Dance 2014, which features two Gaga songs, Beats By Dr. Dre and Interscope, Gaga’s record label.

While it's all a highly orchestrated ploy to generate buzz and sales for the star's new album with the Jeff Koons cover, it’s also a multimedia art installation, with blank walls and artsy tools available for visitors to create their own masterpiece while a video wall projects Gaga and her quotes. 

It paled in comparison to the brand-savvy singer's ARTPOP album release party in Brooklyn's Navy Yard on Sunday, an over-the-top spectacle that cost about $3 million to produce with the quiet aid of American Express, according to Billboard. (Two words: flying dress.)Continue reading...

tech in the spotlight

GE Robot Band Wins the Internet (and New York City)

Posted by Shirley Brady on November 13, 2013 10:17 AM

In case you missed it, check out Compressorhead — aka GE's heavy metal robot band — in action in New York City's Union Square park yesterday.Continue reading...

brand innovation

Microsoft Unites Rugby Fans with Skype-Enabled 'Hole in the World' Activation

Posted by Mark J. Miller on June 28, 2013 02:36 PM

Sports rivalries can get pretty intense when fans take to the streets, but Microsoft has found a way to make a series of rugby matches between Australia and Wales into not just a peaceful exchange between rivals, but one of the coolest fan interactions ever.

To celebrate a series of matches between the Australian and UK rugby sides, the Seattle-based tech brand is using its Skype technology to enable a virtual "Hole in the World" that allows supporters from both countries to look into an eight-foot-wide “hole” and see fans from the other side, in real-time, thus creating an opportunity for exchanges between the two groups.Continue reading...

event marketing

Kid Rock Puts Money Where His Mouth Is with Cut-Rate Tickets this Summer

Posted by Dale Buss on June 7, 2013 03:39 PM

He may not yet make the pantheon of Detroit business innovators that includes Henry Ford and Mike Ilitch of Little Caesars Pizza fame, but local music icon Kid Rock is making his concert tour this summer as much about the economics of the music business as the music itself.

Kid Rock is working with promoter Live Nation Entertainment to price most tickets for his summer concerts at just $20 and make them available for purchase at Walmart. He hopes the good old-fashioned price discount will spur buying and, so far, he told the Wall Street Journal, that is exactly what has happened at his concerts.

Instead of taking a big upfront fee from Live Nation, Kid Rock has shouldered more risk by sharing ticket sales but also should benefit from an unusual arrangement with Live Nation in which he gets a cut of revenue from food, drinks and other "house earnings."Continue reading...

china

Coca-Cola Experiments with Isolation and Friendship in China

Posted by Abe Sauer on May 8, 2013 01:38 PM

Isolation and loneliness may seem like an odd foundation for a Coca-Cola campaign, but in China, the brand is aiming to bring the smile associated with Coke to a generation afflicted with such attributes as they try to find their way in suddenly booming metropolises.

Coca-Cola's "Friendship Experiment" aims to capture moments of "happiness creation" by inviting "complete strangers to come together and share a moment of connection." It's an effort by Chinese photographer Kurt Tang to combat what he saw as the "dispiriting sense of isolation and loneliness" found today in China's cities.

"We even date through virtual social networks instead of more intimate, human close-in-person communications," Kurt Tang, the photographer and 'Happiness Creator' of the Friendship Experiment, told brandchannel. Tang's photo and video collection, a project that used Coke to bring urbanites together, recently showed at the Fei Gallery in that same city. Notably, the photo exhibition does not contain Coke bottles or products, although some of the videos do.Continue reading...

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