2014 Brandcameo Product Placement Awards

sip on this

Coca-Cola Continues to Open Happiness, From Coke Machine to Truck to Table

Posted by Sheila Shayon on September 19, 2012 06:34 PM

Coca-Cola’s "Open Happiness" global marketing campaign kicked off in January 2009, when Cee Lo Green and Janelle Monae appeared in a music video that exclusively debuted on FOX's American Idol.

A year later, the "Open Happiness" theme took a tangible, and unforgettable form — a vending machine that appeared in the common room of St. John’s University in New York. It was rigged to dispense flowers, pizza and a six-foot sub resulting in a viral swish of happiness, generating more than 1 million views in the first week and still attracting comments 2 million views later.

The campus Coke machine stunt migrated to London, and morphed into a Hug Machine at the National University of Singapore in a gestural marketing stunt where a squeeze yielded a soda. Since then the Coca-Cola Happiness machine has popped up in local activations around the world, in markets including India, Buenos Aires, IndonesiaTokyo, Istanbul for a special Valentine's Day stunt, and back to Singapore, this time promoting recycling in June.Continue reading...

fashion week

Old Navy's New York Fashion Week After-Party Puts Mere Mortals on the Runway

Posted by Mark J. Miller on September 13, 2012 02:02 PM

The fashion runway is generally seen as a place that is not in the reality of everyday Americans. Not only do they typically not ever get to see a fashion show live and in person but they certainly don’t get to strut their stuff up on the actual runway itself. That job is for models whose physical forms aren’t exactly shapes that typical Americans relate to and who have clothes specifically constructed to fit them. 

But Old Navy is trying to take back the fashion show for all the little people (and not so little). The idea is to take over a runway when Fashion Week ends this week in New York and let any woman who wants to walk the runway to do so. They’ll only get to do it, though, if they are wearing a pair of Old Navy’s Rockstar Skinny Jeans, which the company will not only provide but actually give to anybody who cares to take the stroll. Those participating in the stroll down the catwalk will also get “coaching on how to work it,” according to the release. Old Navy will be posting info to Facebook and Twitter, of course. 

And if you don’t live in the New York City area and aren’t interested in buying a ticket to get there for Friday’s show, worry not.Continue reading...

retail watch

UNIQLO Preps San Francisco and New Jersey with Maru, Games, the People

Posted by Sheila Shayon on September 13, 2012 10:01 AM

“UNIQLO Lucky Cube with Maru” (you know — Maru, Japan's Garfield turned YouTube and web sensation) is one of the ways UNIQLO USA is celebrating the fall openings of new stores in San Francisco and New Jersey.

The brand’s first West Coast flagship store, 111 Powell Street in San Francisco's Union Square, opens on October 5th. “San Francisco has always been a place of creativity, diversity, and social innovation,” stated UNIQLO USA’s COO Yasunobu Kyogoku. “In this same spirit, UNIQLO takes pride in developing innovative technology to create high-quality casual basics that are not only functional, but also affordable.”

Fans in the Bay Area can win blimp rides, merchandise and other prizes by playing with the You Tube Japanese cat sensation and the game is available now through October 14th on UNIQLO’s website, and via Facebook and Twitter.Continue reading...

political season

7-Eleven's 7-Election Obama/Romney Coffee Poll is Surprisingly Accurate

Posted by Abe Sauer on September 10, 2012 11:58 AM

If you need any more proof that politics is basically just pro sports for really out of shape people, look no further than the "7-Election."

Yes, 7-Eleven has once again brought back its election year themed promotion that allows Americans to vote in their favorite way, with their mouths. Specifically, by putting things into it. But this isn't your daddy's "7-Election." This year, there's so much more 7-Election that it should be called 10,000-Election.Continue reading...

London 2012

Coca-Cola Caps London 2012 Olympics Sponsorship With Massive Giveaway

Posted by Shirley Brady on September 3, 2012 12:03 PM

Coca-Cola is capping its London 2012 Olympics sponsorship with its biggest giveaway ever in the U.K., where it's also sponsoring the 2012 Paralympic Games.

The soft drink giant is running a one-day promotion, Monday Sept. 3rd only, giving away 500ml bottles of Coca-Cola, Coke Zero or Diet Coke at Boots and Superdrug stores to those who register first online. It's being promoted with a 100-foot tall vending machine in London's Brick Lane, as you can see in the TV spot which features "Anywhere in the World," the brand's original London 2012 song created by producer Mark Ronson.

As part of its top-tier Olympics sponsorship, Coca-Cola underwrote the London Olympics torch relay and launched "Move to the Beat," a music-based global marketing platform, in addition to installing a giant interactive Beatbox pavilion at the London Olympics site.

fashion therapy

Vogue Promotes Global Fashion's Night Out Events

Posted by Shirley Brady on August 10, 2012 11:03 AM

Vogue is promoting the fact that Fashion's Night Out is not just a New York event with a promo highlighting what's happening in London on FNO's Sept. 6th return. Milan will also be celebrating its fourth FNO — details below.Continue reading...

event marketing

Good Vibrations: Trojan Gives Away Vibrators Via NYC Hot Dog Carts [Update]

Posted by Mark J. Miller on August 7, 2012 05:06 PM

Hot dog carts are icons of the American entrepreneurial spirit. And two that are roaming the streets of New York this week fit that spirit in a bold new way.

Instead of being filled with firm, all-beef dogs, however, these carts will be filled with (cough!) vibrators. Thanks to the folks at Trojan Vibrations, 10,000 of the things will be handed out gratis from the carts this week, according to the New York Times. Talk about good vibrations.

The carts will feature the company’s brand as well as the inevitable hot dog puns such as “Relish the moment” and “Getcha vibes here!” You can be sure joy-seeking New Yorkers will be lining up at the so-called pleasure carts on Wednesday and Thursday when the largest vibrator giveaway ever is scheduled to take place.

According to the press release, "The carts will hit hot spots around Manhattan and will be giving away free Trojan Tri-Phoria (MSRP $39.99) and Trojan Pulse Intimate Massagers (MSRP $29.99) to thousands of New Yorkers seeking a little pleasure pick-me-up." The two-day NYC vibe-a-thon gets rolling at 11am at 6th Avenue at 48th Street.

For those who need to know where the carts are as they continuing roaming the Big Apple, info will be posted continuously on the Trojan Vibration Facebook page. This isn’t the first promotion for these products, either. Last summer, Trojan embarked on a mobile "Vibe truck tour" to share the love.Continue reading...

crowdsourcing

Frito-Lay Launches Times Square Pop-Up Store Today With Eva Longoria

Posted by Dale Buss on July 20, 2012 11:49 AM

There's nothing new about crowdsourcing product varieties anymore, but Frito-Lay is bringing an interesting twist to a promotion that it launched today: offering the winner of a new-flavor contest the option of a prize based on sales of the new potato-chip flavor that he or she inspires.

In its "Do Us a Flavor" campaign headlined by actress and restauranteur Eva Longoria and Food Network Iron Chef Michael Symon, the PepsiCo unit invites fans to submit their potato-chip flavor ideas via a Facebook app for a chance to win $1 million in grand-prize money — or one percent of their flavor's 2013 net sales, whichever is higher.

"We [already] have a lot of flavors that would make the one-percent option a bigger payout than the $1 million," Ram Krishnan, Frito-Lay's vice president of marketing, told brandchannel. "We're opening it up so that consumers can have a winning proposition."Continue reading...

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