2014 Brandcameo Product Placement Awards

campaign tactics

GE and Big Data: Connecting the Dots Around Super Bowl Spots

Posted by Sheila Shayon on February 10, 2012 10:18 AM

During this year's Super Bowl game GE aired two ads — Building Something Big and Power and Beer — as part of the company's ongoing “GE Works” campaign. But the company's Game Day strategy wasn't just about what it ran on-air.

GE integrated data visualization, a.k.a. Big Data, to augment the social and digital elements of its Super Bowl campaign, turning to an emerging engagement tool to augment content marketing and messaging with the brand's vast stores of data.Continue reading...

mobile advertising

Tag, You're It! Shazam is Super Bowl XLVI Mobile MVP

Posted by Sheila Shayon on February 7, 2012 12:37 PM

Mobile was the big winner in the Super Bowl this year, as marketers and consumers seized the second-screen experience.

“Caring about eyeballs was your grandfather’s ad agency,” commented Dan Israel, Atlanta-based strategy lead for the mobile practice at SapientNitro, to Mobile Marketer.  “What matters today is how many people with smartphones can be gathered in one location at one time. The Super Bowl rules in this category.” 

This Super Bowl was a huge coming out party for Shazam, the mobile app that enables audio tagging to link to content and offers, which partnered with almost half of Super Bowl 46 advertisers, representing 1 million giveaways, this year.

Shazam linked to commercials by Acura, Best Buy (which offered $50 gift cards), Cars.com (which donated $1.00 per Shazam tag to charity), Bud Light, Disney (John Carter trailer), Fed Ex, GE, Honda, Pepsi, Teleflora, and Toyota to unlock exclusive content and coupons. Some of the offers:Continue reading...

ad watch

Super Bowl XLVI Ad Watch: The Good, the Bad and the Creepy

Posted by Dale Buss on February 6, 2012 05:08 PM

As the world's biggest stage for marketers, we'd have to give Super Bowl XLVI, generously, a B-minus. While the game was compellingly competitive right until the last play, and Madonna acquitted herself pretty well for a 53-year-old halftime-show attraction, America's brand marketers barely held up their end of the extravaganza.

For one thing, there was no genuine stand-up-and-cheer advertising moment during NBC's telecast as there was last year, in Chrysler's spot featuring Eminem and its new Chrysler 200 "Imported from Detroit," although Clint Eastwood was a worthy successor.

In fact, stand-out moments in the ads were almost non-existent; the humor that carried most of the ads didn't come close to an outbreak of hilarity; and a few spots manifested jump-the-shark syndrome, such as an NBC promo that cameoed Betty White.Continue reading...

ad watch

Super Bowl Ad Tracker: Why Chevy, GE, P&G Tout Other Brands in Their Ads

Posted by Dale Buss on February 5, 2012 02:15 PM

The Super Bowl is always a harbinger of advertising trends to come, and one of the most interesting this year already is fully apparent: More brands want to do more than ever to break into one another's marketing space, particularly in TV advertisements. The Big Game will bring a healthy sampling of this rising phenomenon.

And we're not talking about the traditional art of finding ways acceptable to regulators, and to the viewing public, of denigrating competing brands here. The new trend is to use other, non-competing brands to help form an overall context that creates unprecedented sorts of synergies for your brand.

Other examples may pop up during the course of the game broadcast on Sunday, but the most interesting one so far is a General Electric ad at top that spends a lot of time talking about how the company makes turbines that help generate power that help Budweiser brew beer and get it to the local pub. The association lends an extra dose of authenticity to an ad that features interviews with actual GE workers at its Schenectady, N.Y., plant.

"Anheuser-Busch is a longstanding client of ours and they were excited about getting involved," Andy Goldberg, GE's director of creative content, told brandchannel. "The main focus on their end was just to make sure their brand was also portrayed in a good light and that it felt natural to their brand and how GE serves it. They saw our previous documentary ads on healthcare and aviation and thought that they were a great storytelling module. At the end they viewed it as a benefit — linking two well-known, classic American brands."Continue reading...

ad watch

Super Bowl Ad Tracker: GE Spurns Humor, Touts U.S. Manufacturing and Jobs

Posted by Dale Buss on February 2, 2012 07:13 PM

General Electric isn't exactly countercultural, or contrarian. But with its two ads planned for the Super Bowl on Sunday, GE might actually benefit by being different from the rest of the pack.

You see, GE doesn't plan to use humor, unlike just about every other major brand. One of America's largest industrial conglomerates plans to pull at our heartstrings instead.

GE's commercials feature its plants in Schenectady, N.Y., and Louisville, and speak to the pride GE workers feel being engaged in manufacturing — and manufacturing in America.

The spot set in the New York power-turbines plant, at top, ends with a GE worker saying to a guy in a bar, "We make the power that makes the beer," in an interesting sort of co-branding exercise with Budweiser — which the guy in a bar is drinking. It's an ode to the significance of manufacturing — and a nod to Bud Light, the official beer of the NFL.Continue reading...

ad watch

Super Bowl Ad Tracker: Rainn Wilson for Chevy, 50 Cent for Suzuki, a Kia Fantasy and more

Posted by Dale Buss on February 2, 2012 12:56 PM

Just when it seemed that almost every Super Bowl ad already had been revealed or teased, brand marketers' buzz machines continue revving up. GM is promoting their Super Bowl XLVI spots on Chevy's YouTube channel — including talking insects on a Chevy Sonic and Volt-enchanted aliens, which you can watch below — with YouTube-only clips with Rainn Wilson encouraging fans to share, engage and vote for their favorite spots.Continue reading...

brand news

In the News: Netflix, PepsiCo, Nokia & more

Posted by Dale Buss on January 26, 2012 09:02 AM

In the News

Acura makes the Sundance Festival a stage.

Airbus fixes cracked A380 wings as fault found.

Facebook marketer Buddy Media finds business is booming.

GE finds in study that shared content ranks higher with consumers than paid placement.

GM CEO offers resolute defense of Volt before Congress.

Illumina adopts poison pill against Roche.

J.C. Penney "reinvents" department-store retailing.

Netflix looks ahead as it returns to subscriber growth.Continue reading...

that's entertainment

Sundance Film Festival Sponsors are Back in Force

Posted by Mark J. Miller on January 20, 2012 11:01 AM

The annual indie-film extravaganza known as the Sundance Film Festival got underway Thursday night in Park City, Utah, and the New York Times noticed something there that had been missing at recent fests: many corporate sponsors.

Eight brands are officially sponsoring this year's festival, which launched as an offshoot of Robert Redford's Sundance Institute in 1978: Adobe, GE, Sprint, Yahoo!, Bertolli, Grey Goose, Time Warner, and Hilton. Last year, the festival had two — Honda and Trident — and neither of them are back.Continue reading...

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