Posted by Dale Buss on March 12, 2012 09:01 AM
American Apparel may have a knight in shining armor: George Soros.
American Express sees millions of Twitter Sync coupons redeemed within first five days.
Ann Taylor tweaks brand lineup.
Apple finds iPhone falling behind Samsung in China.
BBC America bets on New Yorkers as tastemakers for new cooking show.
Barnes & Noble tests Penguin publishing boutiques in its stores.
CNN reportedly in talks to acquire Mashable.
Chevrolet shows off networked car at SXSW.
Chevron plays catch-up in shale gas.
Chipotle gets a big bang for the little buck.Continue reading...
Posted by Dale Buss on March 7, 2012 09:03 AM
Amazon's original programming plans draws speculation.
Apple prepares for iPad (HD?) reveal frenzy today while new device also could be boon for Verizon Wireless; and company receives key patent for iWallet.
Arby's uses holistic approach to social media to boost Klout score.
Bank of America is bullish on girl power.
Bentley's 'ugly' SUV the talk of the Geneva Motor Show.
Boeing forms alliance with Chinese jet maker.
Carbonite sees stock price drop after withdrawing advertising from Rush Limbaugh, as radio host sees 30+ advertisers leave, including Netflix.
Chevron faces criticism after gas-rig fire off Nigeria.
Cosmopolitan reaches 100K paid digital subscriptions.Continue reading...
Posted by Shirley Brady on February 14, 2012 05:55 PM
Above, GE Chief Marketing Officer Beth Comstock discusses the "great mash-up" — the collaboration between big companies, start-ups, government and academia driving healthcare breakthroughs, as GE demonstrated in the "big data" elements of its Super Bowl campaign. Feel free to follow and join in the conversation via the #WhatWorks hashtag on Twitter.
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...
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...
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...
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...
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...