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brandcameo

The A,B,Cs of Branded Entertainment with Apple, Barbie, Chipotle (and more)

Posted by Abe Sauer on May 16, 2014 01:23 PM

A is for Apple, B is for Buzz Marketing, C is for Captain America 2: With the departure of product placement legend Suzanne Lindbergh, who joined Jawbone last year and just signed on as global VP of buzz marketing at AOL, Apple has posted a job opening to take over some of those duties as Buzz Marketing Manager. Duties include "Build and maintain relationships with high-profile influencers" and "work with the creative side of film & TV to place Apple products." Such as arranging opportunities like the Apple Store scene in recent hit film Captain America 2 (above).

Have your Chipotle with Malcolm Gladwell, Toni Morrison or Michael Lewis: In its new campaign, cups and bags at the chain will feature short stories by famous authors so you can feed your mind with great writing while eating. Crazier still, the whole thing was the idea of Chipotle fan and best-selling novelist Jonathan Safran Foer.Continue reading...

brand news

Brand News: Adobe, Google Glass, Sony and more

Posted by Shirley Brady on May 14, 2014 09:15 AM

TOP 5 STORIES

Brands to Watch

Adobe’s marketing cloud goes real-time with app store and celebrates 25th anniversary of Illustrator.

Amazon tops America’s Most Reputable Companies list.

Google Glass is now available to anyone in the U.S. (with $1500) as Samsung reportedly readies Galaxy Gear glasses.

Sony reports $1.3 billion quarterly loss amid restructuring costs.

Yahoo buys Snapchat rival Blink with plans to shut it down.

ALSO IN THE NEWS:

ABC brings programmatic video to U.S. upfront media buyers as TV ad dollars follow younger viewers online.

Adventr, backed by John Legend, enables build-your-own-adventure games.

Airbnb takes on hotels with last-minute bookings and wins New York legal battle.

Apple bows to pressure with splitscreen app move.Continue reading...

brand news

In the News: GM, Mondelez, Diet Coke and more

Posted by Dale Buss on March 5, 2014 09:33 AM

In the News

GM sees CEO Mary Barra personally takes over ignition-switch recall.

Mondelez sees digital-startup investments bear fruit.

Diet Coca-Cola raises eyebrows with "You're On" references.

Chevron gets huge win from US judge.

Chrysler pledges to keep minivan production in Canada but wants lower costs as slow sales hit Dodge Dart output.

Famous Dave's management continues to unravel.

GE CEO Jeff Immelt reassures investors by personally buying company stock.

Intel CMO Deborah Conrad to leave after 27 years at the company. 

Jaguar plans compact sedan with aluminum underbody.Continue reading...

branded entertainment

The Re-Hire: BMW Brings Back Trailblazing Series of Web Films

Posted by Dale Buss on February 14, 2014 07:17 PM

Reports are that BMW is going to revive in some form its initiative of more than a decade ago that helped create—and, in the eyes of many critics, still reigns over—what has become an explosion in branded video content.

Trudy Hardy, BMW's CMO in the US, has indicated that the brand will be bringing back BMW Films, which comes as great news to auto buffs and film buffs alike.

The Hire, the automaker's award-winning series of eight online films, were directed by Guy Ritchie and starring Clive Owen, were produced for the web from 2001-2002. Arguably, every significant piece of high-quality, branded video content produced since then—right up through Jaguar's Desire project last year—owes something to BMW's groundbreaking branded entertainment series.

The Hire cost BMW $25 million to produce and featured a cast of celebrity directors, such as Ang Lee, as well as stars including Madonna and Don Cheadle, who interacted with Owen's James Bond-like character as the driver whose adventures always took place in a BMW model.Continue reading...

The Big Game

Super Bowl Ads See Celebs, Car Brands Take Center Stage

Posted by Dale Buss on January 28, 2014 05:43 PM

No industry has come to define Super Bowl advertising quite like the car business. Automakers, after all, are among the biggest US advertisers and marketers by dollar volume. According to Kantar Media, the auto sector will be the biggest advertiser at the Super Bowl for the third straight year.

“It’s the right place,” Jon Swallen, Kantar Media’s research chief, told Bloomberg. “The Super Bowl attracts a broader audience than core sports fans who are male, skews higher income and is a perfect audience for auto brands.”

While some automakers such as BMW are saving their marketing dollars for the Sochi Olympics and other platforms, at least eight auto brands are planning to use Super Bowl commercials this Sunday as a platform to help achieve their greater goals for 2014—and beyond.

Hyundai and Chrysler, according to Kantar research cited by USA Today, made the top five biggest spenders in the past five Super Bowls, along with Bud Lite and Budweiser parent Anheuser Busch InBev, PepsiCo and Coca-Cola.

This year, 30-second Big Game spot on NBC costs $4 million, according to Adweek, while it has become standard practice to run pre-Game teasers (trailers, in a sense, of the Game Day spot), and viral videos promoted across YouTube, Twitter and Facebook with hashtags. One question is how much the pre-Game sneak peeks and reveals steals the thunder and surprise from in-game ads. A bigger question, for marketers' bosses, is whether watercooler buzz leads to sales.

Here's a snapshot of what auto brands are planning for Super Bowl XLVII, much of which has been revealed already by teasers and even full commercials and related cross-platform, digital and social campaigns. Watch below, and let us know your favorite so far in the comments below.Continue reading...

The Big Game

Enjoy the Super Bowl Tease? Butterfinger May Be Your Best Bet This Year

Posted by Dale Buss on January 16, 2014 07:12 PM

With GoDaddy.com and Axe forgoing their recent Big Game titillations this year in favor of more serious outreaches to their respective demographic targets, a perhaps-unlikely CPG brand apparently will be coming to the aid of Super Bowl viewers who count on some adverteasing along with their football.

Nestle-owned Butterfinger will air its first-ever Super Bowl spot on February 2 for its new Butterfinger Peanut Butter Cups, and its teaser suggests that the ad will be what USA Today called "racy." The video online now shows a couple—peanut butter and chocolate—seeking couples counseling for their relational woes.

Among other snippets, the previous patients, cheese and crackers, are seen emerging from the therapist's office fondling a salami and snickering. The therapist jokes with the sweet and salty couple, "Don't you think it would be nice to try something new—and crunchy?"Continue reading...

brand news

In the News: HP, China Mobile, Cadillac and more

Posted by Dale Buss on January 15, 2014 09:21 AM

In the News

HP sets to announce two large smartphones today.

China Mobile receives 1.2 million iPhone pre-orders.

Cadillac updates its crest. 

Axe strikes a more earnest tone in advertising.

Bud Light challenges football fans with digital gaming ad and prepares new tag line for A-B InBev's reduced Super Bowl effort.

Charter woos Time Warner Cable shareholders.

Coca-Cola releases interactive mini-bottles to honor World Cup.

Daimler wins as US Supreme Court throws out Argentine human-rights suit.

Dunkin' Donuts focuses on expansion and one-to-one marketing.

Facebook CEO calls Snapchat a "super interesting privacy phenomenon," and it makes inroads in Russia.

Fiat will give first batch of new Alfa Romeos to top-selling US dealers.Continue reading...

brand news

In the News: Verizon, Panera Bread, Johnson & Johnson and more

Posted by Dale Buss on November 20, 2013 09:18 AM

In the News

Verizon unveils big-box superstores in bid to reinvent wireless.

Panera enters single-serve home-coffee market.

Johnson & Johnson agrees to artificial-hip settlement of at least $2.5 billion.

Bitcoin regulation is argued.

Burger King enters India via joint venture.

Dodge tests coattails of Ron Burgundy.

Ford plans to reveal all-new Mustang on Dec. 5 and said Edge concept at LA Auto Show provides glimpse of global SUV ambitions.

Home Depot registers 50 percent rise in digital sales and Lowe's net profit surges.

JCPenney loss widens but turnaround firms up.Continue reading...

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