Best Global Green Brands 2014

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...

The Big Game

Super Bowl Advertisers Hope to Stretch Ad Dollars with Long Lead-In to Big Game

Posted by Dale Buss on November 15, 2013 07:41 PM

Super Bowl advertising is becoming a three- or four-month-long seasonal platform rather than just a series of mega-impact TV spots contained within the Big Game each year. That trend has been strengthening for a while, but it's taking its fullest form this fall in the run-up to Super Bowl XLVIII on February 2 at MetLife Stadium in New Jersey.

Last Sunday, Jaguar, a new sponsor of the event, unveiled an ad during broadcasts of NFL football and on BBC America that gave away much of the approach that it will take in its actual first-ever ad during the game. Intuit is milking its initial Super Bowl appearance for all it can with a contest in which it's giving away the actual ad to a winning small business.

And every brand participating in the Fox telecast this year is otherwise planning how to take advantage of social media and other venues to tease ads that still tend to be forgotten by consumers within one or two days after the game—except that brands now increasingly also are continuing to use the ads themselves and related social media aftermath to keep the meme going for weeks afterward.Continue reading...

brand news

In the News: BT, CBS, Alibaba and more

Posted by Dale Buss on November 11, 2013 09:11 AM

In the News

BSkyB shares hit by BT Champions League football rights deal win.

CBS criticized for not running more extensive apology over flawed Benghazi report.

Alibaba set for US$5B boost from China's online "Singles Day."

Adidas sprints for lead with Smart Run watch.

Amazon taps U.S. Postal Service to establish Sunday delivery for Prime customers.

Apple finds surprising market growth in Japan as China supply chain practices face fresh criticism.

Bank of America may have to pay US $864M over "Hustle" loans.

Bloomberg curbs reporting that might anger China.

Boeing and Japan Air Lines face another Dreamliner battery incident.

Bottega Veneta unveils new 'green' headquarters.

Cadillac's new CMO aims to focus brand around design.

Charmin pulls cheeky Twitter ad campaign.Continue reading...

The Big Game

Good to Be Bad: Jaguar Plays Up British Bad-Boy Side for Super Bowl Debut

Posted by Dale Buss on November 7, 2013 04:43 PM

Jaguar's comeback strategy has relied a lot on the US market. And now the Indian-owned brand is going to rely on its British heritage to climb onto the biggest American—and worldwide—marketing stage of all: the Super Bowl.

The brand announced that it'll be running its first TV ad during the Big Game, with social media treatment before and after, on February 2 on Fox. Jaguar will field a spot for the new F-Type Coupe featuring prominent British actors displaying particular British villainy, as an allegory for how the F-Type Coupe is supposed to be a "British bad boy" in taking sales away from the luxury competition. The Twitter hashtag: #GoodToBeBad.

"You don't spend that kind of level of investment without carefully considering it," Jeff Curry, Jaguar's North America CMO, told brandchannel in regard to the gulp-inducing Super Bowl XLVIII advertising tab of about $4 million for 30 seconds. "But for us it felt like the right moment in time because of the fantastic range of new products that we have. And we've seen great sales growth."Continue reading...

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