Posted by Sheila Shayon on July 12, 2012 02:05 PM
The annual San Diego Comic-Con (SDCC) kicks off today, and as ever, it's a massive promotional platform for brands.
Founded as the "Golden State Comic Book Convention" in 1970 by a group of San Diegan comic book fans, the annual fanfest has evolved to include video games, toys and other forms of genre entertainment. That's why Hollywood beats a path south to the show every year — to generate buzz among the estimated 250,000 comic book, sci-fi, fantasy, anime, and video game fans hitting town for the four day pop-culture fix.
One of the biggest movies being touted this year: The Twilight Saga: Breaking Dawn - Part 2, which marks the cast's last appearance as Kristen Stewart, Robert Pattinson and Taylor Lautner hyping the Nov. 16th final bow with a 1pm ET (above) panel. Also red-hot: Iron Man 3, with Robert Downey Jr. and co-stars on hand to promote the movie scheduled for May 3rd of next year.Continue reading...
Posted by Abe Sauer on July 3, 2012 12:06 PM
As tentpole movies increasingly become vehicles to move items off store shelves, one "product" that has excelled at leveraging onscreen placements is "geography." And when it comes to comic book titles and their real life cities, probably no hero is better at local marketing than Spider-Man.
No surprise then that, with a brandtastic new Spider-Man reboot hitting cinemas today, Sony and Marvel marketers leveraged Peter "Spider-Man" Parker's real life New York City home as part of its amazing marketing campaign, with one mild-mannered exception.Continue reading...
Posted by Abe Sauer on June 25, 2012 07:07 PM
For a series of Batman movies that takes itself so seriously, it's a surprise to see it right there so prominent as one of only five menu items on the official The Dark Knight Rises website: "Imported From Gotham City."
The Dark Knight Rises has a number of other official partners. There is Nokia (remember them?) and No Fear (remember them?) and Mountain Dew, which features at the core of its tie-in "Sad Batman." But none of these brands even get a mention on the film's official website, let alone being featured on the site navigation.
It seems that the heavyweight "Imported from Detroit" campaign, which debuted with Eminem at the 2011 Super Bowl and was reborn with Clint Eastwood at the 2012 Super Bowl, is now so ingrained in the American psyche that it's worth lampooning. But the first rule of auto product placement is "be serious." Be so, so serious.Continue reading...
Posted by Shirley Brady on June 4, 2012 12:34 PM
Microsoft takes the stage at E3 to talk up Xbox.
Marvel starts production on Iron Man 3.
Vita Coco unveils new campaign with Rihanna (right).
Aon Hewitt finds positive shift in internal brand engagement.
Black & Decker coffee machines recalled following 1,300 complaints.
BlackBerry parent RIM shares drop below $10.
Celsius mobile phone with embedded Swiss timepiece retails for $312K.
Coca-Cola and McDonald's hit back at Mike Bloomberg's NYC big soda ban.
Corning expands on Gorilla Glass with thinner Willow Glass.
Facebook shares tumble to new low on Sanford Bernstein questions.
Ford crowdsources Focus ST commercial.
Google's Project Glass codename? Wingman.
Got Milk? and California Dairy Council partner for consumer education campaign.Continue reading...
Posted by Abe Sauer on May 7, 2012 09:08 PM
Without a doubt, audiences walking out of The Avengers are going to remember seeing one brand among the many that pop up throughout the movie: Acura.
The automaker filled the film, literally start to finish, with its models. And it capped it all off with at the end with Robert Downey Jr.'s Tony "Iron Man" Stark hopping into a new, attention-grabbing Acura NSX roadster — and straight onto the carpet at the movie's premiere.
In the product placement world, The Avengers tie-in is a bit of a coup for Acura, with Stark having preferred Audi R8s in both previous Iron Man films. But by providing only a concept car for its most high profile role ever, has Acura dropped the product placement ball?Continue reading...
Posted by Abe Sauer on May 7, 2012 02:28 PM
Film: The Avengers
Brands/Products Spotted: 18
Standout Placement: Acura's NSX concept car
Most Memorable Placement (positive): Acura
Most Memorable Placement (negative): Oracle
Overall Product Placement Integration Grade (1-10): 6
Comments: Acura is the big winner in Hollywood's new record-smashing #1 movie, produced by Marvel Studios with Paramount Pictures. In one scene, the heroic team runs off camera and the audience is left, for a moment, with the camera lingering, close up, on the backside of an Acura SUV (a militarized MDX). The big question is, will Iron Man 3 go back to his Audi A8? (Or maybe something more.... Chinese?)Continue reading...
Posted by Dale Buss on May 7, 2012 09:01 AM
ABC News and Univision team up to launch 24-hour English-language news channel for Hispanic viewers.
American Airlines seeks more overseas flights amid US Airways bid, Bloomberg says.
Amtrak enlists iPhone as service tool.
Apple may be ready to settle iPad China trademark dispute.
AT&T CEO regrets unlimited data iPhone plan.
Barclays enters U.S. banking fray with online service.
Budweiser sees boycott by NYT's Nick Kristof, while Bud Light tries to manage line extensions.
CBS steers younger viewers to 60 Minutes.
Chinese consumers are rejecting "Made in China."Continue reading...
Posted by Dale Buss on April 30, 2012 08:59 AM
AB InBev goes upbeat as profits and sales rise.
Adidas raises forecast after profit beats estimates.
Air Lease nears $5.5 billion purchase of 737 Max jetliners from Boeing as aircraft maker produces first 787 Dreamliner.
Amazon and Texas reach sales tax deal.
Apple sidesteps billions of dollars in taxes worldwide.
Cadbury shows the way on Google+.
Chrysler overruns magazine covers with new Viper.
Disney's Marvel's The Avengers aims to kick off summer box office bonanza.Continue reading...