social marketing

Old Spice MANta Claus, Day 2: A Billboard for Billings

Posted by Shirley Brady on December 6, 2011 04:07 PM

Old Spice kicked off day 2 of its social gift-giving holiday campaign with a video gift to the residents of Billings, Montana, who apparently can now check out a billboard thank you, too. W+K started marketing the return of Old Spice Man Isaiah Mustafa in earnest today, buying space on Yahoo (see below) and other highly trafficked websites.Continue reading...

brand mascots

NBA’s Sixers Asks Fans for Help with New Mascot

Posted by Mark J. Miller on December 6, 2011 02:02 PM

The Philadelphia 76ers last visited the NBA Finals in 2000 and won the whole thing in 1983, but there hasn’t been a lot of Brotherly Love for the Sixers in recent years as the team has either not made the playoffs at all or lost in the first round since 2003.

But now the team has new ownership, a new hope as the season is getting set to begin on Dec. 25, and a new mascot that will debut early in the year. That last one, actually, hasn’t been decided on just yet — so the team is asking fans to help determine the next face of the franchise will be, according to CSNPhilly. After all, whether it is Big Ben, B. Franklin Dogg, or Phil E. Moose, it will likely be around long after everybody on the current roster is gone.

The last mascot the Sixers had, a rabbit named Hip Hop, spent most of its time strutting around and doing crazy dunks off of trampolines. Last month, he was bounced out after fans told the new ownership that he had to go. So now the team is trying to figure out whether it wants a mascot in the form of Benjamin Franklin, a dog, or, oddly, a moose.Continue reading...


Old Spice Man Isaiah Mustafa is Back as MANta Claus

Posted by Shirley Brady on December 5, 2011 11:02 PM

Yes ladies (and men)... he's back! Isaiah Mustafa, aka Old Spice Man, is back in a white towel for a limited engagement as MANta Claus (tagline: "One man. Seven billion gifts"). The five-day digital holiday campaign for the P&G brand kicked off today with tweets and Facebook posts alerting commenters they had a gift waiting on YouTube. Watch the first day of the brand's latest social media response campaign by W+K featuring the award-winning character below.Continue reading...

brand mascots

Air New Zealand Kills Off Sleazy Mascot Rico

Posted by Mark J. Miller on December 2, 2011 05:02 PM

Air New Zealand isn’t above doing something a little scandalous to bring in customers and publicity. Two years ago, it painted uniforms onto the skin of supposed members of a ANZ flight crew for an ad campaign, raising more than a few eyebrows.

Then a year ago, the airline introduced a brand mascot: a raunchy puppet named Rico, who starred in an online-only ad campaign in which he used “sexual innuendo and chats with B-grade celebrities,” such as David Hasselhoff, Richard Simmons, Snoop Dogg and Lindsay Lohan, to help sell the airline, according to New Zealand’s Stuff.

Rico found some success, collecting 4.5 million YouTube viewers and more than 48,000 Facebook fans along the way. ANZ is likely the only major airline that had a series of online ads starring a puppet that all opened with the text, “The following video contains language and themes of a sensitive nature. Viewer discretion is advised.”Continue reading...

rising brands

Wendy's Dethroning Burger King as No. 2 Burger Chain

Posted by Mark J. Miller on December 1, 2011 02:07 PM

While McDonald’s is still the overwhelming powerhouse in fast-food burger chain, it appears that Burger King will soon be dethroned and it will come at the hands of a young pigtailed redhead.

The Orange County Register reports that Wendy’s is expected to surpass BK in the U.S., perhaps as early as this year, according to a report by Janney Capital Markets that was released Tuesday.

"We expect Wendy's to overtake privately-held Burger King for the number-two market-share position within the limited-service hamburger sector, perhaps as soon as this year," wrote analyst Mark Kalinowski in the report, according to the Register.Continue reading...

sporting brands

London 2012 Olympic Organizers Step Up Marketing

Posted by Shirley Brady on November 27, 2011 10:40 PM

The International Olympic Committee has been using "The Best of Us" as a tagline in its ongoing marketing campaign to promote the Olympic Games.

Now, with less than 250 days to go before the London 2012 summer games, the New York Times notes that, in addition to TV commercials, the IOC and London Olympic organizers are using the tagline as the basis of a global campaign "to reach younger viewers through social media, user-generated content and other digital offerings." The goal is not only to engage the public, but particularly youths, in London 2012 via the web, mobile and social media.Continue reading...

brands under fire

Penn State Nittany Lions Fans Hide Their Pride

Posted by Mark J. Miller on November 24, 2011 11:06 AM

With the winter holidays coming fast, Penn State fans can usually expect to get a random new piece of gear with a Nittany Lions logo on it (a 32-quarter inflatable beach cooler, maybe?) or at least a new PSU sweatshirt or T-shirt.

However, thanks to the heinous child-molestation charges against former assistant coach Jerry Sandusky, people are keeping their PSU merchandise in their bureaus these days and sales of PSU-related sports gear is down 40%, according to It's a sad Penn State of affairs, indeed, for the once-proud Lions and Penn supporters.Continue reading...

ad watch

Forget Old Spice Guy - Meet Old Spice Schlub

Posted by Shirley Brady on November 22, 2011 11:25 AM

In branding's equivalent of the post-Johnny Carson era on TV, P&G's Old Spice brand (and its agency, W+K) keeps grappling with the post-Old Spice Guy/Isaiah Mustafa era. Following its sea captain character in September, here's its latest 'dude' for its U.S. marketing — a schlub who channels his inner hunk with the help of Old Spice body wash.

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