Posted by Dale Buss on January 30, 2013 03:01 PM
Now that it's managed to leverage the Kate Upton factor, has released an extended-cut version of its Super Bowl commercial featuring the supermodel (along with Usher and a devilish Willem Dafoe) and has revealed the price of its stylish new CLA Class sedan at $29,900, Mercedes-Benz can just sit back and watch the returns roll in for its Big Game presence — right?
Not by a long shot. Mercedes-Benz executives, dealers and others are busy this week attempting to take maximum advantage of the other significant part of their brand-building opportunity connected to the Super Bowl: having their name on the Mercedes-Benz Superdome that will be hosting the game on Sunday.
From the start of this Super Bowl XLVII season, Mercedes-Benz has embraced the association with the Big Easy that began in earnest with a naming rights deal that led to the placing of its iconic star emblem all over the Superdome in 2011 in full knowledge that the 2013 Super Bowl would be played there. For the game on Sunday, Mercedes-Benz signage will be more apparent than ever.
"And every time the game commentators on TV are going back to the game, they're going to be saying, 'Let's get back to the Mercedes-Benz Superdome,'" Bernie Glaser, CMO of Mercedes-Benz USA, told brandchannel.Continue reading...
Posted by Dale Buss on January 30, 2013 12:50 PM
Above, Chrysler's well-received 2011 Super Bowl ad, "Imported From Detroit," featuring Eminem.
Chrysler's earnings report today made it apparent that its sales and financial recovery remains well on track, though there are new snags in its product plans due to fiat's drag on the combined company.
Chrysler posted prelimary net income of $1.7 billion for 2012, up nearly tenfold from the year-earlier $183 million and exceeding the guidance that it issued previously. The gains came largely on the strength of an 18 percent gain in worldwide vehicle sales, most of it realized in a U.S. market that has re-embraced Chrysler brands and products. Chrysler U.S. sales have increased by more than 50 percent since 2010, and its U.S. market share climbed two percentage points, to 11.4 percent, last year.
"While we are pleased to have achieved strong financial results in 2012, the enterprise we are crafting is not complete," CEO Sergio Marchionne said Wednesday in a release.Continue reading...
Posted by Dale Buss on January 24, 2013 05:29 PM
More and more, the Super Bowl is becoming the Auto Bowl.
Up from just a handful of car brands a few years ago, Super Bowl XLVII on Feb. 3 will feature no fewer than eight auto brands advertised by six different companies: Audi, Chrysler, Lincoln, Hyundai, Kia, Mercedes-Benz, Toyota and Volkswagen.
"A lot of us are there," Steve Shannon, CMO for Hyundai Motor America, told The New York Times, because "it sells cars." Specifically, the game, its walk-up and aftermath have become an unparalleled platform for launching or previewing new products, refining brand positioning, or both.
Audi of America plans to crowdsource the end of its Super Bowl spot by offering three different endings to a prom-night story on its YouTube channel. Lent an Audi S6 by his father, a boy exudes self-confidence as he drives to the dance, struts in, spies the prom queen and gives her a dramatic kiss. Then the prom king approaches him and... the rest will be determined by viewers who weigh in.Continue reading...
Posted by Dale Buss on January 22, 2013 05:05 PM
Super Bowl XLVII may be unique in that one of the biggest potential branding opportunities has suddenly materialized less than two weeks before the Big Game. And the opportunity is called the Brothers Harbaugh.
It seems unlikely that even the biggest brands would be able to land a deal with Jim or John Harbaugh, or both, this close to the Super Bowl, given that each is now consumed with how to beat the other's team -- and that, for the winner at least, there should be plenty of endorsement opportunities after the game.
But some marketers may be able to figure out how to tie themselves tangentially at least, maybe even convincingly, to what already has become the most intriguing Super Bowl story line perhaps in decades: the mutual success and striving of two accomplished opposing coaches, less than two years apart in age, who happen to be siblings. They're also young for their profession, telegenic, well-spoken and smart.
So we await news on Brother International or some other less obvious brand figuring out how to tap into all of that. In the meantime, there are plenty of other brands gearing up for a Super Bowl lift ahead of Game Day, including Mercedes-Benz.Continue reading...
Posted by Dale Buss on January 18, 2013 09:03 AM
Oprah Winfrey and Discovery's OWN TV channel sets ad premium Lance Armstrong TV confession while his personal brand redemption bid is seen as falling short.
AT&T takes $10 billion pension charge against earnings.
Amazon launches music store for Apple devices.
Ameriprise Financial taps Tommy Lee Jones for encore.
Aston-Martin seeks development partner to build high-end engines.
Boeing grounding of Dreamliner forces airlines to scramble.
Chrysler nears deal to restart in-house financing.Continue reading...
Posted by Dale Buss on January 15, 2013 09:01 AM
Ford tops Experian loyalty ranking as automaker earmarks "billions" for relaunching Lincoln — and may alter marque to please Chinese car buyers.
Apple stock slides on disappointing iPhone 5 sales.
Lance Armstrong creates buzz in advance of "emotional" TV confession with Oprah Winfrey.
Alibaba says founder is to leave CEO post.
BMW and Mercedes-Benz are chasing younger buyers.
Brandweek is being revived, at least in name.
Burberry says own-store sales rise but wholesale suffers.Continue reading...
Posted by Mark J. Miller on January 11, 2013 11:12 AM
It’s getting harder and harder to get television viewers to actually sit and watch commercials, which means product placement continues to rise as a means to show consumers just how great a product is.
TV will be filled with awards shows for the next few months, live events often attract high tune-in, sprinkled with tune-out during commercial breaks.
PepsiCo's Aquafina brand is partnering with fashion TV powerhouse Project Runway (which jumped from Bravo to Lifetime TV in 2009) with a contest inviting aspiring designers to submit their designs for a chance to attend the season 11 finale at the Fall 2013 Mercedes-Benz Fashion Week in New York next month.
According to the press release, "Narrowed down from the pool of design submissions gathered over the past month, the four designers who receive the most votes will compete in a one-hour, live design competition in New York City on February 6, 2013. The grand prize winner will receive $5,000, Aquafina for a year and recognition among the esteemed Project Runway and fashion communities."Continue reading...
Posted by Dale Buss on January 10, 2013 09:01 AM
AIG decides against joining federal lawsuit.
Boeing tries to defuse fears about Dreamliner.
Yum! Brands apologizes for KFC chicken probe in China.
ArcelorMittal plans to issue stock to cut debt of world's largest steelmaker.
Chrysler sees push from UAW for IPO.
Coca-Cola files claim in China against false fungicide rumors.
Dish Network looks at spectrum as prize in Clearwire gambit as FCC opens doors.
Ford doubles dividend with business humming.Continue reading...