Learn more about Sustainable Brands 2015 San Diego

digital moves

120 Sports Shows Broadcasters How To Be Nimble in a Digital World

Posted by Mark J. Miller on June 25, 2014 01:32 PM

ESPN may be the Goliath of sports broadcasting, but a new, more nimble brand is about to start chipping away at its market share. Time Inc. today is launching 120 Sports, its all-digital network that will feature an endless supply of sports-related content in videos that clock in under two minutes. 

The network will not just broadcast up-to-the-minute videos of what’s happening in the sports world, but will also be responding to whatever sports-related themes are trending on social media. “Below the video player, viewers will find a constantly rotating collection of data cards integrating everything from live tweets and polls to Sports Illustrated stories and ads, all of which can be pulled up without ever leaving the video,” Adweek reports.

"It's really just not television," Joe Inzerillo, chief technology officer at MLB Advanced Media told Ad Age. "It's the anti-television."

And that's exactly the point. The network is hoping to be millennial-friendly with a strict no-suit rule for its anchors, all of which will use iPads and smartphones to keep up with sports news while broadcasting.Continue reading...

sporting brands

With Hornets' New Jerseys Comes New Advertising Opportunity for NBA

Posted by Mark J. Miller on June 20, 2014 02:41 PM

When the Charlotte Hornets unveiled their new uniform earlier this week, a small detail was missing from the front of the jersey—the red, white and blue NBA logo. 

The league's marker has long adorned players' chests, but now, as seen on the Hornets uniforms, the logo has been relocated to the back of jerseys, a migration that will be applied across the board next season, ESPN reports. The seemingly minor move could end up meaning hundreds of millions of dollars in revenue for the NBA if the "stylistic" reasoning behind the move allows for the introduction of advertising on jerseys.

That would mark the long-awaited adaptation of a revenue model that pro soccer has long embraced—and benefitted from. Earlier this year, NBA commissioner Adam Silver called the move “inevitable” and NBA owners “were shown mockups of ad-laden uniforms” two years ago, Time reports.Continue reading...

sports in the spotlight

Anti-Redskins Campaign Gets Louder as NFL Stays Silent on Mascot Movement

Posted by Sheila Shayon on June 13, 2014 01:58 PM

After being rebuffed by the NFL, Native American groups have taken to the airwaves to spread their message against the use of derogatory terms like "Redskins" in national sports.

During Game 3 of the NBA Finals this week, the Yocha Dehe Wintun Nation aired a TV commercial in sever major markets—Chicago, Dallas, Los Angeles, New York, Sacramento, San Francisco and Washington—that shined a spotlight on the ongoing conflict between Native Americans and the NFL's Washington Redskins, who have repeatedly refused to change the team's mascot despite outcries from fans, government officials and players. 

Produced by the National Congress of American Indians, the group claims that the NFL refused to allow the ad to air during the season. The Oneida Indian Nation did however air several radio commercials during the season.

“It’s just a time to get people thinking about putting an end to outward hatred and using sports as a tool to focus on racism,” said Marshall McKay, chairman of the Yocha Dehe Wintun tribal council. “The R-word is as derogatory a slur as the N-word. When this name first came to be, it was a vehicle for people to bring the victims of violence into an office so they could collect a bounty.”Continue reading...

brand news

Brand News: Samsung, POM, Priceline and more

Posted by Shirley Brady on June 13, 2014 09:09 AM

TOP STORIES

Samsung Galaxy Tab S, revealed last night in New York, puts Apple's iPad on notice with more colorful displays.

POM given go-ahead by US Supreme Court to sue Coca-Cola in false advertising case.

Priceline to buy OpenTable for $2.6 billion.

Tesla opens patents, meets with BMW to discuss electric vehicles.

Google reportedly preps Google Fit health data service.

MORE BRAND NEWS

Alibaba's Tmall extends luxury offerings with L'Occitane virtual store.

Apple recalls European iPhone power adapters.

Bonnaroo festival extends brand beyond music.

Campbell's challenged on V8 juice marketing.

Cannes Lions festival gets ready with first Lions Health summit.Continue reading...

now hear this

Gatorade Spits Fire—Then Fizzles—After Powerade's King James Goes Down

Posted by Rami Levi on June 6, 2014 04:03 PM

Is it in you, LeBron?

Leading up to Game 1 of the NBA Finals, with the Miami Heat facing the San Antonio Spurs, a rematch of last year’s exhilarating NBA Finals remained the dominant storyline. That is, until the air conditioning at the AT&T Center gave way early in the first half. 

Forget Heat vs. Spurs. The main storyline was now Heat vs. Heat. 

Well, the heat won—and not the basketball team. With just seven minutes to go in a hotly contested nailbiter, LeBron James, one of the best (or the best, if you talk to him) players in the game, literally had to be carried off the court to the sidelines. The heat was cramping his style—and his leg. With their best player looking on through clenched teeth, the Heat lost their lead and eventually the game. 

Following the loss, LeBron very clearly identified the reason for his cramps: “I mean, I got all the fluids I need to get, I do my normal routine I’ve done and it was inevitable for me tonight, throughout the conditions, you know, out there on the floor,” he said. "I lost all the fluids that I was putting in in the last couple of days out there on the floor. It sucks not being out there for your team, especially at this point in the season.”

And with that statement, add one more loser to the boxscore: Powerade.Continue reading...

corporate citizenship

Marriott Renews Vows to LGBT Community with #LoveTravels Campaign

Posted by Mark J. Miller on June 2, 2014 01:18 PM

Marriott International is one of many travel companies that have made a point of supporting the LGBT community through events and sponsorships. Now, the company, which is the parent of hotel brands including The Ritz-Carlton and Courtyard, has recruited one of the most significant figures in the LGBT community for its new #LoveTravels campaign. 

The social media and marketing initiative, which launches today in time for June's pride month, features Jason Collins, the first openly gay NBA player that made headlines last year after making his orientation public in a feature for Sports Illustrated. In addition to wrapping hotels in Washington, DC, the US-focused campaign has a dedicated website and also features related content on Marriott's gay travel sites. Pinpointing the market is a smart move, as LGBT marketing specialist group Out Now estimated the LGBT travel market to hit $181 billion in 2013, according to USA Today

This isn't the first time Marriott has ran an LGBT-focused campaign. #LoveTravels is an extension of its "Be You, With Us" initiative that launched in 2012, which helped the company be named one of the best places to work for LGBT equality by the Human Rights Commission—a surprising honor for a company with a largely conservative board.Continue reading...

brand news

Brand News: Marriott Taps Jason Collins, Apple WWDC and more

Posted by Shirley Brady on June 2, 2014 09:00 AM

TOP 5 STORIES

Marriott International's new #LoveTravels campaign targeting LGBT community features NBA star Jason Collins in extension of "Be You, With Us" campaign for June's pride month.

Apple's Worldwide Developers Conference kicks off today (watch for OS X, iOS 8, iBeacon and health-tracking push) as Samsung unveils Tizen phone at nearby developers event.

Amazon and Mattel’s Hit Entertainment partner on content hub streaming preschool cartoon Fireman Sam and selling merchandise in deal that may alarm marketing watchdogs.

Google to launch 180 satellites in billion-dollar plan to bring Internet access to unwired markets. 

Fortune and Money launch own domains in spin-off from CNNMoney.com as Time Inc. leads exodus of New York media powerhouses moving to cheaper digs.

MORE BRAND NEWS

ARC Hospitality buys $1.9 billion of hotels from Goldman Sachs.

Carl’s Jr. parent blames US minimum pay for woes, releases latest titillating ad.

Channel 4 threatens to expose UK marketers on kid advertising.

EPA’s new rules will cut US carbon emissions 30 percent.

GM's pain may exceed that $35 million fine.Continue reading...

brands under fire

Unpacking the Impact of the NBA's "We Are One" LA Clippers Content Strategy

Posted by Jeremy Shapero on May 5, 2014 06:43 PM

On April 25, 2014, the spotlight shifted from a historic first round of the NBA playoffs when TMZ released a recording that exposed the bigoted and hateful beliefs of longstanding LA Clippers owner, Donald Sterling. The NBA, consistently viewed as one of the most progressive among the major professional sports leagues, was now teetering on the brink of a brand disaster.

As noted here, the league complemented decisive action with a compelling content strategy to quickly control the situation. This strategy began with a press conference by Commissioner Adam Silver and was followed by a revamped Los Angeles Clippers homepage—a black screen with a simple message, “We Are One.”

The message and its accompanying visual identity was quickly rolled out across the league on social media channels. That night, throughout the three playoff games, the NBA ran a powerful 30 second spot featuring understated visuals of teamwork on the court complementing a succinct but sharp extension of the “We Are One” message. Now there are even official t-shirts, in partnership with adidas, to help spread the message and support anti-discrimination and tolerance organizations.

The NBA’s response was applauded by prominent figures, sponsors (not just adidas, but also Kia Motors and Kumho Tires), and organizations inside and outside the league. A representative for Kumho told The Oregonian, "Our confidence is even stronger going into a three-year sponsorship seeing how they handled such a serious and negative situation as racism. It shows us that we have a sound partner in the NBA that makes strong decisions even in the face of adversity." (Another brand, Skechers, is reportedly considering buying a stake in the team.)

But to gauge the effectiveness of this content strategy with the general public, it is critical to examine the conversation around the controversy across social channels.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
LanamrqLanmarq
Highlighting the Present—and Future—of Branding in Latin America and Iberia

Advertisements