Posted by Abe Sauer on March 26, 2013 11:24 AM
At 30 million views, does it matter if it's real? Pepsi MAX's branded viral hit "Test Drive" is set to pass the 30 million mark on YouTube and the brand is beginning to roll out edited versions of the video for TV that will drive back to the longer original online. But at 30 million views, how many who would want to see a disguised Jeff Gordon take a used car salesman for a spin haven't yet seen it?
"Test Drive"—created by the TBWA\Chiat\Day LA agency—is Pepsi MAX's second branded viral to surpass 20 million views on YouTube. Two of the brands other videos are well over 10 million combined—an astonishing record of branded content success. branchannel spoke with the brand and the creator behind Pepsi's other viral hit, Uncle Drew, about branded content and their (secret) next project.Continue reading...
tech in the spotlight
Posted by Shirley Brady on December 10, 2012 04:29 PM
Cisco wants to be more than the largest manufacturer of computer networking equipment. It wants to guide customers through the myriad possibilities of the Internet of Everything, a phrase it's co-opting in service of its new brand positioning.
The tech brand has shut down its six-year-old tagline, "The Human Network." Its new tagline, unveiled today in a $100 million campaign — "Tomorrow Starts Here," a phrase you'll find, fittingly, all over the Internet and beyond: on its homepage and on social media as a promoted hashtag on Twitter, on its Facebook page, in a new TV campaign, in an infographic, in a series of blog posts, and in a new print campaign that comes to life via augmented reality and Cisco's mobile app.
The brand's chief marketing officer, Blair Christie, told TheStreet.com that it's more than just a campaign and new tagline.Continue reading...
Posted by Sheila Shayon on June 19, 2012 05:09 PM
At the Cannes Lions "festival of creativity" (advertising, and marketing) in France this week, Facebook and Twitter are jousting for the spotlight. With festival attendance at an all-time high, up from 9,000 delegates in 2011 to almost 11,000 this year, the exposure to marketers and creatives makes it well worth elbowing the rosé-imbibing crowds on the Croisette.
Twitter, which has been promoting the #CannesLions hashtag on a special page, hoisted its newly spiffed up blue bird logo at the entrance to the Palais de Festivals welcoming attendees and none too subtly reminding them to keep tweeting.
Cofounder Jack Dorsey, at Cannes for the first time, tweeted the photo at top. He will receive the Cannes Lions “media person of the year” award (previously bestowed on Facebook's Mark Zuckerberg, Google's Eric Schmidt and Microsoft's Steve Ballmer), while Twitter CEO Dick Costolo is set to give the keynote on Wednesday.Continue reading...
Posted by Dale Buss on June 14, 2012 05:53 PM
Pepsi appears to be maxing out with a clever five-minute YouTube video sensation that has been re-cut into a 30-second commercial this week on the hottest ticket on television: the NBA Finals.
The original video (produced by Omnicom branded entertainment agency Davie Brown Entertainment) depicts what seems to be an aged gym rat named "Uncle Drew" who wows a pickup basketball game with crossover dribbles, slam dunks and other exploits unheard-of for such a grizzled veteran. And it turns out, in a sort of Candid Camera moment, that Uncle Drew of course isn't who he seems to be. He's NBA Rookie of the Year and Cleveland Cavaliers breakout star Kyrie Irving.Continue reading...
social media watch
Posted by Sheila Shayon on June 12, 2012 02:44 PM
Web analysis firm comScore and Facebook have released their second, highly anticipated report, The Power of Like 2: How Social Marketing Works. Their top-line conclusion: exposure to earned media and paid ads on Facebook drives “behavioral lifts in purchase behavior.”
The study comes at a crucial time fo Facebook, which needs to boost its ad business to dispel the post-IPO naysayers. Despite comScore's research indicating that ads really do work on Facebook, prompting Ford to increase its Facebook ad spending with a pre-Father's Day campaign, the fall-out from GM's decision to stop Facebook advertising because they're not convinced it's effective continues to roil the marketing waters.
“While marketers understand the importance of a channel that now accounts for one in every seven minutes spent online, many are challenged to quantify its effectiveness,” commented Andrew Lipsman, comScore VP of Industry Analysis, about the new study.Continue reading...
sip on this
Posted by Mark J. Miller on May 7, 2012 03:03 PM
When chemist Richard Ritchie concocted the original recipe for Pepsi back in 1931, the company was then known as Loft Candy Company. In time, Pepsi split off from Loft and Ritchie went along with them. His heirs are saying, though, that the beverage giant never took ownership of the recipe.
Reuters reports that Ritchie’s heirs filed suit on Friday for the legal right to share his documents “with historians, collectors and film producers.” Ritchie's daughter, Joan Ritchie Silleck; his son, Robert Ritchie; and the estate of Ritchie's late son, Richard, said in their suit they want to "tell their father's extraordinary life story without interference or the threat of litigation" from Pepsi.Continue reading...
Posted by Shirley Brady on May 7, 2012 11:34 AM
Pepsi today debuts "Now in the Moment," the beverage giant's new commercial starring Nicki Minaj, as part of its global "Live for Now" campaign. Check out the 60-second and 90-second extended versions below, with more on the brand's biggest global campaign to date, a team effort by the Omnicom network of agencies.Continue reading...
Posted by Dale Buss on April 30, 2012 12:05 PM
Pepsi's biggest bid to re-assume brand and cultural relevance begins this week under the rallying cry and new global tagline of "Live for Now." PepsiCo is looking to this new pop-culture-based campaign to deliver on executives' promise to reignite growth in the company's flagship beverage brand.
Songstress Nicki Minaj will be the initial poster child for the campaign, which will get going with a homepage takeover of Yahoo.com on Wednesday by Pepsi, which will cross-promote Pepsi Pulse, as Pepsi's website is branded, reflecting the interactive hub that will serve as the social-media nexus for Pepsi's campaign.Continue reading...