Posted by Dale Buss on September 6, 2013 07:05 PM
It's another NFL season, meaning there's another cast of muscle-bound marketing idols attempting to cash in on their athletic achievements in what can be short careers.
Some of the players that brands are featuring most this year have been on the rise for awhile. Clay Matthews, for example, the highest-paid linebacker in the game for the Green Bay Packers, is the new "Mama's Boy" for Campbell's Chunky soup in the latest rendition of a campaign that is entering its 16th year. It's always what the brand described in a release as "a tough and focused competitor on the field, who becomes a Mama's Boy off the field."
Eli Manning doesn't quite have the true acting chops of his older brother, Denver Broncos Quarterback Peyton Manning, but the New York Giants signal caller keeps managing to roll up more endorsement traffic. This season, for example, he's continuing his promotional partnership with Dunkin' Donuts. It includes a sweepstakes in which customers get a chance to join Manning at a training center this fall.Continue reading...
Posted by Mark J. Miller on September 4, 2013 02:38 PM
It’s been more than 40 years since Big Tobacco aired a commercial on television, but they're back with their billions to convince consumers to try a confounding new product: e-cigarettes.
But the industry's answer to public smoking bans may not have that long to sell themselves on televison. USA Today reports that the US government is making moves towards regulating the devices, which are purported to be a better alternative to regular cigarettes.
The battery-powered devices made to resemble real cigarettes use nicotine but don’t create smoke or ashes that can be offensive to others. The devices are predicted to bring in $1.7 billion in revenue this year and at least $10 billion by the end of 2017.Continue reading...
Posted by Abe Sauer on February 20, 2013 10:29 AM
When Gold Medal skier Lindsey Vonn's uplifting Facebook post from rehab carried the Instagram/Twitter hashtag #givesyouwings, it was just the latest example of how injury has become another opportunity for athlete spokespeople to service their brands.
Vonn posted the positive message alongside a picture of herself working out her abs as she is recovering from knee surgery after a brutal injury. The picture included her Red Bull water bottle. (She later tweeted a graphic picture of her post-op knee).
Yes, Red Bull is a Lindsey Vonn sponsor, but the fact that the four-time World Cup champion might not strap on skis for another six to eight months isn't stopping her endorsement duties. In fact, as many brands are learning, there may be as much to gain from a sponsor's thrill of victory as there is from his or her agony of defeat.Continue reading...
Posted by Mark J. Miller on February 15, 2013 01:53 PM
Oscar Pistorius was a man once known for being the fastest double-leg amputee on the planet. Now that the so-called Blade Runner has been charged with murder for the shooting death of his model girlfriend Reeva Steenkamp early Valentine’s Day morning, his sponsors, who pay out about $2 million to Pistorius annually, are moving just as quickly as Pistorius to figure out how to deal with the sudden PR nightmare.
Nike’s attachment to Pistorius was compounded by the fact that an ad featuring the Olympian used the tagline, “I’m the bullet in the chamber.” It was pulled from Pistorius’s website on Thursday, Ad Age reports. The victim's tweets before her murder also created a social media nightmare for anyone or any company attached to the paralympic athlete.
"Nike extends its deepest sympathy and condolences to all families concerned following this tragic incident," his sponsor said in a statement. "As it is a police matter, Nike will not comment further at this time." Two other sponsors, Oakley and BP Global, both used the word “shocked” in their statements on the issue. Thierry Mugler fragrances had nothing to say other than it was waiting to see what happens with the investigation.
British Telecom, better known as BT, also went the “appalled” route with its statement: "Our thoughts are with all those affected by this tragedy. Given the ongoing legal proceedings, it would be inappropriate for us to comment further."Continue reading...
Posted by Sheila Shayon on February 5, 2013 07:06 PM
What does PepsiCo believe in even more than Beyonce? The answer might be crowdsourcing.
Sunday's Super Bowl halftime show served as the main kickoff to its huge investment in the globally popular entertainer with a concert that some felt usurped the game itself. But the walkup to her much-anticipated performance used a highly populist approach that underscored PepsiCo-Frito Lay's faith in the crowd as much as any pop star.
The bulk of the ad, produced by NYC-based Mekanism, featured a lightning-fast succession of Pepsi enthusiasts culled from more than 120,000 photos submitted to the brand via New York-based Olapic and Crowdtwist. Olapic collected and curated the pictures while CrowdTwist rewarded uploads through a point-based platform. Mekanism, as TIME puts it, took that material in a bid to manufacture "viral on demand" for the Pepsi brand.Continue reading...
Posted by Sheila Shayon on January 25, 2013 04:21 PM
This year’s Sundance Film Festival
ends Sunday — but for the powerful Creative Artists Agency, it may not be soon enough.
Amid a crowded slate of brand activities in Park City, Utah, CAA threw a party that the venerable film festival will not likely soon forget, featuring
“lingerie-clad women pretending to snort prop cocaine, erotic dancers outfitted with sex toys and an "Alice in Wonderland" look-alike performing a simulated sex act on a man in a rabbit costume,” the Los Angeles Times
"I said to my agent, 'Is this how you want to brand yourself? Pole dancers? Really?'" Oscar-nominated writer-director Naomi Foner, who was at the festival with the film "Very Good Girls," told the newspaper. Continue reading...
Posted by Mark J. Miller on January 12, 2013 10:31 AM
During both of President Obama's election bids, supporters received emails every few days asking for donations to help the cause, even it was just a couple of bucks. And in the wake of his initial victory, donors gladly gave more to help fund his inauguration. Obama capped personal donations at $50,000, however, and no corporate donations were allowed.
Monday's inauguration was quite a different story, with corporations throwing in a reported total of $50 million to make it all happen after an election campaign that cost more than $1 billion. (Lobbyists and political action committees remained excluded from the inaugural funding process.)
As a result, Washingtonians saw visitors wandering around the city with bags sporting the inaugural seal on one side and the AT&T logo on the other. AT&T forked over a good deal of money to be an official sponsor, even though the company's political wing gave $5,000 to the Romney campaign and company chairman Randall Stephenson gave $30,000 to the Republican National Committee last year.
Other corporations that donated to the inauguration included Southern Company, United Therapeutics, Centene Corp., Financial Innovations, Inc., Genentech, Microsoft, and Stream Line Circle, LLC, Politico reported.Continue reading...
Posted by Dale Buss on January 10, 2013 11:12 AM
General Motors is sticking with its pledge not to advertise during this year's Super Bowl, interim CMO Alan Batey told brandchannel. But the automaker's VP of U.S. sales, service and global marketing declined to rule out an advertising kick-off of the Chevrolet brand's new tag line, "Find New Roads," during TV spots before or after the Big Game on February 3 on CBS.
And in the meantime, Batey and Chevrolet do have their own huge moment to share with the world: sponsorship of Sunday's football (as in soccer) match between the Manchester United team and Liverpool in the U.K., which Batey said would fetch a global TV audience that could be much larger than the worldwide draw for the Super Bowl.
"This platform is huge for us, and it's really only the beginning of our relationship" with Manchester United, Liverpool and the Barclays Premier League, Batey said. "It will be a huge part of creating awareness for Chevy around the world." And taking advantage of — as well as boosting — Chevy's increasingly global platform is one main reason for the new "Find New Roads" positioning, which is replacing the lackluster "Chevy Runs Deep."Continue reading...