social media watch
Posted by Sheila Shayon on July 6, 2012 10:17 AM
SimCity Social is now out of beta and live on Facebook, as a free-to-play version of the virtual city-building video game that spawned a Sim empire. "SimCity Social will entice a new generation of urban planners with its easy-to-use tools that allow anyone to expand and grow their own unique sprawling metropolises and watch as it comes to life in fun and unexpected ways," commented Jami Laes, VP of Global Studios for Playfish, which collaborated with Maxis to make it happen.Continue reading...
follow the money
Posted by Sheila Shayon on July 2, 2012 11:09 AM
Crocs is expanding the availability of its spongy footwear into the booming Indian market with a new tagline, “Walk in comfort, wear in style.” Asia is rapidly growing and may replace the U.S. as the largest market for the billion-dollar brand that is in almost 100 countries and posting a year-on-year sales increase of 40.5% in the first quarter.
Crocs entered India in 2007 through a franchising and licensing agreement, and the little shoe that could is now available in 13 cities across India through 26 exclusive stores (and one kiosk in Pune).
“The new brand campaign sends the message that Crocs can be worn every day, for every occasion,” says Florent Andre Bailly, Crocs VP for West Asia, India and Africa.
“We are constantly touching new consumers because many people still think that Crocs is a clog company, and when they find out the wide range of shoes which are comfortable yet stylish. This in itself is a whole new growth driver for the business.”Continue reading...
Posted by Abe Sauer on June 25, 2012 07:07 PM
For a series of Batman movies that takes itself so seriously, it's a surprise to see it right there so prominent as one of only five menu items on the official The Dark Knight Rises website: "Imported From Gotham City."
The Dark Knight Rises has a number of other official partners. There is Nokia (remember them?) and No Fear (remember them?) and Mountain Dew, which features at the core of its tie-in "Sad Batman." But none of these brands even get a mention on the film's official website, let alone being featured on the site navigation.
It seems that the heavyweight "Imported from Detroit" campaign, which debuted with Eminem at the 2011 Super Bowl and was reborn with Clint Eastwood at the 2012 Super Bowl, is now so ingrained in the American psyche that it's worth lampooning. But the first rule of auto product placement is "be serious." Be so, so serious.Continue reading...
Posted by Dale Buss on June 25, 2012 05:12 PM
Last year, Jiffy Lube gained more than 5 percentage points of market share in the franchised fast-lube business that it already led. And now the brand has launched its first national advertising campaign in 20 years to attempt to consolidate and build on its gains.
Under Jiffy Lube's new "Leave Worry Behind" tagline, a pair of TV spots (titled "Luge" and "Roller Derby" with tongue-in-cheek timing to the Olympics) debuted on June 11th. They depict predatory mechanics who "are just determined to find something to repair" on your car — even if repair isn't required. Many car owners can identify with that sentiment. Jiffy Lube is depicted as their refuge. "We don't fix vehicles," the voiceover says. "We help keep them running right."Continue reading...
Posted by Dale Buss on June 22, 2012 06:06 PM
Every automaker, like many politicians, wants to earn the favor of more of the burgeoning population of U.S. Hispanics. So when Ford got an unexpected opportunity to strike a blow in that regard, it took the chance — and created a moment, just as Nike struck when the Heat was hot. TV viewers of NBA Finals on ABC, between the Miami Heat and Oklahoma City Thunder, may have noticed that, during the last two games, the network ran a 30-second Ford spot for the new 2013 Escape utility vehicle — in Spanish, with English subtitles.
Network ad execs had noticed the huge penetration of Spanish-speaking viewers watching the first two games of the Finals, about one-sixth of the total audience — mainly concentrated in the Miami area. So they asked Ford if the brand wanted to take advantage of the exposure to a Hispanic audience in a mainstream, DVR-proof, primetime broadcast. Ford clearly viewed it as a coup and made a move that also seemed sort of unprecedented.
"They told us it was the highest penetration they were ever seeing of Hispanic viewership of a [non-soccer] sporting event in the U.S.," Matt VanDyke, Ford's director of U.S. marketing communications, told brandchannel. ABC and ESPN, he added, "were interested in testing and learning and observing how the audience would respond to in-language Spanish advertising and asked if we wanted to test and learn with them."Continue reading...
Posted by Shirley Brady on June 21, 2012 01:01 PM
Chrysler's latest TV commercial "Imported From Gotham City" riffs on its "Imported From Detroit" tagline and cross-promotes the Chrysler 300 with Batman: The Dark Knight Rises ahead of the movie's theatrical release on July 20th. Click here for details on the partnership, including a contest inviting fans to the movie's New York City premiere.
Posted by Dale Buss on June 18, 2012 12:52 PM
Chrysler is still a brand that seems to be comfortable with a dark and brooding urban presence, as exemplified in its "Imported From Detroit" campaign. But increasingly, the city it's representing isn't just Detroit. And now it's Gotham City — as in the New York of fables in the Batman comic-book and movie series.
For the July 20th release of The Dark Knight Rises, the final piece of the Warner Bros. prequel trilogy, Chrysler has launched an "Imported from Gotham City" contest that allows fans to help create an original co-branded TV spot featuring Chrysler and Batman.
The Dark Knight Rises Director/Producer/Writer Christopher Nolan will select the winning ad, which will debut on TV to help promote the release of the film, and welcome the winner to the red carpet at the movie's NYC premiere.Continue reading...
brand and bottle
Posted by Barry Silverstein on June 8, 2012 04:55 PM
The Mondavi family name is synonymous with fine wine from California's Napa Valley. Interestingly enough, however, a family feud resulted in the odd fact that, today, there are two Mondavi wineries (Robert Mondavi and CK Mondavi, which is owned by the Peter Mondavi family) in existence.
Robert had a falling out with brother Peter and ended up starting Robert Mondavi in 1966, breaking away from the original Mondavi winery founded in 1943, when Cesare and Rosa Mondavi purchased the Charles Krug Winery (hense "CK" Mondavi). (For more on the Mondavi family's reach in the wine world, check out the award-winning Mondovino documentary.)
It is CK Mondavi, though, that has apparently been struck by divine inspiration. The winery just announced its first new brand in over half a century, a collection of super premium wines called "Marc Mondavi's The Divining Rod," accompanied by the unusual tagline, "More than natural, supernatural."Continue reading...