sports in the spotlight
Posted by Dale Buss on September 5, 2012 05:02 PM
Are you ready for some football? Big brands surely are. The National Football League may be a marketing and TV-programing juggernaut, but it is carrying more weight for more major brands than ever.
Take auto advertisers, for instance. Despite football telecasts that already were slated to be crowded with other car brands, Audi decided to use tonight's kickoff game between the New York Giants and Dallas Cowboys for the marketing launch of its crucial new 2013 S Models. These performance nameplates (S6, S7 and S8) and the "S" brand are fundamental for Audi to move to the next phase of its positioning in the U.S. market, as a provider of exciting, luxurious and well-designed automobiles.
And so the NFL gets the call tonight to host the first Audi ad under its new tagline, "Heighten Every Moment," featuring the Audi S8. The 60-second spot (watch it above) will run in the first break after kickoff. Audi also announced that it will appear in the Super Bowl game in February, its sixth consecutive advertising appearance in the big game.Continue reading...
Posted by Dale Buss on August 3, 2012 08:59 AM
P&G sees results boosted by sale of snacks division as its Tide brand turns to Betty White for advertising help.
Sony attributes weak financials to PlayStation sales slump.
Chick-fil-A braces for GLAAD's Friday "kiss-in" protest.
ABC and Good Morning America finally overtake NBC and The Today Show in key demographic.
ADM profits slide on higher corn costs.
Amtrak losses examined by Congress.
Apple requests sanction for Samsung as court battle heats up.
AT&T to acquire NextWave Wireless.
Beyonce plans to direct and star in film about her life.Continue reading...
Posted by Dale Buss on July 27, 2012 03:56 PM
Procter & Gamble had a good thing going with its mom-focused global campaign heading into the London Summer Olympics, and so like the world-class marketers they are, the company is trying to extend the string of positive impressions throughout the Games.
To that end, P&G CEO Bob McDonald and Global Brand Building Officer Marc Pritchard joined the mothers of several Olympic athletes and other P&G executives to virtually "ring" the opening bell of the New York Stock Exchange "remotely" — from the P&G Family Home pavilion in London.Continue reading...
Posted by Mark J. Miller on June 12, 2012 02:06 PM
With such brands as Tide, Charmin, and Bounty in its massive brand family of consumer packaged goods, Procter & Gamble has long focused its marketing push toward the mothers of the world. Even now, in a world where the stay-at-home-dad population is growing and U.S. women are heading toward out-earning their husbands, P&G still pays tribute to mom in much of its marketing.
Its current global campaign, called "Thank You Mom," celebrates the mothers of Olympic athletes, and P&G will take some of those women to the Games in London this summer. While we can all agree that moms rock, P&G is smartly taking a break so it can focus on dads, even for a bit. With Father’s Day coming up this weekend, P&G’s Gillette brand launched dad-centric TV ads during the England-France Euro 2012 tie game on Monday.
Gillette's pre-Father's Day U.S. campaign pitch for the spot at top:
Gillette is searching for the greatest fatherly advice ever. Visit us on Facebook, or use #HeresToDad on Twitter between June 7 and 17 to share your dad's words of wisdom. This commercial celebrates Dads everywhere, by recognizing the man behind the athlete...the man behind all of us. "Here's to Dad. The Best a Man Can Get."Continue reading...
Posted by Shirley Brady on June 5, 2012 04:38 PM
How's this for meta-marketing: A recent column in The Onion was titled: "Hey, Everybody! This Cool New Tide Detergent Video Is Blowing Up All Over The Internet!" The author was one "Fred Hammond, director of digital video and social media ad integration, Tide detergent." The Onion piece refers to a (fake) viral clip by (fake) Hammond's (fake) team — so Tide went ahead and made the real video, featuring "cute, funny talking animals, a cool indie-rock song" and Bret Michaels.Continue reading...
Posted by Shirley Brady on May 28, 2012 08:59 AM
BlackBerry-maker RIM plans to slash staff.
P&G will change candy-resembling Tide Pods on child safety concerns.
Formula One wins court challenge overturning 'F1' trademark.
Amazon will sell pre-paid wireless service in Japan.
Apple applies for patents on advanced stylus.
Two years after BP oil spill, tourists return to US Gulf.
Cisco pulls the plug on its Cius tablet.
ExxonMobil to vote on gay protections.
Facebook is reportedly developing a smartphone (with ex-Apple engineers).Continue reading...
sports in the spotlight
Posted by Dale Buss on April 26, 2012 05:04 PM
Are you ready for some football? Tonight the NFL draft begins, on ESPN, seasonally ushering in the source of America's most popular TV programming — and one of its biggest branding vehicles —back into the cultural discourse.
As we noted earlier, Nike is running with its "Fast is Faster" campaign touting its new NFL uniforms during the 2012 draft. PepsiCo's Quaker Oats brand also kicked off its new status as the "Official Hot Cereal Sponsor" of the NFL yesterday with a Play 60 Youth Football Festival that starred Andrew Luck, the fortuitously-named Stanford University quarterback who is the presumptive No. 1 choice in tonight's draft.
And Google, not missing a chance to promote its social networking platform, is inviting fans to join the top two draft picks (Luck and Robert Griffin III) virtually via Google+ hangouts. Continue reading...
Posted by Mark J. Miller on April 20, 2012 03:59 PM
The last Summer Olympics were in 2008. That’s seven katrillion years in technology years. Much has changed since then and marketers are planning to put extra emphasis on an area that has grown exponentially in the last four human years: social media.
Brand marketers are particularly interested in using Facebook to boost their brands this summer. After all, you fish where the fish are — and Facebook had 794 million people visiting it each month of last year, spending an average (per comScore) of six hours per visit.Continue reading...