2014 Brandcameo Product Placement Awards

branded entertainment

Tide Makes Real Video Per Fake Onion Column About Fake Tide Video

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...

brand news

In the News: BlackBerry, Tide Pods, Formula One and more

Posted by Shirley Brady on May 28, 2012 08:59 AM

In the News

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

Brands Catch NFL Draft Fever

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+ hangoutsContinue reading...

social marketing

London 2012 Watch: Marketers Look to Facebook for Olympic Gold

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...

branded entertainment

Ford's "Escape Routes" on NBC Brings Social TV to Branded Entertainment

Posted by Dale Buss on April 4, 2012 01:01 PM

Because it owned the house, it was predictable that Ford's new reality-TV show on NBC, Escape Routes, would find every angle to tout the automaker's new 2013 Ford Escape — the namesake inspiration for the show. And it did.

But what viewers of the first installment of the show might not have expected was to see a number of other blue-chip brands — including McDonald's, J.C. Penney, several Procter & Gamble marques, even Ford rival Volkswagen — go along for the ride.

The six-week Escape Routes series, which debuted on March 31st, is the latest way for Ford to push the envelope with new-era marketing formats, where it has demonstrated industry leadership.

And while the first installment was hardly Emmy-worthy appointment viewing, Ford executives tell brandchannel they're pleased with the social TV meets branded entertainment experiment.Continue reading...

campaign tactics

Method's Method: Push Personality Over Product

Posted by Barry Silverstein on March 14, 2012 01:01 PM

For decades, Procter & Gamble has been pitching laundry detergents, promoting a dizzying array of different brands that all basically do the same thing — get clothes clean. Typically, detergent advertising concentrates on the features of the product and the benefits the consumer derives from using it.

So how does a niche detergent brand break through, especially when it doesn't have the luxury of the ginormous promotional budgets of a Procter & Gamble? For Method, the answer is simple: Be quirky.

Method, a pioneer in earth-friendly detergents and cleaning products, has fought against the Tides of the world since its founding 12 years ago. But it is only in recent years that the brand has faced its toughest competition.Continue reading...

brand news

In the News: iPad HD, Limbaugh, Netflix and more

Posted by Dale Buss on March 7, 2012 09:03 AM

In the News

Amazon's original programming plans draws speculation.

Apple prepares for iPad (HD?) reveal frenzy today while new device also could be boon for Verizon Wireless; and company receives key patent for iWallet.

Arby's uses holistic approach to social media to boost Klout score.

Bank of America is bullish on girl power.

Bentley's 'ugly' SUV the talk of the Geneva Motor Show.

Boeing forms alliance with Chinese jet maker.

Carbonite sees stock price drop after withdrawing advertising from Rush Limbaugh, as radio host sees 30+ advertisers leave, including Netflix.

Chevron faces criticism after gas-rig fire off Nigeria.

Cosmopolitan reaches 100K paid digital subscriptions.Continue reading...

brand news

In the News: Volt, Oreo, Starbucks and more

Posted by Dale Buss on March 6, 2012 09:04 AM

In the News

Apple stock price looms large as iPad 3 (aka iPad HD) debut nears, and the company is sued by a firm that has a patent deal with Microsoft.

Boston Beer expands beyond Sam Adams.

BT and TalkTalk lose case against UK's anti-piracy legislation.

Chevy Volt woes may take solace from Toyota Prius.

Dunkin' Donuts brings pork doughnuts and LeBron James to China.

GM and Peugeot cement alliance.

Geneva International Auto Show opens amid slump in European car sales as Volkswagen shows off a Bentley concept SUV.

Jack Daniels opens "drinking school" with Zac Brown Band.Continue reading...

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