sip on this

Starbucks Launches Global Brand Campaign Filmed in 28 Countries

Posted by Sheila Shayon on September 29, 2014 10:23 AM

Today is National Coffee Day in the US, an almost redundant moniker in a country that runs on java—and the perfect timing for Starbucks to launch its first global brand campaign, “Meet me at Starbucks.”

Centered around an interactive short documentary on its YouTube channel, the branding campaign shows what happens when coffee lovers turn off their phones and tablets and connect in real-time, offline and in-store.Continue reading...

branded content

Branded Content Watch: BMW, Volvo, Nissan and more

Posted by Abe Sauer on September 26, 2014 01:04 PM

The Pitch: #BMWiCanDoThat for BMW

The Plot: BMW's Twitter account went berserk this week with Vines featuring BMW's i3 "doing that," including everything from "Can the #BMWi3 avoid this wrecking ball?" to "what happens when we attach spray paint to the back of a #BMWi3."

The Verdict: Move over yuppies, BMW is now the ride of hipster Millennials. And speaking of hipster Millennials, BMW's "can do it" campaign is cannily like Honda Fit's new "can it fit" campaign. Meanwhile, don't fret for the yuppies. BMW has a different, much more expensive "i" vehicle just for them. Continue reading...

branded content

Branded Content Watch: Hornbach Goes Goth, Gucci Chases Kate and more

Posted by Abe Sauer on September 12, 2014 06:14 PM

This week in branded content, Hansel gets cracker crackin' as Nike and Reebok look back to look forward. Check out the latest branded videos from Gucci, Nescafe, Sunbeam and more after the jump.Continue reading...

branded content

Benefit Plumps Up Content Push to Connect With Wing Women Everywhere

Posted by Tori Miner on September 3, 2014 12:24 PM

Benefit Cosmetics certainly lives by the culminating line of its "Benefesto"—Laughter is the best cosmetic. From product naming (personal favorites include “Dr. Feelgood” complexion balm and “Stay don’t stray” eyeshadow primer) to pop-up experiences (such as Gabbi’s Head, a London pub just for women wanting to watch the World Cup), the full brand experience is fun, flirty and reflects a tongue-in-cheek tone crafted to keep you laughing as you’re looking good.

And when it comes to branded content, Benefit stays true to its core message while finding creative ways to connect with fans. Most recently, it released a music video parody of Montell Jordan’s ‘90s hit “This Is How We Do It” starring comedienne Anjelah Johnson in her MADtv-spawned character, Bon Qui Qui. Set in Las Vegas, the video oozes '90s nostalgia as it celebrates wing women getting glammed up for the ultimate ladies night.Continue reading...

digital advertising

Ahead of Alibaba IPO, Mayer Launches Yahoo Style in Digital Content Push

Posted by Sheila Shayon on September 3, 2014 11:16 AM

Yahoo Style, the latest digital publication out of Yahoo's content push, debuts today as a “sophisticated, fresh take on fashion for everyone, from enthusiasts to those who love it from the sidelines” complete with celebrity Jessica Biel on the cover.

The digital magazine is the next step in CEO Marissa Mayer's media-focused expansion that includes Yahoo Food, Yahoo Movies, Yahoo Tech and Yahoo Beauty that launched in June. Joe Zee, Editor in Chief of Yahoo Style, joined a few months ago with “a mission to create a digital magazine that was a study in contrasts— accessible but aspirational, insider but inclusive," he wrote in a blog post on the brand's Tumblr. "For me fashion is storytelling and Yahoo Style is what I hope will be the must-land destination for great and stylish storytelling.”  

The mobile-friendly platform is also a launchpad for Mayer's broader digital advertising strategy that she presented at Cannes Lions, with a hard focus on native advertising that seamlessly integrates ads and branded content for "advertising that is just as good, if not better, than the content around it," Mayer said.Continue reading...

branded content

Branded Content Watch: Malaysia Airlines, Electrolux, GE and more

Posted by Abe Sauer on August 29, 2014 06:58 PM

This week in branded content, Malaysia Airlines makes an appeal, Heineken tries to quiet the crowd, GE makes some music and more. Check out the latest branded videos from Electrolux and Perrier after the jump.Continue reading...

green shoots

Hold the Protest: Will Funny Greenpeace Ads Drive Amazon to #ClickClean?

Posted by Sheila Shayon on August 19, 2014 11:39 AM

Greenpeace’s latest campaign, #ClickClean, targets major tech players like Amazon and Twitter to source more of their energy from renewables such as solar, wind and hydro power.

Featuring musician/comedian Reggie Watts, Greenpeace launched ClickClean following its April report that showed which of the Internet’s biggest players are using dirty or clean energy. The activist group began addressing the cloud issue in 2012, challenging Apple, Microsoft and Amazon to power their data centers with renewable energy. Apple has since complied and is powering its iCloud with 100-percent renewable energy. Google, Facebook, Salesforce, Rackspace and Box also are taking actions to increase their green cred.

"We set out to develop a campaign that had humor at its core and that people would rally behind and share," said Mary Hanifin, executive producer from The VIA Agency that worked with Greenpeace, according to Fast Company. "Positive persuasion by numbers, you could say. Reggie’s unique brand of comedy, devoted following and ability to convey complex themes through humor made him a perfect fit."Continue reading...

green shoots

Al Gore Turns to Social Media to Recruit New Army of Climate Warriors

Posted by Sheila Shayon on August 18, 2014 03:47 PM

Founder of the "inconvenient truth," former US Vice President and staunch environmentalist Al Gore is continuing his climate crusade on social media. His latest campaign, “Why? Why Not?” targets young people between the ages of 13 and 21 and enrolls them as advocates of the climate change movement. 

Part of the larger Climate Reality Project, Gore turned to WPP, the world's largest communications services group, to launch the campaign.  

“Our aim is to frame the problem in a simple, personal way, and to convince people that we cannot leave this to future generations to solve,” WPP group planning director Jon Steel said, according to Adweek

As part of the campaign, young adults are asked to submit a video via Instagram or YouTube that poses a “Why?” or “Why not?” question about climate change for the upcoming U.N. Climate Summit on September 23. Six individuals will be chosen to fly to New York for the summit and ask their questions in person.Continue reading...

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