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viral buzz

Giddy Up for Some Psy Gangnam Style Branding

Posted by Abe Sauer on September 14, 2012 12:21 PM

Just watching the video for Korean artist Psy's "Oppa Gangnam Style" is not going to cut it — you have to learn the dance and post your version online. That's helped the K-Pop video — with its catchy, pony-riding, wrist-crossing, hip-dangling dance — become a major global phenomenon.

The original video is now clocking in over 166 million views on YouTube, and has sparked hundreds, if not thousands, of Gangnam Style parodies and giving the cottage industry in Carly Rae Jepsen's "Call Me Maybe" spoofs a run for the money.

Now, marketers are starting to take notice. In what might be the first instance of product placement in a Gangnam parody, Thai airline Nok Air has popped up in local spoof "Kamnam Style."Continue reading...

sip on this

Big Soda Vows to Fight Bloomberg's NYC Big Soda Ban

Posted by Dale Buss on September 13, 2012 06:06 PM

To no one's surprise, the New York City Board of Health approved on Thursday a ban on the sale of large sodas and other sugary drinks at restaurants, street cars and movie theaters. It was the first restriction of its kind and scale in the country.

It also surprised no one that Mayor Michael Bloomberg, the spiritual father and political force behind the ban, quickly hailed the enactment of his brainchild. "NYC's sugary drink policy is the single biggest step any gov't has taken to curb obesity," he stated. "It will help save lives." The Mayor's Office also released statements of support, along with the news that the new Barclays Center will comply.

The measure will take effect in six months unless the American soft-drink industry manages to get some judge to overturn it. Of course, there's always the possibility that popular sentiment could turn heavily against the ban and result in political pressure that would cause its reversal. But no one is betting on that.

"This is not the end," Eliot Hoff, a spokesman for New Yorkers for Beverage Choices, an industry-financed group opposed to the ban, commented in a statement to the New York Times. "We are exploring legal options, and all other avenues available to us." The coalition's chairwoman, Liz Berman, also released a video statement reiterating that stance.Continue reading...

sip on this

Dew Process: PepsiCo Stunt Takes a Pop at Bloomberg's NYC Soda Ban

Posted by Mark J. Miller on September 13, 2012 10:55 AM

In the 1920s and early ‘30s of New York, as Prohibition ruled the land, folks didn’t have to go without a drink. There were speakeasies aplenty back on those days that would be happy to quench your thirst as long as you didn’t mind needing to remember the password, being ready to dump your liquor at the drop of a hat, and having a few extra bucks to help pay off any police that happened by the place.

The folks at Mountain Dew seem to think that New York City Mayor Michael Bloomberg is about to return the Big Apple to those long-gone days if his suggested bill — which could be passed today — winds up restricting consumers from buying sodas that are bigger than 16 ounces goes through. Some call it a gamble; Bloomberg says he’s looking out for the long-term health of his city’s dwellers and visitors.

The whole thing has got Mountain Dew execs and indeed the entire beverage industry agitated — and not because of the caffeine in their beverages, either. The PepsiCo-owned soda brand has teamed up with "cultural production" studio New York Art Department to plaster ads around New York City that say “Prohibition” and feature a 17 ounce, vintage can of Mountain Dew (long before it was abbreviated to Mtn. Dew). To drive the message home, a smaller message quips: “Also available in legal sizes!” 

On a more serious note, New Yorkers for Beverage Choices, an industry coalition backed by the American Beverage Association, says more than 250,000 New Yorkers have signed a petition. While small business and industry lobbying has failed to sway New York City’s Board of Health, which appears poised to pass the ban on Big Soda (update: it passed), you can be sure Bloomberg's public health watchdog is unhappy with another move Mountain Dew has made as well.Continue reading...

viral buzz

Pepsi Max Takes Uncle Drew Viral Video to TV and the NBA Finals

Posted by Dale Buss on June 14, 2012 05:53 PM

Pepsi appears to be maxing out with a clever five-minute YouTube video sensation that has been re-cut into a 30-second commercial this week on the hottest ticket on television: the NBA Finals.

The original video (produced by Omnicom branded entertainment agency Davie Brown Entertainment) depicts what seems to be an aged gym rat named "Uncle Drew" who wows a pickup basketball game with crossover dribbles, slam dunks and other exploits unheard-of for such a grizzled veteran. And it turns out, in a sort of Candid Camera moment, that Uncle Drew of course isn't who he seems to be. He's NBA Rookie of the Year and Cleveland Cavaliers breakout star Kyrie Irving.Continue reading...

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...

viral marketing

Cheeky Dollar Shave Club Nicks Rivals

Posted by Sheila Shayon on April 16, 2012 09:58 AM

Cheeky start-up Dollar Shave Club has the $13 billion shaving industry on edge as its commercial featuring founder, CEO and improv actor Michael Dubin has gone viral— it's at 4.2 million views and counting—thanks in part to the brand’s cheeky motto, “Our Blades Are F***ing Great.”

The Santa Monica, CA-based e-commerce start-up, just a few weeks old, had 12,000 people sign-up in the first 48 hours for its razors and blades sold in an arrestingly simple way: select one of three razors, pay one low monthly fee, and have them delivered to your door. Continue reading...

kidding around

April Fool's Brand Pranks: Google, YouTube, Virgin, Honda, Sony, Toshiba & more [Updated]

Posted by Shirley Brady on April 1, 2012 12:01 PM

In a bid to outdo last year's April Fool's Day jokes, a few April Foolin' Around branded fake gags today include:

• Richard Branson's next adventure, Virgin Volcanic, will take the intrepid billionaire to the center of the earth with Tom Hanks;

• in addition to really advanced search and Google TV Click, perennial prankster Google brings its self-driving car to NASCAR racing (above) and, below, announces Morse Code-based Gmail Tap (double your typing speed!) with LL Cool J, plus 8-bit Google Maps for the neglected Nintendo Entertainment System, and more:Continue reading...

auto motive

Mercedes-Benz Almost-Invisible Concept Car Kicks Off World Tour

Posted by Shirley Brady on March 5, 2012 01:01 PM

Last year Mercedes-Benz took its F-cell vehicle on a tour across China, but it wasn't until the German luxury automaker put LEDs on the side of its F-Cell concept vehicle produces zero emissions to create an almost-invisible car and sent it on a tour of Germany that it garnered attention.

The stunt is part of the F-Cell World Drive, which kicked off January 30th in Stuttgart, Germany and will take three of the cars around 30,000 kilometres across four continents and 14 countries in 125 days.Continue reading...

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