brand news

Brand News: adidas Steps Up for World Cup, Tyson Wins Hillshire and more

Posted by Shirley Brady on June 9, 2014 08:57 AM

TOP 5 STORIES

adidas partners with YouTube for The Dugout World Cup streaming channel, and leads FIFA sponsors calling for an inquiry into Qatar's bid. Above, its latest World Cup spot (with David Beckham, Lucas Moura, Zinedine Zidane and Gareth Bale), which has passed 9 million views since Friday.

Tyson Foods wins bidding for Hillshire Brands.

Amazon starts managing payments for third parties.

Barclays joins wearable tech revolution with contactless payment wristbands.

Gap Inc. becomes first US retailer in Myanmar with Old Navy and Banana Republic manufacturing.Continue reading...

World Cup Daily

World Cup Marketers and FIFA Aim to Bring Corporate Citizenship to Messaging

Posted by Mark J. Miller on June 6, 2014 07:15 PM

There will be a lot of hugging and tears along the way to the July 13 World Cup final in Rio, and not all of it will have to do with the games themselves.

As brands do everything they can to woo the world’s football fans, corporations are also leveraging the world’s largest sporting event for opportunities to showcase corporate citizenship. For example, Coca-Cola and FIFA teamed up to help Brazil’s visually disabled soccer team have their own moment with the trophy, an honor generally only allowed for victors and heads of state. The moment was turned into a mini-documentary, above, that Coke is now sharing with the world.

As Brazilians protest the expenditures its country is making to host the Cup rather than helping build the infrastructure and providing jobs, food, and housing, many corporations are trying to take a more inclusive and community-minded approach to their branding efforts.Continue reading...

sonic truth

Coca-Cola's World Cup Ad: How Sonic Branding Can Fuse Utility and Emotion

Posted by Craig Stout on June 6, 2014 04:32 PM

No one argues with music’s power to elicit an emotional response. Yet brands so often fail to use audio to emotionally connect with customers. And as the Internet of Things becomes a reality and machines need to communicate with their human counterparts, sonic branding is more important than ever. 

As a part of being the brand's FIFA World Cup sponsorship, Coke released the “Happy Beep” video, using the brand's iconic five-note audio mnemonic to turn everyday beeps of a Brazilian grocery store's checkout barcode scanner into a moment of surprise and delight. It’s difficult not to smile as the familiar Coke musical notes, which also played a role in its 2010 World Cup campaign, materialize.

But sonic branding goes beyond audio equivalent of visual logos and advertising. It’s not just the NBC chimes, Justin Timberlake’s  “I’m Lovin' It” jingle for McDonald's, or the MGM lion’s roar. It is about managing the ecosystem of sonic elements that a brand has at its disposal—which is only going to increase as everything gets connected. These sonic elements can make experiences more intuitive, navigable and aid awareness of a brand’s presence. To see something, we need to be looking where as we don’t need to be actively listening to hear.Continue reading...

branded entertainment

Branded Content Watch: World Cup Fever Takes an Entertaining Turn

Posted by Abe Sauer on June 6, 2014 02:02 PM

Samsung's Galaxy of 54 Million Views: As World Cup fever reigns, kudos to FIFA sponsor Samsung for its breakout hit video, #GALAXY11: The Training. The short film, which features footballers Leo Messi, Cristiano Ronaldo, Wayne Rooney, Landon Donovan and Iker Casillas playing soccer in the world of Tron against early prototypes of Star Wars' droid army (we think), is already closing in on 54 million views in just a two weeks. And will Samsung-sponsored Team England use their new Galaxy phones to recreate the brand's Oscar selfie success? Stay tuned...Continue reading...

brand news

Brand News: Beats, BP, Vodafone and more

Posted by Shirley Brady on June 6, 2014 09:15 AM

TOP 5 STORIES

Apple’s iPhone tops America’s most profitable products as iWatch rumored for October and brand woos Chinese developers.

Beats gets kudos for global World Cup campaign, above.

BP, still under fire for Gulf of Mexico oil spill, launches UK charm offensive.

GM “switch from hell” saga detailed by the Washington Post.

Vodafone admits global phone tapping and surveillance.

MORE BRAND NEWS

Beastie Boys awarded $1.7 million in copyright case vs. Monster Energy.

CVS aims to kick tobacco habit by October.

Dove sketches campaign wins Grand Effie.

Facebook explains why organic reach is dropping; faces tighter EU privacy with peers.

Google passes Microsoft in US browser market share; releases 3D mobile tablet prototype.Continue reading...

World Cup Daily

In Marketing Race to the World Cup, Brands Turn Focus on Culture

Posted by Mark J. Miller on June 5, 2014 04:11 PM

The World Cup starts next week, but the amount of advertising related to it is already overwhelming. Marketers have piled on to this World Cup more than any World Cup in the past, the New York Times reports, thanks to the expanding Hispanic population in the US, the ability to reach more consumers with social media and better technology, and the growing love for event TV that viewers actually watch as it happens rather than later, when they can skip through the ads.  

“World Cup soccer has the power to be the most talked about subject in social media, ever,” commented Gail Horwood, VP for worldwide digital strategy at Listerine’s parent company, Johnson & Johnson, to the Times. “We’re going to tell the story of the matches through the mouths of the fans using two 24-hour newsrooms, in New York and London, with support on the ground in Brazil.”

Another sign that this World Cup has entered into a new realm for marketers, the Times notes, is how, like at the Olympics or Super Bowl, official sponsors are being "dogged by rivals also seeking to ride the World Cup’s coattails" as so-called ambush marketing gets more sophisticated (and digital). So more than ever this World Cup, FIFA partners such as Coke and adidas are seeing a lot of marketing pushback from rivals Pepsi and Nike.Continue reading...

World Cup Daily

Nike Leads Brand Marketers Kicking Up World Cup Fever on the Web

Posted by Mark J. Miller on June 4, 2014 02:44 PM

The vast majority of football fans around the globe will be watching World Cup games on TV, whether that's in a pub, in a city square with thousands of others, or alone at home where no one else can see you worry through each excruciating minute. However, all those fans will also be heading online to search for highlights, commentary, and a place to share their extremely knowledgeable opinions. Marketers are placing their bets that this World Cup will shape up to be a major online event.

After all, Google reports that "searches related to the tournament over the past four years have outnumbered those for the Olympics, the Super Bowl, and the Tour de France combined," according to Bloomberg. That kind of data has led every brand and its brother to launch World Cup-related online content. Sports Illustrated is hosting a standalone Planet Futbol site to cover the Cup and draw as many eyeballs as possible, as Adweek notes.

One of Nike's World Cup ads, the "Winner Stays" spot (above) featuring top footballer Cristiano Ronaldo, had 78 million views online (on YouTube and beyond) in April before it even debuted four days later on TV, partially due to Ronaldo, the world's most popular athlete on Twitter, tweeting it out to his ardent followers, Bloomberg adds. Still, Nike didn't feel compelled to release it on different platforms concurrently. Online ruled the day.Continue reading...

brands we love

Google, YouTube Kick Off Gay Pride (and World Cup) Month with LGBT Athletes

Posted by Mark J. Miller on June 3, 2014 06:15 PM

It's getting easier to be gay in America. Same-sex marriages are now legal in 19 states and the District of Columbia; hotel chains and airlines are marketing to LGBT travelers; the NBA has seen its first openly gay player; and the NFL has drafted its first openly gay player. Now Google and YouTube, two of the top three websites visited in the world, are using their power to spread equality globally as part of Gay Pride Month.

The pair are kicking off their #ProudToPlay campaign, which is centered around athletes and equality in sports. Just ahead of the start of the World Cup in Brazil, the brands have drafted a group of athletic influencers, including Jason Collins, Tom Daley and Robbie Rogers to speak up for LGBT rights in the sports world any beyond. 

"Sports bring together people from all backgrounds and experiences through a shared passion, and YouTube shares that spirit of connecting diverse communities to make a difference," said YouTube Marketing manager, Raymond Braun, according to OutSports.com.Continue reading...

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