2014 Brandcameo Product Placement Awards

tech in the spotlight

Disney's New Startup Accelerator Includes Jewels of Wisdom From Yoda

Posted by Sheila Shayon on February 13, 2014 02:54 PM

Mickey Mouse, Buzz Lightyear, Iron Man and Yoda are about to learn the ways of smart tech startups in exchange for their pop-culture muscle as beloved intellectual property.

The Walt Disney Company is launching the Disney Accelerator in a partnership with Techstars, choosing 10 early-stage startups and investing $120,000 in each. 

The new accelerator will draw on talent from Disney and its subsidiaries including Pixar, Marvel, Lucasfilm, ESPN and Walt Disney Imagineering in a three-month program where first-time entrepreneurs will have access to entertainment industry leaders and venture capitalists, not to mention Disney CEO Bob Iger.

The Disney Accelerator “offers a unique collaboration between some of the best creative minds in the entertainment industry and the modern-day visionaries who are starting businesses on the strength of exciting new ideas,” said Kevin Mayer, Disney’s EVP corporate strategy and business development.

Disney looked to Techstars for help in implementing the program as they’ve run similar programs with Microsoft, Nike, Barclays and Kaplan.Continue reading...

social media watch

After One Year, Vine Stays On Short and Sweet Path to Success

Posted by Sheila Shayon on January 24, 2014 06:43 PM

In one year, video social hybrid Vine has amassed over 40 million users on its time-constricted app. As it turns out, six seconds is just enough time to deliver a marketing 1-2 punch for the many brands that have since flocked to the app for campaigns

"We knew from the start that the videos needed to be brief," said founder Colin Kroll, "for creative reasons, technical reasons, and attention reasons. Over two months, we tested variations of the size, from 10 seconds down to five seconds, and we went for six because it just feels right."

Finding an equally abbreviated partner in Twitter, Vine took off as a new means of communication on social media. A community of early Viner’s quickly surfaced sharing a new language of insider memes, jokes, non-sequiturs and quick cuts.Continue reading...

campaigns

Applebee's Offers Up Six Seconds of Fame for Fans in New TV Campaign

Posted by Sheila Shayon on January 17, 2014 10:27 AM

Applebee’s is giving Vine users a shot at their six seconds of fame in celebration of five years of its "Unbelievably Great Tasting & Under 550 Calories" menu.  

“Applebee’s has millions of fans in social media. If you’re one of them, you know we love to interact,” said Mike Archer, Applebee’s President.

The restaurant chain is asking fans to send their best "it's unbelievable" reactions to the special menu through Vine. The idea for the videos came after consumers tested the new menu items. “We didn’t tell them it was 550 calories until after, and their reactions were, ‘Oh my God, we can’t believe this,’ so we wanted to figure out how to capture that for the commercial,” said Jill McFarland, senior manager of digital and social media marketing at Applebee’s, according to Digiday.

Applebee’s chose Vine as the video-submission format because of its six-second limitation and because Vines are easily shareable on Twitter. Fans who aspire to seeing their “OMG” face on TV must record and post their reaction on Vine, then share it on Twitter via hashtag #BeeFamous.Continue reading...

campaigns

Airbnb Users Are Free as Birds in New Ad Campaign

Posted by Mark J. Miller on December 16, 2013 01:42 PM

After five years of setting up travelers in temporary digs around the world, Airbnb is launching itself into the big time with its first coordinated national advertising campaign, which is reportedly costing $2 million. 

The ads use birds and birdhouses as a metaphor for its services, the New York Times reports, which requires rental providers to pay a transaction fee to the service. And while birds likely don't have to shell out for their stop-offs, they do likely visit a number of 'houses' in their travels. As of this year, Airbnb has over 500,000 properties listed for rent from 350,000 hosts in 192 countries and over 34,000 cities. As a comparison, that is more bedrooms than the InterContinental Hotels Group and Marriott International have combined, according to the Times

“The business has gotten to be this size through word of mouth, and our growth plans are significant,” Amy Curtis-McIntyre, chief marketing officer of Airbnb, told the Times. “We are building a meaningful presence in Asia in 2014, and a deeper presence in Europe and South America, specifically Brazil. Our business mandate is to build greater awareness faster, to keep the growth trajectory.”Continue reading...

brand news

In the News: Amazon, Michelin, Mercedes-Benz and more

Posted by Dale Buss on December 16, 2013 09:14 AM

In the News

Amazon faces globalization of its wage dispute in Germany and experiments with delivery of large box of CPGs.

Michelin recalls 1.2 million tires.

Mercedes-Benz warns dealers of tight CLA supplies as it moves new C-Class further up-market.

AB InBev finds less is more in growing Goose Island cult brand.

Airbnb launches first national ad campaign.

Baidu adds warnings as regulators focus on Chinese stocks.

Beyonce may be blazing new marketing trail with quiet album launch.

BlackBerry edges closer to corporate abyss.

Chili's launches delivery for orders of $125 and up.

Detroit Lions urge downtown businesses to light themselves blue for Monday Night Football.

Evian fields viral baby video.

Fiat-Chrysler successor to CEO Sergio Marchionne remains vague.Continue reading...

social media watch

Pinterest Sees Big Potential in Location-Based Place Pins

Posted by Sheila Shayon on November 21, 2013 02:47 PM

Pinterest is pinning its monetization hopes on Place Pins, a new category of pins focused on travel that carries enormous potential in the lucrative business of location-based ads.

Place Pins let users pin images of bars, cafes, restaurants and other destinations onto dedicated Pinterest boards. The intention is to tap into social travel, helping users plan trips. The company says its Pinners generate 1.5 million pins tagged to locations every day, adding up to a total of 750 million across the site, with 75 percent of traffic coming from mobile. 

Users can create map-based pin boards integrated with map apps from Google and Apple, while Foursquare, Airbnb and OpenTable will provide content. The pins will make use of Foursquare’s location API and Mapbox’s map technology.

“Pinterest users like to plan vacations as much as they like to redesign their living rooms and make over their wardrobes, so it isn’t far-fetched to imagine hotels, vacation destinations and travel agents paying to promote themselves on the new pin maps," the Wall Street Journal muses.Continue reading...

social media watch

Airbnb Debuts Hollywood & Vines User-Created Short Film

Posted by Alicia Ciccone on September 20, 2013 10:53 AM

After months of ongoing legal troubles and renter mishaps, Airbnb is working on taking a step back to focus on user experience. And its first initiative involved tapping its millions of users aroundthe world to create a first of its kind, grassroots campaign made entirely of six-second Vine videos.

The initiative, dubbed Hollywood & Vines, instructed users via Twitter on what to film, including paper airplanes flying and a boat on rough seas. The result is a four-minute short film, which debuted on the Sundance Channel, that not only captures immense creativity, but the adventurous spirits that embody Airbnb users.Continue reading...

social media watch

Airbnb Directs Users in First Ever Film Made of Vine Videos

Posted by Sheila Shayon on August 23, 2013 04:16 PM

Virtual vacation rental service Airbnb, recently in the headlines for violating local occupation laws, is looking to turn the tide with a cheery, travel-inspired short film made completely of user-submitted Vine videos.

The campaign from Mullen San Francisco aptly dubbed "Hollywood and Vines" invites consumers to submit six-second Vine videos inspired by prompts from the company.Continue reading...

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