Posted by Shirley Brady on September 8, 2014 04:04 PM
Johnnie Walker is upping the stakes in experiential, content marketing to promote its latest exclusive whisky blend and transform into a luxury brand.
Following on its growing stable of Johnnie Walker House local retail experiences in Shanghai and beyond and its global campaign that included a short film starring Jude Law, JOHNNIE WALKER® BLUE LABEL™ next week will stage a one-of-a-kind brand experience in London: Symphony in Blue, billed as "the world’s first theatrical, experiential, musical and artistic journey."
Three performances (two evening and one matinee) will take place on Sept. 16/17 in a multi-sensory cultural event designed to turn elite influencers into brand advocates. The event is being "exquisitely crafted by a star-studded team" that produced the memorable London 2012 Olympics opening ceremony.
Beyond participating in a bespoke branded experience, Symphony in Blue guests will be among the first to enjoy the latest launch from the John Walker & Sons Private Collection 2015: a limited-edition Blue Label Reserve premium whisky blend.Continue reading...
Posted by Mark J. Miller on August 12, 2014 01:14 PM
Skateboarding culture is sometimes characterized as being underground, but Vans is taking the word a bit literally. The brand has just opened a skatepark beneath London's Waterloo Station in a spot known locally as the Old Vic Tunnels. The space, called House of Vans London, will also host house parties with a schedule of music performances, art and film screenings—and it’s all free of charge. What slacker isn’t going to love that?
“The House of Vans London is the physical manifestation of the cultures and creativity at the heart of the Vans brand. London is the perfect city to expand this original concept first established in Brooklyn and it’s an honor to take over this iconic venue from the Old Vic,” said Vans VP of marketing Jeremy de Maillard. “We’re looking forward to building on this legacy, working closely with the local communities and key stakeholders involved in the project.”
According to The Guardian, Vans beat out Apple and Nike for rights to the space and create a brand experience that's designed to "engage and inspire youth culture," one that's fortuitously close to London's infamous legal graffiti wall and the South Bank skatepark on the Thames.Continue reading...
start your engines
Posted by Dale Buss on June 19, 2014 05:10 PM
It emits a metallic purr rather than a throaty roar, but Harley-Davidson’s first-ever electric motorcycle is expected to make a big statement for how the brand is transitioning to an era that is increasingly friendly to EVs and more suspect of old-fashioned power supplied by internal combustion of hydrocarbons.
Dubbed Project LiveWire, the brand is taking the new EV prototype across the US to give fans a chance to try out the new technology. The tour will kick off with a journey along Route 66, the fabled US highway in the western part of the country, visiting more than 30 Harley dealerships this year. Riders will be able to ride the Project LiveWire prototype and non-motorcyclists will be able to enjoy a simulation. The tour will extend to other parts of the United States, Canada and Europe next year, the company said.Continue reading...
Posted by Dale Buss on June 12, 2014 05:49 PM
Many brands that want to reach Millennials are becoming their own creators and curators of music, both live and online, aHonda executives believe there’s no reason their brand can’t compete with Amazon, Apple and others in this realm, much less other auto companies.
So Honda has just launched Honda Stage, a multi-platform music program designed to meet music fans in environments where they’re already searching for and consuming music, providing Honda an opportunity to further build brand awareness and loyalty. Adding to the brand’s previous significant music initiatives such as the Honda Civic Tour that began in 2001, Honda Stage will offer a new YouTube channel, as well as 200 Honda-sponsored live events over the next year.
“Plenty of other companies have done a great job with music,” Tom Peyton, assistant vice president of advertising and marketing for American Honda Motor Co., told brandchannel. “But we think with more than 200 events lined up over the next year, as well as our online presence, we can have a constant premise and become known as a destination for music on an ongoing basis—and that’s the real difference.”Continue reading...
Posted by Dale Buss on February 28, 2014 05:51 PM
With barely a breather since Sochi, big brand marketers are now ready to strut the red carpet to the next tentpole-marketing event: Sunday's Academy Awards on ABC. Often called the "Super Bowl for Women," the Oscars promise to be a huge draw as they finish up a first-quarter season of extraordinary high-profile marketing opportunities for brands that are willing to invest.
The Oscars promise to draw ads from more than a dozen brands including Chevrolet, Coldwell Banker, Lipton, Mars, JCPenney, Pepsi and Unilever. And a growing number of these brands also are building experiential marketing efforts as well as social media engagements around their TV ads during the actual 86th Annual Academy Awards.
However, at least two well-known brands with close past alliances to the Oscars decided not to return this year: Coca-Cola and Hyundai. It begs the question whether the Oscars have hit the same sort of advertising plateau as the Super Bowl, whose ads, studies show, don't have nearly as large of a consumer impact as one would think for such a hefty price tag.
With or without Coke, other brands are taking advantage of the captive Oscars audience and treating the lead-up much the same as the Super Bowl; teasing and full-on releasing their campaigns beforehand—a newer tactic whose payoff isn't quite measurable yet as compared to the typical build-up and big reveal strategy of previous years.
Here's a look at this year's brands hitting the red carpet:Continue reading...
Posted by Sheila Shayon on February 7, 2014 02:47 PM
Pop-up shops are nothing new, but Marc Jacobs‘ fragrance division is using Fashion Week to launch its Daisy Marc Jacobs Tweet Shop with a twist—social currency only, please.
Located in New York’s SoHo neighborhood, a tweet, Instagram or Facebook post tagged #MJDaisyChain can be exchanged for goods including fragrances and accessories at the store, while the best Instagram photo of the day wins a coveted handbag.
"Over the years, the Daisy brand has built a considerable following in social media, and to us, the whole undertaking is a way to say a big thank you to the people who love Daisy and are constantly finding creative ways to show their affection for the brand," said Lori Singer, VP marketing for Marc Jacobs.
"Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans," she added. "We have seen people creating drawings and stage mood shots featuring the iconic bottle, so engagement of the fans is already there."Continue reading...
The Big Game
Posted by Mark J. Miller on January 30, 2014 12:52 PM
NJoy E-cigarettes will run a Super Bowl ad in some local markets for the second year, but the brand has found another more direct way to take advantage of the Super Bowl madness that has descended onto metro New York.
The brand has employed a group of women dressed as referees to patrol the streets of NYC in a Westwood One radio bus for patrons sneaking a smoke. When they spot someone, the refs will descend on the consumer and offer them a sample of NJoy's product, instead.
The bus is part of NJoy’s media buy with the radio network, which will be in action during the Super Bowl itself pulling up outside bars in New York.
“What NJoy is trying to say is that we're always on the side of the smokers,” said Michael Fernandez, co-founder and owner of the marketing firm behind the bus, Factory 360, according to The Drum. "It's the biggest game of the year. We don't want them to miss any bit of the action because they're going inside."
This is the last Super Bowl that New Yorkers will be able to enjoy their e-cigs inside, though. A new law banning its use indoors at such establishments goes into effect on April 29.Continue reading...
Posted by Barry Silverstein on November 20, 2013 12:41 PM
Holiday hysteria is officially upon us, and with it brings new attempts by brand marketers to break through the clutter, pitch new products, and attract the gift-buying public. And something intriguing is happening this year: Even online tech brands are reaching out to consumers via more traditional retail channels so they can serve up better customer experiences.
While most consumers may think of Google as the de facto standard search engine, the company is in fact as much into hardware as software; it owns smartphone-maker Motorola and also manufactures its own smartphones, tablets and laptops. These are products people need to see, feel, and play with_and that means the physical items need to be accessible.
Rather than enter the crowded retail store environment and compete for attention, Google's answer is to create its own environment in the form of Winter Wonderlab, not only a play on "Winter Wonderland" but also a unique pop-up store open for the holiday season in six locations: New York City, Paramus, NJ, Washington, DC, Chicago, Los Angeles, and Sacramento. Interestingly, except for the downtown New York location, the others are all located at malls run by Westfield. And no barges are involved in this seasonal experiential branding effort.Continue reading...