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celebrity brandmatch

Kanye West x adidas Yeezy Boost, Available Feb. 14, Reaches Maximum Hype

Posted by Mark J. Miller on February 9, 2015 05:05 PM

Kanye West Yeezy Boost adidas Instagram

Kanye West has never been afraid to hijack a big awards ceremony for his own purposes—just ask Taylor Swift, whose acceptance speech for winning Best Female Video was famously interrupted by West at the 2009 MTV Video Music Awards.

So it shouldn’t have come as a surprise that West "crashed" last night's GRAMMY stage after Beck won Album of the Year and looked ready to snatch the trophy from his hand. Although West backed down and saved his comments for E!, home to his wife's reality show, he also caught flack from other artists as well as for raising his middle finger during a performance with Paul McCartney and Rihanna, Billboard notes.

All of those hijinks seem to have overshadowed the fact that he chose Sunday’s GRAMMY Awards to unveil his first collaboration with adidas, the Velcro-flapped Yeezy Boost sneaker, which was today confirmed will be available in stores and online on Feb. 14. Continue reading...

that's entertainment

The 2015 GRAMMYs Awards Branding, From Microsoft to Target and More

Posted by Dale Buss on February 9, 2015 04:04 PM

The season of big tentpole marketing events on television continued to pick up steam with the GRAMMY Awards telecast on Sunday, with major brands are anteing up big bucks to associate themselves with music's biggest night. And we don't just mean how adidas debuted its new shoe on Kanye West's hot-footed temper.

Some brands, such as Mountain Dew, repurposed their Super Bowl ads from a week earlier; others had skipped the Big Game and created new campaigns designed with the GRAMMYs' music-loving audience in mind. Some were sponsors; some weren't. All attempted to stand out with unique branding campaigns:Continue reading...

bc q&a

Aflac Hits the GRAMMYs Red Carpet: Five Questions with CMO Michael Zuna

Posted by Dale Buss on February 8, 2015 07:35 PM

Aflac Duck Grammy Awards 2015

Aflac likes to keep Americans on their toes about what the disability-insurance brand might do next, and now the brand is continuing its mold-breaking ways with its biggest and most integrated marketing effort to date.

The campaign, which includes activations at the 2015 GRAMMY Awards and the Daytona 500 auto race, is built around a new Aflac benefit called One Day Pay, which allows the company to receive, process, approve and disburse payment to policy-holders for eligible claims within just one business day.

It's "our way of saying that no matter what gets in your way, trips you up or slows you down, getting claims processed and paid won't be one of them," said Dan Amos, CEO, in a press release. The campaign thus emphasizes speed and efficiency in a tangible way around viewing live events such as the GRAMMYs or the Daytona 500.Continue reading...

that's entertainment

The HoloGrammy Goes To... Dead Musicians Hit the Comeback Trail

Posted by Mark J. Miller on February 6, 2015 01:11 PM

Michael Jackson hologram Billboard Music Awards

Musicians of all stripes will be taking the stage this Sunday at the Staples Center in Los Angeles to perform and pick up their Grammy awards. It remains to be seen, however, if any of the performances will actually be by dead musicians.

Hologram performances are a big trend (as if living musicians don’t already find it tough enough to break into the business) with dead performers making a virtual comeback thanks to to licensing deals and digital technology. Bringing back artists with huge fan bases also gooses sales in the troubled music industry, of course.

Tupac Shakur’s hologram “performed” at the 2012 Coachella, though Public Enemy frontman Chuck D isn’t sure the singer would have approved. "I don't know if Pac would have been all right with that," he said at a panel at the new Grammy museum, Billboard reports. "Would he have been smiling or swinging with a stick?"

Last year, Michael Jackson made a virtual reappearance at the 2014 Billboard Music Awards. Fan reaction to his moonwalking performance ranged from "epic" to "creepy," and caused some legal headaches for HologramUSA, the company behind the spooky spectacle. Now HologramUSA, which also enabled Tupac's Coachella gig, is back with another back-from-the-dead musical tour.Continue reading...

brand news

Brand News: Aflac, Coke, RadioShack and More

Posted by Dale Buss on February 6, 2015 09:30 AM


Aflac gets ready to introduce One Day Pay campaign at the Grammy Awards.

Coca-Cola suspends automated #MakeItHappy Twitter responses after being trolled—illustrating Twitter CEO Costolo's mea culpa—and sees three more brands break $1 billion mark.

NBC sees Brian Williams' bungled apology hang over network.

RadioShack files for bankruptcy and will liquidate after putting itself at the mercy of lenders, but the brand will live on in new deal with Sprint, which takes $1.9 billion write-down in value of its own brand name.

Siemens cuts 7,800 jobs worldwide.Continue reading...

brand news

Brand News: Super Bowl 49 Digital Teaser Campaigns Continue

Posted by Shirley Brady on January 28, 2015 08:00 AM

Kia Super Bowl 2015 Pierce Brosnan


Super Bowl watch: Kia reveals Bond-like Game Day commercial with Pierce Brosnan (above) ... GoDaddy pulls Budweiser-teasing spot with lost puppy following complaints as Budweiser reveals its lost puppy spot (and soft spot for Clydesdales) ... Coca-Cola aims to make the Internet a happier place in SB49 teaser campaign that also features longtime GoDaddy ambassador Danica Patrick ... Nissan promotes #withdad campaign with Clay Matthews Jr. ... Hyundai releases Game Day spot for Canadian market ... Pepsi promotes Hype Your Hometown winner ... Volvo promotes its Big Game campaign on social ... American Family Insurance teases #dreamfearlessly ... Facebook takes a page out of Twitter's Super Bowl playback with contextual ads ... and the NFL releases chilling anti-domestic violence PSA while making Richard Sherman put away Beats headphones at Super Bowl Media Day.

Apple crushes analyst expectations with record-breaking quarter fueled by iPhone sales—the biggest quarterly profit of a public company in history, according to S&P.

McDonald's CEO Don Thompson is being replaced by chief brand officer Steve Easterbrook.

Facebook soars as mobile-first company, beating analyst estimates with record-breaking quarter..

Yahoo bows to pressure to spin off Alibaba shares.Continue reading...

social media

Arby's, Secret Capture Real-Time Grammys Gold on Social Media

Posted by Abe Sauer on January 27, 2014 03:47 PM

It's been almost one year since Oreo's swift response to the Super Bowl blackout changed the way we think about how brands can leverage social media (especially Twitter) to ride the moment and create a brand-centered conversation. It's something other brands—like Poland Spring—have failed to do.

Last night's Grammy Awards saw a couple of the most popular real-time uses of Twitter since Oreo's example. It also was the occasion for a bizarre (successful?) Twitter campaign about armpits.Continue reading...

brand strategy

Pepsi Adopts 'One Brand' Strategy for Pre-, Post-Super Bowl Marketing

Posted by Dale Buss on January 24, 2014 05:53 PM

Never mind whether Bruno Mars needs to don another pair of long underwear for the halftime show; that's a minor detail. The big picture for Pepsi for Super Bowl Sunday is that the beverage icon is taking a new "master brand" marketing approach compared with previous Big Game efforts.

What that means, explained Advertising Age, is that there will be fewer stand-alone ads in Pepsi's Super Bowl commercial portfolio for lines such as Diet Pepsi and PepsiMax and more of an uber presentation on game day that, in turn, is part of a weeks-long thrust by Pepsi.

Advertising "will speak from the brand point of view rather than the product point of view," Seth Kaufman, vice president of marketing for colas for Pepsi North America Beverages, told the publication. "We are fundamentally playing a different game ... no longer about 30 seconds" but "about a month-long, really, really meaningful program."Continue reading...

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