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...

campaigns

Justin Timberlake Sounds Out Surprises for MasterCard in New Grammys Campaign

Posted by Dale Buss on January 24, 2014 03:39 PM

Justin Timberlake has been around the endorsement block a few times, but MasterCard believes the singer-cum-actor can be an effective face for the new "Priceless Surprises" multichannel advertising campaign that the brand is launching Sunday during the 56th Annual Grammy Awards.

New ads will feature Timberlake himself involved in what MasterCard called an "unscripted surprise," while a social media and checkout-connected campaign will shower card customers with surprises right on up to a trip to see Timberlake perform anywhere on his world tour.

"He's very creative; he understands the pulse of his fans so well," Raja Rajamannar, CMO of MasterCard Worldwide, told brandchannel. "He brings insights about his fans with him. And when we created this concept, it was a delightful surprise in how it evolved with him."Continue reading...

automotive

GM CMO Batey Looks to Woo Millennials to Chevrolet With Big Screen Campaign

Posted by Dale Buss on February 18, 2013 06:02 PM

Now that Chevrolet has rolled out the first creative under its "Find New Roads" brand positioning, General Motors CMO Alan Batey wants to give the upbeat, product-oriented theme as much exposure as he can.

Batey tells brandchannel that, in addition to new vehicle-specific TV ads in the weeks ahead, Chevrolet will be doing more in-cinema advertising than ever before.

The original ad that aired during the recent Grammy Awards telecast on CBS—including vignettes separately featuring the Chevrolet Volt, Spark, Sonic, Corvette Stingray and Impala—"will be broken down into four standalone-product ads," Batey told us, "and we'll also be using that work quite extensively not just on TV but also in cinema," he said.Continue reading...

celebrity brandcasting

Seen Enough Beyonce Yet? Expect More With Pepsi, HBO, Oprah, Doc and Tour

Posted by Dale Buss on February 11, 2013 02:09 PM

Pepsi promoted new artists like Hunter Hayes as part of its presence on the Grammy Awards last night, but most of its music marketing budget remains devoted to one very established diva: Beyonce.

Beyonce is demonstrating her personal-brand firepower these days like no time in recent years. Using her Pepsi-sponsored Super Bowl halftime show as a launching pad, she also gave an award at the Grammys with Ellen Degeneres, made time to serve as the cover girl for the March issue of Vogue, taped an interview with Oprah Winfrey scheduled to run on Saturday and, of course, is awaiting reaction to the documentary about her that HBO plans to run on Sunday.

That's all by way of ramping up fan fever for her new "Mrs. Carter World Tour," which kicks off in Belgrade in April and finally reaches the United States in late June. MasterCard is holding a ticket presale event.Continue reading...

ad watch

Ad Watch: Grammy Awards Follow Super Bowl as Brand Campaign Launchpad

Posted by Shirley Brady on February 10, 2013 09:04 PM

In addition to new campaigns for Ford's "Hello Again" music project for the Lincoln brand and Kraft's "We are the World"-like music video for its Miracle Whip dressing during the Grammy Awards telecast on CBS, a host of other brands used the post-Super Bowl platform to make some noise.

Anheuser Busch InBev's Bud Light Platinum debuted its new new campaign by its new "creative director," Justin Timberlake, while Target also used the Grammys to kick off its tie-in with the singer's new album and promote its tie-ins with singer Pink and fashion designer Prabal Gurung:Continue reading...

automotive

Lincoln Promotes New Chapter With Grammys Campaign Starring Beck and MKZ

Posted by Shirley Brady on February 10, 2013 08:25 PM

Ford's Hello, Again project for the relaunched Lincoln brand and its new MKZ model was promoted with a new commercial, above, that premiered during the Grammy Awards broadcast on CBS Sunday evening. The description:

"We revisited our 90-year history of making automobiles to introduce the Lincoln Motor Company. We filtered our past greats through a fresh vision to say, 'Hello, Again' to the luxury motorcar. But we haven't stopped with automobiles. With 'Hello, Again' we'll commence a series of projects with artists who share our vision of reimagination. And along with you, watch as they explore familiar territory to return with original creations we’ve never met before."

Celebrating the art of sound, the Lincoln brand invited musician Beck (a master of reinvention himself) and director Chris Milk to reimagine the composition of David Bowie's classic tune, "Sound and Vision." The Feb. 6th recording session involved 167 musicians playing a set list from a series of rotating platforms, creating a 360-degree immersive event for a "new digital experience" as the audience (including Australian musician Sia) circled the performance.Continue reading...

celebrity brandmatch

Watch Miracle Whip #KAOM #Grammys Music Video With Susan Boyle, Lance Bass and the Village People

Posted by Shirley Brady on February 10, 2013 05:13 PM

Call it "We are the Swirl." As brandchannel broke on January 7th, Kraft's Miracle Whip dressing brand has produced its first musical video, an "anthem" that will premiere during Sunday night's Grammy Awards telecast, but won't run on CBS. Instead, it's being promoted on the brand's social and digital channels.

The tongue-in-cheek video, above, stars Scottish songbird Susan Boyle (in her first U.S. commercial endorsement) and an unlikely crew of musicians, including Lance Bass (formerly of 'N Sync and readying his first solo album), country star Wynonna Judd, '80's pop star Tiffany, former Guns N' Roses guitarist Gilby Clarke, alt rock drummer Philip "Fish" Fisher of Fishbone, heavy metal singer Don Dokken, rap/hip-hop artist Chali 2na, and members of the Village People.

In the vein of "We are the World" and other musical pleas for understanding, the eclectic mix of performers sings "Keep an Open Mouth," continuing on a theme that debuted during last year's Academy Awards telecast. The sense of humor is in keeping with a brand that makes light of its claim that "a lot of people say they hate us without every (even) trying us," as its YouTube channel notes.

As Judd tweeted, the campaign's goal is "to set all the pre-judgers out there straight." Addressing the "haters," the Miracle Whip Twitter feed promoted the video (hashtag: #KAOM) with the comment, "Don't knock it 'til you try it," and will be live-tweeting throughout the Grammys telecast.

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