Posted by Sheila Shayon on December 11, 2013 02:06 PM
“The intersection of social, mobile, location and big data is real-time marketing,” said eMarketer’s Debra Aho Williamson at ANA’s Real-Time Marketing Conference last week in New York, where marketers including Coca-Cola, Kraft, Anheueser-Busch and Hasbro gathered to discuss and define the latest Holy Grail – RTM.
Still citing the Oreo Super Bowl XLX "moment" as the benchmark that launched the fervor, with reverb of nearly 2 million tweets since and endless articles and panel sessions – the fact remains not one marketer has replicated that success.
Bob Rupczynski, Kraft’s VP Media, Data, CRM, used Planters as an example of a creative brief that asked: “Do people really want a relationship with peanuts?” The key was to precision target optimal consumers with the mind-shifting notion that nuts are a healthy snack alternative – particularly in the evening into late night when snacking can be the most harmful. Continue reading...
Posted by Abe Sauer on December 6, 2013 12:38 PM
China is the second largest economy in the world and every significant brand's future is impacted by its growth (or collapse)—but who's got the time?! Here's the week's reads that will make you look like a keen China observer in case you find yourself immersed in a cultural conversation.
This week: The Year of the Horse commemorative products... Bitcoin vs. China... Ford brings Mustang to China... L'Oreal gets Fan Bingbing... Carrefour grows... Volvo up... Suzuki gets "Authentic"... Toyota signals an end of Japan automaker woes... Qoros sells "made in China"... Arnie sees the sights... and more.Continue reading...
Posted by Dale Buss on December 2, 2013 09:33 AM
American holiday shoppers produced gloomy numbers for retailing's big weekend.
Saab rolls out first sedan under new owners.
Zappos taps former Vogue editor, Andre Leon Tulley, to be artistic director for its couture section.
Amazon floats idea of delivery drones.
Apple's iPhone 5S outsold the 5C three to one in the UK.
Bank of America to pay Freddie Mac $404 million.
BMW and PSA/Peugeot-Citroen will review small-engine alliance.
Burger King imitates Big Mac with Big King.
Chrysler boosts test-drive marketing.
Cracker Barrel sees new healthful menu drive sales.
Esprit plans to launch new fashion brand.Continue reading...
games people play
Posted by Mark J. Miller on October 11, 2013 03:49 PM
Hasbro’s Monopoly board game has partnered with dozens of cities and organizations over the years to create unique editions of the board game. From the Boy Scouts of America and American Idol to the Boston Red Sox and Teaneck Township, New Jersey, the Monopoly brand has gone out of its way to find large, passionate niche audiences that might be interested in throwing around a little fake money.
But the game's latest edition, Monopoly Empire, puts millions of dollars worth of buying power in the hands of players in the form of major brands, including Coca-Cola, McDonald's and Chevrolet. Bearing the tagline "Own the world's top brands," it features 22 brands in total, and even adjusts the game's purpose to fit the big-brand model. Instead of racking up real estate on Park Place, players instead work on covering their Times Square-like billboards with brand logos. The first to do so wins.Continue reading...
Posted by Dale Buss on July 9, 2013 09:16 AM
Barnes & Noble CEO resigns amid digital setbacks.
BlackBerry faces leadership questions at annual meeting today.
Shell picks refining chief to become its new CEO.
Alibaba sets sights on mobile.
Apple's App Store celebrates five-year anniversary with free apps.
Esurance expands US Open tennis sponsorship.
Ford finds that F-250 pickup is new favorite of auto thieves.
Hasbro buys 70 percent stake in mobile gaming company Backflip for $112 million.
Hostess Twinkies return aiming for more ubiquity.
Hulu attracts at least three takeover bids.
Infiniti nudges launch date of new Q50 sedan.Continue reading...
Posted by Dale Buss on June 20, 2013 09:21 AM
Sopranos star James Gandolfini dies of a heart attack at age 51.
Men's Wearhouse fires founder and chairman, George Zimmer.
Dolce & Gabbana namesakes are convicted of tax evasion.
Dunkin' Donuts to sell gluten-free doughnuts.
BSkyB cleared in sports advertising spat with rival BT.
Bud Light hopes BBDO can make ads awesome again.
Chipotle identifies its GMO ingredients.
Chrysler recall-resistance tactic may spread in auto industry.
Facebook plays catch-up in video.
GM sticks to China growth plan.
Google threatened with privacy fine in France.
Woody Harrelson launches eco-friendly paper brand.Continue reading...
license to thrill
Posted by Mark J. Miller on June 18, 2013 07:05 PM
Because there isn't already enough Angry Birds-themed merchandise in the world, Hasbro and Rovio's Angry Birds have signed a new expanded licensing agreement that will find new Birds gear hitting the market before year’s end.
Since the original Angry Birds mobile game launched in 2009, more than 12 million copies have been sold through Apple’s app store alone. That has led to Angry Birds-branded T-shirts, pillowcases, cake toppers, pet toys, skateboards, and, of course, Duck tape.
Rovio, the creator of the brand, began distributing a weekly animated cartoon series, Angry Birds Toons, in March and a full-length animated Angry Birds movie is expected to hit screens in the summer of 2016, according to a release.Continue reading...
Posted by Dale Buss on May 13, 2013 09:33 AM
Bangladesh plans to raise pay for garment workers and allow unions.
ABC veteran Barbara Walters announces 2014 retirement as Disney plans to live-stream ABC programming via app and cloud.
Yum! sales in China fall 29 percent in April.
ABB says CEO plans to resign.
Audi outsells BMW brand globally — again.
Bloomberg admits use of its terminals for data snooping.
CBS chief touts TV over digital engagement.
Cisco tries reinvention in tough time.
Danone sets deal to acquire Happy Family brand.Continue reading...