2014 Brandcameo Product Placement Awards

digital moves

Louis Vuitton Sashays Down the Digital Runway

Posted by Andrew Chan on January 4, 2013 10:09 AM

Louis Vuitton recaps its 2012 digital efforts, including live-streaming, Instagramming, photo-blogging, interacting and engaging in a chic video that serves as a runway for its mobile, social and online forays (watch below). The description: "As an innovative and creative fashion brand at the forefront of digital, Louis Vuitton aims to produce qualitative and diversified content, highlighting the different aspects of the House, its values, heritage and the Art of Travel."Continue reading...

digital moves

The New York Times Takes Digital Journalism to New Peak With Snow Fall

Posted by Mark J. Miller on December 21, 2012 01:13 PM

Journalists have long cursed the rise of digital as being the death of long-form journalism. Who has time to sit down and consume 20,000 words on one topic when there is a vast array of bite-sized stories to feast on? In this era of "tl;dr," how can one devote so much time to a single issue when there are slide shows to click through, polls to take, and endless YouTube videos of cute cats and other animal antics to enjoy?

While many news organizations use all manner of digital wizardry to create more engaged news consumers, the term applies much more perfectly with those who actually sit down and consume those long-form stories that require a paper to devote one reporter’s time and energy over an extended period, a luxury not many publications can make in these tightly budgeted times. 

The New York Times, though, is thankfully making the effort and taking a chance on some of its readers settling into their favorite chair with their e-readers and tablets and digesting a story that may take them a good hour to read and watch. The paper has partnered with Byliner.com, a site dedicated to bringing such content to readers, to create short e-books that will sell for $2.99 a pop.

The first project of this original series, “Snow Fall” was just released on NYTimes.com to great acclaim on social media and is based on an article that John Branch wrote for the Times. It beautifully, interactively and dynamically — yet horrifically — tells the story of 16 of America’s top skiers and snowboarders who got buried in an avalanche in Washington state last year and is reminiscent of The Perfect Storm and Into Thin Air.Continue reading...

digital moves

Nike Digital Moves: Nike+ FuelBand Invites Fans, Developers to Come Out and Play

Posted by Shirley Brady on December 10, 2012 03:26 PM

Nike is engaging its legions of devoted FuelBand-sporting devotees with NikeFuel Missions, billed as "the first game powered by your all-day activity."

The Facebook app goes live on Dec. 11th, picking up on its "Game On, World" theme by inviting fans of the almost one-year-old digital monitor to come and play: "In a world conquered by cold, you'll have to earn your way out with the help of Calvin Johnson, Alex Morgan, Allyson Felix and Neymar Jr. Do more with your Nike+ Fuelband. Advance your avatar. Stand out on the leaderboard."

Watch the "In a world..." movie-style trailer (complete with Inception-style soundtrack) and find out more about Nike's other new digital push, below.Continue reading...

digital moves

Domino’s Seeks Global Domination With Worldwide Half-Price Pizza Deal Today

Posted by Sheila Shayon on December 6, 2012 05:20 PM

Pizza lovers rejoice! Domino’s, world leader in pizza delivery, is offering 50% off all pizzas ordered online at menu price through Dec. 9.

And today (Dec. 6th), 52 countries are celebrating the second Global Domino’s Day by offering the same deal via Domino’s Pizza Facebook pages around the world, where an app directs them to their local Facebook page. Last year, 19 countries took part in the brand’s first-ever global offer with more than 500,000 people taking part, and this year, more than 90% of Domino’s stores worldwide are participating.

“Domino’s is proud of our global presence, and we’re thrilled to spend this one day bringing Domino’s fans from around the world together with this special offer,” said Dennis Maloney, Domino’s Pizza VP of multimedia marketing.Continue reading...

digital moves

McDonald's UK Tests Interactive Happy Meal Digital Play Zones

Posted by Dale Buss on December 6, 2012 03:18 PM

McDonald's U.K. seems relentless in its efforts to appeal to kids and their parents.

Lately, the chain's initiatives in that direction have included a healthier revamping of its Happy Meal for the London 2012 Summer Olympics and the rolling out of a carbonated juice drink for kids. Now, McDonald's in the British Isles is experimenting with interactive gesture-recognition technology to select stores (with high traffic from families) for a Happy Meal Digital Play zone.

The interactive installation combines a Wii-like experience with digital signage. Kids trigger games featuring McDonald's characters and other beloved characters (such as Bugs Bunny and Tweety Bird) to play games and get moving.Continue reading...

digital moves

Heifer International Launches iPad App

Posted by Andrew Chan on November 29, 2012 11:14 AM

Heifer International is entering the digital age. Just in time for the holidays, the nonprofit organization that lets you give the gift of a goat, chickens or other livestock to help provide a source of income and related agricultural training for those in poverty and hunger, has released its first ever table app.

The free app, for iPads and Android-powered tablets, will allow users to engage with the stories, images and videos from around the world as featured in its World Ark magazine — making it the first NGO to create a digital publication.

"World Ark serves as a window into our work here at Heifer International and this interactive tablet edition will bring our supporters along with us to the field to see how their support changes lives every day," stated Heifer International President and CEO Pierre Ferrari.

digital moves

Jawbone is Coming After Nike’s FuelBand - and Your Innermost Thoughts

Posted by Mark J. Miller on November 13, 2012 03:57 PM

People used to fear the idea of Big Brother watching them. Now they are paying top dollar for it.

Sports wristbands that track every move you make are suddenly having their moment in the sun, partially thanks to the major marketing push made by Nike for its FuelBand at the start of this year. Jawbone had released a similar product previously but consumers weren’t loving it, according to ZDNet.com. But Jawbone isn’t backing down and has just released a new version of its Jawbone UP wristband to compete with Nike, which is now selling FuelBands in Canadian Nike and Apple stores.

Jawbone is pitching its new and improved UP as a “wristband and app system that helps you discover things about yourself that you never knew.” Allegedly, it tracks how you sleep, move, and eat, and then “gives you personalized insights to help you make smarter choices to feel your best.” Hope it at least buys the wearer dinner first.Continue reading...

digital moves

It's the Journey That Matters: Coca-Cola Opens Up With Story-Based Web Refresh

Posted by Shirley Brady on November 12, 2012 07:02 PM

The New York Times' Stuart Elliott broke the story this morning about Coca-Cola relaunching its corporate website. Armed with that revamped website, Coca-Cola now wants to break more of its own stories.

While maintaining the same website address for the Coca-Cola Company, the content is now arranged and commissioned to resemble a slick magazine or digital media brand's website, with the emphasis on storytelling from around the world. The inspiration came from the top, as Elliott recounts, when chairman and CEO Muhtar Kent charged his marketing and communications executives to refresh the company's old employee magazine, Journey, which ran from 1987 to 1997, for the digital age.

Having spent 2011 celebrating Coca-Cola's 125th anniversary, they were inspired to tell the forward-looking journey of the Coca-Cola company's multitude of brands in a more engaging, digital fashion — taking a page from Journey to reimagine the company's online and digital presence in a fresh, more engaging way that incorporates social media and blogging from around the world. The relaunched website (its first relaunch since 2005, after being launched in 1995) is described by NYT's Elliott as "the company's most ambitious digital project to date" for good reason.

Ashley Brown, director of digital communications and social media for the company, walked Elliott through what's new on the more editorially-focused website, which creates, aggregates and curates content while maintaining the core functions of a corporate website (careers, investor relations, press releases, executive bios). It's not just content marketing, either, with a focus on original content that's not just self-promotional.

Brown says the goal is to spark a debate, and host differing points of view, while showing the totality of Coca-Cola in a way that surprises and establishes a lively brand voice, one that Brown says had to be created "from scratch" with this launch. So how would he sum up that voice, as expressed through the new digital home of the Coca-Cola brand? "Smart, fun and fearless" — not exactly words you'd associate with the world's biggest brand. And that's the whole point.Continue reading...

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