2014 Brandcameo Product Placement Awards


Brandcameo: Ice Age 4 Finds Cross-Promotional Marketing a Booty-ful Thing

Posted by Abe Sauer on July 16, 2012 12:02 PM

Film: Ice Age: Continental Drift (20th Century Fox)
Total Products Spotted: 0
Standout Placement: N/A
Most Memorable Placement (positive): N/A
Most Memorable Placement (negative): N/A
Overall Product Placement Integration Grade (1-10): N/A
Comments: It's a real challenge to justify brand-based references and jokes in a film that's mean to take place tens of thousands of years ago. It's even harder to legitimately place a product on the screen. That's why product placement in animated features set in Ye Olde Pre-Marketing Times is scarce and left to contemporary kid pics like Madagascar 3 while, like ancient Scotland-set Brave, the Ice Age franchise — the new #1 movie at the box office following the weekend opening of Ice Age: Continental Drift — is left to drift product placement-less. Offscreen, however, the film put together a wooly mammoth's worth of tie-ins and marketing muscle, well beyond augmented reality and a Dark Knight Rises spoof. Continue reading...

mobile marketing

"Ice Age" Movie Opens With Double Dose of Augmented Reality

Posted by Sheila Shayon on July 13, 2012 03:52 PM

In addition to the expected kids' marketing tie-ins such as a McDonald's Happy Meal promotion, Ice Age: Continental Drift  opens in movie theaters today with a mobile campaign it hopes moviegoers will find cool: GoldRun’s augmented reality mobile app.

Using the free photo app, available for iPhone and Android, fans can pose with more than a dozen characters, including Scrat, narrated by Chris Wedge, Manny (Ray Romano), Diego (Dennis Leary) and Sid (John Legquizamo), from the fourth film (expected to top the box office this weekend) in the wildly popular Ice Age series.Continue reading...

shopper insights

IBM Augmented Reality App Aims to Personalize Shopping

Posted by Sheila Shayon on July 2, 2012 04:13 PM

It's hard to say which is cooler news out of IBM's research labs — the development of plastic ninjas to destroy deadly bacteria, or the news that it's testing augmented reality shopping, "like applying search or a personalized version of Google Goggles to the world of physical store shelves,” as Ad Age puts it.

IBM's mobile app acts like a personal shopping assistant, giving consumers personalized product information while they browse. Consumers download it, then input selection criteria, such as, a low-sugar, high-fiber breakfast cereal, then pan the shelves with their mobile device’s camera across the cereal shelf to identify products that match. 

When the app recognizes a product, the AR technology overlays digital details on the image, such as price, ingredients, and discounts, even providing same-day coupons and loyalty points.Continue reading...

mobile marketing

New York Giants Share Tiffany Super Bowl Ring by Augmented Reality

Posted by Sheila Shayon on May 16, 2012 12:05 PM

In a first for the NFL and Tiffany, and to celebrate the unveiling of their Super Bowl XLVI championship ring, the New York Giants are inviting fans to share in the moment.

Big Blue die-hards around the world will be able to virtually “try on” and take photos with the Tiffany & Co.-designed ring, as well as each of the team’s three previous Super Bowl rings, using a free augmented reality mobile app by GoldRun. Participants will also be able to pose with the coveted Lombardi Trophy.Continue reading...


Get Ready for Marvel's The Avengers Overload

Posted by Mark J. Miller on April 27, 2012 06:10 PM

While The Five-Year Engagement with Jason Segal and Emily Blunt is poised to take top spot at the box office this weekend, the real fan/brand frenzy is a week away.

Prepare yourselves for Hype Overload: Marvel’s The Avengers movie is opening on May 4th and the plan is for the company to have more than 600 (!) pieces of merchandise tied to the film at Walmart alone. You can be sure every character — Iron Man, Thor, Captain America, The Hulk, Hawkeye and Black Widow — will get his or her toys, gear, and apparel as part of the merchandising blitz.

A great deal, if not all, of these products will be found in the aisles of Walmart, where fans of the film will also be able to use a nifty augmented-reality app tied to the film in order to locate the Marvel-ous merchandise (and not just on a T-Mobile phone, as shown in Walmart's video above).Continue reading...

tech innovation

Oakley Aims to Give Google Glasses Some Competition

Posted by Mark J. Miller on April 20, 2012 09:57 AM

Headphone lines are running into every ear and the world is constantly staring into its smartphones, seemingly hoping to be sucked into a virtual mobile world. It does not seem that anyone wants to go without their data at any second of their lives. After all, it could be crucial to know the so-called “Nasty Factor” of a pitch as it happens in the fifth inning of a game in April or to see a celebrity Twitter spat unfold in real time.

The good folks at Google and Oakley want to help you, the teeming data-driven masses, see just what is shaking at all times. Google’s “Project Glass,” which quickly became nicknamed Google Glasses, got some publicity recently when it emerged that the company was developing specs that would allow for data to be projected onto the lenses. Now Bloomberg is reporting that Oakley — also making some noise as an official sponsor of the London 2012 Summer Games — has been working on a similar product since 1997.Continue reading...

app watch

Microsoft Taps Augmented Reality for Bing-Powered Translator App

Posted by Shirley Brady on April 19, 2012 10:03 AM

As the Windows team blog puts it, "Nothing takes the fun out of a foreign vacation faster than an afternoon spent deciphering street signs or pointing randomly at menus." That's why Microsoft has released a new version of Bing's free Translator app for Windows Phone, one that you just point at the foreign-language text on (say) a menu or sign, scan the text and get a translation overlaid on the image in your preferred language, all thanks to augmented reality.

The pitch: "Now you can point your phone camera at printed text—street sign, dinner menu, train schedule, newspaper headline—and the app will translate it. If (you) wanted to ask a stranger for directions to the Eiffel Tower, (you)could also just speak into the phone in English—and wait a moment for the French." It's like “automatic subtitles for everyday life,” as Bing puts it. So should Siri worry?Continue reading...

tech innovation

Into the Looking Glass: Google Envisions a Day Made of Project Glass

Posted by Shirley Brady on April 4, 2012 11:33 AM

Remember all the buzz about Google Googles, using pictures to search the web? The company today unveiled an Augmented Reality spin of the concept out of its R&D lab: Project Glass, which embeds the web in a modern-day spin on x-ray specs. It's purely spec-ulative, but gives a fascinating view of how Google envisions the future. So get ready for voice-controlled instant notifications in your field of vision.

Google described the AR glasses as: "We believe technology should work for you — to be there when you need it and get out of your way when you don't. A team within our Google[x] group started Project Glass to build this kind of technology, one that helps you explore and share your world, putting you back in the moment. Follow along with us at http://g.co/projectglass as we share some of our ideas and stories. We'd love to hear yours, too. What would you like to see from Project Glass?"Continue reading...

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