celebrity brandmatch

Pop Branding: Taylor Swift Augments Rep, Colgate Brushes in One Direction

Posted by Sheila Shayon on November 13, 2012 05:14 PM

One Direction stormed the Today Show this morning, with a concert in NBC's New York digs in Rockefeller Square and news of a 3D concert film slated for next year (directed by product placement foe-turned-champion Morgan Spurlock). Hot on the Heelys of its Pepsi "Live for Now" US TV campaign with NFL star Drew Brees, the band is extending its brand to Colgate-Palmolive toothpaste: 1D Colgate Max Fresh. The collection of three oral care products, available in the U.S. only, is designed "to add some fun to teens' and tweens' brushing regimens," said Philip Durocher, VP and GM of U.S. Oral Care for Colgate-Palmolive. Hopefully fans will be inspired to brush their teeth in one direction (roll that brush, kids!) too.

While Taylor Swift is slightly older, at the ripe old age of 22, she's also quick to embrace novel ways to promote her albums, including partnering with Keds and Papa John's for her latest release, Red. Next up: her mobile app (available in iTunes and Google Play) is incorporating augmented reality so fans can access exclusive content related to Red. By opening the app's AR feature and pointing the device's viewfinder at a still image on the "Red" album cover (and on in-store displays at select Walmart stores), fans will see the images come to life. The app also works on the Taylor Swift Wonderstruck fragrance packaging from Elizabeth Arden.Continue reading...

chew on this

McDonald's CEO Has High Hopes for McRib and Cheddar Bacon Onion Sandwiches

Posted by Dale Buss on October 22, 2012 02:23 PM

As global economic bellwethers go, McDonald's sales results probably rank right up there with oil prices and consumer-confidence measures. So its shareholders, analysts and executives aren't exactly lovin' it when the company reports lackluster results, as it did for the third quarter.

The fast-food leader reported weaker-than-expected earnings for the period as it battled a weak global economy and accommodated more budget-minded consumers from Europe to China. Both sales and profits fell during the quarter, a rarity for McDonald's.

Of course, McDonald's results aren't directly synonymous with the status of the world's appetite for quick fare. The stronger dollar hurt international sales too. Also, competitors in many markets have been upping their game lately, including both Burger King and Wendy's in the United States, and the new strains from rivals also are reflected in McDonald's results.Continue reading...

campaign tactics

The Rolling Stones Use Gorilla Marketing, Miss Opportunity to Make Real Impact

Posted by Mark J. Miller on September 25, 2012 11:11 AM

You've heard of guerrilla marketing — how about gorilla marketing? The Rolling Stones have a greatest hits album that's being released on Nov. 12 called GRRR!, featuring a gorilla on the cover with the band's iconic "big lips logo" superimposed on its face. So don’t be alarmed when you see large images of the cheeky gorilla popping up around the world to promote the album.

The gorillas are taking over 50 cities and 3,000+ locations around the globe, being tagged on such landmarks as Sydney's Opera House, New York’s Empire State Building and London’s Elizabeth Tower (that’s Big Ben to all of you who missed the renaming for Her Majesty). They can be seen in 3D augmented reality via mobile devices that have downloaded UView's app, so fans can "watch the stunning GRRR! artwork fully realized in 3D animation right before their eyes .... some exciting content and have the chance to enter an exclusive competition plus pre-order a copy of GRRR!"

As part of the marketing stunt that's billed as the "biggest global Augmented Reality music campaign" to date, the Stones are encouraging fans to take pics of the gorillas and tweet them with the #GRRR! hashtag to the Stones’ Twitter feed, @RollingStones. The photos will also show up on an interactive wall on the Rolling Stones website.

That #GRRR hashtag is more commonly used on Twitter, by the way, to express frustration — which is what real gorilla lovers are feeling.Continue reading...

fashion week

Heart of Glass: Diane Von Furstenberg x Google Puts Augmented Reality on Runway

Posted by Shirley Brady on September 10, 2012 10:04 AM

Call it Projector Runway. Diane von Furstenberg made a splash with her collection that debuted Sunday during the New York Fashion Week Spring/Summer 2013 shows — and not just for her chic prints and flowing palazzo pants.

The New York-based designer also put Google Glass augmented reality glasses on the catwalk, with her models wearing the high-tech specs and capturing the action on the runway (more on that below).

Also wearing the web-enabled specs at the show: Google co-founder Sergey Brin and von Furstenberg (who addressed Googlers on her vision back in 2006) herself.Continue reading...

brand vs. brand

Nokia Tries, Fails to Steal Apple's iPhone 5 Thunder

Posted by Shirley Brady on September 4, 2012 01:18 PM

One example of Apple rivals jostling for the spotlight ahead of the now-confirmed iPhone 5 announcement foreshadowed on Sept. 12th: Nokia has been teasing its Sept. 5th mobile announcement in London with a series of videos on the brand's YouTube channel.

Nokia's new smartphone teaser campaign started with a flirtatious blonde bicyclist in "Things are about to change" on Aug. 29th, shifting gears to a blonde-cropped Jean Seberg lookalike in three teasers today — "Stay tuned!" "Nearly there!" and "One. More. Day."

The narrative hints at (a) augmented reality, as she goes shoe-shopping (and winds up with a pair of red canvas TOMS slip-ons) and (b) wireless charging and syncing for the new Lumia Windows 8 smartphones, as our heroine confronts the tangle of cables in her apartment:Continue reading...

digital moves

IKEA’s 2013 Catalog Adds Interactivity, Tears Down Walls

Posted by Sheila Shayon on July 19, 2012 01:01 PM

Every August, IKEA fans look forward to the thunk of the furniture store's new catalog in their mailbox or doorstep. Those days may be packing up — IKEA US has announced that its 2013 catalog being shipped to homes next month will be pre-released as a digital version on July 31, including relaunching its IKEA Catalog App for smartphone or tablet with a digital twist this year: augmented reality.Continue reading...


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...

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