Best Global Green Brands 2014

campaigns

Applebee's Offers Up Six Seconds of Fame for Fans in New TV Campaign

Posted by Sheila Shayon on January 17, 2014 10:27 AM

Applebee’s is giving Vine users a shot at their six seconds of fame in celebration of five years of its "Unbelievably Great Tasting & Under 550 Calories" menu.  

“Applebee’s has millions of fans in social media. If you’re one of them, you know we love to interact,” said Mike Archer, Applebee’s President.

The restaurant chain is asking fans to send their best "it's unbelievable" reactions to the special menu through Vine. The idea for the videos came after consumers tested the new menu items. “We didn’t tell them it was 550 calories until after, and their reactions were, ‘Oh my God, we can’t believe this,’ so we wanted to figure out how to capture that for the commercial,” said Jill McFarland, senior manager of digital and social media marketing at Applebee’s, according to Digiday.

Applebee’s chose Vine as the video-submission format because of its six-second limitation and because Vines are easily shareable on Twitter. Fans who aspire to seeing their “OMG” face on TV must record and post their reaction on Vine, then share it on Twitter via hashtag #BeeFamous.Continue reading...

brand news

In the News: HP, China Mobile, Cadillac and more

Posted by Dale Buss on January 15, 2014 09:21 AM

In the News

HP sets to announce two large smartphones today.

China Mobile receives 1.2 million iPhone pre-orders.

Cadillac updates its crest. 

Axe strikes a more earnest tone in advertising.

Bud Light challenges football fans with digital gaming ad and prepares new tag line for A-B InBev's reduced Super Bowl effort.

Charter woos Time Warner Cable shareholders.

Coca-Cola releases interactive mini-bottles to honor World Cup.

Daimler wins as US Supreme Court throws out Argentine human-rights suit.

Dunkin' Donuts focuses on expansion and one-to-one marketing.

Facebook CEO calls Snapchat a "super interesting privacy phenomenon," and it makes inroads in Russia.

Fiat will give first batch of new Alfa Romeos to top-selling US dealers.Continue reading...

brand news

In the News: GM, Target, Darden and more

Posted by Dale Buss on January 13, 2014 09:33 AM

In the News

GM nears reinstatement of dividend as Chevrolet won both Car of the Year honors for the Chevrolet Corvette Stingray and Truck/Utiilty of the Year for the Silverado at the North American International Auto Show.

Target publishes apology letter in national newspapers, offers credit reports, fraud protection to affected customers. 

Darden Restaurants sees 20,000 join work-underpayment suit.

AB InBev puts more marketing muscle behind blue-collar brews such as Busch.

Accenture tapped to take over Healthcare.gov fixes.

Airbus posts record jet orders.

BP vows to fight "fictitous" compensation claims in Gulf of Mexico.

Denny's tries to move beyond breakfast.

Discovery ends talks to buy Scripps.

Dunkin' Donuts expands in US west.

Ford introduces aluminum-frame F150.Continue reading...

brand partners

Brew This: Kraft Plans to Test Packaged Coffee with McDonald's

Posted by Dale Buss on November 1, 2013 06:11 PM

Well, it works for Starbucks. So why can't McDonald's also sell packaged versions of its McCafe coffee line in US supermarkets?

The struggling fast-food giant will begin testing just that idea next year in a deal with Kraft. The tests will include packages of whole bean and ground coffee as well as "single-cup" options, which typically include K-cups for Green Mountain Coffee Roasters' popular Keurig brewer. Test markets and pricing were not disclosed, Crain's Chicago Business noted.

"We want to work with McDonald's to help consumers enjoy McCafe premium coffee in the comfort and convenience of their own homes," Kraft Foods CEO Tony Vernon told analysts on a conference call, disclosing the test for the first time. Kraft will handle the marketing and distribution of the McDonald's brand coffee. McDonald's said in a statement it was "building on the momentum of our McCafe beverages in our restaurants by expanding these options," according to the publication.Continue reading...

china

The Week in China: 'Airpocalypse,' Hating on Starbucks, Foreign TV Ban and more

Posted by Abe Sauer on October 25, 2013 03:47 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: clean air job perks… "vulgar" foreign TV… CCTV goes after Samsung… 361° breaks out Kevin Love… Big Bang Theory art… iPad Air's chances… LVMH's strategy… Citroen branded content… Lane Crawford… Krispy Kreme in Taiwan… Chinese kids excelling at cigarette brand recognition... and more.Continue reading...

brand news

In the News: Twitter, Microsoft, Instagram and more

Posted by Dale Buss on October 25, 2013 09:33 AM

In the News

Twitter seeks $1.4 billion in biggest web IPO since Facebook and hires NBC vet as news chief. 

Microsoft shares jump 5 percent on positive earnings. 

Instagram rolls out in-stream ads as Facebook seeks boost in mobile revenues.

AT&T leans on less-lucrative tablets.

Apple sees Carl Icahn raise his stake in company and demand $150-billion buyback, while its VP of product design goes to Tesla

BMW unveils 2 series coupes. 

Boeing gets $21 billion in plane orders from China, report says. 

BP ramps up drilling again.

Chipotle backs "Food for Thought" content area on Huffington Post.

Chobani touts quality in new campaign after recall.

Coca-Cola Femsa says new tax in Mexico would hurt jobs.

Dunkin' Donuts rolls out enhanced loyalty program.Continue reading...

brand news

In the News: Nielsen, HBO, Juicy Couture and more

Posted by Dale Buss on October 8, 2013 09:21 AM

In the News

Nielsen formally unviels plans to track TV-related conversations on Twitter

HBO brings a la carte programming to Google Play

Juicy Couture brand is sold for $195 million. 

ACE bandage brand partners with LL Cool J for promotion. 

Alcatel-Lucent sheds 10,000 jobs.

Amazon defeats IBM in CIA cloud dispute.

Burt's Bees tweaks literary classics in Vine, Instagram campaign.

Dollar General opens 11,000th store.

Dunkin' Donuts adds SoCal units.

Google puts support behind program to create affordable internet. 

JCPenney sees bottoming-out.Continue reading...

chew on this

Dunkin' Donuts Drives Demand with Limited-Time Offerings

Posted by Dale Buss on October 4, 2013 03:46 PM

Dunkin' Donuts has revitalized growth in large part by being just a bit contrarian. As in not caring as much about offering "value" or even healthy eating as other fast-feeders seem to.

That approach was texturized this week for attendees at an industry summit by Paul Carbone, CFO of the Massachusetts-based chain. He didn't glaze over the necessity for Dunkin' to pay attention to its value proposition or to care about better-for-you treats. But he made it clear that Dunkin's recent and ongoing focus has been on generating new sales and taking market share by focusing on new products, especially limited-time offerings.

"It's not like we ignore value, but it's all about differentiated product" such as Dunkin's limited-time wraps and sandwiches, Carbone said, according to FoodBusinessNews.net. "We're constantly taking winners [and interchanging them]. This is the idea of winning begets winning."Continue reading...

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