2014 Brandcameo Product Placement Awards

social media watch

Facebook Looks to Cut Itself a Piece of TV Pie with 'Digital Water Cooler' Pitch

Posted by Sheila Shayon on October 1, 2013 03:54 PM

The gloves are coming off in the battle over social TV. Following Twitter's big—and successfulpush of its Amplify product, Facebook now is courting TV advertisers with big data through weekly 'TV reports.' 

“Facebook and Twitter are in a heated fight to own the Web’s town square, because becoming the go-to hub for real-time events like television shows could draw more user activity and more advertising dollars," the Wall Street Journal points out.

To entice broadcasters and advertisers, Twitter has teamed up with Nielsen to launch its TV Ratings report, but Facebook's weekly run-down, which will be sent to major players including ABC, NBC, Fox and CBS, plans to show that Facebook is just as good, if not better, of a partner to TV programming. But the two data streams are already showing a clash of cultures.Continue reading...

see you in court

Networks Aim to Break Dish Over Service Claims

Posted by Mark J. Miller on October 1, 2013 10:47 AM

Dish Network execs might like the name of its streaming service, “Dish Everywhere,” but those two words have gotten executives at DirecTV, Comcast, Cablevision, Cox, Time Warner Cable, and Charter pretty peeved—so much so that they've all filed a challenge to the term with the US. Patent & Trademark Office, according to Variety. Dish filed for the phrase back in September of last year, but it seems the other providers feel the word “anywhere” belongs to everybody.

But that's not the end of Dish's legal battles. The satellite provider is also battling Fox, which is making claims that the service's new Hopper DVRs with Sling are breaking retransmission laws. Sling allows content on Dish to be seen on other devices while the Hopper allows users to skip over lucrative advertisements.

But not everyone is hating on Dish right now. Dish and Disney, whose programming deal was set to expire midnight on Monday, were able to come to a temporary agreement so that Dish customers wouldn't experience a blackout of channels including ESPN, ABC Family and Disney.Continue reading...

digital moves

Ford Refreshes Fiesta Movement with Cross-Promotional Competition

Posted by Dale Buss on September 17, 2013 11:36 AM

Ford has learned a lot about social media marketing since launching the Fiesta Movement with 100 bloggers in 2009. Now the brand is applying all of that to its latest social iteration, "The Rider Challenge," an online reality-competition show that Ford is sponsoring with Live Nation Entertainment to help launch the 2014 Fiesta subcompact.

This time, though, Ford is asking its new crop of 100 bloggers and other "agents" to glean more insights from actual Ford customers and other consumers about the new Fiesta and then echo some of those throughout the bloggers' own sites.

"We're getting insights from agents' fans and followers, verbatims about what [consumers] think of Ford and the Fiesta—people who have actually raised their hands with interest in the car," Crystal Worthem, manager of band content and alliances for Ford, told brandchannel. "We'll be able to measure sales matches on them as well."Continue reading...

rules of engagement

Fox Boosts Viewer Engagement with Expanded Use of Real-Time Bing Pulse Poll

Posted by Sheila Shayon on September 16, 2013 06:49 PM

Fox News is breaking broadcast TV's fourth wall with Bing Pulse, an on-screen tabulation tool that lets viewers identify their political affiliation, gender, and “agree” or “disagree” with the show's talking topics in real-time.

Since July, Special Report with Bret Baier has experimented with the social tool that appears on-screen as a virtual poll, but afte successfully engaging viewers, the tool will now be used three times per week, including its addition to the newly-launched show MediaBuzz, anchored by Howard Kurtz.

“The next generation of viewer is going to expect more,” said Baier told Variety. “They are just going to want to have more ability to let their feelings be known and have some interaction and see some payoff.”Continue reading...

campaigns

Doritos 'Crash the Super Bowl' Campaign Goes Global with $1 Million Prize

Posted by Dale Buss on September 13, 2013 12:41 PM

Frito-Lay loves the response its "Crash the Super Bowl" crowdsourced ads get for Doritos when they run during the Big Game every year, but the brand isn't resting on its laurels. For Super Bowl XLVIII on February 2, the PepsiCo snack house is expanding the program in two important ways.

In its eighth year of the highly successful "Crash" campaign, Frito-Lay plans to open the contest to would-be commercial creators from around the world, all 46 national markets where the 70 varieties of Doritos are sold, eliminating its previous restriction to the United States. Since it began in 2007, the annual contest has invited only American consumers to create and submit 30-second homemade ads celebrating their love of Doritos.

And the ad with the most consumer votes online not only will run during the Super Bowl on Fox from Met Life Stadium but also will garner for the first time a huge cash prize for the creator: $1 million. Plus, that winner and the creator of the ad that Doritos selects as its favorite, which also will run during the game, will have the opportunity to work with Marvel Studios on the set of the next Avengers sequel.Continue reading...

brand revival

Power Rangers Enjoy Revival After 20 Years On the Air

Posted by Mark J. Miller on August 28, 2013 06:06 PM

When the Mighty Morphin Power Rangers first hit American TV screens with “Day of the Dumpster” 20 years ago today, no one would have expected over 4 million faithful viewers to be tuned-in by the end of its first season—a number that ballooned to 6.9 million by the end of season two. 

But fans loved it. The mash-up of Japanese-inspired action and US-produced drama—not to mention brightly-colored spandex—created a pop-culture phenomenon, one that many major networks at the time chose to turn away from. In fact, Fox was the only network that took a chance on the new series, which has arguably had its share of ups and downs over the nearly 800 episodes that have aired.

Still, the kids series created merchandise heaven for retailers, amounting to nearly $1 billion by 1995. The brand was eventually bought up by Disney, where it languished, cycling through themes that included Power Rangers as space cadets, ninjas and race car drivers—all of which ate away at the original brand's success. In 2010, the original owner, Saban Brands, bought it back from Disney with a mission to revive the characters and series.Continue reading...

The Big Game

General Motors Plans Super Bowl Return in '14 to Support Slew of Chevy Launches

Posted by Dale Buss on August 23, 2013 07:00 PM

Now that one shoe has dropped in favor of Super Bowl advertising in 2014, will the other one? General Motors has indicated it's returning to the Big Game platform that it left for one year last February. Will Ford come back to the Super Bowl after a few years' absence as well?

The sure thing: GM has announced that it plans to return to Super Bowl XLVIII on Fox, on February 2, after sitting on the sidelines last year in a high-profile move spearheaded by an executive who no longer is with the company. This time around, new Chevrolet marketing chief Tim Mahoney said in a statement, it makes absolute sense for his brand, at least, to have a presence on the world's biggest advertising stage once again.

"The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans," he said in a statement. "The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks."Continue reading...

The Big Game

Are You Ready for Some Football? Because Brands Are Ready for the Super Bowl

Posted by Dale Buss on August 22, 2013 07:04 PM

The first kickoff isn't even for two weeks yet, but already Fox is drooling at the possiblities for the post-season of the National Football League. That's because it seems likely to fetch around $4 million from brands for a 30-second spot in its broadcast of Super Bowl XLVIII on February 2, and it has already sold about 85 percent of its advertising inventory for the game.

That price wouldn't necessarily set a record, because CBS said it sold some ads for $4 million in its recent broadcast of the Super Bowl, according to Variety. But the figures do suggest that advertisers continue to covet the world's biggest marketing stage in part because it's the most-watched live event on the globe—and shows watched live on the TV screen keep disappearing.

"It's incredible the way people are attached to live sports, and certainly the NFL is the top of that," Neil Mulcahy, executive vice president of sales for Fox Sports Media Group, told the publication. "You know exactly the audience you're getting. You can figure out the kind of return on investment, becase it's always there."Continue reading...

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