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branded entertainment

Honda Hopes to Drown Out Rivals with Ambitious Music Platform, Honda Stage

Posted by Dale Buss on June 12, 2014 05:49 PM

Many brands that want to reach Millennials are becoming their own creators and curators of music, both live and online, aHonda executives believe there’s no reason their brand can’t compete with Amazon, Apple and others in this realm, much less other auto companies.

So Honda has just launched Honda Stage, a multi-platform music program designed to meet music fans in environments where they’re already searching for and consuming music, providing Honda an opportunity to further build brand awareness and loyalty. Adding to the brand’s previous significant music initiatives such as the Honda Civic Tour that began in 2001, Honda Stage will offer a new YouTube channel, as well as 200 Honda-sponsored live events over the next year.

“Plenty of other companies have done a great job with music,” Tom Peyton, assistant vice president of advertising and marketing for American Honda Motor Co., told brandchannel. “But we think with more than 200 events lined up over the next year, as well as our online presence, we can have a constant premise and become known as a destination for music on an ongoing basis—and that’s the real difference.”Continue reading...

chew on this

Starbucks Experiments with Evening Fare as QSR Brands Elevate Offerings

Posted by Dale Buss on May 28, 2014 05:22 PM

Starbucks has made sure that its fans don’t get too far ahead of their expectations, but the company clearly is nibbling into dinnertime with the opening of a concept eatery by its La Boulange brand in Los Angeles next month that will stay open until 10 p.m.

Evening has always been Starbucks’ weakness, of course, with outlets typically closing too early to enjoy a lot of the after-dinner or after-event trade while competitors such as Panera devour the dinner crowd. So while Starbucks hasn’t announced a major initiative for its eponymous brand around dinner, it clearly is blessing what La Boulange Bakery—the San Francisco chain that Starbucks acquired in 2012—is doing.

The menu of the La Boulange restaurant starts with sandwiches, salads and omelets, Bloomberg Businessweek reported, and adds later-in-the-day options including croissant burgers, cocktails, beer and wine.Continue reading...

ad watch

Coke Captures Cola Fandom in First-Ever User-Generated Ad

Posted by Alicia Ciccone on May 21, 2014 10:56 AM

Coca-Cola has hopped on the UGC bandwagon with its latest installment in "The AHH Effect" campaign aimed at teens.

Following in the footsteps of Airbnb's use of Vine videos, PepsiCo's fan-produced Super Bowl halftime spot, and Canon's Project Imagin8ion, Coke used fan-submitted video clips to form a new TV commercial, which premiered Wednesday and will air across teen-focused networks like CW, MTV and Adult Swim, Adweek reports

Teens were invited to share—and record—what it feels like to take a sip of Coke. Out of over 400 submissions, 40 short videos were selected to be edited into the TV spot, with submissions hailing from around the world. The 30-second spot features fans striking a pose, dancing (in a polar bear costume) and taking a dip in the ocean, among other things, after drinking the bubbly beverage.Continue reading...

chew on this

Yes We Can: U.S. Canning Industry Gets Cooking to Woo Millennials

Posted by Mark J. Miller on May 8, 2014 05:36 PM

Baby Boomers are skipping a generation and handing their power position over to Millennials—at least in the food department. According to FastCasual.com, Millennials and Hispanics will be the driving force behind America's eating behaviors in the next five years while the Boomers' numbers continue to dwindle. 

NPD Group's "The Future of Eating: Who's Eating What in 2018?" report indicates that both Millennials and the members of "Generation Z" (0 to 23-year-olds) would like to have "more involvement—not necessarily more complexity—in preparing their meals, especially at breakfast." Growing interests in food preparation follow the all-natural eating trends that still dominate the market.

But the NPD research is only adding to the uphill battle that canned goods makers—and more specifically, those who make the cans—are fighting.

The Canned Food Alliance, a consortium with the American Iron and Steel Institute that includes steel makers and can manufacturers, is hoping to give canned foods a reputation boost after food-can shipments have declined 14 percent in the last decade, according to Reuters.Continue reading...

campaign tactics

Nissan USA CMO Interview on Snapchat, Hispanic Outreach for Altima

Posted by Dale Buss on May 7, 2014 12:11 PM

Nissan is trying to add to its US marketplace momentum with a new campaign that uses a subterfuge technique with a long and successful history in commercials to underscore the performance chops of its Altima. "Ride of Your Life" demonstrates that Altima has convincing "vroom" under the hood even though it's the brand's flagship four-door, family sedan.

Also intended to generate excitement for the brand's year-end closeout sale and generate traffic to dealerships, the "Ride of Your Life" campaign hinges on a TV spot that launched on U.S. cable networks on Monday, driving traffic to ChooseNissan.com.

The spot depicts real consumers reacting with surprise and delight after riding in an Altima around a real racetrack. The catch: the stock car had been dressed to look like a racing version of Altima—and the delight came afterward, from consumers realizing that this was a version of Altima they could actually own.

"Performance is still very relevant to the American consumer," Nissan USA CMO Jon Brancheau told brandchannel about the concept and inspiration for the campaign. "In this case we're illustrating that in an exciting fashion with consumers who are genuinely surprised."Continue reading...

campaigns

Apple Looks to Connect the Dots for 5C Sales with Tumblr Campaign

Posted by Sheila Shayon on March 3, 2014 04:12 PM

Apple, which traditionally has kept its distance from social media, has launched a campaign for the iPhone 5C on Tumblr. 

The campaign, built around the tagline "Every color has a story," featured 15-second "colored" video ads (with a sixth in the works) in English, French and Spanish titled: "Porte de Lilas" (Gates of Paris), "Viva o Carnaval" (Live the Carnival), "Showtime," and "Enjoy the Show." 

Each video ad plays a different song and showcases the dots featured on the back of the iPhone 5C's official case and on iOS 7's dynamic wallpapers, with the dot effects forming into animations of rock concerts, carnivals, ice skating and more.Continue reading...

digital moves

Food & Wine Goes After Trendy, Hungry Millennials with New FWx Online Hub

Posted by Sheila Shayon on February 28, 2014 01:58 PM

Foodies and Millennials—could there be two more trendy consumer groups? Time Inc. doesn't think so, so its Food & Wine magazine has launched a new digital brand, FWx, geared toward the generation that loves to eat, drink and be merry.

The mobile-first consumers now have a didicated website that will play host to the usual fare of cocktail recipes and trending canapés, but also brief posts and 15-second FWx videos on topics like a quick rebound from a late night out, how to assess your date’s sexual persona from his eating habits and "cheat sheets" before your next cocktail party to appear au courant. 

"We feel like it’s a totally untapped market for lifestyle content," Alex Vallis, editor of FWx, told Adweek. "This demo, they’re omni-saturated,” Vallis added. “They want to read about food in these other contexts. You want to go to this party and have a really good time, but you want to look informed."Continue reading...

campaigns

Oakley Opens Doors to Design Inspiration in New Global Campaign

Posted by Mark J. Miller on February 28, 2014 12:52 PM

While Oakley has been around since 1975, the secretive accessories brand has never ran a global marketing campaign—until now.

The company's "Disruptive by Design" campaign puts a hard focus on the high-quality design that supports the Oakley brand. The campaign aims to show the "inner sanctum where its products have been mysteriously designed, in the hope of joining the ranks of high-flying sports performance brands like Red Bull and Nike," Adweek notes

"Disruption has always been core to our DNA and for the first time, we are giving insight into our practices," said Tom Cartmale, global brand communications director for Oakley.Continue reading...

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