Friday, February 12, 2010

Friday Night Marketing News from Mediapost

and we swing from Superbowl to Olympic mode...

by Karlene Lukovitz
The campaign, dubbed "The Spark" in reference to the brand's 2009-updated logo, features hip-hop musician Drake and includes multiple TV spots, online music remixing and movie-creation tools, mobile, outdoor and print elements. In addition, the brand is leveraging its NBA relationship via new efforts such as a new amateur dunking contest, as well as its step-team competition for college students. ...Read the whole story >>
by Aaron Baar
According to the ESPN Sports Poll, conducted by TNS and Electronic Arts, more than a third of sports video game players say they spend as much or more time playing the game than they do following the same sport on television. Among these players, 75% of them said the in-game advertising helped reinforce the company's real world sponsorship. ...Read the whole story >>
Packaged Goods
by Karl Greenberg
Procter & Gamble is launching its first-ever corporate marketing campaign and single-largest integrated campaign to date around the Winter Olympics. Besides individual sponsorship programs with 17 of its brands and endorsement deals with nearly as many individual athletes, the company is running two TV spots that are all about Procter & Gamble and its commitment to moms. ...Read the whole story >>
by Sarah Mahoney
Launches are likely to include more toys in the building sets category, which NPD says jumped 23% in sales last year, and arts & crafts, which climbed 7%. Sales of youth electronics fell 17%, and the humble stuffed animal didn't do much better, with sales declining 13%. ...Read the whole story >>
Financial Services
by Tanya Irwin
The spot debuts Feb. 12 during the opening ceremonies of the Winter Olympics and will run in conjunction with other spots in the campaign. In addition to the two weeks of Olympics coverage, the ads will run on two financial networks and play during high-profile sporting events, including professional golf, professional tennis and college basketball tournaments. ...Read the whole story >>
by Karl Greenberg
Gene Brown, VP marketing, says Suzuki's decision to get more involved in online social media comes as those channels have "reached critical mass in the American psyche and lifestyles. So we feel it's important to make it available if consumers are interested in interacting with our brand this way," he says. "The flip side is, it's an easier way for us to find out about our consumers." ...Read the whole story >>
Yahoo Hopes to Generate Visits At Olympics

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