Tuesday, March 15, 2011

Tuesday Night Marketing News from Mediapost

Shoes, cars & SXSW. Click and read more:

by Sarah Mahoney
Adidas says "All Adidas," the marketing campaign it will unveil March 16, is its biggest brand campaign ever. The German company will use 30-second and 60-second TV spots, plus a two-minute online video, to convince consumers that Adidas is a brand that means something both on and off the field. ...Read the whole story >>
by Karlene Lukovitz
A big first is enabling non-attendees to view the events for the first time through live streaming of the event's keynotes and panels on pepsico.com/sxsw and the site of PepsiCo partner Fast Company. "One of our major goals was to make the SXSW experience -- 'the Davos of Digital' -- available to more people," says Bonin Bough, global director of digital and social media at PepsiCo. ...Read the whole story >>
by Karl Greenberg
"Business Unusual" centers on a series of documentary-style Web videos that started on Feb. 28, featuring blogger, comedian and invention enthusiast Chris Hardwick, who takes a road trip to find stories of entrepreneurs: those who have taken a risk and turned an idea into a successful business. The underlying idea is that these people embody Cadillac's brand identity, and also the ideal Cadillac customer. ...Read the whole story >>
by Tanya Irwin
The campaign, the first work for the brand from Publicis New York, aims to capture the unforgettable experiences people have while traveling, rather than focusing solely on the destination or earning points, Hilton Worldwide Senior VP Jeff Diskin tells Marketing Daily. ...Read the whole story >>
by Karl Greenberg
The program is supported by a TV ad push starting March 14 on prime time, as well as radio, print and a grassroots effort in 10 major markets. The ad campaign runs through April and the local market events include street teams, OnStar's road show, GM-vehicle test drives and activation around local events. ...Read the whole story >>
by Aaron Baar
"As someone who uses [a smartphone for shopping], I'm not surprised by the results," Jeff McKenna, a senior consultant for Chadwick Martin Bailey, tells Marketing Daily. "What's surprising is that it reaffirms what I had expected so strongly." ...Read the whole story >>
Packaged Goods
by Sarah Mahoney
In its ongoing attempts to smooth the rough spots off American men, Unilever says its Dove Men+Care is unveiling the latest in its "Journey to Comfort" videos, including one of basketball legend Earvin "Magic" Johnson. And in the first-ever iAd for iPad, fans can also play a trivia game that will give them a shot at meeting Johnson in person, as well as win tickets to the 2012 NCAA Men's Final Four in New Orleans. ...Read the whole story >>

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