Wednesday, May 28, 2008
  • Activision's Guitar Hero, 'Idol' Ad, Video Has Legs

    [Entertainment] Amy Shea, EVP at branding firm Brand Keys, says the company connected the product and the brand to consumers' life experience by getting them to telegraphically access a set of images stored in memory. "Even if it's been done before, it's not a mistake for others to try it again," she says. "This time it could have a greater impact on consumers as long as there is a clear connection between the theme and the brand." ...Read the whole story

  • Ford Benefits From Shift In Focus To A Glass Half Full

    [Automotive] In a study, Toyota and Ford are tied in most segments, each having three vehicles on top. "We look at how many problems you have, their severity, but also things that create delight in a product: headlights: function, design, ease of use. Furthermore, we look at what the vehicle did on an emotional level for customers," says Alexander Edwards, president of Strategic Vision's automotive division. ...Read the whole story

  • Kraft Among Kennedy Space Center's New Corporate Partners

    [Food] The campaign, tied in with a space adventure featuring cartoon character "C. Rex," includes 38 million boxes in grocery stores nationwide and is being supported by a national 30-second commercial on kids' shows, point of sale signage and an interactive Web site. The contest ends Saturday. ...Read the whole story

  • Sears Teams Up With LL Cool J, Benetton

    [Retail] The company says it chose a persona with broad demographic appeal, "representing the true cross-section of the American public that Sears embodies, and working with someone who would be committed to making the good life attainable to our customers." ...Read the whole story

  • New Ads For Hanes Star Sheen, Jordan In Oddball Comedy

    [Packaged Goods] The ads bow Monday during the NHL Finals on NBC and will air later in the week during the NBA Finals on ESPN and Nascar on ESPN. The 15- and 30-second spots follow Charlie Sheen as he plays himself, but with an elevated obsequious hormone, that makes him horribly fawning whenever he sees Michael Jordan. In this case, his sycophantic devices involve the fact that both he and Jordan wear Hanes Lay Flat Collar and No Ride Up Boxers. ...Read the whole story

  • Study Finds Advertisers Don't Quite Get Shopper Marketing

    [Research] The Promotion Marketing Association's Bonnie Carlson says that, done right, shopper marketing "is all about making it easy for shoppers, so things like packaging and store layout become very important." An example, she says, is a little kitchen set up by Nabisco near the dairy case: "That puts its crackers near the cheese, and its cookies near the milk. It can both surprise and delight a shopper." ...Read the whole story

  • Automotive Marketer Wilhite Resurfaces At Jumpstart

    [Automotive] Veteran automotive marketer Steve Wilhite has joined Jumpstart Automotive Media in the newly created position of president. Wilhite, who has held high-level positions at Hyundai, Volkswagen and Nissan, will direct all sales, marketing and product development for the San Francisco-based automotive publisher rep firm. ...Read the whole story