Tag Archives | Marketing

Insanely Interactive Trailer for ‘Scott Pilgrim vs. the World’ (Video)

Here's a fairly insane marketing effort by Universal Pictures for their upcoming Scott Pilgrim vs. the World. Created in a 8-bit video game style, this "I-trailer" has commentaries, videos, making of footage and other stuff that usually is included in the DVD extras or commentary. (Click the image below for the trailer.)

Scott Pilgrim Perhaps interactive trailers will become as commonplace as 3D has become for big budget films ... coming off the buzz this film had a Comic Con, they certainly have kicked it up a notch.

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Corporations Are Placing Their Brands In Your Subconscious Mind

From Nielsen, the TV audience ratings company, an article on its blog by Dr. A.K. Pradeep, CEO of NeuroFocus, Inc. and author of the forthcoming book, The Buying Brain: Secrets for Selling to the Subconscious Mind, which provides the knowledge and the tools necessary to help marketers understand how to appeal to the subconscious on a very practical level by covering the five major areas of neuromarketing practice: brand, products, packaging, in-store marketing, and advertising:
Each year a trillion dollars is spent on communicating to and persuading the human brain, yet few understand how the brain really works—what’s attractive to it, how it decides what it likes and doesn’t like, and how it chooses to buy or not buy the infinite variety of products and services presented to it every day. Neuromarketing research is revealing a myriad of fascinating insights that help improve the effectiveness of every aspect of clients’ brands, products, packaging, in-store marketing, advertising, and entertainment content...
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KFC Buckets For The Cure Pinkwashing Campaign

Mike Adams for Natural News:

Susan G. Komen for the Cure has now crossed the line into asinine idiocy thanks to its new alliance with Kentucky Fried Chicken (KFC), where pink buckets of fried chicken are sold under the slogan, “Buckets for the Cure.” I’m not making this up. See the ad image below:

bucketforthecure

This idea that buying fried chicken is actually going to cure cancer is one of the most utterly idiotic health ideas yet witnessed in American pop culture. Komen for the Cure is so far gone from reality that the organization apparently doesn’t even think twice about suggesting such an absurd idea. Eat more fried chicken, folks, and then what? Loading up on that kind of a diet is more likely to cause you to kick the bucket than to find a cure for cancer.

Does fried chicken actually promote cancer?

Fried chicken, you see, is coated in starches.

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‘I’m With the Brand': How The Black Eyed Peas Became The World’s Most Corporate Band

The Black Eyed Peas in Paris. Photo: Nicolas Genin (CC)

The Black Eyed Peas in Paris. Photo: Nicolas Genin (CC)

In the music business these days, it’s not about selling the most CDs, it’s having the best sponsors. John Jurgensen tells how the Black Eyed Peas became the face of Samsung, Apple, BlackBerry, Bacardi and more, in the Wall Street Journal:

About 30 minutes into every concert on the Black Eyed Peas’ current tour, band leader will.i.am performs a freestyle rap, riffing on text messages sent by audience members. It’s a flashy solo turn for the musician who has steered the group since 1995. It’s also a moment in the spotlight for the tour’s primary sponsor, BlackBerry, which delivers the messages scrolling up two huge screens on the stage.

On its path from rootsy L.A. hip-hop troupe to pop juggernaut, the Black Eyed Peas have been escorted by a parade of corporate backers. From Coors to Levi’s, Honda to Apple, Verizon to Pepsi, brands have padded the group’s video budgets, underwritten its tours and billboarded band members in prominent places.

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Weight Watchers Endorses McDonalds

McDonald's logoWeightwatchers logoHow to destroy your brand fast! As reported in the Guardian:

McDonald’s is hardly an ideal dining location for anyone struggling to stay slim. But the fast food chain scored a PR coup today when Weight Watchers agreed to endorse some of its products in New Zealand – a move met with outrage by nutritionists and obesity experts.

As part of the deal, which the company says is the first of its kind in the world, McDonald’s will use the Weight Watchers logo on its menu boards and Weight Watchers will promote McDonald’s to dieters.

The link-up is the fast-food chain’s latest attempt to improve its reputation by securing endorsements. In January, to the horror of gastronomes, Italy’s agriculture minister, Luca Zaia, helped launch the McItaly range of burgers. For a representative of one of the world’s greatest culinary nations to do such a thing was “a sign of the moral bankruptcy of Silvio Berlusconi’s government”, wrote Matthew Fort in the Guardian.

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Campbell Soup’s Neuromarketing

Who knew neuromarketing even existed? I won't be buying any Campbell's soup for a while, that's for sure. From the Wall Street Journal:
The bowls are getting bigger and steamier, but the soup spoons are going away. Those are among the biggest changes Campbell Soup Co. is making in decades to the iconic labels and shelf displays of its condensed soups—the company's biggest single business, with more than $1 billion in sales. The changes—expected to be announced Wednesday—will culminate a two-year effort by Campbell to figure out how to get consumers to buy more soup. Condensed soup has been a slow-growing category in which budget-conscious consumers have little tolerance for price increases. In the hunt for a better connection with consumers, Campbell Soup Co. is relying on new neuromarketing studies to guide the redesign of its condensed-soup packaging. The research looks at psysiological responses -- such as perspiration and increased heart rate -- to marketing...
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Are Buzz Agents Among Us?

We Know What You Want: How They Change Your MindChristine Loman writing for Buzzsaw:
In the summer of 2001, 40 beautiful women whispered “save me” into the ears of men in San Francisco, dropped business cards into their pockets and promptly disappeared. The question, “Is it just a game?” was found scrawled in red lipstick on bathroom mirrors. Men dressed in black suits and dark sunglasses stood on the corners of busy streets during rush hour with cardboard signs that read, “The truth is majestic” and “They are watching you.” The bottoms of donut boxes sent to office buildings read, “Who feeds you your information?” All were part of an advertising campaign mirroring the content of a new video game called Majestic. The brainchild of San Francisco-based Ammo Marketing, the campaign succeeded in generating press and users to Majestic. Part of this success, according to Martin Howard, author of We Know What You Want: How They Change Your Mind, may have been due to the use of buzz agents in the campaign.
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Why ‘Avatar’ is Actually the 26th Biggest Movie of All Time

I'm not saying it's rank won't increase, but here's an interesting point from The Live Feed:
Boxoffice is arguably more straightforward to report than TV ratings. You have this weekly Top 10 list of returns, you compare each movie to the other movies. TV ratings are a murky swamp where one network's hit is another network's flop and context is not just a factor, but often the entire story. Han fucking soloYet one respect in which boxoffice reporting is pretty odd — emphasizing ticket grosses yet rarely mentioning ticket sales. That would be like always reporting how many ad dollars sold off Lost and not mentioning the number of viewers that actually watched the show. With everybody reporting how Avatar is The Biggest Movie of All Time based on grosses ($1.859 billion and counting), it's important to remember how rising ticket prices skew the returns. Here's the Top 10 movies of all time ... by number of tickets sold: 1. "Gone With the Wind" (1939) 202,044,600 2. "Star Wars" (1977) 178,119,600 3. "The Sound of Music" (1965) 142,415,400 4. "E.T.: The Extra-Terrestrial" (1982) 141,854,300 5. "The Ten Commandments" (1956) 131,000,000 6. "Titanic" (1997) 128,345,900 7. "Jaws" (1975) 128,078,800 8. "Doctor Zhivago" (1965) 124,135,500 9. "The Exorcist" (1973) 110,568,700 10. "Snow White and the Seven Dwarfs" (1937) 109,000,000
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Naomi Klein: How Corporate Branding Has Taken Over the U.S. Government

Naomi Klein writes in the Guardian:

Ten years after the publication of No Logo, Naomi Klein switches her attention from the mall to Barack Obama and discovers that corporate culture has taken over the US government.

In May 2009, Absolut Vodka launched a limited edition line called “Absolut No ­Label”. The company’s global public relations manager, Kristina Hagbard, explained that “For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea that no matter what’s on the outside, it’s the inside that really matters.”

A few months later, Starbucks opened its first unbranded coffee shop in Seattle, called 15th Avenue E Coffee and Tea. This “stealth Starbucks” (as the anomalous outlet immediately became known) was decorated with “one-of-a-kind” fixtures and customers were invited to bring in their own music for the stereo system as well as their own pet social causes – all to help develop what the company called “a community personality.” Customers had to look hard to find the small print on the menus: “inspired by Starbucks”.

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