Branded Entertainment: Macy’s, Kraft, Diet Coke, Publicis

Macy’s is no stranger to TV, what with fireworks displays and parades down Broadway. But the retail giant is coming to the small screen this holiday with a new 3D animated movie that was put together in collaboration with its agency of record, Mediaedge:cia.
macys_christmas

Kraft branded entertainment for the holidays
Today, Nabisco-owned Kraft unveiled a new print and online campaign that narrates the story of three crackers: Ritz, Triscuit, and Wheat Thins. The new campaign comes at a time where brands expect increased eat-at-home consumption for the holidays. To create the campaign, Kraft contracted the services of four ad agencies: Euro RSCG, Momentum WW, the Starcom MediaVest Group and interactive agency Digitas. The campaign evolved from holiday recipe booklets that Kraft inserted in numerous holiday publications, including Better Homes & Gardens, Ladies Home Journal and Country Home. Over a million US magazine subscribers will be receiving a complementary copy of “The Tale of the Magical Crackers,” which tells the story of the three Kraft crackers that magically regenerate each time the narrator—a dog—of his care takers take a bite at them.

Diet Coke has long associated its brand with style and entertainment. Now it’s kicking off a new program that it hopes will continue this by melding branded entertainment with the latest in digital syndication strategies.
The “Style Series presented by Diet Coke” starts Tuesday with appearances by singers Robin Thicke and Rihanna and designer Cynthia Rowley. Fans can watch the show on billboards in Times Square, through their mobile phones, online at Diet Coke.com and through ad placements on sites like People.com, Instyle.com and DailyMotion. Two more specials are set for early ’09.

Publicis Groupe Media creates branded entertainment division
Publicis Groupe Media is launching a new division solely dedicated to branded entertainment: Core. The division aim to deliver “true branded entertainment that builds a deeper emotional relationship with consumers, and ensures clients’ products and services are seamlessly embedded within media channels.”

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