Bacardi v Groove Armada
Six weeks before Groove Armada will be releasing their new EP through traditional download stores, the first track appeared Bacardi B-Live, where registered users can download it for free. They can access the second track as soon once they’ve shared the first with 20 friends. The third MP3 can be heard when the first has been shared 200 times, and the fourth when 2,000 ‘friends’ have hear the first track. Sharing is made easy by supplying users with widgets for their websites and Facebook profiles. The sharing application was launched last week and will be available until 2 March 2009.
In a move that some viewers considered shocking, cast and crew from the Peacock Network’s venerable “Saturday Night Live” crafted three ads for Pepsi
that essentially grafted mentions, cans and logos of the famous soda into three different executions of “MacGruber,” a long-running spoof of the old “MacGyver” TV series. The ads looked just like “SNL” skits but ran during commercial breaks on the Jan. 31 edition of the show. One of the ads also appeared during the recent Super Bowl
. Pepsi’s ad agency, Omnicom Group
‘s change-resistant TBWA/Chiat/Day, had little if any involvement in the commercials.
Kraft is “getting the b(r)and back together” and building a campaign for Crystal Light around Estelle and her upbeat song, which is centered on a special Web site (upumpitup.com). Site visitors will be able to download free copies of a full-length version of “Star” before it is available for sale in March on Web sites like Amazon and iTunes
Kellogg’s drops Phelps after bong controversy
Kellogg’s has become the first major sponsor to end an endorsement deal with swimmer Michael Phelps, calling his behaviour “not consistent” with its image, after the News of the World published photographs of the Olympic gold medallist smoking out of a glass pipe. The US cereal manufacturer said it would not renew its contract with Phelps, which expires at the end of the month.
‘The Prince’s Waitress Wife
‘ opens at a Six Nations match at Twickenham
with a sex scene in the President’s Suite after heroine Holly is seduced by a prince. The RFU hopes the books, which will bear its logo and include an explanation of the rules of the game with tips on what to wear to matches, will help bring more women fans into rugby
Clare Somerville, sales and marketing director at Mills & Boon, said the books have familiar ingredients such as “jet set locations, hunky alpha male hero … but in a rugby context”. Somerville added: “The RFU may not seem like a likely partner but it’s an apposite match. About one third of rugby supporters are women and the RFU is obviously keen to widen its female audience.The RFU has been great to work with and hasn’t been so precious about its image, it has let us get on with it. There is quite a bit of naughtiness that goes on, but the RFU has realised that it is all about good wholesome fun.”
Disappointingly this isn’t a brand new idea. Mills & Boon’s parent company Harlequin already has a similar licensing partnership with the American racing car body Nascar.
This morning began fairly inauspiciously, but as I loitered on the Subway platform, I noticed a rather badly art-directed ad for the latest Jason Statham vehicle “Transporter 3“. I was moved to chronicle said design deficit, and snapped a picture with my iPhone (well, its no good for calls, websurfing or emails after all). I do actually dimly recollect watching bits of Transporter 1 on a plane with the sound off, and thinking it resembled a long car ad. (And there was a part 2? Who knew!)
I have no beef with product placement (quite the contrary), but only if it is done well … that is to say adds value to the production, and is seamless and intuitive. At the most basic level, sadly, I think the way Audi was integrated on to this billboard – and let’s be fair to these guys – looked shit. The car looks grafted on! I fear this may presage the way the car is featured in the film…
A lot of car manufacturers got “BMW Films” envy, and Audi seem to be one of them. I’ll withhold judgment – as I haven’t seen the film, but my initial reaction is that they failed to make the Audi integration seamless and intuitIve, which for me is the measure of success.
Conversely, Mercedes had their cars removed from the new movie ‘Slumdog’. Evidently, “Slumdog” presented an entertainment marketing conundrum: Only a handful of companies have the global presence to benefit from the worldwide exposure that a motion picture generates, but they also have widely divergent customer tastes to meet — and often divergent business priorities.