Partnerships: Foursquare v Starbucks, Courvoisier v Daily Show

Foursquare Lands New Partnership With Starbucks
Starbucks is partnering with location-based social network Foursquare to offer discounts to its most loyal customers, Mashable reports. The “mayor” of each Starbucks location — the person who has checked-in there on Foursquare the most — is entitled to $1 off of any Frappuccino. It’s a one-time offer, lasting only for the next month, but Foursquare says it is confident that it will continue working with Starbucks on more offers in the future.

Courvoisier, the UK’s number one selling cognac, is to become the first sponsor of More4’s The Daily Show. The deal, brokered by ZenithOptimedia, forms part of a £15m investment in Courvoisier in the UK this year by its owner Maxxium. It will comprise a series of idents screened from 2 June for a whole year, aimed at promoting Courvoisier as a mixable and versatile drink for cocktails and punch. The move follows its 3D advertising campaign on Channel 4 in November.
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Branded Entertainment or Branded Utility? McCafe on Hulu

I screengrabbed this a while ago and just got around to blogging it. I am a massive fan of brands bringing us entertainment or utility (getting away from the zero-sum value exchange, interruption etc). McCafe allegedly unleashed a “marketing blitzkrieg”, and I’m pleased they didn’t spend it all on McCafe TV ads.

mccafe

Hey, I am not going to knock a commercial-free Daily Show, but it would have been nice if there had been some raison d’etre (forgive my lack of circumflex) for this association. That said, I assume for a launch one of the main objectives would initially be “awareness” over “relevance” so all in all I give this a thumbs aloft.

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