Brands Giving Back: Pepsi, McDonalds

Instead of spending millions on commercials for this year’s game, Pepsi is putting its cash in the Refresh Project, an online cause marketing campaign that asks readers how the company should give away its grant money.


McDonald’s: Monopoly Free Parking
To celebrate the return of Monopoly at McDonald’s, Cossette, Vancouver brought the game’s Free Parking to the real world, providing free spots for 1,500 cars daily in various lots throughout Western Canada.

Related:

Pepsi Decides to Use the NFL a Different Way (marketingpilgrim.com)
Social Marketing Gone Awry: Pepsi Refresh Needs To Refresh Its Security Settings (techcrunch.com)

Pepsi kicks Super Bowl and goes social (tomaltman.com)
Pepsi’s Social Marketing Campaign Stumbles Out of the Gate (seekingalpha.com)

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Miller’s 1-Second Spots: Viewers Blinked, Missed Them

Why So Few Saw Miller’s High Life on NBC
Millions of Super Bowl viewers who read about Miller High Life‘s one-second Super Bowl ads but didn’t see them during the game probably assumed they simply missed them because they were grabbing a beer in the bathroom — or blinking. But the real reason many viewers — including those in major markets such as Chicago, Los Angeles and New York — missed the fleeting image of Miller spokesman Windell Middlebrooks quickly shouting “High Life” is because NBC, which aired the game Feb. 1, issued a directive to its owned-and-operated station affiliates not to run the local spots from the value-oriented beer brand.

miller 1 second ads

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Brands v Content: Bacardi, Pepsi, Kraft, Kellogg’s

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.

groove armada bacardi

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.

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Superbowl XLIII: Ads Will Suck A Bit, Link To Web

Over the years, it has been called the Ad Bowl, the Bud Bowl and the Buzz Bowl. Super Bowl XLIII on Sunday will probably go down as the Hard-Sell Bowl.As the economy soured, advertisers began crafting a hard-sell approach to their game ads, and the results will be on display Sunday. They offer a stark contrast to the slapstick of Budweiser‘s flatulent horse and Electronic Data Systems‘ Herding Cats branding ad that in past years tended to soft-peddle products and services.
5559_11
The Super Bowl advertising ranks are usually filled with the big boys of marketing: Anheuser-Busch, Coca-Cola, PepsiCo. And now: Cash4Gold?
For television viewers, the Super Bowl offers an annual midwinter spectacle. On Sunday, in addition to a football game and a halftime show, they can watch Madison Avenue try to walk a tightrope. The advertisers, which are spending up to $3 million for each 30-second commercial during Super Bowl XLIII, have a tricky task before them. They must figure out the right way to speak to consumers worried about the wretched economy while at the same time not ignore the long-standing appeal of Super Bowl Sunday as a night of escapist fare.
Determined to get their money’s worth, many of Super Sunday‘s advertisers have been using pre-game Web efforts to rev up anticipatory interest in the commercials. But the process works in the other direction, too, according to a survey conducted last week for advertising/marketing/consulting firm Hanon McKendry. Thirty percent of respondents who plan to watch the game said seeing the telecast’s commercials makes them more likely to visit an advertiser’s Web site.
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Snippets: WoW Beijing, Weatherproof Superbowl, Starck Keeps It Real

As the Super Bowl nears, Weatherproof Garment Co. is hoping to use the big game’s hefty advertising price tag — about $3 million for 30 seconds — along with the recession, to draw attention to itself. Weatherproof is proposing to divvy up a single 30-second spot with nine other corporate marketers, with each company paying $300,000 for three seconds of TV time.The small apparel company shelled out about $3,000 to run an ad in Wednesday’s Wall Street Journal looking for potential partners after it sent its offer to 100 companies without finding a taker. “Attention deficit growing … Say It Short — Say It Fast!” the ad urges, above a picture of a football.
superbowl
The LA Times recently let iconic designer Philippe Stark loose on a shopping spree to the thrift store chain Big Lots to find out his take on living elegantly and economically. Once in the store, Stark grabbed a cart and said “We shall see. Give me 20 minutes.”Stark roamed the aisels of the store packed with closeout merchandise on a mission to find items that caught his eye but also reflected his embrace of sensible consumerism by selecting quality over quantity. “You must be very rigorous,” he says, sifting through discounted wares in search of the gems. “Try to find the essence, the most iconic or simple representation of a thing. Look for the bowl that looks most like a bowl. That means we must avoid colors and patterns, and everything that can be trendy.”
stark_big_lots
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Slow News Day At CNN, Inaccuracies Pointed Out By Social Media-Verse

CNN’s “Political Ticker” team were clearly stuck for a story yesterday, and the best they could manage was a regurgitated AP piece about Joe Biden, who was apparently “booed” at an Eagles v Giants game: “As Eagles fans watched their team lose to the New York Giants Sunday night” opined CNN “a shot of Biden on the big screen elicited boos from the notoriously tough home crowd”

joe_biden1

I scrolled down to peruse the comments and found something from “Rad Phil” that gave the true story (corroborated by numerous other comments).

“My god……You got to love the anominity of the internet, because these people come out in droves and say some stupid crap that they can only get away with without seeing their faces.

To clarify:

They booed the non-call on intentional grounding by Eli.

I will repeat (and for those that don’t seem to get this afterwards)

THEY BOOED THE INTENTIONAL GROUNDING BY ELI.”

Ho hum. Social Media 1 : Traditional Media : 0

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