Volkswagen launched an innovative integration with Discovery Channel’s Shark Week to attract a male audience to the Beetle.
David Matathia, director of marketing communications at Hyundai Motor America, discussed how Hyundai reached out to Millennials via music during the launch of the Veloster.
Beth Lawrence, EVP, digital ad sales, and Jon Steinlauf, EVP, ad sales and marketing at Scripps Networks Interactive, discussed how brands such as Delta and Kindle were successfully integrated into its lifestyle programming.
In this presentation, Beth Lawrence, EVP, digital ad sales, and Jon Steinlauf, EVP, ad sales and marketing at Scripps Networks Interactive, discussed how brands such as Delta and Kindle were successfully integrated into its lifestyle programming.
With zombie popularity on the rise, Hyundai worked with The Walking Dead and landed the Hyundai Tucson and Elantra as characters in the TV show and comic book to attract the elusive Generation Y. The presence of Hyundai as the “ultimate Zombie Survival Machine” culminated at the biggest pop-culture event of the year, San Diego’s Comic-Con.
IBM’s Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback.
Jill Allemand, vice president, integrated marketing, Warner Bros. Worldwide Television Marketing, shared three examples of successful product integrations facilitated by Warner Bros. with TV shows on FOX, CBS, and the CW.
Geoff Carroll, Global Brand Director, Call of Duty, Activision, Dan Shaffer, Lead-Partnerships, Call of Duty, Activision, and Amy Stetter, VP, Media & Engagement, Activision, discussed their successes with the Call of Duty video game through a co-marketing partnership with the Jeep brand.
Members from the ANA's TV and Digital Marketing Committees engaged in an extensive discussion with members from the European Group on TV Advertising (egta) at a November 17, 2010 joint meeting of the TV and Digital Marketing Committees.
Robert Corn-Revere, partner, Davis Wright Tremaine LLP, discussed issues currently facing the Federal Communications Commission (FCC).
Carlos Dominguez, Senior Vice President, Cisco Systems, Inc., and Marilyn Mersereau, Senior Vice President, Corporate Marketing, Cisco Systems, Inc., discussed Cisco's use of new video technologies.
Our challenge was not only to launch a new vehicle in a crowded segment but also to drive consumers to discover more about the unique features of the VENZA. For our 'active boomer' target, the 'Appetite for Life' webisode series combines two key passion points, food and travel, by featuring food host Andrew Zimmern on a culinary road trip across the US.
After decades of being the category leader, Extra found itself in a losing battle with new, formidable competition. By establishing Extra as a weight management tool, we were able to freshen the brand by establishing new relevancy and connect with women in a meaningful way. As a result, Extra was able to grow sales and share for the first time in years.
Marrying the consumer insight that relationships are critical to easing conflicts as well as social and media behavior, we developed a portfolio-level campaign to support Frito Lay's Baked! Smartfood, Flat Earth and 100 Calorie Pack brands.
For over a hundred years, when people thought of Coleman, they thought of camping. But as the brand faced intensified competition, it began to lose its relevance with the next generation of campers. That is until our research revealed the emotional bonds created around a campfire were just another form of social networking. The solution — position Coleman as the Original Social Networking Site.