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Film partnerships: the good, the bad and the ugly
I still can’t believe that Paramount Pictures let Double A4 paper become a commercial and marketing partner for the new Transformers Dark (side – they forgot that word…) of the Moon. They even introduced it bizarrely into the film itself because you often think – paper – cars, cars transforming into aliens that blow things up, paper………and exactly how many paper ordering decision makers will be watching Transformers? Strange beyond belief.
Transformers opens in China this week there will be unprecedented product placement exclusively relevant to the Chinese market in what is a ground breaking shift of power. Bonwe gain exposure on the lead actors t-shirt for example and one of the robots, Brains, transforms itself out of a Lenovo Edge computer while TCL TV’s also makes an appearance and Shuhua Low Luctose, from China’s leading dairy, actually features in the script despite not being available in the US.
The brand partnership could have amazing synergy but if the film’s rubbish and performs appallingly/below expectation at the box office does that backfire on the brand connected to it? The answer is yes because the whole essence of brand partnerships is synergy.
If you look at films like Kung Fu Panda, Rio, Transformers and Green Lantern which all got slated in reviews and performed disappointingly at the box office, what happens to the myriad of brands that have invested millions of dollars in marketing that supposed positive association? Ironically if they have product placement in the film they will always be associated with that film forever more – that’s the up and downside of one of the most cost effective forms of marketing there is.
What happens though if like Nestle you are running an on pack promotion for a film which got bumped off the screens by the next blockbuster and died a ratings and critical death like Kung Fu Panda and you’re promotion outlasts the film life? You could argue that they will get the benefit of the DVD release but if the word of mouth is negative and not positive then who’s going to want to buy your connected product with connected film widget inside your box and marketed on pack? The positive becomes an irreversible negative.
Read more: http://chrisreed.brandrepublic.com/2011/07/21/film-partnerships-the-good-the-bad-and-the-ugly/#ixzz1Si0fuFrc
The Cranberries are still alive….why?!
Starhub is Singapore’s challenger telecom brand to the mighty Singtel (who you may have seen all over the Singapore Grand prix). For some reason they have decided to link much of their product sales to live music concerts but have chosen some very odd acts to be associated with.
The latest of which is the Cranberries (who follow Kylie Minogue). Not exactly trendy even in the 90’s but now they are just yet another retro touring act trying to recapture their heyday by rehashing their two hits to people who really should know better. Why are a contemporary mobile phone brand who are appealing to the young connecting with The Cranberries? Apart from the fact that Linger is always played on the radio here it is still one of the worst songs every written.
Singtel on the other hand had tickets for a showcase with the hottest musical act in the world, Lady Gaga, to giveaway to their customers for when she came to Singapore. I may not like Lady Gaga but I know that The Cranberries do not have 100 million fans on facebook, they probably don’t have 100 fans on facebook. So why are Starhub spending above the line marketing money to be associated with them? Which sad target customer is going to be so inspired by the Cranberries to switch telcos…? And if you find that one lost soul can you please confiscate their music and replace it with something relevant please… and Starhub may do the same…..
Is the Premiership obsessed with Asia or Asia with the Premiership?
With the news that Singapore’s Changi airport is enjoying unprecedented number of visitors reaching beyond the 45 million annual mark I put it all down to the number of Premiership football teams current going through Asia. Asia is the Premiership’s destination of choice.
Arsenal have just completed a tour of China and Malaysia. Liverpool have just done the same with a stopover in Singapore to conduct a training session watched by an amazing 4,000 people. (It helps that there sponsor Standard Chartered is headquartered here and has all their branches here and none in the UK). Chelsea are also here playing Malaysia (everyone loves Malaysia this year it seems!) and Thailand.
Manchester United have actually been the Asian pioneers, coming here since 1974 – amazing foresight or just luck? They claim that half of their 333 trillion fans, sorry million, fans live in Asia which explains this year’s trophy tour of China, Indonesia, Singapore, Thailand and Malaysia (of course!).
Clearly as Asia has 4 billion people living here which makes up some 60% of the world’s population there is a massive market for the Premiership to tap into. The next Premiership television rights contract will have more paid for it by the international market than the UK one, quite a remarkable feat and one that is unique to the English Premiership within global sports.
Pre-season football tours certainly help whip up the excitement and tap into the passion of the fans, people in Singapore are still wearing the commemorative Manchester United tour shirts from a couple of years ago when they actually played Singapore as well as other Asian countries. This in turn helps local TV operators sell the Premiership to subscribers as well as build loyal fan bases.
ManU this year have decided that the American market is for them too as have that other powerhouse premiership brand, Newcastle United…. However ManU are playing New England, Seattle, Chicago, MLS All Stars and World Champions Barcelona, while Newcastle are playing Kansas, Orlando and Columbus. Well at least Newcastle have a claim to fame (or rather infamy) with two of their star players not even allowed into America due to past criminal acts. That will help the brand be attractive to the darker side of America, maybe Newcastle are the choice of the underworld while ManU are clearly as homely as apple pie and the choice of mom and dad…….
This article first appeared on
Hewlett Packard appoint Partnership Marketing
Partnership Marketing (PM), Asia’s leading partnership marketing agency, has been engaged by Hewlett Packard (HP) Asia.
Partnership Marketing will create brand partnerships for HP ink cartridges to reward customers across five countries in Asia Pacific through partnerships with synergistic lifestyle brands.
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About HP:
The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure at the convergence of the cloud and connectivity, creating seamless, secure, context-aware experiences for a connected world.
Asia’s top brands are revealing
Campaign Asia have just launched the results of their annual survey into the top 1000 Asian brands with some surprising results. Being Asian it may not be a surprise but given their record losses and diminished brand reputation and privacy disasters it’s amazing that Sony is the number one Asian brand in 2011.
There are more Japanese and technology brands behind it with Samsung, Panasonic, Canon, HP, LG next. Apple are only 6th and Google only 8th. McDonalds is just outside the top 10 and facebook surprisingly comes behind Colgate, 7-11, adidas and Starbucks. But Yahoo has plummeted from last year’s 7 to 18.
Microsoft is only 21st, and more Japanese super brands come next in the shape of Nikon, Hitachi and Sharp before the much maligned Nokia. The first luxury brands comes in at no.30 with Chanel, the first beauty brand, Dove, 31st.
Playstation is the top gaming brand which has bizarrely has gone up from 60 to 30 given the privacy issues of late. Nescafe is the top coffee brand leaping 15 places to 33. Visa at no.50 is the top credit card, HSBC at no. 64 is the top bank, Air Asia the top airline many places above the more supposedly trusted Singapore.
Twitter is only at 60 but up from 123 last year. Heineken is the top beer with Lipton the top tea and Kelloggs the top cereal and Uni-president the top Noodle brand inside the top 40. Tesco, big in Thailand and Malaysia, are the top supermarket just squeezing in the top 100.
The methodology asked over 3,000 people in 8 Asian countries the following two questions: “When you think of the following (product or service) category, which is the best brand that comes to your mind? By best, we mean the one that you trust the most or the one that has the best reputation in the (product or service) category.” “Apart from the best brand you entered, which brand do you consider to be the second best brand in the (product or service) category?”
For the full list go to:
http://www.campaignindia.in/Article/262541,asias-top-1000-brands-the-full-ranking-revealed.aspx
It’s all about compelling musical content, stupid
The itunes festival is amazing. Not just from a branding point of view for itunes but from a truly holistic “content is everything” point of view.
With music sales plummeting and piracy rife, CD sales are on the floor. The Hut Group, one of the UK’s largest independent on line entertainment retailers recently revealed that only 1% of their profits came from CD sales. Artists now make most of their money from touring which uniquely can’t be pirated. You can’t replicate the atmosphere of a live concert with an amazing live band like Linkin Park.
By combining live music in an intimate venue, The Roundhouse in Camden, with the most successful artists around and using it to market both the bands and itunes and selling the unique content that is produced from it, itunes have cracked the magic formula of what people will pay for.
The fact that you can’t buy itunes festival tickets makes the content that comes out of it even more attractive. Clearly the music industry has woken up to this too as this year’s line up is simply awesome, Linkin Park, Foo Fighters, My Chemical Romance, the Manics, White Lies, Kasabian, the Arctic Monkeys, Noah and the Whale and for those who like mainstream music Coldplay, Adele, Paul Simon, Moby and more. There’s something for everyone who loves music and even for those who just like Adele and Coldplay!
This article first appeared on
SurfStitch.com appoints Partnership Marketing
Partnership Marketing (PM), Asia’s leading partnership marketing agency, has been engaged by SurfStitch.com, Australia’s number one fashion and surfing retailer.
Partnership Marketing will create brand partnerships with synergistic brands to help SurfStitch.com achieve their objectives. PM will gain positive brand endorsement; gain money can’t buy media and drive sales amongst the target audience in Australia through partnerships with synergistic lifestyle brands.
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About SurfStitch.com:
Launched in 2008 SurfStitch.com is Australia and New Zealand’s number one fashion/surfing retailer.SurfStitch.com features over 15,000 products available from over 170 brands with over 500 new ranges being added every week. Primarily aimed at a 16-34 year old age group SurfStitch.com attracts over 600,000 unique visitors a month and has over 250,000 registered users.
PARTNERSHIP MARKETING CREATES HOTELS.COM & CHANGI AIRPORT PARTNERSHIP IN SINGAPORE
Partnership Marketing, Asia’s leading partnership marketing agency, has created a brand partnership between Hotels.com and Singapore’s Changi Airport.
The partnership will involve an integrated content and marketing arrangement of mutual benefit that will be seen by the 50 million annual Changi airport customers.
The partnership will kick off in July 2011.
Young NTUC & New Look Partnership, Singapore
CLIENT:
Young NTUC is the official youth wing of the National Trades Union Congress (NTUC). Launched in April 2005, Young NTUC represents working adults aged below 35 years old and currently has a membership base of more than 150,000, making it the largest youth movement in Singapore.
BRIEF:
To create specific brand partnerships for NTUC membership acquisition through exclusive retail closed door sales.
OBJECTIVES:
- Create marketing partnerships with synergistic brands
- Attract members and their friends with synergistic brands
- Gain exclusive discounts/added value/priority viewing/behind closed door sales exclusively for Young NTUC members who bring a friend to join NTUC membership
- Create positive word of mouth
- Brand endorsement from the promotional brand partners
SOLUTION:
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Closed door sale in New Look store at Suntec City on 30 June 2011 from 7pm to 10pm
- NTUC members bring non-NTUC member friends to the event and enjoy 25% storewide discount and 5% on sale items. Members receive a set of gifts worth over $60 that consist of a New Look Tote Bag, a $10 New Look Voucher and a travel set from Dr. Ci:Labo. Friends who sign up membership also receive this set.
- NTUC conduct acquisition drive at the event
PARTNER:
New Look is one of the most well-recognised fashion brands in the UK, with high spontaneous brand awareness. The brand is uniquely defined by the following three pillars: Fashion excitement, Value and Newness.
SPONSOR:
Dr. Ci:Labo has been developed by a Japanese doctor leading the field of cosmetic dermatology with one firm philosophy: providing solution to everyone suffering from skin problems.
ELETRONIC DIRECT MAILER:
PHOTOS FROM THE EVENT:
