How a solid brand strategy helped Vivid conquer the porn world

By T.L. Stanley

VividYou might’ve thought that porn DVD peddlers had gone the way of Times Square peep shows, what with the worldwide interwebs bringing in as much free smut as anyone with a DSL connection can handle. But in the case of Vivid Entertainment, you’d be wrong—to the tune of nearly $100 million a year in revenue.

Obviously smarter than its counterparts in the music industry, Vivid is thriving because it’s learned how to brand its product, according to our sister pub, The Hollywood Reporter, and trade heavily on two cash cows: celebrity sexcapades and superhero parodies. (The former, via Tommy Lee and Pamela Anderson‘s honeymoon romp, helped put Vivid on the map. Seguir leyendo “How a solid brand strategy helped Vivid conquer the porn world”

Campeones de basket animados en NY

por Mar Abad .


Cuatro días dedicados a la cultura del basket. Los jugadores de los equipos de Brasil, China, Francia, Puerto Rico y EEUU se reunieron en la ciudad de Nueva York del 12 al 15 de agosto en la primera edición del World Basketball Festival. Nike, Jordan y Conversen organizaron el encuentro.

Este vídeo de animación fue la pieza central de la campaña que diseñó Buck para dar a conocer el festiva y se emitió en TV como spot de 30 segundos. Saiman Chow ha diseñado al personaje y la música es de John Black, de CypherAudio.

Una serie de imágenes del vídeo se estuvieron proyectando en pantallas de Times Square.





Aquí puedes ver todas las piezas de la campaña.

Kellogg’s Times Square Strategy Pops

– Elaine Wong
Branded retail locations have helped sell computers and footwear for years. Now, toaster pastries are getting in on the action, with one iconic brand enjoying significant buzz from its recent foray into New York’s Times Square.

Pop-Tarts World debuted Aug. 11 at 42nd Street, between 6th Avenue and Broadway. Joining other packaged-goods brands like M&M and Hershey in establishing a retail fixture at one of the world’s great crossroads, P-T World boasts an everything Pop-Tarts-inspired café (menu items include ants on a log and the Fluffer Butter) and fan merchandise. The store sees 1,500 to 2,000 visitors per day.

Since the launch, the brand’s buzz has improved on the Web, with positives rising to 88 percent from 74 percent before the brick-and-mortar launch, per interactive marketing shop Zeta Interactive. Some of the words most commonly associated with Pop-Tarts are “memory/memories,” “great” and “fun,” Zeta found — solid associations for any brand. Plus, the tone of posts surrounding the brand has become more positive as well.

The brand is even overtaking familiar competitors. Measured in terms of average daily volume (i.e., the number of online daily posts), Pop-Tarts’ popularity is currently 16 percent higher than Wheaties, 18 percent above Cheerios, 22 percent more than Frosted Flakes and well ahead of breakfast food juggernaut Quaker Oats at 84 percent.

That says a lot about the brand, particularly one that has taken a backseat to more healthful (and non-toaster-required) grab-and-go morning fare like Kellogg siblings Nutri-Grain, Kashi and Special K. Seguir leyendo “Kellogg’s Times Square Strategy Pops”

iFive: Google History, TV Tablet, Flickr Makeover, BP Progress, Tree Fight

BY Jenara Nerenberg

1. Google news dump! The search giant is letting all of us forgetful people now rely less on our memories to recall recently searched items and websites. “History” is the tab to look out for. Plus, Google’s keywords business opens up copyright restrictions to allow competitors’ results in searches. (Looking for Chevy info? Expect ads for Ford to pop up, too.) And finally, you can sign into multiple Google accounts at the same time in the same browser. Seguir leyendo “iFive: Google History, TV Tablet, Flickr Makeover, BP Progress, Tree Fight”

Wi-Fi Coming to New York City Subways

Brenna Ehrlich

Good news for any New Yorker who hates interacting with others during their daily commute (read: all New Yorkers): Wi-Fi and mobile service are coming to a subway near you. Yup, now even the Mole People won’t be able to escape the outside world.

According to Bloomberg, after three years of stalled progress, Transit Wireless LLC — a conglomerate of wireless and construction companies that was awarded a contract to undergo this project with New York Transit — has finally found the money to move forward. Broadcast Australia has footed the bill, which will bring NYC up to speed with Singapore, Berlin and Tokyo — all of which currently have Wi-Fi in the tubes.

Back in 2007, Transit Wireless LLC had promised to get the job done in 10 years, now it has two years to outfit six stations near New York’s Union Square, and then four more years for the other 271 platforms. The Wi-Fi comes in the form of smoke detector-size antennas, and will afford passengers access on platforms, mezzanines and in sections of the tunnels (not the whole tunnel). Overall, the whole deal will cost $200 million dollars — which begs the question: If the city’s willing to go to the trouble to go wireless, why do I have to take a shuttle nine weekends out of 10 because they’re “doing repairs on the tracks”? But I digress… Seguir leyendo “Wi-Fi Coming to New York City Subways”

Sony, News Corp. extend tradition of watching the news in public

By Robert Klara

SonyAt a time when millions of New Yorkers prefer to listen to their news (or news podcasts) within their own personal digital cocoons, it’s worth remembering that the biggest media events of the 20th century were consumed collectively, in crowds, while we stood on the sidewalk.
When Allied troops stormed the beaches of Normandy on June 6, 1944, thousands of people found out by watching the famous “Zipper” in Times Square. And in February 1962, when John Glenn became the first human to orbit the Earth, 4,000 people packed the floors of Grand Central Terminal on 42nd Street to watch the event on a 12-by-16-foot screen that CBS had set up over the ticket counter. People could just as easily have gotten this news from newspapers, radio or (in Glenn’s case) TV, but there’s something about sharing the news with a crowd that helps to stamp it on our national consciousness. Seguir leyendo “Sony, News Corp. extend tradition of watching the news in public”