One Direction stormed the Today Show this morning, with a concert in NBC's New York digs in Rockefeller Square and news of a 3D concert film slated for next year (directed by product placement foe-turned-champion Morgan Spurlock). Hot on the Heelys of its Pepsi "Live for Now" US TV campaign with NFL star Drew Brees, the band is extending its brand to Colgate-Palmolive toothpaste: 1D Colgate Max Fresh. The collection of three oral care products, available in the U.S. only, is designed "to add some fun to teens' and tweens' brushing regimens," said Philip Durocher, VP and GM of U.S. Oral Care for Colgate-Palmolive. Hopefully fans will be inspired to brush their teeth in one direction (roll that brush, kids!) too.
While Taylor Swift is slightly older, at the ripe old age of 22, she's also quick to embrace novel ways to promote her albums, including partnering with Keds and Papa John's for her latest release,Red. Next up: her mobile app (available in iTunes and Google Play) is incorporating augmented reality so fans can access exclusive content related to Red. By opening the app's AR feature and pointing the device's viewfinder at a still image on the "Red" album cover (and on in-store displays at select Walmart stores), fans will see the images come to life. The app also works on the Taylor Swift Wonderstruck fragrance packaging from Elizabeth Arden.
"The inspiration for the Red album artwork and photos came from my personal style from the past year," says Taylor. "I'm fascinated by the fashion from the '50s and '60s and pulled inspiration from those decades, and I'm personally so proud of the resulting photos included in the album artwork."
Big Machine Records and Aurasma created the app that uses advanced image and pattern recognition to blend real-world content with interactive videos and animations (called, fittingly, Auras). Since launching in June 2011, Aurasma has worked with more than 6,000 brand partners and four million downloads. "Integrating Aurasma augmented reality in Taylor Swift's mobile app gives her fans an amazing new way to experience Taylor," saysAurasma GM Jennifer Rapp. "Big Machine has embraced Aurasma's augmented reality platform in order to add even more great content to Taylor's mobile app to share with her fans."
Whether Swift or 1D or even an older celeb (such as Oprah Winfrey, who's readying an Oprah's Organics line, or Brad Pitt, who's putting his name on a furniture collection as a follow-up to his Chanel campaign), celebrity/brand hook-ups can be a fraught love affair. As Forbes notes, “Ultimately, celebrity-endorsed or not, the quality of the product and the underlying value proposition will need to fuel a sustained interest and excitement for the brand. So, if you’re thinking about an endorsement, err on the side of people that embody your values and love your product, celebrity or not.”
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