burn announced a global marketing partnership with Grammy Award-winning artist, producer and DJ, David Guetta. The drink, now available in more than 80 countries, chose to align with Guetta, who represents a movement that embodies ambition, self-expression, tireless energy and purposeful creativity because of shared brand values.
celebrity marketing
Nike celebrates speed and dexterity via its latest campaign dedicated to the new SuperFly boot. The previous model, Mercurial Vapor SuperFly II, was presented back in February 2010 and appeared on-counter in April last year. Now, the brand is going to release Nike Mercurial Vapor Superfly III (it will arrive in stores starting this Thursday), and for the launch it tapped 16 top professional football players including Cristiano Ronaldo (who appeared in promotion for the previous models), Clint Dempsey, Marco Borriello, Zlatan Ibrahimović and more. The campaign entitled ‘Who Is Superfly?’ is running on Facebook and features a series of short vignettes showcasing the athletes.
Coca-Cola concluded probably the largest experiment in the brand’s music history—its 24-hour live session with Maroon5, during which the band were writing and recording a new song. Throughout the unique event, which was steaming live online, the band’s and the brand’s fans from all around the globe were supporting the guys in the studio by tweeting with hashtag #WithMaroon5 (the messages popped up on the interactive wall in the studio).
‘Music for charity’—this idea is behind a range of Coca-Cola’s social initiatives, launched in recent years. Now, in collaboration with musicians Solange Knowles, Chris Taylor and Twin Shadow, the soft drink giant has released a digital-only charity single, ‘Kenya,’ which is helping raise money the Replenish Africa Initiative (RAIN) by Coca-Cola.
April 21 will be a night of super-premium premieres as the red carpet rolls out during the Tribeca Film Festival (April 20—May 1) for the debut of an original film series by Karl Lagerfeld, starring Rachel Bilson, marking the U.S. introduction of Magnum® ice cream. Simultaneous to the exclusive premiere at the Tribeca Film Festival, the lead film will be released to viewers around the world on Magnum’s Facebook page.
DOVE Men+Care invited three NCAA celebrities to share their life-stories as part of the brand’s ‘Journey to Comfort’ project—the video series, launched in summer 2010, in which sport stars reveal their personal milestones that shaped their own identity and helped feel comfortable in their skin, both on the field or court and off it. Basketball legend Earvin ‘Magic’ Johnson, Georgetown Head Coach John Thompson III and Duke point guard Bobby Hurley joined the roster of other celebrated sports stars, including Albert Pujols, Andy Pettitte, Drew Brees and Joe Girardi, who shared their childhood, married lives and career memories last year.