Chevrolet has teamed up with MTV Scratch, a subdivision of Viacom that consults with brands about connecting with consumers to detail behavior patterns of millennials, the 11—30 years old young Americans grown up when the Internet connection already existed. Chevrolet’s aim is to promote its new subcompact, the Spark, as well as attract them to the GM brand.
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Nokia has launched its Windows-based Lumia 900 smartphone in the USA with a striking installation on Times Square creating one of the biggest LED displays on its buildings. The international superstar Nicki Minaj helped the company to celebrate the event with a live performance. Last fall, the company introduced Lumia 800 to the UK public with a similar visual performance by deadmau5.
MINI United time is here again. The international Community growing up around the British premium small car brand is set to come together for the fourth running of a very special open-air festival May 11–13, 2012. Lying in wait for the MINI United 2012 crowd at the Circuit Paul Ricard in Le Castellet, France—which played host to Formula One races over several decades—alongside the popular Community activities will be a top-class line-up featuring live music acts, motor sport and lifestyle action.
Converse continues to promote its shoes within its ‘Three Artists. One Song’ initiative. The exclusive Gorillaz-band-styled collection promotion is followed by a collaboration featuring Mark Foster of the Foster The People band; rising star, Kimbra; and popular DJ, A-Trak. The track was recorded at Converse Rubber Tracks studios in Brooklyn, NY.
Smirnoff, which last year helped Madonna to find a new dancer in a global search as part of the second edition of its Nightlight Exchange project, is continuing its multi-faceted partnership with the pop-diva with a new fan-oriented project. The iconic vodka brand is offering its fans an access to a collector’s album, a set of remixed tracks from the singer’s much-anticipated latest album MDNA, which is slated to hit the stores on March 26.