GE brings updated kitchen appliances to the U.S. market, supporting the rollout with an extensive and quite aggressive campaign, “Reimagining Home.”
USA
Mercedes-Benz USA is holding a social media competition, “Take the Wheel,” to promote the new Mercedes CLA for the younger audience. The brand has commissioned five best Instagram photographers for a 5-day drive across the United States behind the CLA’s wheel. The author of the the most «liked» photos will win a 3-year lease on the new Mercedes-Benz car.
New Balance is rolling out a new international brand campaign, “Runnovation,” to celebrate innovation and muscles, excellence and effort, pain and self-control, tears, sweat and smiles behind the sports achievements, personal or official. The marketing initiative by Arnold Worldwide continues the narration started by NB’s previous campaign, “Let’s Make Excellent Happen” in 2011—now, the focus is on fresh interpretations within running and on a person, an amateur or a pro.
Music can fuel the teaching process. This notion was put behind the one-of-a-kind project, Music Education Hackathon, organized by Innovate NYC Schools and supported by Spotify. The initiative, which rolled out for 48-hours in its active “contest” phase in late June, encouraged a dozen of teachers and school students to collaborate with 174 hackers for apps in order to transform learning experience with music.
American multimedia artist Doug Aitken has teamed up with Levi’s to launch a travelling art initiative, Station to Station: A Nomadic Happening, in the USA. Over three weeks in September, an unusual train designed as an art studio will be making stops in ten U.S. cities, bringing site-specific “happenings” and “cultural interventions” to each of destinations on the list.