Articles

Meow Mix has taken the concept of its 2005 pop-up store a step further
and is dipping its paws into branded content with a weekly reality show
airing Fridays on Animal Planet.

 

In “The Meow Mix House ” 10 cats from shelters around the country are
competing for two faux “executive jobs” at Meow Mix. In each episode
the cats compete in challenges like best purr and a scratch-pole climb.
Actors recorded voice-overs for each cat to give the felines their own
personalities. Cats voted off by viewers and company execs after each

With its new sponsorship of the Dew Action Sports Tour Verizon
Wireless continues to add live marketing efforts to support its V Cast
video and music service. As part of the two-year deal the brand will
be the presenting sponsor of Dew Tour Music the concerts that take
place in the events’ sponsors village.

 

In addition to the standard on-site product display the brand will
leverage by recording video and music from the concerts (acts include
Hoobastank) to offer exclusively to Verizon Wireless customers through

American Honda Motor Company has partnered with the House of Blues to
promote its Fit subcompact in a multipronged campaign. An auction
sweepstakes and in-club events will round out the initiative.

 

Nine House of Blues venues are holding three “Fit In The House” nights
each throughout June. A musical artist who appeals to the Fit’s
demographic—young adult non-conformists per the brand—performs at each
event. (Acts include Big Bad Voodoo Daddy and Johnny Lang.) While

 BellSouth is taking its Summer Swing mobile tour back on the
road. After hitting minor league baseball stadiums in the carrier’s
tier-one markets last year the brand is zeroing in on ballparks in
nine tier-two markets this summer through August 5. Another tweak was
to the event setup: BellSouth added a few elements outside the vehicle
to give consumers “something to do outside… giving them a greater
comfort level with the environment ” Suzanne Hulsey the company’s
senior manager-sports marketing told Buzz.

 

DANA POINT CALIF. JULY 17 2006 – The Computer Event Marketing
Association (CEMA) has joined with the Advertising Research Foundation
(ARF) to develop an ambitious study designed to quantify the “live”
aspects of sponsorships events and other types of experiential
marketing activities.



The study will be fielded during Q4 of this year according to Dan
Belmont CMO of The Marketing Arm who updated CEMA members and
attendees at the association’s annual meeting at the Laguna Cliffs
Marriott Resort today.