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Posts Tagged ‘James Bond’

Is James Bond Too Corporate?

On the eve of the new 007 flick Skyfall, The Wall Street Journal asks an interesting question: has “the mother and father of all franchises” (thanks, David Denby) turned into a big, disgusting orgy of product placement? Is James Bond a sexy spy or just a not-so-secret spokesman for Heineken, Omega, Sony, Adidas and, of course, Aston Martin? And have these obvious sponsorships damaged the series’ credibility?

Hmm…we’ll spend Saturday afternoon pondering that one. Next week in Questions That Matter:

  • Are puppies too adorable?
  • Are chocolate chip cookies too delicious?
  • Are cumulus clouds too white and fluffy?
  • Is the nameMiss Pussy Galore Honey Rider Solitaire Plenty O’Toole May Day Xenia Onatopp Holly Goodhead Tiffany Case Kissy Suzuki Mary Goodnight Jinx Johnson Octopussy Domino Moneypenny” too subtle?

We await your answers with bated breath.

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Early Marketing for ‘Skyfall’: Adele’s Theme Leaks

Much has been made of Adele‘s classic, soulful, 60′s-style vocals and their matching fashions. Now her sound and look are exactly where they belong — on the arm (well, okay, soundtrack) of a certain BondJames Bond.

Sony has officially confirmed that the singer recorded the theme song for the upcoming flick, “Skyfall”. The tune, which shares the film’s name, will make its official debut on Oct. 5 at the oh-so-clever hour of 0:07 a.m. London time on a date that also happens to be the 50th anniversary of the Bond franchise.

But if you simply can’t wait ’til Friday, fret not–the song has received some early spins (and a marketing push) thanks to the following 90 second teaser leak:

Pretty much pitch-perfect if you ask us, but the singer was wary of the pressures involved in creating an iconic Bond song.

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Britain Finds Novel Ways to Bond with Global Audience

London’s 2012 Olympic Games may have inspired love at first sight among the viewing public and attendees, but from a marketing communications standpoint it’s been a long, drawn-out courtship.

“We’ve been preparing for the Olympics since 2005. To inspire visitation, our strategy has been to socialize the travel experience and centralize content to support marketing and PR,” says Karen Clarkson, VP North America for VisitBritain. She spoke at the Association for Travel Marketing Executives’ Marketing Issues Forum on Thursday in New York, discussing her company’s Olympics efforts and plans for the next James Bond movie, Skyfall.

Britain has enjoyed extended time in the public spotlight this year, from the Queen’s Diamond Jubilee celebration in June to the Olympic Games in July, the Paralympics in August and London’s Fashion Week in September. As Clarkson noted, “It’s been an opportunity to influence information about London and beyond, and not limited to sports related content. For the Olympics, we established digital content partnerships with NBC, Yahoo, The Travel Channel, The Wall Street Journal, USA Today and Travel & Leisure magazine.” She said that these partnerships helped the company generated $600 million worth of earned media impressions.

While partnership marketing plays a key role in VisitBritain’s operations, “social is at the heart of everything we do,” Clarkson explained. She described a unique pre-Olympics project in which Britain worked with the U.S. Olympic Committee to “engage athletes and have them experience Britain firsthand before the Games.” They selected and sent seven American Olympics athletes to Britain in the fall of 2011 “to showcase the destination from a U.S. perspective and to appeal to a younger demographic.” The athletes generated visual content as they interacted with their fan bases on Facebook and Twitter.

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James Bond to Drink Heineken, Would Rather Have a Martini

Daniel Craig, the latest actor to play James Bond, has called the partnership with Heineken “unfortunate,” but says he understands that the financial demands of a big movie require product placement. Not exactly a ringing endorsement for a sponsor that could be paying as much as $45 million for the privilege.

“This movie costs a lot of money to make, it costs nearly as much again if not more to promote, so we go where we can,” Craig told Moviefone.com.

Ad Age first reported that Heineken signed on with the latest Bond movie, Skyfall, which will be out November 9. Bond will sip the beer in at least one scene of the movie, appear on packaging, and will be in an ad. CMO Lesya Lysyj says the partnership is “a perfect fit” despite the fact that Bond is known for drinking his martinis “shaken, not stirred.”

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Guest Post: Another Way to Look at the Multicultural Audience

A photo from LateBoots.com's coverage of after-hours spot Avenue in NYC.

The latest Census information, pop culture, and everyday observation serve as reminders about the myriad ways that the U.S. is diverse. In today’s guest post, Coltrane Curtis, founder, owner, and creative director of Team Epiphany, a New York-based firm with clients like EA Games and Timberland, suggests that there’s still another way to look at multiculturalism and diversity.

In today’s guest post, Curtis discusses how consumers are identifying themselves, and who’s influencing these groups. Feel free to continue the conversation in the comments and @PRNewser on Twitter.

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