| EVENT REPORT 07.06.09 3:38 PM |
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SoBe Hosts "Organic-Feeling" Independence Day Pool Party With Barbecue and Games
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 | SoBe's 4th of July party
Photo: Todd Williamson/WireImage |
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The Independence Day holiday weekend is arguably the quintessential summer experience: a chance for people to spend time outside, eat barbecue, and hang out with friends. Seizing on the emotional power of the holiday was SoBe Lifewater, which threw a party hosted by Andy Samberg, Akiva Schaffer, and Rashida Jones at the pool and lounge at the recently restored Hotel Shangri-La in Santa Monica. The party served as a launch for new flavors from the brand.
"It's the essence of what SoBe is all about and what the brand stands for," said SoBe Beverages director Angelique Krembs, who worked with Epiphany Media to produce the party. "The brand really has a heritage of healthy hedonism. It's a combination of healthy and refreshing products, but also a lifestyle—and, at the end of the day, just a lot of fun."
Although SoBe is doing a big marketing push in New York this summer, it chose Los Angeles for the Independence Day party because the target demographic—not to mention the weather—was right. "L.A. felt fitting with the brand," Krembs said. Epiphany managing partner Lisa Chu added, "We wanted to do something celebratory along brand strategy. The 4th is the biggest summer holiday, and because we're doing Summer Fridays in New York, we wanted to spread the love a little bit. L.A. is a great place to target our core consumers: milliennials and tastemakers. L.A. has a cool, sexy beach vibe, but you don't get the overkill and the heat of Miami."
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SoBe Lifewater, EA |
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| NEWS 01.29.09 3:52 PM |
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Dreamworks Partners With Intel, NBC, and PepsiCo for 3D Super Bowl Marketing Stunt
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FROM NEW YORK
Teamwork doesn’t always pave the easiest road to success, but partnering a troupe of different brands for a high-profile marketing stunt can be efficient—and cost effective. That’s what Dreamworks did to distribute the 125 million pairs of glasses necessary for a 3D Super Bowl event to promote its new film, Monsters Vs. Aliens, this Sunday—while scratching the backs of partners like PepsiCo, Intel, and NBC.
The project hinges on the first-ever 3D commercial, a participatory film trailer during the game’s broadcast. “We wanted to do a stunt 90 days before the opening of the movie,” said Dreamworks head of marketing and consumer products Anne Globe, “and then we had the chance to use the biggest media event in the world.”
Dreamworks had already partnered with Intel to develop the technology for the 3D film, so enlisting the company to produce the glasses was a no-brainer, but finding the partner to distribute the glasses took a bit more thought.
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Dreamworks, NBC, NBC Universal, Intel, PepsiCo, SoBe Lifewater, Super Bowl |
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