| NEWS 07.29.09 2:32 PM |
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In the News: Evite Losing Event Edge, Ben Stein Wants More Meetings
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MySpace Events Platform Surpasses Evite: Things aren't so hot these days for former social networking Web site of choice MySpace, but one arena the News Corp. property is succeeding in is online invitations. Traffic reports show that the MySpace events platform has beat out Evite for the first time, with a reported 700,000 invitations sent out every day compared to Evite's 600,000. That doesn't mean MySpace is No. 1, though. Facebook doesn't publish exact figures for its events feature, but it did recently say that the site houses 2.5 million new events per month. [TechCrunch]
Ben Stein Misses Meetings: The American Spectator published an op-ed by former Nixon staffer, media personality, and renaissance man Ben Stein this week, in which he chides the federal government for trying to put the kibosh on business meetings. To add weight to his argument, Stein suggests that meetings of Congress and the Supreme Court are on the same level as business meetings and that eliminating events would do nothing but prolong the recession. Choice line: "Meetings and business travel did not cause this recession." [American Spectator]
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Myspace, Evite, Facebook, Ben Stein, Procter & Gamble, Swiffer, EA, San Diego Comic-Con |
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| EVENT REPORT 12.18.08 3:31 PM |
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Duracell Lights Up New Year Sign With Tourist-Powered Battery in Times Square
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 | Duracell's "snowmobikes"
Photo: Stuart Ramson |
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Battery giant Duracell jumped back into the pop-up store ring on December 2 with its Duracell Power Lodge, an interactive lounge in Times Square for consumers to relax and provide the green energy needed to light the "2009" sign on New Year's Eve. Open from 10 a.m. to 9 p.m., Sunday through Wednesday, and as late as 11 p.m., Thursday through Saturday, producers expect the space will see upwards of 400,000 guests by month's end.
Duracell has long been absent from the world of experiential marketing, but as Procter & Gamble assistant brand manager Scott W. Popham explained, it's a niche the brand decided to move back to. The perennial media attention from sister brand Charmin's stay in Times Square seemed enough to convince the company that the holiday pop-up concept might work for another brand on its roster, so it opened the Duracell space directly above Charmin's.
“We wanted to show consumers what we do every day—capture, store, and release energy—and show them on a larger scale,” said Popham. “So Duracell thought, what a better way than the New Years Eve ball drop?”
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Procter & Gamble, Duracell, Charmin, Pop-Ups |
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| EVENT REPORT 12.11.08 10:48 AM |
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Reebok, (Product) Red, and P&G Introduce Holiday Pop-Ups
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 | Reebok's Bowery pop-up
Photo: Courtesy of Reebok |
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December’s traditional barrage of pop-up shops around Manhattan hasn’t diminished in light of sluggish retail sales. We’ve already taken a look at what one returning standby is up to, and three familiar brands debuted their first New York pop-ups in the past month.
(Product) Red, the retail wing of the Global Fund to fight AIDS, Tuberculosis, and Malaria, built its first store near Rockefeller Plaza—a time-lapse video of the setup is on YouTube. Partner brands like Apple, Gap, and Starbucks all have Red items for sale through January 4. Just a few blocks away, Procter & Gamble closes its Brandsaver Live store tonight after a two-week stay on 57th street and trials in test markets Dallas and Rochester, New York, earlier this year. The store features demonstrations and giveaways of Procter & Gamble brands Bounty, Covergirl, and Pantene. Downtown, Reebok has a debut pop-up of its own on Bowery. The ‘80s-themed store features nostalgic limited-edition shoes from guest designers such as graphic artist John Maeda, dean of the Rhode Island School of Design.
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Reebok, (Product) Red, Procter & Gamble, Harley-Davidson |
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| NEWS 09.26.08 9:00 AM |
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P&G Continues $60 Million Fashion-Focused Campaign With Ann Taylor Partnership
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 | P&G's promotion at Ann Taylor Loft
Photo: BizBash |
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Procter & Gamble is continuing the roll-out of its new fashion-centric marketing strategy for its Tide laundry detergent and Downy fabric softener brands, a national promotional campaign that launched in August. Yesterday, as part of the push, the Cincinnati-based corporation used its partnership with Ann Taylor Loft to create a consumer event, which focused on washable apparel from the retailer's fall line. Held at the flagship store in Times Square, the collaboration enabled 50 customers—offered on a first-come, first-served basis—to meet with Jorge Ramon and receive personalized style tips from the stylist and former fashion director of Teen People.
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Procter & Gamble, Tide, Downy, Ann Taylor |
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| EVENT REPORT 08.27.08 3:21 PM |
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Tim Gunn and Models Help Launch P&G's New Campaign
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Procter & Gamble launched its new Tide and Downy Total Care detergents last night under the orange glow of the Empire Hotel’s neon sign. Some 125 guests packed the hotel’s rooftop pool deck overlooking Central Park for the kickoff of the company’s $60 million fashion-centric marketing campaign.
“This is our biggest product launch ever,” said Kash Shaikh, a spokesperson for P&G. “We’re transforming fabric care into fashion care by promoting the idea of looking good by taking care of your clothes.” And to elevate the concept of fashion care, P&G has enlisted a host of stylists and so-called fashion experts to market the new lines. Project Runway's Tim Gunn will dole out fashion tips online, and June Ambrose, Jorge Ramon, and Charla Krupp will be featured in other advertisements.
All of the fashion advisers were on hand for the event, as were designers Laura Bennett and Cristina Ehrlich. The group produced a mini fashion show featuring Wihelmina models wearing fall trends. Several laminated plaques bearing each stylist’s trend picks for the fall lined the front of the catwalk.
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Procter & Gamble, Tide, Downy |
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| NEWS 08.26.08 12:20 PM |
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P&G's New Marketing Campaign Billed as Biggest for Tide Brand
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Tonight at the Empire Hotel's rooftop, Procter & Gamble will debut the new Total Care laundry detergent and its fashion-focused marketing strategy, in what some are calling the biggest product launch for the Tide brand. According to the Associated Press, the Ohio-based corporation is introducing a $60 million campaign for Tide and fabric softener Downy, tying the products more closely to lifestyle and fashion.
The BMF Media-designed event includes Tim Gunn, June Ambrose, and Cristina Ehrlich among its list of guests. Gunn and influential stylists such as Jorge Ramon and Charla Krupp will appear in online videos (found at dresstothesevens.com), reaching out to a different demographic to promote Total Care and how it can help maintain the color and shape of garments. The marketing plan also centers around the product being a more budget-friendly alternative to dry cleaning.
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Procter & Gamble, Tide, Downy, Pantene, Ann Taylor |
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| WHO'S DOING WHAT 07.16.08 12:44 PM |
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Procter & Gamble Promotes Pritchard to Global Marketing Officer
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James Stengel, a 25-year veteran of Procter & Gamble, is stepping down on October 31, 2008, as the global marketing officer, and will be succeeded by Marc Pritchard, according to Women’s Wear Daily (in a story available online to subscribers only). Pritchard, who begins his new post on August 1, served as president of strategy, productivity, and growth for P&G for the past two years. Prior to that he was president of global cosmetics and personal care, a position that, according to WWD, led Pritchard to engineer some of the most successful product launches in the history of cosmetics.
As global marketing officer, Pritchard will focus on increasing the worldwide presence of the company's diverse brands. He will report to chief operating officer Robert A. McDonald. —Lauren Matison
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Procter & Gamble |
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| EVENT REPORT 05.20.08 4:43 PM |
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Beauty Expo Expands, Eyes Other Cities
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 | The Makeup Show's busy floor
Photo: Nadav Vee |
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The makeup counters were hubs of activity, with eager customers clamoring to buy everything from brushes to body paint. But this wasn’t the cosmetics department of a department store, it was the Makeup Show NYC, a small trade expo for the professional makeup artist community. And it wasn’t just about learning about (and buying) the latest products; it was also about education: hands-on workshops, seminars, and keynote speeches. Over two days, 3,000 attendees were expected to brush up on their makeup at the Metropolitan Pavilion.
Call the Makeup Show, created and produced by the Powder Group and Metropolitan Events and Production, the little trade show that could. Now in its third year, the show has grown in both size and scope. Originally launched in Manhattan, it is now produced in Miami as well. (The first Miami show was held in February; it will return next year). More locations—possibly Los Angeles, Las Vegas, and London—are in the works.
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Lancôme, Procter & Gamble, Cover Girl, Max Factor, Smartwater, Vitaminwater |
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