Category Archives: Tip of the Hat

Welcome to the Tribeca Drive-In: A Dash of Hollywood in NY

The Tribeca Film Festival began yesterday, meaning that:

  • Movie-goers and celebrities alike will pack the typically quiet streets of Tribeca to attend screenings of both new and classic films – many of which are free and open to the public
  • Sponsors will be competing for the best activation; festival attendees will happily sample free foods and strut around with their new swag bags
  • Taxi drivers will be busy, to say the least

From free film screenings under the stars at the Festival’s Drive-In, to engaging conversations with some of today’s top directors, the 2012 Tribeca Film Festival has great events and perks for everyone.

Time Warner Cable will be a top-contender for most exciting activation at the Tribeca Drive-In. TWC’s philosophy, “Enjoy Better,” will be brought to life via a red carpet Hollywood experience where the customer is the star, inclusive of paparazzi, celebrities, and swag. TWC will also distribute exclusive gourmet snacks from celebrity chefs Aarón SanchezRoble Ali and David Burke.

See the schedule below to check out one of TWC’s exciting events during the Drive-In at the World Financial Center Plaza:

Thursday, April 19th

6:00 PM – 8:00 PM: Appearances by EB & Carlos from Hop, Austin Scarlett, Project Runway

Celebrity Chef: Aaron Sanchez

8:00 PM – 10:00 PM: Movie: Jaws

 Friday, April 20th

6:00 PM – 8:00 PM: Appearances by Alvin & the Chipmunks

Celebrity Chef: Roble Ali

8:00 PM – 10:00 PM: Movie: The Goonies

 Saturday, April 21st

6:00 PM – 8:00 PM: Appearances by Wilmer Valderamma, nuvoTV’s Pastport: Venezuela, Super Why & Wonder Red from Sprout

Celebrity Chef: David Burke

8:00 PM – 10:00 PM: Movie: Knuckleball!

 

A Picture is Worth a Thousand Words? How About a Billion?

One billion dollars later, Facebook is now the proud owner of the ever-popular Instagram.  Facebook CEO Mark Zuckerberg and Instagram CEO Kevin Systrom have teamed up to bring everyone under one roof and make photo sharing an even better experience.
Instagram is a free photo sharing application that has managed to acquire a passionate and loyal fan base in less than three years.  The app allows users to take photos, add frames and share via social networks.  No doubt that combining the popularity of Instagram with everyone’s ongoing obsession with Facebook will be lethal.
But back to the money.  One billion dollars.  We all know Facebook is extremely successful and profitable, but one billion dollars is not loose change when you’re talking about an app that doesn’t make any revenue.  Looks like it’s reach and popularity were enough of a driving force for Zuckerberg to complete the deal.  I think fans all over the world will be excited to see what new capabilities come out of this partnership in the months ahead.

Unilever Germany Says “”F*** the Diet”

Unilever Germany is testing the boundaries of Brand-Consumer communication with promotions for its new line of low-calorie food products, using the tagline: “F*** the Diet.”

Unilever supplied this translation for the German TV spot:

“You don’t want to count calories? Just let it be.

With Du Darfst you can enjoy food without regret.

Because Du Darfst means “you don’t have to.”

Just take what you want — F*** the diet.

Du Darfst [you may].”

A spokeswoman for Unilever in Germany said in a statement Tuesday night: “Although the current Du Darfst campaign has become a bit of a talking point in Germany — as effective marketing should — it is targeted specifically at German consumers and uses language that we do not believe most German consumers find offensive. This is because the term in the campaign is frequently heard on German TV and radio, and is used in newspapers and magazines, and in the context of ‘let it be’ it is not censored or seen as inappropriate by most German consumers.”

The brand’s website explains the rationale behind this new campaign. “No fat, no carbohydrates and no food after 5:00 — the list of dietary rules is long and frustrating. Stop it! We have developed some great tips with dietician Silke Kayadelen. Try it — reawaken your passion for food and you’ll never look back!” Ms. Kayadelen is a TV personality, fitness coach and author and is regularly featured on Germany’s version of “The Biggest Loser.”  I applaud Unilever encouraging Germans to focus on sustainable, healthy eating instead of inevitably difficult and unsuccessful fad diets (with the hope of potential customers choosing Du Darfst, of course). I also appreciate Unilever testing the boundaries of corporate communications.

Context undoubtedly plays a major role in whether usage of the F-word is socially acceptable. With the rise of social media and increased brand-consumer interactions, the lines of appropriate communication have become blurred. The F-word is used intimately and often jokingly between friends, but as the connection between consumers and Companies continues to grow, is it acceptable for today’s Corporate-entities to use swear words?

James Bond’s Drink of Choice Causing a Stir

James Bond is almost as famous for his promiscuous flings and jet-set lifestyle as he is for outsmarting villains with his British Intelligence, killer physique and Aston Martin wheels. Bond is also known for his signature Vodka Martini – “shaken, not stirred.” For the first time ever, Daniel Craig, as James Bond, will be cooling off in 2012′s Skyfall with a new drink of choice: Heineken Beer.

To some, Bond’s image as “a hard, tough, smooth operator” is “at odds with a man who would sip lager.” In fact, these people believe that the connection between Vodka Martinis and James Bond is so ingrained that Heineken is wasting its money and its time on a partnership that is predestined to fail. I’ll agree to disagree with these folks.

Depending on the content structure, this partnership could qualify as product placement or as branded entertainment. So long as the scenes with James Bond and Heineken are congruent with typical James Bond film style (think Stella Artois-like content, highlighting the luxurious side of beer, woven seamlessly into the film), I believe that this partnership (in the form of branded entertainment) could be extremely successful. The partnership will be heightened by an advertising campaign featuring Craig as Bond.

While Vodka Martinis are undoubtedly Bond’s drink of choice, why can’t he enjoy a beer (e.g. Heineken) every so often? Personally, I don’t drink beer, but most of the men I know who typically drink hard liquor will also drink beer when the mood/time is right. People are multifaceted and this partnership could reveal a facet of James Bond’s elusive character that was previously hidden from the audience. We’d never ask Bond to commit to one woman – how could we ask him to commit to one drink?!

What do you think? Could introducing a new drink of choice jeopardize Bond’s image? Does the James Bond franchise align with Heineken’s brand positioning?

 

Aziz Ansari Goes Direct-To-Fans

Aziz Ansari is one of the funniest comedians around and as of late, is officially an online entrepreneur.  Ansari has released his latest comedy special, Dangerously Delicious, online, but there’s a catch!  Rather than going through a traditional distribution method like iTunes or YouTube, Ansari is charging five dollars to either stream or download the hour-long special straight from his website.  He isn’t the first comedian to do this and it doesn’t seem like he will be the last.

Is the traditional comedy show as we know it coming to an end?  Will people no longer attend live shows, but rather pay a few dollars to watch online from the privacy of their own home?  Check out the promo here and decide for yourself: