Articles
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ArticlesSponsorship: Visa To Replace MasterCard As FIFA Partner
Following a long run with MasterCard as sponsor FIFA has signed rival Visa as the property's global payment card partner from 2007 through 2014. MasterCard's sponsorship runs through the end of the year.
Michael Lynch Visa's senior vp-event and sports marketing told Buzz each of the company's international regions will help dictate how the partnership is activated locally and that in the U.S. the brand will use the soccer platform in part for a big push to Hispanic consumers. -
ArticlesMobile Marketing: Dick’s Sporting Goods Launches First Tour
Dick's Sporting Goods has launched a 20-market mobile tour that features 10 tented activity areas focusing on outdoor sports.
The Dick's Outdoor Adventure Tour—the company's first-ever mobile effort—features an 80-foot-by-120-foot setup with activities ranging from a lure demonstration tank to a paddling pool where consumers can test out kayaks. In addition to the tents the 53-foot trailer converts into an air-soft shooting gallery. -
ArticlesGuerrilla Marketing: FreshDirect Rolls To Moms
A new guerrilla campaign is helping online gourmet grocer FreshDirect play up its consumers' on-the-go lifestyles as the grocer enters new markets in New Jersey and Long Island; the company is also hitting Manhattan in an effort to keep the brand's buzz going there.
A team of eight rollerbladers wearing bright orange branded sweatshirts and old-school skater helmets are storming parks playgrounds and even yoga classes four days each week in search of moms and families. -
ArticlesStrategy: Equal Campaigns For Flavor With Double-decker Bus
Merisant's first-ever mobile tour for Equal is aimed at decommoditizing the sweetener brand. "We want to make Equal more of a visible choice than an invisible brand " John Callahan senior brand manager for Equal told Buzz. "People try Equal all the time—they know it's the stuff in the blue packets—but what we want to do is make sure they're choosing it and not just doing it because it's out of a habit."
The centerpiece of the Campaign for Flavor tour which launched in February at the Coconut Grove Arts Festival in Miami is a brand-wrapped double-decker bus. -
ArticlesLive Translations: Sears Brings Spring To The Streets
Sears Roebuck and Co. brought its spring-themed TV spots to life in New York City last Tuesday. One hundred women dressed in identical apparel featured in the commercials walked together through Manhattan distributing style guides coupons and Gerber daisies.
The models walked from Bryant Park to Grand Central Terminal and then to Times Square.