Articles
College Marketing: Toyota Enlists Art Students To Launch Yaris
Toyota has "hired" 10 art-school classes to create launch campaigns for its new Yaris subcompact. Other brands have hired college classes to devise youth-focused marketing strategies but Toyota chose art school students because it's seeking credibility among "upbeat indie" consumers. Students are creating marketing and promotions campaigns to promote the 2007 Yaris. But the classes...
Sponsorship: 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...
Mobile 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...
Strategy: 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...