Category: Chapter 12 – Promotional Strategy and New Media

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Starbucks’ “Race Together” Campaign is Pulled Following Harsh Criticism

Starbucks is launching a new campaign that has generated much controversy. “Race Together” is meant to spur conversation about race relations in the US between baristas and consumers. Many worry that racial relations in the U.S. is too big of a topic for the company to embrace, yet CEO Howard Schultz stands firm behind his decision.

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“Transformers: Age of Extinction” Receives 2015 Award for Most and Worst Product Placement, While “Lego Movie” Succeeds with Strongest Product Placement Impact

Featuring 55 brands, Transformers: Age of Extinction recently won both the 2014 Award for Achievement in Product Placement in a Single Film (that is, the most product placement) and Worst Product Placement by Brandcameo. It also tied for first in Unwanted Product Placement. The Lego Movie saw greater success, winning the 2014 Award for Product Placement Impact.

Facebook and YouTube Seek Ways to Capitalize on Super Bowl Ad Excitement: Why Join the Party When you can Host your Own?

For platforms like YouTube and Facebook opportunities to capitalize on the excitement and massive audience that surrounds the Super Bowl may both work with and against the broadcasting of the game, its halftime show, and the advertisements that fill all the spaces in between.

Unilever’s Partnership with MTV to Bring Back “House of Style” as a Multiplatform Native Advertising Vehicle; Provides a look both at the Benefits and Challenges of Native Advertising

An interesting article in AdWeek discusses MTV’s decision to bring back one of its iconic shows from the early nineties. “House of Style” which aired from 1989 to 2000 was originally brought back in 2012, […]