Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Gamers Respond to Ads

Study: Gamers Respond to Ads

Considering that more than a third (36%) of gamers actually bought, talked about or sought information about a product after seeing an ad in a videogame, per Nielsen Games, a case can be made that they are very effective.

Filed under: advertising, Branded Entertainment, Gaming

Product Placements Acquire a Life of Their Own on Shows

Business News – Media and Advertising – New York Times

Product Placements Acquire a Life of Their Own on Shows

Product placements woven into the plots of popular shows are a growing concern to the Federal Communications Commission and consumer groups.

Filed under: advertising, Branded Entertainment, Media, TV

An Online Game So Mysterious Its Famous Sponsor Is Hidden

The Lost Ring is part of a gaming genre called alternate-reality
games that blend online and offline clues and rely on players
collaborating to solve the puzzles. While corporate sponsorship of these games is common, this is McDonald’s first foray into the genre.

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An Online Game So Mysterious Its Famous Sponsor Is Hidden – New York Times
NOT known for its dark marketing, McDonald’s is more a try-our-new-salad, get-your-Shrek-action-figure, look-at-our-dollar-menu sort of place.

For that reason, gamers were surprised to learn that McDonald’s was the
sponsor of an enigmatic Olympic-themed online game called The Lost
Ring, introduced last month. Nothing about the game was branded
McDonald’s, and the game’s Web sites — mysterious and hip, like “Lost”
mixed with “The Blair Witch Project”— were a far cry from the golden
arches.

Filed under: advertising, Branded Entertainment, Consumer, digital, Games, Gaming, Internet, Olympics, websites

The Supporting Actor Wore Radials

Integrating a brand or product into the plot of a movie, a TV series or a video game is intended to thwart the increasing ability of consumers to zap, zip through or otherwise dodge — so to speak — traditional advertising tactics like television commercials.

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The Supporting Actor Wore Radials – New York Times
THE stars are coming out in movies scheduled for release later this year: Angelina Jolie in “Wanted,” Harrison Ford in “Indiana Jones and the Kingdom of the Crystal Skull,” Christian Bale as Batman in “The Dark Knight,” the Dodge Caravan in “Soccer Mom.” …

Back up a minute. A minivan among the shimmering, glowing stars in the cinema firmament, to quote Lina Lamont in “Singin’ in the Rain”? Indeed.

Filed under: advertising, Branded Entertainment, Consumer, CPG, film, movies

Online Games by the Hundreds, With Tie-Ins

By entering the online-game sector, media companies can attract
advertising, including from food companies that have agreed to limit
the nature and volume of television ads aimed at children.

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Online Games by the Hundreds, With Tie-Ins – New York Times
For some children, watching “Dora the Explorer” on television is becoming passé. Now, they want to be Dora.

Tapping into this desire, media companies are increasingly entering
the marketplace for online games — called casual games — and treating
them as new programming, not just online add-ons to their television
properties.

In addition to building brands, one of the big
lures in casual games is the opportunity to attract advertising,
including from food companies which have gradually agreed to limit the
nature and volume of television advertisements aimed at children. But
those agreements have not always extended to the Internet.

Filed under: advertising, Branded Entertainment, Consumer, CPG, digital, Games, Gaming, Internet

Study: Purchase Intent Grows With Each Event

According to a new report from Advertising Research Foundation, found that consumer intent to purchase is on the rise after they attend a brand sponsored event. The study also shows that the intent is directly translated into sales about 50% of the time.
C.

Study: Purchase Intent Grows With Each Event

Getting up close and personal isn’t just for politicians. A new survey shows in-person events can boost purchase intent as high as 52%.

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Filed under: advertising, Branded Entertainment, Consumer, Promotions

Online Video Attracts Six Out of Ten Internet Users Weekly

A new report says six out of 10 high-speed Internet users watches or downloads online video content at least once a week.

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Research Brief » Blog Archive » Online Video Attracts Six Out of Ten Internet Users Weekly
According to the latest Horowitz Associates report, Broadband Content and Services 2007, six out of ten high speed Internet users watch/download online video content at least once a week and 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study. News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows.

Weekly viewing of full episodes of television shows doubled from last year, with 16% of high speed Internet users watching TV online on a weekly basis.

Filed under: Branded Entertainment, Consumer, digital, Internet, Video, VOD, websites, youtube

CPG Brands: If You’re Thinking Digital, These Are Your Tools

CPG consumers are turning to e-newsletters, search and branded sites to learn about CPG products, according to a new survey.

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CPG Brands: If You’re Thinking Digital, These Are Your Tools – Advertising Age – Digital
BATAVIA, Ohio (AdAge.com) — In the latest of several studies showing surprising power for digital marketing among package-goods brands, more than two-thirds of consumers who use the internet have used it to research package-goods products, according to a new survey by Prospectiv, a firm that provides online customer leads for marketers.

Filed under: Branded Entertainment, digital, email, websites

Practicing the Subtle Sell of Placing Products on Webisodes

American Eagle Outfitters is at the forefront of a trend toward
advertainment, making videos to engross viewers while glamorizing a
brand.

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Practicing the Subtle Sell of Placing Products on Webisodes – New York Times
AMERICAN EAGLE OUTFITTERS, the retailer that sells jeans, T-shirts and hoodies for the 15- to-25-year-old set, has been at the forefront of the trend toward advertainment, in which companies make videos to engross viewers while glamorizing a particular brand.

Last summer, on its Web site, ae.com, American Eagle introduced a dedicated media channel called 77e, which plays music and videos. The idea was to make visitors intrigued enough by what they saw to entice them to click further and buy clothes. Much of the content on the channel has been commissioned specifically as entertainment and used the American Eagle brand almost incidentally.

Filed under: advertising, Branded Entertainment, Consumer, Internet, trends, Video, video search, viral, VOD, widgets, WOM, youtube

Rock this way! You, too, can be a music star at fantasy camp

Rock-n-Roll camps are still very much alive and well. And now with the success of video games like Guitar Hero and Rock Band, the next natural step is to pick up an actual guitar and rock out for real!

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Rock this way! You, too, can be a music star at fantasy camp – USATODAY.com
Life was nagging at Hyun-Joo Park. Too many 14-hour days staring at a computer screen. Not enough time getting her 28-year-old ya-yas out.

So she did what any sensible Wall Street banker would do.

Hopped a flight to Las Vegas. Joined a rock ‘n’ roll band. And for four days screamed herself hoarse while perfecting — with the help of guitar hero Slash — a respectable rendition of Guns N’ Roses’ Paradise City, the climax of which found her leaping off a stack of amplifiers with Axl Rose-like gusto.

Filed under: Branded Entertainment, Consumer, experiential, living target

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