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ENTERTAINMENT |
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CBS Consumer Products EVP/General Manager 1675 Broadway, 17th Fl. New York, NY 10019 212-975-5232 liz.kalodner@cbs.com |
Retailer bebe and CBS Consumer Products launch “bebe for 90210,” a branded clothing line based on the 90210 series airing on The CW. The collection debuts in the fall and includes styles worn by series characters in the show. The attire will be available the same day as it appears on-air. Bebe for 90210 will consist of four collections annually including dresses, tops, bottoms, and accessories. The program will be supported with an integrated marketing campaign as well as in-store signage and branding. The clothes will sell exclusively at its retail locations and online. (bebe, Manny Mashouf, Founder/CEO, 400 Valley Dr., Brisbane, CA 94005; 415-715-3900; www.bebe.com) |
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FOOD/BEVERAGE |
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McDonald’s Neil Golden SVP/CMO One McDonald’s Pl. Hinsdale, IL 60521 630-623-4332 neil.golden@us.mcd.com |
Searches for undiscovered music talent by aligning with media-music agency Artists & Brands. McDonald’s executives and music producer Rodney ‘Darkchild’ Jenkins are inviting select musicians who upload original music to ArtistsAndBrands.com to produce a track for the fast food chain. The song may appear in an upcoming commercial. Artists also record two other original singles that are available for $.99 at the Artists and Brands website. The site also features behind-the-scenes footage from the recording sessions, photos, and background information on the featured performers. Each month Jenkins selects an “Artist of the Month” to receive additional guidance and support in his or her career. (Artists and Brands, William James, P.O. Box 11224, Chicago, IL 60611; info@artistsandbrands.com; www.artistsandbrands.com) |
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SoBe Angelique Krembs Marketing Director 40 Richards Ave. Norwalk, CT 06854 203-899-7111 akrembs@lizmail.com |
The Pepsi-owned beverage company teams with website CollegeHumor.com to launch SoBe Studios, a unit to create and distribute branded content. SoBe’s presence is intended to be subtle: its logo appears on bumpers before the clips, and its image may appear as supers or on microphones used by performers. Some of the projects developed under the alliance include the three-part Web series Mr. Vicarious — featuring comedians Paul Scheer and Nick Kroll — that plays on SoBe’s bottle redesign. Another series, How to Impress a Swimsuit Model, has received more than one million views since its spring debut. CollegeHumor is owned by IAC. (CollegeHumor, Sam Stahl, VP Sales, 225 Park Ave. S., 17th Fl., New York, NY 10003; 212-625-0668; sam@collegehumor.com; www.connectedventures.com) |
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FOOTWEAR |
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Skechers Kristen Van Cott VP Creative Development, Entertainment 228 Manhattan Beach Blvd. Manhattan Beach, CA 90266 310-318-3100 |
The shoe company supports Zevo-3, its new animated kid TV series, with a promotional “sneak-peek” DVD inserted in one million shoe boxes during the back-to-school shopping season. Skechers also is promoting the new series with an interactive website, Zevo-3.com featuring games, clips from the show, and information about the cast of characters. The series premieres on NickToons this fall. |
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TELECOMMUNICATIONS |
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MTV Networks Kevin Arrix EVP Digital Advertising Sales 1515 Broadway New York, NY 10036 212-846-7009 kevin.arrix@mtvn.com |
The network’s ad division introduces the “Mobile Tribe” that groups cellphone content to allow marketers the ability to extend the reach of online campaigns. Within this mobile division, MTV has further grouped its content into three demographics: • Music & Youth Mobile Tribe: Focuses on music and pop culture applications aimed at teens and young adults. Showcases MTV, VH1, and CMT content. • Entertainment Mobile Tribe: Focuses on action, sports, and male-specific applications. Showcases Comedy Central and Spike content. • Casual Gaming Mobile Tribe: Focuses on gaming applications, including Addicting Games and Shockwave content. Kraft’s Miracle Whip dressing has signed on as an initial sponsor. Under the effort, a Miracle Whip branded ad banner appears across MTV-branded websites with the question “Are you MW?” Users who click on the ad are directed to the Miracle Whip Facebook fan page and asked to join as fans. Miracle Whip also sponsors MTV’s Twitter Factor tracking mobile content and celebrities. (Kraft Foods, Amy Monroe, Brand Manager, Mayo, Three Lakes Dr., Northfield, IL 60093, 847-646-2000; www.kraftfoods.com) |
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