THE BEST BRANDED ENTERTAINMENT OF 2013 EXAMPLES
HONDA HELPS SAVE THE DRIVE-IN THEATER
Honda Motor Co. went old school with an effort to save aging drive-in movie theaters unable to upgrade their venues with new digital projectors. The Japanese automaker wound up helping nine theaters across the country and put a spotlight on an area of the exhibition biz that’s become an aging relic but a nostalgic part of car culture.
HONDA HELPS SAVE THE DRIVE-IN THEATER
Honda Motor Co. went old school with an effort to save aging drive-in movie theaters unable to upgrade their venues with new digital projectors. The Japanese automaker wound up helping nine theaters across the country and put a spotlight on an area of the exhibition biz that’s become an aging relic but a nostalgic part of car culture.
AUDI REVS UP YEAR-ROUND DEALS
When it comes to entertainment, carmakers typically put their marketing dollars around a single summer tentpole, but Audi made sure the German auto brand was associated with top properties year-round, with showy promos in and around “Iron Man 3,” “The Wolverine” and “Ender’s Game,” while also sponsoring the Emmys, AFI Fest and the Toronto Film Festival and hosting events around the Golden Globes and Oscars. It also one-upped Mazda this summer with a humorous short starring the two Spocksaround the release of “Star Trek Into Darkness.” Mazda was the film’s official car partner.
When it comes to entertainment, carmakers typically put their marketing dollars around a single summer tentpole, but Audi made sure the German auto brand was associated with top properties year-round, with showy promos in and around “Iron Man 3,” “The Wolverine” and “Ender’s Game,” while also sponsoring the Emmys, AFI Fest and the Toronto Film Festival and hosting events around the Golden Globes and Oscars. It also one-upped Mazda this summer with a humorous short starring the two Spocksaround the release of “Star Trek Into Darkness.” Mazda was the film’s official car partner.
Also noteworthy: Infiniti produced “Deja View,” a choose-your-adventure film. Jaguar cast “Homeland’s” Damian Lewis in its own film, “Desire.”Canon gave new filmmakers a push with “Project Imaginat10n.” Doritos put a WWE fan in the ring at “SummerSlam.” And a brand could have generatedsome buzzworthy goodwill with fans of “Veronica Mars” by picking up the tab when its creator was raising money for a bigscreen version on Kickstarter. The film bows at Sundance.
Forecast: A brand will step up to produce an original series for Netflix, Hulu, Amazon or the new videogame consoles from Microsoft and Sony. Carmakers will also generate considerable mileage from high-profile placements in films like “Transformers: Age of Extinction” and “Need for Speed.”
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