As Sex and the City is out in cinemas at midnight, we thought it would be a good time to see what brand tie-ins are generating the most buzz in social media.
In the US, the brands that dominate the buzz around Sex and the City 2 are primarily HP and Apple, as people discuss Carrie’s Macbook being replaced by an HP in a big product placement deal. Apple and HP are each mentioned in 4% of SATC2 posts.
Carrie Bradshaw made Manolo Blahniks, Macs and pink Cosmopolitans, all synonymous with householdmusts. So to see Skyy Vodka, Mercedes Benz, Moet Champagne, and Swarovski in the lineup of marketing partners fits, just like her Blahniks. But HP? brand-girl.com
Official brands Skyy vodka, Möet & Chandon champagne and Lipton teas, are all receiving relatively low levels of mentions in SATC2 buzz, only being mentioned in a combined 2% of posts. One blogger promotes the vodka in a SATC2 post:
Have a SKYY Vodka pre-movie cocktail with your SATC-crazed crew; Pat Field (the darling stylist behind the girls envelop pushing looks) created the starry nightscape design of the bottle. Cosmo anyone? thefashionistas.org
In the UK, Apple and HP are only appearing in 1.7% of SATC2 posts, while Debenhams, which has a retail partnership with the film, is mentioned in nearly 7% of SATC2 posts. One tweeter has noticed the adverts:
Müller, which has been noticed for its SATC2 adverts, is only mentioned 1.8% of the time, likely due to its perhaps irrelevance to the film, as mentioned in this tweet:
You have never seen any posts made by me in this blog before, as I never had the opportunity. Arriving in London from Stockholm, Sweden and joining the Jam team three days ago I am the greenhorn of the gang. In a few days (weeks?) however, I will hopefully feel right as rain at the far end of the row of Social Media planning geniuses. If you want to know me a bit better, here is a Spotify playlist hastily put together. Its long, its weird…but its me.
There is a lot of change going on around me at the moment. First and foremost, I have once again left my hometown for a new city, a quite different one I might add (except for the weather, the weather in London is almost as bad as in Stockholm). But there are also massive changes going on in marketing industry, of which we are working in. In HP’s newest transformation video about how digital platforms are reshaping communication it is stated that by 2010, 70% of the online content will be created not by corporations but by individuals. This means that the corporations are losing their power and must start listening to their customers and start rethinking their communication. I do not think the old ways have to go completely, not all communication should go online. However, traditional messages has to be tweaked and delivered to where the audience wants to listen to it. I am still waiting for an amazing campaign where online and offline will go hand in hand in perfect synergy. The old must become integrated with the new:
