brand-e

Five major World Cup partners – Sony, Adidas, Coca-Cola, Emirates and Hyundai – are failing to associate their brands online with the competition, which opens in Johannesburg and Cape Town this coming Friday, according to Tamar.
The search and social conversion agency says its Sports Index research points to there being a huge opportunity to link sponsoring brands with popular World Cup search terms, and this trend will grow exponentially as the kick-off date nears. However, few of the major partners are working to ensure that they are found online for related search engine queries.

By Simon Fuller. How do you promote a car model 60 years in the making? Well, why not construct a branded experience that not only taps into that heritage but also the tales consumers have to tell about their histories with the brand.
That’s pretty much what US-based interactive agency Fi did when it was tasked when coming up with a website that would be integrated into the Porsche Panamera Welcome To The Family launch campaign for the car maker’s first four-seater car.

Shirt culture. Fred Perry is tale-telling. For one thing, the brand has narratives of its own it wants to share in a campaign that brings ‘the untold stories of the original Fred Perry shirt to life. There’s info on how the Mod’s adopted the shirt, where the famous ‘Tipping’ originated and who the Perry Boys’ were’. (They were a fashion subculture from 1970s Manchester who became trandsetters on the football terraces and in night clubs.)
So we have 50 years of brand history to celebrate here, and no mean shirt heritage, plus some fascinating subcultures.

By Steve Mullins. Numbers game. Look out for the Nike78 online gallery, set to light on 30th May. And then keep an eye out for Nike 78 at this year’s London Design Festival in September.
What is this Nike78 thing?
Well, 78 creatives from all kinds of disciplinary backgrounds from around the world are getting a brand new pair of Nike shoes and will be asked to ‘challenge their function’. The project will be documented on a dedicated website, the then footwear collected and showcased at the 2010 Design Festival 2010.

By Hugh Jordan. Community creative. All is not what it seems at Eyeka. The website- pronounced I-Ka- started life in France as an offering similar to iStock Photo. But over the last five years, its owners have evolved the proposition and now, with offices in Paris and Singapore already, and over 85,000 members worldwide, the newly opened London arm looks set to make a splash in the UK.
“Back then the [stock photo] product was very commoditised,” says Stephen Wise, md of Eyeka’s London operation. “Eyeka’s owners realised the value was in the community rather than the end-product. We have moved from a technological platform perspective to an interactive platform for brands and users.”

Art tech. Intel thinks it’s time to use creativity and tech to connect global youth. Which is why it’s joined forces with VICE to roll out The Creators Project, a venture aimed at enabling artists to showcase their work and visions via a new online destination, creative conferences and multi-disciplinary collaborative projects.
We’re talking a raft of more than 80 artists, including the likes of UNKLE, Stefan Sagmeister, Nick Zinner from the Yeah Yeah Yeahs, plus other innovators working in indie film, futuristic architecture, avant-garde electronica and fashion.