Power of a brand part II -- Call of Duty: Black Ops

Increasing brand positioning via association (to a video game).

In an earlier post, the integration of Apple's iPad into a product offering to increase product brand position via association with the iPad was discussed.

Now the popularity of Call of Duty: Black Ops is being used by Jeep in an attempt to influence prospective buyers.  If there is any surprise, it might be that the COD: Black Ops brand would be deemed so attractive to enough of Jeep's target market.  Jeep's consumer research would be interesting to see.

     

                                                                             Jeep Wrangle Call of Duty: Black Ops Edition

If video game can scan body -- what could be other uses?

No TSA-like body scan.  Rather scan of "outer body" only.

The Xbox 360 Kinect video fitness game Your Shape Fitness Evolved has the ability to scan user bodies as they participate in exercise routines. During exercise, the game monitors for pace and proper body positions (below).



With this type of technology already in homes...
When might online clothing stores offer at home personalized body scans that allow consumers to "try on" clothing in virtual dressing rooms that link specific body shapes/dimensions to actual clothing sizes and styles (that the retailers have digitized as well)?

iPad's growing ecosystem

More businesses are integrating iPad into their offerings -- and hoping to attach their products to iPad's high brand positioning.

By any measure, Apple's iPad is a successful product on its own.  However, it is increasingly being used by businesses as part of their product offerings.  As much as the iPad might actually improve these products, the biggest benefit might be linking the iPad to the products... if consumers think so highly of the iPad, maybe some of the "love" will rub off.

NOTE: This goes beyond merely adapting current offerings for the iPad -- although iPad apps for existing products are extremely popular.

Some recent examples:

• The owner's manual for Hyundai's Equus model is an interactive digital owner's manual on the iPad that comes with the luxury car. See the magazine advertisement below.

          

• Delta Air Lines has installed 200 iPads in their gate area at New York's JFK International Airport. Delta customers can use the iPads for entertainment and to order food at airport eateries.
• News Corporation is developing a new digital newspaper centered around the iPad. The Daily is scheduled for an early 2011 launch. 

Apple continues to reap the rewards for their great products.

Kohl's Happy ThankSaving... just a bit tacky

Happy ThankSaving ???

Thanksgiving traditions -- the Macy's Parade, NFL football, time and dinner with family, and giving thought to the blessings of life.

Now Kohl's is adding a new one... the Happy ThankSaving sale. 

A television, newspaper, social media and web campaign.

Surely their marketers can do better.