Crush and 7-Up flavored pound cake?

Found: Crush and 7-Up flavored pound cake in a 7-11 in Colorado Springs, Colorado November 24, 2008. How does this brand extension benefit either party?

Observations: going big or going small

Fig Newtons go mini



Chips Ahoys go big

Episode 8: Hannah Montana

Hannah Montana: (1-28-08, 4:54, 1.18 MB, episode_8.mp3) Standing outside of Epcot theme park at Walt Disney World. Hannah Montana poster for 3-d movie catches my eye. Tickets for the concerts were being scalped. The movie: in 3-d, in theatres, only shown for a week. It's got the name/brand, the exclusivity (one week) and something cool (3-D). The Hannah Montana phenomenon: tv show, concert, then movie. High School Musical phenomenom: tv movie, another tv movie, live tour, 3rd movie in theatres.

#1: These 2 projects are huge. #2: They both milk content. The concerts are successful in themselves. You film it? Boom. Now you can spread the same content out to a wider audience WITH THE SAME CONTENT you were presenting in a live version.

I'd love to create something live, then film it, and do something further with the recorded content. They could take the audio from the movie of the concert and make a cd.

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Hannah Montanta: brand extension heaven

I am fascinated by the re-use, re-packaging, brand extension, whatever you call if, of content, identity, property (whatever you call that as well). I saw this poster at the entrance gates to Walt Disney World in Orlando, Florida and flipped out. The tv show became a concert became a movie!? Hannah Montanah: brand extension heaven! I was googlin' around to find some stats on her cd sales and found a great article on Portfolio.com with more stats than I cold shake a blonde wig at! So, the idea for this post came from me and my excitement about this concept, and the stats are all from Portfolio Magazine's website. (And I have to make mention of this new mag... and here I thought online was the only way to go... here they are, printing a magazine... on paper!)

1. So first there was the tv show: "her eponymous show debuted in 2006 as the No. 1 cable show for kids age 6-14." And it just so happens that in the tv show the main character, Hannah/Miley is a singer.

2. So next logically follows a cd...then another: "more than 8 million copies sold worldwide."

3. Ya got a singer who's known, ya got a cd (two even), so what naturally follows? "a sold-out national tour that has been expanded to 70 dates (and has already generated more than $24 million"

4. In between all this, she has
--"four bestselling DVDs (more than 2.5 million copies sold)
--a series of young adult novels (3.7 million copies and counting)
--video games (1.7 million sold)"

5. And while the concert is going on, why not..film it? They did, and released a movie. But not just any type of movie:
--it was shown in "specially-equipped Digital 3-D theatres"
--on only 683 screens
--tickets were $15

The film, "Hannah Montana & Miley Cyrus: Best of Both Worlds Concert, became the No. 1 movie at the box office Super Bowl Weekend 2008, earning $31.1 million in three days...(It's the) highest per-screen average ever—$42,000 per screen trounced the record of $35,000 set by Spider-Man 3 last year. Originally limited to a one-week engagement, the film has now been extended indefinitely..."

View this great interactive thingy about her earnings on Portfolio.com.

(Source: Portfolio.com)