Monthly Archives: October 2009

TWEED Flashback

 

This week we’ll see why you can sell clothes with a naked guy as a mascot, and why U2 still rules the world.

Highlights from this week’s edition:
A Campaign for Clothes by a guy Not Wearing Any, NYTimes, 10.28.09
U2 Concert Stream Breaks Record, Hollywood Reporter, 10.29.09

 

Great minds think alike, right? TWEED Flashback is helping minds connect by scouring the web once-a-week for any and all relevant entertainment, branded content and industry stories. Get a heads up and stay in the know with TWEED Flashback.

 

BRANDED ENTERTAINMENT NEWS
A Street Musician with a Corporate Sponsor, NYTimes, 10.29.09
Unilever is now sponsoring a NY staple: street performers.

A Campaign for Clothes by a guy Not Wearing Any, NYTimes, 10.28.09
Zappo’s advertises with “the world’s fastest nudist.”

Dupont’s Social Media Campaign, AdAge, 10.28.09
Dupont is creating viral videos with footage from its spectacular product testing.

Promoting Gourmet, Even After Its Death in Print Media, NYTimes, 10.27.09
Though Conde Nast has shut down the magazine, Gourmet is still featured in a PBS series sponsored by American Airlines.

ADVERTISING NEWS
Internet Addresses Can Use New Scripts, NYTimes, 10.30.09
By the middle of next year, Internet surfers will be allowed to use web addresses written in Chinese, Arabic, Korean, and other non-Latin alphabets.

Despite Downturn, Bold Moves and New Techniques, NYTimes, 10.28.09
Some positive signs for advertisers in the 4th quarter.

ENTERTAINMENT NEWS
Offers for Travel Channel Expected to Approach $1 Billion, NYTimes, 10.30.09
Cox Communications is expected to command nearly $1 billion for the sale of the Travel Channel.

How Sunday Became TV’s Most Expensive Night, AdAge, 10.28.09
For at least 3 TV seasons, Sunday has been the most expensive night of the week on broadcast TV for advertisers.

U2 Concert Stream Breaks Record, Hollywood Reporter, 10.29.09
YouTube’s webcast of a U2 concert was watched by nearly 10 million people.
 

 

 

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Brand Journalism Breaks Through

In partnership with IBM, OgilvyEntertainment have successfully blended Branded Content with the Fourth Estate to create a new practice known as Brand Journalism.

In piloting this approach we purposely identified timely “new news” stories that also included a compelling contribution from IBM. Our research led us to Smarter Electricity Grids and Electronic Health Records; two topics that have recently been pushed to center stage in the public imagination and legislative arena.

With the help of a nimble three-man crew from Radical Media’s documentary division, we struck out to capture the opinions of industry experts, consumers and IBMers. We visited illustrative “islands of brilliance” across North America and gained almost unheard-of access to helipads and turbine rooms, thanks to the discreet size and editorial nature of our film unit.

Each tour was capped with an extended interview with an accredited, uncompensated journalist – a commentator whose opinions on the respective subject have been widely published.

As we edited each report together the journalist emerged as a natural spine of logic running through each piece – lending our pilots an unbiased and commonsensical tone. Similarly, we allowed the validity of the story to speak for itself by employing few of the sophisticated editing techniques that denote traditional TV advertising.

We believe the end result feels less like a commercial spot and more like a 60 Minutes segment. So much so, that these assets have already appeared everywhere from the CNBC Business of Innovation broadcast to IBM events. Indeed we are currently investigating new distribution methods that marry digital watermarking technology with 24-hour news outlets. Contact us for more information.  

TWEED Flashback

 

This week we’ll explain why blogging is going down the toilet and why Twitter’s CEO is just posting “$$$$$$$” over and over again.

Highlights from this week’s edition:
Toilet Blogging Will Pay More Than Huffpo Blogging, AdAge 10.21.09
2 Deals Hint at Revenue for Twitter, New York Times, 10.21.09

 

Great minds think alike, right? TWEED Flashback is helping minds connect by scouring the web once-a-week for any and all relevant entertainment, branded content and industry stories. Get a heads up and stay in the know with TWEED Flashback.

 

BRANDED ENTERTAINMENT NEWS
Yahoo, Ad Giant WPP Announce Branded Content Partnership, The Business Insider, 10.21.09
Yahoo and Group M have announced a plan to co-produce branded video content.

Fox Digital Studios Puts Focus on Branded Entertainment, AdAge, 10.19.09
News Corp’s Fox Atomic studio is being rebranded Fox Digital Studios, a new unit that will focus on branded programming.

Toilet Blogging Will Pay More Than Huffpo Blogging, AdAge 10.21.09
Procter & Gamble Co. is looking to hire 5 “Charmin Ambassadors” to staff its Times Square bathrooms this holiday season and blog about the experience. The 5 week gig pays $10,000.

M3 Creative to Produce Webisodes for Amex, iTunes Spots for NBC Universal, Reuters, 10.20.09
M3 Creative will produce webisodes for American Express’ Enthusiast’s photostream and iTunes/Best Buy featurettes for NBC Universal’s “Couples Retreat.”

ADVERTISING NEWS
There’s a Glimpse of Blue Sky on the Economic Horizon, AdAge 10.19.09
An economic recovery may be happening, according to analysts. Maybe.

2 Deals Hint at Revenue for Twitter, New York Times, 10.21.09
On Wednesday, Twitter struck deals with Microsoft and Google to make available the company’s tweets.

Times Co. Shows Loss but Beats Forecast, New York Times, 10.22.09
The Times reported a $35.6 million loss for Q3. The Times collected more dollars from circulation than from advertising in the third quarter, an unusual occurrence.

ENTERTAINMENT NEWS
The U.S. requests Polanski’s extradition, The Hollywood Reporter, 10.23.09
The U.S. has formally asked Switzerland to extradite film director Roman Polanski, though no decision deadline was set

NBC Deals with Carolla, Cheadle, Variety, 10.22.09
NBC is looking to beef up its comedy offerings, striking new deals with Adam Carolla, Bill Oakley, and Don Cheadle.

 

 

 

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Expedition 206: Coca-Cola’s Happiness Ambassadors Spread the Joy

As part of its new “Open Happiness” campaign, Coca-Cola will send three “Happiness Ambassadors” on a year-long expedition to 206 countries (where Coca-Cola is present). After extensive search, Coca-Cola has narrowed its ambassadors to 3 teams of 3. Beginning today, 10/21/09, consumers are encouraged to go online and vote to determine who the three travelers will be.

The chosen bloggers will explore different cultures while blogging, posting updates on Twitter, adding videos to YouTube, and uploading pictures to Flickr in hopes to generate talk and buzz around the happiness campaign. The ambassadors will meet with locals and learn about their culture while uncovering what makes people happy. They will even take part in the Vancouver 2010 Winter Olympics, FIFA World cup in South Africa, and the World Expo 2010 in Shanghai, all of which Coca-Cola sponsors.
 

 

A recent Forbes article quotes Director of Coca-Cola’s Office of Digital Communications and Social Media, Adam Brown, “It’s not about having the Coca-Cola brand first and foremost, center of the screen. It’s about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy." 

This campaign is a perfect example of how brands can engage consumers through all the social media elements. Throughout the year-long journey, the ambassadors will constantly be engaging the consumers by sharing videos, blogs and photos. They will also be taking consumer suggestions at their destinations as to areas they will visit. In a Coca-Cola press release, Adam Brown continues, “This mash-up of social media – online photo galleries, video clips, blogs, microblogs, social networking – combined with an amazing journey, enthusiastic travelers and a theme of happiness is a great way for us to connect with people around the world. The global adoption of social media has given us a way to deliver a year-long reality TV series without the TV.”

As Brown stated, this campaign allows for a vast array of content opportunities, even upon the ambassadors return from their explorations. With the immense increase in video sharing over the past year, Coca-Cola will be able to leverage all the social media sites to reach a large target.

Who knows, maybe someday these bloggers will gain "celebrity" status in the blogosphere, all thanks to Coca-Cola’s “Open Happiness” campaign. For now, they have, at least, earned an all expense paid tour of the World’s greatest countries!

 

 

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TWEED Flashback

 

In this week’s Flashback, we find out who Barbie’s godfather is, that yodeling can be a star-maker, and that Seth MacFarlane will eventually have a show on every night on Fox.

Highlights from this week’s edition”

Christian Louboutin: Barbie Doesn’t have Cankles, She Just Could Have Had ‘Thinner Ankles’, New York Magazine, 10.16.09
Yahoo! Searches for new yodel, opens Time Square booth, New York Post, 10.13.09
Microsoft Taps ‘Family Guy’ to Help Sell Windows 7, AdAge, 10.13.09

 

Great minds think alike, right? TWEED Flashback is helping minds connect by scouring the web once-a-week for any and all relevant entertainment, branded content and industry stories. Get a heads up and stay in the know with TWEED Flashback.

 

BRANDED ENTERTAINMENT NEWS
Christian Louboutin: Barbie Doesn’t have Cankles, She Just Could Have Had ‘Thinner Ankles’, New York Magazine, 10.16.09
Designer Christian Louboutin has agreed to a vast number of Barbie-related fashion deals including “Louboutin will be Barbie’s ‘godfather’ for a year,” seriously.

Cheers: Bud Light Sole Sponsor for ‘SNL’ Oct. 17, MediaDailyNews, 10.15.09
Anheuser-Busch will buy out all the TV commercial time in this weekend’s “Saturday Night Live.” It’s part of a push to promote the new Bud Light Golden Wheat Beer.

Yahoo! Searches for new yodel, opens Time Square booth, New York Post, 10.13.09
Yahoo! opened a recording booth above Time Square’s Hard Rock Café as part of a global competition for a new corporate yodeler. Randy Jackson, LeAnn Rimes, Jewel, Pete Wentz, and Kimberly Caldwell were on hand to serve as vocal coaches.

Six Flags fans “tweet” their way to the American Music Awards,
Reuters, 10.16.09
Six Flags is offering one of its Twitter followers the chance to go to the 2009 American Music Awards through use of the hashtag #SixFlags.

Olympic Challenge: Engaging Youth, New York Times, 10.13.09
In order to drum up excitement- and viewership- for the Olympics, the International Olympic Committee is launching a global “Best of Us” campaign in which young people are encouraged to create video clips in response to challenges from Olympic athletes, like Michael Phelps asking how many clapping push-ups you can do in 30 seconds.

Microsoft Taps ‘Family Guy’ to Help Sell Windows 7, AdAge, 10.13.09
Microsoft will sponsor a commercial-free variety show starring Seth MacFarlane, creator of “Family Guy,” set to air on Fox on Nov. 8.

ADVERTISING NEWS
Disney’s Retail Plan is a Theme Park in Its Stores, New York Times, 10.12.09
With input from Steve Jobs, Disney has decided to overhaul its Disney Stores, making them entertainment destinations called Imagination Parks. They will feature theaters, high-tech “magic mirrors,” and video-projected fireworks, among many other cool high-tech doohickeys.

Bing Gains Advertising Dollars in Addition to Traffic, AdAge, 10.12.09
Microsoft’s Bing search engine is slowly gaining share of search-ad dollars.

Niche Brands Should Embrace Big Market for Offbeat Content, AdAge, 10.12.09
Though most popular entertainment is safe, there is a huge market for off-the-beaten path “cool” content online.

ENTERTAINMENT NEWS
News Corp., Liberty eye NBC U, Variety, 10.16.09
If Comcast doesn’t acquire NBC Universal, Rupert Murdoch and John Malone are waiting in the wings.

Taylor Swift to host ‘SNL’ next month, CNN, 10.15.09
Taylor Swift is slated to host “SNL” on November 7. I hope they do a Kanye West joke.

 

 

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