Monthly Archives: October 2009

VOW: FUNdamentals for Change


Volkswagen has taken good, clean fun to the next level with a Swedish campaign dedicated to the belief that “the easiest way to change people’s behaviour for the better is by making it fun to do.”

They’re calling it, “The Fun Theory,” and have enlisted a panel of “jurors”—like Swedish author Johan Tell (100 Ways to Save the World)—to recognize the best ideas, inventions, and thoughts that encourage people to make a change (while actually entertaining them):



From a staircase mocked up as a piano (not unlike the “Big” keyboard at FAO) to a bottle bank “arcade machine” (which rewards visitors with sound effects once items are deposited), VW is promoting good behavior—whether for health, the environment, or your fellow man—through (branded) entertainment!



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The Real Intel Superstar on Conan

Last spring, Intel launched a very funny commercial featuring Intel employees fawning, swooning, and gushing over the co-creator of the USB, Ajay Bhatt, with the tagline “Our rock stars aren’t like yours.” Here’s the video:

But, brace yourself, because I’ve got some big news: the man in the commercial is NOT the actual Ajay Bhatt, pictured below:

Who knows the reason Intel decided not to use the real Bhatt: maybe he’s camera-shy, maybe he had too much sex appeal, or, most likely, maybe he was off inventing some other new brilliant, top secret, world-altering device and couldn’t be bothered to tape the commercial.

Well the same question plagued Conan O’Brien, and what resulted was a full interview with the real Ajay Bhatt.

Whatever the reason for booting Bhatt from the commercial spot, Intel managed to land 6 full minutes of late-night territory in a segment that was both informative and hilarious. Conan managed to integrate the Intel brand flawlessly into the comedy, drawing on stereotypes of the technologically saavy, creating inventive ways to mention the USB drive, and suggesting wacky ideas for Intel’s future products. This was product integration at its best.

Domo Gets a Slurpee Brain Freeze!

7-Eleven always brings back the good memories. Free slurpees on 7/11, brain freezes, that awesome Simpsons in-store takeover a few years ago. And now Japanese character Domo is making a splash in stores nationwide! (Just walked by a 7-Eleven on the way to work – definitely going back to check it out some more.)

Domo is a brown blockhead with feet, also known as a lovable fart monster, created by Tsuneo Goda, and is the mascot for Japanese TV station NHK. Domo’s fall plans include covering 7-Eleven stores for six weeks starting October 1st with Domo Slurpee and coffee cups, fuzzy Domo toys that hang off Slurpee straws, hot dog containers, open-mouth Domo candy displays. You can also try their new Domo-inspired red apple flavor Fuji Frost or purchase Domo goodies like collectible action figures, abbreviated Manga comic book just for 7-Eleven, DVDs (supposedly a roundup of video clips, fan-created animations, commercials, Japanese spots), plush characters and clothing.

According to AdWeek, Evan Brody, marketing manager for Slurpee and Big Gulp Brands seems to also like the new takeover: “Domo lends itself well to the store and our proprietary products and our consumers who… love crazy Japanese shit.” If that’s the ultimate slice of the 7-Eleven customer profile, I think I can be cool with that.

A 3-webisode series will also be promoted on and These films were created by dwarf inc., the original creator of Domo’s stop-motion animation. Check out the first and second one here:

Domo’s First Slurpee



Domo’s Journey



Perhaps next on the list, some Murakami spring or Kid Robot summer action? LOVE.




Check on October 12th and 19th for the 2nd and 3rd episodes:


More pictures can be found on Eat Me Daily blog:








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Video of the Week: The Art of Storytelling


Canal Plus, a French TV network much like HBO and Showtime, has launched a new advertisement that showcases the art of storytelling…





This advertisement is a great way of showing viewers how captivating their content is rather than just telling them.

I don’t know about you, but I was certainly convinced. I actually had to watch the video twice before I noticed that there were clothes hanging in the wardrobe…

“Never underestimate the power of a great story…”



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TWEED Flashback


This week’s Flashback shows that Branded Entertainment is catching on like swine flu, you can write a rock opera about nearly anything in the world, and Barbie can have a friend named Janessa:

Highlights from this week’s edition:

Publicis Worldwide Launches Branded-Entertainment Division, AdAge, 10.05.09
The Milk-Focused Rock Opera You’ve Been Waiting For, Creativity Online, 10.06.09
Mattel Introduces Black Barbies, to Mixed Reviews, Associated Press, 10.08.09


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.


Publicis Worldwide Launches Branded-Entertainment Division, AdAge, 10.05.09
Publicis Worldwide is launching a branded-entertainment division called Publicis Entertainment, with which focus on connecting marketers with TV, film, and gaming properties. The first Publicis Entertainment office will open in London.

The Milk-Focused Rock Opera You’ve Been Waiting For, Creativity Online, 10.06.09
The latest integrated campaign for the California Milk Processor Board is a 20-minute online rock opera entitled “Battle for Milkquarious.”

Biore reveals “Dirty Little Secret” in Branded Content Initiative,, 10.06.09
Biore has released a series of audio drama via iTunes, which will follow the fortunes of a girl sharing her beauty secrets.


Soon, Bloggers Must Give Full Disclosure, New York Times, 10.05.09
On Monday, the Federal Trade Commission said it would revise rules about endorsements and testimonials requiring bloggers who review products to disclose any connections with advertisers.

Forecasters Again Predict a Less-Grim Holiday Sales Slump, AdAge, 10.06.09
It might not be as terrible as last year, but analysts are saying the coming holiday season might not give too many retailers much to celebrate.

YouTube Eases the Way to More Revenue, New York Times, 10.06.09
Some media companies are no longer fighting unauthorized clips on YouTube, instead letting YouTube sell advertising when people watch and claiming half of the revenue.

Publishers Like Time Inc.’s “Hulu for Magazines” Pitch. What Will Apple and Amazon Say?, All Things Digital, 10.02.09
Time Inc. is looking to partner with other magazine titans to create an online “Hulu for Magazines,” which would make magazines available for download to e-readers.

Google Lures Local Advertisers by Subverting Its Own Search Policies, AdAge, 10.07.09
Google is hoping to attract more local advertisers by offering search ads for a flat fee. This is a drastic break for a company that has traditionally valued keyword auctions.

Coke Didn’t Make America Fat, Wall Street Journal, 10.07.09
The CEO of Coca Cola Muhtar Kent wrote an Op-ed for the WSJ railing against proposed “fat taxes” on food and beverages high in calories. According to Kent, the solution to American’s bulging waistlines is increased exercise, not increased taxes.

Yahoo! to Promote Home Page Apps During Open Hack Day, PC World, 10.09.09
On Friday and Saturday, Yahoo will promote “Open Hack Day” at a conference in New York City. The company will open all its online services, sites, and applications to third party developers in hopes that they will build thousands of programs to be used by Yahoo users.


Gourmet Magazine Closes after 70 Years,, 10.05.09
Following a months-long McKinsey review, Conde Nast shuttered several magazines including Gourmet, Cookie, Elegant Bride, and Modern Bride.

Monday Night Football- Cable’s All-Time Biggest Audience and ESPN’s Highest Rating Ever, TV by the Numbers, 10.06.09
Monday night’s game between the Minnesota Vikings and the Green Bay Packers- the first game Brett Favre has played against his former team- delivered the biggest audience in the history of cable television.

Amazon Cuts Kindle Price, Adds Global Version, Associated Press, 10.07.09
On Wednesday, Amazon dropped the price of its Kindle by $40 to $259, and announced it will launch an international version of the e-reader.

Mattel Introduces Black Barbies, to Mixed Reviews, Associated Press, 10.08.09
Mattel has launched a new line of black Barbie dolls with fuller lips, a wider nose, and more pronounced cheekbones. The new dolls are called the “So In Style” line, and are named Grace, Kara, Trichelle, Courtney, Janessa, and Kianna.


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