Monthly Archives: February 2010

TWEED Flashback

This week we find out what kind of music chocolate makes and why Speedy Gonzales is coming out of retirement.

Cadbury, the Album, brand-m.biz 02.23.10

You Shall Know His Velocity: Speedy Gonzales Gets a Movie, New York Times 02.24.10

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

Cadbury, the Album, brand-m.biz 02.23.10

The Candy maker has become a music maker.

Snapple Sponsors Yahoo Sports Show, Brandweek 02.23.10

Snapple will sponsor a Yahoo show looking at bloopers and light moments from the world of sport.

ADVERTISING NEWS

Most TV- Broadcast or Cable- Saw Ad Revenue Fall Last Year, AdAge 02.22.10

The major 5 networks all saw declines in ad revenue, but FX, E! and USA all gained.

Lowered Expectations: Web Redefines “Quality”, AdAge 02.22.10

The web is completely unending entertainment professionals’ standards of “quality.”

Measure the Web like TV and Brand Advertising Will Follow, AdAge 02.22.10

A call for new web metrics, for the sake of advertisers.

Future of Branded Sites Unclear, BrandWeek 02.23.10

No one can tell where branded sites are heading.

Any Way It’s Sliced, Appeal of Social Media Grows, New York Times 02.22.10

Social media is being developed for brand communities you might not expect.

Take a Step Closer for an Invitation to Shop, New York Times 02.22.10

North Face is launching a new campaign that sends mobile ads to shoppers within a certain radius of a North Face store.

ENTERTAINMENT NEWS

How YouTube Morphed Into a Movie-Marketing Darling, AdAge 02.22.10

YouTube has become a must-buy for entertainment marketers, which could make the site a cash cow for Google.

Jay Leno Sets “Tonight Show” Guests, Hollywood Reporter 02.22.10

Leno is back on Monday and fighting for viewers with guests like Sarah Palin, the cast of the Jersey Shore, and the biggest Winter Olympians.

You Shall Know His Velocity: Speedy Gonzales Gets a Movie, New York Times 02.24.10

Speedy Gonzales is getting a movie. I can finally stop sending all those letters to Warner Brothers.

Video of the Week: Real Viral Campaigns

The Super Bowl has come and gone, and so have many of its commercials. You may still see a lot of the ads aired on TV, but, as Ad Age’s Viral Video Chart proves, most of the Super Bowl ads do not sustain their popularity in the digital world.

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On the other hand, some of the more “durable” viral campaigns, such as the Evian’s Rollerskating babies, are returning to the list.

“It’s the difference between a surge in audience powered by marketing and exposure from a big event, and a sustained viral campaign, powered by social media and marketing.”

Out of the four Super Bowl ads remaining on the list (Doritos, Snickers, E-Trade and Google), we thought we would share the top 2:

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value=”http://www.youtube.com/v/6rauK4fBjkI&hl=en_US&fs=1&”>

Enjoy!

2010 One Show Entertainment Wrap Up

The success of the second annual One Show Entertainment, held last week in Hollywood, CA, validated the reason why we introduced the show in 2008 — branded entertainment is an exciting and rapidly growing segment of advertising. This is true despite the current hesitancy of the industry at large. We saw a dramatic increase in the number of entries and, more importantly, the quality of work.

Some of the most notable leaps were made in the technology used to deliver branded experiences. Using Adobe’s augmented reality software, John Mayer’s music video for “Heartbreak Warfare,” produced by BLITZ, was one of the first examples of music integrated with augmented reality. We also saw the continuation of the App craze with many iPhone Apps taking home awards, including those for Volkswagen, Pizza Hut, Gillette and Doritos.

The larger take home message is that mainstream content producers have begun to merge with the conventional institutions of television and film to create high-impact branded messages such as Yes, Virginia, which appeared in prime-time during the holiday season, OgilvyEntertainment’s Helping Rebuild Greensburg for Discovery Network and Dr. Bing, a documentary created for Microsoft by Creative Artists Agency.

Even though not everyone walked away with a One Show Pencil, many stellar entries deserve recognition. To name a few: Tribal DDB’s Monopoly City Streets for Hasbro, Duncan/Channon’s interactive computer table used at the Hard Rock Café in Las Vegas, and Mother London’s Smooth Originals web-series for Stella Artois. The fact that this work did not place indicates the level of quality emerging in the branded entertainment arena.

Looking forward, expect to see a growing emphasis on large scale branded experiences that produce holistic brand messages. Undoubtedly, we will continue to see technology play an ever expanding role in the development, consumption and impact of branded content.

Congratulations to all of the winners of One Show Entertainment, and all the best in 2010.

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About the Author: Seth Callaway

Seth Callaway began at The One Club in 2008 as the founding producer of One Show Entertainment. Seth also oversees The One Club’s prestigious graphic design awards, One Show Design. Prior to The One Club, Seth managed marketing functions at Gotham Digest magazine and researched consumer decision-making at the University of Oregon, where he earned degrees in psychology and business administration.

In his spare time, Seth enjoys playing with knives in the kitchen, being outdoors and pretending he can dance.

Balancing Act

Ever wonder, “What is art?”

Seems New Balance is challenging viewers’ perspectives with its very own daily dose of modern (branded) interpretive videos. The short films featured on the sneaker company’s hub site are part of a new film project, art directed by Mother, which will showcase a new 15-30 second video daily in 2010.

So far, content ranges from banjo plucking battles to this trompe l’oeil short (captioned “Tight rope walking isn’t always dangerous”)—and anywhere/everywhere in between. Directed by Jesper Kouthoofd (of Ikea and Volvo fame), videos are loosely themed around the concept of “balance,” often employ stop motion techniques, and seem to beg for viewer analysis (i.e. – “What does this mean?”).

BrandWeek calls New Balance’s foray into the branded content arena (following such brands as Converse and Nike) “more entertaining than literal,” with Mother Art Director Mark Aver saying, “We wanted to create content that people [would] actually want to watch every day, perhaps for a year.”

While incorporating social media sharing and an iPhone app with a tonal alarm clock feature (touted as “the world’s first audio/visual alarm clock”) that alerts mobile users of new videos and allows for viewing via their iPhones, the campaign depends almost entirely on word of mouth.

Would you share?

Let us know what you think!

TWEED Flashback

This week we find out why we’ll all soon be paying to watch a feature film about cranes and why we may soon be buying orange juice from lugers.

Erector Set Looking to Make Big-Screen Debut, Hollywood Reporter 02.17.10

Which of These Olympians Will Win Over Marketers?, AdAge 02.15.10

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

Erector Set Looking to Make Big-Screen Debut, Hollywood Reporter 02.17.10

It made sense to make do it to G.I. Joe. Now Erector Sets are getting a movie.

What It Takes to Be an “Undercover Boss”, AdAge 02.15.10

Brands take certain risks when they sign up for CBS’s surprising hit show “Undercover Boss,” which features CEOs working along side their lowest level employees.

Edelman Hires BBC Vet in Big to Help Marketers Become Media Outlets, AdAge 02.15.10

Edelman hires Richard Sambrook as its first chief content officer, reaffirming the firm’s belief in marketer-as-media-company.

Audi Launches Branded Entertainment Webisodes for Olympics, Product Placement News 02.15.10

Audi will be playing up its sponsorship of the U.S. Ski Team through behind-the-scenes webisodes.

SKYY Vodka Partners with Sex and the City, Product Placement News 02.18.10

SKYY has become the official vodka of the “Sex and the City” sequel.

Olympic Opening Boosts Brands, BrandWeek 02.16.10

Brands that were featured during the Olympic opening ceremony were widely searched for and remembered by consumers.

ADVERTISING NEWS

Which of These Olympians Will Win Over Marketers?, AdAge 02.15.10

Several Winter Olympians- like Lindsey Vonn and Shaun White- have the potential to become big Brand Stars.

Monthly Magazine Ad Pages Drop Again, but Bright Spots Emerge, AdAge 02.17.10

Monthly magazine’s latest quarterly ad page drop was smaller than a year ago. Not exactly a win, but the industry will take what it can get.

Google Names New Head of Display Advertising, AdAge 02.18.10

Google continues to develop its display advertising business.

ENTERTAINMENT NEWS

Oscars Call Mechanic to Soup Up Broadcast, AdAge 02.15.10

This year’s Oscars ceremony is aiming to be different.

Another Cable Helping for Food Lovers, New York Times 02.18.10

This Memorial Day, Scripps is launching a second 24-hour networking devoted to food. It will be called the Cooking Channel.

3 Known for Creativity Will Oversee DC Comics, New York Times 02.18.10

A new executive team has been named to head DC Entertainment, a unit devoted to putting DC Comics’ characters “wherever consumers are.”