Monthly Archives: March 2011

Time Warner Cable Lets You be a Rock Star For The Day

By: Andi Cross

I don’t know about you, but every time I go to a music festival I all of a sudden wish I could wail on the guitar, impress a crowd while banging away on the drums, or most importantly, I wish I had an amazing singing voice (why did I quit chorus in middle school!?). With that being said, it is natural to feel totally immersed in the creative and inspiriting music scene when at a festival like SXSW or Lollapalooza, to name a few.

OgilvyEntertainment took this emotion, this feeling one gets when immersed in the scene, and brought it to life through the “Time Warner Cable Music Studio” at the MTV Garage at SXSW. By creating a space that automatically inspires guests and allows them to step outside of the box in order to best express themselves, Time Warner Cable was successful in bringing subscribers closer to the things they love – music.

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(Time Warner Cable Music Studio full activation space)

The whole point of the Time Warner Cable Music Studio was to get “festival-goers” to write and record their very own song, in a state-of-the-art recording studio, sound-proofed and built-to-last. This is exactly what happened, and needless to say, it was a huge hit!

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(A guest recording a song in the sound proof recording studio)

Guests were writing songs about everything and anything at the “Lyric Bar,” using iPads, computers, creative materials and even an on-site, up-and-coming band, NameSake to generate their new hit. They were even given an option to choose pre-selected lyrics, in case they didn’t want to create their own song. Time Warner Cable created a “Lyric Wall” where guests could chalk their thoughts and feelings throughout the day on an erase board that was scattered with creative pieces of art, music and writings.

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(Jamie creating his original song at the Lyric Bar, with the Lyric Wall behind him)

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(Time Warner Cable’s on-site band, NameSake)

Guests from all over the country were lining up to create their song and get a 15 second song recorded in the studio. Guests were even hanging around the “Studio Lounge” just because it was a space they felt comfortable, creative and VIP in with a direct view of both the MTV stages. The only thing SXSW attendees could see when standing in a line wrapping around 9th Street, anxious to get into the Garage, was the aesthetically pleasing Time Warner Cable Music Studio branding. This gave us the credibility of being the best looking booth on the plot!

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(A group hanging out in the Studio Lounge)

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(View of the full activation with the new Time Warner Cable Music cranberry branding)

In our daily lives, life does not always foster creativity, so OgilvyEntertainment was able to create a world where innovation and inspiration thrived, making guests feel closer to their favorite bands and artists. This in turn, helped with brand health for Time Warner Cable, reminding guests of the experience they were able to have through the activation. Time Warner Cable was able to make these music fanatics feel like real rock-stars and ultimately, allowed them to feel part of the overall music experience down in Austin, TX. This is the plan for Time Warner Cable Music and OgilvyEntertainment at many festivals to come throughout 2011 – Onward!

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ENTERTAINMENT NEWS

‘Mad Men’ Pushed Back to 2012 Due to Contract Negotiations The Hollywood Reporter 3.29.11

The fifth season of Mad Men won’t premiere until 2012, AMC announced Tuesday.

MTV’s “Diary Of Facebook” Shows What It’s Like To Work In Facebook Business Insider 3.29.11

MTV took its “Diary” series inside the offices of Facebook during its infamous “hack-a-thon” – an all-nighter in which employees experiment with ideas for the site they’ve never worked on before.

Rosie O’Donnell to Take Over Oprah’s Old Studio for OWN Show The Hollywood Reporter 3.29.11

Rosie O’Donnell is taking over Oprah Winfrey’s former soundstage in Chicago, she announced Tuesday morning in a video to Harpo staffers.

ADVERTISING NEWS

Comcast, NBCU Preparing Consolidated Media Review AdAge 3.29.11

Comcast and NBC Universal are preparing to combine all their media accounts — spread across a variety of different agencies, at several holding companies — and put the consolidated business into review, according to people familiar with the situation.

As Its Paywall Launches, Times Announces Deep Discounts Ad Week 3.29.11

In an effort to wean its online readership off of the idea of unlimited free content-and on to its new metered pay model-The New York Times is offering deeply discounted digital subscription rates for the start of its new paywall. The discounted rate is $0.99 for the first four weeks of any digital subscription package.

Can Brands Finally Break In to Your Texts? Brandweek 3.28.11

Featured Groups, a new service launched today by group messaging and conference call service GroupMe. By starting a Featured Group with friends, users allow the brand they select to send special offers and “inside information” directly into their private conversations.

BRANDED ENTERTAINMENT NEWS

German Billboard Dispenses Dog Food When You Check In on Foursquare Mashable 3.29.11

In Germany, a billboard for the GranataPet brand dog food lets consumers (or actually, their dogs) get a sample by checking in via Foursquare. As this video shows, once you check in, dog food comes out of a dispenser at dog level. As detailed, the checkins are noted on a distant server that is connected to a black box in the billboard that controls the dispenser.

Oprah Starts No. 1 Twitter Trending Topic After Debuting OWN’s New Sunday Lineup The Hollywood Reporter 3.28.11

Oprah Winfrey kicked off a “Tweet-a-thon” Sunday night to promote OWN’s new Sunday lineup — and quickly started the No. 1 trending topic: #OprahLiveTweet.

Design Within Reach Integrates 3D Room Planner Online, In Stores Mashable 3.29.11

Modern design retailer Design Within Reach has launched a new online 3D modeling tool that enables shoppers to visually sample furniture and accessories in their homes and offices before making purchase decisions.

TWEED Flashback

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.

ENTERTAINMENT NEWS

Indian Entertainment Biz Grows 11 Percent to $14.5 Billion Over 2010: Report The Hollywood Reporter 3.22.11

The Indian media and entertainment industry registered a growth of 11% over 2010 to touch 652 billion rupees ($14.5 billion) according to a report by industry body Federation of Indian Chambers of Commerce and Industry and consultants KPMG India.

Charlie Sheen Kisses Jimmy Kimmel During Surprise Appearance The Hollywood Reporter 3.22.11

Charlie Sheen made a surprise appearance on ABC’s Jimmy Kimmel Live on Monday during an interview with Mark Cuban.

RATINGS RAT RACE: ‘Dancing With The Stars’ Down, Slew Of Shows Hit Lows Deadline 3.22.11

The season premiere of ABC’s Dancing with the Stars (5.1/15 in adults 18-49, 22.3 million viewers) was down 20% from the March premiere last year to rank as the show’s lowest-rated spring premiere since Season 2 in 2006.

ADVERTISING NEWS

Japanese Delegates Stay Home but Japan Is AdFest’s Big Winner AdAge 3.22.11

Two-thirds of the Japanese delegates skipped Asia’s premier advertising show last weekend in Thailand, but Japanese agencies still managed to dominate the 14th Asia Pacific Advertising Festival.

Burger King and Crispin Split After Seven-Year Run AdAge 3.18.11

In the wake of a marketing shakeup and new ownership at Burger King, the fast-food chain and its lead creative shop, MDC Partners’ CP&B, are splitting up. The move comes after a more than seven-year partnership.

Facebook “Likes” More Profitable Than Tweets Mashable 3.17.11

Eventbrite announced Wednesday that an average tweet about an event drove 80 cents in ticket sales during the past six months, whereas an average Facebook Like drove $1.34.

BRANDED ENTERTAINMENT NEWS

US Open Becomes The First Ever Fully Integrated Foursquare Sporting Event PSKF  3.21.11

Sony Ericsson and Foursquare collaborate to make the US Open the first ever fully-integrated Foursquare sporting event.

The Ken Doll Turns 50, and Wins a New Face NY Times 3.21.11

Mattel is bolstering awareness of Barbie’s companion – who celebrated his 50th birthday using social networks like Facebook and Twitter and a series of just-completed webisodes in which wholesome-looking young male contestants vied to be the new face, literally, of the soon-to-be redesigned boyfriend.

The Brands of Windsor BrandWeek 3.21.11

For the moment, Prince William and Kate Middleton are more than the world’s most famous betrothed. They’re the most effective piece of brand marketing machinery we’ve seen since Sarah Palin prompted a rush on Kazuo Kawasaki No. 704 rimless glasses.