OgilvyEntertainment Press Review is a collection of the latest branded entertainment and industry news.
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BRANDED ENTERTAINMENT
Target Tests Click-to-Buy Shoppable Video Starring Kristen Bell and Nia Long brandchannel 09.25.12 Interactive TV has been a hot topic since the days of Friends, when TV and brand executives dreamed of the day when viewers could click on the screen and just by using a remote control, buy Jennifer Aniston’s sweater.
In a Sponsored TV Show, ‘H’ Is for Hispanic…and Heineken Media Decoder, NY Times 09.21.12 A cable channel devoted to Hispanic viewers is scheduled to present a special show on Saturday evening that offers another example – this time with a Spanish accent — of the popular marketing trend of branded entertainment. Branded entertainment involves embedding products in program content to avoid the fate of traditional commercials, which can be zapped or zipped through by viewers as they try to avoid paid pitches.
The New Brand Experience Media Post Publications 09.24.12 We’ve entered an era where the consumer has more control than ever. Disruptive messaging is not as effective – or tolerated – as it once was. So instead of asserting a one-way brand message, marketers are now creating relevant experiences to organically align brands with consumers.
ADVERTISING
Build-A-Bear Goes High Tech NY Times 09.26.12 BUILD-A-BEAR WORKSHOP stores, a children’s destination for more than a decade, are moving beyond stuff, fluff, dress and accessory formulas to increase the interactive choices that children have when they create a favorite bear or other furry creature.
Will NFL’s Referee Antics Chase Away Advertisers? Doubtful Forbes 09.25.12 The powers that be in the National Football League — team owners and Commissioner Roger Goodell — certainly aren’t sweating it in public. But to the extent that the rising national outcry over rotten officiating by substitute referees may be making some of them itch under their collars at this point, there’s only one reason for their growing discomfort.
Beyond the Ad Model – A New Economics for Media Media Post Publications 09.24.12 Facebook lost half its market cap because of doubts about the viability of ads as the world goes mobile. Advertising has its place, where it is non-intrusive, and when it provides valued information relevant to my current context. But that is unlikely to fully pay for the services consumers want. Similar problems are at crisis level in newspapers, video, and music.
ENTERTAINMENT
YouTube Show to Debut on Network Television Mashable 09.25.12 In a testament to the ever-expanding reach of YouTube, an online show that originated on the video-sharing site is making its television debut. Next month, ABC will begin airing Recipe Rehab, a cooking show on which chefs reinvent fatty meals to be healthier, Reuters reported.
Where Did Augmented Reality Come From? Mashable 09.24.12 The common insult “out of touch with reality” refers to those with abnormal thoughts and ideas, but the negative connotation didn’t scare forward-thinkers away from trying to create a version of the world that was unreal, but in a good way.
Weather Channel greenlights “Prospectors” Realscreen 09.21.12 High Noon Entertainment has been tapped to produce a series on miners searching for the rarest gems, for a 2013 premiere on U.S. cable net The Weather Channel. Prospectors (w/t) is a 9 x 30-minute series following a small ragtag group who brave Colorado’s mountains to find precious gems, including topaz, aquamarine and rhodochrosite.
MEDIA & TECH
Zeebox looks to amp up the second-screen TV experience USA Today 09.27.12 A new player is looking to amp up the interactive TV-watching experience for U.S. audiences. Zeebox, which already has a TV app used by 1.5 million in the U.K., launches today in the USA. Cable giant Comcast has invested an undisclosed amount.
For Foreign Diplomats, Social Media’s Benefits Outweigh Its Risks Media Bistro 09.24.12 “Social media is about taking smart risks,” observed Victoria Esser, Deputy Assistant Secretary for Digital Strategy at the U.S. State Department. Unfortunately, the recent tragedy in Libya has reminded us that being stationed overseas can be a very dangerous occupation.
Technology is Changing the Way People Shop and How they Expect to Be Rewarded Media Post Publications 09.24.12 Consumers now expect everything to be fast, convenient and rewarding. In fact consumers don’t just expect this, they feel that they are entitled to it. Consumers expect overnight shipping, free returns, the ability to buy online, by phone or in-store and then have the ability to also return that item by whatever medium they choose, by mail or in store, at no cost.
