OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
Read Making magic, using logic: the Ogilvy Branded Entertainment Assessment ModelTM.
BRANDED ENTERTAINMENT
Disney Store Revamps E-Commerce Site with Social, Personalized Video Features brandchannel 10.17.12 The redesigned website for the Disney Store is an enhanced e-commerce channel for the brand’s toys, clothes, entertainment and packaged media. “The new DisneyStore.com delivers a magical shopping experience that guests can only receive from Disney,” stated Disney EVP Paul Gainer.
BBC Renews Ogilvy, DuPont-Branded Show ‘Horizons’ Media Post Publications 10.17.12 BBC World News has renewed the TV series “Horizons,” which is based on a branded-entertainment concept originally brought to the network by WPP’s OgilvyEntertainment and client DuPont. The program is part of Ogilvy and DuPont’s The Horizons Project, a branded content platform developed by Ogilvy Entertainment designed to showcase DuPont as a scientific thought leader in the business community.
With free fall jump, Red Bull reaches for new heights in marketing Chicago Tribune 10.16.12 When Felix Baumgartner stepped off the small ledge of a space capsule for a record 24-mile plunge to earth Sunday, it represented a giant promotional leap for Red Bull, the Austrian-based energy drink maker that sponsored the event.
ADVERTISING
Advertising Jumps The Shark: Becomes Conduit For Content Media Post Publications 10.17.12 In a surprising twist for the advertising industry, the hottest new model being developed by digital ad platforms is flipping the historic model between advertising and content: Instead of editorial or entertainment content being a conduit to distribute advertising, advertising is becoming a means for distributing content.
Xbox 360 Rolls Out Internet Explorer Access Giving Brands Another Ad Channel Media Post Publications 10.16.12 Microsoft began rolling out access to Internet Explorer (IE) on the Xbox 360 entertainment systems Tuesday, giving brands a new channel to market goods and services. The browser, available through a dashboard, provides a new way to find and view Internet content via the search engine Bing on the biggest screen in the house.
Amazon Ad Model Forces Changes In Search Engine Marketing Media Post Publications 10.11.12 Google may find some merry in this year’s holiday cheer, but the tech company should expect to have fierce competition from Amazon. The ad format powering Google Shopping results, Product Listing Ads (PLAs), grew at a rate of 262% in Q3 2012 compared with the prior year, and provided 20% of Google paid-search clicks for the quarter, according to a recent Rimm-Kaufman Group (RKG) report.
ENTERTAINMENT
The real story behind “My Life is a Lifetime Movie” realscreen 10.17.12 A TV series inspired by a catchphrase uttered by exasperated and jilted women premieres on U.S. cable network Lifetime this week. My Life Is A Lifetime Movie, launching tonight (October 17) at 10 p.m. EST, mixes first-person testimonials with dramatic recreations to put a cheeky reality spin on the network’s long-running series of made-for-television movies about women in peril.
New York Comic Con a H’wood opportunity Variety 10.14.12 Over the past six years, New York Comic Con has operated in the shadows of San Diego’s own fanfest given its smaller attendance figures and the relatively lower profile of the properties showcased at NYCC. Hollywood’s marketing mavens can’t afford to ignore New York Comic Con anymore, however.
No Campaigning for Oscar Votes, but Please Add Recommendation Here NY Times Blog 10.11.12 The Academy of Motion Picture Arts and Sciences normally takes extraordinary pains to limit the process of “campaigning” for Oscar votes from its members. “Mailings that extol the merits of a film, an achievement or an individual are not permitted,” say the official Academy campaign rules. E-mails sent to Academy members by those associated with a film are similarly supposed to avoid direct promotion, beyond those polite words, “for your consideration.”
MEDIA & TECH
Ford Uses Social To Rewrite Launch Rules Media Post Publications 10.13.12 It may have taken a near-death experience, but Ford’s chief marketer says he can boil the automaker’s recent success down to two simple words: “Pilots. Scale.” That test-and-learn mantra has become the company’s rallying cry, says Jim Farley, group VP of global marketing, sales and service for Ford Motor Co., after the recession pushed it to the brink of failure.
Mobile Devices Will Become TV Media’s New Point-Of-Sale Media Post Publications 10.12.12 We may have to drop our use of the term “second screen” altogether. The construction is starting to lead to silly equations and linguistic skirmishes over which screen really is “first” in consumer’s hearts, minds and use cases. In a multi-screen world where displays are present throughout the consumer’s waking day — literally — prioritization is more a game for media executives, not the user. As behaviors for media consumption shift with these new opportunities, the target is moving almost too fluidly to identify any first-screen experience as fully discrete from the others.
Adidas transforms window shopping with digital storefront Chain Store Age 10.12.12 More and more retailers are using digital technology to enhance the physical store experience and engage customers. In the latest example, Adidas has taken window shopping to a new level with an interactive digital window concept that connects with consumers’ smartphones, making it easy to shop at any time without an app or scanning various QR codes. Consumers shopping for the latest fashion items are using time during a six-week pilot test at the Adidas NEO Label store-front in Nürnberg, Germany.
