OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
Esurance Launches Facebook Contest Media Post Publications 1.22.13 Esurance has launched a contest on Facebook as part of its South by Southwest 2013 sponsorship. The SXSW “Dream Gig” contest, hosted on the Esurance Facebook page, invites lovers of social media, film, tech, and music to apply to join the Esurance team onsite at its booth at the Austin, Texas music festival to help cover the event.
Chinese Viewers Flocking to Brands’ Online Mini-Movies brandchannel 1.22.13 In Pepsico’s short film “Bring Happiness Home,” a ragtag bunch of Chinese travelers trying to get home for Spring Festival (Chinese New Year) comes together thanks to Pepsi and Lay’s. The film has logged more than 100 million views in its first week of release online, and is among many recently produced pieces that suggest 2013 could be an explosive year for branded content in China.
Capri Sun Launches Major Social Campaign Media Post Publications 1.22.13 Kraft Foods’ Capri Sun is today launching its biggest social media activation to date. The “Seize the Day” campaign, which is kicking off with a sweepstakes, aims to engage moms by helping them help their kids stay busy and make the most of each day.
Audi Asks Viewers to Choose the Ending of Its Super Bowl Spot AdWeek 1.23.13 Audi is letting viewers choose its Super Bowl ad this year—or rather, the ending of it. Venables Bell & Partners in San Francisco has created three different endings to a 60-second spot about a teenage boy on prom night. This Friday, from midnight to midnight ET, viewers will get to see all three versions and vote for their favorite.
How Google Glass Could Change Advertising Mashable 1.23.13 It’s 2015 and you’ve just arrived back in New York City from a weekend trip. You’re standing in Times Square when it occurs to you that you’re hungry. So, literally in the blink of an eye, you call up information about all the nearby restaurants. You realize, however, that you could also use some companionship so you say “friends nearby restaurants.” Just then you see that a pal of yours has checked in to Fannelli Cafe in SoHo. You quickly text him and arrange to meet. When you call up directions, you get an offer for $2 off your first Guinness. All thanks to Google Glass.
Rookie Advertisers Make Noise On Super Bowl Sunday Media Post Publications 1.22.13 There has been a lot of talk this season about the play of NFL rookie quarterbacks, including Andrew Luck, Robert Griffin III, Russell Wilson, Brandon Weeden and Ryan Tannehill. Now comes the time to anticipate the play of rookie advertisers in the Super Bowl.
NASA to Premiere New Mars Exploration Film Mashable 1.23.13 NASA is unveiling a new documentary film about the history of Mars exploration today to an audience in the Los Angeles area, and there’s a chance the movie could eventually get distributed nationally. “The Changing Face of Mars” premieres tonight at 8 p.m. PST at the California Institute of Technology’s Beckman Auditorium in Pasadena. Admission is free, with seating on a first-come, first-served basis.
Sundance Filmmakers Can Self-Distribute Films Online After Festival Mashable 1.23.13 The Sundance Film Festival, which kicked off last week in Park City, Utah, has long been one of the go-to events for filmmakers hoping to get their projects noticed by some of the industry’s top players. This year, the institute announced its partnership with an online video platform called Reelhouse, which filmmakers from the event can use to self-distribute their work online.
SeaWorld Orlando Launches ‘Epic Voyage’ Media Post Publications 1.21.13 SeaWorld Orlando is kicking off its “Epic Voyage” campaign in New York City as part of its launch of the park’s largest-ever attraction opening this spring. The campaign for “Antarctica: Empire of the Penguin” includes stops in seven cities and a new mobile app, both designed to give families a sneak peek into the new attraction’s adventure in ways as amazing as the continent itself.
MEDIA & TECH
Google’s Universal Analytics Set To Transform Online Marketing Media Post Publications 1.22.13 It has been a few months since Google announced Universal Analytics, which will provide marketers with greater visibility into people’s interactions with a Web site at multiple levels. Universal Analytics will transform how marketers interpret consumer behavior. Universal Analytics will open doors for more in-depth analysis of brands’ Web sites. It is a complete overhaul of Google Analytics. It requires marketers’ immediate attention in order to stay on top of the data revolution that is reshaping much of our economy and society.
Golf Channel, WGT Team for Virtual Play Media Post Publications 1.18.13 The Golf Channel has a deal with online game marketer WGT to offer a virtual tour, including an opportunity to “play” such famed courses as St. Andrews and Bethpage Black. The free gaming will be housed on a network micro-site.
Instagram For Video – Music, Meaning And Moments Succeed Where Others Fail Tech Crunch 1.20.13 There is a burgeoning fascination around the topic of which startups will become the “Instagram for video.” Stories abound on the subject. I previously wrote about it for TechCrunch, but focused primarily on execution and getting the U/X “right” rather than identifying potential winners. While most articles do identify mobile video “contenders,” they also miss the mark, because they fail to focus on the fundamental differences between video and still-image content. These differences mean that virtually all current “public share”-focused video Instagram clones are dead on arrival out of the gates.
Catching On: McDonald’s, UK grocer Sainsbury’s Embrace Sustainability Push brandchannel 1.23.13 Efforts to curb overfishing of the world’s most popular species are reaching deeper into supermarkets and fast-food menus. The UK grocery Sainsbury’s will begin a “Switch the Fish” campaign on Friday, giving away seven tons of such “sustainable fish” as lemon sole, mussels, Cornish sardines and coley fillets, Marketing Magazine reports.
Surviving the Heat: Coca-Cola Stay With WWF in Quest to Save the Polar Bear brandchannel 1.23.13 It’s been slightly more than a year since Coca-Cola failed quite publicly in attempting to help fight climate change — an effort that made plenty of consumers unhappy with the beverage company’s embrace of a controversial political cause. But Coke hasn’t backed down, continuing its partnership with the World Wildlife Fund to help keep the Arctic ice intact and protected from melting — and help save its iconic polar bear.
Victoria’s Secret Bans Toxic Chemicals, Joining Environmental Campaign brandchannel 1.22.13 Limited Brands, owner of Victoria’s Secret and La Senza, has committed to eliminate hazardous chemicals from its global supply chain in response to Greenpeace’s Detox campaign. An investigation in 2012 by the environmental advocacy organization revealed a hormone-disrupting phthalate in underwear sold in Victoria’s Secret stores in the United States.