OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
May 13th, 2013
Coca-Cola Experiments with Isolation and Friendship in China brandchannel 05.08.13 Isolation and loneliness may seem like an odd foundation for a Coca-Cola campaign, but in China, the brand is aiming to bring the smile associated with Coke to a generation afflicted with such attributes as they try to find their way in suddenly booming metropolises. Coca-Cola’s “Friendship Experiment” aims to capture moments of “happiness creation” by inviting “complete strangers to come together and share a moment of connection.” It’s an effort by Chinese photographer Kurt Tang to combat what he saw as the “dispiriting sense of isolation and loneliness” found today in China’s cities.
GE’s Wonderground Game is Latest Collaboration with BuzzFeed brandchannel 05.07.13 In its latest collaboration with BuzzFeed, GE’s Wonderground allows users to explore five US cities via virtual tours, offering up bites of interesting trivia along the way. The multi-platform game avaialble via iOS or online makes use of the media site’s photo content pages in order to immerse users in an eye-opening look through science, design and industrial technology.
Solving Huge Problems, One Atom at a Time Fast Company 05.04.13 By the time midnight rolled around this past Wednesday, a demonstration by IBM scientists on the subject of atomic-scale magnetic memory had been viewed more than 1 million times–in less than 24 hours; a day later, more than 2 million. Of course, this demonstration took a novel form: it was released to the world as The World’s Smallest Movie (and was so certified by the Guinness Book of World Records). A stop-motion movie telling a simple story, it was made by moving atoms, magnified 100 million times by a scanning tunneling microscope, at -267 degrees C.
Child-Abuse Ad Uses Lenticular Printing to Send Kids a Secret Message That Adults Can’t See AdWeek 05.06.13 The ANAR Foundation, a Spanish child-advocacy organization, used lenticular printing in this powerful outdoor ad to send different messages to children and adults. Anyone under about 4-foot-3 sees bruising on the child’s face in the poster, along with ANAR’s hotline number and copy that reads, “If somebody hurts you, phone us and we’ll help you.” People taller than that—i.e., most parents—simply see the child without the bruise and the line, “Sometimes child abuse is only visible to the child suffering it.”
Time Inc. and Sprint Team Up to Conquer Mobile Ads AdWeek 05.05.13 Mobile advertising has lagged consumer behavior, but now Time Inc. and Sprint have struck a wide-ranging deal to crack the burgeoning market. The deal lets the No. 1 U.S. magazine publisher tap into the carrier’s 56-million user base through Sprint’s personalized ad-targeting service, Pinsight Media+. Advertisers will have access to Sprint’s mobile portal, ad networks like Jumptap and third-party publishers like AccuWeather.
Brands Embrace Mobile Social Advertising Online Media Daily 05.03.13 First-quarter earnings reports from companies including Facebook, LinkedIn and Yelp this week highlighted the growing role that mobile plays in social networking and other online companies as their users are increasingly accessing their services from devices rather than the desktop.
Zynga Makes Inifinite Runner Games Social With “Running With Friends” Mashable 05.09.13 Chances are by now, you’ve probably heard of Temple Run. The infinite runner-style game has you run through a virtual world level-free, trying to last as long as you possibly can without dying. Highly popular, the original version of the game is currently the 9th most downloaded iOS app of all time, and has spawned an exceptionally popular sequel, as well as several Disney-themed versions.
‘Vogue,’ ‘Wired’ to Launch Online TV Channels This Month Mashable 05.03.13 Conde Nast Entertainment is ramping up its digital video network, launching channels for Vogue and Wired later this month. New weekly shows, including the network’s first scripted series, are also being added to the channels Glamour and GQ debuted in March. The announcements were made at Conde Nast Entertainment’s Newfront presentation Wednesday.
Hulu Adds New Original Shows Mashable 05.02.13 Hulu’s premium video service, Hulu Plus, has doubled its user base in the past 12 months, surpassing 4 million paying subscribers since launching in 2010. Those subscribers, who pay $7.99 each month for Hulu Plus, and non-paying Hulu users will see 11 series and season premieres arrive on Hulu this summer and fall.
MEDIA & TECH
Huggies App Sends You a Tweet Whenever Your Kid Pees in His Diaper AdWeek 05.08.13 Today in useless marketing-driven product innovations, we have Huggies TweetPee, a little sensor dreamed up by Ogilvy Brazil that affixes to your baby’s diaper, syncs with an app and tweets at you whenever it detects pee (in the form of a higher humidity level). This will work great for people whose parenting consists of the occasional diaper change in between marathon Twitter sessions.
Regal to let deaf moviegoers see what they’ve been missing LA Times 05.07.13 Raymond Smith Jr. has been trying for nearly two decades to make the movie industry listen to the needs of the deaf and hard of hearing. This month, the senior executive at Regal Entertainment Group will come closer to his goal.
YouTube Leaves TV in the Dust with Strong NewFronts Display brandchannel 05.02.13 In front of a room-full of potential advertisers at the Digital NewFronts, Google Executive Chairman Eric Schmidt declared “the future is now” for YouTube, which recently passed 1 billion unique visitors monthly. While many would have expected Schmidt to purport that YouTube’s content is as good as what’s on TV, he made a simple and very clear statement instead: YouTube content is better than TV.
How The Empire State Building is Redifining Sustainability and Supporting the Economy in New York City National Geographic 05.08.13 There are more than 900,000 buildings in New York City alone. These structures, both historic and contemporary, literally define a city like New York. Landmarks like the Empire State Building draw in thousands of people every day for work and tourism. Yet these structures also place a high demand on our environment and national resources. Across the United States, the operations of existing buildings account for more than 36 percent of total energy use and over 65 percent of electricity consumption. In major cities, such as New York City, commercial and residential buildings consume 75 percent of total energy use.
Ford Sees Future in Self-Driving, but Mass Transit May Be Key brandchannel 05.03.13 Bill Ford Jr. long has been the environmental visionary for Ford Motor Co. and, arguably, one of the “greenest” minds in the global auto business. So it’s no surprise that he has emerged as a leading figure in the rising interest in self-driving automobiles and in the debate over what role they might have in the urban-transportation networks of the future.
Clorox’s Green Works Finds New Voice and Attitude to Combat Greenwashing brandchannel 05.02.13 As Kermit the Frog taught an entire generation, “It’s not easy being green.” Clorox’s Green Works is a case study in the steep learning curve of green branding. The line of environmentally friendly housecleaning products launched in 2008 with an endorsement from the Sierra Club, which helped boost its market penetration and credibility.