OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
April 22nd, 2013
Unilever launches first Magnum branded mobile game Marketing Week 04.16.13 The latest version of ice-cream brand’s gaming series launches today (16 April) to promote its limited edition ‘Five Kisses’ range inspired by the French patisserie. Players control brand ambassador Pleasure Seeker Princess as they navigate their way through five levels to rescue the Prince who has been kidnapped by the Bad Girls. It features an in-game Twitter service for sourcing tips as well as incorporating makeup brand Make Up Forever through branded collectibles.
Dodge Partners with Syfy Series to Reel In Distracted Millennials brandchannel 04.15.13 Syfy and Dodge are taking TV and gaming to new bandwidth with an exclusive dual-screen brand partnership. The branded entertainment will tie together Syfy’s new series Defiance and Dodge’s auto lineup. Dodge’s Charger and Dart are featured in the television show debuting April 15 while the Dodge Challenger stars in the online video game which launched April 2 on PS3, Xbox and PCs.
HTC Tries Branded Entertainment to Promote ‘Facebook Phone’ brandchannel 04.12.13 Ahead of its April 19 release date, the HTC One is making its debut Friday in a series of branded entertainment videos for the “Facebook Phone,” which features the fully-integrated Facebook Home app for a social experience like no other. Seizing the growing value of branded entertainment, Turner Broadcasting and Funny Or Die have partnered with HTC on a short-form comedy sketch featuring James Van Der Beek (Dawson’s Creek and Varsity Blues fame) to promote the HTC One across TBS, Adult Swim and truTV as well as Conan O’Brien’s TeamCoco.com beginning the week of April 15.
How Google Creative Lab Links Product to Stellar Storytelling AdAge 04.18.13 How does Google manage to do some of the most creative advertising around? Robert Wong, chief creative officer at Google Creative Lab, the internal agency responsible for most of Google’s product marketing, told attendees at the Advertising Age Digital Conference Wednesday that it’s a combination of understanding the company’s own culture and story, and then demonstrating the product in the most empathetic way possible.
Dove Hires Criminal Sketch Artist to Draw Women as They See Themselves and as Others See Them AdWeek 04.16.13 Gil Zamora is an FBI-trained forensics artist with over 3,000 criminal sketches under his belt. Dove and Ogilvy Toronto hired him to interview and draw seven different women—two sketches of each. The first sketch was based on each woman’s personal description of herself. The second was based on a description provided by a stranger the woman had just met. Of course, the differences are vast. Watching these women come face to face with the version of themselves in their mind and the version everyone else sees is extraordinary.
Smart TVs, Smart Advertisers Marketing Daily 04.16.13 At consumer electronics events globally, much attention is being paid to the launch of “Ultra HD” televisions. Yet the real news for advertisers is coming from introductions of smart TVs, like Samsung’s “Smart Hub,” that not only allow apps to be used when watching television, but provide improved gesture and voice interactivity — you can point with your finger or use your voice to search for content or change channels.
Gangnam Style marketing Marketing Week 04.11.13 Whether it is the Harlem Shake, Gangnam Style, Fenton the dog or Success Kid, internet memes by their nature have captured the imagination of audiences worldwide. As fast-growing and eminently shareable sources of entertainment, brands have seen the advantage of capitalising on these ready-made cultural phenomena.
Bourdain on setting “Reservations” aside for “Parts Unknown” realscreen 04.17.13 When realscreen rang up Anthony Bourdain in New York City, the grizzled chef-turned-TV personality was due to jet to the Democratic Republic of the Congo to tape an episode of his CNN travel series, Anthony Bourdain Parts Unknown. Shooting in the war-ravaged Central African nation would have been a logistically difficult feat for No Reservations, the globetrotting food series he hosted on Travel Channel for eight seasons. CNN, on the other hand, specializes in the unstable.
IE Powers ‘Hunger Games’ Online Exploration Marketing Daily 04.15.13 Movie sequels are intended to be bigger, better and more engaging than their predecessors. And so are their marketing campaigns. For the launch of its November release, “The Hunger Games: Catching Fire” (a sequel to last year’s “The Hunger Games”), Lionsgate entertainment has teamed once again with Microsoft’s Internet Explorer to set up an online destination for fans to find out not only about the movie, but also what other people are saying about it.
Netflix ‘Most Watched’ Cable Network In Viewing Time Per Day Media Daily News 04.11.13 By one measure, Netflix could equate to being the biggest U.S. cable TV network — in terms of viewing time per day, per its subscriber universe. Following up on his July 2012 estimate, Richard Greenfield, media analyst for BTIG Research, says the subscription video-on-demand service in the first quarter of this year has streamed some 87 minutes of video per subscriber per day. This is up from 79 minutes of streaming video per subscriber per day in June of 2012.
MEDIA & TECH
Video Most Popular Medium For Mobile Phone Brand Information Online Media Daily 04.16.13 Digital ads and search engines influence consumer buying habits, but videos appear to offer the most support for consumers researching to buy a mobile phone. Some 79% of shoppers who saw an online video ad looked up the cell phone advertiser for more information. The Wireless Shopper Study from Google and Compete analyzes wireless consumer online shopping habits and activities to understand buying and search patterns.
Digital Content Creators Gear Up for Newfronts brandchannel 04.12.13 When this year’s Digital Content Newfronts start on April 29th in New York City, 18 distributors will be attending, a 200 percent increase over last year, along with scores of advertisers looking to online as a cost-effective content cornucopia. The first DCNFs last year featured flashy sales pitches, stars like Jay-Z and giveaways—a car from AOL’s Tim Armstrong. But more importantly, real deals got done to the tune of hundreds of millions of dollars in the inaugural event whose objective was to woo a bigger slice of marketing dollars from TV to online video and digital content hubs.
Nike Sells Shoes Via Virtual Reality brandchannel 04.11.13 When people buy shoes, they generally want to take a look at the actual product and put them on their actual feet, but Nike is trying something new that may have folks at least asking for the shoe before ever seeing the real deal. Nike is using holographs in three different areas of Amsterdam to generate interest in its new Nike Free 5.0 running shoes. Welcome to the future of marketing. Who needs reality?
Unilever’s sustainability program saves $395M since 2008 Green Biz 04.18.13 Unilever has cut more than 1 million tons of CO2 from its manufacturing and logistics operations since 2008, the company announced this week. Manufacturing activities provided the bulk of the savings, shedding 838,000 tons of CO2, while improving the efficiency of its logistics operations helped Unilever cut emissions by a further 211,000 tons since its 2008 baseline.
Study shows boost in international climate change policies Blue and Green Tomorrow 04.16.13 The new report ‘The Policy Climate’ has put together 30 years of evidence from five key economies, China, EU, US, Brazil and India – which combined, contains more than 50% of the worlds population, accounting for almost two-thirds of global greenhouse gas emissions. The report by the Climate Policy Initiative, a US-based analysis and advisory organisation founded by Thomas C. Heller and funded by George Soros, has found that despite the slow pace of international climate negotiations, the past decade has experienced a significant growth in climate policies and negotiations.
New Guidelines to Help Companies Report on Sustainability Issues Bloomberg 04.16.13 Sustainability initiatives assuage the conscience of executives and honor the appeals of NGOs. It’s no wonder that feel-good business improvements are plentiful in most large companies. The trouble is, as these programs mature, managers are finding that the easiest projects have already been identified. What’s more, first-generation initiatives might not address unsustainable practices at the core of a business. A financial institution can reduce its carbon emissions by renting space in a green building, for example, or encourage employees to recycle, or compost cafeteria leftovers, but it’s all still irrelevant to the managing market risk faced by investors.