OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
Stella Artois Holiday Carole: A Facebook App that Uses Google to Visit You brandchannel 12.06.12 It’s a stellar app from Stella Artois. Fans are invited to log into the Belgian beer brand’s Facebook page to send personalized holiday cards featuring actress Alice Eve as “Holiday Carole.” Incorporating Google Street View, Maps, Places, Directions and Geocoding APIs, Eve travels through your neighborhood (it’s available globally) before arriving at your virtual front door to deliver a carol and a holiday gift from Stella Artois.
Kate Bosworth Partners With Topshop for Shoppable Music Video Mashable 12.03.12 Topshop is launching a multi-pronged holiday campaign featuring actress Kate Bosworth. On Tuesday, the fast-fashion retailer will debut a music video on YouTube featuring the actress’s cover of “Winter Wonderland.” The makeup Bosworth is wearing in the video will be available immediately for purchase on Topshop.com.
Burberry’s New Chicago Store Brings ‘Retail as Theater’ to Windy City brandchannel 12.03.12 Burberry has opened its second largest store in North America, and while its new Chicago store may not be quite on the scale of its relaunched London flagship, it was feted with a unique local event that continued its theme of “retail as theater” and meshing digital, entertainment and fashion in one seamless experience. The store also boasts its first beauty consultation counter in North America.
AmEx: Social Engagement That Closes The Loop Media Post Publications 12.05.12 Leslie Berland, SVP digital partnerships and development at American Express, has a five-second rule: don’t tweet something that takes a consumer longer than five seconds to figure out. That, in a way, applies to a lot of what the financial services firm does on social. If it isn’t quick and easy, you end up with a sieve — not a channel.
Jimmy Fallon and Ford team up with Twitter users to create Super Bowl ad Examiner 12.03.12 According to Bloomberg today, Ford is preparing a huge marketing campaign to bring back the life of their Lincoln brand. The new marketing campaign will be using Twitter to play a major role in their efforts. Ford has employed Jimmy Fallon to write their first Super Bowl ad. The ad will be based around tweets.
P&G’s Iams Brand Lets Facebook Fans Select New TV Commercials brandchannel 12.03.12 As anyone who spends two minutes on YouTube, Buzzfeed or I Can Has Cheeseburger? knows, you can’t go wrong with pet videos. P&G’s brand stewards at Iams were hardly surprised at the response they got when they asked consumers to select on Facebook their favorite heart-tugging true stories about pets’ relationships with their owners, and then aired the winners as TV ads beginning today.
Storytelling on L.A.’s skid row LA Times 12.05.12 Once a week for the last several years, I’ve driven to skid row to visit a friend. I get depressed about the area at times because it’s such a depository of the unfortunate and the forgotten. But then I’ll catch a warm greeting, or see a sign of hope in someone trying to crawl out of a hole they thought they’d never escape.
YouTube Getting Pickier About Original Channels from Brand Partners brandchannel 12.04.12 More and more TV viewers are turning to the web for their audio-visual pleasures, streaming shows and movies from such places as Hulu, Netflix, and AppleTV, among a growing list of others. YouTube, of course, is the grandpa of the online video-entertainment biz and is refusing to take a backseat to all the Johnny-come-latelys that are making their moves now.
Three Factors That Will Shape Online Video in 2013 Media Post Publications 12.03.12 After sitting on the sidelines for, well, a decade, Time Inc. is betting big on video by launching a digital video unit. Time Inc. isn’t alone, of course: Conde Nast has hired aggressively in an attempt to find unlocked value in its print assets. It’s worth noting that TV networks have had “a lot of trouble with web originals.” Will the print guys actually have an easier time or more success than broadcast giants? Perhaps, because there is less cannibalism and more upside.
MEDIA & TECH
How Video Content Will Drive Search Engine Marketing in 2013 Media Post Publications 12.05.12 CMO Evan Greene of The Recording Academy, the producer of the Grammy Awards, knows how TV and video continue to change search engine marketing. Although he’s preparing for tonight’s Grammy Nominations Concert Live from Nashville, Greene will join MediaPost next week at the Search Insider Summit to talk about the integration of television, social and search.
Your Next Phone Will Know What You’re Feeling Huffington Post 12.04.12 Your future smartphone could know from the sound of your voice that you’re stressed, and automatically book you a massage. Or it might sense you’re feeling sad, and cue up an ad for antidepressants. Artificial intelligence, meet artificial intuition: Researchers at the University of Rochester have developed an algorithm that can detect human emotions through speech with greater accuracy than was previously possible and without analyzing the meaning of the speakers’ words.
Social Media Use Leads to Real-World Actions Mashable 12.03.12 The thought is father to the deed, at least when it comes to the relationship between online social interactions and offline activities. A new survey shows that more than half of users on four of the top five social platforms have taken offline action directly as a result of an online interaction. The findings suggest that businesses and organizations can grow their customer base, increase revenue and drive greater participation by linking online behaviors to offline activity.