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 Model^TM.

BRANDED ENTERTAINMENT

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.

ADVERTISING

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.

ENTERTAINMENT

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.

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 Model^TM.

BRANDED ENTERTAINMENT

 Starz Tries Out Transmedia With Spartacus AdWeek 11.29.12 Ahead of its final season of flagship show Spartacus, Starz is trying something new: a vast suite of second-screen applications called The Battle for Nuceria—social-media based mini-games, content starring the show’s actors, and “missions” that take the player all over the show’s ancient-world setting. But it’s the show’s final season. “I think, one, regardless of it being the last season, we want to reward the fans,” said Kelly Bumann, svp of digital marketing for the network.

Porsche’s Shows Off New Experience Center The Detroit Bureau 11.28.12 Think having the chance to drive your new sports car on a closed test track and handling course might be enough to close the deal? Porsche thinks so. At the groundbreaking for its new North American headquarters in Atlanta, the automaker announced that the 26.4-acre campus would include a 1.6-mile test track where dealers will be able to bring customers to experience the full capabilities of the company’s cars.

Beneful Launches Playful Online Videos Media Post Publications 11.26.12 An online video series for Beneful aims to bring the joy of play to everyone and remind them how play can transform the everyday. The three original videos, with the theme “Random Acts of Play,” were created by Leo Burnett/Arc Worldwide and launched earlier this month on YouTube.

ADVERTISING

In-Game Advertising Still Not Drawing Ad Budgets Click Z 11.29.12 The banner ad is dead, say digital marketing pundits, so what’s a better way for brands to reach consumers? Integrating ads into online games and allowing users who view the ad to win points or other rewards in the game, is an increasingly attractive way for consumers to engage with advertising. Yet advertising budgets are far from reflecting this market’s potential, according to a panel of gaming and ad industry executives who gathered at New York watering hole SideBar to discuss in-game advertising.

Coke’s Christmas Spot Features Giant Santa Puppet Media Post Publications 11.27.12 This year’s Christmas TV ad from Coca-Cola focuses primarily on a giant Santa Claus marionette – something of a departure from recent years’ ads (like 2010’s “Snow Globes” and last year’s “Shake Up Christmas” spots), which stuck with human personifications of Santa.

It’s the age of Reverse Product Placement: Fictional items from The Office go on sale Independent 11.26.12 The media giant NBC- Universal broke US ad-sale records for its Olympic programming this year. But, as more people skip ad breaks, television shows must do all they can to make money. Product placement has long been a fixture of American TV, with some shows working real-life products into scripts without too much damage to reputations.

ENTERTAINMENT

As It Nears the End, Lessons From ’30 Rock’ AdAge 11.29.12 When Liz Lemon gets married in tonight’s episode of “30 Rock” on NBC, she won’t have much time to enjoy it. Why? Because she’s ushering in a major new plot development that, sadly, also marks the beginning of the end for the offbeat sitcom.

Neil Patrick Harris Brings His ‘Puppet Dreams’ to YouTube Mashable 11.27.12 People often have dreams where they interact with celebrities — but who do the stars dream of? For Neil Patrick Harris, it’s puppets. The actor’s web series Puppet Dreams debuts Tuesday on the Nerdist Channel. The seven-part show features Harris in various dream scenarios, surrounded by puppets.

IBM’s Computers Try to Understand Twihards’ Emotions The Hollywood Reporter 11.26.12 The Twilight Saga: Breaking Dawn- Part 2 was not only the highest grossing film this Thanksgiving weekend, it also generated the most number of tweets. According to a study conducted by USC Annenberg and IBM of over 5 million movie-related tweets in the 11 days leading up to and through the Thanksgiving weekend, the film grabbed the lion’s share with 4.25 million tweets, far surpassing the second biggest tweet-generating film — Skyfall with 700,000 tweets.

MEDIA & TECH

New York Times Stirs Controversy for Social Media Monitoring AdWeek 11.29.12 The growing pains continue for legacy media in its ongoing adaptation to the digital era. After coming under fire for a few ill-advised social media postings, The New York Times Jerusalem bureau chief Jodi Rudoren has been assigned an editor “to work closely with Ms. Rudoren on her social media posts,” according to a post by Timespublic editor Margaret Sullivan.

OTT Video Views Explode On Multiple Screens Media Post Publications 11.28.12 Dividing the country down the middle, half of U.S. consumers now view over-the-top (OTT) video through broadband connections on their TVs, in addition to the content they traditionally watch via cable or satellite. Consumers are also viewing content on mobile devices, creating video playlists, posting videos on social media, and learning about new TV programs and video offerings through social networks, the consulting firm found.

NYC’s Two-Way Touch-Screen Public Phones Ready for Emergencies, Advertisers brandchannel 11.23.12 One very small silver lining in the wake of Super Storm Sand on the Big Apple: public phone booths are being reimagined anew in a public-private partnership between New York City and two companies, Cisco and City 24/7.

OgilvyEntertainment and the agency at large is pleased to congratulate Coca-Cola for being named Creative Marketer of the Year at the 2013 Cannes Lions International Festival of Creativity. Despite winning 100 Lions in the last 50 years, this is the first time the Coca-Cola Company has been honored with the top client award (previously known as Advertiser of the Year). The award will be presented at the festival in June 2013 but Cannes Lions decided to name the recipient of its top marketer award in advance of its 60th anniversary, which will certainly include a multitude of celebratory announcements.

In the words of Joe Tripodi, Executive Vice President and Chief Marketing & Commercial Officer of the Coca-Cola Company: “Creativity has been and always will be at the heart of our brands. It fuels our business — with consumers, customers, fans, agencies and partners all over the world.”