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 ModelTM.
May 28th, 2013
Subway’s Comedy Promotes Brand, Content Strategy Online Media Daily 05.21.13 Setting a new bar for brands and their programming aspirations, Subway’s scripted comedy series, “The 4 to 9ers,” appears to be performing better than anyone expected. In fact, the series — which follows a group of high school kids and their adventures in minimum-wage work — is nearing 10 million views on Hulu, YouTube and other major distribution hubs. That’s according to Caitlin Burke, senior marketing manager of media and branded entertainment at Subway, who spoke to attendees of the OMMA Video conference on Tuesday.
How to Use Content as a Conversation Starter Fast Company 05.21.13 In celebration of its 100th birthday, Hellmann’s is launching its most aggressive content program ever. They’re drawing on their history of pushing the boundaries of digital content in order to do it right. In a three-part video series, Brian Orlando, Marketing Director Dressings U.S. Hellmann’s, and Doug Scott, President of OgilvyEntertainment, discuss how Hellmann’s approach to digital content has evolved right along with the web itself.
Google Plans To Transition Brands Into Content-Driven Advertising Online Media Daily 05.17.13 Google wants technology to “step out of the way” as developers integrate it into everyday life. That’s per Timothy Jordan, developer advocate on Project Glass, speaking to i/o Conference attendees Thursday. It means major changes in online advertising for agencies and those developing apps and utilities, but what do brands need to know?
Heineken incentivizes app usage via augmented reality, contests Mobile Marketer 05.17.13 Heineken is launching a mobile application as part of a summer promotion that is aimed at driving repeat usage with contests and content that keep users coming back regularly. Heineken is using the app to help launch its limited edition, 16-once Star bottles in the United States. The Heineken Star app is available for iPhone and Android devices.
Undertone Releases Responsive Design Cross Platform Ad Format AdWeek 05.20.13 As users spend more time on multiple devices (jumping from desktop computers to tablets to smartphones), marketers are interested in targeting consumers wherever their eyeballs happen to land, preferably without too much pain.
Weather.com Develops Real-Time Data Ad Targeting Online Media Daily 05.17.13 Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based on weather conditions, time and interests for companies like Home Depot, Toyota, Disney and others. The platform relies on the potential of weather data as a powerful predictor of consumer purchase intent.
Heineken aligns TV and web WAR C 05.16.13 Heineken, the brewer, is looking at ways to align its TV and online marketing, including the production of more original content for online channels and more long-form digital programming. Ron Amram, Heineken’s senior media director, told AdExchanger that most of the brand’s advertising remained focused on TV, but added: “What we’re trying to do now is have a secondary line of communication, one that’s more targeted.”