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

Coca-Cola Launches Happy Places Photo-Sharing App brandchannel 11.05.12 Coca-Cola has long made happiness part of its brand DNA. Now extending that joy into social, the iconic brand’s Happy Places photo app and social network is encouraging people to share their happy moments with a new photo-sharing social network, Happy Places, and a free mobile app to enable it. The launch comes as Twitter is rumored to be ready to launch a photo filter, a move that Instagram’s CEO says doesn’t scare him.

American Express Goes Gaming on Xbox brandchannel 11.05.12 In the challenging world of gaming console marketing, American Express has launched a co-branded experience that combines activity-based advertising and digital partnerships, building on AMEX’s success with Foursquare, Facebook and Twitter.

Unilever to target gamers with Planet Lynx platform Marketing Week 11.05.12 The Planet Lynx initiative has already launched in beta in the US and Canada under the Axe brand name. It uses the strapline “Play Hard. Earn Points. Score Rewards”. It includes games such as Axe Man, which is powered by users’ music collections. The game could potentially launch in the UK market as Lynx Man or Lynx Axe Man.

ADVERTISING

IgnitionOne Adds Facebook Exchange Support Media Post Publications 11.08.12 IgnitionOne released support for Facebook Exchange in its Digital Marketing Suite (DMS) Thursday. The function adds cross-channel capabilities, from search to display to social. Access to real-time bidding through the Facebook Exchange enhances the ability to present relevant Facebook ads based on first-party intent data, a well-known strategy by search marketers.

To Generate Heat, Advertising Must Light Fires Forbes 11.08.12 Time was, the proverbial ad campaign was methodical. It was calculable. It had a certain predictable rhythm to it. There was a media plan that was planned a year in advance. The creative team would then fill in the blanks of the media plan with creative ads. With our foot on the throat of media proliferation, we had quaint numbers like ‘”reach” and “frequency” and “impressions” to dangle in front of clients to project the impact of the agency’s work and the client’s media spending.

Video Boosts Mobile Ad Engagement 30% Media Post Publications 11.07.12 As mobile advertising continues its rapid trajectory, more marketers are likely to weave video and rich media into their mobile spots. That’s because data continues to prove the effectiveness of video in boosting interaction rates and engagement with mobile ads.

ENTERTAINMENT

Is Bravo’s ‘LOLwork’ the Next ‘The Office’? Mashable 11.07.12 The eccentric world of an Internet startup takes center stage this fall when Bravo debuts LOLwork on Nov. 7. The comedic documentary series follows the follows of I Can Has Cheezburger, the nearly 6-year-old humor website that become famous for showcasing lolcat memes, a.k.a. cat photographs with funny text.

Dunkin’ Donuts Partners With Universal Music Media Post Publications 11.07.12 Dunkin’ Donuts is partnering with Universal Music Latin Entertainment to make Dunkin’ Donuts coffee part of Latin music’s big night. Dunkin’ Donuts is the exclusive coffee provider of “Noche de Estrellas,” the invite-only after-party celebration at The Bank, located in the Bellagio in Las Vegas, on Nov. 15.

Hulu Builds Content Library Via CBS Deal Media Post Publications 11.06.12 Even before Providence Equity Partners officially sold its stake in Hulu last month, there was wide speculation regarding the future of the video venture, and its ability to attract quality content. Somewhat easing such concerns, CBS Corporation just agreed to a non-exclusive, multi-year licensing agreement to stream programs on the Hulu Plus subscription service. Financial terms of the deal were not disclosed.

MEDIA & TECH

Can computer games double as personality assessment tools? Search Financial Applications 11.08.12 For as long as personality tests have been tools in the hiring process, recruiters have wondered, To what degree can the answers be trusted? Discovering a few months into employment that a person is not who she represented herself to be can be an unpleasant revelation. But what if a recruiter could objectively uncover a candidate’s behavioral traits — and increase engagement at the same time?

Google Demonstrates Real-Time Web Collaboration Through Music Media Post Publications 11.08.12 Jam with Chrome might seem like a simple and entertaining experiment in musical teamwork, but dig a little deeper and marketers will find that this sophisticated Web-based application demonstrates the power of real-time collaboration and ad targeting on the Web.

Santa Goes Mobile: Walmart and Mattel Test Virtual Toy Store in Canada brandchannel 11.05.12 Tesco made headlines a year ago when its HomePlus retail subsidiary in South Korea tested a virtual store in a Seoul subway station, showcasing items that could be scanned and ordered by smartphone for home delivery, while Peapod is testing virtual grocery shopping in the U.S.

Coming from a PR background, I thought I knew what branded content was.  But then I was introduced to OgilvyEntertainment.  My first thought:  “I love entertainment!” My second thought:  “Um, what exactly do they do?”

As a member of Ogilvy’s Associates Program, I am awarded the privilege of rotating through four different areas of the agency during my first year here. After just scratching the surface on information about OgilvyEntertainment, I knew I had to satisfy my craving to work with OE while developing an understanding of what this group really does. A sought-after spot among Associates, I was lucky to be placed in the team for my first rotation. After about a month of being a member of the hard-working, hard-playing OE group, here are some insights I’ve gained about branded entertainment.

Something old, something new…  Branded entertainment is not a new phenomenon.  It has been displayed in different forms of advertising.  However, traditional advertisements often lack the innovation, expression and the actual entertainment element to be classified as such.  While strategic brand inserts into larger entertainment channels have been around for decades, branded entertainment is revolutionizing advertising as we know it…which leads me to my next insight.

It’s MUCH more than product placement.  We’ve all seen that box of cereal held at just the right angle or positioned perfectly on the counter in our favorite TV shows, effectively showcasing the brand’s pristine logo. Is that part of branded entertainment? Yes, a small part, but branded entertainment includes so much more. It is content that is interesting, captivating and draws people in to engage with the brand message, rather than bombarding them with sales pitches, while creating positive imprints with the brand involved.  (Doesn’t sound like your typical ad, right?) Hence, the name “branded entertainment.” Or, to make a long story short, product placement entails putting brands into already existing content, while branded entertainment is often original content, focusing on the brand’s key ideals.

Storytelling is key.  Every brainstorm I’ve participated in, every deck, pitch, and presentation I’ve been a part of, every project I’ve worked on during my time at OgilvyEntertainment has had one fundamental common purpose:  to discover and tell a story.  This does not mean compiling a chronological series of events beginning with “once upon a time.”  Rather, branded entertainment seeks to create content that will entertain people while highlighting a brand’s values through strategic storytelling.

Creativity pervades.  One thing is ever-presently clear working in this group: creative ideas are the launching pad for all projects!  This helps keep branded entertainment fresh and innovative – far from the traditional, formulaic ads of yesterday.  It’s the reason for the evolution of branded entertainment and the solution for annoying, repetitive, interruptive ads.

The avenues are many.  What OgilvyEntertainment is doing for its clients involves a myriad of elements ranging from brand storytelling to special event sequences, yet always showcasing an unexpected and unrecognized side of the brand. Branded content has taken shape as documentaries, short films, web series, and even music videos.  Want an example?  Check out one of the short documentaries that OgilvyEntertainment has created for DuPont.  It can be found here (http://www.youtube.com/watch?v=7VyxctmL9RI).  (See more here http://www.youtube.com/watch?v=IKSptTPRZQg)

Essentially, branded content should focus on the message and its significance to the consumer. Storytelling is the future; branded entertainment is the vehicle.

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

 OPI Video Blends Brand Color With Dancing Horse Media Post Publications 10.31.12 Hold your horses: OPI unleashed its first video less than week ago, and its flashy manicured thoroughbred is already causing a bit of a social stampede. The nail polish brand, beloved by its fans for its quirky color names, uses the horse-of-a-different color film to highlight four shades.

Yahoo, Mediacom launch Style Factor for P&G Campaign India 10.31.12 Yahoo! India and Mediacom have got together to launch Style Factor, a custom branded content and entertainment site for Proctor & Gamble (P&G). Inspired by ‘The Thread’ on Yahoo! Shine developed for P&G in the USA, Style Factor will bring the latest celebrity news and information on fashion, skincare, hair care and makeup to users in India. Style Factor is available on Yahoo! India Lifestyle.

Hot Pockets’ Viral Snoop Dogg Video Keeps Rollin’ Media Post Publications 10.29.12 “Pocket Like It’s Hot,” a tongue-in-cheek video by Snoop Dogg and friends for Hot Pockets, featuring a remix of his hit single “Drop It Like It’s Hot,” has pulled more than 4 million views since its YouTube debut on Oct.10. And its viewership may gain further momentum from a video posted on Oct. 26 by its director, comedian/actor and “30 Rock” star Judah Friedlander. In his “director’s response” video, Friedlander offers humorous comments on the creative process and what it was like to direct Snoop Dogg.

ADVERTISING

Vevo Launches Ad Exchange, Enhances Brand Marketing Media Post Publications 10.29.12 Vevo, the latest Web publisher to break into real-time bidding, just debuted a private ad exchange. With the new platform, the popular online music video company — owned by Universal Music Group, Sony Music and Abu Dhabi Media – is hoping to increase its reach among marketers.

Advertising Relearned for Mobile New York Times 10.28.12 Say you are in a strange city and need a hotel for the night. You pull out your phone, search for hotels on Google and see a nearby one listed at the top of the rankings, with a little phone icon that says, “Call.” You tap it, reach the hotel and ask for a room.

Retail To Increase Email, Mobile, Social Marketing Budgets Media Post Publications 10.25.12 Some 43% of retailers said they will raise online marketing budgets — investing in either mobile, social or email marketing channels during the holiday season, according to a new study analyzing expectation of holiday advertising and sales.

ENTERTAINMENT

Univision Launches TV Everywhere Service with Timed Social Comments, Apple & Android Apps Media Post Publications 10.31.12 More evidence of the emerging growth in the Hispanic digital video market came from Univision. The network officially launched UVideos yesterday with Starcom advertisers Allstate, Microsoft and Wendy’s on board via a deal Starcom struck during the upfront. The service gives the network a berth in the TV Everywhere world in an interesting play that brings most of its prime-time shows to both the Web and to Android and iOs apps for free the day after they air, with programming subtitled in English.

Disney to Buy Lucasfilm for $4.05 Billion; New ‘Star Wars’ Movie Set for 2015 The Hollywood Reporter 10.30.12 The Walt Disney Co. has acquired Lucasfilm for $4.05 billion in cash and stock and announced a new Star Wars movie to be released in 2015. Kathleen Kennedy, current co-chair of Lucasfilm, will become its president, reporting to Walt Disney Studios chair Alan Horn. Disney is paying about half the purchase price in cash and will issue 40 million shares of stock, the company said in a statement Tuesday.

Social TV and second-screen viewing: the stats in 2012 The Guardian 10.29.12 In 2012, a lot of people are using smartphones, tablets and/or laptops while watching TV. But how many, what are they doing, and what might it mean for the TV industry? It’s a question being chewed over at pretty much every industry conference, and there is no shortage of research companies conducting surveys to try to help them understand viewer habits, and respond accordingly.

Everyone At Once On The Second Screen Tech Crunch 10.29.12 When the world’s gaze focuses on a single televised moment, it’s what’s in the periphery of our vision that unites us. The second screen brings awareness of the millions watching alongside, no matter where they are. It reaffirms our interest and passion, while adding depth and fresh perspective. Now if you watch the game on delay, or check out the debates online later, you’re missing something special.

MEDIA & TECH

Almost 2/3 of Mobile Device Owners Are Reading Digital News Media Post Publications 10.30.12 According to a detailed survey of news use on mobile devices by the Pew Research Center’s Project for Excellence in Journalism, half of all U.S. adults now have a mobile connection to the web through either a smartphone or tablet, significantly more than a year ago, which has major implications for how news will be consumed and paid for.

10% of consumers use mobile as their primary device for checking email E Consultancy 10.26.12 This suggests that desktop clients should still be the most important focus for marketers, however it doesn’t take into account the number of people who check or prioritise their emails on mobile. Stats published in May shows that more than a third of consumers (36%) read marketing emails on mobile, rising to 55% among 18-34 year olds. 

The World Is Not Enough: Google and the Future of Augmented Reality The Atlantic 10.25.12 It is The Future. You wake up at dawn and fumble on the bedstand for your (Google) Glass. Peering out at the world through transparent screens, what do you see? If you pick up a book, do you see a biography of its author, an analysis of the chemical composition of its paper, or the share price for its publisher? Do you see a list of your friends who’ve read it or a selection of its best passages or a map of its locations or its resale price or nothing?

In the 15th episode of the Horizons series, presenters Adam Shaw and Saima Mohsin travel to Kenya and the UK to see how access to modern technology is helping improve the lives of millions of people in developing countries. Read more about the episode in the BBC Press Release here. Sponsored by DuPont, Horizons is developed independently by BBC World News. The television series is part of The Horizons Project, a comprehensive branded content platform developed by OgilvyEntertainment, which aims to reinforce DuPont as a scientific thought leader amongst business decision makers. The Horizons television series airs on BBC World News on Friday at 9:30pm, Saturday at 4:30am, and Sunday at 10:30am and 4:30pm ET.

Don’t miss the premiere of “Pick of the Crop” – this week’s DuPont Story of Inclusive Innovation airing as the sole commercial break during Episode 15. “Pick the Crop” tells the story of DuPont’s collaboration with Professor Picanco of the Federal University of Vicosa and the regional Ministry of Agriculture as they work with local tomato producers to protect from Tuta Absoluta pest infestations. Showcasing DuPont’s scientific capabilities and collaborations in action, the Stories of Inclusive Innovation films are also available at youtube.com/dupont. OgilvyEntertainment develops each mini-documentary in collaboration with DuPont, TwoFour Productions and key DuPont partners.

Branded entertainment programs have seen a sharp increase over the past year, but many are still missing a focus on metrics.  While branded content is still securing its place in every brand’s marketing mix, the ability to demonstrate proof of concept via ROI is accelerating its importance.  Now that we are living in a media-meshing society and shifting our focus away from pure impression-based measures towards effectiveness, content-led programs are demonstrating that they are an extremely effective and valuable element of every marketer’s toolkit.

According to OgilvyEntertainment’s Abby Marks, Director of Operations, “interactivity has evolved the conversation beyond bigger and bigger numbers”, meaning that real audience engagement has become far more important than reach, particularly amidst a Worldwide Web of clutter and bombardment.  For further proof, be sure to read the article and check out the following statistics from HNW:

• Content programs increase traffic, awareness and sharing over time instead of creating an initial bump in these metrics followed by a sharp decline.
• Eighty-two percent of marketers expect to increase or greatly increase their content expenditures in 2013.
• Per dollar, content marketing generates three times more leads than paid search.
• Ninety-six percent of content campaigns are distributed through social media sites.