OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
KLM Makes Travel More Social With Crowd-Sourced Map brandchannel 2.13.13 KLM Royal Dutch Airlines is amping up its digital engagement with KLM Must See Map, a friend-sourced destination map that combines social and print. Users create a map for a destination and ask friends for travel tips via Facebook, Twitter and email. Facebook check-ins show which friends have already visited the destination, their tips on favorite places and their locations. You can add your own tips, then order a copy of the map in print and receive it for free.
Seen Enough Beyonce, Yet? Expect More With Pepsi, HBO, Oprah, Doc and Tour brandchannel 2.11.13 Pepsi promoted new artists like Hunter Hayes as part of its presence on the Grammy Awards last night, but most of its music marketing budget remains devoted to one very established diva: Beyonce. Beyonce is demonstrating her personal-brand firepower these days like no time in recent years.
ABC, NBC and IFC Push Boundaries of In-Show Brand Integration brandchannel 2.08.13 The Middle, Smash and Portlandia offer three examples of the growing seamlessness between product/brand placement and the creative content of TV series. On ABC’s The Middle this week, the episode was practically an ode to two brands: iPad and Red Lobster. The youngest child in the Heck family, Brick, pines and pesters for an iPad until his parents, Frankie (played by Patricia Heaton) and Mike, finally relent and buy him a restored model on eBay. Until they do, a huge chunk of the script is devoted to Brick’s description of the wonders of the iPad.
Mobile Ads Trump TV To Promote Terrain SUV Media Post Publications 2.12.13 Can mobile video ads offer a viable alternative to TV and online video ads? Despite the immaturity of the medium, early signs of success are emerging. GMC, for instance, recently employed mobile app maker Tapjoy and its mobile videos solution to advertise its new Terrain SUV — and the results were promising.
Viacom and Zeebox Help Social TV Enhance Live Commercials AdAge 2.11.13 The cable giant Viacom and the social-TV company Zeebox have teamed up to help advertisers show viewers coordinated TV commercials and digital ads at the same time. Zeebox positions itself as an interactive “sidekick” to TV, something to use on a computer or mobile device while watching shows in the traditional manner. Taco Bell, AT&T and Kraft are the first brands to buy the new capability, called SpotSynch, and will run simultaneous TV commercials and Zeebox ads during MTV’s “Ridiculousness” and Comedy Central’s “Colbert Report” and “The Daily Show with Jon Stewart” starting this week.
No Saturday Mail Means Marketers Must Adjust Media Post Publications 2.08.13 The possible ending of mail delivery on Saturdays will force direct marketers to make adjustments to already established plans, but the biggest question facing them right now is whether the plan will happen on its current timeline. Although the U.S. Postal Service announced it would no longer deliver mail on Saturdays beginning in August, there’s some question whether the quasi-governmental unit can make such a change without congressional approval. The longer a discussion takes on the matter, the tougher it will be for marketers to adapt.
Participant, Doha Film Institute launch $100m film fund realscreen 2.13.13 Participant Media and the Doha Film Institute (DFI) are teaming up to launch a five-year, US$100 million revolving fund to finance a slate of 12-16 feature films. The partnership is one of a number of initiatives the two parties are uniting to undertake. In addition to the fund, Participant and DFI are exploring a joint venture to create content for Participant’s TV channel, which is launching in August; and exploring the establishment of a distribution outlet for DFI’s film production through Participant’s media interests in the U.S. and other territories.
Netflix and DreamWorks Working on an Original Kids’ Series Mashable 2.12.13 The competition among Netflix, Hulu and Amazon over exclusive content continues to evolve on a daily basis. On Monday, Amazon claimed exclusive rights to CBS’s upcoming Stephen King series Under The Dome. Now, Netflix has fired back with plans to create an original kids’ series with DreamWorks Animation.
Hearst’s Esquire Expanding Beyond the Magazine to Become a TV Network brandchannel 2.11.13 The Esquire Network says it’s ready for prime time. The new network, announced today, aims to “capture the essence of the magazine,” David Carey, president of Esquire publisher Hearst Magazines, told The New York Times. “This is not the magazine on TV; that would not work.”
MEDIA & TECH
‘Always addressable’ customers to transform marketing BtoB Online 2.12.13 Half of all U.S. adults will access the Internet multiple times per day from multiple devices and locations by the end of this year, providing a competitive advantage to companies using advanced attribution tools, according to a report by Forrester Research.
This Coaster Can Charge Your Phone Mashable 2.12.13 Seeing that ominous red battery icon on your cellphone is a cause for concern, especially if you’re nowhere near an outlet. A new device removes all worries by letting you charge your phone on the go using the beverage of your choice. The Epiphany onE Puck uses a heat engine to power your phone. It’s shaped — and acts — like a coaster. You place a hot or cold beverage on the surface and let your drink do all the work. Check out the video, above, for more.
American Express Looks to Ignite Real Twitter Shopping Ad Week 2.11.13 Social commerce is typically Facebook’s and maybe Pinterest’s domain. But Twitter doesn’t usually factor into the conversation. American Express began to change that last year when it rolled out the ability for card members to connect their accounts and tweet hashtags to receive merchant offers. Now, less than two weeks after Facebook and Discover partnered on the offline Facebook Card, American Express is taking Twitter a step further.
How SAP Makes the Business Case for Sustainability Triple Pundit 2.15.13 MIT’s recent study, The Innovation Bottom Line, makes a compelling business case for sustainability. In sum the message of the study is more companies view sustainability as a core business driver–and the results include a culture of innovation and improved brand reputation. The study has some methodological flaws, but overall provides more ammunition to the case that heightened focus on social and environmental issues matters to business.
Corporate Eco Impact Grows Even as Sustainability Efforts Widen Bloomberg 2.14.13 While corporations worldwide are adopting environmentally sustainable practices, unfortunately, their impacts on ecosystems continue to increase.That’s according to a new study detailed in a report, State of Green Business, released Feb. 12 and published by GreenBiz Group Inc. of Oakland, Calif.
Matt Damon Goes on Strike – a Toilet Strike – for World Water Day brandchannel 2.14.13 Matt Damon, looking for a way to “persuade people to give a shit about toilets,” staged a press conference in anticipation of World Water Day, March 22. The actor’s latest move pushes the continuing efforts of his non-profit, water.org, which educates people about the lack of basic sanitation and clean water for 2.5 billion people around the world.