Remember to follow all the action at www.ogilvyatces2013.com and on Twitter @OgilvyatCES for real-time updates. Be sure to keep up with the latest news and updates from all over with the official hash tag #2013CES.
OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
Coca-Cola Gives Iconic Polar Bears a Starring Role With Ridley Scott Film brandchannel 1.03.13 Coca-Cola apparently doesn’t hold a grudge against famed director Ridley Scott. The perennial Best Global Brand’s logo appeared in his 1982 film, Blade Runner, and then the brand suffered the so-called Blade Runner curse with the disastrous introduction of New Coke in 1985. That “curse” saw other brands that popped up in the film (Atari, Bell, Pan-Am) suffer serious financial difficulties soon after.
Pepsi To Crowdsouce Beyonce’s Super Bowl Intro Media Post Publications 1.02.13 Beyonce fans who want to be part of her Super Bowl Halftime performance can warm up their smartphones for a series of photo assignments from sponsor Pepsi. In a promotional run-up to the Feb. 3 event, Pepsi is asking fans to snap and upload images of themselves in a series of specific poses that will be used in the on-air intro video as the singing star takes to center field.
Polaroid Creating Branded Retail Stores Media Post Publications 1.02.13 Creating a retail empire off an electronics brand worked for Apple. Perhaps it can do the same for Polaroid. This year, Polaroid will launch at least 10 experimental retail locations that will give people the chance to take images from their digital devices and turn them into keepsakes. The first of these stores, dubbed Polaroid Fotobar, will open in February in Delray Beach, Fla.
Viral Nike Ad Speaks to Hockey Fans’ Angst as NHL Lockout Drags on Mashable 1.03.13 The NHL lockout is well over 100 days old now, and even with the players’ union delivering another counteroffer to the league on Wednesday, hopes for a salvaged season appear dim. More than half of the season has so far been obliterated.
Analysts Upgrade Facebook, Predict Mobile Will Surpass Online Ad Revenue Next Year Media Post Publications 1.02.13 Citing recent feedback from marketers on its mobile and news feed ads, as well as its “ability to leverage third-party data” through the Facebook Exchange and its custom audiences platform, J.P. Morgan this morning raised its price target for Facebook 21% to $35 per share from $29 previously.
N.J. launching new marketing campaign North Jersey 12.31.12 Residents facing down superstorm Sandy’s devastation may have worn “Jersey Strong” T-shirts all November. Governor Christie may have called the state’s population “plenty tough.”
NFL Films gets behind “Star Spangled Sundays” realscreen 1.03.13 NBC Sports Network in the U.S. is to air Star Spangled Sundays, a four-part special about the rise in popularity of the NFL, beginning January 8. Produced by Ross Greenburg Productions and NFL Films, the special documents how the National Football League went from being a money-losing sport in the late 1940s to one of the most powerful sports entities, with its players making tens of millions of dollars per year.
Despite Cable-Costs Crackdown, New Channels Keep Coming AdAge 1.03.13 Players ranging from WWE to ABC News and Univision will again try to elbow their way onto pay-TV program guides this year. But 2013 may prove particularly inhospitable for upstart networks as cable and satellite distributors get serious about mitigating rising content costs.
CBS Connect App Brings Stars and Viewers Together on iPad Mashable 1.03.13 CBS Connect, a new second-screen app for iPad, aims to make it easier for people watching CBS shows to interact with other viewers and even stars from the network’s programming. The free app landed in the iTunes Store on Thursday. It will filter conversations about each CBS show from Facebook and Twitter into a central location in the app so viewers won’t have to bounce from one social network to the other while watching TV.
A Documentary Maker Puts Money on an Oscar Ad NY Times 12.30.12 Steven C. Barber, a filmmaker, was looking at a used Lexus to replace his 2001 Chevy when the Academy of Motion Picture Arts and Sciences released its lists of Oscar-eligible scores and songs this month. The music from his documentary, “Until They Are Home,” made both.
MEDIA & TECH
It’s Now Easier Than Ever To Watch Your Adorable YouTube Videos On TV Fast Company 1.03.13 YouTube is coming to a living room near you–even if you don’t own a Google TV. In its latest leap outside traditional web video, YouTube announced a new feature for its Android app on Thursday that zaps content discovered on mobile devices to connected televisions.
Al Jazeera buys Current TV, preps U.S. news channel realscreen 1.03.13 Al Jazeera Media Network is to launch a U.S.-based news channel, after acquiring Current TV, the American cable network co-founded by Al Gore, for an undisclosed sum. The new, as-yet-untitled news channel will be made available on Current’s distribution network when at some point this year. Al Jazeera says there will be “a transition from existing programming until the new Al Jazeera channel begins to air.”
BuzzFeed Raises $19 Million to Make LOL Content for the Social Web AdAge 1.03.13 BuzzFeed set out to reinvent the notion of content for the social web by allowing pictures of cute animals to co-exist with serious political coverage. Now it has a substantial war chest to do it. A year after it raised a $15.5 million Series C investment round, BuzzFeed is taking on a fourth round of $19.3 million. The company, helmed by Huffington Post co-founder Jonah Peretti, has now raised a little more than $46 million since its founding in 2008.
Nespresso Crush? Used Coffee Capsules Now Upcycled as Watches brandchannel 1.03.13 Nespresso has been riding the home barista trend, as consumers and gift-givers shelled out about $600 for counter-top coffee makers this holiday season. But what to do with those crushed capsules? One enterprising idea is seeing them used as the basis for a handmade, custom timepiece as part of the Grand Cru collection produced by high-end watchmaker Blancier.
Plastic Bottle Ban In Concord, Massachusetts Goes Into Effect Huffington Post 1.02.13 Concord, Massachusetts has become one of the first communities in the U.S. to ban the sale of single-serving plastic water bottles. According to the Associated Press, the plastic bottle ban resulted from a three-year campaign by local activists. The activists pushed to reduce waste and fossil fuel use.
The Security and Sustainability Announces Complimentary Access to Its Educational Videos SF Gate 12.31.12 The Security and Sustainability Forum convenes global experts to assess the impacts on society from climate and other disruptions to natural systems. Its webinars address many of the world’s most pressing topics and attract an international audience of senior professionals, decision makers and the public.
The 2012 International CES broke its 45-year attendance record and showcased over 20,000 new products that were seen by 153,000 attendees while 40 different conference tracks discussed the state of the technology industry with hundreds of speakers, panelists and keynotes in just four days. Boom. That’s a lot.
But with all the hype, commotion and can-not-miss content flowing throughout the 4 day event, we’re quick to forget the one thing we should be asking ourselves, “What does all of this mean for my brand?”
Ogilvy breaks down the 2013 International CES into bite size chunks of the most important brand takeaways and trends. We’ll scour the exhibition floors to unveil emerging and relevant technology, highlight keynotes and find answers to the brand-related questions we all want asked.
Doug Scott will be moderating two exciting panels during the week that are not to be missed. The first panel titled “Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms” is brought to you by Digital Hollywood and will take place on Monday, January 7 from 2:30pm to 3:30pm in the North Hall Room Number N258. The event includes all-star roster of panelists including Bettina Sherick, SVP, Digital Strategic Marketing at 20th Century Fox International; Laura Caraccioli, EVP of Advertising at Electus; Joan Hogan Gillman, EVP of Time Warner Cable and President of Time Warner Cable Media; Kristine Welker, Chief Revenue Officer of Hearst Magazines Digital Media; and Chris Hayes, Managing Director of Business Development at Huge. The Digital Hollywood panel will explore how contextual media and advertising is transforming audiences, content, its creation and distribution, while revealing how great minds are reaching consumers at the most valuable points of influence and impact. For more information, visit the Digital Hollywood track here: bit.ly/UKUdbO .
Doug will also be moderating a panel called “Brands, This Is How You Work With Content Creators” hosted by IAWTV and held from 2:30pm to 3:10pm on Wednesday, January 9 in the North Hall – Upper Meeting Room Number N264. During the IAWTV session, the panel will discuss and debate the best practices and biggest challenges facing top brands, advertisers and marketers, production companies, studios, and ad solution providers to create powerful, engaging and effective brand experiences through online video. Doug will be joined by Billie Goldman, Partner Marketing Manager at Intel, and Tom Hume, Director Marketing Communications at Toshiba who will share the secrets behind their beautiful social film The Beauty Inside. Additionally, James Veraldi, SVP/Director of Busienss Development and Sales at Fullscreen; David Freeman, Co-Head of Brand Coverage Group and Digital Content Packaging at CAA; Jeff Grossman, VP of Content and Product Strategy at CBS Interactive; and Mike Henry, CEO of Outrigger Media will share their unique perspectives on the value of branded web video, the process of innovation, the importance of providing multi-screen contextual experiences, and the future of programming and production. For more information, visit the IAWTV track here: bit.ly/YZkANE .
Follow all the action at www.ogilvyatces2013.com and on Twitter @OGILVYATCES for real-time updates moving forward. Be sure to keep up with the latest news and updates from all over with the official hash tag #2013CES.
Happy New Year! As we welcome a new and exciting year ahead, we also recognize the importance of taking a look back at the amazing work of 2012. In her latest article for MIPBlog, Abby Marks presents her top picks for 2012′s best branded entertainment programs and discusses how these leading campaigns across a wide-range of categories (including music, stunt, luxury, and technology) are shaping our industry.
We invite you to read the article on the MIPBlog here.