Adweek interviews Doug Scott in Hawaii during the CLIO Awards judging week to chat about the brand spankin’ new Branded Entertainment & Content category.

Watch more interviews with CLIO judges at www.adweek.com/topic/six-clio-questions. For the full list of 2013 winners, visit www.clioawards.com/catalog/2013/branded_entertainment/.

Amongst the happy Ogilvy crowd is OgilvyEntertainment’s Creative Director Otto Bell, fifth from left, and Director of Strategy & Operations Abby Marks, sixth from left. OgilvyEntertainment’s The Horizons Project for client DuPont earned two bronze statues in the inaugural Branded Entertainment & Content category for Mixed Campaign and Television.

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.

May 13th, 2013

BRANDED ENTERTAINMENT

Coca-Cola Experiments with Isolation and Friendship in China brandchannel 05.08.13 Isolation and loneliness may seem like an odd foundation for a Coca-Cola campaign, but in China, the brand is aiming to bring the smile associated with Coke to a generation afflicted with such attributes as they try to find their way in suddenly booming metropolises. Coca-Cola’s “Friendship Experiment” aims to capture moments of “happiness creation” by inviting “complete strangers to come together and share a moment of connection.” It’s an effort by Chinese photographer Kurt Tang to combat what he saw as the “dispiriting sense of isolation and loneliness” found today in China’s cities.

GE’s Wonderground Game is Latest Collaboration with BuzzFeed brandchannel 05.07.13 In its latest collaboration with BuzzFeed, GE’s Wonderground allows users to explore five US cities via virtual tours, offering up bites of interesting trivia along the way. The multi-platform game avaialble via iOS or online makes use of the media site’s photo content pages in order to immerse users in an eye-opening look through science, design and industrial technology. 

Solving Huge Problems, One Atom at a Time Fast Company 05.04.13 By the time midnight rolled around this past Wednesday, a demonstration by IBM scientists on the subject of atomic-scale magnetic memory had been viewed more than 1 million times–in less than 24 hours; a day later, more than 2 million. Of course, this demonstration took a novel form: it was released to the world as The World’s Smallest Movie (and was so certified by the Guinness Book of World Records). A stop-motion movie telling a simple story, it was made by moving atoms, magnified 100 million times by a scanning tunneling microscope, at -267 degrees C.

ADVERTISING

Child-Abuse Ad Uses Lenticular Printing to Send Kids a Secret Message That Adults Can’t See AdWeek 05.06.13 The ANAR Foundation, a Spanish child-advocacy organization, used lenticular printing in this powerful outdoor ad to send different messages to children and adults. Anyone under about 4-foot-3 sees bruising on the child’s face in the poster, along with ANAR’s hotline number and copy that reads, “If somebody hurts you, phone us and we’ll help you.” People taller than that—i.e., most parents—simply see the child without the bruise and the line, “Sometimes child abuse is only visible to the child suffering it.”

Time Inc. and Sprint Team Up to Conquer Mobile Ads AdWeek 05.05.13 Mobile advertising has lagged consumer behavior, but now Time Inc. and Sprint have struck a wide-ranging deal to crack the burgeoning market. The deal lets the No. 1 U.S. magazine publisher tap into the carrier’s 56-million user base through Sprint’s personalized ad-targeting service, Pinsight Media+. Advertisers will have access to Sprint’s mobile portal, ad networks like Jumptap and third-party publishers like AccuWeather.

Brands Embrace Mobile Social Advertising Online Media Daily 05.03.13 First-quarter earnings reports from companies including Facebook, LinkedIn and Yelp this week highlighted the growing role that mobile plays in social networking and other online companies as their users are increasingly accessing their services from devices rather than the desktop.

In advance of the TV:Xperience event taking place in New York on July 15th-17th, Doug spoke with IP&TV News about the importance of branded entertainment to enable multi-platform immersive engagement.

Doug will be presenting on the importance of brand narrative at the July conference. For more information and to register, please visit www.tvxperienceevent.com.

Are second-screen experiences enhancing linear viewing, or detracting from it?

Second-screen experiences are transforming viewing behaviour from linear to that which allows for more meaningful, multi-dimensional and immersive engagement.

Second-screen technology continues to evolve and open new doors for the creation of deep narratives that have the power to mix with and enhance the everyday life of the viewer (or participant).

It’s an exciting time for marketers as we face the challenge of connecting with consumers in their most receptive state while leveraging content across paid, earned and owned channels.

Ultimately, I believe mobile is actually the first screen, not the second screen, because it is truly about me; and it’s my constant personalised source for connectivity and the consumption of content.