Tag Archives: Branded Content

Industry News 11.15.13

OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news. 

BRANDED ENTERTAINMENT

Branded Entertainment: A New Production Financing Paradigm CMPA 11.11.13 The Canadian Media Production Association (CMPA) launches its white paper to examine the terminology and practices of the branded entertainment industry today. This white paper is one in a three part series prepared with the input of many global branded entertainment and media industry leaders.

Branded Content: Digital Marketing Connects Through Storytelling Business2Community 11.16.13 While branded content is not entirely new, it certainly seems to be in its golden age thanks to the evolution of digital. But that doesn’t mean it’s easy to create branded content that connects with your audience. That takes strategy, planning, solid production, and distribution, along with consideration of the delicate balance between editorial/creative integrity and sales objectives.

Discover Yourope With British Airways YouTube 11.12.13 Choose your own European adventure with British Airways. Get a taste of the thrills waiting for you, and experience the different sides of your favorite cities. Just pick a destination and let the adventure begin.

ADVERTISING

Jamaica Tourism’s Giant Stress Ball In Times Square Helps New Yorkers Relax Ad Week 11.15.13 New York is a stressful place, and Times Square isn’t the most soothing of its neighborhoods. But thankfully, Draftfcb New York and the Jamaica Tourist Board recently plunked down an enormous stress ball on Broadway between 45th and 46th Streets, giving New Yorkers and visitors a chance to “squeeze their burdens away.”

Advertisers Wary of Snapchat, But See Opportunity to Reach Teens Ad Age 11.15.13 By leaving a $3-billion acquisition offer from Facebook on the table Snapchat showed huge confidence in its own ability to turn the ephemeral messaging service into a big business. Snapchat CEO Evan Spiegel has described both in-app purchases and native advertising as potential revenue streams for the mobile messaging service.

How Volvo Created The Jean-Claude Van Damme ‘Epic Split’ Video The Wall Street Journal 11.15.13 The Internet is buzzing about a new online commercial that shows actor Jean-Claude Van Damme appearing to perform a split between two moving Volvo FM trucks. The stunt, meant to advertise Volvo Trucks’ new dynamic steering system, has drawn more than eight million views on YouTube since the video was posted on Nov. 13.

ENTERTAINMENT

PlayStation 4 ‘Will Compete With Second Screen Market’ Media Week 11.18.13 Sony sold over 1 million PlayStation 4 video game consoles during its first 24 hours on the market. This week, PlayStation launches a second screen app for iOS and Android, which will allow users to turn their smartphone into a remote control for the PlayStation 4, buy Sony products, and download add-ons and manuals for the console. Advertisers can also create their own branded games to appear on the console that can also be connected to social media.

Forbes Media Exploring Sale USA Today 11.15.13 Forbes Media, controlled by former Republican presidential candidate Steve Forbes, is up for sale. In a memo sent to employees Friday, CEO Mike Perlis said Forbes has received indications of interest from investors for the company, which includes Forbes magazine and Forbes.com. The company is looking to sell for about $400 million, according to a report by Bloomberg News. The Forbes family still controls the company after selling a 45% stake to investment firm Elevation Partners in 2006.

YouTube’s New Deal: Biz Wary of Revised Ad-Sharing Terms Variety 11.12.13 YouTube is in the process of shifting all content partners (with few exceptions) to the standard 55/45 advertising revenue share. That will eliminate the more favorable 70/30 revenue-sharing terms that some media companies have had for years, according to industry sources. The Google-owned site is spinning the change to its partners as an incentive for producers of high-value content. 

MEDIA & TECH

Apple Buys Israel’s PrimeSense For $345 Million Reuters 11.17.13 Apple has bought PrimeSense, an Israeli maker of chips that enable three-dimensional machine vision for $345 million, according to the Calcalist financial newspaper. PrimeSense’s sensing technology, which gives digital devices the ability to observe a scene in three dimensions, was used to help power Microsoft’s Xbox Kinect.

Qualcomm Jumps Into The Smartwatch Fight Tech Crunch 11.18.13 Meet the Qualcomm Toq. The $350 smartwatch will be available come December 2nd directly from Qualcomm. The watch packs some interesting features including Qualcomm’s own low-energy screen technology called Mirasol that should make it more readable in direct sunlight. The smartwatch race just got a bit more interesting.

103 Compelling Social Media And Marketing Statistics for 2013 (and 2014) Business2Community 11.12.13 Explore this compilation of more than 100 compelling social media, content marketing and SEO stats, facts and observations.

CLIENT NEWS

Philips Unveils New Brand Direction Centered Around Innovation and People Philips News Center 11.13.13 Philips shared its new brand positioning, which builds on the company’s heritage of creating innovations that matter to people. Philips introduced its new brand line “innovation and you” and a design of its well-known shield. The company’s brand positioning is brought to life by the launch of a digital storytelling platform, showcasing a wide range of Philips innovations that have a positive impact on people’s lives.

CNBC Teams With Philips For Branded Content Campaign Rapid TV News 11.16.13 CNBC has entered into a global, cross-platform branded content commercial campaign with Philips. The campaign will be based around CNBC’s new video series, Innovation Cities, launched worldwide across the broadcaster’s TV and digital platforms and on a special report page at innovationcities.cnbc.com. The series will showcase the innovations that most improve the way people live and work, delivering futuristic living conditions in today’s city environments.

ZANY

SF Morphs Into Gotham City for “Batkid” Battling Leukemia NBC 11.16.13 The Make-A-Wish Foundation in San Francisco and thousands of volunteers helped five-year-old leukemia patient, Miles Scott, realize his dream to help his favorite superhero for one extraordinary day.

 

 

Industry News 11.8.13

OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news. 

BRANDED ENTERTAINMENT

Outside TV Gets Original Content From Red Bull Media Post 11.5.13 Red Bull Media House, the energy drink maker’s video production outfit, announced that it is partnering with Outside Television to create 45 hours of original TV programming in the form of five series and feature documentaries, including three new documentaries focused on Baumgartner and his daredevil stunts.

Mattel’s Bold Plan To Take Control Back From Hollywood Variety 11.5.13 For Mattel, entertainment strategy has all been about timing. And after a number of stops and starts, it’s now ready to become a much bigger player. Last month, the company announced the creation of Playground Productions, an in-house studio through which it will not only produce original films, TV shows, web series, live events and games, but also manage how consumers are introduced to its brands across various platforms.

Italian Subway Station Transports Passengers To Downtown Tokyo PSFK 11.6.13 The new advertising stint for Fastweb, an Italian telecommunications company, brought Japan to the doorstep of Italy. To promote their new internet broadband line, the company transformed the entire subway station in Milan into Toyko’s Shibuya station – definitely not your typical Monday morning.

ADVERTISING

M&S Unveil Christmas Ad Online Before TV Broadcast Daily Mail 11.4.13 Marks & Spencer used social media channels to debut their multimillion pound advertisement. The full two minute version was released on YouTube and M&S website before its broadcast on television.

Under Review: Is Super Bowl Really Worth $4 Million? Ad Age 11.4.13 As brands finalize plans for the Feb. 2 game on Fox – which is expected to fetch about $4 million for a 30-second spot –Ad Age caught up with rookie and veteran Super Bowl advertisers to learn how they decide whether to go for it at the game or punt.

Progressive Strives To Keep Flo’ Fresh Media Post 11.5.13 Progressive has adopted a strategy unlike any other in the insurance industry, treating its ad creative like a television network, led by its hit show, the Superstore campaign featuring Flo. The network strategy takes similar elements you’d see on a major TV network — guest stars, an ensemble cast, spin-offs, etc. — and applies them to advertising.

ENTERTAINMENT

Lady Gaga To Sing In Space Mashable 11.8.13 Global pop star Lady Gaga will soon be performing among the stars, blasting off into outer space in 2015 on a Virgin Galactica ship. Her unearthly jam session will reportedly coincide with the Zero G Colony tech festival in New Mexico, and she will become the first celebrity musician to sing in space.

Hulu Preps 20 Original Series Screen Daily 11.4.13 Hulu plans to launch 20 original titles next year with the UK firmly in its sights as a primary source for content. Hulu has previously acquired a raft of British comedies and dramas including Misfits, Spy and The Only Way Is Essex and co-produces BBC heist comedy The Wrong Mans and is keen to add to its portfolio as the VoD service prepares to double its investment in content.

Netflix Picks Up Four Marvel Live-Action Series & A Mini For 2015 Launch Deadline 11.7.13 Disney will provide Netflix with live action series and a miniseries featuring Marvel characters set in the gritty world of heroes and villains of Hell’s Kitchen, New York. Netflix has committed to at least four, 13-episode series over multiple years, beginning in 2015, culminating with a miniseries, The Defenders.

MEDIA & TECH

Twitter IPO Sets Billionaires In Flight USA Today 11.7.13 The micro-blogging service went public on the NYSE as shares opened at $45.10 and quickly shot past $50 before closing up 74%, at $44.90. Twitter’s rocketing IPO takes two of its founders on a ride into billionaire territory and a wave of millionaires along for the journey.

Tesco Petrol Stations Use Face Scan Technology To Target Ads BBC 11.4.13 Tesco is installing face-scanning technology at its petrol stations to target advertisements to individual customers. The technology will use a camera to identify a customer’s gender and approximate age and then show an ad tailored to that demographic.

Report Says YouTube Overtakes Facebook Among Teens Mashable 11.6.13 An annual survey by The Futures Company found that 41.6% of those aged 12 to 15 said Facebook was their favorite website compared to 48% of teens overall. The most popular site among all teens now is YouTube, according to the report.

CLIENT NEWS

For Stores, Unilever and Kellogg Are Rising Stars Media Post 11.7.13 For CPG marketers, success is always found (or lost) in the crowded aisles of a local store, and retailers say that brands from Unilever and Kellogg are on the rise. And for their part, marketers say that Walmart and Target are still the most effective retail partners, with Costco and Amazon coming on strong.

Lenovo Reports a 36% Jump In Profit The New York Times 11.8.13 The Lenovo Group, the world’s top supplier of personal computers, said that its latest quarterly profit rose 36 percent as sales of smartphones and tablet computers more than doubled.

DuPont and Deere To Launch High-Tech Farming Program Fox Business 11.8.13 DuPont’s agricultural seed unit is partnering with farm equipment maker Deere to launch a program that helps farmers maximize crop production, joining forces to rival a similar service from Monsanto.

EVENTS

Content and Communications World on November 13 and 14 at the New York Javits Convention Center. CCW brings together inspired minds in media and entertainment production, post and distribution from around the world.

ZANY

Forget Staged Ad Hoaxes – The New Marketing Standard Is Genuine Terror And Trauma Fast Company Co.Create 11.6.13 Toronto agency John St. has decided to take things to the next level in a new (barely) parody video for ExFEARiential advertising.

 

 

End-to-End Content for Hellmann’s 100th Anniversary Celebration

We are excited to share the final installment of the Ogilvy & Mather / Co.Create video series featuring Doug Scott and Brian Orlando, Marketing Director of Hellmann’s. In this video, Brian and Doug discuss celebrity chef Mario Batali’s involvement in Hellmann’s 100th anniversary celebration and how the end-to-end program is setting a new standard for digital content.

Transmedia is a Mindset

In his latest article for the Transmedia Coalition, Matt Doherty explores the notion of transmedia as a strategic mindset for creating connected creative platforms with endless possibilities. Referencing the “End of TV As We Know It & The Birth of Transmedia” presentation given in conjunction with Doug Scott last year, Matt breaks down the crucial elements of transmedia here:

  • It’s creating a storyworld, not a storyline
  • Think multi-platform, not cross-platform (we’re not trying to tell the same story across a number of different devices…in gaming that’s called porting)
  • Blurring the story’s boundaries of what’s online/offline through digital
  • Enabling a participatory experience that is rewarding, challenging and requires the viewer to think not just click
  • Audience driven narrative (creative that can adapt, evolve and change in real-time)
  • New ways to distribute stories (which also means multiple starting points for an audience member to begin the story and a different experience as a result)

In Matt’s words, “Transmedia tells us there are no longer boundaries to storytelling. Disruptive innovation has provided us with a new set of creative tools. The living room is everywhere and we can participate with our favorite stories whenever we like. The only thing holding us back is the limitations of our imaginations because digital is making the wildest of imaginations a reality. Story is your constant. Digital is your variable. And Transmedia is pretty much here to stay.”

Check out the article and supporting presentation (now boasting 40,740 SlideShare views!) here: http://transmediacoalition.com/mdoherty/story/part-3-transmedia-is-a-mindset-not-a-science.

 

TWEED Flashback

Great minds think alike, right? TWEED Flashback is helping minds connect by scouring the web once-a-week for any and all relevant entertainment, branded content and industry stories. Get a heads up and stay in the know with TWEED Flashback.

ENTERTAINMENT NEWS

Hulu Attempts First Original Series Variety 08.03.11

Hulu is attempting its first original longform series, teaming with Morgan Spurlock on unscripted project “A Life in a Day.”  Six half-hour episodes were ordered of the skein, which chronicles a day in the life of prominent figures including will.i.am, Russell Peters and Girl Talk.  Debut episode on Aug. 17 follows Richard Branson.

Starz Signs Multi-Year Production Deal with BBC Worldwide Productions Deadline 08.08.11

Starz Entertainment and BBC Worldwide Prods. have signed a multi-year production agreement.  The potential output is estimated at more than 100 hours of drama series programming. The deal essentially gives Starz a (non-exclusive) production arm without the large cost associated with overhead as Starz is looking to compete against its more established pay cable competitors on a far smaller production budget.

Justin Bieber, Shakira, Rihanna, Ryan Seacrest, Shakira Lead Social Movement for Africa The Hollywood Reporter 08.09.11

More than 150 stars of music, fashion, pop culture and sports, including Lady Gaga, Eminem, Rihanna, Justin Bieber, Britney Spears, Shakira, Sting and Kanye West, are combining their social media might to raise awareness of the growing food crisis in East Africa. On August 9, they’ll each take to their Twitter feeds and Facebook pages with the goal of reaching a global audience of 700 million.

ADVERTISING NEWS

TV Advertising Still a Reliable Engine in Media NYT 08.08.11

Last week, companies like Viacom, CBS and Time Warner reported windfalls in television revenue, much of it from growing ad spending.  Despite worries of a possible double-dip recession, so far companies are not pulling back from their television ad spending plans, demonstrating the resiliency of the medium even when faced with a downturn and the persistent threat of the Internet to steal viewers.

Shazaming for the Brand Brand-e.Biz 08.08.11

Cool mobile discovery outfit Shazam is out to make brand messages ‘Shazamable’. Already the company had partnered with the likes of Old Navy and Starbucks on campaigns, and over the coming months A-listers Honda, Paramount Pictures and Proctor & Gamble will be on board the platform.

Why the Web’s TV Style Ratings Might Not Mean More Ad Buys Ad Age 08.09.11

It’s become an article of faith among digital folks that once online media can be measured apples to apples to TV, big dollars will flow to the web.  But now that Nielsen is set to roll out its long-awaited internet Campaign Ratings — the online equivalent of its industry-standard TV ratings, known as gross ratings points or GRPs — Aug. 15, some are questioning how big that wave of dollars will be, or if it shows up at all.

BRANDED ENTERTAINMENT NEWS

Pepsi Takes Active Role in “X Factor” NYT 08.05.11

“The X Factor,” a British export that will make its United States premiere on Fox on Sept. 21, is the long-awaited competitor to “American Idol.”  Pepsi’s logos will be a regular sight on “The X Factor,” seen on the judges’ drinking cups, in banner ads and elsewhere.  But Pepsi, which is spending up to $60 million for the sponsorship, is also playing an unusually active role in the show itself, and its connection to the show will continue even after the season ends in December.

Audi Continues Hollywood Career with Emmy’s Deal Marketing Daily 08.08.11

Audi has signed on to be the official automotive partner of the Academy of Television Arts & Sciences.  Audi will activate across a number of events leading up to the awards, and on the Sept. 18 broadcast itself at the Nokia Theater at L.A. Live.

Butterfinger Recruits UGC for Rob Lowe Movie Marketing Daily 08.08.11

Nestlé USA’s Butterfinger, which has tapped actor Rob Lowe to direct a 25-minute comedy-horror film geared to building social media buzz, is now recruiting fans to contribute to the project.

SOCIAL MEDIA & TECH NEWS

NYT Launches Beta620, a Site for its Experimental Projects Mashable 08.08.11

The New York Times launched Beta620, a public beta site for its experimental projects, on Sunday. Users can browse through, test out and give feedback on projects on Beta620 — some successful projects may ultimately “graduate” and go live on NYTimes.com.

Invite Your Friends to Google+ with New, Tweetable Link TechCrunch 08.07.11

Google just made it easier for you to invite friends to its new social network, Google+, by providing a short link you can post on the web or share with others over instant messaging.  With the new feature, you have the ability to invite 150 more people to the network.

Augmented Reality Kills the QR Code Star FastCompany 08.04.11

Augmented reality leader Layar just took its system to a whole new level by installing a real-world object recognition protocol that’s a little like Google’s Goggles. In one swoop it may have turned AR apps from intriguing, inspiring, and occasionally useful toys into serious tools for information discovery and, of course, advertising.