Tag Archives: sony

TWEED Video of the Week: Britney’s Product Placement

In her newly released four-and-a-half-minute music video, Britney Spears features her own personal fragrance Radiance, Make Up Forever eye-shadow, Sony electronics, and the dating website PlentyOfFish.com which was said to be the only paid placement.

According to a New York Times article, “Plentyoffish.com, has made a name for itself by engaging in one of the more traditional forms of branded entertainment: paying to have itself placed in scenes in music videos.

“With revenue from record sales declining, bands, singers and other artists can make money by integrating products into their performances.” However, “the line between what is the right amount of brand integration and what is too much is a fine one.”  Take a look at “Hold it Against Me” and let us know what you think.

What Does 3D Mean for Advertisers?

A few weeks ago, I took a tour of Ogilvy’s Digital Lab, home of two 3D televisions. As a friend and I sat there critiquing their quality, our esteemed tour guide and Ogilvy’s Associate Director of Digital Innovation John Boese told us that the Consumer Electronics Association is predicting that 25% of TVs sold in the US in 2013 will be 3D enabled.

Wait…so this isn’t a gimmick?

Take a look at the following for proof and decide for yourself.

1)    Sony, Panasonic, LG, Toshiba and Samsung have all launched 3D televisions, with JVC’s still in development phase.
2)    March Madness, the NBA Finals, the Winter Olympics, the Masters, and the FIFA World Cup were all shown partly in 3D.
3)    This year 33 percent of box office earnings are from 3D movies, according to the trade group International 3D Society.
4)    A recent report by Informa predicted that just 8.7 million U.S. households will be active 3D TV viewers by the end of 2015, about 7 percent of the U.S. market.

So what can marketers do to stay ahead of the curve?

“Marketers can use 3D in a variety of ways today: ads during 3D TV programs, ads that run in the cinema before 3D movies start, brand integration into 3D content (movies, TV shows, video games), and 3D digital out-of-home signage. However, before jumping in marketers need to think about the goals of their campaign, their target market, and why 3D specifically should be used to reach these goals,” says John.

To reiterate, understand that 3D technology isn’t for everybody. In its current state, 3D advertising is best suited for brands who focus on design, innovation, or whose target is early adopters. What will these efforts look like? Here are some recent examples…

1)    Jay Jays, an Australian youth fashion retailer, has created a 3D dance-off video catalogue in order to showcase their clothing.  For those without glasses, Jay Jays is giving away pairs for free in their stores.
2)    Dell’s high-end PC brand is launching a branded series of videos on Break Media’s 3D channel – with more to come as Break works to differentiate itself in the space.
3)    Classic films such as Star Wars and Lord of the Rings are being re-marketed in 3D, revitalizing the content, making it relevant once again.

These examples are just the beginning in the 3D future ahead. Although the technology may not be applicable to the masses yet, it’s definitely something that brands need to get familiar with – especially when the glasses-free models roll out.

Sony Bets Big on 3D at CES

Live from the Sony Booth at CES, President of Sony Electronics, Stan Glasgow, speaks about Sony’s plan to launch 3D television sets by mid 2010. Sony is showing nine different big- screen TV models and sizes, all 3D capable at this year’s conference.

For those of you who didn’t know, the recent blockbuster hit, Avatar, was shot with Sony 3D equipment and viewed from Sony projectors.

To hear more this technology and other products Sony showcased at CES, check out the video below:

And, If you haven’t heard, this year, ESPN is unveiling its own 3D network (the first in the industry)! “ESPN 3D will showcase a minimum of 85 live sporting events during its first year, beginning June 11 with the first 2010 FIFA World Cup match, featuring South Africa versus Mexico,” ESPN and ABC Sports president George Bodenheimer announced.

Along with the Summer X-Games and other basketball and football games, the 2011 BCS National Championship Game will also be aired in 3D. So, for everyone who is watching tonight’s BCS Championship in normal HD, imagine this: next year, when you are watching the winning touchdown, it will be in 3D!

Sony’s Mobile Movie – On Two Screens? It’s called “Pair Movie.”

Have you ever shared a headphone with your buddy on the train or while standing in a really long line? A few nodding heads to each other acknowledging it was a “good” song…but eventually you get in the doldrums of your friend’s playlist and *poof* you take your own iPod out to listen to the “better stuff.” The concept of “sharing” goes kaput.

Sony took sharing to highest of all levels (perhaps for now) in Japan and promoted pop star JuJu’s song “Sunao Ni Naretara” (Wish I Could be True to Myself) via the mobile music video “Pair Movie.” Sony has asked teen and young women to share the video in half, literally – like cutting a television into two so one gets the right side and the other gets the left.



The video was split up across 5 episodes and can be downloaded for free from www.sonymusic.co.jp/drama/juju. Visitors can download the video by taking a picture of a QR code or directly from the mobile site.



Some quick stats:
•    Played 320,000 during the first month
•    2.2M+ downloads to date
•    Over 150,000 copies of the song were sold
•    “Sunao Ni Naretera” become JuJu’s biggest hit

And speaking of QR codes, I’d like to end this post with yet another Japanese realization of just how much potential QR codes have:

Louis Vuitton’s Takashi Murakami QR Codes




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