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 20th, 2013

BRANDED ENTERTAINMENT

Ad of the Day: Hot Wheels AdWeek 05.13.13 How much Hot Wheels fantasy can you stand? For the past couple of years, the Mattel-owned brand has focused on appealing to older kids (and maybe a few nostalgic geezers) who are still boys at heart. That’s meant building real-life versions of Hot Wheels toys as staging grounds for totally insane, and sometimes record-breaking, automotive stunts—like near-vertical drops,upside-down driving, and corkscrew jumps.

How to Attract Eyeballs to Branded Content AdWeek 05.13.13 Web publishers and big brands are starting to feel the pull of Gravity. The four-year-old Web personalization tech firm, founded by former Myspace COO Amit Kapur, helps publishers surface more relevant content to their users based on a wealth of data. Since opening its platform to publishers via an API in February, Gravity has been adopted by 50-plus sites, including TechCrunch, Sporting News and Wetpaint. And more recently, Gravity has started helping brands like Gap, McDonald’s and Tide to attract more eyeballs to branded content.

A Top Linkedin Exec on Why Content Marketing Matter More than Ever Fast Company 05.10.13 In the past few years, there’s been a real transformation in the way people consume information and communicate. Fueled by the mass adoption of social platforms, this transformation in consumer behavior demands that the ways we market also evolve. This is especially true in business-to-business where brands compete in a content-flooded environment with countless information sources to capture buyers’ attention.

ADVERTISING

ABC to Test Expanding Nielsen Ratings to Mobile AdAge 05.14.13 ABC will begin measuring advertising in videos viewed with mobile and tablet apps during a trial run with Nielsen, the network said at its upfront presentation to ad buyers Tuesday afternoon. It will be the first test expanding Nielsen’s Online Campaign Ratings to mobile, allowing ABC to measure audience demographics and understand the reach and frequency of online campaigns within apps, according to executives. Nielsen’s online ratings currently include video viewed on computer and tablet browsers.

Facebook ‘Partner Categories’ Boosts Ad Engagement Online Media Daily 05.13.13 Facebook in April debuted a new targeting feature dubbed partner categories that uses members’ online purchasing histories and location to tailor ads. The self-serve ad option allows marketers to target ads across some 500 specific audience segments using third-party data from providers including Acxiom, Epsilon and Datalogix.

13 Timeless Lessons from the Father of Advertising Copy Blogger 05.10.13 In 1962, Time magazine called David Ogilvy “the most sought-after wizard in today’s advertising industry.” In his years as an advertising executive and copywriter, Ogilvy created some of the world’s most successful and iconic marketing campaigns, including the legendary Man in the Hathaway Shirt, plus notable efforts for Schwepps, Rolls Royce, and the island of Puerto Rico among many others.

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.

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 6th, 2013

BRANDED ENTERTAINMENT

Budweiser Creates Social Beer Cup Digiday 05.01.13 Looks like Heineken’s “smart” beer bottle has some competition when it comes to interactive beer bottle designs. Budweiser Brasil is making drinking even more social with its new “Buddy Cup.” With the help of Agencia Africa in partnership with Bolha, a digital innovation studio in Sao Paulo, the beer brand has created a special beer cup that instantly makes people Facebook friends when they clink their glasses in real life. The cups have special chips in them that connect to Facebook.

IBM’s Research Team Breaks Film Record with Millions of Atoms brandchannel 05.01.13 IBM’s A Boy And His Atom now holds the Guinness World Record for the World’s Smallest Stop-Motion Film. The film is a byproduct of IBM’s acumen in moving atoms, key to research in the fields of atomic memory and data storage at the core of their broad suite of products and services. The story is about a boy—who is 1/25,000,000 of an inch big—and his friendship with a wayward atom. 

Brands Find Inspiration and New Partnerships in Creative Cinema brandchannel 04.29.13 Canon is giving the public a chance to direct in “Project Imaginat10n.” Helmed by Ron Howard and daughter Bryce Dallas Howard, filmmakers of all skill levels can join five celebrity directors—Eva Longoria, Jamie Foxx, Biz Stone, Georgina Chapman and James Murphy—in directing short films inspired by 91 Project Imaginat10n winning photographs.

Telemundo Teams w/T-Mobile & Toyota on Pasion Prohibida Broadway World 04.29.13 Telemundo Media announced today two major branded entertainment agreements with T-Mobile and Toyota for its hit telenovela PASIÓN PROHIBIDA. Both partnerships continue to build on the creative legacy between the two marketers and Telemundo Media, who once again will break new ground to deliver their messaging through innovation around telenovelas by bringing the novela characters into the branded entertainment multiplatform campaigns. Both efforts were developed by Conill, the advertising and media agency partner for T-Mobile and Toyota.

ADVERTISING

Microsoft Ad Turns Forbes Print Magazines Into T-Mobile WiFi Hotspots AdWeek 4.30.13 Microsoft stuffed a functional WiFi router into a limited number of the most recent issue of Forbes, perhaps inspired by Entertainment Weekly’s use of tiny LCD screens in one of its print issues last year. Microsoft’s ad, which is for Office 365, is a T-Mobile wireless router that provides 15 days of free WiFi with a two- to three-hour battery charge. Wasteful? Sure. Needlessly expensive and complicated? Totally. But it’s also the coolest thing Microsoft has done in a while. Same goes for Forbes—well, along with giving NAH’s newest album a thumbs-up. Via PSFK.

Twitter ads now available for all U.S. users C Net 04.30.13 Twitter on Tuesday opened up advertising on its site to all businesses and individuals, giving the company another avenue for generating money. Twitter has allowed organizations to pay for promoted tweets and promoted accounts since last March, but it was on an invite-only basis. It now has given everyone access to its self-service advertising platform, Kevin Weil, Twitter senior director of product for revenue, said Tuesday at the TechCrunch Disrupt conference in New York.

Cinema Advertising Gets Interactive, Mobile Digital Outsider 04.26.13 The two dominant cinema advertising networks in the U.S. are muscling up with new digital offerings, including mobile channels and lobby assets. Not coincidentally, all the excitement comes as they woo advertisers with upfront presentations touting the benefits of sight, sound and motion on the big screen, as well as their new digital channels.

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.

April 29^th, 2013

BRANDED ENTERTAINMENT

See Jaguar’s 12-Minute Film Starring ‘Homeland’ Actor Damian Lewis AdAge 04.24.13 Jaguar has premiered the full 12-and-a-half minutes of “Desire,” the film starring “Homeland” actor Damian Lewis that the automaker began promoting last fall ahead of the launch of its first new sports car in 50 years. As we reported in November, when teasers were released, the film was created by The Brooklyn Brothers in London and RSA Films, and was shot in Chile’s Atacama desert. Singer Lana Del Rey has also released a specially commissioned song, “Burning Desire,” to go with the film.

Mini launches branded entertainment series for the Paceman Product Placement News 04.23.13 Mini will be launching a series of short-form documentaries which will be screened on Foxtel’s Studio channel. The branded entertainment campaign coincides with the launch of the brand’s Mini Paceman, a new compact SUV model. The campaign was created by Vizeum and Badjar Ogilvy. It will feature billboards, containing artists’ interpretations of the Paceman campaign and it will also be supported by television and digital campaigns.

Cap’n Crunch Gets YouTube Late-Night Talk Show brandchannel 04.23.13 Cap’n Crunch is looking for a comeback and placing bets on social media — and a touch of nostalgia — to make it happen. The cereal brand is launching an online late-night talk show for its beloved animated character, hoping to rev up its loyal fan base that loved the product in their childhood. The new online animated series called “The Cap’n Crunch Show” will feature nine episodes throughout the spring and summer on its YouTube channel. Just like other late-night shows, it will air at 11:35 p.m. ET/PT and is aimed at an adult audience. A new episode is available every other Tuesday, starting May 7.

ADVERTISING

Fast Company puts twist on advertiser’s content Crains New York 04.24.13 The fast-growing trend of content marketing—in which publishers turn over editorial space to marketers—is taking a new turn with a content partnership between a Fast Company website and the advertising and marketing agency Ogilvy & Mather. Starting next week, Ogilvy will have its own micro-site connected to the business magazine’s stand-alone website, Co.create, which focuses on entertainment, technology and marketing.

Latin Actor ‘Seduces’ In Bilingual Pepsi Next Videos Marketing Daily 04.22.13 Pepsi Next has tapped Latin actor/heartthrob William Levy to star in humorous videos in English and Spanish. Levy, a star among Spanish-speaking audiences worldwide through soap operas, reality TV and other work, has also gained visibility with the English-speaking audience through “Dancing With the Stars” and a Jennifer Lopez music video, and is scheduled to appear in an upcoming Tyler Perry movie.

Check Out This Ridiculously Long Ad Running on Indian TV AdAge 04.19.13 Bollywood movies are famous for being ridiculously long, but now, a TV commercial out of India is vying to earn the same reputation. Ogilvy & Mather India has created a spot for television provider Tata Sky — part of Indian mega-conglomerate Tata Group — that clocks in at a whopping three-and-a-half-minutes.

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.

April 22nd, 2013

BRANDED ENTERTAINMENT

Unilever launches first Magnum branded mobile game Marketing Week 04.16.13 The latest version of ice-cream brand’s gaming series launches today (16 April) to promote its limited edition ‘Five Kisses’ range inspired by the French patisserie. Players control brand ambassador Pleasure Seeker Princess as they navigate their way through five levels to rescue the Prince who has been kidnapped by the Bad Girls. It features an in-game Twitter service for sourcing tips as well as incorporating makeup brand Make Up Forever through branded collectibles.

Dodge Partners with Syfy Series to Reel In Distracted Millennials brandchannel 04.15.13 Syfy and Dodge are taking TV and gaming to new bandwidth with an exclusive dual-screen brand partnership. The branded entertainment will tie together Syfy’s new series Defiance and Dodge’s auto lineup. Dodge’s Charger and Dart are featured in the television show debuting April 15 while the Dodge Challenger stars in the online video game which launched April 2 on PS3, Xbox and PCs.

HTC Tries Branded Entertainment to Promote ‘Facebook Phone’ brandchannel 04.12.13 Ahead of its April 19 release date, the HTC One is making its debut Friday in a series of branded entertainment videos for the “Facebook Phone,” which features the fully-integrated Facebook Home app for a social experience like no other. Seizing the growing value of branded entertainment, Turner Broadcasting and Funny Or Die have partnered with HTC on a short-form comedy sketch featuring James Van Der Beek (Dawson’s Creek and Varsity Blues fame) to promote the HTC One across TBS, Adult Swim and truTV as well as Conan O’Brien’s TeamCoco.com beginning the week of April 15.

ADVERTISING 

How Google Creative Lab Links Product to Stellar Storytelling AdAge 04.18.13 How does Google manage to do some of the most creative advertising around? Robert Wong, chief creative officer at Google Creative Lab, the internal agency responsible for most of Google’s product marketing, told attendees at the Advertising Age Digital Conference Wednesday that it’s a combination of understanding the company’s own culture and story, and then demonstrating the product in the most empathetic way possible.

Dove Hires Criminal Sketch Artist to Draw Women as They See Themselves and as Others See Them AdWeek 04.16.13 Gil Zamora is an FBI-trained forensics artist with over 3,000 criminal sketches under his belt. Dove and Ogilvy Toronto hired him to interview and draw seven different women—two sketches of each. The first sketch was based on each woman’s personal description of herself. The second was based on a description provided by a stranger the woman had just met. Of course, the differences are vast. Watching these women come face to face with the version of themselves in their mind and the version everyone else sees is extraordinary.

Smart TVs, Smart Advertisers Marketing Daily 04.16.13 At consumer electronics events globally, much attention is being paid to the launch of “Ultra HD” televisions. Yet the real news for advertisers is coming from introductions of smart TVs, like Samsung’s “Smart Hub,” that not only allow apps to be used when watching television, but provide improved gesture and voice interactivity — you can point with your finger or use your voice to search for content or change channels. 

Gangnam Style marketing Marketing Week 04.11.13 Whether it is the Harlem Shake, Gangnam Style, Fenton the dog or Success Kid, internet memes by their nature have captured the imagination of audiences worldwide. As fast-growing and eminently shareable sources of entertainment, brands have seen the advantage of capitalising on these ready-made cultural phenomena.