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Industry News 05.20.13

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 ModelTM.

May 20th, 2013



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.



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.



IFP selects its 2013 lab participants realscreen 05.15.13 The Independent Filmmaker Project (IFP) has selected 10 docs to take part in its upcoming Independent Filmmaker Labs, including films on a prison escape artist, a combat veteran who becomes a farmer, and a Tibetan art project. The annual year-long fellowship for first-time directors will see the creative teams of each film taking part in three week-long sessions over the year, beginning with the Time Warner Foundation Documentary Completion Lab held in New York City on May 13 to 17. The mentorship program helps the first-time filmmakers through post-production, and focuses exclusively on low-budget features, under $1 million.

Netflix is the Streaming King but Amazon, Hulu Aren’t Doing Bad Either brandchannel 05.15.13 While Amazon, Hulu and grandfather HBO all crow about significant online growth, Netflix continues its lead, accounting for one third of all streaming into North American homes since 2010. A new report from broadband tracker Sandvine finds that Netflix’s share of prime-time “downstream” traffic delivered over fixed networks is 32.3 percent, just a tad off its projected estimate of 33 percent last November. Amazon and HBO have held fairly steady, the former down from 1.75 percent to 1.31 percent, and the latter down from 0.5 percent to 0.34 percent, while Hulu actually gained, up from 1.1 percent to 2.41 percent. 

Meet the Man Who Keeps Netflix Afloat in the Cloud Mashable 05.13.13 With thousands of film and TV titles available, Netflix is a cloud computing giant — and it needs to be, since it makes up one-third of North American Internet traffic during peak hours. Imagine, then, if it were your job to push Netflix into the cloud, working every day to make the service more accessible and efficient for more than 36 million subscribers in 40 countries.



ESPN to Show Highlights on Twitter in Near Real-Time Mashable 05.14.13 Twitter and ESPN’s relationship just got a bit cozier. The sports giant will publish an increasing amount of video highlights on Twitter shortly after they happen live in a bid for more reach and ad dollars, the Wall Street Journal reported Tuesday morning. ESPN will post short, ad-supported video highlights to Twitter from events including World Cup qualifiers, college football and the X-Games. Twitter users will be able to watch those clips via the web or mobile devices, while advertising partners sponsoring the highlights will buy promoted tweets on the social network.

Amazon Hopes to Build Better App Platform with Addition of Amazon Coins brandchannel 05.13.13 For what began as a bookseller,  Amazon has grown into a sizeable and powerful empire, but what’s an empire without its own money? The web retailer has now introduced its own virtual currency, Amazon Coins. To introduce customers to the product, Amazon has dumped 500 coins (worth $5) into the accounts of every new and existing Kindle Fire user for them to use for apps or in-app purchases, TechCrunch reports. 

Disney-ABC Starts Up First-Of-Its-Kind Watch ABC Service Media Daily News 05.12.13 Starting perhaps the most ambitious live digital video service to date, Disney/ABC Television is launching Watch ABC — the first live broadcast network streaming linear service. “Watch ABC,” where viewers and access ABC Network programming live 24/7 on digital devices, will start up May 14 in New York City and Philadelphia as part of a special limited promotion, timed to the ABC upfront television presentation, and free for all viewers in those markets. Disney-ABC also struck an agreement for Watch ABC with the 13 Hearst-owned ABC affiliated stations which will launch in the coming months.



Boston launching citywide ad campaign to bolster sustainability 05.14.13 Boston will debut a citywide advertising campaign this week that uses prominent landmarks and local athletes to encourage residents and businesses to adopt more environmentally sustainable habits, like driving less and recycling more. The effort intends to promote Mayor Thomas M. Menino’s goal of dramatically reducing the city’s greenhouse gas emissions over the coming decades.

Patagonia Ups Environmental Commitment with $20 Million Venture Fund brandchannel 05.14.13 Patagonia, a trailblazer in high-end outdoor apparel and environmental advocacy, is stepping up its corporate responsibility commitment to sustainability with $20 Million and Change, a venture capital fund to invest in startups with innovative solutions involving food, water, energy or waste. “We believe in our company’s long-term vision around the environment and areas we want to make change in,” said Rose Marcario, CEO of the newly created holding company Patagonia Works.

Unilever readies first 100% organic haircare range Marketing Magazine 05.13.13 Unilever is launching a new haircare range under its Timotei brand, which it claims will be the UK’s first mass market 100% organic haircare range. The move comes as Unilever looks to revive flagging sales of its Timotei brand. The product range is called Organic Delight and launches on May 20. The range includes shampoos and condition

Industry News 05.13.13

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 ModelTM.

May 13th, 2013



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.



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.



Zynga Makes Inifinite Runner Games Social With “Running With Friends” Mashable 05.09.13 Chances are by now, you’ve probably heard of Temple Run. The infinite runner-style game has you run through a virtual world level-free, trying to last as long as you possibly can without dying. Highly popular, the original version of the game is currently the 9th most downloaded iOS app of all time, and has spawned an exceptionally popular sequel, as well as several Disney-themed versions.

‘Vogue,’ ‘Wired’ to Launch Online TV Channels This Month Mashable 05.03.13 Conde Nast Entertainment is ramping up its digital video network, launching channels for Vogue and Wired later this month. New weekly shows, including the network’s first scripted series, are also being added to the channels Glamour and GQ debuted in March. The announcements were made at Conde Nast Entertainment’s Newfront presentation Wednesday.

Hulu Adds New Original Shows Mashable 05.02.13 Hulu’s premium video service, Hulu Plus, has doubled its user base in the past 12 months, surpassing 4 million paying subscribers since launching in 2010. Those subscribers, who pay $7.99 each month for Hulu Plus, and non-paying Hulu users will see 11 series and season premieres arrive on Hulu this summer and fall.



Huggies App Sends You a Tweet Whenever Your Kid Pees in His Diaper AdWeek 05.08.13 Today in useless marketing-driven product innovations, we have Huggies TweetPee, a little sensor dreamed up by Ogilvy Brazil that affixes to your baby’s diaper, syncs with an app and tweets at you whenever it detects pee (in the form of a higher humidity level). This will work great for people whose parenting consists of the occasional diaper change in between marathon Twitter sessions.

Regal to let deaf moviegoers see what they’ve been missing LA Times 05.07.13 Raymond Smith Jr. has been trying for nearly two decades to make the movie industry listen to the needs of the deaf and hard of hearing. This month, the senior executive at Regal Entertainment Group will come closer to his goal.

YouTube Leaves TV in the Dust with Strong NewFronts Display brandchannel 05.02.13 In front of a room-full of potential advertisers at the Digital NewFronts, Google Executive Chairman Eric Schmidt declared “the future is now” for YouTube, which recently passed 1 billion unique visitors monthly. While many would have expected Schmidt to purport that YouTube’s content is as good as what’s on TV, he made a simple and very clear statement instead: YouTube content is better than TV.



How The Empire State Building is Redifining Sustainability and Supporting the Economy in New York City National Geographic 05.08.13 There are more than 900,000 buildings in New York City alone. These structures, both historic and contemporary, literally define a city like New York. Landmarks like the Empire State Building draw in thousands of people every day for work and tourism. Yet these structures also place a high demand on our environment and national resources. Across the United States, the operations of existing buildings account for more than 36 percent of total energy use and over 65 percent of electricity consumption. In major cities, such as New York City, commercial and residential buildings consume 75 percent of total energy use.

Ford Sees Future in Self-Driving, but Mass Transit May Be Key brandchannel 05.03.13 Bill Ford Jr. long has been the environmental visionary for Ford Motor Co. and, arguably, one of the “greenest” minds in the global auto business. So it’s no surprise that he has emerged as a leading figure in the rising interest in self-driving automobiles and in the debate over what role they might have in the urban-transportation networks of the future.

Clorox’s Green Works Finds New Voice and Attitude to Combat Greenwashing brandchannel 05.02.13 As Kermit the Frog taught an entire generation, “It’s not easy being green.” Clorox’s Green Works is a case study in the steep learning curve of green branding. The line of environmentally friendly housecleaning products launched in 2008 with an endorsement from the Sierra Club, which helped boost its market penetration and credibility. 



Industry News 05.05.13

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 ModelTM.

May 6th, 2013



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.



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.



Hot Doc ’13: Ondi Timoner talks art and entrepreneurship realscreen 04.29.13 Documentarians must completely re-think their roles as filmmakers, Dig! and We Live In Public director Ondi Timoner (pictured) argued during a keynote presentation at this year’s Hot Docs Canadian International Documentary Festival in Toronto. “We need to think differently about making films before we start shooting and we should be distributing as we go,” the two-time Sundance-winner told a packed house on Monday morning (April 29). “You can reach one billion people but we need to find our audiences where they live, which is on their devices.”

Online Video Rivals TV For Viewers Media Post Publications 04.29.13 Casting the industry’s NewFront efforts in a brighter light, new research shows that consumer ad receptivity when watching original professional online video (OPOV) is now indistinguishable from receptivity rates during prime-time TV. Better yet, consumers cite the Web’s wide variety of programming and flexible screening times as preferable aspects of OPOV over TV viewing, according to a new report from the Interactive Advertising Bureau and research partner Gfk.

Online Experience Drives Tourney Participation At Delaware Sports Complex Media Post Blogs 04.26.13 Near the shores of Rehoboth Beach, Del., stands a premier destination for traveling youth baseball and softball teams. The 95-acre facility at Sports at the Beach features 16 fields, 30 batting cages and dormitory accommodations for visiting teams. From March to November, ball clubs from all over the East Coast descend upon its bluegrass-sod fields to participate in weekend and week-long tournaments.


ABC News Social Soundtracker Dubiously App-ifies The Laugh Track Media Post Blogs 04.29.13 I kid because I love. ABC News began experimenting this weekend with a new Web app called Social Soundtracker that registers and even verbalizes group response to a live broadcast. The event-based program launched with this weekend’s Washington Correspondents Dinner, but will be hosting social TV responses every morning on GMA as well as upcoming Presidential addresses.

Disruptions: Brain Computer Interfaces Inch Closer to Mainstream Bits New York Times Blog 04.28.13 Last week, engineers sniffing around the programming code for Google Glass found hidden examples of ways that people might interact with the wearable computers without having to say a word. Among them, a user could nod to turn the glasses on or off. A single wink might tell the glasses to take a picture.

Mobile Soars, But Future Appears Multiscreen Online Media Daily 04.26.13 It’s a mobile, social and visual media world and marketers better adapt or risk losing customers and sales. Of all the takeaways at Media Kitchen’s Digital Media Venture Capital Conference in New York Thursday, that one seemed paramount. Business Insider CEO Henry Blodget noted that for the first time in 30-plus years, the PC market is now shrinking. “That’s a profound change,” he told conference attendees. Mobile usage is soaring and “cannibalizing everybody,” referring to other media channels.



Vivienne Westwood to design new uniforms for Virgin Atlantic LA Times 05.02.13 Virgin Atlantic Airways has tapped fashion designer Vivienne Westwood to redesign its uniforms the airline announced Thursday. The partnership between the two British brands will result in newly designed — and eco-friendly — uniforms for about 7,500 employees, including pilots, cabin crew and ground crew.

CEOs Talk Sustainability at Fortune’s Brainstorm Green Conference brandchannel 05.01.13 Three heavyweights of American industrialism were among those who spoke at a Fortune’s Brainstorm Green conference, and they had a lot to say about what they’re doing to make their companies more sustainable. GM CEO Dan Akerson, Procter & Gamble CEO Bob McDonald, and General Mills CEO Kendall Powell each held forth at the sustainability-focused confab.

Nike’s LAUNCH Seeks Out Sustainability in Latest Call for Innovation brandchannel 04.26.13 As part of its “Better World” corporate citizenship commitment, Nike is working with some of America’s brightest governmental minds on an initiative to create more sustainable materials.  Founded in 2010, LAUNCH is a strategic collaboration between NASA, the US Agency for International Development (USAID), the US State Department and Nike to seek out visionaries whose ideas and technologies can create a more sustainable world.

Industry News 04.29.13

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 ModelTM.

April 29th, 2013



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.



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.



In Web Series, Lincoln Says Hello To Vimeo Marketing Daily 04.24.13 Lincoln Motor is aligning its “Hello, Again” campaign to a curated Web content series via video content network Vimeo’s new “Brand Creative Fund.” The platform, in which Lincoln is the first to participate, is intended as a platform for branded video content developed by Vimeo’s network of member producers and funded by the automaker.

Netflix, Hulu Views Rise With Affluent Consumers Online Media Daily 04.19.13 From subscription media to shoes, it’s no surprise that wealthier consumers have more of everything. As new research shows, however, income only tells part of the story when it comes to subscribers of Netflix, Hulu Plus, Amazon Prime, and similar online services.For one, consumers living in U.S. households with incomes of $50,000 to $100,000 are more likely to pay for premium media (43%) than those living in homes with incomes of over $100,000 (37%), according to Nielsen.

Oxfam launches crowdsourced Coldplay film brand e biz 04.19.13 Oxfam has launched its crowdsourced Coldplay video featuring the band’s acoustic version of the track In My Place with footage and images submitted by consumers from 55 countries to raise awareness of land grabbing practices. The film shows people moving something favourite, personal or familiar from their home to somewhere it doesn’t belong.



Order Pizza on Your Xbox 360 With the New Pizza Hut App Mashable 04.23.13 Pizza Hut is launching an app for Xbox Live, letting users order a pizza through their Xbox 360. Once you’ve linked your Xbox Live account with a Pizza Hut account, and chosen the nearest pizza parlor, orders can be made using the game controller, voice input or Kinect gestures. And for those looking to combine ingredients for that perfect pizza, custom orders are also available.

Starcom MediaVest, Twitter Reach Upfront TV Data Deal Media Daily News 04.22.13 The upfront concept continues to expand. With the NewFronts moving into year two, Twitter has reached a first upfront deal with Starcom MediaVest Group (SMG), which covers both inventory and data access. SMG gains preferred opportunities with Twitter ad products, such as promoted tweets, accounts and trends (and possibly others in development).

Twitter Makes Its Second-Screen Moves With BBC America Media Post Publications 04.22.13 How do you cut a deal in 140 characters or less? BBC America did exactly that late last week by announcing its partnership with Twitter via a tweet: “@Twitter and @BBCAmerica, home of #DoctorWho & #TopGear, ink deal to offer 1st in-Tweet branded video synced to entertainment TV series.”



Coca-Cola Lands Deal with Chicago for Branded Recycling Containers brandchannel 04.23.13 Chicagoans are about to get an imagery overdose of Coke-owned products on an odd location: recycling can lids. In a timely bit of news for Earth Day the week, the Coca-Cola Foundation has agreed to grant $2.59 million to the city of Chicago to provide 50,000 blue recycling carts so that the city’s houses and smaller apartment buildings have access to recycling, the Chicago Tribune reports.

Earth Day 2013: Brands Shine Spotlight on Green Initiatives brandchannel 04.22.12 As brands around the world celebrate Earth Day, it is becoming more apparent that creative, effective marketing will be a vital factor in the adoption of green consumer products and practices. Years have passed since terms like “green” and “sustainability” became part of the lexicon, but little has changed when it comes to consumer behavior that effects the environment. Joel Makower, author and chairman of GreenBiz Group blames ”half-hearted, humorless and uninspired,” marketing efforts that push “underwhelming, overpriced, inconvenient, ineffective or unavailable,” green products.

Is It Up To Marketers To Save The Earth? Media Post Publications 04.22.13 Today is Earth Day, an event that began as a “teach-in” in 1970 and now is purportedly celebrated by upwards of one billion people in 192 countries around the globe and is the occasion for all sorts of enterprising media packages telling us everything from how sports stadiums like Philly’s Franklin Field are learning to “hold the carbon-emitting negativity” to Canon Marketing in Taiwan inviting employees and others to a tree-planting event to what cheap compost bins to buy for our own patches of suburbia.

Industry News 04.22.13

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 ModelTM.

April 22nd, 2013



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 beginning the week of April 15.



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.



Bourdain on setting “Reservations” aside for “Parts Unknown” realscreen 04.17.13 When realscreen rang up Anthony Bourdain in New York City, the grizzled chef-turned-TV personality was due to jet to the Democratic Republic of the Congo to tape an episode of his CNN travel series, Anthony Bourdain Parts Unknown. Shooting in the war-ravaged Central African nation would have been a logistically difficult feat for No Reservations, the globetrotting food series he hosted on Travel Channel for eight seasons. CNN, on the other hand, specializes in the unstable.

IE Powers ‘Hunger Games’ Online Exploration Marketing Daily 04.15.13 Movie sequels are intended to be bigger, better and more engaging than their predecessors. And so are their marketing campaigns. For the launch of its November release, “The Hunger Games: Catching Fire” (a sequel to last year’s “The Hunger Games”), Lionsgate entertainment has teamed once again with Microsoft’s Internet Explorer to set up an online destination for fans to find out not only about the movie, but also what other people are saying about it.  

Netflix ‘Most Watched’ Cable Network In Viewing Time Per Day Media Daily News 04.11.13 By one measure, Netflix could equate to being the biggest U.S. cable TV network — in terms of viewing time per day, per its subscriber universe. Following up on his July 2012 estimate, Richard Greenfield, media analyst for BTIG Research, says the subscription video-on-demand service in the first quarter of this year has streamed some 87 minutes of video per subscriber per day. This is up from 79 minutes of streaming video per subscriber per day in June of 2012.



Video Most Popular Medium For Mobile Phone Brand Information Online Media Daily 04.16.13 Digital ads and search engines influence consumer buying habits, but videos appear to offer the most support for consumers researching to buy a mobile phone. Some 79% of shoppers who saw an online video ad looked up the cell phone advertiser for more information. The Wireless Shopper Study from Google and Compete analyzes wireless consumer online shopping habits and activities to understand buying and search patterns.

Digital Content Creators Gear Up for Newfronts brandchannel 04.12.13 When this year’s Digital Content Newfronts start on April 29th in New York City, 18 distributors will be attending, a 200 percent increase over last year, along with scores of advertisers looking to online as a cost-effective content cornucopia. The first DCNFs last year featured flashy sales pitches, stars like Jay-Z and giveaways—a car from AOL’s Tim Armstrong. But more importantly, real deals got done to the tune of hundreds of millions of dollars in the inaugural event whose objective was to woo a bigger slice of marketing dollars from TV to online video and digital content hubs.

Nike Sells Shoes Via Virtual Reality brandchannel 04.11.13 When people buy shoes, they generally want to take a look at the actual product and put them on their actual feet, but Nike is trying something new that may have folks at least asking for the shoe before ever seeing the real deal. Nike is using holographs in three different areas of Amsterdam to generate interest in its new Nike Free 5.0 running shoes. Welcome to the future of marketing. Who needs reality?



Unilever’s sustainability program saves $395M since 2008 Green Biz 04.18.13 Unilever has cut more than 1 million tons of CO2 from its manufacturing and logistics operations since 2008, the company announced this week. Manufacturing activities provided the bulk of the savings, shedding 838,000 tons of CO2, while improving the efficiency of its logistics operations helped Unilever cut emissions by a further 211,000 tons since its 2008 baseline. 

Study shows boost in international climate change policies Blue and Green Tomorrow 04.16.13 The new report ‘The Policy Climate’ has put together 30 years of evidence from five key economies, China, EU, US, Brazil and India – which combined, contains more than 50% of the worlds population, accounting for almost two-thirds of global greenhouse gas emissions. The report by the Climate Policy Initiative, a US-based analysis and advisory organisation founded by Thomas C. Heller and funded by George Soros, has found that despite the slow pace of international climate negotiations, the past decade has experienced a significant growth in climate policies and negotiations.

New Guidelines to Help Companies Report on Sustainability Issues Bloomberg 04.16.13 Sustainability initiatives assuage the conscience of executives and honor the appeals of NGOs. It’s no wonder that feel-good business improvements are plentiful in most large companies. The trouble is, as these programs mature, managers are finding that the easiest projects have already been identified. What’s more, first-generation initiatives might not address unsustainable practices at the core of a business. A financial institution can reduce its carbon emissions by renting space in a green building, for example, or encourage employees to recycle, or compost cafeteria leftovers, but it’s all still irrelevant to the managing market risk faced by investors.