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.

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 15^th, 2013

BRANDED ENTERTAINMENT

Content Marketing: It’s Not About Shock, but Good Storytelling Ad Age 04.09.13 Want your message to cut through the noise? You have to be doing content marketing — and doing it right. Content marketing is not a shallow advertisement, a blatant self-promotion or an attempt to trick readers. First and foremost, it has to be about great content. It’s writing a story that people want to e-mail a friend, or unearthing a fascinating piece of information buried in an organization’s little-read white paper. It’s a stunning infographic that breaks down a complex idea or drives home a jaw-dropping statistic that your organization happens to know. It’s a video interview featuring an expert who gives honest answers to interesting questions.

Pepsi Continues to Bask in Branded Content Glory with Top YouTube Views brandchannel 04.08.13 Pepsi took YouTube by storm last month according to Google’s YouTube Ads leaderboard. The brand is benefitting from its latest viral branded content hit “Test Drive”, which has over 33 million views. The video, which is the brand’s second attempt on a spoof video, garnered more plays than any of 2012′s leaderboard ads, earning 13 million more views than 2012′s top performer, Nike’s “My Time Is Now.”

Sponsors Now Pay for Online Articles, Not Just Ads NY Times 04.07.13 Articles in a series on Mashable.com called “What’s Inside” looked for all the world like the hundreds of other articles on the digital media site. But journalistically, they were something very different. The articles, about technology topics in a wide variety of products, including modems and the Hubble Space Telescope, were paid for by Snapdragon, a brand of processor chip made by Qualcomm, and the sponsor of the series. Most were even written by Mashable editorial employees.

ADVERTISING

Ad of the Day: Holiday Inn Express Ad Week 04.09.13 Holiday Inn Express may not have stayed smart, but it is trying to get smart again. The brand is reviving its popular, long-running “Stay Smart” message with two new spots from Ogilvy & Mather, which won the business last year. The original campaign, which featured commercials ending in the line “But I did stay at a Holiday Inn Express last night,” ran for 11 years, starting in 1998, and was originally created by Fallon.

The Rebirth Of Dynamic Interactive Rich Media Advertising Marketing Daily 04.09.13 In April 2010, Steve Jobs wrote a blog post called “Thoughts on Flash.” Almost three years later, his words could not have more relevance.  In his post, Jobs details the limitations of Adobe Flash technology when it comes to developing video content for the Web. He notes obstacles that range from compliance with open Web standards to poor performance, to incompatibility with today’s mobile touch devices.

Survey: Online Video Advertising Dominates Local TV Stations’ Online Tune-In Campaigns Video Nuze 04.04.13 A new survey of local TV stations by video marketing platform provider Mixpo has found that between 58%-70% of local TV stations’ online tune-in campaign budgets (depending on market size) are allocated to online video ads. Fully 85% of local stations intend to use online video advertising for tune-in campaigns in 2013.

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 8^th, 2013

BRANDED ENTERTAINMENT

Perrier celebrates 150 years with Perrier Secret Place digital experience The Drum 04.04.13 Perrier sparkling natural mineral water has unveiled a digital experience to allow the public to participate in a ‘secret party’ in Paris through the eyes of 60 different mysterious characters. Created by Ogilvy & Mather Paris, the campaign also invites visitors to enter a sweepstakes for a chance to win an invitation to one of five of the wildest parties across the globe.

Axe saves Face With Skincare Line as Brand Gets Ready to Head to Space brandchannel 04.03.13 The idea of launching the Axe Face Line with a Facebook promotion obviously was too literal. So the Unilever brand is launching its new line of facial-care products instead with a “Facescore” campaign on Tumblr as a social face-off, supported by ads running on various media websites — and, of course, a presence on Facebook too. In doing so, Axe is entering a segment of the men’s care business of the first time — a more challenging territory than when it had a fairly singular focus on helping young guys simply smell great so they could attract hordes of women.

Is New Wes Anderson for Prada Short Film Wes Anderson Enough? brandchannel 04.02.13 Branded content is the hot new thing. Prada is the latest to the game with a short film directed by indie darling Wes Anderson and starring French actress Léa Seydoux. Anderson is best known for charming films filled with twee sensibilities such as Rushmore, The Life Aquatic, Moonrise Kingdom and The Royal Tenenbaums. But Anderson is actually an old branded content auteur.

ADVERTISING

Solixir Energy Drinks In ‘Working Dead’ Campaign Marketing Daily 04.03.13 Solixir, an energy-drink brand positioned as an “all-natural, healthy” functional beverage/dietary supplement, has launched a full-out marketing push in the heart of Chicago, with a campaign dubbed “The Working Dead.” The zombie-spoof campaign (“Fighting the Working Dead One Can at a Time”) spans “advertising dominations” in Chicago’s rapid transit system or “L,” deployment of Working Dead zombies, street teams working the Loop business district, and social media activations.

Facebook Highlights Ad Performance In Ads Manager Tools Online Media Daily 04.02.13 Facebook on Tuesday said it has updated its Ads Manager tool to let advertisers more easily see how campaigns are performing against specific goals and assess ROI. When marketers create their ads in the ad create tool, they can choose from the following advertising goals: get more Page Likes, promote Page posts, get new users, increase app engagement and increase attendance for Facebook events. The Ads Manager will then display the actions — such as Page Likes — that an advertiser cares most about more prominently in their campaign summary page and calculate the cost per Page Like for their ads.

New Mobile Ad Units Will Speak To Consumers, Literally Online Media Daily 04.01.13 If a picture is worth a thousand words, what’s the value of a voice? That’s what Madison Avenue is about to find out as one of the biggest developers of voice and language translation technologies releases a new mobile advertising format enabling brands to literally talk one-on-one with consumers. The format, dubbed Voice Ads, is being rolled out by Nuance Communications, the same company that powers natural language voice programming for Google Voice and Apple’s Siri, and it’s already looking at applications for other media, including out-of-home and television.

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Can’t make it to Cannes for MIPTV this year? Stay abreast of key conferences, events, exclusive interviews and more, via our official Live coverage. The action kicks April 6 (MIPDoc & MIPFormats) & April 8 (MIPTV & MIPCube). Here’s how to follow it all!

1. MIPBlog : All you need to know about MIPTV, MIPCube, MIPDoc, MIPFormats, as it happens, is on MIPBlog: conference reports, key updates, and interviews (notably of the show’s biggest stars:  Gene Simmons or Famke Janssen to name just two)

2. Twitter: Follow @mip for official show tweets, including conference livetweets; and interact with delegates via the #MIPTV, #MIPCube, #MIPDoc and #MIPFormats hashtags

3. YouTube: MIPTV’s YouTube channel will be home to full conference videos, with one particular highlight: the Felix Baumgartner/Red Bull Stratos session will be available in full, from Tuesday evening. But only for two days, until the end of MIPTV!

4. Mymip app: The brand new (free) MIP Markets app features all of the above; but also the full list of companies participating in MIPTV, schedules and much more! Click here to download the app.