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.
June 24th, 2013
Danny MacAskill Lives Out Childhood Fantasies in Wonderful Red Bull Video AdWeek 06.20.13 This seven-minute Red Bull video cements Scottish cyclist Danny MacAskill’s standing as a badass brand spokes-man. It took 68 weeks over a two-year period to shoot this mix of fantasy, memory and dazzling bicycle stunts. A former museum in Glasgow was transformed into a Land of the Giants-style version of MacAskill’s childhood bedroom, cluttered with outsized rubber balls, playing cards, colored pencils, comic books, a Rubik’s Cube, a Twister game, alphabet blocks, a race-car loop-de-loop track and even a toy-train-and-station set.
Burberry Teams with Google for New Interactive Kisses Campaign brandchannel 06.19.13 As luxury brands look to get a better hold on digital-savvy consumers, Burberry has teamed up with Google’s Art, Copy & Code to reimagine beauty advertising. The interactive ad, dubbed Burberry Kisses, invites users to send a virtual kiss-sealed letter to someone special. Users take a photo of their pout via the camera on their computer, tablet or mobile device, then add one of five Burberry lipstick colors, write a short note and send via email. The website show’s a map that follows the kiss’ journey and uses street and landmark imagery.
Jay-Z, Samsung Team Up for Deal to Cross-Promote New Album, Smartphone brandchannel 06.17.13 Jay-Z has already sold one million copies of his yet-to-be-released new album,Magna Carta Holy Grail, which isn’t available to the public until July 7th. The canny entrepreneur has spun a deal with Samsung so that the first million owners of Samsung’s Galaxy S3, Galaxy S4 and Galaxy Note 2 can download the free Magna Carta app from the Google Play store, which will give them exclusive access to the new album for free starting July 4th. The unique pair-up was announced during a commercial break at game 5 of the NBA Finals that included a player watching the announcement video in real-time on his Samsung device.
Shelly Lazarus on Bundling, Brands and Her ‘Random’ Career AdAge 06.18.13 With her immaculately coiffed gray hair, matching gray skirt, blue jacket and white blouse, Shelly Lazarus presents herself as a very focused and resolute woman. So it was hard to fathom that the poised and elegant chairwoman emeritus of Ogilvy & Mather at one time didn’t have an inkling of what she wanted to do with her life.
Ogilvy Brazil Scores Promo Grand Prix for Soccer Team’s Organ Donor Campaign AdWeek 06.17.13 Ogilvy & Mather in Brazil, which had an enormous success this spring with its “Real Beauty Sketches” campaign for Dove, picked up a Grand Prix here tonight in the Promo & Activation Lions contest for a completely different campaign. The winning work was an organ-donor campaign called “Immortal Fans” that targeted supporters of Sport Club Recife, known to be among the most passionate in the soccer-rabid nation. The agency recruited real patients on actual transplant waiting lists to make their appeal to the fans directly.
Google is the Mobile Ad King, but Facebook, Twitter are Taking Notes brandchannel 06.14.13 Mobile ads have been christened as the holy grail for internet companies, and rightfully so. In a new study by eMarketer, Google is projected to rake in$8.9 billion in mobile ad revenue in 2013, claiming 56 percent of the mobile ad market. While other companies like Facebook, Twitter and Pandora are quickly growing their mobile ad revenue as well, their share of the ad pie pales in comparison to Google, which earns one of every two dollars spent on mobile advertising.
Oxygen greenlights “Secret Celebrity” realscreen 06.19.13 Oxygen has commissioned Secret Celebrity from T Group Productions and Wendy Williams Productions. The series, which the U.S. cable net included on its development slate earlier this year, disguises celebrities in prosthetic makeup and sends them undercover in public and among family and friends. “We give them the chance to pull off stunts they’ve always wanted to do but couldn’t because of their celebrity status and, more importantly, the opportunity to learn what their friends, family and fans truly think of them,” said T Group Jenny Daly in a statement.
MGM, BermanBraun sign content deal realscreen 06.19.13 MGM and Los Angeles-based prodco BermanBraun have joined forces on an exclusive multi-year production deal to develop unscripted and scripted content across broadcast and cable. The two companies also signed a first-look deal covering theatrical projects from BermanBraun.
Netflix, Amazon Even the Playing Field with New Streaming Content Deals brandchannel 06.17.13 The streaming race between Netflix and Amazon is neck and neck again as both service providers have inked new streaming deals for in-demand programming. The news comes just a week after Netflix suffered a blow as it relinquished its deal with Viacom and saw Amazon quickly scoop up its rights to popular kids programming like Dora the Explorer, Blue’s Clues and others. But now, Netflix is back on the horse thanks to a new deal with DreamWorks.
MEDIA & TECH
Foursquare Hopes to Re-Engage Users and Brand with Time Machine, New Ad Products brandchannel 06.14.13 With dizzying 3D animation, zoom ins and outs and a map recreation, the Foursquare Time Machine visualizes a user’s past check-in history because—why not? The social check-in app, which has seen a gradual decline in usage as of late, teamed up with Samsung to get users’ attention with personalized heat maps that deliver recommendations on places to visit. The South Korean multinational conglomerate is footing the bill in part, after the two joined forces at South by Southwest when Samsung promoted its charging stations on the Foursquare app.
Facebook Hashtags Present Unforseen Opportunities for Brand Marketers brandchannel 06.13.13 Following the lead of its younger, nimbler social sister, Facebook is rolling out hashtags, aiming to make its social network more conversational and more relevant to search engine optimization. The move will open up more revenue streams for marketers and give user posts a much greater public reach. In other words, “public posts with searchable hashtags are truly public and discoverable; they give your posts a larger but less familiar audience,” notes Buzzfeed.
Volvo Tests Electric Road that Charges CarsMashable 6.13.13 Recent innovations in wireless charging for electric vehicles could mean losing the need for batteries altogether. While modern Teslas work on new wireless recharging, particularly for electric vehicles in urban areas, one Swedish project is testing a system designed to power EVs along the highway. The method, developed by the Volvo Group and the Swedish power company Alstom with support from the Swedish Energy Agency, would involve putting two power lines directly into the road.
Unilever Hosts Conference on its Sustainability Achievements Just Means 06.19.13 Unilever (NYSE: UN) hosted a special conference in Dubai to celebrate its first year achievements in sustainability in the Middle East North Africa (MENA) area. At the conference, the company updated its partners and stakeholders on the progress made in its Sustainable Living Plan in the region.
AT&T Sets Up Solar-Powered Chargers in New York City Mashable 6.18.13 AT&T announced it will set up 25 solar-powered charging stations for mobile devices throughout New York City. For this project, dubbed Street Charge, AT&T partnered with solar power company Goal Zero and Brooklyn-based Pensa Design, which pioneered the concept a couple months back. The chargers will begin popping up on Tuesday at Fort Green Park in Brooklyn. A total of 25 will be installed in Union Square, Brooklyn Bridge Park, Coney Island, Riverside Park and Hudson River Park.
Just How Convenient are Citi Bikes? Mashable 6.17.13 “New York City is the greatest place on earth — but living here is a huge pain in the ass,” says filmmaker Casey Neistat in his short documentary. And what makes it oh-so-painful? The simple task of getting from Point A to Point B. Neistat put New York City’s new bike sharing program, launched on May 27, to the test. He conducted a study by commuting to work using Citi Bike, taxi and his personal bike, then evaluating each experience by its “pain-in-the-ass factor.” The verdict: The Citi Bike isn’t such a pain, after all. Actually, Neistat liked it so much he signed up for a yearly membership.