OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
Check out TWEED, our blog on the intersection of entertainment and marketing.
September 3rd, 2013
Branded entertainment takes over SA FM 8.29.13 Quizzical Pictures MD Harriet Gavshon says the demand for advertiser-funded content is on the rise, having already taken off in developed markets. The production company has recently (in 2011 and 2012) produced two seasons of Class Act, a big-budget reality television show on SABC sponsored by Amstel Lager where aspirant actors compete for the prize of an acting contract and enrolment in a US film school. It is currently finalising production of the latest season of MasterChef SA, sponsored by Robertsons Spices.
How a $6,000 Video Got 6 Million Views and Launched a Business Mashable 8.28.13 Naama Bloom’s viral video was such a hit that she had to double her company’s staff. That’s right. The headcount at HelloFlo jumped from one (Bloom) to two employees after a quirky video called “Camp Gyno” hit in July. More significantly, she started executing fulfillment from a location at the Brooklyn Navy Yard instead of from her Brooklyn duplex apartment. Soon she may work with a real distributor rather than doing what she had often done until now — buy her inventory at Costco. “I”m in the process of shifting,” she says. “When I launched I was still working on setting up distributor relationships. Certain things I was buying wholesale and some at Costco, which was cheaper than some distributors.”
Facebook to talk TV at the Festival of Branded Content and Entertainment Mumbrella 8.28.13 Facebook’s head of telco, tech and entertainment, Brent Annells, will present a series of case studies demonstrating best practice social integration with TV at October’s Festival of Branded Content and Entertainment. The session, “TV with friends: Integrating Facebook for broadcasters and brands” will offer practical advice and examples of how Facebook works with broadcasters and brands to created engaged audiences. It will cover reality show integration, along with examples like the Yahoo!7 and Seven News partnership with Facebook to track Australian election trends.
Facebook’s Global Mobile Ad Share Jumps to 16%, Per eMarketer AdWeek 8.28.13 Facebook’s second year in mobile advertising has entailed a string of positive developments, so it’s not entirely shocking to see eMarketer project today that the social media giant’s 2013 share in the global market will represent a jump of more than 10 percentage points.
The New iPhone Could Reboot Outdoor Advertising Mashable 8.28.13 Amid the digital revolution, outdoor advertising has remained stubbornly resistant to change. Electronic billboards can display video and occasionally run tweets or Facebook comments from fans, but they don’t react dynamically in the same way as online and mobile advertising.
ESPN Urges Football Fans to ‘Get Up’ for College GameDay AdWeek 8.26.13 Screaming fans, hammy hosts and live animals make up the centerpiece of ESPN’s newest campaign pushing its College GameDay show. The new anthem spot, created with the help of 72andSunny and launched today, debuts the tagline “Get Up. It’s Game Day.” This year, the three-hour traveling broadcast is moving the first hour of its regular three-hour show from ESPNU to ESPN proper. The show airs each Saturday at 9 a.m., starting with a special four-hour episode on Aug. 31.
Virgin Nudges Its Way into Airport TV Programming brandchannel 8.27.13 Virgin Produced, Richard Branson’s production studio, just inked a deal with ClearVision to add programming to the company’s airport broadcast network. Founded in 2010, Virgin Produced has co-produced a half-dozen films includingJobs, 21 and Over, Immortals andLimitless, as well as short-form music, travel, comedy and lifestyle programming viewed on Virgin’s in-flight entertainment system.
WGN America moves into original unscripted programming realscreen 8.27.13 Tribune Broadcasting-owned U.S. cable net WGN America is moving into original unscripted programming, and has hired a former VH1 exec to spearhead the initiative. Tom Huffman (pictured) is to join the network as senior VP of unscripted programming next month, overseeing unscripted series development for both WGN America and Tribune Studios. He was most recently VP of development and production at VH1, where he oversaw 11 series for the including Rehab with Dr. Drew and Hollywood Exes.
Can Chill Successfully Turn Video Distribution on its Head? Mashable 8.25.13 Camp Takota stars three major YouTubers and uses Chill’s new marketing system to build a community around the film before its release, letting fans watch the creation process from start to finish. The film will stream on Chill, where fans can also order merchandise and download digital extras, and creators get to track analytics and have direct contact with fans. This Chill production, announced early August, has gained more traction — essential to this distribution model — than an episodic crowdfunded series that failed to raise enough money in June. But can this process inspire fans to sign up early, interact online to drive buzz and pay for online video content?
MEDIA & TECH
Facebook Drops Physical Gifts, Hones in on Users’ E-Commerce Habits brandchannel 8.26.13 Facebook’s brief foray into physical gift-giving has come to an unceremonious end. Users will no longer (that’s if they ever did) send teddy bears, flowers, mugs and other items to friends via the site, settling with a Facebook-branded gift card. “Since launching Gifts in December last year, roughly 80 percent of gifts have been gift cards,” according to a company spokesperson, CNET reports, with Facebook gift credits to Starbucks and iTunes the hottest items. “We’re now adding more digital codes and making the Facebook Card redeemable at more merchants.”
New Mobile Shopping Apps Allow Retailers to Trade Discounts for Data brandchannel 8.26.13 With mobile engagement ever-increasing, retail brands are on a mission to collect consumer data in order to serve up a better shopping experience. However, such efforts have been deemed controversial, so retailers and data analysts have been pushed to create a different kind of tracking system.
Turner Launches Upware, a ‘Digital-First’ Health and Wellness Network brandchannel 8.26.13 Turner Broadcasting is turning its attention to digital with the launch of Upwave, a new interactive site—and eventual TV program—with a focus on health and wellness. The new venture is being launched first on the web with an accompanying YouTube channel that features original programming such as “Why Do Men Have Nipples?” based on the book by Mark Leyner and Dr. Billy Goldberg, as well as tools, quizzes and Q&As with industry experts. The digital effort precedes its December TV debut on HLN.
A Swoosh of Sustainability: Nike Builds Store Out of 100% Trash Take Part 8.28.13 As much as a company that produces disposable goods can be, Nike has long been a leader in sustainability. The company first went green in the early 1990s, when it started to recycle old shoes and donate the material to contractors that build sports surfaces, like outdoor tracks. In 2006, the shoe giant launched an internal division, Nike Considered Design, which incorporates waste from the factory floor into clothes.
New Sustainability Measures Set for the Rio 2016 Summer Olympics UNRIC 8.28.13 A new set of sustainability measures to support the greening of the Rio Summer Games were agreed by the UN Environment Programme (UNEP) and the 2016 Olympics and Paralympics Organizing Committee, as part of an implementation agreement signed by both organizations, Monday. UNEP will support the process by providing expert technical advice and through the facilitation of multi-stakeholder dialogues and action.
This Solar Dryer IS Helping Put Food On The Table In India Fast Co Exist 8.23.13 India is one of the hungriest countries in the world–yet it wastes a huge amount of food. Production of vegetables and fruit totals about 220 million tons a year. About 30% of that never reaches the table. The main reason for this waste is a lack of storage infrastructure, particularly at harvest-time. Without electricity or electric freezers, farmers have to sell everything immediately, which inevitably means it’s not sold at all. Up to a third of the country still lives beyond the grid.