"Don’t leave home without it" is becoming "Don’t leave home at all." Or, at least, "just yet." American Express is kicking the tires on interactive television and branded content with its own video-on-demand channel, participating in a year-long test with interactive TV provider BrightLine and the Mindshare agency to launch what's being called the largest advanced TV campaign to date.

The AMEX Channel, which quietly launched in September, is available in more than 50 million households through five pay TV service providers — AT&T's U-verse service, Cablevision, DirecTV, Dish and Verizon FiOs —and through smart TV platforms, namely Internet-connected TV sets sold by LG and Samsung.

The advanced television ad test is being trialed on TV as the primary screen, with apps for tablets and smartphones as second screens. Viewers can access the channel via interactive banners, channel guide listings and overlays that appear next to American Express commercials, using BrightLine-based technology. The video-on-demand channel offers video clips, games and information and promotions like AmEx's annual Small Business Saturday shopping day after Black Friday.Continue reading...

NBC's web-only series In Gayle We Trust has broken the barrier on digital series’ success and proven that an insurance agent, played by Elisa Donovan (Clueless, Beverly Hills 90210, Sabrina The Teenage Witch), can become a star.

A branded entertainment partnership between NBC Universal and media agency Mindshare, the series — backed by AmFam, or American Family Insurance — launched in 2009 and was renewed last year.

By season two, Gayle had doubled viewership from 18 million to 34.9 million. Season three, which launches this week, centers on a newcomer who is creating a musical, aptly titled Policies! Policies!

“In Gayle We Trust delivers quality entertainment in a manner that both keeps viewers coming back for more and aligns with the values of the sponsor. American Family Insurance beckons the insurance-buying public to allow us to protect their dreams,” said Telisa Yancy, advertising director.

Emmy Award-nominated actor Fred Willard and Richard Karn (Home Improvement) make cameos in season three, with Anthony Q. Farrell (The Office) as writer and Jason Farrand (Head Case) director.Continue reading...

Dunkin' Donuts aims to increase competition with energy drink brands. [Boston Herald]

Dodge looks for manly men with a beard-growing contest. [BrandFreak]

The Nook is finally available in Barnes & Noble stores. [PC Mag]

Hormel's "Life Better Served" campaign shows brand depth. [Brandweek]

With North American sales down, Coca-Cola hopes to raise appeal overseas. [DailyFinance]

Facebook's Doppelganger Week is a huge success. [Time]Continue reading...

How Mark Ecko lost control of his brand. [Gawker]

Virgin Mobile set to retire the Helio model. [Engadget]

Denizen sues Mindshare over Vaseline integration campaign idea. [AdWeek]

"The World's Fastest Nudist" turns out to be Zappos viral campaign. [NY Times]