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Coke Captures Cola Fandom in First-Ever User-Generated Ad

Posted by Alicia Ciccone on May 21, 2014 10:56 AM

Coca-Cola has hopped on the UGC bandwagon with its latest installment in "The AHH Effect" campaign aimed at teens.

Following in the footsteps of Airbnb's use of Vine videos, PepsiCo's fan-produced Super Bowl halftime spot, and Canon's Project Imagin8ion, Coke used fan-submitted video clips to form a new TV commercial, which premiered Wednesday and will air across teen-focused networks like CW, MTV and Adult Swim, Adweek reports

Teens were invited to share—and record—what it feels like to take a sip of Coke. Out of over 400 submissions, 40 short videos were selected to be edited into the TV spot, with submissions hailing from around the world. The 30-second spot features fans striking a pose, dancing (in a polar bear costume) and taking a dip in the ocean, among other things, after drinking the bubbly beverage.Continue reading...

viral buzz

Get Suckered Into Watching This Kissing Ad Like Millions of Others

Posted by Shirley Brady on March 12, 2014 03:29 PM

There has been a lot said about this "strangers kissing" viral ad for fashion label Wren. In fact, it has already garnered 29 million views and counting, but we're not so sure it's worthy of the attention.

So, strangers kissed—like professional actors do everyday—and the world did not stop turning. If Wren really wanted to make a lasting viral hit, it would have picked some protagonists who were not just attractive, skinny hipsters. And therein it tips its hand: what fashion label wants to see unattractive people making out in its clothing?

executive decision

Google Ad Chief Takes Over YouTube with Focus on Lucrative Partnerships

Posted by Sheila Shayon on February 5, 2014 08:41 PM

In a changing of the guard at YouTube, Susan Wojcicki, SVP of advertising for Google and its 16th employee is replacing Salar Kamangar, Google’s ninth employee, as the head of YouTube. 

“Wojcicki had been interested in running her own thing, sources said, and she had also been a recruitment target for a venture capital or perhaps a CEO role," Re/code notes.  

While never officially disclosed, YouTube reportedly generated $5.6 billion in ad revenue last year, attracting more than a billion visitors a month with more than 40 percent coming via mobile and tablets, according to eMarketer. 

Wojcicki, who housed Google in its earliest days in her Menlo Park, Calif., garage, is the sister of Anne Wojcicki, the (estranged) wife of Google co-founder Sergey Brin and founder of genetics company 23AndMe

“The decision to put Wojcicki in charge of YouTube shows how important the Internet’s No. 1 video site has become to Google, and how critical it is to the company’s future growth," Variety said.Continue reading...

ad watch

Green Giant Says Bigger is Better—When it Comes to Veggies, Of Course

Posted by Mark J. Miller on September 17, 2013 08:02 PM

Remember the friendly Jolly Green Giant and his little pal Sprout? The pair has always seemed pretty chaste and innocent. And maybe they are, but it appears that marketing executives at General Mills have a different idea. 

The brand has turned out a series of web videos that takes full advantage of suggestive language, including conversations that include statements like, “It's so much bigger than I'm used to"—the vegetables, of course.Continue reading...

media brands

Pay-TV Operators Gear Up for Internet TV Invasion

Posted by Sheila Shayon on July 17, 2013 06:39 PM

As if traditional pay-TV operators weren't already feeling the heat from streaming companies like Netflix and Hulu, the internet TV space is ramping up with some of the tech world's biggest players throwing in their bids. 

“If launched, the Internet-TV services could have major implications for the traditional TV ecosystem, creating new competition for pay-TV operators that are already struggling to retain video subscribers," notes the Wall Street Journal. “Existing online-video players like Netflix, Hulu and offer on-demand TV, but the latest efforts are aimed at offering conventional channels, allowing consumers to flip through channels just as they would on cable, as well as on-demand programming.”

Google’s service would offer live TV broadcasts via consumer’s internet connections, bypassing cable operators, with channels bundled so less popular networks would be included—like it or not.Continue reading...

branded entertainment

HTC Tries Branded Entertainment to Promote 'Facebook Phone'

Posted by Sheila Shayon on April 12, 2013 02:08 PM

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.

A riff on The Bachelorette, Van Der Beek hosts a dating show featuring the HTC One and competing bachelor contestants—Smart Phone, Flip Phone, Rotary Phone and ‘90s Phone—all vying for a beautiful HTC One bachelorette.Continue reading...

digital advertising

Digitas Survey Shows Increasing Appetite for Online Video

Posted by Sheila Shayon on April 10, 2012 10:00 AM

New research by Harris Interactive for Digitas finds “an increased urgency for brand investment in online video.”

Spurred by cross-generational interest in digital video across screens, 63% of U.S. adults look at online content while watching television, rising to 71% for adults 18-44. And almost half (46%) of online video viewers are likely to seek out participating brands mentioned.

The general landscape for online video consumption according to data from comScore shows that 179 million US Internet users watched nearly 38 billion online videos in February. The vast majority, 83.8%, viewed online video, of average length 6.2 minutes. The average online ad was 0.4 minutes; video ads accounted for 16.6% of all videos viewed and 1.3% of all minutes spent viewing video online

Forty-nine percent of brand fans on social networks will watch a video mentioned in a post, and 53% said that if a favorite celebrity announced participation in an online video or web series, they would check it out.

While advertisers continue to spend millions at traditional TV upfronts, the Digitas survey underscores that online video is now de rigueur for consumer engagement. “Investing in online video is no longer optional. Consumers are hungry for online content and ready to take this journey with brands. And as the survey results show, today’s viewer is not just passively sitting and watching—they’re sharing, talking, clicking, testing,” says Stephanie Sarofian, Managing Director of The Third Act:, the brand content unit of Digitas. Continue reading...

viral marketing

Viral Video Watch: DWTS Mark Ballas Dancing with a Diet Pepsi Can

Posted by Shirley Brady on February 28, 2012 02:48 PM

In a video born to go viral, Pepsi uploaded this video on YouTube of Dancing with the Stars choreographer Mark Ballas showing off some fancy footwork with a can of Diet Pepsi on his head. 

ABC announced the next batch of DWTS competitors today, with Ballas pairing up with Welsh opera star Katherine Jenkins in the 14th season, which starts on Monday, March 19th.

Other new cast members include tennis legend Martina Navratilova, and singers Gladys Knight and Gavin DeGraw. Ballas also choreographed Diet Pepsi's recent commercial featuring another ABC star, Modern Family's Sofia Vergara, dancing her heart out to promote Diet Pepsi's skinny can.

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