2014 Brandcameo Product Placement Awards

digital moves

Print Brands Extend Storytelling with Video

Posted by Sheila Shayon on August 12, 2013 03:52 PM

Two of America's most venerable print brands are embracing the currency du jour by making greater investments in video content to extend the life and quality of its print features.

TIME magazine has launched Red Border Films (aptly named for the magazine's red print border) which will produce monthly 10-minute short documentaries and two long-form projects per year. Born out of the brand's hour-long HBO and CNN special on interviews with people affected by the 9/11 attacks, the films will serve to extend a story beyond what is published in print or online. 

“Red Border Films will combine TIME’s authoritative journalism and perspective with the unique power of cinematic storytelling,” Kira Pollack, Time's director of photography said, according to Deadline.Continue reading...

digital moves

DreamWorks Still Wheeling and Dealing as it Builds Small-Screen Portfolio

Posted by Sheila Shayon on August 6, 2013 04:26 PM

In an effort to skirt the effects of the waxing and waning film industry, the studio behind one of Hollywood's most lucrative film franchises and endearing characters like Shrek and Buzz Lightyear is making a strong play for small-screen audiences. 

However, DreamWorks Animation is outright skipping Cable TV and going straight to popular streaming services like Netflix. Through a multi-year deal signed in June, the studio will create 1,200 hours of original programming for Netflix and German broadcaster Super RTL featuring characters from popular franchises like The Croods and Turbo, along with long-standing characters like Casper, Lassie, Mr. Magoo and more from Classic Media's archives, and seasonal specials like Frosty the Snowman. 

The deal will fill a gaping hole left on Netflix by Nickelodeon after the service failed to renew its contract with Viacom.Continue reading...

digital moves

Netflix Finally Creates Individual Profiles for Users of Group Accounts

Posted by Sheila Shayon on August 2, 2013 06:45 PM

Netflix, the darling of home entertainment, has finally addressed the fact that users with an account may actually be a family or a college-dorm with multiple viewers, and in turn, multiple tastes in content. In response, the service has launched personalized viewer profiles. 

Up to five Netflix users per account can set up individual logs of their viewing choices and the company will make individual recommendations accordingly. And for those that want to share their viewing choices, they can do so through Facebook.Continue reading...

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digital moves

Disney's MyMagic+ Proves to be a Boon for Business at Parks

Posted by Dale Buss on July 12, 2013 05:22 PM

Don't expect Walt Disney executives to spend too long mourning the flop of The Lone Ranger at the box office. Not when they've got MyMagic+ working for them.

The electronic wristbands Disney has been testing at its Florida resort have boosted spending by guests because the devices make it easier and more fun for the company to separate them from their money, Thomas Staggs, parks-division-chairman—and one of the favorites to eventually succeed Disney CEO Michael Eisner—told Bloomberg.

The bands serve as admission tickets, hotel room keys and credit cards, as well as entree to special meet-and-greets with characters. They link to a customer database, the news service explained, allowing guests to purchase items in Disney World's hotels, four theme parks and water parks in Orlando by waving the devices past a sensor. The radio technology speeds transactions, enhancing Disney's existing Fast Pass program that allows guests to schedule attractions during one-hour windows once they're in the park.Continue reading...

digital moves

Disney's MyMagic+ Proves to be a Boon for Business at Parks

Posted by Dale Buss on July 12, 2013 05:08 PM

Don't expect Walt Disney executives to spend too long mourning the flop of The Lone Ranger at the box office. Not when they've got MyMagic+ working for them.

The electronic wristbands Disney has been testing at its Florida resort have boosted spending by guests because the devices make it easier and more fun for the company to separate them from their money, Thomas Staggs, parks-division-chairman—and one of the favorites to eventually succeed Disney CEO Michael Eisner—told Bloomberg.

The bands serve as admission tickets, hotel room keys and credit cards, as well as entree to special meet-and-greets with characters. They link to a customer database, the news service explained, allowing guests to purchase items in Disney World's hotels, four theme parks and water parks in Orlando by waving the devices past a sensor. The radio technology speeds transactions, enhancing Disney's existing Fast Pass program that allows guests to schedule attractions during one-hour windows once they're in the park.Continue reading...

digital moves

Yelp Extends Local Services with New Delivery Platform

Posted by Sheila Shayon on July 10, 2013 02:56 PM

Yelp, an online business directory and review service is rolling out a new delivery feature, stepping boldly into the online food ordering space.

Dubbed Yelp Platform, the service will partner with local delivery services and handle the ordering, checkout and payment process.

“The idea is that there are all these consumers shopping on the site, and Yelp Platform allows them to take that next step—to transact,” founder Jeremy Stoppelman told VentureBeat. “The Yelp experience is all about going to local businesses. As you switch between different services, you as the consumer will have a one-stop shop.”Continue reading...

digital moves

Campbell's Tests Digital Fitness Kit to Keep Employees Tuned In to Trends

Posted by Sheila Shayon on July 9, 2013 06:12 PM

“Digital fitness is about both a lifestyle choice and an everyday commitment,” commented Adam Kmiec, global head of digital and social for the Campbell Soup Company, to Digiday. That's why he’s leading the venerable 144-year-old Campbell's brand to be as digitally 'fit' as possible with the launch of a “Digital Fitness Accelerator Kit.” 

Think of it as digital internal brand engagement, and a bootcamp for employees to get with the social web, mobile and other platforms that will help them better understand where their customers—and business—are going.

The kit, which is being tested among a group of Cambell's employees, includes devices like Roku, Jawbone Up, FitBit Flex, Nike Fuel Band or Lark, recommended apps (paid and free) with a $10 iTunes card for downloads, and a suggested reading list including digital marketing tomes Mitch Joel's Six Pixels of Separation and Stephen Baker's The Numerati.

“These items are shaping the ways people connect with each other and manage their lives,” Kmiec told Digiday. “Each item in the kit was carefully selected—it had to be relevant, actionable and tied directly to consumer and business trends we believe are important.”Continue reading...

digital moves

Microsoft's Bing Looks to Give Schools Ad-Free Internet Access

Posted by Mark J. Miller on June 27, 2013 03:54 PM

Parents are always concerned about what dangers are lurking for their kids out in the world, particularly in places seemingly out of their control. One of those places is the digital world, where age-inappropriate content is always one click away. 

Microsoft’s Bing search engine is aiming to make parents feel a little better about sending their kids online, at least while they're in school. The company announced this week that it is developing a special edition of Bing called Bing for Schools that will ditch all advertising and adult content, apply more privacy protection, and add in some learning features to help with digital literacy. Plus, it will be free and no software or special web address is needed to access it, according to CNET.Continue reading...

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