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branded content

Branded Content Watch: Origins On the Road, Miranda July Tells a Tale and more

Posted by Abe Sauer on September 19, 2014 06:52 PM

This week in branded content, Funny or Die continues to flex its content muscles as Moroccanoil hopes to inspire everyday consumers with super-duper supermodel Rosie Huntington-Whiteley. Check out the latest branded entertainment and brand videos from Volkswagen, Origins, Canon and more after the jump.

The Project: The Way Too Helpful Neighbor (Volkswagen)

The Pitch: What happens when you drive the all-new Volkswagen Golf through a Target store?

The Verdict: There's a branded content arms race going on between Funny or Die and Vice, and as this VW video proves, Funny or Die owns the humor category. Also: nice cameo, Target!Continue reading...

branded content

Branded Content Watch: Hornbach Goes Goth, Gucci Chases Kate and more

Posted by Abe Sauer on September 12, 2014 06:14 PM

This week in branded content, Hansel gets cracker crackin' as Nike and Reebok look back to look forward. Check out the latest branded videos from Gucci, Nescafe, Sunbeam and more after the jump.Continue reading...

bc q&a

Marketing is Such Sweet Sorrow: 5 Questions with Thai Life's Heartbreaker

Posted by Abe Sauer on September 9, 2014 07:32 PM

Its ads are maybe the most unique in the world at the moment, with its latest short film racking up over almost 6 million views in a month, still far short of the over 21 million views its previous longform commercial received. What's more, the ads have no special effects, no star actors and no gags or punchlines.

Thai Life, a life insurance company based in (you guessed it) Thailand, has gained worldwide attention by making people anywhere feel it RIGHT HERE [jabs finger into heart].

But what most of the millions of viewers of Thai Life's recent viral videos don't know is that the brand has been producing award-winning branded entertainment like these heartbreaking videos for a decade, only gaining an international audience recently when it started adding English subtitles.

Ogilvy & Mather Thailand's Thanawat Chongmahakul, the creative director behind the brand's recent tearjerking videos, talked to brandchannel's Abe Sauer about how sorrowful themes can be a positive message for a brand, and how global fame helps its local reputation.Continue reading...

branded entertainment

Johnnie Walker Aims for Luxury Status with Five-Star Exclusive Theater

Posted by Shirley Brady on September 8, 2014 04:04 PM

Johnnie Walker is upping the stakes in experiential, content marketing to promote its latest exclusive whisky blend and transform into a luxury brand.

Following on its growing stable of Johnnie Walker House local retail experiences in Shanghai and beyond and its global campaign that included a short film starring Jude Law, JOHNNIE WALKER® BLUE LABEL™ next week will stage a one-of-a-kind brand experience in London: Symphony in Blue, billed as "the world’s first theatrical, experiential, musical and artistic journey."

Three performances (two evening and one matinee) will take place on Sept. 16/17 in a multi-sensory cultural event designed to turn elite influencers into brand advocates. The event is being "exquisitely crafted by a star-studded team" that produced the memorable London 2012 Olympics opening ceremony.

Beyond participating in a bespoke branded experience, Symphony in Blue guests will be among the first to enjoy the latest launch from the John Walker & Sons Private Collection 2015: a limited-edition Blue Label Reserve premium whisky blend.Continue reading...

branded content

Branded Content Watch: Kahlua, Reebok, Playboy and more

Posted by Abe Sauer on September 5, 2014 01:22 PM

This week in branded content, Kahlua tells a cocktail tale, Lee finds a new audience in China, Reebok pumps it up for its birthday in France and more. Check out the latest branded videos from New Balance, Jack Daniels and IKEA after the jump, and keep your eyes peeled for an upcoming content collaboration between Leonardo DiCaprio, Brad Pitt, Robert De Niro and Martin Scorsese for a short film for a Macau casino.Continue reading...

celebrity brandmatch

Jackie Ban: China's Preposterous Celebrity Product Placement Proposal

Posted by Abe Sauer on September 4, 2014 12:04 PM

Two giants of Chinese celebrity stand to be big losers if a new product endorsement law in China is enforced. (It won't be, but humor us.)

First, there is Jackie Chan, the acrobatic movie star who never uses a stunt double or met a product he wouldn't pitch.

The other is recently minted mega-star Fan Bingbing, who seems just as happy as the face of Louis Vuitton, L'Oreal, Cartier and Moet and Chandon as the face of a local laundry detergent and Lu Shou ("Thin Green") weight loss pills (below). Fan is also a fervent video gamer, apparently.

And then there are the foreigners.Continue reading...

branded content

Benefit Plumps Up Content Push to Connect With Wing Women Everywhere

Posted by Tori Miner on September 3, 2014 12:24 PM

Benefit Cosmetics certainly lives by the culminating line of its "Benefesto"—Laughter is the best cosmetic. From product naming (personal favorites include “Dr. Feelgood” complexion balm and “Stay don’t stray” eyeshadow primer) to pop-up experiences (such as Gabbi’s Head, a London pub just for women wanting to watch the World Cup), the full brand experience is fun, flirty and reflects a tongue-in-cheek tone crafted to keep you laughing as you’re looking good.

And when it comes to branded content, Benefit stays true to its core message while finding creative ways to connect with fans. Most recently, it released a music video parody of Montell Jordan’s ‘90s hit “This Is How We Do It” starring comedienne Anjelah Johnson in her MADtv-spawned character, Bon Qui Qui. Set in Las Vegas, the video oozes '90s nostalgia as it celebrates wing women getting glammed up for the ultimate ladies night.Continue reading...

celebrity brandmatch

Skittles Masters Beast Mode Branding with Marshawn Lynch

Posted by Rami Levi on September 2, 2014 03:03 PM

Call it a modern day miracle, but a candy brand has firmly associated itself with athleticism. The beautiful branded partnership between Seattle Seahawks running back Marshawn Lynch and the Mars-owned Skittles continued today with the release of a hilariously branded “training video.” 

The video features the Seahawks star pushing through a rigorous training session with the help of his sugary friends. In light of the astronomical bidding war between Nike and Under Armour over the coveted feet of Kevin Durant, the video demonstrates the power a partnership born organically from genuine mutual interest between endorser and brand.

The love affair between Skittles and Lynch, aka Beast Mode, has been well-documented. After a few seasons of free publicity—TV broadcasts often catch Lynch snacking on Skittles during games—Skittles signed Lynch to a deal just before Super Bowl 48. Immediately following the signing, Skittles implemented a fairly standard sponsorship strategy with the launch of a limited edition Seattle Mix and donating to Lynch’s foundation during the Super Bowl.

But Skittles, known for its eccentric mastery of social media content, is just beginning to explore the creative possibilities of a “beast mode brand.”Continue reading...

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