branded entertainment

YouTube Getting Pickier About Original Channels from Brand Partners

Posted by Mark J. Miller on December 4, 2012 12:55 PM

More and more TV viewers are turning to the web for their audio-visual pleasures, streaming shows and movies from such places as Hulu, Netflix, and AppleTV, among a growing list of others. 

YouTube, of course, is the grandpa of the online video-entertainment biz and is refusing to take a backseat to all the Johnny-come-latelys that are making their moves now. In the past year, YouTube owner Google has invested more than $100 million in 100 original channels to invite brands and professional producers create original high-quality content for the site. Even though viewership numbers weren’t particularly high, the site is shelling out some big bucks again, but this time to only 30 or 40 of those content creators, according to AllThingsD.com.

The metric of most interest to YouTube (and parent Google) execs is “the total ‘watch time’ a channel has generated” as well as cost, AllThingsD reports. The site’s top 25 channels averaged more than a million views a week, Ad Age reports, and “the top 33 have more than 100,000 subscribers, a key indicator of repeat viewing.”Continue reading...

automotive

LA Auto Show Preview: Jaguar Fuels Desire for New F-TYPE and more

Posted by Dale Buss on November 27, 2012 10:09 PM

When the Los Angeles Auto Show holds its media preview on Wednesday, it'll become more apparent than ever that in the world of cars, as in some other things, California remains vastly disconnected from the rest of America.

That's because the nation's strictest emissions standards and laws mandating electric-vehicle sales put a premium for auto brands on showing the best side of their electrification efforts at the L.A. show. And so while EVs have continued to sell at a snail's pace across most of the rest of the United States, California has become a robust market for electric vehicles.

It's also America's hottest market for sexy cars, of course, which is why Jaguar USA is at the LA Auto Show. The brand hosted a pre-show event Tuesday night to unveil the all-new F-TYPE two-seater. It also unveiled the trailer for Desire, a short film being released next year, which stars Emmy Award-winning actor Damian Lewis, produced by Ridley Scott Associates with music by Lana Del Rey. Check it out below along with other previews at the LA Auto Show.Continue reading...

game change

Streaming Media: Captive Media Raises Funding for Urinal Game Consoles

Posted by Sheila Shayon on November 13, 2012 03:22 PM

UK ad tech startup Captive Media, as its name implies, is looking to reach captive audiences — which may explain why it's looking to bring marketers into the loo. The Chelmsford, England-based firm made a splash last year when its urinal-mounted-and-controlled game console appeared on the British version of Dragon’s Den as the first hands-free video gaming console of its kind. That appearance prompted Ogilvy and other British companies to sign up for a trial.

It just raised $700,000 in seed funding to expand its network of interactive units to even more bars, hotels and airports. How they work brings a whole new meaning to P.O.S. — the game action is controlled by aiming left and right. An infrared beam enables simple games and quizzes to be “pee-controlled” with nothing installed on the urinal itself other than washable stickers as points of desired interaction. According to its research, the average man spends 55 seconds at a urinal – 55 golden, undivided seconds with eyes focused straight ahead — so why not onto your brand or campaign?Continue reading...

social media watch

Telemundo, Trident Raise the Game for Social TV and Branded Entertainment

Posted by Sheila Shayon on November 9, 2012 01:01 PM

Jack Myers, CEO of Jack Myers Media Business Report, opened the Social TV Summit in New York on Thursday by noting that there has been, and will be, more technological evolution taking place in the next decade than all the new technology that has emerged since the Industrial Revolution.

“The artistry of how to use it is the next phase as we shift from an embrace of hardware to response and use," he said. "It’s no longer about change, but stability. Companies and brands are stability agents — taking chaos and translating it into stability rather than just information, and the method for this is panning through technology.”

The opening panel took a look at an industry-first, the social novella, as crafted by Mondelez’s Trident brand, Telemundo NBC and Starcom MediaVest, a collaboration that resulted in the web series, Secreteando. Composed of ten interactive online episodes, including v-blogs segments, extended scenes, broadcast promos and a one-hour on-demand version of the series, it iterates storytelling to digital and social through use of the second screen.Continue reading...

brandcameo

Product Placement Watch: Target and Neiman Marcus Taking Over ABC's Revenge

Posted by Shirley Brady on November 9, 2012 10:12 AM

In an interesting spin on product placement, the Target x Neiman Marcus Holiday24 cllection is being promoted on Sunday night's episode of Revenge on ABC (Twitter hashtag: #GiftofRevenge).  The episode is arranged in five vignettes, Target notes, adding that, "The episode will air with limited commercial breaks, as fans will be treated to a show-within-a-show complete with its own plot full of twists and turns."

branded entertainment

Deutsche Telekom Brings "Move On" Interactive Road Movie to Big Screen

Posted by Shirley Brady on November 7, 2012 10:05 AM

Deutsche Telekom's Cannes Lions-winning film project called "Move On," described as "a road movie like no other, because it is inspired by film fans from all over Europe" has made its big screen debut, premiering last night in Berlin. The branded entertainment project, which started unfolding online in May as part of its "Life is for Sharing" banner, was directed by Asger Leth and features actor Mads Mikkelsen (who starred in Casino Royale, The Three Musketeers, Monsters vs. Aliens and Clash of the Titans) on a secret mission in eight episodes, each taking place in a different European country and incorporating fans. Samsung and Volkswagen also supported the project, which you can check out at move-on-film.com.

good sports

Pepsi MAX Uncle Drew, Part Deux, Goes Viral [Updated]

Posted by Michael Waltzer on November 5, 2012 10:29 AM

Uncle Drew (Cleveland Caveliers' breakout star Kyrie Irving) and Wes (Minnesota Timberwolves' star Kevin Love) are back and on a mission: to go out and get the old team back together. The players and spectators at a Los Angeles basketball court had no idea what was about to happen and were told that they would be filmed for some "basketball B-roll footage" for a local TV station. The resulting video, a mix of product placement and branded entertainment, was uploaded by Pepsi MAX on Oct. 30 and already has more than 1.5 million views. 

The LA crowd is in disbelief when these two old-timers give it a go in the court, and reveal how much better they really are. It's quite a spectacle, the second in the series so far, and a definite win for Pepsi MAX — although surely they can't keep fooling locals with NBA All-Stars in disguise much longer. The PepsiCo-owned brand released the first "Uncle Drew" video with Irving earlier this year, which was then turned into a 30-second commercial that ran during the NBA finals last season. More details in the ESPN interview and behind-the-scenes clips below.Continue reading...

brand collaborators

Isaac Mizrahi Woos Women to Wear, Then Drive, the 2013 Chevy Malibu

Posted by Dale Buss on October 18, 2012 05:52 PM

Barack Obama and Mitt Romney aren't the only ones who want the votes of women this fall: Chevrolet is also pursuing women for the new Malibu, and so the brand has enlisted designer Isaac Mizrahi to get some fashion-forward attention for a vehicle that hasn't been known for being on the cutting edge of couture.

Mizrahi has designed a preppy collection (in patriotic colors of red, white and blue) of Chevy Malibu-inspired clothing, Malibu Style. It's exclusively being sold on the LivingSocial deals website, with its six pieces ranging from a bright blue totebag to an oversized watch, at prices ranging from $78 to $298.

The New York-based Mizrahi has colllaborated in the past with the likes of Target and QVC, but this collaboration aims at getting women to take a closer look at a nameplate that otherwise might not get their attention.Continue reading...

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