what girls want
Posted by Sheila Shayon on December 2, 2011 10:59 AM
Move over, Sweet Valley High — make room for Sweety High, an unrelated creativity-powered social game for tween girls that just moved out of beta.
Original programming for the branded entertainment-meets-social-networking portal includes SweetBeatTV, which features Sweety High users as correspondents covering pop culture events, and Food Star, a cooking show featuring community participants and teen celebrities.
The site aims to offer a tween-friendly and safe incentive-based environment promoting leadership and fair play while engaging with the real world, real-time. Game play is built around quests and achievements that reward self-expression and creativity and virtual currency is applied to prizes and unique opportunities for young girls with big aspirations.
Co-founded by writer/producer Frank Simonetti and Veronica Zelle, a music video producer who has worked with Madonna, Britney Spears and Justin Timberlake, Sweety High is a closed community, compliant with the Children's Online Privacy Protection Act (COPPA) and protected against cyber bullying and oversharing of personal data.Continue reading...
Posted by Sheila Shayon on December 1, 2011 12:32 PM
A 24-hour theater production has just wrapped — on Facebook, of all places. Stuff Theatre, a digital branded experience strictly for Facebook, was a first of its kind live, global event where performers took over Facebook for 24 hours straight. The curtain went up at 9 a.m. on Wednesday and wrapped 24 hours later.
The brand behind the stunt: Norton Securities, owned by Symantec, whose mission in life is to grab people's attention to what's happening online. Consider Stuff Theatre a mini-marathon of branded entertainment, a sponsored social campaign that can't be zapped (like TV commercials) and offers fresh original content in a space where consumers are likely to pay attention.Continue reading...
Posted by Abe Sauer on November 29, 2011 07:01 PM
It's a commercial, but it's a show. It's a show, but it's actually a commercial. However you want to categorize it, one thing is for sure: the annual televised Victoria's Secret Fashion Show is about as big a branding success as can be hoped for.
An angelic display of commerce (un)dressed up as entertainment, this year's show airs tonight on CBS as a one-hour special, and it's bigger than ever. What once cost $120,000 to pull off now runs closer to $12 million to produce.Continue reading...
Posted by Shirley Brady on November 28, 2011 03:03 PM
Cartier's new Winter Tale holiday campaign promotes the French jeweler this holiday season with an ethereal spot (and its iconic panther) that follows on a trio of short films (directed by Luca Guadagnino and co-scripted by Xan Cassavetes) that the luxury brand debuted last month, along with an original video and music by the French band AIR. Watch them below.Continue reading...
Posted by Trent Edison on November 25, 2011 03:09 PM
Bergdorf Goodman goes to the dogs for its annual holiday video. BG Films presents "Unleashed," starring some of New York's most charismatic characters who invade the store in search of perfect gifts for their owners. Guest star, Salty, steals the show with a very sweet-natured performance. You can shop the video in a version that will be released on November 29 on BG.com.
Posted by Mark J. Miller on November 23, 2011 03:03 PM
The U.S. version of the The X Factor may not be delivering the 20 million fans that executive producer Simon Cowell anticipated, but that’s not stopping the show’s main sponsor, Pepsi, from doing everything it can to engage the viewers the show does have.
The judges sip from prominently placed Pepsi cups. Host Steve Jones injects much excitement each week into the fact that the show’s winner will not only win $5 million but — much more excitingly! — also the chance to star in a Pepsi commercial. One contestant said it would be “a huge blessing” to have such an honor. Pepsi also placed the musical guest Outasight on the show and he sang – guess what? – Tonight’s the Night, which happens to be the background music for Pepsi ads. Pepsi has also created two digital platforms to engage viewers: Pepsi Pulse and Pepsi Sound Off, which combine gamification and social TV to help bring X Factor fans together and enhance the viewing experience.
If that weren’t enough, the pair have hooked up to find another way to keep the Pepsi brand top of mind during the show. This week sees the on-air launch of the "Pepsi Choice Performance," a “new partnership element” that invited “fans to help select details of a special ensemble performance by the finalists on ‘The X Factor’ live results show on a special night, Wednesday, Nov. 23." Voting has ended, but you can watch the results in tonight's broadcast.Continue reading...
Posted by Mark J. Miller on November 18, 2011 02:51 PM
Britain's Gorillaz band may be just four cartoon dudes with 'tude, but that didn’t stop the group’s second album, 2005’s Demon Days, from going five times platinum in the UK, double platinum in the States, and nabbing five 2006 Grammy Award nominations, one of which they won.
It also hasn’t stopped the band from making a deal with Converse to design a line of shoes, according to Spin.
One of the band’s flesh-and-blood cofounders, comic book creator Jamie Hewlett of Tank Girl fame, “has designed a series of Gorillaz-themed prints for the Gorillaz Chuck Taylor All Star collection,” Spin reports.
They are due to hit shelves in February, the same month that the NBA All-Star game is scheduled to take place in Orlando. But who knows if that is going to happen or not with the way owners and players are facing off in a collective-bargaining standoff that is getting tenser.Continue reading...
Posted by Shirley Brady on November 7, 2011 12:13 PM
As part of its branded channel original content push announced late last month, Google has signed a major player — Disney.
Disney Mobile is developing original Web series aimed at children for YouTube. The first is based on Where's My Water?, Disney's popular eco-friendly iPhone and iPad app.
"It's imperative to go where our audience is," James A. Pitaro, co-president of Disney Interactive, told the New York Times. With Disney.com not ready to relaunch until next year, the goal, he added, is to "bring Disney’s legacy of storytelling to a new generation of families and Disney enthusiasts on the platforms they prefer."
"It's an acknowledgment that we want to work with the best brands and, yes, we expect this partnership to attract new advertisers," added Robert Kyncl, YouTube’s global head for content partnerships.
Under the terms of the deal, Disney will produce eight original Web series to run on YouTube at any given time.