Posted by Sheila Shayon on September 25, 2013 02:13 PM
Mondelez International is stepping out of the social quicksand with a bold reshaping of its social media strategy following a trial of a Crème Egg campaign that drove the same purchase consideration through Facebook as on television—for a third of the budget.
The initiative, called “Storytelling at Scale,” is a mash-up of curated content and paid-media to engage a new crop of customers that are not yet brand followers, and signals a shift away from banner adverts to a new model that will increase the circulation of branded content.
The company's "Have a Fling" Facebook campaign for the chocolate brand reached over 15 million unique consumers, 90 percent of it's target 18-24 demographic and had 5 million active interactions with the campaign, according to the UK's Marketing Week.Continue reading...
Posted by Mark J. Miller on September 25, 2013 12:45 PM
Having already conquered the sky, the Rovio and its Angry Birds franchise is looking beyond mobile to a future as a fully operational media company. The mobile game juggernaut turned international brand phenomenon has racked up 1.7 billion downloads of its mobile games and lays claim to more than 250 million active users around the world, but those figures only account for one area of the brand's activations.
Back in March, Rovio launched its own online TV network, Toons TV, that features the 53 episodes of the animated Angry Birds Toons. But now the company has announced that it will be adding original programming from other production companies and brands to the network.Continue reading...
Posted by Sheila Shayon on September 23, 2013 06:52 PM
Twitter is in full courting mode as Advertising Week opens up in New York, with its headliner ad product Twitter's Amplify.
Amplify enables brands to sponsor short video replays in real-time on Twitter feeds. "Now we are able to talk about how to make money together and how to give sponsors an interesting two-screen approach to things," said Glenn Brown, Twitter’s executive spokesperson for Amplify, according to the Wall Street Journal.
Amplify’s first network partners include A&E Networks, BBC America, ESPN and Fox Sports. CBS is also making use of the platform, featuring video sneak peaks of several new comedies on the network, along with the launch of #CBSTweetWeek, which will see stars from CBS shows Hostages, NCIS, and others interacting with fans. "We see a connection between increased Twitter activity and increased ratings," Marc DeBevoise, EVP/GM CBS Interactive, told WSJ. "The problem is, we can't tell which is doing which."Continue reading...
Posted by Mark J. Miller on September 23, 2013 03:44 PM
ESPN often calls itself the Worldwide Leader in Sports, and there is no doubt that it is. Its market dominance is unquestioned.
However, in recent months, a few big brands have appeared on the scene ready to make some inroads into ESPN’s longtime rule. NBC has collected its sports content under one roof and scored a big victory when it began airing English Premier League games this season. Fox Sports 1 launched in August and is happy with its progress. “I don’t know how much better it could be going,” Michael Mulvihill, senior vice president, Programming & Research told TheWrap. “We’re very pleased.”
With that in mind, the Disney-owned ESPN is launching a new ad campaign for its flagship program, SportsCenter, that will remind all sports fans who’s boss. The spots will feature fans and pro athletes such as Bubba Watson, Maria Sharapova, RG III, Patrick Kane, and Clayton Kershaw, Deadspin reports, singing the SportsCenter theme song while they go about their lives. According to the Wall Street Journal, this is the first time in about a decade that the sports juggernaut is actually paying to advertise its products on other networks, including DirecTV and Comedy Central.Continue reading...
the revolution will be televised
Posted by Sheila Shayon on September 23, 2013 02:41 PM
There was an air of change lingering over the 65th Emmy Awards last night, an annual celebration of television that host Neil Patrick Harris pointed out, "For our younger audience, that's the thing you watch on your phones."
Netflix took home its first Emmy award last night for David Fincher’s directing of highly-acclaimed drama series House of Cards. Although it only took home one of the 14 primetime Emmy’s that it was nominated for, Netflix still makes history as the first online-only distribution platform to win a big one.
The win is just the latest indication that streaming and original content has the ability to become the new pay-TV, as the company has previously said that its "goal is to become HBO faster than HBO can become us."Continue reading...
media and politics
Posted by Sheila Shayon on September 19, 2013 07:46 PM
Michelle Obama is shamelessly using the power of her pulpit in the best tradition of Dolley Madison, Eleanor Roosevelt and Hilary Clinton, among others.
The First Lady convened a White House summit that focused on food marketing to kids—a move in line with her ongoing Let's Move initiative and support of healthy food consumption. Members of the media and entertainment executives, food industry representatives and public interest group leaders gathered to discuss curbing junk food ads and restricting iconic kids' TV characters from appearing in spots for unhealthy products.
“I’m here today with one simple request and that is to do even more and move even faster to market responsibly to our kids,” and to “empower parents instead of undermining them," Obama said in an address to attendeesContinue reading...
the revolution will be televised
Posted by Mark J. Miller on September 19, 2013 07:07 PM
When the NBA season ended last spring, it seemed inevitable that the Sacramento Kings, a team that had been rumored to be skipping town for years, would finally be sold and moved to Seattle or Virginia Beach or some other place, but Mayor Kevin Johnson—a former NBA player himself—shepherded the team through a sale and a promise for a new arena.
Sacramento Kings fans—however many there actually are—rejoiced. And to thank them, the team will broadcast its first game on October 30 against the Denver Nuggets on ABC with absolutely no commercials, according to ProBasketballTalk.com. The game coming from Sleep Train Arena won’t have one single shout-out for any product, except of course, Sleep Train Mattress Centers.Continue reading...
Posted by Sheila Shayon on September 17, 2013 01:49 PM
The Today Show officially unveiled its new studio look and logo on Monday, finalizing the aesthetic trimmings in its strategy to regain the No. 1 morning news slot.
After being knocked off its 16-year perch by Good Morning America, NBC took several big steps to revamp the morning talk show, especially since it delivers the bulk of profits for the studio's news division. In the course of a month, Studio 1A recieved a complete overhaul—the first update in seven years—that has resulted in a more consistent usage of Today's signature orange hue, as well as a 360-degree rotating anchor desk, LED touchscreens and a roomy sofa area.
Weatherman Al Roker was particularly pleased with his new, larger weather screens. "I love it!" he said. "I think it's America's new living room." Roker will be joined by current co-hosts Natalie Morales and Savannah Guthrie, as well as new host Carson Daly.Continue reading...