branded entertainment

Branded Content Watch: Hate On Spirit, Gillette Shaves, BMW Sails and more

Posted by Abe Sauer on July 11, 2014 04:55 PM

DI-Cry: Chilean home improvement brand Sodimac punches you in the heart with its emotional ad about a dad and his daughter. But if after 10 seconds you feel your cold, cynical heart taking over again, we've got something perfect for you below.

Haterz 'Gonna Advertise: Give Spirit Air some credit for carrying around their brand's cajones in a dump truck. The airline's new campaign—found at hatethousandmiles.com—encourages exasperated travelers to "unleash the hate" on social media about Spirit Airlines. (The sub-text: "Or maybe you’re one of our fans—feel free to share some love, too.")Continue reading...

sporting brands

World Cup Branding: adidas Animates Argentina v Holland Semi-Final

Posted by Shirley Brady on July 9, 2014 11:14 AM

No confirmation on adidas signing on to replace soccer-bullish Nike as Manchester United's official kit-maker, but the FIFA sponsor just released an animated video ahead of the Argentina vs. Holland semi-final with its "all in" tagline: "Messi or RVP. Robben or Di Maria. Destiny is at their feet. This is the World Cup semi-final. It's now or never. all in or nothing."

Check it out below, along with the adidas #VAMOSLEO Lionel Messi app (vs. the Nike football app), McDonald's #FryFutbol recap of Brazil's crushing defeat by Germany, and more sports branding headlines.Continue reading...

campaigns

Newcastle Brown Ale Touts July 3rd Holiday That Might Have Been

Posted by Shirley Brady on July 4, 2014 03:13 PM

The campaign: In a similar vein to Newcastle Brown Ale's tongue-in-cheek Super Bowl Mega Huge Football campaign with actress Anna Kendrick and former NFL player Keyshawn Johnson, this Fourth of July effort aims for the funnybone with two British celebrities—comedian Stephen Merchant and actress Elizabeth Hurley—and American actor Zachary Quinto of Star Trek fame. Web extras look at other ways (names, Mount Rushmore, English muffins, cabs) life might have been different.

The pitch: Newcastle makes the case that America would be better off if it had never split from Mother England in a continuation of last year's Independence Eve campaign: "Imagine how great it could have been. And imagine how much beer we could have sold. IfWeWon.com." Diluting the impact of the social marketing, there are two hashtags: #IfWeWon and #IndependenceEve. A Twitter typo in the latter likely didn't help.

The response: As with any celebrity-based effort, the brand hoped to target fans. Yet the celeb with the biggest social following didn't have the biggest pull.Continue reading...

campaigns

Chevrolet Wishes America a Happy 4G of July and Summer of Road Trips

Posted by Shirley Brady on July 4, 2014 12:24 PM

The campaign: Chevrolet is saying "Happy 4G of July" with a series of spots promoting its new line-up of 4G LTE and Wi-Fi enabled vehicles. According to GM's press release, the Chevrolet brand is rolling out the largest deployment of vehicles with built-in 4G LTE Wi-Fi in the US this summer, kicking off this Fourth of July weekend. The Connected by OnStar 4G platform, which includes a vehicle health monitor app, debuted at CES in January and will eventually bring LTE connectivity powered by AT&T to all Chevy vehicles.

The pitch: How wireless technology enhances car road trips (in Chevrolet vehicles, in this case, although GM is promoting Wi-Fi across its auto brands) with sharing, knowledge on the go, connectivity and good times: "Bring your friends along for the ride. Chevrolet, the first and only car company to bring 4G LTE Wi-Fi to cars, trucks and crossovers." The hashtag, #TheNewIndependence, extends on the automaker's broader "The New" campaign.

The launch: Timed to Fourth of July festivities across America, where Chevy is sponsoring free wireless web access at Philadelphia's fireworks event, the spots will also run on TV, in cinemas and in GoGo Wi-Fi enabled flights. In addition to spots targeting Hispanic and African American consumers, Chevrolet also will leverage the Guinness International Champions Cup match between Manchester United and Real Madrid on August 2 at Michigan Stadium.

Watch the spots below.Continue reading...

creative snack

Google Cube Debuts With Six-Sided Interactive Video

Posted by Mark J. Miller on July 4, 2014 11:36 AM

When MTV launched, the first video it aired was The Buggles’ "Video Killed the Radio Star." While that hasn’t exactly come true, video innovation is a must for anyone trying to make it in the digitally-driven music biz these days.

Now Australian electronic duo The Presets have taken the art of the music video and multiplied it by six. (It’s not quite the "11" Spinal Tap was looking for, but it will have to do.)

The Presets have partnered with Google Play to debut the first six-sided music video via Google Cube, a technology created by Google’s Creative Lab team in Sydney. The Cube, which makes its debut with this interactive experiment, plays six different versions of the song "No Fun" simultaneously.Continue reading...

branding together

Manchester United and Chevrolet Tease New Uniforms

Posted by Mark J. Miller on July 2, 2014 04:03 PM

While the World Cup continues on through its dramatic knockout stages in Brazil, the rest of the football world goes about its offseason business, such as deciding what players to sign and trade.

For Manchester United, the third most valuable soccer team worldwide according to Forbes, it also includes the introduction of a new Chevrolet-sponsored uniform.

While team and its GM-owned sponsor aren't ready quite yet to show off what the new jerseys will look like beyond a peek at the Nike logo and club crest, they're building up expectations with a teaser video to remind fans that no matter what brand name is on the front of the shirt.

As star striker Wayne Rooney tells the camera, "This shirt belongs to you. Always has. Always will."Continue reading...

branded entertainment

Branded Content Watch: Newcastle, Oreo, Dell and more

Posted by Abe Sauer on June 30, 2014 01:07 PM

The Special (Drunk) Relationship: There is a lot to consider in an alternative history that examines what would have happened if the British won the Revolutionary War. But Newcastle is only interested in one detail: What beer would America be drinking? (Hint: Newcastle.)

In the spot, Ricky Gervais-collaborator Stephen Merchant examines what could have been for the British brown ale across a Newcastle microsite www.IfWeWon.com.Continue reading...

video killed the _____ star

YouTube Puts Creator Community at Center of Site Updates

Posted by Mark J. Miller on June 30, 2014 11:22 AM

Content is often said to be king, and YouTube knows it. That's why the video giant is heavily investing in new features for its creator community, many of whom make a living off of their online personalities. 

YouTube CEO Susan Wojcicki announced a slate of new features at Vidcon late last week that could prove especially beneficial to its creators, such as a virtual tip jar that allows viewers to contribute up to $500 to a specific account. The site is also allowing for a direct line between YouTube and crowdfunding sites, and revealed a new mobile app that allows creators to track and manage metrics for their videos, as well as a much larger sound effects library. 

“It’s a focus of mine to bring more revenue to the YouTube ecosystem,” said Wojcicki, who took over the job less than six months ago, according to Variety. She's also spearheading another initiative to make the site more global, including crowdsourcing video translations.Continue reading...

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