Posted by Mark J. Miller on November 29, 2013 01:12 PM
The NBC Universal-owned Esquire Network, which only launched two months ago, isn’t just serving up bro videos for broadcast. It also has created an original program on its website, “Brotherhood,” that features Saturday Night Live veteran Jason Sudeikis, five other cool dudes, and a whole lot of Chivas Regal.
The Scotch whisky is the official sponsor of the web series, so it appears prominently in all 12 of the three- to five-minute episodes that will run through Dec. 15. According to Ad Week, the show is being pushed with “paid ads on Facebook, Google (search), AskMen.com and Playboy.com” and will get placement on Esquire’s on- and offline properties.
The other dudes sipping along with Sudeikis in the “Original Web Series That Celebrates the Modern Gentlemen Movement” include singer Brandon Boyd, chef Max Chow, artist Bryn Mooser, musician Jon Batiste, and hat designer Nick Fouquet. "These are multi-hyphenated gentlemen who are handsome, stylish, and aspirational—men who inspire us to pursue lives of passion and purpose,” said Lisa Eisenpresser, co-founder and head of development at series creator The Story Lab, according to Ad Week. “We document a day in each of their lives and the demonstration of their craft provides a unique visual thread for the series."Continue reading...
Posted by Sheila Shayon on November 11, 2013 03:53 PM
IBM may have made a TV star of Watson, but can he rock? GE's brilliant Brilliant Machines campaign touting the power of the Industrial Internet has spawned Compressorhead—a band of robots that will be performing live in New York's Union Square on Tuesday, Nov. 12. The indie band with its own Facebook and Twitter presence was conceived in partnership with BBDO New York. Now they're being brought to life in a free concert scheduled to run from 1:00 p.m. through 8:00 p.m.
Hailing from Germany (as GE's blog post quipped, "Move over, Kraftwerk"), Compressorhead is comprised of three 5 foot tall humanoids—drummer Stickboy, bassist Bones and lead/rhythm Fingers—rendered from scrap metal, with heavy metal music such as Pantera covers via Midi, and moves aided by electro-pneumatics.Continue reading...
Posted by Dale Buss on October 2, 2013 01:42 PM
The Harlem Globetrotters could have new bounce on the court, at home and abroad, after they were purchased this week by the company that runs Silver Dollar City, Dollywood, Stone Mountain Park, Newport Aquariums and other popular middle-American theme parks.
Norcross, Ga.-based Herschend Family Entertainment bought the iconic basketball-and-entertainment showcase from the Shamrock private equity group for an undisclosed amount. Herschend CEO Joel Manby told brandchannel that he expects the transaction to be transformational for the Globetrotters brand as well as for some of Herschend's own attractions brands.
"We have exactly the same mission," Manby said, "which is to create wholesome intergenerational products. We've built a strong enterprise doing that, as have they. The Globetrotters can broaden our reach with a great brand in multiple media."Continue reading...
Posted by Dale Buss on September 10, 2013 03:47 PM
It's one thing for customers of Mrs. Field's Cookies to give advice to the brand. But can rank-and-file American car buyers really help a brand like Mazda in a business where lead times for changes can be measured in years, not weeks?
OWN watchers can judge for themselves when Oprah Winfrey's network features Mazda on Thursday in the latest installment of its reality series, The Customer Is Always Right. But a Mazda executive told brandchannel that the week spent by the show's protagonists, Tommy and Darla, at Mazda's R&D operations already has helped the brand.
"Our engineers can tend to focus on features and appearance, not uses and benefits," said Robert Davis, senior vice president of US operations. Interacting with focus-group members Tommy, a Mazda owner, and Darla, a skeptic of the brand, for the documentary "focused our group on how our product is actually used. And that was actually a very good lesson for them, because sometimes we get tripped up on whether a feature matches or beats a competitor, or how it looks. But the customer owns this vehicle for three or five or eight years and is using it over and over."Continue reading...
Posted by Sheila Shayon on July 29, 2013 07:14 PM
Intel and Toshiba are at it again with their second social film, The Power Inside, set for launch on Facebook on August 15. The six-episode series, which follows a pending alien invasion from an evil, mustached race allows fans to jump in on the action via social media.
The technology partners invite consumers to audition for a part in the branded entertainment campaign via Facebook, where users can snap a photo of their face and superimpose a mustache (for men) and unibrows for women.Continue reading...
Posted by Abe Sauer on July 11, 2013 10:46 AM
It used to be enough for an upcoming movie's marketing department to slap together a viral video of, say, an African ape shooting an AK-47. Not anymore.
Now, a multi-component, viral marketing campaign rollout is a must-have for any film. For instance, Men in Black 3 partnered with Weekly World News and a blogger to create an alien conspiracy.
What has become a common feature of almost every big Hollywood sci-fi film is a site purporting to be "from" the film's story. Think 2012's Total Recall welcometorecall.com, Monster University's Monster University, Man of Steel's Deep Space Radio Wave Project, The Dark Knight's Ibelieveinharveydent.com or Prometheus' Peter Wayland "TED Talk."Continue reading...
Posted by Abe Sauer on July 3, 2013 10:38 AM
It's not a collapsible bong coffee thermos, but for fans it may be the next best thing. Cult hit "horror" film The Cabin in the Woods is set to become a real-life experience, according to the Hollywood Reporter.
At Universal Orlando, a Cabin in the Woods haunted house was just announced for the 23rd annual Halloween Horror Nights lineup of haunted houses, which will be open to park visitors from Sept. 20 to Nov. 2nd.
The creepy attraction—based on the Lionsgate (not Universal) movie—joins a long line of branded entertainment popping up at theme parks. Along with the hugely successful Wizarding World of Harry Potter park, branded attractions include the Macy's Holiday Parade, Transformers: The Ride 3D, The Simpsons Ride, Shrek 4D, Men in Black Alien Attack, Terminator 2: 3D, ET Adventure, Curious George Goes to Town, and Twister… Ride It Out..Continue reading...
Posted by Dale Buss on May 23, 2013 10:39 AM
The US Army wants to show potential recruits what it means to be "Army Strong." Just as the largest branch of the American military has pretty much stayed apace with advertising genres in the four decades since it became an all-volunteer force, the Army is now launching a reality-type branded-content TV series to relay that message in a different and thorough way.
Enlisting actor Ricky Schroder and his production company, the US Army has produced "Starting Strong," a series that follows 10 young men and women visiting Army installations such as Fort Bragg and Fort Sam Houston and finding out from soldiers about different military occupational specialties as they consider whether to join the force, according to the New York Times.
"We still have to advertise," Mark Davis, deputy assistant secretary of the Army for marketing, told the newspaper. "Everything's changing, and we can't depend on TV commercials, print and radio anymore." As the young people who are its recruiting targets increasingly "watch TV for content" and avoid commercials, he said, "we had to find a way to become content."Continue reading...