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March 25, 2007No Comments

ON:Lonelygirl15 & Ice Breakers

http://flash.revver.com/player/1.0/player.swf

Here is a shout out to the our Ice Breakers Team! Straight from MediaWeek!

Last week it was the Ice Breakers Spring Break (WatchandWhoa.com) this week Ice Breakers emerges on Lonelygirl15, the
pseudo-video diary that became a YouTube phenomenon last year, has
signed its first major product placement deal with Hershey’s for its
Icebreakers Sours Gum brand.

In a video posted on March 20 on the official
Lonelygirl site, Lg15.com, the show’s main character Bree is seen
offering her friends a piece of Icebreaker’s gum, and a closeup of the
product is shown. The sponsored episode of scripted teen drama is
slated to eventually be featured on YouTube and other video-sharing
sites in the near future, said officials.

This level of product integration marks one of the
more sophisticated examples of branded entertainment to emerge from the
rapidly-evolving world of amateur-created online video.

Related Posts:

ON:Lonelygirl15 & Ice Breakers via @jpenabickley

March 25, 2007No Comments

ON:Lonelygirl15 & Ice Breakers

http://flash.revver.com/player/1.0/player.swf

Here is a shout out to the our Ice Breakers Team! Straight from MediaWeek!

Last week it was the Ice Breakers Spring Break (WatchandWhoa.com) this week Ice Breakers emerges on Lonelygirl15, the
pseudo-video diary that became a YouTube phenomenon last year, has
signed its first major product placement deal with Hershey’s for its
Icebreakers Sours Gum brand.

In a video posted on March 20 on the official
Lonelygirl site, Lg15.com, the show’s main character Bree is seen
offering her friends a piece of Icebreaker’s gum, and a closeup of the
product is shown. The sponsored episode of scripted teen drama is
slated to eventually be featured on YouTube and other video-sharing
sites in the near future, said officials.

This level of product integration marks one of the
more sophisticated examples of branded entertainment to emerge from the
rapidly-evolving world of amateur-created online video.

Related Posts:

ON:Lonelygirl15 & Ice Breakers via @jpenabickley

February 9, 20075 Comments

ON: Bud.TV

Picture_4_6

Fresh off their USA Today Super Bowl advertising poll victory, Budweiser has flipped the switch on Bud.tv.  This might turn out to be one of the biggest stories
in advertising this year. Anheuser-Busch will spend over $30 million
this year on this online video network.

The site would be on my top 10 in the usability category if the age verification actually worked.

Picture_3_16

Once you call the toll free number and get an access code because the flawed age verification system in place did not let you in despite being in your mid-30's...the site uses video in an exciting way.

The site is easy to use and features short films like “Finish Our Film”.
This mash-up of reality show and making-of-a-film documentary produced
by LivePlanet, Matt Damon and Ben Affleck’s production company.  Not
surprisingly most of the videos lean towards 25-year guy humor with
high art concepts like “Replaced by a Chimp” in which a chimp tries to
do a real job.

This is a new play on one of the oldest tactics in marketing known
as branded entertainment. P&G started it in the age of radio with
the soap opera. There have been
many attempts by marketers to create content online that provides a
contextual envelope to advertise their brands some have done a great job (The Rookie & 24) some have failed miserably.  Success is always found in the story that they brand tells.  A-B's Bud.tv is the
most ambitious.

A-B intends to tread carefully in how they promote their brands.
They are acutely aware of how easy it would be turn off their audience
with excessively blatant promotion. You’ll know it’s for Bud brands but
it will be subtle s, so they say. 

As many of you know, I am a huge advocate of branded entertainment and relevant content.  But then I factor in the ROI or the impressions model as a layer to be considered.

  • $30 million is about 5% of A-B’s ad budget. 
  • Their goal
    is to reach 2-3 million 21-34 year-old guys per month.
  • Lets give an educated guess as to streams -24-36
    million exposures per year
  • That works out an average of $1 to get
    each customer to spend time with them.

Compared to a 30 sec spot
on the Super bowl that’s expensive. But is it really? 
How might we begin to measure the engagemnt model for this form of advertising?  It would be nice to see an equation that factors in an average of 16 minutes of engagement for each consumer who will spend
lots of time on Bud.tv, giving A-B the opportunity to put lots of ad
exposures in front their customers.

What are your thoughts?

ON: Bud.TV via @jpenabickley

December 14, 20061 Comment

ON: AOL & MSN Getting Busy

Picture_5_6
In the rush towards meaningful content provision online, the big
hitters are heading in some intriguing directions. If you can feel your
brains melting out of your ears from an overdose of YouTube’s cats on trampolines and could do with something slightly more cerebral for a change, read on.  This week, AOL took the next step forward with a website that will distribute documentaries. The website, dubbed AOL True Stories, will offer titles before theatrical release and between cinema and DVD release.  http://video.aol.com/video-category/true-stories/2546

The
site's current library of twenty films is available to stream,
download-to-own and buy as a DVD, and will accompany community forums
where viewers can share their perspectives through blogs, live chats,
message boards and video posting. Additionally, filmmakers can maintain
a blog to communicate with viewers regarding different aspects of their
film. Jordan Kurzweil, VP of development and
production at AOL programming, commented at launch: ‘We're hoping to
create great conversation online where people will debate about films.’

Launch titles include the controversial 1998 Oscar nominee ‘Waco: Rules of Engagement’ and ‘Shadow Company’,
which examined the role of private security firms in post-occupation
Iraq. Three new titles will be added each month, with this rising to as
much as twelve when the site is established. Revenue will be generated
from 30-second ads at the beginning of a film, which will be shared
with distributors as well as filmmakers.

Picture_3_10
Following the unpopularity of Amazon’s film download service ‘Unbox’, the terms of which popular blog BoingBoing
likened to telling customers to ‘eat shit and die’, AOL’s integrated,
sensitive and targeted approach to this area could be a well needed
tonic. So – if you’re fully intending to watch something meaningful on
TV when you get home tonight but know full well that the hours between
7 and 10pm will be spent watching Friends on DVD, get your brain engaged early on with this video on demand service.

At the same time, Microsoft has been busy, unveiling the new Vista operating system, the much anticipated Zune, plus myriad additions to their Live Search service. The latest of these is the announcement of an online library to digitise the world’s books – a claim made by rivals Google not 5 months ago. The service, Live Search Books,
will apparently attempt to make ‘the reading experience as natural as
possible’. Using their blog to both make the announcement and respond
to comments, an unnamed Microsoft spokesperson said: ‘The US beta
launch of Live Search Books is a big step forward in advancing the way
people discover information through the integration of content that has
been off-limits to the traditional search experience, until now.’ http://blogs.msdn.com/livesearch

Picture_4_5
Books
online is a tricky one – whilst we can see what it would add to the
search experience, we can’t see the pleasure of curling up in an arm
chair with an actual hard copy and a glass of wine/bar of
chocolate/disgruntled moggy disappearing just yet. However, as Ferris Bueller once said – life moves pretty fast, and we’d be the last person to resist change. Hand that Sony Reader over here. www.learningcenter.sony.us/assets/itpd/reader

ON: AOL & MSN Getting Busy via @jpenabickley

December 14, 20061 Comment

ON: AOL & MSN Getting Busy

Picture_5_6
In the rush towards meaningful content provision online, the big
hitters are heading in some intriguing directions. If you can feel your
brains melting out of your ears from an overdose of YouTube’s cats on trampolines and could do with something slightly more cerebral for a change, read on.  This week, AOL took the next step forward with a website that will distribute documentaries. The website, dubbed AOL True Stories, will offer titles before theatrical release and between cinema and DVD release.  http://video.aol.com/video-category/true-stories/2546

The
site's current library of twenty films is available to stream,
download-to-own and buy as a DVD, and will accompany community forums
where viewers can share their perspectives through blogs, live chats,
message boards and video posting. Additionally, filmmakers can maintain
a blog to communicate with viewers regarding different aspects of their
film. Jordan Kurzweil, VP of development and
production at AOL programming, commented at launch: ‘We're hoping to
create great conversation online where people will debate about films.’

Launch titles include the controversial 1998 Oscar nominee ‘Waco: Rules of Engagement’ and ‘Shadow Company’,
which examined the role of private security firms in post-occupation
Iraq. Three new titles will be added each month, with this rising to as
much as twelve when the site is established. Revenue will be generated
from 30-second ads at the beginning of a film, which will be shared
with distributors as well as filmmakers.

Picture_3_10
Following the unpopularity of Amazon’s film download service ‘Unbox’, the terms of which popular blog BoingBoing
likened to telling customers to ‘eat shit and die’, AOL’s integrated,
sensitive and targeted approach to this area could be a well needed
tonic. So – if you’re fully intending to watch something meaningful on
TV when you get home tonight but know full well that the hours between
7 and 10pm will be spent watching Friends on DVD, get your brain engaged early on with this video on demand service.

At the same time, Microsoft has been busy, unveiling the new Vista operating system, the much anticipated Zune, plus myriad additions to their Live Search service. The latest of these is the announcement of an online library to digitise the world’s books – a claim made by rivals Google not 5 months ago. The service, Live Search Books,
will apparently attempt to make ‘the reading experience as natural as
possible’. Using their blog to both make the announcement and respond
to comments, an unnamed Microsoft spokesperson said: ‘The US beta
launch of Live Search Books is a big step forward in advancing the way
people discover information through the integration of content that has
been off-limits to the traditional search experience, until now.’ http://blogs.msdn.com/livesearch

Picture_4_5
Books
online is a tricky one – whilst we can see what it would add to the
search experience, we can’t see the pleasure of curling up in an arm
chair with an actual hard copy and a glass of wine/bar of
chocolate/disgruntled moggy disappearing just yet. However, as Ferris Bueller once said – life moves pretty fast, and we’d be the last person to resist change. Hand that Sony Reader over here. www.learningcenter.sony.us/assets/itpd/reader

ON: AOL & MSN Getting Busy via @jpenabickley

November 26, 2006No Comments

ON:Seven Marketing Predictions for 2007

1) An ongoing emphasis on “engagement.” Continuing
to insert itself between traditional marketing activities and an
increasing demand for return-on-investment assessments, engagement will
occupy a good deal of marketers’ and advertisers’ attentions. As we predicted last year, a joint task force from the Association of National Advertisers, the Advertising Research Foundation, and the American Association of Advertising Agencies
offered up the following definition this year: “turning on a prospect
to a brand idea enhanced by the surrounding context.” While that’s a
passable (and all-inclusive) first-step definition, watch closely for
more-precise, category- and brand-based definitions and metrics.

      

2) More reliance on consumer-generated content.  Accompanying the search for real consumer engagement will be increased reliance by marketers such as Nissan, JetBlue, Chevrolet, and MasterCard
on consumer-generated content. Consumer-generated content will awaken
marketers to certain values or trends--but it will carry its share of
drawbacks as well. The first will be a sudden and disturbing
recognition that there is no standard between paid and nonpaid
consumption, and that there are no norms when it comes to the extent to
which the content is wholly created by consumers or assisted by
marketers. This will have repercussions in regard to agency-marketer
relationships. The second will be a tacit acknowledgement that just
because content is “consumer generated” doesn’t mean that strategy, creativity, or engagement will be represented, let alone attained, which will add further import in creating authentic (and predictive) engagement metrics.

      

3) More, more branded entertainment. Popular culture, with
its rabid consumption of music and technology, will see market and
brand leaders leverage plugging in as a method for customizing
entertainment and selling products. Watch for companies such as Burger King and Anheuser-Busch
to return to the 1950s advertising-entertainment model, in which brands
produced more of the entertainment options themselves in order to
maintain control of environment and engagement opportunities and as a
way of highlighting increased contributions of consumer-generated
content.

4) Media planning will become more “touch point” focused.
More marketers will begin to realize that “above the line,” “below the
line,” and “new media” may help to define media types, but planning
will be based on being able to identify the following:

a) which touch point will best reinforce brand values,
b) where the brand + media touch-point equation identifies real ( and
relative) levels of consumer engagement—with the brand really profiting
from the exercise (see a), and
c) where the plan results in a seamless and continuous conversation between the brand and the target audiences.

5) Using technology and engagement to better communicate with consumer expectations.
Consumer expectations in all categories will continue to grow. Brands
are barely keeping up with customer expectations. Watch for smart
marketers to take advantage of unfulfilled expectations via such values
as "convenience" and "customization." More and more marketers such as JPMorgan Chase and Bank of America
will rely upon Websites and high-tech capabilities to accommodate these
values and differentiate themselves from the competition.

6) Expanding the potential of Websites, blogs, and the digital world.
Engagement concerns and attempts to meet or exceed customer
expectations will fuse and be most observed online and digitally. Watch
for increased development of blogs and Websites beyond propaganda,
information, and use as an electronic cash register toward the creation
of "communities of ones.” The digital world—including RSS feeds,
mash-ups, and virtual worlds—will accelerate consumer control and how
consumers access content. Companies such as Expedia, Google, and Wells Fargo
are at the forefront of this trend, which will enable more consumers to
find new ways of applying the basic infrastructures that marketers are
propagating.

7) Innovation and loyalty will matter more. What is clear is that the ever-expanding universe of brands will need an informed action plan—like those of Apple and Starbucks—that
makes sense to people on the brand side of the equation and accurately
tracks what people on the consumer side really feel, really want, and
really do with their loyalty and their dollars. In the face of
increased lack of differentiation, only innovation and increased level
of loyalty will actively guarantee a positive bottom line and increased
profitability in 2007.

ON:Seven Marketing Predictions for 2007 via @jpenabickley

November 15, 2006No Comments

ON: Brands That Produce Their Own Shows

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Marketers have found a new way to try to keep viewers from tuning out:
offer them TV shows, movies and online programming created by the
marketers themselves, often with help from their advertising agencies. These new offerings, the marketers  hope, will be entertaining enough to endear viewers to the brands behind them.

Burger
King, for example, is making a feature-length film that may star — no
surprise here — the “King” character of its ad campaign. Office Max
recently created a show on the ABC Family channel. Anheuser-Busch plans to start a seven-channel TV network online, called BudTV.

“It’s
the exploration of sort of a new world,” said Doug Powell, chief
integrator of Maiden Lane, an advertising agency. “Clients would love
to have a way for customers to be able to participate with their brands
more often and not have to rely on the traditional media world.”  Marketers have become alarmed as consumers increasingly bypass commercials using digital video recorders like  TiVo, and spend more time flipping among a wide array of television networks, Internet sites and video games.

Read more at NY Times >>

ON: Brands That Produce Their Own Shows via @jpenabickley

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