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The Week In Branded Content (7th Dec)

The Week In Branded Content (7th Dec)

“The language used around video advertising needs to get more advanced. Customers have never massively enjoyed advertising but they’ve always understood that there’s a value exchange somewhere along the line. The dynamic is changing around the amount of content you get versus the amount of advertising you receive, which is where we need to find a balancing act”

– – Nick Palmer / MediaCom

 

 

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100,000 weapons turned into Knife Angel sculpture

A 26-foot high (8m) sculpture made out of knives and intended as a tribute to victims of knife crime is nearing completion. The 100,000 weapons forming the Knife Angel have either been confiscated or surrendered to police. It’s been made at the British Ironworks Centre at Oswestry, Shropshire.
Victims’ families have had messages engraved on the wings.

BY BBC

 

 



Celebrating Japanese Christmas in Portland

Christmas is an extra sweet time of year for Mio Asaka. Through her bakeshop in Portland, Oregon, Mio brings her Japanese heritage to life through traditional holiday treats baked for all to enjoy. This year, she’s got a special guest and kitchen helper in Nico Tortorella. Together, they prepare a special Christmas meal, including sushi, karaage (Japanese fried chicken) and, of course, Japanese Christmas cake. For Mio, there’s no sweeter way to connect with others than through dessert.

 

BY Great Big Story

 

 


 



SC Johnson CEO On Why The Issue Of Ocean Plastic Is Solvable

As an avid open ocean diver, H. Fisk Johnson III, the fifth-generation leader of SC Johnson ― has been especially affected by what he calls one of the biggest issues of our time: marine pollution. Namely, the way the plastics that many companies use to package their products — SC Johnson included — end up in the world’s oceans.”

 

BY RYOT Studio

 

 



Top 10 Branded Content Wins of 2018

When mealtime’s a blast, little ones take more bites. Moms and dads, choose from 3 features led by a tiny talking sprout, Sophie: 1) Songs. Get your little one munching along to fun songs about healthy foods like an Italian folk song about chickpeas or a funk song about oatmeal. 2) Mealtime adventures. Turn your spoon into an adventure machine by taking it on trips like the classic “Here comes the airplane.” 3) Eat a pouch with Sophie. She counts and celebrates sips one by one. The next time it’s mealtime, just say, “Alexa, open Sophie Sprout.”

 

By Sophie Sprout

 

 

 



In the rush for ‘more’ video content, brands are forgetting basic marketing: The Drum and JW Player panel

6 seconds? 15 seconds? A movie? Animation? There have never been more opinions flying around on what brand video needs to succeed. The Drum, in association with JW Player, invited industry experts to a panel discussion to look at how the world of video is evolving and where it is headed. The length of video content might have become something of an obsession for the industry, but for most consumers advertising is off-putting “regardless of its length” according to Roslyn Shaw, managing director at Alpha Grid.

 

BY Complex

 

 


Marketing Through Smart Speakers? Brands Don’t Need to Be Asked Twice

Heading into last year’s holidays, marketers at HBO were eagerly experimenting with how to use technology like augmented reality and virtual reality to promote their shows. But then, celebrating with their families across the country, they watched as everyone from children to elderly aunts unwrapped smart speakers from Google and Amazon and started barking orders.

 

BY Sapna Maheshwari

 





 

 


TV’s Next Commercial Break Might Be the Pause in Your Binge

TV viewers may dislike commercial breaks, but Madison Avenue soon hopes to get them to watch ads during a very different kind of interruption. Coca-Cola struck advertising gold in 1929 by introducing the slogan, “The Pause That Refreshes.” In 2019, there is new hope in a similar concept: a refreshing pause that carries a word from a sponsor. Consumers have more power these days to avoid ads that get in the way of the viewing of their favorite shows, but maybe — just maybe — they will show interest in commercials that come on screen during interludes of their own choosing from long streaming sessions or on-demand playback.

 

BY BRIAN STEINBERG

 

 



Apple Music Unveils Its Top 100 Songs and Albums for 2018

Apple Music today unveiled its most-streamed songs and albums of 2018 — and not surprisingly, Drake was at the top of both lists (and had 3 of the Top 5 songs). Just an unsurprisingly, both lists are dominated by hip-hop, pop and R&B. The company also included its editorial selections for artist, breakout artist, song and album of the year.

 

BY JEM ASWAD

 



 

 


The Battle for Amazon HQ2 Was a Con

I’m on the West Coast to meet with the CEO of global tech firm, see my dad, and spend a few days in LA. In addition, I’m doing a bunch of meetings about if and how The Four becomes a documentary, movie, podcast… dinner theater?

 

BY Scott Galloway

 

 

 

 

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The Week In Branded Content (June 8th)

The Week In Branded Content (June 8th)

““The principal is not to force people to work exclusively together on projects that are ad-funded programming, because I don’t think we’ve arrived at a good model for branded content, most of it is pretty bland. But if you took the very top people in the ad world, and put them in a room with some of the people who have created the most interesting TV shows, then I think in terms of influencing and supporting each other in a Pixar-style, peer review approach, we’ve got a better chance of coming up with ideas that can cut through in markets that are quite separate”

– David Abraham – Wonderhood Studios

 

 

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THE LEGO MOVIE 2 TRAILER ANSWERS FANS’ BIGGEST QUESTION/strong>

It’s been four years since the improbably successful The LEGO Movie introduced moviegoers to its crossover world mashup that featured the debut of Emmet, Wyldstyle, and Unikitty alongside LEGO Batman, Superman, Wonder Woman, and more familiar faces re-imagined through the lens of everyone’s tiny interconnected bricks. How can the aptly named sequel, The LEGO Movie 2: The Second Part, possibly follow up on the first film’s story? You don’t have to wait until 2019 to find out. Today’s Nerdist News dives into The LEGO Movie 2‘s trailer for answers!

BY Nerdist

 

 



Kanye West Announces Album Listening Events in Brooklyn, Chicago, Miami

Kanye West made headlines last week by holding a listening session at the Diamond Cross Ranch near Jackson Hole, Wyoming, for his new seven-track album, “Ye,” and flying in several hundred media and radio types, DJs and celebrities for the event. The star-studded event was enough to make many people forget that he’s got another album coming — this one a collaboration with longtime associate Kid Cudi called “Kids See Ghosts” — on Friday. And on his website early Wednesday morning, West announced events in Miami and Chicago taking place tonight, with another in Brooklyn tomorrow. Few other details were included other than a link to RSVP.

 

BY Jem Aswad

 

 


 



The Toys That Made Us: Netflix’s show will make you rethink your childhood

 

BY Stuart Heritage

 

 



Is this his most daring stunt EVER? Tom Cruise becomes the first actor to perform a dangerous HALO parachute jump from 25,000ft for his role in ‘Mission: Impossible – Fallout’

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A man died while climbing Mount Everest in a cryptocurrency publicity stunt gone horribly wrong

In May, social network ASKfm organized a publicity stunt to draw attention to their forthcoming cryptocurrency offering.

In the cryptocurrency community, where initial coin offerings, or ICOs, are becoming increasingly ubiquitous, companies have begun to set themselves apart through attention-seeking, often bizarre publicity stunts.

To attract the public’s interest, ASKfm tasked four cryptocurrency enthusiasts with the audacious mission of scaling Mount Everest to bury two hardware wallets containing $50,000 worth of the company’s tokens, ASKT, at the summit. The wallets could later be retrieved by someone brave enough to scale the mountain and find them, ASKfm suggested.

 

BY Zoë Bernard

 

 


American tech giants are making life tough for startups

IT IS a classic startup story, but with a twist. Three 20-somethings launched a firm out of a dorm room at the Massachusetts Institute of Technology in 2016, with the goal of using algorithms to predict the reply to an e-mail. In May they were fundraising for their startup, EasyEmail, when Google held its annual conference for software developers and announced a tool similar to EasyEmail’s. Filip Twarowski, its boss, sees Google’s incursion as “incredible confirmation” they are working on something worthwhile. But he also admits that it came as “a little bit of a shock”. The giant has scared off at least one prospective backer of EasyEmail, because venture capitalists try to dodge spaces where the tech giants might step.

 

BY Economist.com

 





 

 


‘Jurassic World’ Virtual Reality Experience to Debut at Dave & Buster’s

VRC and Universal’s VR production could roll out to additional venues as well as internationally.
Universal, The Virtual Reality Company (VRC) and Dave & Buster’s restaurant and entertainment chain are taking a giant step into the location-based virtual reality business with the launch of Jurassic World VR Expedition, a multiplayer experience that give fans of the movie franchise an awesome chance to roam alongside dinosaurs.

 

BY Carolyn Giardina

 

 



WHAT BRANDS, AND BARNEYS, GOT OUT OF THE RETAILER’S EXPERIENTIAL ‘THE DROP’ WEEKENDS IN NEW YORK AND LA

Last fall, when fashion’s adoption of the streetwear-beloved “drop” release method had just begun to accelerate, Barneys demonstrated that, for a luxury department store, it had its finger pretty close to the pulse by launching a new event called The Drop in partnership with Highsnobiety. For one October weekend at its Madison Avenue flagship in New York, the retailer released collections from a bevy of streetwear and streetwear-adjacent brands every hour on the hour. Guests could also mingle with designers like Virgil Abloh (who also DJed), Heron Preston and Jerry Lorenzo and get tattoos from JonBoy and piercings by J. Colby Smith, as well as take in panel discussions on relevant topics.

 

BY Dani Mau

 



 

 


The Battle for the Soul of Advertising Will Affect Everything

If you’ve been anywhere near Instagram over the past week, you will probably have noticed that your feed has been extremely royal-wedding heavy, with people all over the world sharing sweet photos of the new Duke and Duchess of Sussex. And, for the fashion brands involved in the big day, this has meant plenty of free coverage. InfluencerDB – an influencer marketing and management platform – has calculated the financial figures behind the free advertising the fashion houses received on Instagram over the weekend (via WWD), and the numbers are fairly staggering.

 

BY Amy de Klerk

 

 

 

 

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