The Week In Branded Content (2nd Feb)

The Week In Branded Content (2nd Feb)

The people who are most stuck in the world are those who see hegemonic positions now and don’t believe that now can be disrupted — despite the fact that what exists now only exists because everything’s been disrupted. At the beginning of my career, the hegemonic position was held by ITV and the big commercial broadcasters. Then it was held by this display triumvirate of Yahoo, MSN and AOL and, separately, search by Google. And it took quite a long time to get here.”

– – Rob Norman – Chef Digital Office / Group M






Pharrell Williams x Louis XIII: Song of the century

Multi-award-winning musician, record and film producer and multimedia owner Pharrell Williams journeyed to Shanghai for the performance of a song he had written. Unlike his normal work, this was commissioned for a one-off performance by the French cognac house Louis XIII to highlight the dangers of climate change. Referencing the fact that Louis XIII is an intricate alchemy of up to 1,200 eaux-de-vie, the cognac makers decided to ask Williams to create a work that would be played to an audience of 100 select guests, once only. Recorded onto a “vinyl” disc made from the clay of the Cognac region, this track was then placed in a safe, to be opened and played again in a century’s time, but only if global warming has not caused the waters to rise so much that the safe and the record are destroyed. Here, we talk to Williams to find out more:

BY The Week



Floyd Mayweather Trolls Conor McGregor On Twitter — And Teases A Fight In The Octagon

Floyd Mayweather keeps saying he’s retired from fighting. He also can’t stop trolling Conor McGregor on social media. And on Tuesday, he teased the possibility of meeting the UFC star in the Octagon.


BY Josh Katzowitz




Elon Musk has now sold over $4 million worth of flamethrowers

Elon Musk has sold over $4 million worth of flamethrowers. The Boring Company is selling one flamethrower for $500 (plus tax), and Musk has been tweeting milestones as they’ve hit.

Musk sold 1,000 units in the first three hours between the night of January 27th and the early hours of the 28th, according to his tweets. He sold another 2,000 during the day, with that number reaching 7,000 early this morning. At the rate they’re selling, it’s safe to assume Musk has cleared the $4 million mark (or 8,000 flamethrowers). Musk is selling a total of 20,000 flamethrowers.”


BY Chris Foxx & Leo Kelion



Kanye West Recruits Famous Friends, Kim Kardashian Look-Alikes to Preview Yeezy Season 6

Paris Hilton was one of the stars photgraphed, emulating Kardashian-West’s past Yeezy Season 6 looks ahead of its release.
Fashion Week is quickly approaching, but it seems as if Kanye West isn’t waiting for the event to unveil his latest Yeezy Season range. On Tuesday, photos of Kim Kardashian clones — donning blond wigs and modeling the unreleased Yeezy Season 6 collection — surfaced online, the same way Kim teased the collection during the last quarter of 2017.


By Nerisha Penrose




How The Vitamin Shoppe is adapting to Facebook’s algorithm changes

Facebook’s news-feed change didn’t catch The Vitamin Shoppe by surprise. The supplements chain was already at work on a new Facebook strategy that will see it adding more influencers to its roster and placing more focus on Facebook Live and groups.

So far, The Vitamin Shoppe, which has 1.3 million followers on Facebook, said it’s still seeing a “great deal” of engagement on the platform, but it’s taking additional steps to ensure its footing there in the future.


BY Logan Paul



Honest Trailers – Transformers: The Last Knight

Because we live in the darkest timeline, prepare for another Transformers movie that’s mostly about the humans – it’s Transformers: The Last Knight


BY Honest Trailers





The 60th Annual Grammy Awards marks its return to New York City, and while we expect music’s top stars, plenty of flashy outfits and great performances, there is an unexpected guest at this year’s awards show. His name? Watson, IBM’s artificial intelligence.

The last time we saw Watson make a major public appearance was at last year’s U.S. Open. Watson was trained to identify tennis highlights and dramatic moments to make it easier for broadcasters to pick out compelling clips for coverage. Fans also had the ability to follow specific athletes and get all of their highlights, as well as use a virtual concierge to get recommendations on what to eat, see and do in the area. So what will Watson be doing at the Grammys? This time, it’s all about fashion on the red carpet and creating more content for fans to enjoy.





Messaging App Giant ‘Line’ is Launching a Cryptocurrency Exchange

With over 600 million registered users and 200 million monthly active users worldwide, Japanese messaging giant Line has announced plans to start and operate a cryptocurrency exchange.

In an announcement today, the Tokyo-based chat app confirmed that it has filed an application with the Financial Services Agency (FSA) – Japan’s financial regulator – to register and launch a cryptocurrency exchange. The application is currently under review.

It’s a significant move, one which sees Japan’s biggest messaging service announcing its foray into cryptocurrency trading, to be enabled within its chat application that is ubiquitous among some 70 million Japanese users. The messaging app is also massively popular in other regional nations including Indonesia, Thailand and Taiwan.






A Brief History of Super Bowl Commercials

In the 1980s, Apple’s groundbreaking “1984” ad, set the stage for a new era of show-stopping ads for the Super Bowl. The ad sparked a creative revolution among advertisers and garnered massive media attention.

By the 1990s, companies sought bragging rights for making the best ad of the night — and a “creative bowl” kicked off. In the video above, we explain how Super Bowl commercials have now become a television event unto themselves.


BY Liliana Llamas







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