The Week In Branded Content (Feb 23rd)

The Week In Branded Content (Feb 23rd)

Any disciple in which people are judged by the peers and not people who use the products is going to rot. These fields start to diverge into some kind of cyber argument rather than reality”

– – Nassim Taleb






Juventus and All Blacks turn to TV shows to win fans

Sports clubs hoping to expand their fan base in an increasingly competitive international market are turning to Amazon Prime and Netflix to boost their fortunes by signing up for fly-on-the-wall documentaries.
The chance to attract lucrative sponsorship and a potential hike in merchandise sales has led clubs to follow in the footsteps of docu-series such as Last Chance U, about a college football team in Mississippi, by letting camera crews have access to their biggest stars in the hope that the money follows ratings.

BY Rosie Gizauskas



Alibaba founder Jack Ma stars in short martial arts film by Alibaba Pictures

Alibaba founder and chairman Jack Ma has hit the silver screen, starring in a new film released by Alibaba Pictures, the e-commerce giant’s film studio division.

The film, Gong Shou Dao (GSD), is a tribute to Chinese martial arts and was created by Ma and acclaimed actor and martial artist Jet Li.

The film stars Ma alongside eleven martial arts masters and actors Donnie Yen, Wu Jing, Tony Jaa, Sammo Hung Kang-bo, and Natasha Liu Bordizzo.


BY Ashley Carman




People are competing in the Selfie Olympics

The Selfie Olympics, a social media competition that appears to arise every time there is a summer or winter Games has surfaced once more.
And, unlike the serious competition currently unfolding around the mountains of Pyeongchong, the main aim of the Selfie Olympics is to be as ridiculous as possible. “


BY Jo Tweedy



Under Armour launches branded content venture with Nigerian bobsledders

The story of Nigeria’s Olympic bobsled team has been one of the most closely-watched of this year’s Games: three American women of Nigerian descent who are the first to represent their nation, and Africa, in bobsledding. Their captain built her first sled with materials from a hardware store, and all three left behind everyday lives to train hard for a sport to which they were completely new. When they took the course this morning, they made history; tomorrow, they’ll do it again.


By Zoë Beery




HBO is building the town of Sweetwater for an immersive Westworld experience at SXSW

Last year at San Diego Comic-Con, HBO hosted Westworld: The Experience, an immersive activation that let guests visit the offices of Delos, Inc., thanks to some impressive set design and the performances of many committed actors. At this year’s SXSW festival in Austin, Texas, the network is upping that ante by recreating the series’s entire town of Sweetwater. SXSW is known its lavish brand activations, but this seems like a significant step up from past experiences.


BY Bryan Bishop



The Car of the Future Will Sell Your Data

Picture this: You’re driving home from work, contemplating what to make for dinner, and as you idle at a red light near your neighborhood pizzeria, an ad offering $5 off a pepperoni pie pops up on your dashboard screen.
Are you annoyed that your car’s trying to sell you something, or pleasantly persuaded? Telenav, a company developing in-car advertising software, is betting you won’t mind much. Car companies—looking to earn some extra money—hope so, too.


BY Bloomberg




Ethereum Game CryptoKitties Now Has Some Serious Rivals

Some people just aren’t that into digital cats.

Once the only major ethereum application (or dapp) to see a large number of users trading “crypto collectables,” CryptoKitties is seeing new competition from projects seeking to issue their own tradable code on the blockchain. Zombies, countries – even crypto celebrities – are now creating whole new markets for exchangeable goods.

Indeed, earlier this week, more than $10 million in ether was documented to be circulating within ethereum games, according to data collected by DappRadar.


BY Deborah Wilker



Disney’s ‘Black Panther’ Playbook: A Peek at the Marketing of a Phenomenon

“We went about making it feel like a cultural event,” says marketing executive vp Asad Ayaz of the stunts that included sports tie-ins, a Kendrick concert and a fashion show that helped deliver a record-breaking debut.


BY Pamela McClintock




You Can Now Tokenize Yourself

The future was meant to involve flying cars and jetpacks. Instead, it involves tokenizing yourself on the blockchain. It was Andy Warhol who famously observed that in the future everyone will be famous for 15 minutes. That fame, it now appears, may come in the form of the ultimate crypto vanity project: tokenizing yourself and selling your time. One audacious entrepreneur, Boris Akimov, is seeking to do precisely that.









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