The Week In Branded Content (May 11th)

The Week In Branded Content (May 11th)

“All digital goods that have been sold in the history of digital goods were locked within the server of one specific individual,” Lee told Business Insider. “It was a one-way street: You could buy something, but the developer could take it away, and you couldn’t resell or trade it. There’s going to be a shift in the way people think of ownership, and we want to be the company at the center of that shift. Now, when you own something online, it actually means something.”

– Daniel Lee / Co-Founder of Rare Bits






‘Battlefront II’ Gets Han Solo Season

“Star Wars Battlefront II” is dedicating an entire season of content to everyone’s favorite scruffy-looking nerf herder Han Solo, publisher Electronic Arts announced Wednesday.

The Han Solo Season starts May 15 with a return to Jabba’s Palace in Blast, Hero Showdown, or Heroes vs. Villains mode. New, unannounced content inspired by the upcoming “Solo: A Star Wars Story” will come out in June.

BY Stefanie Fogel



Brie Larson Lends Voice To VR Series ‘Space Explorers: A New Dawn’ From Felix & Paul

The Academy Award-winning actress will narrate the first two episodes of the VR series from Felix & Paul Studios. Produced in conjunction with Facebook’s Oculus with participation from NASA, Space Explorers made its world premiere earlier this year at the Sundance Film Festival.

“I am in awe of the NASA astronauts and their incredible commitment to the rigorous training required for their extremely challenging missions,” said Larson in a statement. “Narrating the Space Explorers virtual reality series was a unique opportunity and gave me an intimate appreciation for these real-life superheroes and the sacrifices they make on behalf of our country, the field of space exploration and the scientific community.”


BY Dino-Ray Ramos




Jeffrey Wright Asks “Should I Be Scared?” For HBO And “The Atlantic”

Last year, The Atlantic launched its “Question Your Answers” brand campaign with a brilliant short film starring Michael K. Williams in a Multiplicity-esque role in which he questions versions of himself about being typecast.

Now The Atlantic, with Wieden+Kennedy New York, has partnered with HBO to expand “Question Your Answers” into a series of new short films starring talent from HBO shows. The first, directed by David Shane, stars Westworld‘s Jeffrey Wright–like Williams last year–playing multiple versions of himself.





Paris museum opens its doors to nudists

Do you ever walk around an art gallery and think, “this would be so much better if I was nude?”
If the answer’s yes, then the Palais de Tokyo in Paris has, in a manner of speaking, got you covered.
This stylish contemporary art gallery allowed guests to strip off for a clothing-free event on May 5.


By Francesca Street




Video: Building The Netflix Of Home Fitness

As we look forward to CXI 2018 next Friday, we’re looking back at the insights shared by Tom Cortese at last year’s PSFK conference. The co-founder and COO of Peloton walked us through how the brand developed its cult following, and he had the stats to back it up: a whopping 96% retention rate and 3x year over year growth.

One secret to its success is that Peloton takes charge of every element of the experience. The company makes the bikes (and now, treadmills), delivers them, builds the software, hires its own fitness instructors and produces video content.


BY Tom Cortese



Fortnite’s Avengers Crossover Is So Good, It Should Be A Permanent Mode

The hottest game in the world has teamed up with one of the biggest movie franchises around, and while it’s technically a marketing ploy, damn if it’s not a good one. This is the most fun I’ve ever had with Fortnite.

“Infinity Gauntlet” is a new limited time mode available in Fortnite that can only be played solo. The overall rules of Battle Royale still apply: it’s you versus 99 other people, and you only have one life. The twist is that every match has a comet containing Marvel’s Infinity Gauntlet. You’ll be able to see it no matter where you are, and once it collides with the map, the game becomes a race to see who can equip it first. The player who does will then transform into Thanos, a big bad you might know from a little series called The Avengers.


BY Patricia Hernandez




How Anna Wintour Won Over the Vatican

Archbishop Georg Gänswein said yes to the dress.

The dashing former right-hand man to Benedict XVI, the fashion-plate pope, he is now prefect of the papal household under the more austere Pope Francis. In May 2017, Archbishop Gänswein sat in his stately Apostolic Palace office as Andrew Bolton, curator in charge of the Costume Institute at the Metropolitan Museum of Art, showed him a look book of couture masterpieces that Mr. Bolton felt matched with certain Vatican treasures.

Archbishop Gänswein, in a soutane with purple sash, indifferently flipped pages of designer frocks until he lingered on a luxurious Madame Grès dress inspired by a Franciscan habit.


BY NY Times



Manchester City’s Most Important Product After Soccer Is Content

No matter what the final scoreline is in Sunday’s match against Huddersfield, Manchester City FC will lift the trophy for England’s Premier League title. In fact, the club had pretty much sewed up the top spot a month before the end of the season, and in the process had set a record for the longest-ever winning streak at 18 games.

The club’s dominance in England this year was only slightly dampened by its early-ish exit from the most prestigious title in world football (soccer), Champions League–an ongoing tournament between the top teams across all European leagues. Manchester City also continues chasing its goal of becoming one of the biggest overall sports brands in the world. In world football, it still has a ways to go to match the reach and brand power of Real Madrid, Barcelona, and even crosstown rivals Manchester United.






Is This Ad ‘Relevant to the Trump Voter?’ Advertisers Are Asking

The commercial for HP features a large family enjoying Christmas dinner together — that is, until the words “global warming” are uttered. A heated exchange between two sisters follows, culminating in one shouting at the other to leave her house.

A younger member of the family excuses herself from the table and prints out photos of the sisters over the years, arranging them in the shape of a heart. Soon, one of the feuding sisters is taking a pie to the other as a peace offering. HP’s closing message: “If we never reach out, we’ll never come together.”


BY Sapna Maheshwari







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