This Week In Branded Content (August 4)

This Week In Branded Content (August 4)

“We all live in a city called the attention economy. Trump is our first ’Attention President’"

– Tristan Harris / CEO of Time Well Spent

 

 

VIDEO OF THE WEEK

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THIS WEEK’S MOST INTERESTING

 

Bud Highlights Immigrants' Contribution To America In Branded Content Film

Following on from this year's Super Bowl ad, in which it told the story of the brand's German immigrant founder, Budweiser continues to look at the contribution immigrants make to American society in a new piece of branded content. The docu-film, by Seattle creative agency PB&, homes in on the idea of individuals coming to America to do what they love. Filmmaker Tony Fulgham takes a road trip around the Pacific Northwest and meets and interviews three local people: Thai chef Nong Poonsukwattana, who started her own food cart then restaurant, guitar player Ayron Jones who was born in Seattle but speaks about his ancestors' immigrant status and British ecologist Chris Morgan, who works with grizzly bears in the North Cascades area.

 

BY Alexandra Jardine

 

 

Amazon Is Launching A Home Makeover Show Featuring YouTube Stars That's Designed To Sell Products

Amazon is planning a home makeover show that will be designed to help the retailer sell products. The e-commerce behemoth has partnered with Kin Community, a web video production/ad company, to produce "Overhaul," a six-episode show that will feature several YouTube stars having their home's made over. "Overhaul" is being hosted and co-produced by Christiane Lemieux, founder of DwellStudio.

 

BY Mike Shields

 

 

 

Tough Mudder Partners With Samsung To Give Its Obstacle Courses The VR Treatment

The partnership will run through to the end of the Tough Mudder 2018 event season and will enable fans to access content on mobile, Gear VR headsets, Gear 360-degree portable cameras and wearable fitness devices. Ahead of each Tough Mudder event, participants will have the chance to experience the course through 360-video preview of each obstacle. Samsung will also be developing training programmes across its best wearable fitness devices, including the Gear S3, designed to facilitate Mudders’ training ahead of each event.

 

BY Tony Connelly

 

 

Daredevil Tom Cruise Learns To Parachute Jump

He's enjoyed phenomenal success in his role as Ethan Hunt in the first five instalments of the blockbuster Mission: Impossible film franchise. And on Monday afternoon, Tom Cruise was back in action, as he shot heart-stopping scenes for the sixth movie in the series, with the green rolling hills of the rural Oxfordshire countryside serving as a picturesque backdrop. Opting to forgo handing over the high-octane scenes to stuntmen, daredevil Tom, 55, is seen strapping himself into a parachute and taking on a death-defying dive from the sky in photos exclusively obtained by MailOnline.

 

By Ryan Smith

 

 

 

Mapping Manhattan's Shuttered Storefronts

Even on a sunny June day, a third of the storefronts up and down this stretch of 14th Street are dark; the For Rent signs plastered on the windows keep the piles of conduit and shelving remnants in shadow. Plastic bags and empty takeout containers collect in the doorways, and one window has a streaky, sloppy graffiti tag painted in glass-etching acid. But this isn't 1981, there's a Duane Reade at the end of the block and upper-floor tenants are paying thousands per month for shoebox apartments. This is high-rent blight.

 

BY Vacant New York

 

 

The Manipulative Tricks Tech Companies Use To Capture Your Attention

A handful of people working at a handful of tech companies steer the thoughts of billions of people every day, says design thinker Tristan Harris. From Facebook notifications to Snapstreaks to YouTube autoplays, they're all competing for one thing: your attention. Harris shares how these companies prey on our psychology for their own profit and calls for a design renaissance in which our tech instead encourages us to live out the timeline we want.

 

BY Tristan Harris

 

 

 

The Blogger Divide: Converters or Brand-Builders?

In the mushrooming world of social media, the industry is realizing there are two types of influencers: those who convert and those who don’t. And both are equally important. Reaching the coveted million follower milestone is what once legitimized an influencer, giving them the cache, star power and ability to write their own tickets when it came to securing projects with brands that could elicit six, and sometimes even seven, figure fees.

 

BY Rachel Strugatz

 

 

Hungry For Video, Publishers Repackage Ads As Content

As online publishers scramble to feed video-hungry platforms such as Facebook and Twitter, some are using this one simple trick: Just post ads!

 

BY Jack Marshall

 

 

 

The Digital Native Is A Myth

Some people put the cut-off at 1984, but for most it is 1980. People born after that date are the digital natives; those born before are digital immigrants, doomed to be forever strangers in a computer-based strange land. The generational difference between the groups goes beyond their numbers of Facebook friends and Twitter followers: it can also help to explain differences in how they buy insurance. At least, that’s according to a report released this week for the insurance industry.

 

BY International Weekly Journal of Science

 

 

Digital Media and Marketing: Two Sides of Digital Coin

It’s a weird time to work in marketing. I say that because the biggest revolution in its history, the emergence of digital media, continues to entice and concern marketers in equal amounts. On one hand, the current growth and future possibilities of advertising with Facebook and Google continue to boggle the mind. On the other, a significant discomfort exists around the way digital media is being measured and the claims being made about its impact.

 

BY Mark Ritson

 

 

 

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