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This Week In Branded Content (March 31)

“So why wouldn’t you use sponsors as a means by which you can – by working with them and by helping them do things that they haven’t been able to do traditionally – turn up the volume on the sport, showing how exciting it is through all of their campaigns?”

– John Allert, CMO / McLaren Technology Group





The Movie Marketing Blog: Castrol And The Fast And The Furious Come Together For Ice Driving Challenge

At the risk of bursting your bubble, you have to know that Vin Diesel, The Rock, Michelle Rodriguez and the rest of the cast of the Fast and the Furious franchise don’t do all their own driving in those movies. I know, I know. But many of those amazing sequences that are captured in the movies are performed by stunt drivers.

BY Chris Thilk



Mexico Invents Cloud Which Rains Tequila In Bid To Attract Holiday-makers To Sun-Drenched Country

The tequila-loving nation has roped in the help of an American marketing company to create the cloud and are now hoping tourist flood the country…






Midnight Oil

All life could be here, in a snapshot of this very moment. But as quickly as the film fades, the moment is lost. Play it again, and new recordings are collected from the world’s online archive. What follows has the potential to fascinate, or could well be routine – but each time is different.

BY Midnight Oil Film



Inside The Allianz And Drone Racing League Partnership

Earlier this year, Fast Company named the Drone Racing League as one of the world’s most innovative companies and ranked DRL as this year’s third-most innovative sports company—a sizable feat for a startup that only launched 14 months ago.

By Manouk Akopyan





Can Red Bull Make Social Entrepreneurship An Extreme Sport?

The energy drink is known for its support of skateboarders and skydivers. Now, with its Amaphiko Academy–in South Africa, Brazil, and soon Baltimore–it’s also supporting businesses that lift up their communities.




ABC Orders Competition Series ‘The Toy Box’ With Host Eric Stonestreet

ABC has ordered toy-making reality competition series “The Toy Box,” hosted by “Modern Family” star Eric Stonestreet. “The Toy Box,” a partnership between ABC and Mattel Creations that is set to air sometime in the 2016-17 season, will feature contestants from around the world. Each episode will have a set of amateur inventors run their designs through various trials, aiming for a spot in the finale in which they’ll pitch their inventions to a panel of kid judges. (What better way to test a product’s worth than by having the end user be the arbiters?)

BY Oriana Schwindt





The Platform: How the NYPD Funded A Rap Album

When we first met Jadon Woodard, he was freestyling on the subways and selling his CDs by hand. He was part of New York City’s in-person rap community, the earnest, persistent hustlers who still sell CDs by hand.

BY Graham Corrigan



Shonda Rhimes Teams With Dove to Tell Stories About “Real Beauty” (Exclusive)

The prolific showrunner will film submissions to the brand’s website to be featured in upcoming ads. Shonda Rhimes and Dove are setting out on a search to tell the real-life stories of “Real Beauty.”

BY Lesley Goldberg





How Nike Trainers Became The Latest Unlikely Symbol Of Revolt

They are pretty ugly trainers. But that’s not the only problem with the Russian prime minister’s recent footwear purchase. The yellow-soled Nike Air Max 95s have sparked a corruption storm after a YouTube video posted this month cited them as one of the ways Dmitry Medvedev used front companies led by his rich friends to buy luxury goods.

BY Homa Khaleeli



Looking Beyond ‘Transformers,’ Hasbro Wants To Create Its Own Marvel-Sized Movie Universe

Ten years ago, Hasbro dusted off its ’80s action figure line Transformers and turned it into a blockbuster movie that was so successful it has spawned four sequels and counting.

BY David Ng






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