Brandvertainment On The Rise

A new survey from the Association of National Advertisers, finds that nearly two-thirds of client-side marketers—63 percent—plan to participate in branded entertainment projects in 2012. The top three reasons why client-side marketers are finding branded entertainment, a.k.a. “brandvertainment” beneficial: The ability to make a stronger emotional connection with the consumer (78 percent) The ability to […]

Advertainment Has To Sell, Or Brands Won’t Continue To Fund It

Jonathan Salem Baskin stirred the Ad Age pot by questioning the value of W+K’s Old Spice “Man on a Horse” and “Mano a Mano in El Bano” campaigns in sales terms. “Every CMO needs to see this exercise for the time-waster it is,” Baskin argues. “Cart without horse. Medium without message. Marketing without purpose. Is […]

I Opened Up My Eyes To See…

Widespread Panic

Pay-per-view is coming to Facebook this June 14th and 15th when Widespread Panic performs from ACL Live at The Moody Theater in Austin, Texas. Viewers can purchase either a single night for $5 or both nights for $10, with unlimited viewing through Sunday, June 19th at midnight. Payment can be made through Facebook Credits, or […]

Anal Warts And All, Denny’s Does Episodic Content Right

According to Adweek, Will Arnett and Jason Bateman’s digital content and production studio, DumbDumb, along with Ben Silverman’s multimedia studio, Electus, have produced a series of three-minute videos for Denny’s called “Always Open.” The show is an extension of Denny’s latest nationwide campaign developed by NY ad agency Gotham and adds depth to the new […]

Wear It Like Quorra

Movie-related merchandise is big business. And it’s not all schawg. Now, thanks to “TRON: Legacy”, which opens in theaters on Friday, movie fans can shell out for high-end merchandise like a $2,600 Rotenier necklace and $795 spiked sandals from Rousseau. With the haute-couture flourish, Disney’s marketing machine is reaching beyond the core science-fiction and fantasy […]

Yes, Money Can Buy Hipster Caché

Several years ago I pitched Camel on the idea of starting a record label. The idea was for the brand to “discover” emerging artists and support them by producing their first album, which would then be distributed via Camel.com and the brand’s event series, as well as through traditional merchandising channels. There really ought to […]

When You Entertain The Family, You Can Also Feed And Clean The Family

Earlier this year, Procter & Gamble and Walmart teamed up with NBC to produce original content in hope that viewers would buy more P&G products at Walmart. According to Ad Age, it was a good investment. P&G spent $4.5 million alone on the production of “Secrets of the Mountain,” but the packaged goods king also […]

B Movie Archtype Used To Promote Flavored Top Shelf Vodka

According to Brandfreak, Quentin Tarantino is back with this short film Lemon Drop, a 10-minute webvertainment venture by TBWA\Chiat\Day on behalf of Absolut’s lemony brand. But Brandweek jests, this branded short was actually directed by Traktor. Whoever made it and however derivative it is, will this effort sell more Absolut Lemon vodka? That’s what the […]

American Family Is Pioneering Trackable Advertainment, Proving That It Helps Sell insurance

American Family Insurance has no gecko, but they the company’s marketing pros do have a clue. According to Ad Age, the brand’s content play, “In Gayle We Trust,” is now entering its second season with an even stronger focus on targeting and tracking new customers. American Family is also bring gaming to the forefront with […]