Content Marketing

I'm Here, a 30-minute film by Spike Jonze, that was financed by Absolut Vodka debuted at Sundance in January. According to Hollywood Insider, it feels like a modern-day retelling of Shel Silverstein's The Giving Tree. Post Advertising explains how the brand helped create buzz for the short online by limiting access to the work. Screenings were limited to every two hours (it started as four-hour intervals, but ramped …

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According to Ad Age, Latin America's leading branded-entertainment agency, Fire Advertainment, is telling the country's story through 30 of its strongest and most beloved brands -- from Aceitera General Deheza olive oil to Zanella motorcyles -- in exactly 181 seconds each. The 181:0 project is airing this week on Fox cable channels and in movie theaters in Argentina. Each brand's story will air a total of 150 times …

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Denver's alternative newspaper, Westword, is running a feature on Associated Content founder (and newly minted Yahoo! vice president) Luke Beatty. The following video isn't part of their report, just some background on Beatty and his firm. Responding to critics who say Associated Content produces unprofessional content that pollutes the world's search engines, Beatty told Westword: "Journalism is about news, and …

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Makin' Ads, an ad blog for aspiring creatives who are working on their books, offers some insight via a guest series from Nathan Archambault, a copywriter at AKQA in New York. I like what he says about content and how brands need to rethink their entire premise when working in online media channels. Content that hunts down and interrupts the viewer doesn't cut it anymore. People have too many options of how to …

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Brands have stories to tell, and when the company in question can trace its role to pivotal moments in American history, the stories are aching to be told. Even more so when the stories can act as salve on an ugly, open wound. According to Bloomberg BusinessWeek, the "ad" above is part of a $4 million sponsorship deal between BofA and the History Channel. The bank is integrating its story with that of the host …

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