According to Ad Age, Digitas is getting into the branded-content game with the launch of a new offering called The Third Act. Third Act will develop and produce branded-content ideas and manage distribution strategies for the content. It sits under the umbrella of Digitas, part of Publicis Groupe, and will serve both Digitas clients and its own roster. The unit will be run by senior VP-managing director Stephanie …
Dare To Dazzle Your Audience With Content
Benjamin Palmer, CEO of The Barbarian Group, has some intriguing things to say about branded content. What makes a great show, game or film? Artistic merit, humanity, story, talent. These occasionally overlap with marketing demographic, industry sector and brand penetration, but more often than not, they do not. God, that's sad. We're sort of in denial about that, aren't we? But I think perhaps it's best that we …
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Pure Content. Real Connections.
Mountain Dew is morphing into a studio. The beverage brand's new Skateboarding documentary, "Deathbowl to Downtown," follows the rise of street-skating in New York's shifting urban landscapes from the '70s to the present. The film took three years to make. Yet, the brand only appears at the start of a film, in the same way a movie studio is credited before the cast and crew credits roll. According to Ad Age, the …
The Kind of Content Consumers Seek Out And Share
Louis Vuitton and Ogilvy Interactive won a Webby for their "Countless Journeys" site, which is also supported in print and TV. The video above is content from the site. Catherine Deneuve shares her Paris with us, seducing us into thinking we'll need Louis Vuitton luggage when we arrive at Charles De Gaulle. …
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Viewers Not Watching Ads? Make the “Ads” Better.
According to The New York Times, MTV is having a lot of success with “podbusting,” sponsored content that is almost indistinguishable from the entertainment programming. “The results are amazing,” Hank Close, the president for sales at MTV Networks, said. “In many of these messages we’re seeing 100 percent retention.” “We are increasingly being asked by advertisers to create messages for audiences in our own voice,” …
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Art Film or Commercial? You Decide.
[via Nylon TV] …
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Branded Content, aka Advertainment. What’s Your Policy?
"Transit," a short film by Steph Green The Responsibility Project from Liberty Mutual is a microsite that builds on the brand's "Resonsibility. What's Your Policy?" ad campaign. Here's how the brand describes it: It all began when we ran a TV commercial about people doing things for strangers. The response was truly overwhelming. Thousands of emails and letters from people all over the country thanking us. We …
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When A Book Is An Ad
According to The New York Times, Charm!, a book written by a character on ABC's soap “All My Children” is doing well at retail, having sold 100,000 copies since its debut in February. The book also appeared on the New York Times best-seller list. Naturally, a fragrance called Charm, which is a product of the cosmetics company in the novel as well as a plot point on the soap, will be on sale in Sears stores …
