Branded entertainment can be a very effective way of communicating a brand’s message online. But despite its rapid growth, branded entertainment is often misunderstood by the advertisers choosing to use the medium online, who buy into myths about the format. Well, let the debunking begin! Read more »
It was a great year for online video, thanks to the vast and varied quantities of serialized content available: shows, memes and experiences that went beyond the single-serving to engage audiences and change how we saw advertising, parenting, dancing and live-streaming. Read more »
Over the course of 2010, professionally produced content, not cats and stunts gone wrong, was what people were watching online. While the power of viral spread will never disappear, the decline of amateur found footage indicates that in 2011, sustainable brands will eclipse the viral video. Read more »
At last night’s Creative Arts ceremony for the 2010 Emmys, the Jimmy Fallon digital experience and the independently-produced Star Wars Uncut won awards for their interactivity. Neil Patrick Harris and The Man Your Man Could Smell Like also took home shiny gold statues. Read more »
Where there’s an incredibly successful advertising campaign, there are the unavoidable imitators. Last month’s Old Spice social media domination meant that rip-offs of the Isaiah Mustafa ads were inevitable. And it’s a rare thing when the copy is as good as the original. Read more »
Today on the Net: Paul Lee is taking over ABC Entertainment Group for Steve McPherson, Comcast expects advertising revenues to rise to $10 billion from $2 billion with the NBCU deal and Old Spice saw its sales rise 107 percent due to its YouTube campaign Read more »
The Wieden + Kennedy-powered social media blitz featuring actor and former football player Isaiah Mustafa posted over 180 video responses to comments on Twitter, Facebook, Reddit, YouTube and elsewhere, accumulating a total of 5.9 million views and 22,500 comments in the campaign’s 24-hour time span. Read more »
180 or so videos later, and the Old Spice Guys is still going strong, recording personalized clips for anyone from Kevin Rose to Christina Appelgate, and clocking some 60 million views in the process. But what is the secret to Old Spice Guy’s viral success? Read more »
Today on the Net: The Comcast-NBC Universal deal gets approval from the European Commission, Hulu’s “Ad Selector” could become a standard for the web and the Old Spice Guy is making videos and tweeting out to fans. Read more »
Am I the only one who’s been bored by many of the ads that have recently attempted to go viral? Two weeks after the Super Bowl, not a single one of the campaigns launched at that time remains memorable, and the real innovators are mostly focusing […] Read more »
