Procurando pessoal capaz de trabalhar com publicidade na web

30/08/2006 - BlueBus

A dificuldade em contratar pessoal capaz de trabalhar com publicidade na internet está limitando o rítmo de crescimento do mercado e limitando a velocidade com que as verbas migram da mídia tradicional para a web.

Foi o que disseram ao Financial Times executivos de agências e veiculos. A publicidade em video e o gerenciamento do conteúdo gerado pelos usuários são duas áreas onde a falta de profissionais especializados é ainda mais acentuada - garantem. Leia a integra desta materia, em inglês, aqui.

Serão 2 comerciais ao vivo nos intervalos do premio da MTV

29/08/2006 - BlueBus

A varejista JC Penney vai exibir 2 comerciais ao vivo durante a transmissao do MTV Video Music Awards na 5a feira, direto do Radio City Music Hall, em Nova Iorque. As duas inserçoes fazem parte da atual campanha de volta as aulas. Os comerciais ao vivo tem a intençao de "tornar pouco clara a linha que separa a publicidade e o espetaculo" - declarou o vp de marketing da varejista Michael Cape. Sem revelar como serao as peças, a companhia informou apenas que usará uma tecnologia que permite ter uma tela mostrando o show ao vivo dentro do comercial.

VIRAL VIDEOS BEAT VIDEO BANNER

GoViral.com

The media agency Initiative Universal McCann conducted a benchmark test comparing the viral seeding of a video clip to video banner advertising. Both channels launched the same video clip from Frisk, with the same budget. The result: viral seeding drove 14 times more views than video banners.

Why?
People don’t expect anything good from banners. In fact, they usually see them as disturbing. This means that, when the content is good, banner advertising is at the best a mediocre channel. Banners don’t generate the clicks or the involvement that can be created when the material is set free among users.

The optimal way to activate high-quality campaign material on the internet is through seeding the campaign material as content on connection points. Booking banner-ad space is nothing more than applying the old-world push-marketing paradigm to a different medium – one defined by interaction and pull.

Toon Crisis

August 22, 2006 - JayisGames

You know that dream, the one where you're walking down the streets of London listening to the frantic sounds of Gogol Bordello, when homicidal cartoons start spilling out of the scenery?

Me neither, but thanks to Toon Crisis I know how to handle myself in just such a situation. Just make a gun with your thumb and forefinger and start blasting the little baddies!

From Killer Viral comes this excellent rail shooter, an advergame for the Sony mp3 Walkman Flash—but don't let that turn you off. Each shooting stage is wonderfully integrated with video footage of London streets, with the above mentioned Gogol Bordello providing suitably manic background music. The enemy cartoons in question are also well integrated with the background scenery, moving behind and over background objects and in and out of doors and windows as they try to take you out.

The requisite elements for a great shooter are all here: good enemy variety, weapon power-ups, and a powerful boss at the end of each stage. The game was easy and fast; I managed to finish it in my first sitting, probably within 15 minutes or so, but there is a continue option built-in if you just can't hack it. You even get a downloadable prize for finishing.

'Vogue' Creates Podcasts for Gap, Redken

August 22, 2006 - AdAge

Vogue has embraced the podcast, and its ad-driven videos launch today while an update of the Conde Nast title's website, shopvogue.com, goes live in time for the fall season.

The first of the magazine's "Fashion on Demand" video podcasts -- co-branded programming that gives advice, often sprinkled with celebrity interviews, on everything from hair care to fashion -- goes behind the scenes of Gap's new fall campaign in an interview with "Entourage" star Jeremy Piven. Future podcasts in the Gap series include interviews with other new Gap faces: actress Lou Doillon, musician Common and actress Mia Farrow. Old Navy and Redken also have developed Vogue podcasts for the fall, and other advertisers, such as Lexus and Jeep, plan to do so down the line.

Vogue takes a different approach by integrating brands into its video content. The videos, which are developed by Vogue's in-house creative agency, Vogue Studios, are just one route clients can take. While Old Navy and Gap put all of their resources into the podcasts, for instance, Montblanc will have podcasts in late October, as well as ads in the September issue of Vogue and a presence on the magazine's trend watch and in-store event marketing.

MasterCard, Unilever Try New Long-Form Ad Format: Shorts

Aug 18, 2006 - MediaPost

IN THE LATEST EFFORT TO devise new, more engaging advertising formats, two Turner networks are offering ad-supported movie shorts backed separately by MasterCard and Unilever. On TNT, MasterCard will be weaved into a story about a high-speed adventure with a high-profile purchase using one of its credit cards. Called "Late: A MasterCard Mini-Drama," the two-minute cinematic vignette premieres during the film "Runaway Jury" on Saturday.

Then this fall on TBS, comes the Unilever-sponsored series of 65, two-and-a-half-minute shorts chronicling the life and loves of a vivacious twenty-something female. Known as "lovebites," the shorts premiere Sept. 13 after "Sex and the City."

The content dovetails with each of the networks' calling cards, TNT's drama maypole and TBS' comedy focus. The MasterCard concept was cooked up by its media agency GSD&M, while JWT's branded entertainment arm was involved in the development of "lovebites," which is sponsored by client Unilever's Sunsilk.
Turner is not the only programmer experimenting with "ad shorts." The new CW network promises minis it calls "content wraps" where sponsored stories could unfold over the course of an evening, perhaps in three installments.

The mini-movie's storyline involves a man blazing around with a pile of cash on the passenger seat. The action then includes a purchase with a MasterCard and a dramatic briefcase exchange amidst a crowd. The short ends with the TNT and MasterCard logos on the screen and the tagline "Saving the Drama" - a link to TNT's "We Know Drama" mantra.

TBS' ambitious "lovebites" 13-week series (with Paul Reiser as a producer) follows twenty-something "Katie," described as "a witty, spirited girl...going through a quarter-life crisis." Over the course of the 65 shorts, Katie's comedic exploits involve her new boyfriend Max along with her sex life, career, friends, fashion and hair -- hence the Sunsilk sponsorship.

TNT, MasterCard and GSD&M Know Dramatic Branded Entertainment

August 16,2006 - YahooNews

Turner Network Television (TNT) and MasterCard Worldwide are engaging viewers this August with Late: A MasterCard Mini-Drama, a TNT original production that promises to take viewers on a 2- minute high speed adventure. Late premieres within the film Runaway Jury on TNT Aug.

"We are always looking for new and innovative ways for MasterCard to engage with consumers," said Betty Pat McCoy, SVP/Director of National Broadcast for GSD&M. "By partnering them with TNT to create this mini-movie, viewers will be rewarded with a unique entertainment experience that also delivers a relevant MasterCard message."

TNT will drive tune-in for Late, and each weekend's featured TNT Drama Lounge film on-air, leading up to the presentation, starting with the first one on Aug. 19.

Late will also receive extended play time through digital extensions including TNT on Demand, where it will be available to viewers starting in October as a standalone offering and embedded in two of the featured TNT films. Viewers may also download the video starting Aug. 19 through TNT.tv, MasterCard's Priceless.com and TNT on AOL.

"It's a great mini-movie which also seamlessly integrates the MasterCard brand into the storyline, demonstrating how consumers can use our products in everyday life," added Michael Lao, VP/Global Media, at MasterCard Worldwide.

Pesquisa vê Brasil como 'grande mercado' para product placement

17/08/2006 - BlueBus BrandWeek

Uma pesquisa da PQ Media cita o Brasil e a Australia como os "proximos grandes mercados" para açoes de product placement. Refere nos dois casos pouca regulamentaçao sobre o assunto. Diz que os investimentos em açoes de product placement em diferentes midias (TV, filmes, livros, letras de musica) vao chegar a U$ 7,6 bilhoes em 2010 em todo o mundo. Em 2005, o valor movimentado foi de U$ 2,21 bilhoes. Os EUA lideraram com U$ 1,5 bilhao investidos no ano passado, especialmente em TV e filmes.

OfficeMax Launches Groundbreaking Back-to-School Campaign

August 08, 2006 - PR NewsWire

OfficeMax(R) OMX, a leader in office products and services, is launching its biggest back-to- school marketing campaign ever that includes relationships with companies such as ABC Family(R), Google Inc., Hollywood Records(R), Inc. and teen-sensation Jesse McCartney. The ground-breaking back-to-school campaign is part of OfficeMax's "New Year, New You" theme that communicates the trend of personalization for students headed back to school.

"The 'New Year, New You' theme reflects the spirit of a fresh start that each student has when leaving one school year behind and embarking on a new one," said Bob Thacker, senior vice president of marketing and advertising at OfficeMax. "The start of a new year is a time of discovery and reinvention."

Breaking from traditional back-to-school advertising, OfficeMax partnered with DDB Chicago, Hollywood Records and Jesse McCartney and ABC Family to create an original content back-to-school television special. The resulting television show, "Schooled", features Jesse McCartney, joined by parents and school officials, pranking a class of eighth graders into believing that they must put their summer vacations on hold and pass grueling oral and written exams to be allowed to proceed to high school as they expected. "Schooled" will air August 17, 2006 on ABC Family. After the airing, OfficeMax retail stores will offer an exclusive, limited edition DVD of the show "Schooled," that will feature Jesse performing songs from his September album launch, as well as behind-the-scenes footage. The show, and additional video segments, will also reach Google Video users at video.google.com/schooled. Google Video is a comprehensive index of free and paid, user-generated and professional video content.

With a new school year just around the corner, OfficeMax is also responding to the Gen Y "Customization Generation," and is offering a new line of customized back-to-school supplies that allows students to express their unique personalities.

Rap dos ricos é comercial de bebida e faz sucesso no YouTube

16/08/2006 - BlueBus

Três louros bem vestidos e em cenario de casas luxuosas sao os personagens de 'Tea Partay', um video que já foi assistido quase 600 mil vezes no YouTube desde que entrou no ar há 2 semanas. É uma sátira de clipes musicais de cantores de rap. Com um visual que combina clichês dos bem nascidos - camisas polo, mocassins e sueteres gola V - o trio imita o gestual e a atitude dos rappers.

O clipe é, na verdade, um comercial criado pela BBH Nova Iorque para lançar uma nova bebida, o Smirnoff Ice Tea. A presença do produto é sutil - é mencionado na letra da musica cantada pelos 3 personagens e aparece em poucas cenas. O objetivo é gerar buzz e nao vender a bebida ostensivamente. Noticia do The Wall Street Journal, em inglês, aqui, somente para assinantes.

Happy Maddenoliday!

August 10, 2006 - AdverBlog

Freestyle Interactive has launched Maddenoliday, an advertainment website as teaser for the upcoming release of the videogame Madden NFL 2007. The concept is extremely original, as it's inspired to the Christmas period and the Advent calendar. Maddenoliday is definitely very sticky and it creates an amusing experience also for those who are not interested in the game.

PUMA partnered with game makers

July 2006 - TrendWatching

PUMA partnered with game makers Activision for True Crime: New York City, which builds on the success of best-selling videogame True Crime: Streets of L.A.. PUMA designed a special edition True Crime shoe, drawing inspiration from the city of New York. In the game, the player's quest is to locate the missing special edition sneakers and return them to stores. In real life, players can buy the exact shoes from those same New York City stores (source: Game InfoWire).

Toyota Readies Series for Mobile Phones

By Steve McClellan

July 31, 2006 - AdWeek

NEW YORK Toyota is spending more than $10 million to create and promote a comedy series designed specifically for multimedia mobile phones. The effort will feature the 2007 Camry, and the program's creators claim it's the first branded entertainment series created for the video-phone medium.

In what's believed to be another first, Toyota is also buying spots on broadcast and cable TV (including Fox, ABC and BET) that showcase the new Camry and promote the comedy series. The ads and the series share some of the same cast members.

The series is targeted at young urban influencers that the carmaker hopes will pass along the mobile episodes to a wider audience. The Camry is displayed prominently in the series, which even highlights some of the car's new features. But Brad Gillingham, CEO of Fun Little Movies, said the messaging is subtle and the focus is on entertaining.

"The target market is young connecteds," said Gillingham. "They use technology as a way of empowering themselves, so if they perceive that this is nothing but a commercial, the game is up right there. They will tune out. The whole premise of this is to entertain," and to associate the Camry brand with a good time, he said. "Comedy is the best way to do that. It's the most viral form of content.

"The mobile series itself is said to be one of the first original programs created specifically for video-enabled phones and sponsored by a major advertiser.

The series, called The Pool, will debut Aug. 9 and be accessible to about 1 million users of Sprint/Nextel video-enabled phones. It's part of the broader market campaign for the 2007 Camry.

Each show in the mobile phone series (technically, they aren't "mobisodes," a term that was trademarked by Fox when it created one-minute episodes of 24 for the video cell phone market) is two-minutes long. Ten episodes are planned for the series.

Distributor FLM will also provide Toyota with detailed metrics on how the series is consumed, said Gillingham, noting that "we can track how many times a particular piece of video is displayed" on the mobile phones.

Creating content for video phones is still a fledging business. The two most talked about examples are Fox's spinoffs of 24 and Prison Break. But as more consumers buy video phones, the market for original mobile video series is expected to grow. "It's one of the directions that the business is heading toward as we all look for unique ways to position products in the marketplace," said Nancy Galen, who heads Nanmade Entertainment.