Branded Entertainment & Extended Commercial Avenues
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Branded Entertainment & Extended Commercial Avenues
Brand Experience areas we look at here are Branded Entertainment and Experiential Events.
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Leadership Lessons From Walt Disney: The Power of Storytelling | Talking Point | The Disney Institute Blog

Leadership Lessons From Walt Disney: The Power of Storytelling | Talking Point | The Disney Institute Blog | Branded Entertainment & Extended Commercial Avenues | Scoop.it
As Walt Disney inherently understood, the mind naturally tries to encapsulate a fact, an experience, or a new idea in a story form, so the key to effective communication is to embrace our innate desire for storytelling, not to resist it.
Novel Influence's insight:

"Stories are how we think. They are how we make meaning of life. Call them schemes, scripts, cognitive maps, mental models, metaphors, or narratives. Stories are how we explain how things work, how we make decisions, how we justify our decisions, how we persuade others, how we understand our place in the world, create our identities, and define and teach social values.

As Walt Disney inherently understood, the mind naturally tries to encapsulate a fact, an experience, or a new idea in a story form, so the key to effective communication is to embrace our innate desire for storytelling, not to resist it."

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Lego boss Jorgen Vig Knudstorp is nurturing the child in us all

Lego boss Jorgen Vig Knudstorp is nurturing the child in us all | Branded Entertainment & Extended Commercial Avenues | Scoop.it
The bearded 44-year-old is in London to open a new flagship office ahead of the crucial Christmas trading period where Lego makes the bulk of its annual sales.
Novel Influence's insight:

"In September privately-owned Lego overtook Barbie maker Mattel to become the world’s largest toy manufacturer, after it was boosted by increased sales on the back of this year’s Lego movie.

It posted a 12 per cent increase in half-year operating profit to £380million on sales up 11 per cent to £1.2billion, and research firm Euromonitor says it owns 6 per cent of the ‘construction toy market’." #BrandedEntertainment

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The Purpose-Driven Marketer: How Patagonia Uses Storytelling To Turn Consumers Into Activists

The Purpose-Driven Marketer: How Patagonia Uses Storytelling To Turn Consumers Into Activists | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Vice President of Global Marketing Joy Howard talks about utilizing the company's environmental mission and operations as a brand advantage.
Novel Influence's insight:

"Product is always at the foundation for us and we have a very obsessive commitment to making the best product. People come into the brand through the product but it takes them a long time to learn about what the company stands for. Once they do, they’re hooked on the brand forever. So as a marketing team, the task is very simple, and that’s to make it easy for people to discover what the company is all about, and make sure it’s not hidden and tough to access. Because once they do know, they’re in. They’re with us." - Joy Howard, Patagonia's Vice President Global Marketing #BrandStory

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Interview: Ogilvy Entertainment president Doug Scott talks branded entertainment MIPBlog

Interview: Ogilvy Entertainment president Doug Scott talks branded entertainment MIPBlog | Branded Entertainment & Extended Commercial Avenues | Scoop.it
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WeightWatchers' Incredible You project: Personalized storytelling

WeightWatchers' Incredible You project: Personalized storytelling | Branded Entertainment & Extended Commercial Avenues | Scoop.it
I've been doing quite a bit of research lately about how we higher ed marketers can better incorporate storytelling to build brand identity and achieve our institutional goals. (This is more than j...
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Kevin Spacey Says Digital Platforms Are Killing the TV Pilot—and That's a Great Thing

Kevin Spacey Says Digital Platforms Are Killing the TV Pilot—and That's a Great Thing | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Academy Award-winning actor Kevin Spacey made headlines when he agreed to star in the Netflix original series House of Cards—and then made even more headlines when the critically acclaimed show began winning Emmys and Golden Globes.
Novel Influence's insight:

"The technology is here, and now it's up to us what content we put in it. That for storytellers, content builders, advertisers—how you get your story across, how you reach your audience—it's going to be a landmark idea that's going to build and build and build," #entertainment

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Steven Spielberg and George Lucas predict ‘massive implosion’ in film industry

Steven Spielberg and George Lucas predict ‘massive implosion’ in film industry | Branded Entertainment & Extended Commercial Avenues | Scoop.it
George Lucas and Steven Spielberg think the film industry is heading towards a cliff. The pair behind some of the most successful franchises in movie history think that conservative programming...
Novel Influence's insight:

The shift will present new opportunities both for consumers and filmmakers. Viewers will have access to a wide variety of programming, "usually more interesting than what you're going to see in the movie theater. And you can get it whenever you want, and it's going to be niche-marketed, which means you can really take chances and do things if you can figure out there's a small group of people that will kind of react to it." #entertainment 

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breaking into a theme park - YouTube

Share your videos with friends, family, and the world
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Lee Hardcastle Breaks into Thorpe Park - Thorpe Park Fright Night  http://youtu.be/ugM942grcS4 #BrandedEntertainment

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Disney Characters Instagram Feed

Disney Characters Instagram Feed | Branded Entertainment & Extended Commercial Avenues | Scoop.it

If Disney characters were real people they would probably have an Instagram, Facebook or Snapchat account where they post their selfies. Or at least this is what Italian Illustrator Simona Bonafini thought when she decided to make this neat collection of drawings.

Novel Influence's insight:

If Disney characters were real their instagram feeds would look a little like this.. #BrandedEntertainment

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‘The Big Ideal’ Fuels Cross-Platform Content: Ogilvy’s Abby Marks | Beet.TV

‘The Big Ideal’ Fuels Cross-Platform Content: Ogilvy’s Abby Marks | Beet.TV | Branded Entertainment & Extended Commercial Avenues | Scoop.it
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Starbucks Launches Global Brand Campaign Filmed in 28 Countries

Starbucks Launches Global Brand Campaign Filmed in 28 Countries | Branded Entertainment & Extended Commercial Avenues | Scoop.it
More than 220 hours of footage were filmed to capture “authentic, unscripted, moments of connection,” in 59 stores in 28 countries during the same 24-hour period.
The vignettes depicted can be delved into further by clicking on prompts at certain points in the video. Starbucks is also asking fans to post photos about meeting people on Instagram at hashtag #HowWeMet. It's also inviting employees and customers to share their coffee memories at Starbucks.com.
Novel Influence's insight:

"More than 220 hours of footage were filmed to capture “authentic, unscripted, moments of connection,” in 59 stores in 28 countries during the same 24-hour period.

The vignettes depicted can be delved into further by clicking on prompts at certain points in the video. Starbucks is also asking fans to post photos about meeting people on Instagram at hashtag #HowWeMet. It's also inviting employees and customers to share their coffee memories at Starbucks.com." #BrandEntertainment

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Marvel´s Secret Formula: Storytelling For Businesses

Marvel´s Secret Formula: Storytelling For Businesses | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Marvel´s Secret Formula: Storytelling For Businesses. intelligenthq Lately, storytelling has been increasingly praised as the most important tool to be use
Novel Influence's insight:

"Marketing discovers now how stories can connect humans at a very primal and emotional level, whereas technology can help us to engage and participate. In 2013, Marketing Week reported that the most successful brands differentiate themselves through the use of storytelling"

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Branded Content sends messages ads cannot, Diageo boss says | Advertising news | Campaign

Branded Content sends messages ads cannot, Diageo boss says. Campaign, first for advertising & creative news
Novel Influence's insight:

"We wanted to tell the whole story...it's quite hard to do that in an ad. There's a trend of interactive theatre...it's part of the future of branded content.

It’s not just about film or ads or sponsorships, it’s about creating experiences and things that people will talk about. It is going to be how a lot of brands communicate in the future, particular luxury brands." - James Thompson

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Now You Can Speak Elvish, Just Like In 'Lord Of The Rings'

Now You Can Speak Elvish, Just Like In 'Lord Of The Rings' | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Elvish is only one of the many magical languages developed by J.R.R. Tolkien. The feat of creating language for fantasy has proven to add to viewers and readers experiences. By transplanting their imagination to a new world, fans are able to learn th...
Novel Influence's insight:

"Constructed languages like Elvish are real languages, made-up of thousands of words created by fantasy writers, linguists and fans, with real language rules. While an extensive vocabulary is advantageous to a constructed language, there is a key differentiator we can see between just a lot of words and real language: Grammar.


Superfans of "The Hobbit," "The Lord of the Rings," "Game of Thrones," "Avatar," and "Star Trek" have dedicated websites and created resources, dictionaries, apps and translators, to teach enthusiasts these languages. They have also created online communities where fans can discuss conlang, create new words based off of the already existing lexicon, and continue to study Dothraki, Na'vi, Klingon and Elvish."

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Storytelling Your Way to a Better Job or a Stronger Start-Up

Storytelling Your Way to a Better Job or a Stronger Start-Up | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Learning — or relearning — how to tell stories requires some skill. And consultants and researchers are lining up to teach it, often for a hefty fee.
Novel Influence's insight:

"Oxytocin, which is produced in the brain. Researchers have found it to be plentiful in lactating women and released during orgasm. It is also thought to bolster trust and empathy.

To see the impact of storytelling on oxytocin, Professor Zak conducted a now well-known experiment. Participants had their blood drawn before and again after watching videos of character-driven stories. The result? When those watching the stories had an increase in oxytocin, they tended to help more — donating money to a charity associated with the story, for example.

Mr. Quesenberrys team coded each of the Super Bowl commercials for their number of acts before they aired. Some had only one act, others went up to five. Mr. Quesenberry determined that consumers rated the commercials with more acts as higher, which can increase the likelihood that they will be shared on social media." #BrandStorytelling

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REI's Great Customer Service Gets Hollywood Treatment

REI's Great Customer Service Gets Hollywood Treatment | Branded Entertainment & Extended Commercial Avenues | Scoop.it
When major brands appear in Hollywood films, you tend to assume some money changed hands in a product placement deal. Not so with REI and the movie Wild. The film is based on the memoir by Cheryl Strayed, who has a long-lasting, meaningful relationship with REI.
Novel Influence's insight:

Cheryl Strayed portrays her experience and positive experience with outdoor gear company REI. REI playing a crucial role, the Hero's _. Halfway through her 1,100 mile hike of the Pacific Crest Trail she lost her boots. Cheryl (played by Reese Witherspoon) was able to phone REI and they shipped her a new pair. No Questions Asked.

"The footwear company, created the boots that Reese Witherspoon wears in the movie—and they're now available for sale at REI. Each pair comes in a vintage Danner box, the exact box used in 1995 " #BrandedEntertainment

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UM's Chief Content Officer Scott Donaton Articulates the Value of Branded Entertainment [VIDEO] - Videonuze

UM's Chief Content Officer Scott Donaton Articulates the Value of Branded Entertainment [VIDEO] - Videonuze | Branded Entertainment & Extended Commercial Avenues | Scoop.it
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7 Christmas Brand Stories Worth Watching 2014 - Brand Stories - New Age Brand Building

7 Christmas Brand Stories Worth Watching 2014 - Brand Stories - New Age Brand Building | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Last year I reviewed two of the most talked about M&S and John Lewis 2013 Christmas Brand Story Ads. This year has not only seen the rise in competition, through brands taking part but also in the time and talent gone into making each storied ad. (Shares are based on Unruly Media Viral Chart and on [...]
Novel Influence's insight:

Latest contribution to BrandStories 7 Christmas Brand Stories Worth Watching 2014 Edition

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I torrented 'The Expendables 3' and I'm still going to see it in theaters

I torrented 'The Expendables 3' and I'm still going to see it in theaters | Branded Entertainment & Extended Commercial Avenues | Scoop.it
The Expendables 3 comes out August 15th in thousands of theaters across America. I watched it Friday afternoon on my MacBook Air on a packed train from New York City to middle-of-nowhere...
Novel Influence's insight:

"The people who have downloaded a leaked torrent of the movie are, almost certainly, the series' most fervent fans. They're the ones most likely to go see it in theaters, the ones who turned the two previous films into a $600 million franchise. And sure, maybe some of them won't pay $13 to see it again. But many of them will, because they'll realize how much they missed the first time. Many of them will also spend the next three weeks telling everyone they know how awesome this movie is, how Rotten Tomatoes is full of it and that really The Expendables 3 is two-plus hours of near-flawless action porn." #entertainment

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Twitter, Google, AOL and Vice pitch content in London ‘digital upfronts’ focus on video

Twitter, Google, AOL and Vice pitch content in London ‘digital upfronts’ focus on video | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Firms mimic US TV industry with showcases aimed at advertisers in a sign of growing significance of UK’s digital media. By Mark Sweney
Novel Influence's insight:

In the UK, digital display advertising is growing 30% annually and by the end of this year the internet ad market will be worth £7bn, more than twice as large as TV ad spend at £3.9bn.

“The industry is now moving so fast and there are so many new opportunities – in mobile, branded content, native advertising and video – that have only been around for maybe a year or so that we can introduce agencies and advertisers to,” says Guy Phillipson, chief executive of the Internet Advertising Bureau UK.

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TV producers urged to 'lift cloak of mystery' in bid to get more brands on board - mUmBRELLA

TV producers urged to 'lift cloak of mystery' in bid to get more brands on board  - mUmBRELLA | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Gemma Hunter TV networks and agencies must lift the "cloak of mystery" surrouding the making of television programs in a bid to bridge the gap between prod
Novel Influence's insight:

“You are not making a 30 second ad, you are making a TV series. You have to keep people interested the whole way through, Putting an advert in an ad funded program is a disaster waiting to happen. In a lot of cases you can make an entire TV series cheaper than you can make a 30 second TVCs,” - Gemma Hunter 

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15 Dothraki Phrases Every Game of Thrones Fan Should Know | WIRED

15 Dothraki Phrases Every Game of Thrones Fan Should Know | WIRED | Branded Entertainment & Extended Commercial Avenues | Scoop.it
If you come across the sea-fearing nomads from Game of Thrones, you either learn to speak their tongue or you die. Here are a few phrases you should know if you ever find yourself amongst the screamers (and a few you probably shouldn't).
Novel Influence's insight:

New Game of Thrones Extended Commercial Avenue - Dothraki Living Language Book, CD and APP. Deepening the story world of Game of Thrones yet adding a new source of revenue.

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This New GE Ad Is A Cross Between "A.I." And "Boyhood"

This New GE Ad Is A Cross Between "A.I." And "Boyhood" | Branded Entertainment & Extended Commercial Avenues | Scoop.it
When you're one of America's most storied companies, maybe you need to go really weird with your advertising to make a splash.
Novel Influence's insight:

" It's narrative-heavy, without so much as a GE logo or a reference to the company until the end frames. It’s an unusual approach--the concept of a little boy who communicates with machines better than humans isn't the typical "emotional" fare for a big advertiser--but it’s definitely captivating. The spot concludes with the an end line that ties it all back to the business at hand--“When you speak the language of industry, the conversation can change the world." 

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Tim & Eric's Awesome New GE Ad Stars Jeff Goldblum, Great Job!

Tim & Eric's Awesome New GE Ad Stars Jeff Goldblum, Great Job! | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Get weird and learn how to get successful guy lighting at normal guy prices.
Novel Influence's insight:

"Advertising comedy has gotten weirder in recent years, but there's weird and then there's Tim & Eric weird. So it's nice to see a giant corporation like General Electric embrace this brand of funny for such a mainstream product. All the absurdity aside, the ad actually fits in a client's dream worth of product demonstration and information."

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Seafolly / Panama: Stay Forever

Seafolly / Panama: Stay Forever | Branded Entertainment & Extended Commercial Avenues | Scoop.it
Novel Influence's insight:

Australian swimwear brand Seafolly unites perfectly brand products with Panama's song "Stay Forever" into a beautiful music video #BrandedEntertainment

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