DEW Speakers: Authenticity, Accessibility Key to Marketing Content

Authenticity and accessibility were two of the top themes for speakers on the “View From the Top: The Future of Content Marketing” panel at the Digital Entertainment World conference in Marina del Rey, Calif., Feb. 5.

“We’re in a very admirable position in that our content, movies, movie trailers, people view it as a form of entertainment,” said Sandro Corsaro, SVP and chief creative officer, Fandango. “Not many people here would watch three or four car commercials for entertainment, but people love trailers.”

He noted how entertainment has a natural viral nature.

“Our influencers, if you will, if you look at Chris Pratt on Instagram yesterday or the day before, he posted about The Lego Movie 2, he posted about the Rotten Tomato score (Rotten Tomatoes is a sister company to Fandango) and that pushed to Fandango,” he said. “We don’t pay him to do that. We don’t tell him to do that. He has a vested interest obviously in the success of the content, so we’re fortunate in that sense.”

Subscribe HERE to our FREE daily newsletter!

Fandango also uses branded marketing.

“We had a program over the summer called Fanticipation with Microsoft Surface where we had a bunch of influencers get together and talk about movies using the Surface Pro to kind of diagram and design and talk about superhero movies,” he said.

Both instances involve authenticity and accessibility that make the campaigns more relevant for digital audiences.

“The expression of authenticity and the expression of accessibility through content marketing — those are the core tenets that we think of all the time when we talk about movies,” Corsaro said.

Kym Nelson, SVP of Twitch, noted that the gameplay live streaming service is one that tends to “resonate with Gen Z and the millennial audience, and [advertisers] recognize that that is their current and future consumer.”

Twitch has gathered those streamers into a force that brands can utilize.

“We’ve created a tool that automates the ability for all of our streamers to participate in a bounty if you will and we’re able to collect data on the backend and for any data we can match the information from the brand and the information from the streamers,” she said.

For instance, with Dollar Shave Club, Twitch utilized appropriate streamers to review and talk about the product. “We had them play with it and we knew it was a roll of the dice,” Nelson said.

Suffice it to say, there were unexpected streamed responses.

“They are laugh out loud funny,” offered Russell Arons, SVP and GM of Machinima.

Fandango, too, has been able to leverage comedy.

“Kevin Hart has been obviously on this meteoric rise,” noted Corsaro. “I think he’s what 135 pounds so we made him a belt that said, ‘Pound for Pound, Biggest Movie Star in the World.’ We gave him that belt in front of the Rock and we kind of watched it matriculate on the Internet.”

Authenticity, often proffered by comedy, is not the only thing marketing in the digital age requires; accessibility is also important.

“Experiential is the thing right now,” said Arons, referencing events such as Comic-con and the interaction with fans there.

“This desire to find their communities in person that they’ve been interacting with online is incredibly powerful,” she said.

Twitch’s Nelson added that “integrating [experiential] with a live stream platform so that that experiential experience can be broadcast to a wider audience so people in Mississippi, who may not be at Comic-con or South by Southwest, have that live experience [is also important].”

Tim Sovay, COO of CreatorIQ, noted the Feb. 1 event featuring DJ Marshmello and the Fortnite game platform.

“There was no brand involved in this, but it was just the power of the platform with the right artist and the right audience,” he said. “10 million confirmed viewers on a 10-minute concert took place live on the platform.”

Amy Poehler to Star in Comcast Xfinity Ad Campaign

Amy Poehler will star in a year-long Xfinity advertising campaign starting Feb. 4, Comcast announced.

The campaign featuring the actor, producer and director (“Parks and Recreation,” “Saturday Night Live,’ Inside Out and upcoming “Wine Country”) is called “Simple, Easy, Awesome – starring Amy Poehler” and uses her “unique sense of humor and wit to put a spotlight on the brand’s product benefits, across Xfinity Internet, Xfinity TV and Xfinity Mobile,” according to the Comcast release.

The two launch spots — “Potpourri” and “Make Yourself at Home” — will air across television, digital, mobile and radio.

Subscribe HERE to our FREE daily newsletter!

“Working with Amy has been a dream — her charm, charisma and relatability are a great fit for Xfinity and her improv skills really took our creative to another level,” said Eileen Diskin, SVP of marketing communications at Comcast, in a statement. “We’re proud to have her represent our brand and look forward to building upon our partnership with Amy throughout the year.”

“Simple, Easy, Awesome – starring Amy Poehler” brings to life the idea that you don’t have to be an expert to get the most out of technology, and the commercials put Poehler in real-life locations ranging from a family’s home to an Xfinity retail store, according to the release.

The campaign will include multiple TV spots to roll out in the coming months.

In addition to the creative content, the Comcast partnership with Poehler includes product integration into the company’s Xfinity X1 platform. Customers can say things such as “Amy is Awesome” and “Everything Amy Poehler” into the X1 voice remote and they will be taken to a special page with a curated collection of Poehler’s movies, shows, talk show appearances and more, and also will be able to unlock special voice messages from Poehler.

Xfinity has more than 30 million customer relationships across the country, according to the release, and the X1 platform includes Netflix, YouTube and Amazon Prime Video with the voice remote processing more than 700 million commands each month.

Warner Reorganizes PR and Marketing Teams

Warner Bros. Motion Picture Group has undergone a reorganization of its public relations and marketing teams, cutting 15 jobs in New York and Los Angeles and promoting some executives, according to reports.

Variety broke the story about the cuts.

Warner is consolidating the marketing and public relations teams under Blair Rich, president of worldwide theatrical and home entertainment marketing, Variety reported, noting that the cuts were not related to the AT&T-Time Warner merger.

The studio is combining domestic and international publicity units under Michelle Slavich, head of global publicity and strategy.

“Back in January, we announced a restructure of our film and home entertainment businesses to enable us to remain competitive while facing an evolving business environment that grows more global every day,” Rich wrote in a memo to staff, Variety reported.

Dana Nussbaum will oversee theatrical media, Deadline reported, and will more closely align it with the home entertainment media unit. As part of the move, Jack Walker has been promoted to SVP, media and digital marketing, home entertainment, reporting to Nussbaum and Jessica Schell, EVP and GM, film at Warner Bros. Home Entertainment, according to Deadline. Walker will work with Andrew Hotz, who oversees theatrical digital marketing and media, and Jeff Brown, who oversees home entertainment television, Deadline reported. Walker had previously reported to Schell and Brown.

Lynne Frank, president, international marketing and worldwide planning and operations for Warner Bros. Pictures, will be leaving the studio at the end of the year to pursue new professional opportunities, the studio announced Oct. 23.

Also leaving are EVP of international publicity Lance Volland and Ernie Johnston in promotions and field publicity, according to Deadline.

Universal Unleashes AR Experience With Facebook to Promote ‘Jurassic World: Fallen Kingdom’

To mark the global 4K Ultra HD, Blu-ray and DVD release of Jurassic World: Fallen Kingdom, Universal Pictures Home Entertainment has partnered with Facebook and Messenger to unleash sharable in-store and in-home augmented reality experiences showcasing the film’s dinosaurs.

The AR experiences featuring different dinosaurs from the film will debut Sept. 18 timed to the film’s North American home entertainment launch before rolling out around the world.

It is the first integrated AR experience across the Facebook family of apps — specifically Facebook and Messenger — according to a Universal press release.

“Just as Jurassic World: Fallen Kingdom expertly transports viewers into an immersive world of discovery and wonder, the new AR offerings in-store and in-home serve to effectively extend that excitement and innovation to our global home entertainment release,” said Hilary Hoffman, EVP, marketing, UPHE. “We are thrilled to have a world-class partner in Facebook to help power these engaging AR experiences and are sure they will captivate and delight Jurassic fans of all ages.”

On the day of the release, participating retailers across 18 countries will showcase, for a limited time, the Jurassic World: Fallen Kingdom in-store displays that will include instructions on how to trigger an AR experience. Shoppers scan a special QR code to launch the sharable AR effect that places the Indoraptor directly in their path. In the U.S. alone, the experience spans more than 17,000 stores across multiple national retail and grocery chains, according to the release.

The in-home experience is activated off of an insert in the product packaging using the Messenger camera. The experience unveils an interactive, baby version of the film’s Velociraptor hero, Blue. The animated Baby Blue can be placed in any environment, and images and video of her can be captured and shared with friends.

Both the in-store and in-home experiences are compatible with iOS and Android devices. Users should utilize the latest version of the Facebook and Messenger apps, according to the release.

Jurassic World: Fallen Kingdom, the second installment in the dinosaur series reboot, has generated nearly $1.3 billion at the worldwide box office to date. Executive produced by Steven Spielberg and Colin Trevorrow, the film stars Chris Pratt and Bryce Dallas Howard.

Atom Tickets Adds Muscle to Advisory Board

Atom Tickets, the online movie ticket service backed by Lionsgate and 20th Century Fox, among others, May 21 announced the addition of Dwayne Johnson and his production company to its advisory board.

Johnson, his business partner/ex-wife Dany Garcia and Seven Bucks production company will provide their “expertise” to the ticket startup. Other advisory board members include Steven Spielberg, J.J. Abrams and Tyler Perry.

Matthew Bakal, co-founder of Atom Tickets, said Johnson brings a “unique and impressive connection” to moviegoers, that apparently will translate into ticket purchases.

“We’re honored to have the opportunity to tap into his passion for the motion picture industry to ideate the possibilities,” Bakal said in a statement.

For Johnson, star of myriad action movies, including Sony Pictures’ Jumanji: Welcome to the Jungle, New Line’s Rampage and upcoming Universal Pictures actioners, Skyscraper and Red Notice, partnering with Atom Tickets bring the moviegoing experience to consumers before they enter the theater.

“We are … revolutionizing the business of ticket buying as a whole,” Johnson said. “The Atom Team is an amazing group of individuals, who like us, are purely focused on the audience first.”

The free Atom Tickets app and website provide relevant movie reviews, trailers and synopses to help consumers make the best decision on what to see. App users can invite friends (via their contact lists) to purchase their own Atom tickets, among other features.

Hulu to Offer Ad-Supported Content Downloads

Hulu May 2 announced it is making available select content for download, enabling subscribers the ability to watch content when offline. Netflix and Amazon Prime Video have featured offline viewing since 2016.

Hulu’s offline viewing will be ad-supported, which it said offers marketers an alternative opportunity to reach consumers. Netflix and Prime Video are ad-free.

“Our launch of the industry’s first ad-supported downloadable content experience is yet another example of how Hulu is innovating viewer-first ad solutions to drive powerful results for brands” Peter Naylor, SVP of advertising sales at Hulu, said in the presentation at the Hulu Theater in Madison Square Garden in New York. “With downloadable content, we’re offering brands more ways to connect with engaged viewers who love the experience of watching television, wherever they may be.”

Hulu also disclosed that Nielsen Digital Ad Ratings (DAR) for OTT is now its go-to media measurement tool. Advertisers can use DAR to measure, guarantee and report campaign audience delivery across all desktop, mobile and connected devices, providing vital insight into viewership on the platform. With 78% of Hulu viewing taking place in the living room, Hulu claims DAR provides accurate, holistic measurement for everyone watching.

Hulu announced it has expanded its suite of “sales effectiveness” tools with four new partnerships. It will now offer attribution across the auto and retail categories, working with IHS Markit for Polk Campaign Measurement Solutions and Nielsen Buyer Insights, respectively.

In addition, Hulu announced an expanded offering for CPG brands with the help of IRI’s attribution solution. And in partnership with Experian, Hulu will offer advertisers the ability to enhance their CRM data with Hulu’s first-party data to deliver better insight into sales growth on the platform.

 

 

Sling TV Gets New Ad Agency, Bows New Marketing Campaign

Sling TV March 12 announced it has a new ad agency of record – underscoring concern its TV spots with tough guy actor Danny Trejo could be over.

Indeed, Dish Network’s pioneering online TV service with more than 2 million subscribers bowed a new multimedia marketing campaign, “We Are Slingers,” positioning Sling TV as a flexible live streaming service providing more choice and control than any other over-the-top (OTT) provider.

“Slinging is about breaking norms and connecting people with TV that satisfies through choice and control at a reasonable price; it’s a way of life,” Colleen Sugarman, head of marketing at Sling TV, said in a statement.

In addition to the commercials, elements of the campaign include a dedicated landing page, a new look and feel for the sling.com homepage, digital, mobile, new media and out-of-home ads, paid and organic social posts, YouTube videos, pre-roll and OTT video ads, paid search, in-device promotions on Sling TV supported devices and other direct-to-consumer promotions.

Additional spots will roll out to the general market in the coming months.

“We’re competing for attention not just with our client’s competitors, but with everything people are consuming as content,” said Karen Costello, chief creative officer at The Martin Agency. “The cheeky misdirect and play on the name is super sticky and a great way for Sling TV to be part of the conversation about TV ‘lifestyle’ viewing options.”

Sugarman said Sling TV needed an agency that could help inform consumers how the platform is the best way to watch live TV.

“The Martin Agency’s strong history of navigating highly competitive industries to successfully deliver for their clients made them the ideal choice,” she said.

Sling’s previous ad spots – created by media/digital network Society – focused on Trejo, whose lengthy career as TV and movie villain was underscored in a short but memorable role in “Breaking Bad,” threatening anyone who didn’t break from pay-TV.