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News

ABERDEEN/COLUMBUS, OH: Craft beer brand BrewDog has launched a subscription video-on-demand service which promises to deliver “original content spanning beer and spirits, food and travel and everything in between”.

Article

Electronic Arts, the gaming company, is using eSports to build its Madden football brand in various ways.

Article

The National Football League (NFL) is using eSports as a means to reach multiple audiences thanks to a partnership with Electronic Arts, the gaming company.

Article

The traditional TV quiz show is moving onto mobile, as HQ Trivia offers cash prizes to winners of its twice-daily livestreamed shows.

News

MANCHESTER: Documentaries about sports personalities and teams are nothing new but streaming services are taking these to a new level with extended behind-the scenes series at major teams that have global appeal and can generate valuable data.

News

WELLINGTON: Kiwibank successfully grew market share versus New Zealand’s big banks by focusing on financial education and behaviour change via its own unbranded TV show, according to a senior executive at the financial services brand.

Article

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

News

LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Article

Locally-owned Kiwibank successfully grew market share vs New Zealand’s big banks by focusing on financial education and behaviour change via creating its own unbranded TV show.

Article

Audi USA, the automaker, partnered with Reddit on “Think Faster”, a content series that entertained the service’s users in an authentic, platform-appropriate way.

Article

Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Research Paper

BBC Global News, the international news and current affairs television channel, created a campaign-testing tool that allows advertisers to measure the effectiveness of branded content.

News

NEW YORK: Marketing researchers are yet to provide measurement standards that fully demonstrate the efficacy of branded content across TV and digital, according to a paper in the Journal of Advertising Research (JAR).

News

MADRID: Traditional Spanish telco Telefónica has announced a push into Latin America with its Movistar+ original content platform and the launch of the most expensive Spanish series ever made.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Opinion

Lennie Stern is Head of Creative and Entertainment Strategies, BETC Paris and a judge of the Effective Content Strategy category in the 2018 WARC Awards.

Article

General Electric, the industrial conglomerate, successfully used branded content to show off its credentials as an innovator and a pioneer in the renewable-energy revolution.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

News

LONDON: Xbox, the Microsoft-owned games console, has reported encouraging early results from its partnership with media company JOE as it seeks to reach its target audience of Gen Z consumers.

Article

Generation Z is proving a difficult demographic for advertisers, not being swayed by traditional methods and having an advanced filter for discerning interesting content.

News

MANCHESTER: Amazon is making its first foray into the globally popular and lucrative English football market with plans to produce a behind-the-scenes TV series following Manchester City FC through its 2017-18 season.

News

HANGZHOU: Alibaba, the Chinese e-commerce giant, kicked off its annual 11.11 sales event with a “See Now, Buy Now” multichannel fashion show earlier this week, and the company’s Chief Marketing Officer sees the promotion as the ...

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

News

CANNES: Giving Barbie a video blog on YouTube has paid major dividends for Mattel, the iconic doll’s parent company, in terms of both consumer connectivity and sales growth.

Article

This event report addresses how Mattel, the toy manufacturer, is building a diverse content platform to bring its Barbie brand to life.