CANNES/NEW YORK: AB InBev, the US beer-brewing conglomerate, is shifting the focus from advertising through interruptions toward creating content that will attract people by pitching series ideas to channels and creating spectacles that people will ...
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.
WASHINGTON DC: Celebrities and other influencers who post content on Instagram have been warned by US regulators that they must fully reveal their relationship when they promote products on behalf of brands.
Eleanor Thornton-Firkin and Leah McTiernan, Research on WARC, Ipsos Connect, March 2017
This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.
Craig Rodney, WPP Atticus Awards, Merit, Digital Communications, 2016
This article aims to lay down firm, comprehensive advice to brands attempting content marketing, arguing that it allows communicators to break rules and step out of comfort zones, but that creators should not stray from the fact that consumers will always choose to experience great content.
Laurent Muzellec, Christopher Kanitz and Theodore Lynn, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 399-417
Fictional brands are brands that exist only in the world of fiction and not the real physical world. Reverse product placement consists of transforming these fictional brands into products and services in the real physical world.
Krista Cornellis and Simon McDonald, WARC Exclusive, Next Generation Research, January 2013
This presentation addresses how brands can build research communities through social media. It looks at what works and what doesn’t, and provides case studies into how social media communities are currently being used to move beyond buzz towards deeper insights for brands, products and communication.