Tops In Branded Content September 13, 2010

Written by: Digitally Approved
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From Axe and Old Spice to Gucci and State Farm, Fanscape has compiled some of the best in branded entertainment for your enjoyment.

Funny Or Die’s “Between Two Ferns” – Speed Stick

One of the many funny series and videos on FOD is Zach Galifianakis’ “Between Two Ferns”. In the most recent edition, Galifianakis (as twin brother Seth) speaks uncomfortably with Sean Penn and endorses the product, Speed Stick. With almost 1.5 million people having watched this particular episode in less than two weeks, FOD and Speed Stick effectively pushed the boundaries of product placement.

Axe Detailer – Clean Your Balls

Launched at the beginning of the year, Unilever’s “Axe Detailer – “Clean Your Balls” campaign portrays an infomercial spoof, where Axe demonstrates the importance of keeping your “equipment” clean and showing off the features of the Axe Detailer tool. More than 3.5 million views of this unique online video have been racked up to date.

Gucci – Gucci Guilty

This premier brand has entered the online content market in a big way by teaming up with “Sin City” director, Frank Miller, to create a short film around the launch of its new woman’s fragrance, “Gucci Guilty”.  A trailer for the short was release at the end of August and the worldwide premier was aired during the MTV VMA’s this past weekend.

Old Spice – Old Spice Your Man

The resurgence of Old Spice is one of the best (re)branding stories of 2010. It all started with the commercial heard around the world on Super Bowl Sunday, “The Man Your Man Could Smell Like” inspired the ad world by creating over 200 individual online response videos aimed at influential bloggers and twitterers. In one day these videos were viewed more than 4 million times – well over 50 million times to date. Even more incredible, Old Spice claims to have seen sales grow 106% during the month of the online campaign.

Gillette – Gillette UNCUT


Gillette partnered with acclaimed rock photographer Danny Clinch to create a series of short films that take an intimate look at what goes through the minds of some of the world’s biggest artists before they take the stage. UNCUT is an introspective video backstage pass that features Will.I.Am, Tim McGraw, Mark Hoppus of Blink-182 and The All-American Rejects.

State Farm Insurance – OK Go’s “This Too Shall Pass Video

State Farm teamed up with viral video darlings OK Go to sponsor their Rube Goldberg-inspired music video of “This Too Shall Pass. The video made its worldwide premier on Ustream that kicked off with a live discussion with band members and within the first week had been watched more than 8 million times. Close to 17 million have seen the video to date.

Ikea – Easy To Assemble

In this web series, Hollywood actress, Illeana Douglas is followed as she decides to quit her acting career and work for Ikea in Burbank, CA. The series garnered more than 5 million views and was so popular, it was picked up for a second season.

Proctor & Gamble – “Buppies” and “My Black Is Beautiful”

P&G co-produced two web series for BET to draw attention to the company’s cache of beauty products for African American women. “Buppies” was a scripted drama that featured sponsorship and product integration from CoverGirl. “My Black Is Beautiful” showcased products such as Pantene, CoverGirl and Olay in makeover-type settings. In addition to attracting millions of views, P&G saw product sales increases of 14% for Pantene, 4% for CoverGirl and 3% for Olay.

Edge Shave Gel – “Anti-Irritation Zone”

Edge Shave Gel recently launched a branding initiative with Funny Or Die that features comedian John Caparulo.  The campaign plays off of everyday irritations, and explains how Edge Gel prevents irritation during shaving. In addition to viewing and voting for your favorite “irritation” video, visitors are invited to upload their own videos about things that irritate them for a chance at weekly cash prizes and a grand prize trip to Las Vegas.

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