Tag Archives: Axe

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Instagram Rolls Out Video Ads
Instagram is now selling video ad inventory launching the product with autoplay spots for Disney, Activision, Lancome, Banana Republic, and The CW. The ads started appearing this week and will continue to roll out over the coming weeks.

Tumblr Rolls Out Video Ads
Instagram isn’t the only platform rolling out video ads this week. Tumblr began featuring autoplay video ads from advertisers including The CW, Lexus, Axe, Universal Pictures, JCPenney, and Hulu.  Ads will be featured in Tumblr’s new video player (unveiled last week), which supports Vine and Instagram video.

LinkedIn Ad Sales Soar
LinkedIn continued its tear in the third quarter, with revenue climbing to $568 million. That’s 45 percent higher compared to last year. The increase was led by sponsored updates – a product that allows advertisers to reach members who don’t follow their company. Sponsored updates generated 31 percent of ad revenue in the third quarter.

YouTube Considers a New Subscription Service
YouTube is in the early stages of exploring new subscription services. Though specifics aren’t available, one option would be an ad-free service that users could pay for.

Global Social Media

Thousands Protest in Hungary over Proposed Internet Tax
Trouble is brewing in Hungary, as thousands of concerned citizens took to the streets in Budapest to protest a new proposed tax on Internet use. Over 10,000 protesters marched through the capital to demand the proposal be scrapped, as they believe it would increase their tax burden and curtail their freedom of expression and access to information.  The proposal was part of a bill drawn up by the current Prime Minister.  Protest organizers, backed by a Facebook group with over 210,000 supporters, issued an ultimatum demanding the tax be scrapped or they would return to the streets for more protests.

Noteworthy Campaigns

Taco Bell Blacks Out Its Social Sites to Launch Mobile App
As part of the launch of its mobile-ordering and payment app this week, Taco Bell blacked out its social media channels including Facebook, Instagram, Twitter, and even its website. The idea was to play up the announcement and attract attention with a Twitter feed, Facebook page, and website all showing nothing but a black screen. Each of those pages only offered a link to the app download. The chain was hoping to prompt conversation using the #onlyintheapp hashtag. The stunt appears to have had some initial success – 75 percent of all Taco Bell stores had processed a mobile order one day after the app launch. Taco Bell plans to continue with their social media activity, but it will be limited until they feel they’ve properly promoted the app.  They have since started promoted tweets and other social ads.

Tops In Branded Content

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.