brand-e » -e.online

Eau to be young

admin — Sat, 31 Jul 2010 09:30:27 +0000

We bring you the Live Young Gallery from Evian. Using Facebook Connect, visitors can join the celebs and models already hanging there online. Just pick a Tee, upload a pic, et voila.

Welcome to the Beamfire

admin — Fri, 30 Jul 2010 09:20:07 +0000

It’s time to join Jim Beam’s Beamfire. Simply visit Beamfire.com and lose the old you. There are just three weeks to go, so register. ‘Life is like a good bourbon and eight years changes everything,’ the brand says. (It takes eight years to age JB, by the way).

Barclays, the urban game

admin — Thu, 29 Jul 2010 09:50:02 +0000

Barclays has developed an online game. But don’t worry, it has nothing to do with waterslides. We’re talking 56 Sage Street and self-made millionaire Mr C who has mere weeks to live and is looking for a successor – our hero teenager has one chance to make it in the city…
Here’s the trailer.
Here’s the branded game – choose your teen.
brand-e: presumably aimed at the youth market but slides seem more barclays to us

Lacoste – the biog, the brand

admin — Tue, 27 Jul 2010 09:30:22 +0000

Lacoste has gone and published a big digital book to tell the story of René Lacoste, the tennis-playing founder of the brand. The six-chapter tome chronicles notable events in RL’s life, including A Young Sportsman: Bold & Tenacious, An Inventing & Innovating Mind, plus 1927, The Year Of The Crocodile. It’s an interactive biography, so be prepared to click.
brand-e: nice brand fit but we’d have like a bit more edge to the book – all inventiveness is in the tech

Game on for TV spies

admin — Tue, 27 Jul 2010 09:20:09 +0000

USA Network and digital agency Ralph have developed an online interactive game, The Farm, to promo the TV series Covert Affairs. Players have to work alongside one of the characters from the show in her role as a spy. New challenges will be posted, enabling fans to use Facebook Connect to pull in information, share scores and gain extra points by recruiting their friends to help answer questions.
“After viewing the show’s pilot, we collaborated to craft our ideas into entertaining gaming experiences for aspiring CIA agents,” says Ralph. “The goals were to immerse fans within the intense CIA training exercises Annie Walker has to go through in the show, while also enabling users to recruit allies using Facebook.”

Dita puts the fizz in Perrier

admin — Mon, 26 Jul 2010 09:30:03 +0000

By Simon Fuller. You can get people talking with an evocative piece of branded entertainment. But to make that branded entertainment really grab the eyeballs, you often need an eye-catching star. Someone like burlesque dancer and fetish model Dita Von Teese, who has been deployed by water brand Perrier to make its latest campaign fizz.
Perrier has rolled out an interactive mini-site, PerrierByDita, set in a huge mansion, with the visitor exploring darkened hallways and rooms from a first-person perspective. There’s just one other person in the house, and that is none other than Miss Von Teese herself, on seductive form.
“[Towards] an objective of attracting younger people and developing its online presence, Perrier wanted to create something special around its partnership with Dita Von Teese,” says Thomas Christiaen, account director at Ogilvy & Mather Paris, which put together the campaign in collaboration with production company B-Reel.
“The aim was for Perrier to propose an unique experience to the consumer and generate conversations around the brand. The risqué is part of Perrier’s DNA: Perrier has always been daring in communication but always remains subtle and elegant. Perrier is not a shy brand, she tends to be on the edge, and that’s what has always helped generate conversations around all Perrier communications.”
So, why Ms Von Teese?
“From a digital and content standpoint we were seeking someone with true ‘talk value’,” says Frederic Levron, head of digital and content at Ogilvy & Mather Paris. “Someone with enough charisma to inspire great storytelling.”
“She’s literally a living symbol of Perrier, sharing with the brand [the] common values of elegance, cutting-edge and sexiness,” says Christiaen.
Site visitors get to douse themselves in branded entertainment, since PerrierByDita boasts 20 minutes of interactive video experiences. These include deciding in which order you explore the mysterious mansion of the site, through to rolling the dice in the mansion’s lounge to decide your fate. And Dita is on hand throughout, glamorous and titillating as ever.
“The concept of this brand entertainment experiment is motivated by an ambition to go beyond content in which you are just a spectator, to put you in the heart of the action and make you the content player,” says Levron. “We have tried… to bring together all of the knowledge of Ogilvy – this combines our experience in film with the new opportunities of the Internet.”
brand-e: classy and engaging content for the discerning water drinker

Seat seats sex behind the wheel

admin — Mon, 26 Jul 2010 09:00:19 +0000

VW-owned car marque Seat is rolling out an online reality programme, Seat Sex Drive, aiming to determine whether men or women make better drivers.
The brand is looking to recruit 200 car jockeys via Facebook and its Club Seat online destination. Auditions will whittle down participants to four members of both sex who will compete against each other in a grand final. The competition will be broadcast online in a seven-part series presented by Channel Five’s Fifth Gear hosts Vicki Butler-Henderson and Jonny Smith.
The winners will form part of the official Seat UK team in the 2011 Britcar Championship, and will be trained to pass their MSA race licences, plus get the opportunity to drive in the endurance-based race series.

Consumers lean towards targeted ads

admin — Mon, 26 Jul 2010 08:44:26 +0000

Consumers are increasingly willing to accept targeted advertising, according to a global survey conducted by KPMG. Fifty eight percent of respondents to the Consumers & Convergence research say they would be willing to allow their online usage and personal profile information to be tracked, if this would result in lower costs.
Some 80% of Hungarians say they are favour of tracking, followed by the Brazilians with 72%, Indians and Russians, both with 65%. Least keen are the Poles, with 30%, the Dutch, with 37%, and the Canadians, with 42%.
“There seems to be a clear distinction in consumers’ minds between uncontrolled use of personal information, and properly regulated use,” says Sean Collins, global chair, communications and media for KPMG. “They do see the value in allowing service providers to have access to the information necessary for more tailored services, but they are only prepared to do this if the risks are controlled and, crucially, if there is some value in it for them.”