brand-e » -e.video

Novak novel, the video

admin — Fri, 30 Jul 2010 09:30:03 +0000

Yet another YouTube trailer for a book. This time its for White Heat by Brenda Novak, which follows the fortunes of Nate Ferrentino and Rachel Jessop, operatives for Department 6, who go undercover to expose a new and dangerous cult living in a ghost town called Paradise in the Arizona desert.
By the way, Novak came to storytelling in a novel way. “”I caught my day-care provider drugging my children with cough syrup and Tylenol to get them to sleep while I was away,” she says. “It was then that I decided I needed to do something from home.”
Makes sense to us.

Paglieri goes crowdsourcing with Zooppa

admin — Thu, 29 Jul 2010 10:05:23 +0000

Italian body care brand Paglieri has partnered online creative community Zooppa to crowdsource a 60-second video. Spotmakers need to consider Paglieri’s 130-year history and tradition, its harmony with nature, its passion… and more.

Nokia turns to animation for tech tale

admin — Wed, 28 Jul 2010 09:00:29 +0000

Time to take a look at Basil & Pepper, a five-minute animated movie from Nokia Research Center. It’s the brand’s way of simplifying something called Cognitive Radio, a technology Nokia researchers are beavering away on back in Finland. It’s all about sharing ID, mobile-enabled billboards and more. Just ask Basil. Or Pepper the Dog.

Forecast that virality

admin — Tue, 27 Jul 2010 09:40:18 +0000

And now we have a self-styled ‘video-prediction engine’. The owners of PopScreen claim the new online destination, which monitors an array of websites, among them YouTube, Vimeo and Dailymotion, can predict which clips are set to go viral.
“Don’t be surprised to find that some of the videos detected by PopScreen end up making the nightly news – it happens occasionally,” say the PopScreen folks. “More importantly, we hope you enjoy consistently getting the scoop on hot news clips, underground music videos, soon to be viral sensations, and other things you’re interested in.”

Ford aims for buzz-worthy with webisodes

admin — Mon, 26 Jul 2010 10:00:53 +0000

Ford America has rolled out an eight-webisode series on YouTube featuring events from the second phase Fiesta Project which sent teams out on the road to produce ‘buzz-worthy’ content. The brand says the campaign, which launched in May, brought in over 1 million views across YouTube and Fordvehicles.com, and spawned 5,000 online conversations on Facebook, Twitter and YouTube.
“The Fiesta Project webisodes allowed us to use real people to share their experiences with the Fiesta in a very authentic way,” says Jonathan Beebe, Ford digital comms aanager. “The response to the Fiesta indicates that we’re making a real connection between the product features and their real-world lives.
The Fiesta YouTube channel is right here
brand-e: nice social idea, and the metrics are great… but does anyone else think this is a tad conservative?

Looking for the super-connectors

admin — Thu, 22 Jul 2010 09:30:02 +0000

By Simon Fuller. Not too long ago in these very pages, Claudio Branno, head of seeding at viral vid experts The Viral Factory, told us just how to go about starting up and then monitoring a viral seeding campaign Well, at brand-e’s Buzz about the social media buzz event, which took place last Wednesday in London, Branno was again on hand to delve a little deeper into the mysteries of the seeding world.
It turns out it’s all about three big groups of users online. There are super-connectors, who are the big dogs who write blogs and upload vids to YouTube, Plus connectors, who are pretty active online and form a core audience for the output of the super-connectors. And finally, there are the connected, the rank-and-file of the social media world who hit Google to go looking for information or watch a vid after being recommended to do so by their mates on Facebook.
“The super connectors and connectors allow the connected [to get access to content],” said Branno. “They allow the expanding of the audience, across the platforms which reach people online.”
And Branno was also keen to explain just what the seeding process can be used for. It seems that as well as spreading the content out to video platforms, key blogs and so on, other components of a seeding strategy include geo-tracking and the accumulation of feedback.
“Seeding is good for spreading content fast across the web, [sparking] conversation about a product,” he explained. “Seeding is not so good for direct influence on client sales; it’s more about image. And seeding is not so good for driving traffic to client websites.”
Finally, it appears there’s some debate among seeding experts as to what the best method of video seeding is. Is it a video sharing platform like YouTube and its ilk? Or a bespoke video player?
“The video sharing platform is more spontaneous, it moves at viral speed and allows for spontaneous re-seeding,” said Branno. “But it relies on the metrics of the viral sharing platform. The bespoke on the other hand is more reliable, the metrics are precise. But doesn’t really allow for viral spread.”

Famous for Absolut

admin — Tue, 20 Jul 2010 10:00:36 +0000

Absolut has come over all Warholian for 2010’s Galway Arts Programme and commissioned artist Phil RetroSpector to develop an AV project, Absolut Superstar. Here’s Andy… And you can even get your hands on Absolut Warhol wallpaper right here, if you like. By the way, the brand and Andy do go back a bit.

The devil in Brett Easton Ellis

admin — Tue, 20 Jul 2010 09:45:33 +0000

Picador has gone beyond the trailer to promo Brett Easton Ellis’ latest novel, Imperial Bedrooms. The publishing imprint has teamed with digital agency to Ralph to create on online experience, TheDevilInYou, inspired by the book and aimed at testing readers’ ‘moral aptitude’.
The destination hosts an interactive video which enables visitors to play the role of Clay, a Hollywood producer, as he runs a seedy casting session somewhere in Los Angeles. That means directing the actress so that she might get high booze and drugs, start to dance… and more. Players can then share their ‘devil-in-you rating’ by posting their scores to Facebook and Twitter.
“We wanted to create an immersive experience for Bret Easton Ellis fans,” said Lee Dibble, senior marketing manager at publisher Pan Macmillan. “The lines between reality and fantasy are blurred, allowing players to become the central character of the book.”
brand-e: We like the interactive element, but not quite complex enough for decent engagement