Ah, yes. Content Marketing. The current panacea of every marketer's woes. Snarky as that may sound, content marketing does, indeed, play an increasingly important role in today's marketing mix. Dovetailing nicely with social media, it provides brands a marketing method that is much less in-your-face and far more informative than traditional advertising.
A new whitepaper, part of the Adrants whitepaper series, from communications firm Moveo posits five "laws" that can aid brands stepping foot into content marketing waters. The whitepaper explores:
Download the whitepaper now
- The relationship between content consumption and perishability
- The mission-critical role of the content curator
- The impact of source reputation on perceived quality
- How agencies and brands can create compelling content
to find how how your brand or agency can achieve the most from content marketing.
Bundaberg Rum, the brand that had all kinds of fun blowing up an alligator on a golf course...and then apologizing for it...is out with a new commercial that, well, blows up the true history of how Bundaberg Rum came to be.
Directed by Mike McGuire, the story of Bundaberg Rum having been born out of a surplus of molasses in 1885 shifts over the years, as is the case with many historical retellings, into a story filled with wonder and grandeur. Watch here as the brand has disabled embedding.
AMV BBDO has released a rather epic commercial for Guinness that features a rogue cloud that gains sentience and begins a journey from the sea to the city. On his travels, the cloud becomes witness to human life and, in the end, helps put out a fire with an on-command thunder shower.
A new campaign from the brand whose sole mission is to make women's boobs look bigger than they really are, Wonderbra, is out with a new Digitas-created campaign. Print and outdoor ads, which debut tomorrow, will feature a fully clothed Adriana Cernanova. An app, entitled The Wonderbra Decoder, will detect a QR code on the ad and reveal what she is wearing underneath. All the usual social sharing options will be present as well.
Of the campaign, Wonderbra UK Marketing Manager Martina Alexander said, "We are showing Adriana in her clothes, including simple jeans and T-shirt, and through our new and unique app consumers can reveal the Wonderbra behind the look. It's really female friendly and links to the outfit which was important to us."
Martina, we're quite sure this app will be very male friendly as well.
Barbarian Group is out with some stellar new GE work that extends its recent work for the brand's GE Flyover work which takes people inside factories where GE technology is used.
In this version, visitors can select from one of three locations for each mission. These locations feature technology GE has placed in action and the goal is to highlight the people and the machines behind GE. Selections will be then voted upon and the GE helicopter will head out on its mission.
The work acts on recent GE and Buzzfeed study findings that indicate shared creative content yields far greater results than simple online paid placements.
Well if only batteries could actually achieve what San Francisco 49ers pro linebacker Patrick Willis achieved. Powerful new work from Saatchi & Saatchi NY, Trust Your Power, offers a moving portrait of Willis, the challenges he faced growing up and his drive to overcome them.
Have you watched The Beauty Inside? It's one of the best examples of branded content ever. The story is deep, wide and intoxicatingly engaging. Over six episodes, we follow the life of a man, Alex, who looks different each day. And he's falling in love with the same woman who, of course, doesn't know he's the same man inside.
Alex keeps a journal of himself each day documenting his different personas. He's always alone because, well, it's not easy creating a lasting relationship with a person who looks different everyday...even if they are the same person inside.
Reacting to an economy that left 100 million 15-29 years olds worldwide unemployed, United Colors of Bennetton has launched Unemployee of the Year, a new campaign that aims to dispel the hard to shake stigma that younger workers are lazy and that it's their own fault they don't have a job.
Created by Bennetton's own FABRICA and 72andSunny, the campaign intends to "spark a global conversation" about the plight of Millenials and enable the group to share its stories and experiences.
In what has to be the dumbest car stunt advertisement is a very long time, Audi of America, to tout its 450 hp RS 5, has recreated the famed 1974 Evil Knievel Snake River Canyon jump. The jump, across a 4,781 wide section of the Snake River in Idaho, was a failure with Knievel landing in the river bed below.
The three-minute video begins with footage from the famed attempt and with Knievel intoning "Each time I was hurt, they all said that guy is lucky he's not dead. And they were right. But I wanted to get up and try again."
- Extreme Group has launched Karma Gaming and a new executive team with an epic-ish video.
- On Thursday, September 13th, the Art Directors Club launches new series 'CRE8,' an ongoing initiative by the ADC that will showcase creative talent by collaborating with a partners across the advertising, music + art industries.
- To celebrate the arrival of the Spark, Chevrolet is partnering with MTV Iggy, a multiplatform brand elevating global artists and pop culture trends, to launch "Cover the World," a new online music showcase that will bring artists from abroad to North American shores along with the Spark.
- Blazing Dragonfly vodkas say add some vodka to your body. After all, the body is 75% water and only 0.02% alcohol.