Category Archives: Next Level Marketing

The Disruptive Potential Of Native Ads

Felix Salmon of Reuters discusses a magazine article on the new industry of native advertising. On websites, traditional marketing takes place through banner ads: annoying blocks of text that flash or blink, peddling some terrible product. We view them as intrusive. And we have learned to ignore them.

On sites like BuzzFeed however, native or sponsored ads are used. This is where ads are created to resemble real news articles or fun lists. The sponsored ads mirror the content of the websites that they are placed on.

(Ethical dilemmas have been raised about this kind of marketing, though. For example, while BuzzFeed clearly marks their sponsored ads as such, letting the reader know that this is, in fact, an add, more strictly journalistic or “serious” content sites risk confusing their readers. This is exactly what happened to The Atlantic when they ran a native ad for the Church of Scientology that read like a news article.)

Salmon argues that native ads on the Web are just like good TV commercials (the kind we hunger for during the Super Bowl.) They tell a story, and we want to share them. They work for the networks who air them, the brands who sell them, and the audience who views them.

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With Fake Viral Videos, Tradional Media Are Duped

First there was the bird of prey nearly snatching up a baby in his talons.

Now an adorable, heroic pig saves a drowning baby goat.

As it turns out, both of these videos were manufactured stunts. Writing at paidContent,the media observer Mathew Ingram praises these vids for their entertainment value, but criticizes the journalistic outlets who broadcast them without verifying if they are, in fact, authentic.

Where BuzzFeed and Reddit specialize in this kind of sharable, internet gold, traditional media merely amplify the marketing efforts of these viral campaigns, Ingram argues. He also notes that this both erodes the trust we have with journalists, and by imitating linky internet sites, renders their journalism more irrelevant.

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Fast & Furious 6 Ignites Fan Ad Campaign

Fast And Furious 6

The New York Times

When the Super Bowl commercial for Fast 6 came on, the room erupted. When the trailer featured a car killing an airplane someone threw the bowl of chicken wing bones in the air. And when Michelle Rodriguez’s character appeared in the last frame I fainted.

The franchise has achieved a strange and popular allure, running on the kind of horrible-but-awesome plots usually reserved for old-school Schwarzenegger movies, Roadhouse and Taken 1 – infinity.

Writing in The New York Times, Brooks Barnes reports that Universal, the movie studio promoting the film, has seized upon the fan frenzy. Through creative marketing techniques studio executives are trying to amp up the hype and drive up ticket sales. *Cut to Vin Diesel pressing down on the NOS*

Some notable next level marketing: Universal chose not to release a teaser trailer pre Super Bowl and instead initiated a supercharged ad campaign once the commercial aired. The studio harnessed the wild popularity of it’s stars–Vin Diesel, The Rock, Ludacris– who were encouraged to share posts, pictures and tweets that included behind the scenes material. In addition, fans of the series were polled and actually listening to: the movie’s title, the inclusion of The Rock and the return of Ms. Rodriguez are all ideas that came from the crowd.

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Vote Halo 4 President: 30 Crucial Reasons To Support Master Chief On Election Day

Halo 4 comes out on Election Day.  Coincidence? I think not! Check out my full GIF-packed list on BuzzFeed.

“You’re such a pragmatist, Chief”

 

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Red Bull Stratos Delayed Once Again

Tim Keeney writes on Bleacher Report

For the second time in as many days, you’re going to have to wait to watch Felix Baumgartner free-fall over 22 miles from the sky to the earth.

It appeared as though the daredevil’s Red Bull sponsored skydive from the stratosphere—man, that’s fun to say—was going to go off without a hitch on Wednesday afternoon, but as the wind kicked up, the crew was forced to cancel the mission for the second consecutive day…

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A Skydive From The Edge of Space: Red Bull Stratos

Redbull Stratos Felix Baumgartner

Redbull

Mike Wall write on Fox News

On Tuesday morning, Austrian daredevil Felix Baumgartner will attempt to break the world record for highest-ever skydive, leaping from a balloon nearly 23 miles above Earth’s surface.

If all goes according to plan, Baumgartner will step into the void 120,000 feet (36,576 meters) above southeastern New Mexico early Tuesday, then plummet to Earth in a harrowing freefall that will see him become the first skydiver to break the sound barrier.

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Halo 4: Forward Unto Dawn Episode 1

Leading up to the release of Halo 4, Microsoft has produced a 5 part live-action web series: Forward Unto Dawn.

The flashback episodes will follow the Master Chief and a young UNSC cadet, Thomas Lasky, who grows up to become the captain of the UNSC Starship Infinity.  If you’ve seen the Halo 4 trailer, you’ll know that this same ship crash lands on the new alien planet, right alongside Chief.

Forward Unto Dawn will be a compelling series, “filling-in” new fans on the back story and will provide cinematic glory for the uber-nerd fan hordes.

Episode 1 premiered on Friday.  My favorite part was, of course, the warthog.

Halo 4 drops on November 6.

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