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Posts Tagged ‘Alex Weprin’

ESPN Launches Campaign to Defend Brand Against Time Warner Cable

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Disney and ESPN have launched a campaign, “I Have Choices,” to present their side of the story in relation to current negotiations with Time Warner Cable. Disney’s deal with TWC runs out on September 2nd, meaning ESPN and other networks may be dropped from the cable provider.

Alex Weprin at our sibling blog WebNewser reports:

A website, www.IHaveChoices.com and Facebook page have already launched and feature content about the potential loss of ESPN, as told from ESPN’s perspective, of course.

Of course, the “choices” theme refers to the fact that consumers can move to other cable providers to get their ESPN fix. What do you think of the campaign?

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Dawn Capitalizes on Oil Spill, Gets Free Network Air Time

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The following is a guest post from TVNewser co-editor and WebNewser editor Alex Weprin.

The oil spill in the Gulf of Mexico has now been going on for 59 days, and its real impact on the environment and animals in the region remains to be seen. But as CNN reports, it isn’t all bad! Dawn, the dish washing liquid brand, has been sending thousands of free bottles of their products to the region to clean oiled birds.

CNN reporter Christine Romans described the company’s efforts this morning thusly:

Dawn tells us they’ve sent 7,000 bottles of detergent to the gulf at no charge. They’ll ship another 5,000 to Louisiana, Alabama, and Florida. Why Dawn? The company spokeswoman said she wouldn’t disclose the exact ingredients, the secret sauce that make it work so well, but said it’s Dawn, meant to cut grease and be gentle.

Of course, the company says it is not looking to profit from this disaster, telling CNN that they have not put out any press releases or bought any commercials.

I will say it sounds like that could be such a great product placement or whatever, the company was careful when we were calling them about like ‘we don’t want to look like we’re profiting off this.’ Because we would fry them, we would fry them from here to eternity. I thought it was interesting it takes three [bottles] to clean one pelican.

Perhaps Dawn didn’t buy any air time, but they certainly got some nice, free publicity on CNN. The company also purchased advertising on Google when users type in keywords like “gulf oil spill clean birds.”

When you type in those keywords, a paid ad comes up directing users to Dawn’s Facebook page where it features Dawn products being used to heroically clean birds.

Nope, the company isn’t looking to profit off the disaster at all.

Orbit Gum Taps Jason Bateman and Will Arnett for Branded Comedy

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PRNewser attended the launch party for DumbDumb last night, a production company from actors Will Arnett and Jason Bateman. The company is part of Electus, the IAC-supported company run by former NBC entertainment chief Ben Silverman.

The party was to celebrate the company’s first digital short, sponsored by Orbit Gum.

At the event, agency Sunshine & Sachs, which represents DumbDumb, Electus and IAC, was busy working their magic, along with IAC PR executives Stacy Simpson and Leslie Cafferty.

Agency partners Ken Sunshine and Shawn Sachs even showed up to mingle among the celeb-heavy crowd, which included Arnett’s wife and “Parks and Recreation” star Amy Poehler, actress Amanda Peet, actor Justin Long, “Inside the Actors Studio” host James Lipton, Actress Renee Zellweger, actress Kristin Bell, Comedian Chuck Nice and “30 Rock’s” Katrina Bowden.

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Press clips featuring DumbDumb and Electus rotated throughout the night on IAC’s large video screens, highlighting recent PR efforts.

For yesterday’s launch, Arnett and Bateman gave a few pre-event interviews to media, including The New York TimesBrian Stelter. At the party, they stayed late, making the rounds with attendees and their sponsor.

“Will and I were happy when given the opportunity to partner with Orbit gum and we’re enjoying the challenge of taking the brand to the next level with this type of integrated branded content,” said Bateman in a release today.

Orbit’s ad agency, Energy BBDO (Chicago) “provided creative insight into the campaign development.”

Our colleague Alex Weprin was in attendance as well and has video of the digital short over at WebNewser.

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