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Posts Tagged ‘Ben Silverman’

Hollywood, Marketing Execs Talk Trends in Branded Entertainment

Madison & Vine BookBrands partnering with entertainment outlets to produce content represent an effective, though selective phenomenon, according to entertainment executives at a recent Creative Week panel in New York. They were there to commemorate the 10-year anniversary of Scott Donaton‘s book, Madison & Vine that spotlighted the trend.

“It was about marketing in an end-user controlled world. It was initially fear-based, that TV viewers would skip ads because of the introduction of TIVO. The thought was that brands could say worthy things that are story-based”, explained Donaton, former editor of Ad Age, and currently global chief content officer at UM Studio.

Key takeaways revolve around the evolution and dynamics involved:

Defining moments of branded entertainment abound, especially BMW Films (aka the gold standard) and BMW videos featuring Daniel Craig as James Bond. The Restaurant TV show also broke new ground. “The show’s thesis was that restaurants were the new theatre”, said Ben Silverman, founder and chairman of Electus. Of course, it’s easy to see that now, but it was rather novel at the time. Among other notable collaborations are American Idol and Coca-Cola, The Biggest Loser and 24-Hour Fitness, and Transformers movie and Hasbro.

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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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