Archive for October 17th, 2007

So the iPhone is almost a character on NBC’s Journeyman (the irony is beautiful). In the video below you can see the many ways that the iPhone helps the lead hero establish where is, and get information from some cheap Google clone.

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Although I’m not a fan of hers, I’m quite enjoying the new video for Fergie’s newly released song, ‘Clumsy’. Its a cute video, with the set looking as if it were from a pop out book - something that I had loads of fun with during my childhood.

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Ever since Steven Spielberg featured Reese’s Pieces in E.T.: The Extraterrestrial (1982), famously causing sales of the candy to jump 80%, product placement has become big business in movies and TV. Now branded sodas, snacks, candy bars, liquor, beer, and fast food make such frequent dramatic appearances, they’re almost Hollywood stars in their own right.

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Mudra Videotec, a pioneering force in the Indian entertainment marketing arena (behind the success of path-breaking TV serials like BUNIYAD & RAJNI) is now being re-launched to specialize in the areas of Branded Entertainment & Entertainment Marketing. It would be an independent entity within the Mudra Media and Content Services Group, which includes OMS (Optimum Media Solutions), one of India’s leading independent media agencies, and Tantr, a specialist content production capability.

Mudra Videotec will be an independent entity headquartered in Mumbai, and will be headed by Jairaj Padmanabhan. Jairaj, a senior communications specialist, moves within the Mudra Media & Content Services Group from OMS, where he was Regional Director for the last one and half years. Another key member is Pritamjit Das who has recently joined Mudra Videotec as Business Manager. He has rich experience in Entertainment Marketing with stints in Epigram and Lintertainment.

Announcing the re-launch of Mudra Videotec, Madhukar Kamath, MD and CEO of the Mudra Group, said, “In a time of media clutter & fragmentation, brands are looking at content & entertainment to build connections with customers. The entertainment space is incredibly exciting and offers lots of opportunity for creative & imaginative solutions for brands. We are reinventing one of the country’s pioneering content creation and marketing brands because we believe that it is of great relevance to marketers in today’s environment.”

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In the 1970s, punk rock blew apart the disco age. In the Internet age, the only way to blast though the clutter is with an equally new tack. That’s the message of “Punk Marketing,” co-authored by advertising coach Richard Laermer.

“If marketers are doing what they did five or eight years ago, they’re ignoring the fact that customers are now totally in control,” Laermer told IBD. “Consumers don’t need advertisers for anything. They get their own content, they know what’s cheapest, they know what’s coolest.”

Like music execs in the ’70s, “marketers have become complacent, and we need to smash through that complacency with approaches geared to today’s customer.”

Laermer and other experts offer these tips:

Plan it. “If hitting markets in new ways isn’t part of your mission statement, your campaigns will be hit-and-miss,” Laermer said. “Your approach has to be consistent.”

Using new media isn’t enough. “You have to tailor the content to your audience,” he said. “It comes down to knowing your ultimate message and selling it” in new ways.

Blend media. The tools of punk marketing include Webisodes, blogs and vlogs, user-driven content, video game product placement, and sites like YouTube.

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DISNEY IS LAUNCHING AN ONLINE program called “The World’s Biggest Treasure Hunt” at Disney.com/NationalTreasure that serves as both a multi-week treasure hunt game as well as the official film Web site for Walt Disney Pictures’ and Jerry Bruckheimer Films’ “National Treasure: Book of Secrets,” starring Nicolas Cage, which opens Dec. 21.

The 10-week site allows users to play a variety of online games and view film content. The site dangles a chance to win prizes, including a new Mercedes-Benz filled with treasure, with winners to be announced on “Entertainment Tonight” before the film opens.

Mercedes’ C-Class sedan is also featured in a chase scene in the film.

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