Right Brain, Left Brain Blog

50 posts categorized "Branded content"

29 October 2014

Has Air NZ created ‘The Most Epic Safety Video Ever Made’?

Continuing its long tradition of creating memorable and entertaining in-flight safety videos, Dwarves, Orcs and Elves are set to take flight once again as Air New Zealand unveils The Most Epic Safety Video Ever Made ahead of the December release of the final film in The Hobbit Trilogy.

The safety video features members of the cast from all three films in the Trilogy including Elijah Wood (Frodo Baggins), Dean O’Gorman (Fili the Dwarf) and Sylvester McCoy (Radagast) – as well as a special cameo from the director, Sir Peter Jackson, and some other familiar faces.

The new video follows the airline’s first Hobbit-inspired safety video – An Unexpected Briefing (2012) – which attracted more than 12 million global online video views, generating huge social media coverage. The Most Epic Safety Video Ever Made wraps up a successful three-year association between the airline and The Hobbit films.

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27 October 2014

Storymaking: The next evolution in Content Marketing

Venn

Smart brands are turning consumers into evangelists - and publishers.

Storytelling is a verb, and many brands believe that means they should be telling stories about their brand, which was just another method of spinning one-way advertising. True, a brand’s origin story (think of Apple, HP) can be useful, but the true power in storytelling is when brands create products and content that motivates audiences to talk about the brand and keep them top of mind in ways far less intrusive than traditional advertising.

So if there’s enough confusion about the definition of storytelling, then maybe we need a new word. David Berkowitz recently wrote in AdAge about something called storymaking—where the brand facilitates and taps into the stories people are creating and sharing with each other. You could call it the next evolution in storytelling, or maybe just a proper redefinition of the way brands should be marketing to their audiences. Regardless, storymaking is how brands today are activating their customers and turning them into not only evangelists but also publishers, and it can provide real results.

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25 July 2014

Content Marketing: The rules for playing the game

Content marketing is one of the industry’s hottest topics right now. There’s no doubt that content powers online marketing success. Good content has for years been the cornerstone of the internet and it’s clear that the most successful portals are those that produce good content.

For those who haven’t already got content marketing sussed out, how exactly does it work and why do we need it? Is there a road map that we can all follow? Well, according to an infographic from Fisher Vista and Social Ears, they have the answers. Just think of it like a board game… 

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11 July 2014

If content is king, who is the heir?

Five questions to keep in mind for your next content marketing initiative.

Say venn

“Content is where I expect much of the real money will be made on the Internet.” - Bill Gates, 1996

It’s hard to believe Bill Gates coined the phrase “Content is king” only 18 years ago in a 1996 essay about the Internet - at a time when most people weren’t even online yet. The phrase is such a familiar saw now that marketers are starting to argue for other heirs to the throne including “context” and “distribution.” While it’s unlikely anything will unseat content, it’s an interesting discussion to have. At a recent Cynopsis Digital Monetization Summit, Steve Bradbury, COO of Zazoom conducted a panel discussion that included audience members in an exercise to fill in the blank, “Content and _________ are King.” If we concede that content is king, then what is the next most important element that helps content rule the marketing kingdom?

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02 June 2014

Brand Storytelling – It’s not what you think it is

Say venn

I once asked my Facebook friends for some advice: “Looking for a higher-end digital camera to buy that will make my pictures look nearly professional with minimal-to-no effort.” The question was tongue-in-cheek, since I know that the tool doesn’t make a craftsman, and my photographer friends replied in kind. “Make sure you buy one that’s bundled with a box of photography knowledge,” quipped one of them.

He was right. Whether I spent $2,000 or $20,000, simply owning a camera doesn’t mean I am a photographer, just like owning golf clubs doesn’t mean I am teeing off first at the next PGA Championship. The same is true of brand storytellers.

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26 May 2014

5 simple ways to fix bad branded content

Venn

Dear Brands,

The glaring problem with most of your branded content on social media is that it's too...branded. It's stiff. It's dry. It's boring. It's annoying.

We need to talk.

Don't make the classic mistake of transposing the worst tropes and trappings of traditional advertising onto social media content. Traditional advertising (TV, print, out-of-home, etc) still works for brand awareness, but it's a passive medium. Social media allows direct interactions and real-time conversations with the people who matter most to your brand and clients. Understanding the inherent strengths and contextual uses of each native platform is the first step to creating content that moves users and provides useful information or entertainment. The art of branded content on social media is the deft ability to achieve business goals while not pissing off your audience.

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19 May 2014

It's time to bring accountability to content marketing

More articles for less money and media metrics that skip engagement get us away from what was central to the value of content marketing in the first place? There is a better way.

Say venn

“I love the artistic challenge of doing something kind of impossible.”- Phillippe Petit, high-wire artist.

The last couple of years have ushered in an explosion of content marketing and “native” advertising activity. These concepts are not even a little bit new, but what is new is that as an industry, we’ve been feverishly working on standardization, scale, and efficiency in the name of truly making content marketing a meaningful part of the digital advertising revenue pie.

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31 March 2014

The four essential elements of addictive content marketing

Say venn

“Everybody judges, all the time. Now, you got a problem with that, you're living wrong.” – Rust, True Detective

If you're like me, you were enthralled by the first season of HBO's True Detective. And because of the way the show is structured, there was a definitive end to the story for the characters portrayed by Matthew McConaughey and Woody Harrelson.

Online content marketing is more like this kind of finite serial drama than you might think. You need prospects with problems and desires to keep coming back until the conclusion, which is doing business with you.

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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