April 19, 2012
On March 30th, Screenvision, a leading innovator in cinema advertising introduced “The Limelight” – a dramatically re-engineered 20 minute in-cinema advertising pre-show. The new pre-show will enable advertisers to fully capitalize upon mobile interactivity and social connectivity with their ad buys. The content provided will be long-form enabling brands to deepen their connections with consumers. The Limelight aims to make movie-going more engaging for the audience, giving them a reason to arrive at the theater early and switch on their mobile devices to play trivia and share movie activity with their Facebook friends. During the pre-show moviegoers will be able to use a free mobile app called screenfanz to receive comprehensive movie information, a chance to check in at theaters, share their reviews via their online networks, participate in trivia and receive social status points for a chance to win free movie tickets and concession cash. Cinema advertising is unique because it reaches a captive audience and allows brands to tell their story. Because it is the only form of motion in the environment, an advertiser receives 100% of the viewer’s attention. National advertisers such as FedEx, Purina and Allstate tested the new format with long form video and customized mobile interaction. The pilot research showed 54% unaided recall with nearly half intending to purchase these brands in the next year. The pilot research which represented a sample of 640 movie-goers, also demonstrated 76.1% of smartphone users are more than ready to “go mobile” with Limelight before a feature presentation. This new engaging format is an incredible opportunity for non-profits who want to raise awareness on important social causes and philanthropic issues. It allows users to text in and receive more information while they are waiting for the movie to start. Both the Ad Council and Dosomething.org partnered with Screenvision and premiered never before seen ads in cinema with the launch of Limelight. (more…)
November 7, 2011
The Clinton Foundation recently celebrated their 10 year anniversary. In honor of this occasion, they created an original video to highlight their incredible work. And, let me underscore the word original. I first heard about the video at one of our recent blog editorial meeting when it came up that the Foundation had partnered with Funny or Die on a hilarious, celebrity skit aimed to bring attention to the organization and celebrate its 10th anniversary. Immediately following the meeting, I watched the video. I have to say that it was indeed hilarious. (I’ve watched it at least five more times and it’s still pretty funny.) The video features Ben Stiller, Sean Penn, Kristen Wiig, Matt Damon, Ted Danson, Mary Steenburgen and Jack Black brainstorming ideas to get the word out about the Clinton Foundation and their important work. (There are also a couple of more celebs but I’ll leave that as a surprise.) As you can imagine, brilliant ideas ensued including getting to the bottom of who keeps eating Sean Penn’s lunch and the urgent need for a softball team, aptly named the Clinton Clubbers. (more…)
December 15, 2010
Back in August, Ad Age’s Jay Silverman posted a comprehensive survival guide for getting “the most out of that expensive talent.” He gave his readers some important tips for working with celebrities, like they aren’t there to win their next Oscar, to never assume (anything), and to choose your battles. But what if your celeb spokesperson is not getting paid the big bucks, but is instead doing the campaign pro-bono for the love of the cause? Do these same rules apply? Yes, and more. Over the years we’ve worked on a number of different campaigns featuring celebrities, so here are a few other learnings that I hope will fall into the “we did it so you don’t have to” camp. You have to work around their time. One of the most important things to get into our heads is that as a non-paying client, we are not a first priority. Your celeb talent may very well be your cause’s biggest champion, but unexpected things happen. And many times those things can trump your production schedule. Make sure you hire a production team who has worked with celebs before and is nimble enough to roll with whatever’s thrown their way. It also doesn’t hurt to have a plan B or C – i.e. have a script that requires no celebs or a flexible schedule to accommodate different shoot times/dates. Just in case. Show up with your A game. We should strive to do that on every production, but it’s especially important when the celeb’s time is so precious. Typically you’ll get an hour, two hours max to capture everything. Make sure you know what is needed and be ready to go when the celeb arrives – scripts, teleprompter, cue cards, etc. Some actors are a natural at adlibbing, but some just wants to do the script and get going. Know ahead of time which kind of actor you’re working with, and be sure you can live with whatever’s most comfortable for him. Be gracious. This is a no-brainer, but saying thank you goes a long way. Show your sincere appreciation and you’ll be surprise how much more you can get from the talent, both in terms of quality and quantity of acting. Lastly and perhaps the most important tip of all is to get your paperwork – any required talent contracts, releases and riders – signed when the celeb is on set. This may seem like a minor point but once they leave, it’s a much bigger hassle to get them or their reps to focus on you again. Just trust me on this one.