Interactive Branded Entertainment

Lorsque Publicis tente l'agence Marcel

Le nom « Marcel » fleure bon la France de Gabin et des nappes à carreaux. Mais son concept de « scénarisation » du produit sur tous supports est, lui, novateur.

Arnold Worldwide announces entertainment unit

Agency Hires Hollywood Producer and Creative Director To Strengthen Entertainment Offering

Unilever takes Axe to the web and wants to stay there

Unilever, owner of Axe brand, are trying to keep their brand top of mind with young lads in the united states by sending fictional characters Evan and Gareth out to try out score-lines on unsuspecting babes. Evan and Gareth 'videoblog' their adventures and the idea is that hopefully this whole thing will go viral.
Axe is has the market lead with it's with 80% share, deciding where to go next while Tag is mimicking Axe in old media like the press and on TV, Axe has set its sights firmly on the internet and new media like cellphones, blogs and video games.

McDonald's music promotion boots sales 3%

Contest Required Internet or Cell Phone Response

The Deal: McDonald’s turns to music to help promote its Big Mac sandwich and brokers a deal with the House of Blues Entertainment.

The Result: The promotion helps boost sales by 3% for the Golden Arches and also helps establish House of Blues as a music brand that has national relevance for advertisers.

About 40% of the contest entries were submitted via cell phone text messages -- nearly twice the figure McDonald's originally expected.

New XBOX rigged for extensive product integration

Microsoft Creates Global Online Game Environment and Marketplace

LOS ANGELES (AdAge.com) -- Microsoft Corp.'s new Xbox 360 console has been engineered to accommodate product integration as never before, and its global audience of gamers will be sold aggressively to marketers when the system hits the stores this fall, according to the company.

Microsoft's goal is to sell 1 billion of its Xbox 360 consoles, creating a massive online global audience that can be sold to marketers.

Build Game Ads Better, and They Will Come

LOS ANGELES Advertising agencies are likely to become more involved in online games as the sophistication of the in-game ad space increases, said the co-founder and evp of Double Fusion today.