Paramount took integrated marketing to a new level with an elaborate, terrifying promotional stunt for Rings on Monday, Jan. 23.
The world first met Samara, the eerie young girl with matted hair and a penchant for crawling out of television screens, in 2002 when the first Ring movie premiered. The sequel followed in 2005, freaking out audiences around the world with the potent combination of prophetic phone calls, fuzzy TV screens, and burning trees.
But it’s been over a decade since we last saw Samara, and Paramount wants to make sure we haven’t forgotten her.
Pretend you’re a robot god in a mountain liquid dreamscape, dancing to infectious electronic beats while sparkly purple kittens float around you.
Oh, and there’s champagne too.
Enter the psychedelic world of Chocolate, an animated virtual reality (VR) music experience created for the song of the same name by San Francisco based musician Giraffage. Born from the wildly imaginative mind of 3D animator Tyler Hurd and executive produced by Viacom NEXT – the company’s emerging technology group – Chocolate was selected to premiere today at the 2017 Sundance Film Festival in Park City, Utah in the New Frontier showcase of VR productions. It runs until Jan. 29.
Influencers are an important part of the media landscape, and Velocity is partnering with them on an ever-growing number of programs through its Social Talent Platform. At #nofilter: Influencers Show Us How It’s Done, a presentation and panel discussion organized by Tom De Napoli, who leads the Social Talent Platform under Lydia Daly’s Velocity Social team, Velocity staffers heard from some of the biggest influencers and industry experts in the field.
The panel included:
Shannon Boodram, YouTube sexologist and recent star of MTV’s summer-long #ResponsibleAF campaign for Trojan:
ChrisErwin, one of Variety’s “New Leaders” and COO of Big Frame (a division of Awesomeness TV)
Sarah Weichel, CEO of Sarah Weichel MGMT, which reps clients like Lilly Singh and Jon Cozart
Courtney Carter, CAA digital agent, whose client FouseyTube recently starred in Tyler Perry’s newest Madea movie
Tess Finkle, CEO of Metro Public Relations, whose clients include YouTube megastars Hannah Hart and Colleen Ballinger (aka Miranda Sings).
De Napoli and Lauren Elias – the team’s Social Talent Manager – recapped the team’s success in working with social influencers over the past year, delivering best practices on creating “Fans First” social campaigns. To identify what worked, they drew on the Social Talent Platform’s successes as distilled through original research conducted by Juliette Snyder, a member of De Napoli’s Content & Platform Strategy team, who surveyed every influencer and Velocity employee who has worked on the team’s 25 campaigns over the past 12 months.
“Viacom is a brand name that everyone trusts, it’s a really, really, really big deal— and I knew my fans felt the same way,” – Shannon Boodram, YouTube sexologist.
Among their insights: partner with influencers early in creative development to guarantee authenticity of message; respect talent’s posting cadence when distributing content through their channels; and find ways to integrate influencers’ creative processes with ours and our advertisers’. These learnings will inform the Social Talent Platform team’s iterative approach to constantly improving upon its model as they support future Velocity campaigns.
Every year in June, hundreds of creative agencies, tech companies and media powerhouses converge in the South of France for The Cannes Lions International Festival of Creativity. It’s a celebration of the year’s boldest ad campaigns; a chance to attend seminars with industry experts and drink champagne on yachts along the French Riviera.
The most visionary companies leave with the coveted Cannes Lyon Award—essentially the Oscar trophy of the advertising world.
You might remember 2015’s trippy, GIF-inspired VMA green-screen. The creative encouraged fans to download photos of their favorite VMA artists, such as Miley Cyrus, and customize them with fan art, emojis, and flying tacos.
2. With great marketing comes great responsibility.
We build strategic and creative custom content solutions across all platforms that connect our partners seamlessly into the fabric of our brands, driving value for our partners and loyalty with our fans.
3. Viacom Velocity is where innovation meets collaboration.
The PSFK conference is a big deal in advertising circles. Described this year by Media Village as “a TED for advertising and branding,” it drew the most forward-thinking minds from across the advertising landscape to New York City to discuss what’s happening and what will be happening in the fast-changing ad world.
It was no surprise to us, then, that Kodi Foster (follow him on Twitter @KodiFoster), Viacom’s vice president of data strategy, was invited to speak on the powerful, even necessary symbiosis of data and creative in the making of an effective piece of marketing or advertising.
In the 10-minute video below, Foster tunnels into how “…the terrible science around media is conducted…” and detonates some commonly held myths about perceived walls between art and science. He then outlines how his team is working across the company to improve the entire content marketing process.
Viacom’s Vice President of Mobile and Video Partner Solutions Peter Chelala stayed in his first Airbnb rental recently along with his wife Cynthia and their two sons—8-year-old Henry and 4-year-old Teddy. The family didn’t know what to expect when a concierge greeted them at the posh Tribeca loft around 3 p.m. and immediately delivered a special message to the boys.
“Your father has a connection with the Teenage Mutant Ninja Turtles,” said the concierge. “The turtles had to go out and defend the city, but they want you to watch over the Lair.”
Then he opened the door. “It was epic,” said Chelala. “The sheer scale of it was incredible.” The Lair is tailored to suit the needs of its amphibious ninjas with a glow-in-the-dark basketball court, old-school arcade games, action figures, a boxing ring, a surveillance center, and a drum set. Its walls are emblazoned with graffiti. There are two rooms with bunk beds, a master suite, and four bathrooms—complete with a TMNT-themed shower curtain.
Travelling to New York City soon? Need a kid-friendly dinner recommendation? Michelangelo, Leonardo, Donatello and Raphael have got you covered. The Teenage Mutant Ninja Turtles love their city more than anything else—except maybe pizza. That’s why they are the official New York City Family Ambassadors.
The Teenage Mutant Ninja Turtles see the sights in Times Square.