TNS Media Intelligence has launched the Branded Entertainment Reporting Service. The service integrates branded-entertainment data into a system capable of comparing it to advertising in 18 other types of media.
TNS Media Intelligence’s new service joins several other services already measuring TV and movie product-placement impact using a large range of variables. The lack of a solid, industry-wide standard and method for accurately measuring this impact has been the largest stumbling block for the growing branded-entertainment business. Read more (AdAge.com)
Researchers belienve your age can be in how you smell. TimelessView, features a combination of scents that alter a man's perception of a woman's age. A preliminary clinical study found that men perceived women who wore this formula to be an average of six years younger than their actual age.
Alan R. Hirsch, M.D., director of the Smell & Taste Treatment and Research Foundation, created Timeless View based on more than 25 years of research on human sensory function. He recently presented a study on Timeless View to the American Psychiatric Association's Annual Meeting in Atlanta, which illustrated how his patent-pending blend of scents (which includes pink grapefruit and others), affected male perception of female age. Read more
To leverage this opportunity, American Express has announced The Housewarming Card Platinum Edition. The card is available to qualified real estate, homebuilding and mortgage industry organizations to offer as a transaction closing incentive for luxury homebuyers. This American Express-branded stored-value card is the first upscale multi-brand card of its kind. The card is launching in a partnership with Williams-Sonoma's popular home furnishing brands that include Pottery Barn, Williams-Sonoma, Hold Everything and West Elm. Read more
Perfect Housewarming: Pick Your Own Presents
Celebrity gossip mags are hot. And getting hotter. Back in an earlier life I helped work on a plan with the publisher of Maxim to make a move on this market. The mags have evolved. They work as essential "how-to" guides for the aspiring. The opportunities in an era of product placement over traditional advertising opens this category up for huge opporetunities. However, the format does come with a heavy dose of caution. Much like any channel - if you abuse it with contrived deals, the readers will move away seeking more authentic scoops.
This summer, OK!, a celebrity-drenched weekly magazine from the United Kingdom, will hit newsstands with an American version, and it won't just be offering up more paparazzi shots. Instead, its editors pay celebrities large sums of money for exclusive access to their homes, weddings and newborn babies. The stars also get to approve the pictures and the text.
Already, a representative of OK! USA has approached hotel heiress Paris Hilton with an offer of $2 million for exclusive rights to her wedding to Greek shipping heir Paris Latsis, according to people familiar with the situation. Read more (WSJ.com)
Here is a new take on the old walking tour by NYC's own Surveillance Camera Players, a group proudly distrustful of government. The group, which was formed in 1996, is famous for putting on "protest plays" in front of NYC's multiplying surveillance cameras.
To raise the profile of a brand of work clothes called Scruffs, Cheetham Bell JWT, an advertising agency based in Manchester, showed the products in some unusual places, being used in some unexpected ways.
Poster ads in men's bathrooms suggested that the reinforced knees on Scruffs trousers might be just as useful for encounters with the opposite sex as for work on a construction site. Postcard ads in pubs invited workers to send away for a free DVD, a spoof adult film featuring the clothing being put to the ultimate test.
The campaign's cheeky tag line: "It's gonna get dirty." Read more (Herald Tribune)
Viacom Inc., looking to extend its strength in children's television programming to the Internet, struck a deal to buy children's Web company Neopets Inc. People familiar with the matter valued the deal at about $160 million.
The deal comes a few months after Viacom Chairman Sumner Redstone promised to invest more money in the Internet as part of an effort to boost the company's growth rate. Neopets regularly ranks among the top 10 "stickiest" Web sites -- a measure that reflects how much time its users spend on average during the month. Visitors to Neopets.com adopt colorful animals from make-believe species and are encouraged to visit the site regularly to accumulate currency, called Neopoints, by playing games and doing other activities. Read more (WSJ.com)