Content Watch

November 26th, 2012

‘Skyfall’ Content, Turning Away from Facebook, Oprah In Search of Youth

The Strategist picks the day’s most relevant and interesting stories about the world of content from around the web. Here’s what you should be reading today:

Branded Content in Skyfall

A handfull of brands scored prominent cameos in the new James Bond movie, “Skyfall,” reports TheOneCentre.com’s Danielle Long.

There’s suits by Tom Ford, gadgets by Sony, fast cars from Audi and Aston Martin, watches from Omega, and drinks from Coke Zero and Heineken. The has created branded content campaign from this opportunity.

Long writes, “Heineken launched an integrated campaign ‘Crack the Case’ featuring Daniel Craig and Skyfall Bond girl Bérénice Marlohe. The TV, print and digital campaign, incorporates an interactive game experience, which picks up where the TV ad ends inviting viewers to take part in a number of challenges to crack the case. As part of the campaign, Heineken will host exclusive experiences in iconic locations giving consumers the opportunity to compete in challenges to win prizes.”

Content Marketing without Facebook

Frederic Gonzalo of Business2Community writes that since Facebook’s algorithm has changed, the average reach of page posts is now five percent. 

He makes the argument for owned media rather than shared media (like Facebook), and stresses the importance of a “content-rich transactional website, a quality blog, database marketing with segmented newsletters, webinars, case studies, [and] photos and videos.” He writes, “brands should always prioritize owned media first and foremost.”

Oprah Looking for a Younger Audience at O

The New York Times reports that since Oprah’s talk show ended 18 months ago she has been trying to tap into a younger audience to keep her media empire alive.

She is targeting younger women with O magazine (right now the median age is 49) and said that people of all ages will read it because they want “what we have to say in this magazine about fulfilling your destiny, who you’re meant to be, living your best life.”

Campbell Soup’s Millenial Draw

Campbell Soup, along with new, fun packaging, is putting out digital content to attract the 20-something Millenial consumer, according to ClickZ.

There is a Facebook page for Campbell Go, which gives a voice to the characters on its new packaging, along with a Tumblr and BuzzFeed campaign that feature similar humurous content. Some of the BuzzFeed sponsored content included posts like “17 Animals Who Were Totally Prepared for Halloween” and “10 DIY Tips for Camping Without Leaving Home.”

SAP’s Branded Blog 

Business Insider is hosting business management software company SAP’s blog on its website, reports ClickZ. While Business Insider has hosted content from other brands like IBM and Dow Chemical, this is the first time that it will be contributing to the content creation. There will be over 50 pieces of editorial content coming out of the collaboration.

Tesco Magazine’s More Popular Than The Sun

The Drum reports that in the U.K, Tesco Magazine, a free, bi-monthly put out by a retailer, is read by more people than The Sun, a leading daily newspaper.

The editor of Tesco Magazine, Helen Johnston, said, “What’s clear from these results is that right now, when it comes to print, branded content is king.”

Social Media Catastrophes of 2012

Mashable put out a roundup of the biggest social media disasters of 2012, which includes McDonalds’ #mcdstories gone wrong and American Rifleman’s ill-timed tweet about shooting following the Aurora massacre.

Also on the list: Chik-Fil-A’s gay marriage controversy and StubHub’s vulgar tweet bashing itself.


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