 |
|
|
|
|
|
FEATURES
The Evolution of Branded Entertainment The video site Heavy.com is one of few sites that has mastered the art of advertainment. Aiming at men ages 18-34, they are ambitious with their video and series creation, including a partnership with Fremantle Media to launch an online dating reality series using partially user-generated content. They also partnered with Footlocker to host a King of Bounce competition on April 18, which was featured on their online Burly Sports Show. The weekly show is just shy of a year old and is streamed 900,000 times each month. It also won a Webby Award for the sports category in Online Film & Video. “Branded entertainment is thrown around as just this term but brand managers need to be asking themselves how they are going to get people to trust and care about their brands,” offers John Lumpkin, senior vice president, sales and partnerships at Heavy.com. “Our audience is young guys – you’re never going to find a demographic more loyal as long as you give them what they are asking for.” Lumpkin was also a panelist at the Steaming Media East conference held last week at the New York Hilton. He gave his opinions about the battle between branded video sites and traditional ad networks. “Large audiences can be reached if you have that commitment from them and the only way to get that is for them to trust you and your brand.” Heavy struggles alongside YouTube, Daily Motion and others for video ad budgets, but one thing is for sure; they seem more than determined to have a great time along the way. Check out the footage from the King of Bounce competition below.Features Archives COMMENTS
|
 Manager, Digital Media, NCC Media
PR Director, The Knot Inc. Online Digital Ad Sales Executive, eMedTV Media Jobs | Job Alerts | Post Your Resume min Social Networks
Join us on  Follow us on  White Papers
Get even smarter -- download a white paper today.
Featured White Papers: Internet measurement of ad-noting: Sampling and Statistical Issues By MRI Successfully Building Communities for Your Business By Ripple6 ... more Whitepapers min Contests
min Press
 Twitter Best Practices for Media Companies
 Events Calendar
March 25, 2010 Using Facebook to Grow Your Audience, Your Customer Relationships and Your Online Business Learn More April 7-8, 2010 The 3rd Annual Digital Media Measurement & Pricing Summit Learn More April 19-21, 2010 Ad-Tech Learn More |
.jpg)
Internet Sales Guidebook| Copyright © 2010 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions. |
