Weekend Essentials – Jan. 24, 2014

January 24, 2014  |  Jeromy Lloyd  |  Comments

Here’s what we learned this week…

You gotta be useful

Among Thomas Kenny’s six trends to watch this year, readers seem to agree most strongly with the idea that “all brand experiences will need to… tell a great story or make the consumer’s life easier.” This is certainly in line with trends we’ve noticed over the past five years. Grand projects such as billboards that provide electric power to nearby homes, or more everyday executions that fall under branded content’s ever-expanding definition are certainly on the rise. Since tolerance for interruptive messaging is shrinking faster than the polar ice cap, it’s a trend readers should note. Read More

There’s room for more radio in Toronto

Indie 88.1 has been on the air for less than a year, but has already shown promising growth – both in terms of broadcast range and audience – even though its format is far more niche than the more established stations owned by giants such as Bell Media and Corus. Maybe it’s the music guru they’ve brought on board as a consigliere. Maybe they’ve tapped a previously unknown pool of music fans. Maybe Toronto is fed up with Bieber and Gaga. Read More

TVB is running another grand experiment

Remember when TVB ran ads for broccoli [ http://www.marketingmag.ca/news/media-news/broccoli-tv-ads-were-for-tv-not-broccoli-5022 ] as part of an experiment to demonstrate TV’s effectiveness as an ad medium? They were all secretive and hush hush about it. It looks as though something similar is afoot with TunedIn.ca, a site serving as the focus of another TV campaign that asks people to download an app and watch TV at a certain time to see… well, we don’t know what exactly. Guess we’ll have to tune in to see. Read More

Fast can be beautiful

Beauty brands swarm awards season, rushing to demonstrate how you can get that red carpet hair style or makeup effect at home with their products. The latest phase of that effort includes live online broadcasts during shows like the Golden Globes, putting experts on-camera to react in real-time to what they’re seeing on stage. It’s a demonstration of how accessible online media can serve both brands and consumers. Read More

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