NEWS

Rob Levy

Could Red Bull Become the New ESPN?

RedBull

Who is Red Bull, really?

Among the existential questions that plague humanity, maybe this one is not as high on philosophers’ radar. But for those interested in the state and future of branded content, it’s one worth asking.

First, they were a company known for making hyper-caffeinated drinks; then, they were an energy drink company that was surprisingly content-savvy. Now, they’re beginning to firmly look like media company that happens to sell an energy drink, as The Content Strategist’s James O’Brien foretold 18 months ago.

Perhaps nothing helps shape the answer to the question of who Red Bull is right now more than the release of a new app, RedBull.com, and the update of another, Red Bull TV, which seem to showcase the company’s identity—as it stands today, anyhow.

According to Gordon Plutsky, VP of Marketing at Digital Bungalow, what Red Bull is doing is in some ways classic content marketing, but taken to the highest degree seen thus far.

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Rob Levy

Incorporating Psychographics into the Index

Joe Theismann

Due to the rise of social media and other innovations in advertising and technology, we live in an age in which brands and celebrities can go beyond basic communication with consumers and fans to engage with them in more substantial ways. And the key to any successful modern marketing campaign is not merely to reach the desired target audience, but also to attain a level of meaningful engagement that aids in customer acquisition.

The direct response marketplace has long focused on advanced customer acquisition metrics, and brand advertisers are now catching up to DR by focusing on measurable, ROI-driven media. A well-executed celebrity endorsement has been a successful strategy in the brand and DR advertising arenas alike; the right spokesperson relationship is proven to enhance brand awareness and affinity, and boost response rates for DR marketers.

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Rob Levy

Identifying a Celebrity Truth Ambassador

Walter Cronkite
“And that’s the way it is, on this date…”– Walter Cronkite’s trademark ending to his CBS Evening News broadcasts.

Most Americans believed him. For most of the 1960s, 70s and 80s, public polls consistently named CBS anchor Walter Cronkite as the “the most trusted man in America.” His image of delivering the news with pure impartiality transcended age, gender, race and political affiliation. Throughout the country, his words were taken as the truth.

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Rob Levy

The Many Voices of Morgan Freeman – Why His is the Most Trusted

Morgan Freeman
Oscar winner Morgan Freeman celebrated his 77th birthday on Sunday, June 1. He’s been in countless films onscreen, but you’re liable to hear him more often than see him as executives love to lend his voice to narrate films, ads, news and sports broadcasting.

Rob Levy, President of InterMedia Entertainment a company that tabulates the trustworthiness of celebrities in their DR Star Index, says Freeman’s choice of film roles early on formed his image as the trusted, wise adviser, “His role is Shawshank Redemption crystalized my perception of him a truly sympathetic, loyal and trustworthy character. It may seem like common sense, but our data has shown that perception can indeed be reality in the eyes of consumers.”

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Rob Levy

Competing for Market Share in the Crowded Weight Loss Sector

Jessica Simpson
According to a recent report by the Centers for Disease Control, more than one-third of U.S. adults are considered obese, and an even greater share is considered overweight. Given these unhealthy demographic trends, the already-robust market for weight loss products and services should continue to see overall growth.

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Rob Levy

Can a Live-Action Movie Save Barbie and Mattel?

Ken and Barbie
Think Barbie isn’t enough of a “real woman?” Well, she’s about to become one.

For years, Mattel has been battling the notion that their hallmark brand, once a symbol of female empowerment, enforces impossible body-image standards. But the recently-announced live action Barbie film could change that … assuming they don’t cast this woman.

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