NewFronts: Digital Is The New TV, Journalism Goes Virtual Reality

It’s that time of year again—Digital Content NewFronts is underway with a visual feast of digital programming to entice potential advertisers. A total of 37 presenters this year include obvious contenders like YouTube and Hulu, but also more niche-based content producers like WebMD, Activision Blizzard and female-driven company, Refinery29.

Digital content is no longer restricted to a video uploaded to the internet and shared among friends, a fact of which advertisers have become keenly aware. According to a report by Interactive Advertising Bureau (IAB), advertisers and media buyers have invested 114 percent more in original digital video programming over the past two years.

Blurring The Line Between Digital And Traditional TV Programming

In an age where consumers are no longer limited by what airs on TV, audiences have more choices than ever as to where and how they watch their favorite shows. These days, you can binge watch an entire franchise on your smart phone or video game console, so providers of digital content are adapting. Hulu CEO Mike Hopkins, for example, confirmed plans for a live TV service while Defy has a full programming schedule with 72 shows.

“Programming builds brands, not the other way around,” Defy president, Keith Richman said. “People fell in love with MTV because they love The Real World. AMC gained relevance because of shows like Breaking Bad and Mad Men.”

DEFY Newfronts
Defy president, Keith Richman (Credit: IAB)

Monetizing Self-Expression

When it comes to storytelling at a viral level, society has entered what author, Jonah Sachs calls the Digitoral Era—where the best stories rise to the top and ideas are spread through self-expression. Buzzfeed is particularly excited about the application of Facebook Live; earning 800k viewers for causing a watermelon to explode with rubber bands. “This number is really exciting to me,” said BuzzFeed founder and CEO Jonah Peretti during their NewFronts presentation, “Because it’s the first time we’ve had a number that’s comparable to TV.”

Unscripted content is a popular theme this year, from Buzzfeed’s Try Kids to Condé Nast’s Creators in Residence program that aims to help millennials “develop and produce content outside of the traditional system.”

BuzzFeed president, Ze Frank talked about how the company is working with young video creators, and spoke on stage with two of them, including Buzzfeed video producer and personality, Ashly Perez. “Women in media are not allowed to tell their stories for themselves,” she said, “There’s no part of media that feels represented in the media without stereotypically cast as something.”

Disney-owned, Maker Studios hosted an intimate focus-themed breakfast presentation that was closed to the press—addressing internet talent such as video game streamer, PewDiePie. Maker’s head of development and studios, Gabriel Lewis announced that four original concepts from the Spark by Maker inaugural class have been selected to be green-lit for series.

Refinery29, meanwhile, is passing the torch of self-expression to some significantly more famous content creators with their own stories to tell. ShatterBox Anthology, the short-film series premiered at the 2016 Sundance Film Festival, will include films directed by actresses Kristen Stewart (Twilight) and Gabourey Sidibe (Precious). Sidibe, in particular, spoke of directing as an opportunity to finally control how she is portrayed on screen.

Audience members try out New York Times' VR experience. (Source: IOB)
Audience members try out New York Times’ VR experience. (Source: IAB)

Integrating VR And 360 Video

Another resounding theme at this years’ NewFronts is the integration of new technologies for both storytelling and branding. Bloomberg Media is now offering connected video through Bloomberg VidPlus which, “allows advertiser messaging to appear within the programming screen at contextually relevant precisely targeted moments.”

Refinery29 announced a new unit focused on virtual reality storytelling and 360-degree programming called VR29 Studios and New York Times Magazine unveiled plans to report news in virtual reality.

“Today we stand before as you as the leaders in virtual reality journalism,” New York Times magazine editor in chief, Jake Silverstein told the NewFronts crowd. New York Times Virtual Reality (NYT VR) uses a free phone app and Google Cardboard viewer to transport users to global locations. This app may soon immerse viewers directly onto the scene of news stories, as well.

Alexandra MacCallum, senior vice president and assistant editor of video commented in a press release, “As we’ve seen with our successful foray into virtual reality, The Times continues to push the boundaries of what is possible for amplifying our news report and features with video.”

[a]listdaily Weekly: YouTube Goes After TV Ad Dollars; Brands Go All-In On Events

According to the Consumer Technology Association, 21 percent of consumers have not had a traditional pay-TV subscription in over a year, cable TV ratings are waning, viewership of major televised events appear to be dropping, and pay-TV’s share of the market is experiencing the slow death of 1,000 cuts.

All is not well in TV land, but what it is to be done? Well, the answer depends on who you’re talking to. A new report from Google, who owns YouTube, analyzes 56 case studies and then implores marketers to shift more of their budgets to, you guessed it: YouTube. In a report titled “The (Entertainment) Revolution Will Not Be Televised,” the digital behemoth says that in 80 percent of cases, YouTube ads did more for a brand’s bottom line than TV.

Meanwhile, Totino’s pizza rolls, the traditional cuisine of couch-dwellers everywhere, partnered with SEGA at the convention, inviting fans to attempt playing classic SEGA Genesis games while sitting on a couch that bucked like a rodeo bull.

Event marketing is all about interactive fun, but by no means does PAX East have a monopoly on it—brands are increasingly finding ways to make their event presence more than just a mere banner or sponsorship, but an experience that adds to the event.

Have a topic in mind you’d like for us to address? Send your intel to @alistdaily.

Nintendo And Vans Team For Retro Shoe Line-Up

Fans celebrate classic gaming culture in many ways, and soon, Vans will provide an opportunity for them to show their love on their feet.

Sole Collector reports that Nintendo has teamed up with sneaker manufacturer Vans to produce a special line of 8-bit style shoes that should make their way to market this summer.

The shoes celebrate Nintendo’s historic influence on video games, with designs that feature the iconic plumber, Mario; classic 8-bit Nintendo Entertainment System controllers; the classic shooting game Duck Hunt, and various other designs. A number of designs can be found in the photos below, with more to be introduced after the shoe line launches.

These designs adorn some of Vans’ most popular shoe models, including the Sk8-Hi and Old Skool, and are expected to hit the market in June for a yet-undisclosed price in Europe, followed by a global launch soon thereafter.

This is a strong promotion for Nintendo, and a good way to keep consumers happy as they wait for official news regarding the NX video game console, which is expected to launch globally in March 2017. More information about the console could be unveiled as soon as next month, during the company’s annual Digital Event presentation at E3.

While these shoes look great, they aren’t the first time that a shoe manufacturer has teamed up with a popular video game brand. The manufacturers at Globe teamed up with Epic Games a few years back to produce a set of Gears of War hightops, and it also struck a deal with Bandai Namco to produce limited edition hightops based on the action horror game Splatterhouse.

Nintendo 2 Nintendo 3 Nintendo 4 Nintendo 5 Nintendo 6 Nintendo 7

The ‘Star Wars’ Social And Marketing Impact On May The 4th

The Star Wars brand is stronger than it’s ever been, thanks to the global box office success of Star Wars: The Force Awakens, which released for home video last month. With that, fans everywhere are celebrating today with May the 4th (inspired by the famous phrase, “May the Force be with you”), and many companies are joining in the fun.

The #Maythe4th, #starwarsday and #Maythe4thBeWithYou hashtags have been strong across social media, with fans sharing pictures, video clips, memes and other Star Wars-related items to show their continued appreciation for Disney’s franchise. Twitter has seen 602,000 mentions of just the #Maythe4thBeWithYou hashtag alone.

Companies are jumping in on the Star Wars madness as well. Sales on Star Wars gear have been popping up like crazy, including game collections on PlayStation Network, Steam, and movies from Best Buy. Many retailers are extending their sales past May 4th so that Star Wars fans won’t miss out on key sales.

Some companies are also using the May the 4th event to announce forthcoming Star Wars promotions, including the following items:

The Star Wars Celebration

The yearly event will take place in London this July, but it will return to the U.S. next year. Star Wars Celebration 2017 will take place in Orlando, FL from April 13th-16th, and tickets will go on sale later this month.

Last year, thousands of fans from around the world attended the Star Wars Celebration in Anaheim, CA to celebrate The Force Awakens and other Star Wars projects, with the creators and stars from the films. It was a huge draw, and this year’s show is expected to be more popular than ever before.

“Star Wars Celebration has always been about the fans,” said Kathleen Kennedy, president of Lucasfilm. “It allows Lucasfilm to connect directly with the thousands of fans who have given their dedication and support to the world of Star Wars over the years, and is the perfect opportunity for us to give something back.”

A New PlayStation 4 Console Bundle

Following up on last year’s successful Star Wars: Battlefront system bundle, Sony has announced a new package, except this one will have a fun Lego twist. The bundle will include a 1TB PS4 console, a copy of the LEGO Star Wars: The Force Awakens, and a Blu-ray copy of the Force Awakens movie. No price has been given yet, but that will surely be announced well before the package launches on June 28th, the same day the game releases.

https://www.youtube.com/watch?v=LUqyavuLr8s

EA’s New Star Wars Projects

In addition to the best-selling Star Wars: Battlefront, Electronic Arts has been keeping quite busy with several Star Wars projects in the works. The publisher has just announced yet another project, an unnamed third-person action/adventure from Respawn Entertainment, which is currently working on Titanfall 2. No other details were given about the game, but more is expected to be unveiled next month during the company’s EA Play event, being held at the same time as E3.

This latest Star Wars endeavor is the third in a growing list of projects. The first two Star Wars games were announced last year, and they are being developed by BioWare (Mass Effect; Dragon Age) and Visceral Games (Dead Space; Battlefield: Hardline) with Uncharted’s writer Amy Hennig on board. Details for all three games could be revealed as soon as next month.

Having Fun With #Maythe4th 

Official Star Wars projects aren’t the only ones having fun with the event, as Syfy also celebrated the franchise in its own special way. It introduced a new poster for Sharknado: The 4th Awakens, fashioned similarly to the poster for Star Wars: The Force Awakens. The movie arrives on the channel July 31st accompanied by plenty of sharks.

Sharknado

Star Wars buzz continues to grow with May the 4th, and it may carry over to “Revenge of the 5th,” in honor of Revenge of the Sith. It’s certainly well timed, especially considering how we can look forward to plenty of Star Wars content in the months ahead, including the movie Rogue One, which hits theaters on December 18th, and the much-anticipated Star Wars: Episode VIII next Christmas.

Earned Media Value: Cracking The Code

(Editor’s note: [a]listdaily is the publishing arm of the Ayzenberg Group.)

As the reliance on content and influencer marketing increases, so has the need for more reliable metrics to report earned media value. Until now, the industry was lacking a formal process to evaluate these values. Both influencer and social marketing are relatively new industries, so analytics to track them are not well-defined. Some social networks don’t even provide basic metrics to report success.

Having worked with several large brands on content and influencer-based campaigns across many verticals, we have been provided the perfect testing ground for EMV metrics. One campaign involved a client in the travel sector. This involved aligning the brand with a top-tier influencer to bring to life travel tips and experiences through a travel vlog video series. The campaign generated five videos and 66 total content pieces across YouTube, Instagram and Twitter. Based on EMV, these drove $143k in earned media value.

How did we arrive at that number? We wanted to put a stake in the ground and help facilitate a process for establishing a standard industry metric, so we decided to create the Ayzenberg Earned Media Value Index (or AEMVI). The AEMVI offers comprehensive benchmarks to evaluate campaign ROI, which we encourage all marketers to leverage. We also invite the community to contribute their feedback to help further establish the benchmarks.

Vincent Juarez, principal of ION and media, and I recently did a webinar about the AEMVI and got some intel at [a]list summit about interest levels on this topic. It quickly became obvious that while everyone has heard of EMV, few have a thorough grasp of the concept and how it can be used.

What Exactly Is EMV?

As a brief refresher, most media campaigns fall into three categories: paid, owned and earned media. Paid media includes placements that you can buy based on certain metrics like CPM (cost per thousand impressions) and CPE (cost per engagement). This includes posts on social networks, mobile popups and offline media like TV spots. Owned media has no placement cost since this is content placed on your own channels. Owned media has value based on the cost of buying an ad on your network or channel.

Digital Marketing Landscape

Earned media is the extended value of paid or organic social or influencer activity. Organic social is not owned media because one cannot buy a banner or ad placement on your social channel. There is no paid media behind organic social, therefore it is 100 percent earned media.

The amount of earned media your social content is valued at is dependent on how well the content performed. When you pay for placement, you are paying for a number of specific actions. Anything beyond what you paid for is classified as earned media value and this is dependent on the success of your content. For example, if you paid based on CPV, but also received a significant number of click-throughs, those clicks are classified as earned media. Earned media can be considered as such: If you stopped all organic social activity, how much paid media is needed to achieve the same earned media results?

Why Do We Need EMV?

Impressions are no longer king. We are living in an age of ad-blockers and social reach is declining for brand pages. Marketers are increasingly aware of the declining value of impressions and they are learning why engagement is the real metric to follow. EMVs validate the increasing use of high-engagement influencer and content marketing tactics.

Working at an agency, we understand the need to show the value of influencer and social campaigns. As such, we’re committed to updating our Earned Media Value Index regularly to maintain updated market values and fill this void in the industry. Our approach to determining earned media values is to be unbiased and as thorough as possible by using a comparison-based approach rather than relying solely on our own agency data.

We researched comparable reports and information on valuation/costs, grouping it into four main categories: auction based pricing, paid social and media campaign data, organic social data and third-party publications. Our report focuses on five key verticals: automotive, beauty/fashion, consumer electronics, entertainment and gaming. We evaluated all of our comps, threw out any major outliers, factored in whether campaigns were engagement-focused or funnel-focused and applied weights to the comps accordingly.

Earned Media Value

For more details on our methodology and rate cards that can be used to evaluate the ROI of your campaigns, a report is available for download here and the index is available in real-time on ayzenberg.com. The report is also syndicated and available through eMarketer.

To contribute rate cards to our study or to provide feedback, please email aemvi@ayzenberg.com.

Turtle Beach Teams With OpTic Gaming To Launch Elite Pro Gear

As eSports continues to grow in popularity, more companies are entering into partnerships to further their brand exposure, and long-time gaming headset maker, Turtle Beach, is no exception. The company has partnered up with eSports team OpTic Gaming to promote its newest peripheral, the Turtle Beach Elite Pro Tournament Gaming headset, which is part of a line of Elite Pro gear that the company will begin manufacturing this year.

Other Elite Pro gear includes a Pro Tactical Audio Controller (T.A.C.) and accessories such as a microphone and an adapter for the Xbox One and PS4 consoles. All of these peripherals are built with competitive play in mind, making the tie-in with OpTic seem all the more vital for the line of products. As part of the promotion, the team will use the headsets for a number of its upcoming tournaments, including Call of Duty and Counter-Strike: Global Offensive.

This year marks Turtle Beach’s 10th anniversary with creating and marketing gaming headsets, and the timing in partnering up with OpTic couldn’t come at a better time. “Everybody knows Turtle Beach,” said Hector Rodrigues, team manager for OpTic Gaming. “They’ve been around forever and have some great gaming headsets, so they definitely piqued our curiosity when they told us they were working on a top-secret eSports headset we’d be interested in seeing.

“So we invited Turtle Beach to the OpTic Gaming house here in Chicago to see what they had in store for us, and the moment they brought out the Elite Pro headset, T.A.C. and other gear we knew simply by looking at everything that this was a vast departure from what we were expecting. The more we explored and played with the Elite Pro headset’s features–like the cooling ear cushions, the adjustment you can make to the ear-cups for players who wear glasses, or how you can adjust the overall fit on your head — the more we knew it was revolutionary, and something that the OpTic teams would absolutely want to use. Turtle Beach brought their A-game with the Elite Pro, no questions asked.”

“Part of Turtle Beach’s core DNA is driving innovation that benefits gamers,” said Juergen Stark, CEO for Turtle Beach. “Given that we invented the console gaming headset space many years ago, we felt it was only natural for us to reinvent the gaming headset for the current era of eSports to meet the expectations of today’s competitive gamers.”

It also continues to give Turtle Beach a foothold in the competitive eSports market, with a product that not only fits in with the demographic, but also heightens the experience. “There are plenty of great gaming headsets and audio gear out there, but we saw the need to drive fundamental innovation to make it better for eSports,” Stark added. “The fact that OpTic Gaming–one of the best pro gaming organizations in the world — chose to partner with us because of the Elite Pro just goes to show this is another game-changing line of products from #TeamTurtleBeach that brings true innovation to the market.”

The partnership with Turtle Beach is the latest in a number of eSports deals, which includes one with Brisk in March to promote a new line of iced tea. Pre-orders for the Elite Pro headset are set to begin on May 24, with a release sometime after.

New ‘Teenage Mutant Ninja Turtles’ Game Turns Up The Action

The Teenage Mutant Ninja Turtles (TMNT) are kicking it as high as ever, with a television show on Nickelodeon, an ongoing comic book series from IDW Publishing, and a second movie produced by Michael Bay coming out this summer. The franchise, which features a quartet of anthropomorphic turtles named after Italian Renaissance artists that do battle with a variety of strange and quirky villains, has been around for over 30 years, but the brand is timeless. To further take advantage of the Turtles‘ popularity, it’s getting a new video game, which releases later this month: Teenage Mutant Ninja Turtles: Mutants Take Manhattan.

Developed by PlatinumGames (The Legend of Korra; Transformers: Devastation; the Bayonetta series), with a story written by Tom Waltz (author of the TMNT comic book series), the Turtles will be going toe-to-toe with minions from the Foot Clan with the high action and humor the brand is famous for.

Robert Conkey, Activision’s producer for Mutants in Manhattan talks to [a]listdaily about the upcoming game (which releases on May 24) and the ageless appeal of the TMNT.

What is Teenage Mutant Ninja Turtles: Mutants in Manhattan about?

It’s a fast-paced action brawler by crack action developer PlatinumGames. In the game you can play solo or with up to 4 players in online cooperative gameplay. And you’ll want your friends to help you with this one, because you’re up against some serious opposition; the Foot Clan are in full force, and are led by iconic and extremely formidable villains including Rocksteady, Bebop, Slash, Wingnut, Karai and Armaggon, not to mention the incredibly powerful Shredder and Krang.

What convinced the team to base the game on the comic book series instead of the current TV show?

Actually, it’s not solely based off of the comic series. PlatinumGames wanted to pull from more of TMNT’s history than just one source would be able to cover. The world, characters, and cel-shaded art style are crafted as a stand-alone universe that pulls inspiration from a multitude of sources in TMNT’s history, including the original Eastman and Laird comics, the ’80s TV show, the IDW comic book series, and Nickelodeon’s fantastic contemporary 3D animated series.

Platinum told us that for reference, they looked at everything that exists in TMNT, including the original black and white comics, the Turtles musical and the Michael Bay movies. They were particularly drawn to the humor of the ’80s TV show and the animated 3D movies. In terms of art style, they really loved the work of the well-known IDW artist Mateus Santolouco and used his work as a source of inspiration for the game.

In what ways is Tom Waltz contributing to the game?

PlatinumGames had many, many Skype meetings with Tom. You’d be hard pressed to find anyone who knows the Turtles’ personalities and tone better than Tom, and thanks to his help we think that really comes across in the game’s cut scenes and story. PG’s director, Eiro Shirahama, noted that whenever there was a design change, there would inevitably be revisions or changes required in the story; this happened several times on TMNT, and every time Tom took the change requests with an enthusiastic smile, and dove back into the script to ensure that our gameplay and story matched up perfectly.

The characters Karai, Wingnut and Slash are appearing in a game for the first time. What can you tell us about them?

I don’t want to spoil too much in terms of story, but we adore those characters and felt they were past due for some love in a video game.

In terms of boss fights, that each of them are unique and challenging boss fights will test players’ skill and teamwork in unique ways. Karai is blindingly fast and powerful, Slash is massive and uses his claws and entire body as weapons, and Wingnut flies above the Turtles, requiring them to get creative with their approach.

How did Platinum become interested in making a new TMNT game?

Activision is a licensing partner with Nickelodeon, and we needed to find a developer to work on a TMNT game for 2016. We’d already worked with PG on previous titles and knew their team very well. When we started looking for a new TMNT developer, their studio was immediately at the top of our list—PG’s unique talents are perfect for this type of title, and when we brought it up to them, they were very excited.

How will Platinum’s distinctive style be seen in the new Mutants in Manhattan?

In terms of art, the game is at the high standard of quality we’ve come to expect from PlatinumGames—the effects are flashy, the animations have real impact and are very satisfying, and there are tons of cool, empowering, and sometimes hilarious moves that will crack a big smile for any Turtles fan.

For gameplay, this is very much a PlatinumGames brawler—it is primarily a two-button combat system with light and heavy attacks that can be combined to create a variety of combos. While there are dodge cancels, counters, and other mechanics you would expect from a PG game, the meat of the depth comes from timing and synergizing your abilities with the other Turtles.

In single-player, you need to manage all four Turtles yourself and can swap between them instantly, and in multiplayer, you’ll need to work together with your teammates to combo the enemy. Communication is key.

A good example of the depth and strategy would be Mikey’s signature ability, Cheerleader, which refreshes all other Turtles’ cooldowns instantly. A great tactic is to have all the other Turtles activate their abilities immediately, putting them on cooldown. Then they call on Mikey to use Cheerleader, refresh them all, and perform the hugely damaging combo again. This type of teamwork becomes crucial to success, particularly against bosses and at harder difficulty levels.

Additionally, all abilities can be upgraded and assigned as part of your Turtle’s loadout. There is a large pool of assignable abilities and a huge number of viable “builds,” and we’re really excited to see how creative players get with the system!

Each Turtle also has a “combo attack” move that is strong on its own, but becomes extremely powerful if two Turtles use theirs at the same time.

Do you or the team at PlatinumGames have a favorite Turtle or villain?

There are so many awesome characters in TMNT that opinions vary wildly. It would be tough to name just one Turtle or villain that the team could call their favorite!

Personally, I’ve always been a huge fan of Raphael, because his “cool but crude” personality was so much fun. Also, sais are awesome.

Are there any challenges in creating and promoting a new game in such a longstanding franchise?

PG’s director, Shirahama-san, told me that their take on this was that—as a Japanese developer—they didn’t necessarily have identical exposure to the Turtles as Western audiences did, and that made it somewhat intimidating to make a TMNT game focused on an American/European audience. The hardest part was deciding which parts of the Turtles’ rich 30-year history they should reference or draw from; they made sure they understood all of the various worlds, and what it was about each series that really got fans passionate about them. Once they were sure they understood the Turtles in their entirety, they felt confident in pulling from multiple places to create their own video game interpretation of the Turtles.

Everyone involved really loved the humor of the original series and ran with it, and PG also wanted to ensure we remembered that they are in fact teenagers, and sometimes behave like them. They did a great job of weaving these themes into the story and even the gameplay itself.

What do you think makes the Turtles such appealing characters after being around for over 30 years?

In my opinion, they have the perfect balance of humor, action and depth. The way they treat one another, and how they are perceived from the outside world makes them really fun to watch/play/etc. The successes of the toys, films, comics, and shows continue to gain them new fans, to the point now where generations of fans can share their enthusiasm with one another. And everyone has a favorite Turtle after all, right? They’re each very differently personable, which makes it easy to connect with them.

Pepsi Harnesses The Power Of Emojis In Five-Second Ads

Spring is in the air, but Pepsi is ready for summer with over one-hundred 5-second ads for TV and online markets. These vignettes feature Pepsi bottles enjoying popular summer activities like sunbathing or eating ice cream, conveying quick but effective ideas through the use of emojis—specifically, designs by PepsiCo called “PepsiMoji.” A similar campaign was executed in Canada last summer, followed by Russia, Thailand and Pakistan and a specially-designed version will finally reach the U.S. this year.

Emojis have become increasingly popular in digital conversations, and the soda giant hopes to capitalize on the way these colorful icons tell a story without words. “We have the emojis elevate the stories in a way that we haven’t been able to before,” Linda Lagos, Pepsi brand marketing and digital director told Adweek. The ads will be accompanied by the hashtag, #sayitwithpepsi.

The particularly short length of these ads are unusual for TV commercials, and although Lagos says it was a challenge to convince networks to run the 5-second spots, Viacom, Turner Broadcasting and others are now on board.

pepsi

Summer Online Searches Will Trigger Pepsi Ads

Pepsi also worked with Google to determine the top summer-related search terms, and have planned accordingly. For example, searching for “fireworks” or “tanning” will trigger one of the five-second spots related to that idea.

Pepsimoji uses the brand’s signature round shape and red, white and blue colors. These icons will be featured on Pepsi’s entire portfolio of bottles and cans throughout 100 global and locally-tailored markets. The company is embracing the idea of emojis beyond their drinks, making strategic partnerships in the world of fashion and sports. These efforts include a fashion collaboration with sports fashion designer, Jeremy Scott and a PepsiCo partnership with UEFA (Union of European Football Associations). Story, a gallery-like store in New York, is currently hosting four weeks of Pepsi-themed emoji events, “inspiring you to play with your words, food, even your clothes. Put on a happy face and let’s get emojional.”

https://youtu.be/sgO-68zdcz4

“Emojis are definitely here to stay. They’re global. My dad, who lives in Honduras, sends me emojis every day, which is hilarious,” Linda Lagos said. “What we love about them, which is so in tune with what Pepsi is about, is that they are a really great form of self-expression. And at Pepsi, we’ve celebrated all forms of self-expression.”

‘Uncharted 4’ Promotion Goes Above And Beyond

Sony has often been criticized for not providing enough promotional support for many of its first-party games, but it looks like no such complaints can be made for Uncharted 4: A Thief’s End. First announced for the PlayStation 4 in 2013, Naughty Dog’s fourth game in the series will finally conclude Nathan Drake’s adventures for lost treasure and fame. As the final game in the immensely popular series, Sony is going all-out with one of PlayStation’s biggest marketing campaigns.

Covering The UK

This week’s issue of MCV illustrates information provided by Sony UK, detailing how the company was making sure everyone knew about the game. When it came to television, Sony made sure Uncharted 4 trailers were shown during key moments, including the season finale of The Walking Dead and the Game of Thrones premiere. Plus, trailers were shown during major sporting events such as the Champions League Finals.

In a similar promotion, a brand new Uncharted 4 trailer debuted in theaters with the premiere of Star Wars: The Force Awakens, and Uncharted ads were seen with the premieres of Deadpool and Batman vs Superman: Dawn of Justice. They will be shown again when Captain America: Civil War, X-Men: Apocalypse, and Bad Neighbors 2 respectively hit theaters.

When consumers weren’t watching screens, Uncharted 4 posters could be seen on billboards, in the London Underground, and on bus sides. However, some of the more impressive sponsorship partners included the UEFA Champions League, where a rolling PlayStation 4 banner featuring Uncharted 4 could be prominently seen across the entire perimeter of the stadium during the Champions League—said to be the biggest club football competition in the world. Additionally, the animated coin toss transitioned into an Uncharted 4 logo, and the same promotion is likely to appear in the final in Milan on May 28.

Sony’s digital advertising boasted over 100 million impressions across all beats, including multiple YouTube mastheads, Twitter trends, digital video seeding, and homepage takeovers of sports, gaming and lifestyle sites. But some of the most unique promotions could be seen at retail sites, which included pallets with Nathan Drake swinging from real ropes, treasure chests, and window vinyls that show the hero crashing through the pane of glass.

Playing To PS4 Fans

Despite having seen multiple delays, fans are still eager to get their hands on Uncharted 4, and much of that has to do with the gameplay reveals shown at major events. Last year’s E3 saw a 15-minute gameplay video where Drake and Sully go on a wild car chase. This was later contrasted by a 5-minute PlayStation Experience trailer, which debuted last December and showcased a quieter moment of storytelling and characterization.

It shouldn’t be overlooked that Uncharted 4 began its multiplayer beta at around the same time as the PlayStation Experience, giving fans everywhere a chance to check out the action first-hand. This was followed up by a stress test held in early March, giving those who missed out on the beta another chance to try it out.

Furthermore, Drake got his very own Uncharted bundle in time for the holidays, which included remastered editions of all three previous games, together with a 500GB PS4. The $50 holiday price discount made the deal hard to resist, but it shouldn’t be confused with the Uncharted 4: A Thief’s End Limited Edition bundle, which recently became available for pre-order. That package includes a copy of Uncharted 4 and a special PlayStation 4 featuring Nathan Drake silk screened artwork atop it. Unfortunately, the Limited Edition bundle does not include the “Libertalia Collector’s Edition” of the game, which features a steel book case, a 48-page hardcover art book by Dark Horse, and a 12-inch Drake statue.

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A World Of Adventure

More adventurous fans can take advantage of the Uncharted 4 Around The World Sweepstakes, which is pretty much as straightforward as it sounds. Contestants who pre-order the game from participating retailers will receive a unique code that can be registered on the official sweepstakes website. Then they can flip a coin up to five times a week for a chance to win prizes such as Sony h.ear headphones, a Sony pico projector, or an unlocked Xperia Z5 smartphone. While many will be extremely happy with either the Collector’s Edition or the Limited Edition Bundle, the grand prize is a trip for two around the world. The contest ends on May 15, but pre-orders end on May 9.

These are just some of the big promotions Sony has launched so far, and the company promises that there’s more in store before Uncharted 4: A Thief’s End officially releases on May 10.

5 Video Game Movies That Will Rock 2016

Although there has often been a certain stigma attached to movies based on video games, they seem to be coming into their own this year. From the launch of a Ratchet & Clank movie to Assassin’s Creed sneaking its way to the big screen, the partnership between video games and movies is really starting to grow. Here are some of the big films to look forward to, and how they’re getting fans out to theaters.

Ratchet & Clank 

Release Date: April 29, 2016

In a dizzying circle of events, the new Ratchet & Clank video game is based on the movie, which is based on the original 2002 video game. As it turns out, the game is being very well-received by players, which makes it the perfect promotion to convince audiences to head out and watch the movie when it hits theaters tomorrow. The story recounts how a mechanic named Ratchet met his robotic best friend, Clank, as they head out into the galaxy for adventure.

But the film isn’t completely relying on the game’s broad fanbase for success. It’s sharing some of the quirky humor with a little web game called the Sheepinator, where you use a wacky weapon to change floating enemies in space, who are quoting mean tweets, into baa-ing sheep. This is then transformed into an animated gif, which can be shared on social media.

The Angry Birds Movie 

Release Date: May 20, 2016

The hit puzzle mobile game, where players launch a variety of upset birds to wreck pig-created constructs, has extended its brand to cover everything from a cartoon show to a cereal. Therefore, given how the franchise has millions of fans worldwide, an Angry Birds movie seemed inevitable. Although Angry Birds 2 released last summer, it had no apparent tie-ins with the upcoming movie, which stars the voices of Jason Sudeikis (Saturday Night Live; Horrible Bosses) Peter Dinklage (Game of Thrones) and Bill Hader (Inside Out; Superbad). That means Sony Pictures Entertainment had to be more creative in getting audiences acquainted with the characters.

The movie’s main character, Red, had a float featured at last year’s Macy’s Thanksgiving Day parade, and a specially-themed Lego set is set to launch around the same time as the movie. Furthermore, in an apparent partnership with AMC Theaters, a short video was released to promote the benefits of watching movies in theaters instead of waiting for them to release on home video. This was later followed by a very cute Easter video.

However, the best reason to watch the movie in theaters is because of a pinball-inspired 3D game called Angry Birds Action! The game lets players control Red as he “smashes and crashes through obstacles and bounces from wall to wall like a wrecking ball—all in the name, of course, of saving precious and fragile eggs.” An extra level for the game can be unlocked by using the game to scan for an inaudible digital watermark that’s embedded in the movie’s closing credits.

Dead Rising: Endgame 

Release Date: Sometime In Summer 2016

Dead Rising: Endgame is the official sequel to the live-action zombie comedy Dead Rising: Watchtower. Like its predecessor, the gore-filled film based on the hit video game franchise will debut exclusively on Sony’s Crackle streaming service. Although there hasn’t been much revealed about the movie since its announcement last spring at Upfront, the full cast was revealed last February. Jesse Metcalfe (Dallas) and Keegan Connor Tracy (Final Destination 2; 40 Days and 40 Nights) will reprise their roles as Chase and Jordan respectively, and they are joined by Billy Zane (Titanic; Back the Future), Marie Avgeropoulos (The 100; 50/50), and Patrick Sabongui (300; Godzilla; TRON: Legacy). The plot follows Chase and his companions as they make their way through a zombie-infested quarantine zone to stop a secret government conspiracy.

Promotion for the first movie relied heavily on word-of-mouth, coupled with whatever enthusiasm was created by the game Dead Rising 3 (which launched for PC a few months before Watchtower‘s premiere). While that might have been enough to generate a significant amount of interest last year, a new Dead Rising game isn’t expected to come out for quite some time. So, it will be interesting to see if the same strategy will be used to promote the sequel, and whether or not (and to what extent) Sony will use the PlayStation 4 to get the word out about Crackle’s original content.

Warcraft 

Release Date: June 10, 2016

Few game franchises are as well-known as Warcraft, particularly because of the immensely popular World of Warcraft and its spin-off collectible card game Hearthstone. Now the war between humans and orcs in the fantasy world of Azeroth will finally hit the big screen.

The movie’s first trailer debuted at BlizzCon last year, which is coincidentally the same day Activision Blizzard Studios was announced, however, this movie is being made by Legendary Entertainment. The movie released a very impressive 360-degree video last year, which let viewers ride high on a griffin, and a new (regular) movie trailer released last week.

Blizzard also seems to be testing how movie interest could lead to better World of Warcraft subscriber numbers, since it issued a survey in February that asked people if they’d be interested in a “World of Warcraft Ultimate Movie Edition,” that comes with all of the game’s expansions that would be included with the purchase of a movie ticket. Although that promotion hasn’t been put into effect, it certainly would be a big one, considering how the next expansion Legion won’t release until the end of August—over two months after the movie comes out. On the other hand, the newest Hearthstone expansion, Whispers of the Old Gods has helped the game top over 50 million players, so the Warcraft lore is getting out there in one way or another.

Assassin’s Creed 

Release Date: Dec. 21, 2016

Although last winter’s Assassin’s Creed: Syndicate was praised by both fans and critics, nothing quite revitalizes a long-standing video game franchise like a new movie starring Michael Fassbender (Prometheus; X-Men: Days of Future Past). However, with the movie’s premiere set for December, there hasn’t been a ton of promotion for it yet, apart from a number of action screens. There isn’t even an official trailer yet, and although the website dedicated to the fictional company, Abstergo (which is at war with the Assassins) seems promising, it isn’t fully functional yet.

Other upcoming promotions include a VR experience that is currently being developed by Practical Magic in partnership with Ubisoft, but no details have been revealed about it yet. So, fans will just have to wait and see how the Assassin’s Creed movie promotion grows and develops as the year progresses.


Although 2016 is looking to be a great year for video game movies, it could be just the start. Next year promises to bring the final Resident Evil movie, along with a new Tomb Raider film that has already cast Daisy Ridley from Star Wars: The Force Awakens in the lead role of Lara Croft. Then there’s an Uncharted movie and a possible film based on the Call of Duty franchise. Movies and video games can look forward to a long relationship.