Consumers Want Brands
that Inform
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Lee Doyle
"Branded content provides
a benefit to the consumer"
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Sarah Fay
"Brands must pass the content-worthy test"
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Josh Stinchcomb
"Online pubs want brands
to provide content."
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Vibrant and Microsoft created an innovative live feed countdown unit, to create buzz around the launch of Fable III. This unit was a global media first for in-text and counted down to the games launch and featured Fable III branding and the game trailer.
Bing partnered with Vibrant to create a custom in-text unit which delivered relevant articles, images, videos and news from the latest bing.com search results directly from words like "Ashton Kutcher," "Barack Obama," "global warming" and "Nobel Peace Prize" inside web content.
Sainsbury's worked with Vibrant to create a useful Custom Recipe Unit that would spark ideas for tasty, easy Christmas meal options. Users could conveniently mouse-over words like "clementines," "mince pies" within relevant content and immediately access recipe ideas and ingredient lists directly inside the unit.
Zune worked with Vibrant to create a custom unit that delivered live feeds of relevant music when a user moved their mouse over a music artist name such as "MGMT", a song title, or music genre directly inside web content. The unit featured an API feed which dynamically fed the related artist, title, and album art into the creative. The campaign helped generate awareness of the "Zune Pass" which gave free subscriptions and trials to their music library.
IBM worked with Vibrant to deliver informative real-time tennis scores, player stats, bios and images off of related player names like "Andy Murray", "Rafael Nadal", "Roger Federer" and sports terms to promote its partnership with the US Open as the events main technology provider.
HP partnered with Vibrant to deliver an informative custom resource unit on words like "server", "data center" and "blade solutions". When a user moused over a word of interest, they were able to download relevant, informative whitepapers to learn how HP servers are most apt to meet their business technology needs.
Yell.com wanted to intercept users and drive awareness and usage of their online local listings services across more than 300 different industries. Working with Vibrant, a custom unit was created which used geo-targeting and dynamically mapped words to local listings, such as providing 'florist' results from the word "flowers".
To help promote and create favorability among 4 different BlackBerry smartphones, (Curve, Bold, Storm and Flip Pearl), RIM worked with Vibrant to create a custom unit that offered reviews of the product directly inside relevant web content. Users could mouse over brand and product related words like "Blackberry Curve 8900," "Smartphone" and "Storm" to read the latest feedback and ratings on the handheld personal device.
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