American Express lanza una campaña interactiva con el DJ Mark Ronson

American Express ha lanzado “My Live Story”, una campaña interactiva junto con el DJ, productor y compositor Mark Ronson. Es una de las mayores campañas interactivas realizadas por la compañía de tarjetas de crédito, en la que se pretende “descubrir las mejores experiencias musicales británicas, las historias memorables detrás de los conciertos para celebrar la participación de American Express en la música en directo y el programa ganador de un premio ‘Preferred Seating’ lanzado el año pasado”.

La campaña interactiva aparecerá en la web de Channel 4. La creatividad impresa y online para apoyar la campaña está en manos de Ogilvy London y la actividad de social media y relaciones públcias la lleva a cabo Mandate Communications.

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American Express ha lanzado “My Live Story”, una campaña interactiva junto con el DJ, productor y compositor Mark Ronson. Es una de las mayores campañas interactivas realizadas por la compañía de tarjetas de crédito, en la que se pretende “descubrir las mejores experiencias musicales británicas, las historias memorables detrás de los conciertos para celebrar la participación de American Express en la música en directo y el programa ganador de un premio ‘Preferred Seating’ lanzado el año pasado”.

La campaña animará a los consumidores a celebrar sus momentos musicales más memorables subiendo fotos o vídeos y de ellos, las experiencias de los veintiún ganadores aparecerán en un corto que se emitirá en la televisión nacional. El ganador de todos ellos, además, conseguirá entradas VIP para asistir a la gala de los Grammy en Los Ángeles. Además, en el corto participarán el director Toby Dye y Mark Ronson, que colaborará con la banda sonora, informa Brand Republic. Leer más “American Express lanza una campaña interactiva con el DJ Mark Ronson”

Are Brands and Agencies The New A&Rs?


Author Richie Cruz March
Much has been written about the music industry’s historic decline over the greater part of the last decade.

As the primary distribution mechanism has shifted from discs to digital, consumers’ discovery process has followed suit, evolving from the “new release” rack of their local record store to the link collection at their favorite music blog.

What many accounts of the struggling music industry fail to mention, however, is that the music industry’s ultra-fragmented, content-overloaded state has created an opportunity for brands to become involved as never before. The record label’s and record store’s historical position as middlemen between consumers and content is dwindling, leaving a vacuum that is rapidly being filled by blogs, publications and the savviest of brands.

Demand is at an all-time high, but the “means to consumption” have changed, says Roger Faxon, head of EMI Publishing, in his recent interview with The Economist. There are new free-and-subscription-based streaming services setting up shop every day, sustained and fueled by the rabid demands of consumers for more and better content.  The result has been the disintermediation of content – consumers no longer care where good content comes from, as long as it’s both convenient and good.

Do marketers and brands need to become A&Rs? Leer más “Are Brands and Agencies The New A&Rs?”

Year of the Tiger


– T.L. Stanley
Rapper and actor T.I. enjoyed the spoils of the thug life, but it ended up costing him his freedom and, by his own estimate, $12 million in a lost General Motors endorsement deal and other work when he was convicted of federal weapons charges.

But the artist, who’s now emerged from prison and has a new record coming out, could be back in the brand partnership game soon. His label, Warner Music Group‘s Atlantic Records, is in active discussion with a number of marketers eager to latch onto his turnaround tale, partly chronicled in an MTV reality series. “Sometimes, you could be just a couple of hits away from redemption,” says Camille Hackney, Atlantic’s svp brand partnerships and commercial licensing. “Success makes people forget.” Leer más “Year of the Tiger”