The Global Poverty Project and Earth Day Network have announced that Global Citizen 2015 Earth Day will be live-streamed on the Global Citizen channel on YouTube. The event, which will take place at the National Mall in Washington, DC, is happening on April 18 between 11:45am and 7:30pm ET. YouTube stars Matthew Santoro and Yousef Erakat (FouseyTube) will be there to host the YouTube pre- and post show, while performers include No Doubt, Mary J. Blige, Usher, Train, Fall Out Boy, and My Morning Jacket. Global Citizen 2015 Earth Day will be available to watch on YouTube for 72 hours total.
As a farewell to David Letterman, CBS is launching a web series featuring live musical performances from “The Late Show.” All span Letterman’s reign on the show, beginning with Mumford & Sons when the series, “Legends on Letterman,” launches on May 5. This comes ahead of Letterman’s departure from “The Late Show” on May 20. “Legends on Letterman” will be available to watch on CBS’s website and mobile apps.
Jon Marcus’s web series “Hunting Season” will debut its second season on Vimeo on Demand on May 5. The series follows Alex, a gay man played by Ben Baur who chronicles his New York City sexploits in a secret blog. In its first season online (where it lived on its dedicated website using Vimeo’s video player) consisted of short-form episodes, but this upcoming season will look more like TV episodes, running for approximately half an hour each. Episodes will come out every Tuesday for four weeks and will cost $2.99 to rent or $4.99 to buy. “Hunting Season” is created, written, and directed by Marcus, who produced films like “Party Monster” and “Hedwig and the Angry Inch.”
Eva Gutowski, of the MyLifeAsEva YouTube channel, is going to be the new face of WallFlower Jeans, a clothing and accessories brand for teenagers. The lifestyle, fashion, and DIY vlogger currently has over 2.2 million subscribers on her YouTube channel, which has grown pretty rapidly since its first 100 subscribers in late 2012. Gutowski marks the first digital celebrity to model for WallFlower Jeans, as former “faces” of the brand include Sarah Hyland, of ABC’s “Modern Family;” Bella Thorne, of feature film “The DUFF;” and Olivia Holt of Disney Channel’s “I Didn’t Do It.” Gutowski also released her first parody music video, produced by SelectNext, today called “Literally, My Life.”
Video distribution network Rightster is going to manage 20th Century Fox’s YouTube marketing strategy. Under the partnership, Rightster will be responsible for audience development, management, and creator collaborations across 35 Fox YouTube channels in 17 global territories. The deal aims to promote Fox’s brands and movie releases across the UK, France, Germany, Spain, Italy, Norway, Belgium, Turkey, and South Africa, among other countries outside of the US.
The Interactive Advertising Bureau has released its “What Works and Why: IAB MIXX Awards 2015 Insights Report,” which analyzes successful ad campaigns and showcases best practices for digital channels and interactive marketing. Some of the IAB’s 14 “gold winning” branded campaigns include the “Wake Up and Smell the Bacon” mobile app from 360i and Kraft Foods’ Oscar Mayer and the “I Touch Myself Project” from JWT Sydney/Soap Creative and Cancer Council NSW. The IAB is also opening its formal call for entries for the 2015 IAB MIXX Awards, which honors the best in creative, interactive, digital marketing, on April 23.
YouTube’s next, big marketing campaign will include creators Grace Helbig, Hannah Hart, and Dude Perfect. These ad campaigns in the past have featured creators like Michelle Phan, Bethany Mota, and Rosanna Pansino (in the first round), and series like “Video Game High School” and “SciShow.” The campaigns span multiple platforms, from websites and video platforms to subways and billboards. Between them, Helbig, Hart, and Dude Perfect’s YouTube channels have over 8.6 million subscribers.