By Tom Bannister
Here is a roundup of some of the branded content projects that caught our attention over the past seven of days:
Hamburger Helper Watch The Stove Playlist: After developing a reputation for commenting on rap news and music, social followers started to suggest that people behind General Mill’s Hamburger Helper Twitter account produce their own rap music. So they did. In partnership with five upcoming hip-hop artists and influencers, Hamburger Helper produced a playlist of five original songs and released them to SoundCloud on April Fools’ Day. It was played over 4 million times within day one and generated very positive reviews in Billboard and other music publications.
Apple’s Dillan Videos: In time for autism month, Apple released two short-form documentaries called “Dillian’s Voice” and “Dillian’s Path.: The films follow a teenager with autism who has been only been able to communicate via services on the iPad. The videos have delivered 4 million views in five days, but more impressive is the 90,000 likes across both videos, proving real viewership, rather than paid. Apple has had a busy week, releasing a commercial of Taylor Swift falling off a treadmill while listening to Drake in sync with her I Heart Radio Awards win.
Where Is Your Park?: Taking a leaf out of Giselle’s book, Beyonce launched a dramatic biographical documentary short to promote the launch of her new active-wear clothing line, Ivy Park. The short takes the viewer behind the scenes into Beyonce’s training schedule and daily motivations.
Burberry’s Snapchat Channel: Burberry became the first fashion brand to launch their own Snapchat channel (for a 24-hour window), which appeared in the Discover section to promote Mr Burberry. The channel contains a collection of articles, videos and interviews, as well as grooming and style tips, all centered on the theme “how to be a modern man.” The channel also includes a short film shot by Steve McQueen (and which is available on the greater web, too).
“Talk To Me”: In partnership with sponsor Unilever, Huffington Post launched a series in which each episode a child interviews a parent (one of whom is famous). Subjects include Richard Branson and son, Melinda Gates and daughter, Travis Kalanick and father and Ron Howard and daughter. In partnership with Facebook Live, Huffpo is also asking viewers to conduct their own family interviews and live stream them to Facebook.
Guns ‘N Roses Impromptu Concert: Phones were confiscated at the front door but footage of Guns ‘N Roses reunion performance in front of 150 people at The Troubadour leaked out anyway. The impromptu concert is ahead of their headlining Coachella next week. It generated worldwide press and promotion around their American tour. Tickets go on on April 8.
WhoHaHa: Elizabeth banks launched a comedy site for women with a pretty funny name. Along with her ongoing YouTube series “Really Important Questions,” the site also features other series such as “Ask A Badass,” “Rebrand” and “Meals With Mary,” as well as original content from upcoming comedians and YouTubers. It will be interesting to see where this platform goes.
This post was penned by VideoInk publishing partner Branded.tv, a one-stop shop for branded entertainment. Branded.tv features and catalogs the best branded entertainment campaigns from around the world.