'Transformers Brand' up for a 'One Show' award

'Transformers Brand' up for a 'One Show' award

Friday, September 26th, 2008 2:22pm CDT

Categories: Movie Related News, Digital Media News
Posted by: Tigertrack   Views: 12,713

Topic Options: View Discussion · Sign in or Join to reply

The Hollywood Reporter.com recently wrote up an article on BRAND excellence, and the recognition of brand excellence at an awards show on October 7th called the 'One Show Entertainment Awards'. Read more about the 'One Show' awards below, and what they have to do with our love of Transformers.

'One Show' awards have honored excellence in advertising for over 30 years.

The number of pieces geared toward branded entertainment have really shifted the business model. I'm talking about the shift in power from those who make and distribute entertainment products to those who consume them," Warlick told me. "Essentially, it's a 'pull generation' that we're looking to reach. The task at hand has been to reach an audience that has essentially tuned out or that has been empowered to tune out and may or may not be receptive to the message your brand has."

Once you've managed to reach them, she continued, "your job is to entertain them long enough so they will listen to a message about your product or brand. When I speak of a 'pull generation,' they're pulling messages to them. Our entertainment system is set up now so you can really tune out if you want to. It used to be that if you wanted to watch the 6:30 news you had to be home on the couch at 6:30 in front of your TV. But now you have a wide array of options. You have the web news bytes (and) headlines on your Blackberry or your iPhone. You can record the evening news and (watch) it any time you want to or you can simply tune in to a 24-hour cable (news) network.

And here is the section about the Transformers Brand and Movie...

As a good example of branded entertainment involving mainstream movies, Warlick pointed to "'Transformers' (the 2007 blockbuster from DreamWorks and Paramount directed by Michael Bay and starring Shia LaBeouf), which sold a lot of toys for Hasbro. Hasbro knew what they were doing, but I think the (tremendous) success of that film both as an action movie and as a launch vehicle for these toys probably surprised everybody."

"Transformers" grossed $319.2 million domestically and $389 million internationally for a worldwide cume of $708.2 million. A sequel, "Transformers: Revenge of the Fallen," is scheduled to open next June 26, reteaming Bay and LaBeouf.

Asked about product placement, in which companies pay money to get their products shown in scenes in movies and television shows, Warlick explained, "It is still going on, but it's not part of branded entertainment. One Show Entertainment is specifically drawing the distinction between entertainment either in film, gaming or theatrical releases that furthers the position of a brand rather than simply a visual or gratuitous product placement because, let's face it, the consumer is too sophisticated. They (can) zap it (with a TiVo-type device or) they could tune it out. There are successful product placements, but branded entertainment is about entertainment that the brand essentially serves as a vehicle for (itself)."

Branded entertainment, she added, "is weaving a brand into the content. It's not interrupting the programming. It is the programming. And when it's done well, it's done very, very well. Some of the most creative people in the advertising industry and in the entertainment industry are joining forces (to create branded entertainment) and the teamwork and the partnering is turning out a really terrific strong product."

Our very own favorite brand is nominated for the movies, and entertainment category, going against Freixenet's 'The Key to Reserva' and more.

"The One Show is really proud to be the first to do this," Warlick observed. "I'm sure other awards shows will follow, but we recognize creative excellence in advertising and we recognize creative excellence in design and interactive and we're excited to be recognizing creative excellence in branded entertainment.

You can read the lengthy and informative article here.

Click here for examples of Branded Entertainment, at One Show's website.

Credit(s): The Hollywood Reporter

This article was last modified on Friday, September 26th, 2008 2:50pm CDT

News Search

Got Transformers News? Let us know here!

Re: 'Transformers Brand' up for a 'One Show' award (796099)
Posted by ponycorn on September 26th, 2008 @ 6:33pm CDT
Good to see recognization of what a good job Transformers do of selling themselves. *Swindle nods in approval.*

Featured Products on Amazon.com

Buy "Transformers Generations Exclusive Cyber Battalion Class Shockwave Figure" on AMAZON
Buy "Transformers Titans Return Arcee Action Figure Set" on AMAZON
Buy "Transformers Authentics Grimlock Action Figure" on AMAZON
Buy "Transformers: Generations Power of The Primes Deluxe Class Dinobot Sludge" on AMAZON
Buy "Transformers: Generations Power of The Primes Legends Class Cindersaur" on AMAZON
Buy "Transformers Generations Titans Return Deluxe Misfire and Aimless" on AMAZON
Buy "Transformers Studio Series 13 Voyager Class Movie 2 Megatron" on AMAZON
Buy "Cyberverse Warrior Class Megatron" on AMAZON
Buy "Transformers: The Last Knight 1-Step Turbo Changer Cogman" on AMAZON
Buy "Transformers Generations Titans Return Sky Shadow and  Ominus" on AMAZON
Buy "Transformers Generations Combiner Wars Deluxe Class Prowl Figure" on AMAZON
Buy "Transformers Generations Titans Return Titan Master Vorath and Mindwipe" on AMAZON
Transformers Podcast: Twincast / Podcast #268 - Call Me 2020
Twincast / Podcast #268:
"Call Me 2020"
MP3 · iTunes · RSS · View · Discuss · Ask
Posted: Monday, January 18th, 2021

New Items on eBay

Buy "** 2014 - WINDCHARGER Transformers Generations Combiner Wars Legends Class **" on EBAY
Buy "Transformers Power of the Primes Deluxe DINOBOT SLUDGE Figure Hasbro 2017" on EBAY
Buy "Titans Return Transformers Scourge Rippersnapper Highbrow Twinferno New" on EBAY
Buy "TRANSFORMERS G1 WRECK-GAR Lot For Parts With Gun, Vintage Takara 1986" on EBAY
Buy "Transformers Go! G19 Hunter ratchet" on EBAY
Buy "Transformers Power of the Primes Solus Prime" on EBAY
Buy "Transformers Power of the Primes Windcharger" on EBAY