Coca-Cola could easily equip just about everyone in the country with a free Google Cardboard-style VR viewer if the above experiment turns into reality.
Spotify currently offers you a choice: pay ten bucks a month to listen without ads, or listen for free but have your music interrupted by audio ads. Those using the Android or iOS app will be offered a third option later this year: watch a 15-30 second video ad in return for 30 minutes of ad-free listening.
Known as Sponsored Sessions, the idea is that advertisers get the ability to run video ads for the first time, while the experience is made relatively painless for consumers by guaranteeing 30 minutes of uninterrupted listening afterwards.
Spotify began pitching the option to advertisers back in June, and Ad Age reports that a number of major advertisers have now signed-up.
Spotify will start testing the video ads in the fourth quarter with a limited number of brands and plans to extend them to all advertisers in the first quarter of 2015.
Coca-Cola, Ford, McDonald’s and Universal Pictures have signed on as the ads’ first global buyers. Kraft Foods, Target and Wells Fargo will be the U.S.-only launch advertisers.
The Spotify Music app is a free download from the Google play store.
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Google unveiled its “Project Re: Brief” ad campaign in March, which re-imagined four classic commercials, and now the company has published an hour-long documentary of its marketing venture on YouTube.
The four re-imagined classic commercials are Coca-Cola’s “Hilltop” from 1971, Alka-Seltzer’s 1972 commercial, Volvo’s “Drive it like you hate it” from 1963, and Avis’ “We try harder” campaign from 1962. Google’s in-house advertising team and several other agencies— including the creators of the original campaigns—re-created all the ads. Each video is available on Google’s Project Re: Brief website.
“Re: Brief is not just about the ads themselves. It’s also about the creative process behind them: bringing ‘old school’ advertising legends and technologists into the same room to create digital ads that consumers love as much as they loved the iconic campaigns of yesterday,” explained Project Re: Brief Lead Aman Govil on the Official Google Blog. “To share this experience, today we premiered the documentary film Project Re: Brief, directed by Emmy winner Doug Pray, at the Cannes Lions International Festival of Creativity—also available on YouTube.”
Govil continued:
The documentary follows the story of the five art directors and copywriters who made the original ads as they come out of retirement to “Re: Brief” their classic campaigns: Harvey Gabor (Coca-Cola’s “Hilltop); Amil Gargano (Volvo’s “Drive it like you hate it”); Paula Green (Avis’ “We try harder”); and Howie Cohen and Bob Pasqualina (Alka-Seltzer’s “I can’t believe I ate the whole thing”). While major shifts in technology have reshaped the advertising business, as we learned from our heroes of the past, the basic tenets of storytelling haven’t changed. We found these icons’ ideas, wisdom and passion for great advertising inspiring and hope you do as well.
With the 2012 Summer Olympics in London set to kick off in the coming months, official sponsor of the games Coca-Cola teamed with producer Mark Ronson to create an Android app called “Coca-Cola Olympic Games My Beat Maker.” As you might imagine, the app allows you to create your own beats, but it does so by letting you chop up the official Coca-Cola anthem for the London 2012 Olympic Games—”Anywhere in the World” by Ronson featuring Katy B.
My Beat Maker uses amazing technology to detect the movements of your phone and transform them into music so you can make your own beats!… Bust out your own loops and beats based on the official Coca-Cola® anthem for the London 2012 Olympic Games, Mark Ronson featuring Katy B’s Anywhere in the World, just from the motion of your phone.
