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NOW THAT’S MUSIC | VOLUME #52 RELEASE

In October 2014, FullBottle partnered with Now That’s Music to promote the 52nd volume in this storied franchise’s history. Over seven days, a team of influencers created more than 20 videos that were posted across Vine, Instagram and Twitter. The videos from influencers, whose audiences were discovered to be music lovers, generated huge interest and strong sales results. Read below to learn about how FullBottle brought this campaign to life.

Key Challenges:
1. Convince a new generation of music fans to purchase a compilation album.
2. Reach 9 million music fans on Vine.
3. Generate high engagement with video content.
4. Launch a brand new Vine account for Now That’s Music.

Strategy:
1. FullBottle’s data science found creators across Vine, Instagram and Twitter whose followers were predominately made up of music lovers aged 18-24.
2. Influencers created videos in their own authentic voice while incorporating licensed music from the album.
3. Videos were posted to the brand new “Now That’s Music” Vine account and shared re-posted by influencers on their own channels.

Click here to learn how FullBottle can deliver these results for your company.

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Featuring the talented Eh Bee family today.  Always impressed with the stories this team can tell in 6-seconds.  Can hardly tell the difference when their Vines are for advertisers.

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Featuring the talented Eh Bee family today.  Always impressed with the stories this team can tell in 6-seconds.  Can hardly tell the difference when their Vines are for advertisers.

Influencers Power Album Sales of NOW THAT’S MUSIC Vol. 52; Debuts at #2 on Billboard Music Charts

MICRO-VIDEO CONTENT FROM PERSONALITIES ACROSS VINE PROMOTES
LATEST U.S. VOLUME IN WORLD’S BEST-SELLING MULTI-ARTIST ALBUM SERIES

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REDWOOD CITY, CA – December 15, 2014 – FullBottle and NOW That’s What I Call Music! recently partnered to promote the 52nd numbered volume in the U.S. series of the storied NOW franchise. NOW That’s What I Call Music! Vol. 52 debuted at #2 on the Billboard 200 and #3 on the Billboard Digital Albums music charts, selling more than 103,000 copies and exceeding first-week sales of the previous numbered NOW release. For its second week of release, NOW 52 continued to hold the #2 position on the Billboard 200.

The innovative campaign has ushered in a new strategy for NOW, working with influencers across Vine to promote NOW 52’s release. Reaching younger consumers across a fragmented media landscape is a challenge facing many of today’s marketers. Using FullBottle’s proprietary technology that scientifically matches advertisers with influencers, NOW was able to energize more than 9.4 million music fans with musically themed content.

More than 20 influencers created videos, ranging from six to 15 seconds in length, that were posted to the new “NOW That’s Music” Vine account. Influencers subsequently broadcasted the content to their loyal audiences, raising awareness of NOW 52’s release and driving more than 1,400 fans to follow the official “NOW That’s Music” Vine account.

This campaign marks the first time that NOW has teamed up with Viners to spread the message. Usage of Vine has exploded since its launch in January 2013. Every month, more than 100 million people watch Vines across the web and there are more than one billion loops every day.

Reed Berglund, FullBottle CEO & Co-Founder and Laura Rutherford, Vice President, Marketing and Operations for NOW That’s What I Call Music! made the announcement jointly today.

“As a passionate fan of music, I couldn’t have been more excited to see this campaign come to life. NOW needed to reach young adults that are fans of pop music. We were able to discover and activate the perfect set of influencers who delivered both the scale and authentic content that captivated a large audience. NOW effectively leveraged the content across their social platforms creating a 360-degree approach that contributed to NOW 52’s success. We were thrilled to collaborate on this program and we look forward to a lasting partnership,” stated Berglund.

“Consumers under the age of 25 continue to migrate away from traditional media and older social media hubs. To effectively promote NOW releases, we must reach this audience on new platforms in the most authentic manner possible. FullBottle is an ideal partner to help to amplify NOW’s message to millions of young adults. With one company, we’ve been able to produce, distribute and track the performance of authentic branded video creations,” said Rutherford.

About FullBottle
FullBottle enables brands to find exactly the right influencers to create high performing social video campaigns.

Our technology uses machine learning algorithms to sift through vast amounts of social content to match just the right influencers and audiences to a particular campaign. Built by a team of data scientists, with a proven track record launching world-class vertical search and recommendation engines, the heart of our technology is a search application that discovers what topics are being discussed and why they’re relevant to a particular campaign.

Advertisers benefit by activating only the most qualified influencers based on data science; resulting in audience engagement metrics that outperform industry benchmarks.

Our clients include distinguished global brands such as Kraft, McDonald’s, Warner Bros., Kellogg’s, Lego, Macy’s, Hasbro, Nintendo and many more.

FullBottle is headquartered in the San Francisco Bay Area with offices in Miami, Santa Monica, New York, and Chicago.

About NOW That’s What I Call Music!

The world’s best-selling, multi-artist album series, NOW That’s What I Call Music! debuted in the U.S. in 1998, following 15 years of multi-platinum international success. The series has generated sales exceeding 250 million albums worldwide, including more than 94 million in the U.S. alone. Second only to The Beatles in chart history, 18 of NOW’s numbered editions have hit No. 1 on the Billboard 200 albums chart, and all 52 volumes released to date in NOW’s numeric U.S. series have reached Billboard’s Top 10.

The NOW That’s What I Call Music! series is a joint venture from Universal Music Group and Sony Music Entertainment. NOW and NOW That’s What I Call Music! are registered trademarks of Universal Music Group and its affiliates.

Creators to promote Paddington release

From StreamDaily.tv on DECEMBER 3, 2014

Om Nom and Paddington — BFFs?

The characters from Cut the Rope puzzle video game and Weinstein Company film will see their worlds merge in an ad campaign that’s rolling out ahead of the U.S. release of Paddington. As part of the digital promo, influencer-produced videos will appear on Vine and Instagram to drive downloads of the mobile app and support the release of the film.cuttheropepaddington-394x222

The deal with the viners was arranged by FullBottle, a San Francisco-based media company that pairs brands with online creators. The viners participating in the project are Brittlestar, Daniel Ojanlatva and Andrew David who are creating one video each.

“Some are artistic, others are comedic sketches,” says Eric Wachs, VP of marketing at FullBottle.

Some videos, like this one from animator Ojanlatva, show Paddington the bear joining Om Nom in the holiday version of the Cut the Rope app, launching Dec. 5. Others will play on the themes of the film, like a father showing the mischief his song gets him into when he’s hanging out with Paddington, Wachs explains.

The overarching theme of friendship helped FullBottle with its search for the right influencer partners, whom the team find by using an algorithm that sifts through tags, keywords and audience comments to find the right partners for brands.

“The influencers will be promoting not just the app to drive downloads, but also they’ll be creating short micro-videos to promote the film itself. It’s a duel-pronged approach,” says Wachs.

This is the first time a sponsored character makes an appearance in ZeptoLab’s Cut the Rope game. The film, which has already debuted in the U.K., comes out in January in the U.S.

 

 

Micro Video Promoting an Anti-Bullying Message

06.09.2014 by Eric Wachs
Micro Video to Promote Anti-Bullying Message
To help stop the cycle of bullying, FullBottle worked with personalities across Vine to produce micro video content that encourages young audiences to speak up when they witness or experience bullying.

The campaign, which was part of Cartoon Network’s annual anti-bullying awareness efforts, features :06 second Vine videos that appear on select Vine accounts and will be distributed across FullBottle’s network, which reaches over 150 million people.

“Our goal with ‘Stop Bullying: Speak Up’ is to reach as many kids, parents, educators and community leaders as possible with messages that encourage them to speak up whenever bullying occurs,” said Tracy Barash, VP of brand development at Cartoon Network, in a release. “Working with FullBottle on this new series of Vine videos is another creative extension of that overall effort.”

“Micro-video is an effective way for advertisers to spur action from their target audience. We’re excited that this partnership will promote a positive message that is delivered in the most authentic manner to kids wherever and whenever they are consuming content,” said Reed Berglund, co-founder and CEO of FullBottle, in a release. “When approached by Cartoon Network, we found the perfect set of creators from the world of Vine to record videos for this campaign. Cartoon Network was a great partner in that each Viner was free to produce content that would resonate with their specific audience.”

Read about this exciting campaign by clicking the links below.

Tubefilter: FullBottle, Cartoon Network, Viners Promote Anti-Bullying Campaign
VideoInk: FullBottle and Cartoon Network Tap Vine Creators for Anti-Bullying Campaign
Stream Daily: Viners hired for Cartoon Network’s anti-bullying campaign

For additional articles relating to Vine Videos and Micro Content, click here.

Brands Adopting Vine – We Love It!

03.04.2014 by Eric Wachs

The folks over @ReelSEO are doing a phenomenal job tracking how brands are activating on Vine. Every week they publish a list of the top 5 branded vines.

Here’s the rundown for this week:

#1 Dunkin Donuts
Let’s get the April Fool’s content over with first of all. Dunkin Donuts sacrificed 12 yummy donuts by gluing them to the ceiling, which is a criminal waste of such lovely food but a necessary one in the name of tent-pole marketing.

#2 Samsung Mobile
Next up, Samsung uploaded a very plausible (pawsible?) April’s Fool video for the canine version of the Gear Fit Band. A very squeezable puppy takes to the park wearing his brand new ‘PuppyFit’ and doesn’t he look exhausted after that little run? *Squeezes*

#3 Samsung Camera
Zach King featured in our best Vine’s post last week with that impressive selfie/wefie clip (and here’s how they did it). He’s back again this week with another great looped 6-second video for the #NXmini. You can see the joins a little more in this one but still, a fantastic use of the medium.

#4 Coca-Cola
Well, hello again Zach. Mr King, Vine’s very own magician superstar, collaborates with Coca-Cola and Five Guys (Burgers and Fries) to turn a couple of paper napkins into a couple of thirst-quenching drinks. One of which we’re pretty certain must be a coke. Unless this is another April Fools.

#5 Taco Bell
Lastly, now that Taco Bell has actually launched their insanely anticipated breakfast menu, what better way to demonstrate the draw of the mighty WaffleTaco than by encouraging a sleepover in the very place they are made. Those chairs look super comfy to nap on…..

Limbo, Limbo – Balance Between Content and Advertising

02.04.2014 by Reed Berglund

Today, our partner Spil Games announced a new targeted video advertising strategy

The premise -“happiness is key.” Cue Pharrell – “Ït might seem crazy what I’m ’bout to say.”

Finally, a thoughtful balance between the consumer’s digital fun and the torture of advertising in their pursuit of “free” entertainment. The balance between content and advertising is the crux of any media company’s business. We want to entertain, but we also need to make sure we pay the bills.

Casual game publishers have historically been egregious offenders of this exchange. “Let’s slap another banner ad below the fold…and we can run a :30 while the game loads.” Their sites end up looking like a Sunday at the Brickyard 400 – cars dashed fender to fender in PENNZOIL and VIAGRA ads.

But Spil games is taking a unique approach. Put the player’s needs first – ENTERTAIN ME. The game publisher is creating a fair value exchange between game time and brand time. They allow the player to forge deep into the game-play before an ad is delivered. And paying close to attention to the type of game-play to time the delivery of the ad.

Bravo! and thank you for making our game experience a little happier. One ad at a time!