Reebok's New Branding Campaign

Reebok launches a new "branding" campaign by way of the entertainment business.

On Dec 14th, Reebok teamed up with the Independent Film Channel and NY Production House Roadside Entertainment to launch FRAMED, a reality-based series that pairs up celebrities with athletes as they work together to direct short films.

An interesting example of a branding campaign for the age of convergence, where a product company entering the "branded entertainment" industry to produce media that will spread across multiple platforms (Film Festivals, TV, Yahoo!, Youtube, etc.).

Says Reebok's Todd Krinsky in a press release:

"Reebok enjoys strong partnerships with some of the biggest names in sports and entertainment and through our first original television series 'Framed,' we can show consumers sides to these global icons often unseen. We are thrilled to be able to bring together Hollywood talent and our roster of top athletes to create a unique viewer experience that lives outside of traditional advertising."

Read about it in Adweek and NYTimes

FCC Eases Media Ownership Rules

Some argue it's to help newspapers in the age of the Internet, others say it's an old- fashioned power grab by large media conglomerates.

The FCC has just approved loosening ownership rules, allowing a company to own both a newspaper and a radio or TV station. Further signs of media consolidation at work.


Read about it in the N.Y.Times

group journalism projects: WNYC Public Radio

WNYC's Brian Lehrer has organized a number of "group journalism" projects enlisting the audience to go out and research specific topics. Citizen journalism meets collective intelligence meets spoiling?


the first assignment:
"We reveal some preliminary results from our group journalism project “Are You Being Gouged?” comparing the prices of milk, lettuce and beer and look for the reasons for price disparities between neighborhoods and types of stores." (from WNYC site)


the second assignment:
"Help us find out the true financial impact of Bill Clinton on the Hillary Clinton campaign in our latest group journalism assignment." (From WNYC site)