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"MSN is a leader in creating massive
audiences online and in helping marketers
effectively reach those audiences. By partnering
with the media industry to add original,
interactive, exclusive content to our portfolio,
we will drive even deeper engagement with
our audience and open up significant new
opportunities for advertisers," said
Microsoft Corp general manager of MSN.com
John Nicol.
Innovative
partnerships to co-produce made-for-broadband
content
Under
the terms of the Reveille agreement, MSN
has struck an exclusive multiproject deal
with Reveille to create and produce original
online programming. MSN is creating a production
fund to be used by Reveille to produce pilots
and original branded entertainment programming
designed specifically for the Internet.
Reveille will use its skills honed in producing
for televised media to craft great ideas;
recruit the best writing, producing and
performing talent; and deliver programming
in entirely new ways online. The content
will go beyond what is possible in traditional
television today by incorporating video,
enlisting audience participation, and offering
both linear and nonlinear formats.
Shows
that are successful initially online can
potentially be extended to other formats,
including television and mobile.
"The
digital future has arrived, and in collaboration
with MSN we will be creating new forms of
content without boundaries. We believe in
a multiplatform world where the best elements
of an idea can be tailored to the attributes
of the specific media, enabling the audience
to have more enriched experiences and for
advertisers to contextualise themselves
in a more profound way," said Reveille
CEO Ben Silverman.
MSN
is also partnering with Be Jane to create
an original online series of video and interactive
editorial do-it-yourself home improvement
content targeted at women. The series, featuring
Heidi Baker and Eden Jarrin (aka The
Janes), will empower viewers with do-it-yourself
know-how, including projects, tips, tricks,
trials, tribulations and real "Jane"
stories from women across the country. More
than just basic how-to, Be Jane brings fun,
relatability and inspiration to empower
people through topics such as "spicing
up the bedroom" and "creating
a backyard retreat." The content will
be deeply integrated into MSN Lifestyle,
MSN Spaces and MSN Video.
"Up
until recently, there have been few resources
for women to turn to for home improvement.
We've learned that by providing relatable
information, creative inspiration and a
community of 'Janes,' we can empower them
to take on tasks in their home they never
thought possible. That's why Be Jane on
MSN is a great pairing. By expanding our
reach, we can instruct and connect with
more viewers, giving women a home for home
improvement," said Be Jane CEO Eden
Jarrin.
Expanded
opportunities for marketers, advertisers
By
partnering with the media industry to produce
original content, MSN is creating rich new
opportunities for advertisers to integrate
into and around the content itself. In addition
to traditional display and streaming video
advertising opportunities, advertisers can
take advantage of in-content product integration,
as well as be deeply involved in the early
stages of content creation and production.
Reveille was one of the first production
companies to fully fund a reality TV series,
NBC's The Restaurant, by integrating
advertisers into the TV content.
"We're
excited to team up with the media industry
to drive new innovation in online advertising
and branded content integration. Together
we will push the boundaries of what interactive
means for consumers and marketers by bringing
together the best of Hollywood, Madison
Avenue and Redmond," said Microsoft
senior director of the MSN Branded Entertainment
and Experiences Team Gayle Troberman.
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