Branded Content

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Risky business

Which brands are proving that a calculated risk can reap big rewards?

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Woods Canada looks for trailblazers

The outdoor equipment co’s new social push is all around finding its next brand ambassadors by offering them a dream job.

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BCON wrap: seven lessons on branded content

From how to work with The Onion to creating “content on steroids,” here are a few key takeaways from yesterday’s event.

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What makes consumers cry foul?

Ads making inaccurate claims received the most complaints last year, according to ASC’s annual report.

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Schick gets a Slice of branded content

A new multi-platform comedy series, MsLabelled, will be available first on Shaw Media’s Slice.ca.

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Brandtrade goes on a shopping adventure

The organization has partnered with The Shopping Channel to bring a little Haitian culture to your home purchases.

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BCON Bits: Volkswagen goes bite-sized

Volkswagen Canada’s Jordan Gracey on the brand’s shift to smaller-scale branded content.

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BCON bits: Giving brands some character

Ahead of his talk at BCON Expo, Robert Lambrechts on how products can be characters in films like Intel’s latest project.

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Taxi VP launches new content company

Cynthia Heyd’s new shop will focus on delivering affordable content for brands.

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BCON bits: Finding the millennial funny bone

The Onion is training, not tricking, Gen Y to listen up, says Rick Hamann ahead of his talk later this month.

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Branded music content rises

Rise Branded Entertainment brings Universal Music Canada’s artists and resources together in a new full-service agency.

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Kokanee moves mountains

The beer brand tapped into Western Canada’s mountain-dwellers to help create its new peak-season brew.

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Kraft Peanut Butter’s once upon a time

How a focus on millennials, consumer research session and new brand platform led the Kraft line to write a kids’ book.

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Tide wades into branded content

The P&G brand is showcasing Canadians who can weather the cold in its latest digital push.

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Inside Gatorade’s branded content play

To reach a broader audience, the brand is tapping into emotional storytelling with NHLers in sledges.