By Joe Pulizzi published February 15, 2014

Red Bull and LEGO Get a Leg Up with Branded Entertainment

pnr-this old marketing logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this week’s episode, Robert and I talk about the hit movie from LEGO and what it means for content and brand marketing. In addition, we discuss the blurred line of advertising, Klout’s new publishing tool, and an amazing discovery about Facebook click fraud. This week’s This Old Marketing Example: Home Made Simple, from Procter & Gamble.

This week’s show

(Recorded live on February 11, 2014; Length: 49:09)

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Show overview

1. Content Marketing in the News

  • The Impact of the LEGO movie on Content Marketing: (3:00) Robert and I discuss Hollywood’s latest hit, The LEGO Movie, and the possibility of it earning an Oscar for best animated film. The movie’s revenues have already surpassed its budget. What could this product-focused blockbuster mean for other non-media brands and brand marketing efforts? (Contributing articles: eConsultancy and The Verge — a great article on how the movie is not about the product itself.)
  • IAB Chief Calls for “Standards” for Advertising (9:56): The IAB is calling for a movement around advertising standards. Robert and I explore the roots of the key issue at play: the answer to the question, “What is advertising?” It’s hard to set standards when it’s nearly impossible to tell what advertising is and what it isn’t… but shouldn’t consumers be given some credit for being able to make their own decisions? (Contributing article: Business Insider.)
  • Klout Adds Content Creation Network: (17:00) Amid the rumors selling its company for $100 million dollars, Klout has added a content creation and distribution component to its robust influencer rankings. (Contributing article: Klout.)
  • Red Bull Saddles Up a TV Network… on Apple TV (20:01): Red Bull extends the power of its Red Bull Media House to television, providing live and recorded programming to Apple TV. Robert and I see this as the first move (with many more to come) by large consumer brands into the creation of video channels for wider distribution. (Contributing article: Variety.)

2. Rants & Raves (29:10)

  • Robert’s Rant: Robert rants about a Sparksheet article that calls for Coca-Cola to end its content marketing journey.
  • Joe’s Rant: I discuss a recent video by Veritasium on Facebook fraud. The conclusions are amazing — a must-watch video for anyone using Facebook advertising.

3. Free Sponsor of the Week (39:30)

This Old Marketing is offering a free sponsor of the week opportunity. If you have a great piece of content marketing you’d like us to cover, just tweet us at #ThisOldMarketing and we’ll pick our favorite of the lot.

  • This week’s pick: The Manufacturer’s Growth Manifesto (courtesy of Bruce McDuffee).

4. Listener Question (41:24)

This week’s question comes from Google+:

“We use translations as part of our content marketing program. It’s an alternative for small businesses, since it’s much cheaper to translate an article than to write one. For some of our clients, it’s the only option that they can afford. What you guys think about this? And what about the copyright? Should I ask for permission for the authors for each article that we translate? We do post all the credits and referrals on each translated article. Since we do not translate articles from the same source and author repeatedly, I’m think that in the end we make than a favor acting like pollinators of their content.”

Our answer: Stop stealing!

5. This Old Marketing Example of the Week (44:08)

  • Home Made Simple, from Procter & Gamble, is a site that’s all about recipes and organizational tips, dedicated to “moms on the go.” P&G boasts millions of subscribers for the content brand, and has been running the site for a decade or more.

home-made-simple-Procter-and-Gamble

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Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

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  • http://www.velocitypartners.co.uk/our-blog/ Doug Kessler

    Another great show, gentlemen. That Facebook Fraud video is fantastic. Love your listener question too. Sheesh.

  • Arjun_Basu

    You guys (well, Robert) will be pleased to know that Ashley Brown from Coke is going to write a formal post (or rebuttal if you will) on Sparksheet. Soon.

    • http://www.adaptivemarketer.com Robert Rose

      arjun…
      indeed – I am glad to know that…. I’ll definitely watch for that….

  • Ashley Brown

    Ashley Brown from Coke here. Thanks for giving me a shout out on your podcast. I do in fact work at Coke – I am the editor-in-chief of Journey. Cheers, Ash

    • http://www.adaptivemarketer.com Robert Rose

      Ashley….
      Absolutely my pleasure…. I’ve had the distinct pleasure of interviewing Mildenhall – and would love to do the same with you…. Up for that? If so, just give me a shout at Robert at contentinstitute.com

  • Bruce McDuffee

    Robert and Joe, thank you for mentioning me and my Manifesto on the podcast. The mention drove about 1700 views to that Slideshare presentation! It’s a great thing you guys are doing with this podcast series!