Home  › Media › Video
billyeichner

Toyota and Others Get Laughs with Branded Content

  |  May 14, 2012   |  Comments

FunnyOrDie and CollegeHumor artists say new campaigns from Butterfinger and Toyota are on the way.

billyeichnerBranded humor, since Orbit partnered with actors Jason Bateman and Will Arnett two years ago, has received significant industry attention. According to comedians speaking at Internet Week in New York today, there's still money being thrown at the marketing niche, with new campaigns on the way from Butterfinger and Toyota. Though business is better for some than others, the comics explained.

"A year ago, I was getting asked to do a lot of it, but not anymore," said Seth Herzog, who's appeared on Conan O'Brien and Jimmy Fallon's late night talk shows and various TV spots. Herzog and his fellow panelists took a couple of minutes to chat with ClickZ after their event.

Billy Eichner (above), creator of "Billy on the Street," a FunnyOrDie.com segment that's now a cable TV show, gave a different assessment. He pointed to a new FunnyOrDie.com series he's working on with Butterfinger as an example that branded humor is still being tested. "Maybe there's not a lot, but there's still a healthy amount of it going on," Eichner said.

Patrick Cassels, a writer with CollegeHumor.com, essentially agreed with Eichner, mentioning how he recently worked with Toyota on an upcoming "Car Talk" series for the 2013 Prius. "I think clients are still asking for branded content," he said. "It doesn't seem to slowing down. We are still writing it and producing it, as of this week anyway."

Here are other interesting items the panel discussed in Manhattan's SoHo neighborhood this morning:

  • Herzog said, when "Late Night with Jimmy Fallon" was launched three years ago, the show's producers firmly etched social media into their mission statement. "Every shot was shot so it could be a viral video," he said. Herzog later added that "the Fallon blog has its own staff."
  • Eichner addressed how Twitter can affect his content decisions. "You find out immediately what [viewers] like versus what they don't like," he said. Eichner said there's comedic tone "that works on Twitter, but not TV. How do you monetize that?"
  • Internet video has interestingly mirrored the best-practice length of sketch comedy, Cassels said. "We [historically] have made three to five minute sketches," he explained. "It's essentially the same as the Internet attention span."

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...