Break Media Creative Lab Produces 80 Branded Content Projects This Year As Brands, Agencies Look to New Format that Drives Engagement, Viral Viewing
LOS ANGELES – Break Media, the leading online publisher of content for guys, announced it has more than tripled the number of branded content projects it creates for leading advertisers. More than 25 branded content campaigns have been completed so far this year, totaling over 80 videos.
Break Media leveraged its acquisition of HBOlab earlier this year, offering brands and agencies increased creative and production assets in order to produce a higher volume of branded content. This has allowed Break to ramp up its developed branded content projects, which last year totaled 60 videos for about 16 advertisers, to meet increasing demand.
“Brands and agencies are seeing a measurable difference in engagement and viral distribution in the campaigns that we’ve executed,” said Keith Richman, CEO and founder of Break Media. “And we’ve learned a thing or two along the way about how we make content that really speaks to our audience and do it on a budget that can provide real returns for brands.”
Richman said the Break Media Creative Lab provides an economic way for advertisers to experiment with these new branded content campaigns by controlling costs. Break Media has invested significant resources in its in-house production team in order to keep production costs to a minimum for its advertising partners. By investing in a strong, skilled talent pool, the Creative Lab is able to cut costs and streamline the production process.
This year, Break produced a four-part series of humorous docusodes for Levi’s which chronicled stories about offbeat, entertaining events with a growing underground following around the U.S. Castrol motor oil commissioned a branded content project that resulted in a string of videos examining common car myths. Both of these branded content video campaigns went “viral,” reaching over 1 million views. Southern Comfort is currently in production on a series of branded episodes which will air during the coming year. KFC used the “man on the street” interview style in three Webisodes, starring the brand’s iconic Colonel Sanders.
“We came to Break because they know how to produce quality content that speaks specifically to guys,” says Deva Bronson, Digital Media Manager of KFC. “We worked together with the Break Media Creative Lab to come up with custom ideas and solutions for the KFC brand, and we were very happy with the high level of engagement the brand experienced with this creative content approach.”
The success of branded content is driving record results for the company as well, even in a down economy. In August, Break Media recorded the best revenue month in the company’s history and expects revenue for the entire year to be up 18 percent compared to the previous year.
To view examples of branded content, click on the links below:
Levi’s: http://info.break.com/static/live/v1/pages/sponsors/levis/levis.html.
Castrol: http://media1.break.com/static/live/v1/pages/sponsors/castrol/castrol.html.
KFC: http://www.break.com/kfc-getting-grilled/kentucky-facts.html, http://www.break.com/kfc-getting-grilled/chicken-trivia.html, http://www.break.com/kfc-getting-grilled/the-colonel.html.
About Break Media:
Break Media is the Internet’s premier entertainment community for men. The company’s owned and operated branded properties Break.com, CagePotato, MadeMan, Chickipedia, Holy Taco, Screen Junkies and All Left Turns combined with the publisher sites in the Break Media Network, reach over 70 million men worldwide on a monthly basis. Break Media is currently the 32nd largest Domestic Web property in the U.S. and a recognized leader in the Web video space. Founded in 1998, Break Media offers advertisers unique opportunities to market directly to a young, male demographic through innovative ad formats that introduce relevant brands to the audience on a targeted, integrated basis. For more information, please visit http://breakmedia.break.com/.
