Tide Responds To Onion Spoof With Viral Video by Daisy Whitney

What do you do when The Onion spoofs your brand? Go with it. That's what Tide did this weekend in response to a fake Onion editorial about a fictional Tide viral video starring Bret Michaels singing about the laundry detergent. ...Read the whole story

  • With New Partnerships, Microsoft Shows Xbox Is Long On Streaming Video by Ross Fadner

    Sure enough, Microsoft served up a first look at hot new Xbox 360 titles like "Halo 4" and "Gears of War: Judgment" when it kicked off the annual E3 video game confab in Los Angeles on Monday. However, the Xbox 360 maker also devoted a good portion of the opening news conference to announcing new media partnerships and showing off forthcoming entertainment features. ...Read the whole story

  • MTV Digital Series Is A Teen Wolf In Transmedia Clothing by Joe Mandese

    In an important test of a new interactive storytelling experience, MTV this week launched a new series called "Teen Wolf." While the second season of the MTV series by that name debuted Sunday night following its telecast of the 2012 MTV Movie Awards, a new, parallel, interactive version of the series debuted Monday on a variety of screens -- just not television ones. The main platforms for the interactive "Teen Wolf" series are fans' own personal screens -- whether they are PC, tablet or handheld -- and the primary distribution engine for it is Facebook, where the series has already ...Read the whole story

  • automotive Scion Flexes FR-S Muscle With New Campaign by Karl Greenberg

    Because this is the first true performance vehicle under the Scion lineup, the campaign,via AOR San Francisco-based Attik takes digital, TV, print and out of home elements beyond the usual pure-Millennial channels. ...Read the whole story

  • Boxee Debuts Cloudee Storage Service by Gavin O'Malley

    As consumer video-sharing continues to flourish, it was only a matter of time before supporting services hit the cloud. Trying to take a leadership role in this emerging field, Boxee just debuted a cloud storage service dubbed Cloudee. The set-top box and streaming media software start-up is starting with an invite-only, beta iPhone app ...Read the whole story

  • Mobile Rich Media Ads Expand Cross-Platform by Mark Walsh

    Ad impressions from tablets and other connected devices increased to 20% in the first quarter, up from 15% a year ago. Ads that include video, a brand-related game or product catalog can push time spent with an ad to over one minute. ...Read the whole story

  • LiveRail Names Ex-Googler As COO by Ross Fadner

    LiveRail, a real-time online video ad platform provider, announced the hiring of former Googler Brian Kane, who joins the company as chief operating officer, where he will oversee global company operations. ...Read the whole story