E! NEWS is reinventing entertainment and pop culture coverage for the millennial generation, and now the brand will launch a new marketing initiative that reflects the cutting-edge and up-to-the-minute nature of the content creator. Committed to delivering fully customized entertainment and pop culture news to audiences 24/7 on all platforms, the innovative marketing concept embodies the brand's leadership in the space with ads that are topical, catchy and informative - allowing fans to be in the know on what's trending, and at any time. Additionally, the "Be Pop Cultured" vernacular will live on in the positioning of the brand beyond the length of the campaign. "BE POP CULTURED" debuts Monday, August 22ndacross social, digital, mobile, outdoor and TV, reflecting the unique, stylized point-of-view that E! NEWS delivers every day.
A true extension of
E! News, "BE POP CULTURED" works to elevate pop culture (and those who love it) in a fun and clever way. Driven by the social and digital influence of
E! News, creative will live on all social platforms from Facebook to Tumblr and engage fans everywhere they are consuming information by sending audiences to
E! NEWS for all the things they might be missing in the entertainment realm, with lines inspired by the theme such as "If you think Belieber is a typo, you need to BE POP CULTURED." Assets will also be showcased on billboards in highly trafficked areas including Sunset Blvd. in Los Angeles and on the world's largest billboard in New York's Times Square, as well as through ads with digital media companies including BuzzFeed and Refinery29. Additionally, lines will appear in contextually relevant spaces such as "This is where Kim broke the internet. BE POP CULTURED," placed fittingly on the PAPER Magazine website where Kim Kardashian left her mark with the notorious post-baby cover reveal. The campaign will also exist on the small screen within daily news flashes on the network, and receive cross-company NBCUniversal support through video spots and talent social efforts. Plus, fans will be able to access their very own
E! emojis (or "E!ojis") which will allow users to share familiar pop culture moments and objects with their friends via graphics like a
SELFIE stick, duck lips and a tongue licking a donut.
"E! News is a core brand differentiator. There are very few brands that consumers recognize, respect and truly engage with, and now is the time for us to make an investment in the growth of the brand on a larger scale," said Jennifer Neal, Executive Vice President of Marketing at
E! "We wanted to take advantage of the brand's successful evolution to create a consistent, relevant, and authentic idea - with content tailored to how millennials consume information by platform, in a rapidly changing 24/7 news cycle. This concept is dynamic, targeted, and plugged in. It captures the heart of
E! NEWS and shines a light on the important role of pop culture in our fans' lives."
"Pop culture is more pervasive than ever and consumers are accessing content on more platforms than ever. What stays is the power of the
E! NEWS brand - we are synonymous with entertainment and pop culture and this campaign further illustrates that," said John Najarian, executive VP and GM of
E! NEWS and Digital. "We have a long track record of creating content that our consumers watch, engage with and share. Whether it's one of our Facebook Live shows, a digital video about today's most-talked-about celebrity news, or our nightly on-air show, we are focused on programming our
E! NEWS content to whatever platform our audience is on."
From taking over Rio as the off-the-field and pop culture home for the Olympics, returning as the official television network and digital media partner of NYFW: The Shows, and the recent announcement of the brand's newest digital slate,
E! NEWS allows pop culture fans to stay plugged in whenever and wherever they are.
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