BRANDING UNBOUND

Twitter Feed 'Sh*t My Dad Says' Gets Book Deal; TV Show Contract

If Justin Halpert's father said he'd never amount to anything - and we're pretty sure he has - he might want to rethink that statement.

First, Halpert landed a book deal based on the content of his Twitter account, which chronicles the things his father says to him (he's 29 and lives with his parents, after all). Now, word's out he's also got a deal with CBS for a comedy based on the premise, according to today's New York Times. The folks behind "Will & Grace" are on board. We're assuming dad is, too.

Recent missives include:

"Oh please, you practically invented lazy. People should have to call you and ask for the rights to lazy before they use it.

"Son, no one gives a shit about all the things your cell phone does. You didn't invent it, you just bought it. Anybody can do that."

"I hate paying bills... Son, don't say "me too." I didn't say that looking to relate to you. I said it instead of "go away."

Of course, Halpert shouldn't feel too vindicated with these media deals. After all, he has his father to thank for them.

 

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First-Ever Movie Launch for Theaters & Mobile Phones

In what's being billed as the first ever "day and date" theatrical and mobile release, mobile entertainment player Myxer and Mass Animation are launching a new movie that will premiere on 500 digital screens at theaters and on mobile phones on the same day.

"Live Music" is from members of the teams behind "The Chubb Chubbs" and "Cloudy with a Chance of Meatballs."

Question #1: Will viewers show up at the cinema, or just phone it in?

Read more, here.

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'Deal or No Deal' Gets New Text 2 Win Mobile Game

"Deal or No Deal" is the real deal when it comes to mobile.

Mobile participation in the live game show has been a phenomenal success.

Now, producer Endemol is teaming up with Snackable Media to create a stand alone Txt2Win mobile game that will allow millions of fans to play a mobile version of the show, in which they can win up to $50,000 in mobile content merchandise.

In the game, mobile players open up one case at a time to reveal its contents and decide whether to take the banker’s offer or continue in the pursuit of a larger amount. Players earn points which may be redeemed for rewards.

In a limited release, thousands of fans have already signed up to play the game on their cell phones. The new mobile game can be accessed online at dond.tvtxtr.com.

This is participation television in reverse, the show extending out to mobile, rather than the other way around.

Time will tell if it pays off for fans.

Try it yourself, here.

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NBC Taps Social Networking To Build Buzz For Winter Olympics

If NBC has its way, Olympic fandom is about to become more participatory than spectator sport.

In the run up to the Winter Olympics, just 100 days away, NBC is build on its considerable success with online initiatives in 2008 to tap the power of social networking technologies this time around.

Offerings will include a new online video player that is more DVR-like, with rewind, highlight clips, the ability to save content and more.

But what's more interesting is how viewers will be able to chat with their Facebook friends from the NBCOlympics.com website, and use the "Tweets and Blogs" section, which will run real-time feeds for select Olympic athletes and NBC analysts - as wel as up-to-the-moment tracking of content being shared on Facebook, Twitter, other social networks and certain blogs. 

Will it work for viewers? Will fans cotton to Twitter missives from Apolo Ohno and Shaun White?

CBS's social viewing lounge has gone largely unused. Will the Olympics prove any different? Similar But NBCOlympics.com attracted 50 million users during the 2008 Beijing Games, and socnet initiatives from CNN during Inauguration Day last year were a massive success - so NBC's hoping the torch will be passed to their big event.

Get the full scoop, here.

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Swebapps, AppBreeder, MyAppBuilder: New Services Let Non-Techies Build iPhone Apps

The number of mobile apps downloaded from Apples App Store, Google's Android Market, Microsoft's Windows Marketplace and others is expected to top 18.7 billion in 2014.

And thanks to new sites like AppBreeder, GameSalad.com, MyAppBuilder.com and Swebapps.com, non-techies can get into the action, creating their own apps and marketing them through these and other app stores.

As Business Week reports, it's not just about making money off apps. Most will likely help marketers pitch other products and services.

Read more, here.

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It's Official: Pepsi Pulling 'Amp Before You Score' iPhone App

The story of the 'Amp Before You Score' iPhone app - a kind of pickup guide to different types of women, along with a Facebook bragging list for each score - is going to be pulled from the iTunes App store.

First, Pepsi posted the game, which was designed to promote the company's Amp energy drink, and which came with an NC-17 warning. Then it apologized for it.

Now, Pepsi says it's gotten too much criticism, and it's yanking the app.

Get the full scoop, here.

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Wall Street Journal: Mobile Advertising To Grow 26% This Year; Here's Why You Shouldn't Count On It

At least one ad-supported medium seems to be recession proof this year: mobile.

The Wall Street Journal is reporting that the roll out of Google's Android operating system this year will help boost mobile ad spend to $229 million in the US - up 26% from 2008 - according to Magna research.

Now before you hyperventilate, that's down markedly from Magna's forecast last year, which pegged growth at 43% in 2009.

But it does signify that mobile is definitely one of the fastest growing emerging media platforms on Madison Avenue. And at least for now, Magna's saying growth in mobile advertising could nearly double next year to $4408 million.

But let's keep the powder dry until next May to see how it all plays out.

Thing is, while mobile marketing's hot, mobile advertising - banner ads placed on mobile websites - is kind of boring, even when you factor in all the gee-whiz geolocation capabilities of Android.

Now, it looks like Magna may really mean mobile marketing, as it lumps in things like iPhone apps into its equation - which often have a lot to do with mobilizing brand experiences, but can mean very little in the way of mobile advertising. There's a big difference.

I'm going to once again be contrarian and say I think mobile ad spend may not reach the heights Magna's predicting, but that major brands will get far more out of mobile marketing once they discover this.

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Fox Mobile Celebrates Earth Day With Green Living Guide App

Somebody got a little Rupert in our Murdoch.

Fox Mobile - a unit of News Corp - is the unexpected force behind a new Green Living Guide mobile app timed to Earth Day.

The app is free through April 26 by way of Jamster, and is available by texting the keyword GOGREEN to 75555.

“It’s not the sweeping lifestyle adjustments, but the simple actions we can take to help make a difference toward greener living,” says Giovanni Montesanti, chief marketing officer for Fox Mobile Distribution, in a statement. “The Green Living Guide application offers lots of cool tips that people may not have thought about to help contribute to a greener lifestyle.”

Think unplugging unused chargers, deactivating unnecessary connections like Bluetooth when they're not being used, energy-intensive vibration alerts (v. sound ringers) and more.

No word yet on whether the guide advises support for the Obama administration's proposed changes at the EPA and its green energy policies. I wouldn't bet any real green on it.

Read more, here.

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Variety Tries New Venue: iPhone App

The trades are trading paper for your pocket.

Venerable show biz pub Variety is mobilizing for a new generation of industry types with a new iPhone app.

You know, so there's no escape from the box office, the overnights, the Nielsens and the Paparazzi.

Not that there ever was, anyway.

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Reuters: Kevin Spacey Supports Mobile Film Festival

Well it's not the usual suspects.

None other than Oscar-winning actor Kevin Spacey has publicly endorsed the upcoming MOFILM film festival, which celebrates films made specifically for the smallest of screens.

Speaking at the Mobile World Congress event in Barcelona, Spacey tells Reuters, "MOFILM to me is another step in that ability for people all over the world who can now, with technology, make a movie, cut it on their computer, upload it and have an audience be able to see it....What the record industry didn't learn is that you cannot deny giving the customer what they want, when they want it....I think we have to be open to the fact that there is almost any genre (of film) that could possibly work (in short form on mobiles)."

Spacey, of course, has been an avid supporter of filmmakers and other artists, what with the work his production company has supported via TriggerStreet.com.

Personally, I'm not sure I buy the argument for mobile films, however.

In a pinch, I may watch a movie download on my iPhone.

But visually and artistically, a lot gets lost in translation. An interesting approach might be highly-interactive, self-directed story lines. But even then, you're talking about a lot of close-ups.

Time will tell if that's too large a price for some very small films.

Read more here.

Quick Links:

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