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Weve had branded entertainment since Proctor and Gamble invented soap operas back in the 1930s. But as media fragmentation has gone into hyperdrive over the past two decades, brands have been forced to diversify the ways in which they gain and hold our attention. Its no longer viable or effective to overly depend on traditional paid media tools. Marketers can create content and experiences that attract and engage audiences rather than interrupt and annoy themand drive results. Some of the best examples of this is what we call brand entertainment. Brands of all stripes talk about it, but it is the exceptions that truly invest in making actual entertainment. Of course, theres box office hits like Barbie, The Lego Movie, and Super Mario Bros, but theres also classics like BMWs The Hire (2002), Red Bull “Stratos” from 2012, and the 2014 Patagonia doc DamNation. Dicks Sporting Goods has been funding and producing award-winning content for years. Over the past decade, the retailer has built an impressive catalog of five feature-length films and 10 short-form or episodic documentaries. Its 2014 doc We Could Be King premiered at the Tribeca Film Festival, streamed on Netflix, and won the 2015 Sports Emmy Award for Outstanding Sports Documentary. It won its second Sports Emmy for a doc called The Turnaround last year. In August, it premiered its newest documentary, Big Dreams: The Little League World Series 2024, produced in partnership with Imagine Entertainment and MLB Studios. Soon after, it officially announced an in-house studio division called Cookie Jar & A Dream Studios, to formalize its commitment to entertainment as a pillar of its brand. On this months episode of Brand New World, Im talking to Dicks chief marketing officer Emily Silver about why now is the perfect time for an in-house studio, how they measure success on projects, and where it all goes from here. How the new in-house studio will impact how it invests in entertainment: First, you’ll see us take a more aggressive stance in the number of films and pieces of content we put out. Two, it helps us brand the studio so that we start to build more of a name for ourselves in the [entertainment] industry and attract different writers and different projects, which is already happening. And three, it gives us the opportunity to put a little more structure and framework around what content we want to produce and where we want to lean in to help build for the long term. It really just helps formalize the process in a way that we can be a little more choice-ful about what we want to do in the future. How the brand evaluates potential entertainment projects: For us, it’s really making sure that the story that we’re going to tell, or whoever we’re partnering with is going to tell, really fits with our values and our point of view on sports, which is the power to change lives and build community. It really has to click those two boxes, and we want to tell transformative stories that highlight grit and raw humanity and heartbreak in the lessons learned behind sports.Advice for marketers curious about entertainment: There’s a lot of money out there and you can see how this can go very wrong and very commercial very quickly. My advice would be to hold to your creative standards, and find people who think similarly to you about creative excellence. It really is about finding that match of people that you’d want to write with, and want to produce, and direct with. Making sure that your vision, and the mission of the company and the team align. Because there’s endless content out there. As we all know, the trick is getting people to care and to watch it.
Category:
E-Commerce
Nebius Group said on Monday it will provide Microsoft with GPU infrastructure capacity, in a deal worth $17.4 billion, over a five-year term, sending its shares soaring over 47% after the bell. The deal underscores the surging demand for high-performance AI computers, as companies invest heavily to bolster their AI infrastructure. Microsoft may also acquire additional services capacity under the deal, bringing the total contract value to about $19.4 billion. Nebius’ core business involves providing Nvidia graphic processing units and AI cloud as services. Nebius offers AI developers the computing, storage, managed services and tools they need to build, tune and run their AI models, with the help of its cloud software architecture and in-house designed hardware. Nebius will provide Microsoft access to dedicated GPU infrastructure capacity from its new data center in Vineland, New Jersey, starting later this year. “The economics of the deal are attractive in their own right, but, significantly, the deal will also help us to accelerate the growth of our AI cloud business even further in 2026 and beyond,” Nebius CEO Arkady Volozh said. Microsoft is the largest customer of CoreWeave one of Nebius’ competitors which earlier this year denied media reports that said it had seen contract cancellations from the hyperscaler. Amsterdam-based Nebius Group emerged from a deal to split the assets of Russian tech giant Yandex. Juby Babu, Reuters
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E-Commerce
A space that once held 5,000 tons of corn, grains, and wheat has just undergone a surgical transformation that’s turned it from an industrial complex into a new hotel. Now open in Bremen, Germany, the John & Will Silo Hotel is a unique repurposing of the silos of a former Kellogg’s cereal factory. Hulking concrete structures that enabled decades of breakfast cereal production are now luxe, if quirky, accommodations for travelers. It’s a strange second life for a former cereal factory, but its also part of a 600-acre urban redevelopment project in the industrial area of Bremen, located along the Weser river. The former Kellogg’s factory, with a silo-topping sign that’s become a local landmark, is the project’s visual centerpiece. [Photo: Piet Niemann/courtesy DMAA] The design comes from Vienna-based Delugan Meissl Associated Architects (DMAA), who worked with the project’s developer to preserve and reuse the factory as part of a new commercial and residential district known as Überseestadt. [Photo: courtesy DMAA] “The possibility of demolishing the building was never up for discussion,” says Eva Schrade, senior project manager at DMAA. She says the idea of converting the structure into a hotel came during an evening brainstorming session with the client, which was considering turning the silos into some kind of sports center, like a climbing gym. The architects offered a more challenging alternative. “The structure of the round rooms is unusual for a hotel, but the task was all the more exciting,” Schrade says. [Photo: Piet Niemann/courtesy DMAA] The 130-foot silo shells now contain 117 circular and semicircular hotel rooms. Winding interior hallways run along their curves inside the structure, and the round walls of the silos frame bedrooms, seating areas, and even showers. Horizontal bands of windows have been cut through the silo walls to give hotel guests wide views of the river and city beyond. The raw concrete of the silo structure lent itself to the minimalist interior design of the hotel, with spare furnishings and steel-framed fixtures. It’s not the first time grain silos have found new purpose. Grain silos in Cape Town, South Africa, have been used for a contemporary art museum. Some DIY designers have even turned smaller-scale grain silos into boutique hotel suites. [Photo: Piet Niemann/courtesy DMAA] [Photo: Piet Niemann/courtesy DMAA] The Bremen project is on a much larger scale, and therefore involved a bigger lift. Physically carving up the building was labor-intensive. The concrete walls of the silos are more than 6 inches thick. To keep the building structurally sound, the architects had to preserve a significant amount of the structure of the silos themselves, both their exterior shells and the partition walls between them. Bracing wall had to be added inside smaller rooms, as well as the insulation that the silos previous life holding corn and grain did not require. [Photo: Piet Niemann/courtesy DMAA] Despite the significant changes to the structure, the architects sought to ensure the silos still presented as silos. “Inside, all interventions were to remain visible as far as possible. The raw concrete floors were only cleaned and the cuts were left visible,” Schrade says. [Photo: Piet Niemann/courtesy DMAA] Beyond the hotel rooms, many of the building’s original details were kept intact, including steel bracing inside a penthouse bar and the original funnel-shaped outlets of the silos, which hang overhead in the hotel lobby. Another original feature no one wanted to lose is the building’s towering Kellogg’s sign on the roof. “Many Bremen residents have a long-standing connection with the company,” Schrade says. The hope is the hotel conversion will give Bremen a new kind of connection with this building.
Category:
E-Commerce
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