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Jamie Wilkinson
Evan Roth
James PowderlyYouTube’s Fred inks Hollywood deal
Well hello there, branded content. 15-year-old spaz vlogger Fred — the 3rd most subscribed person on YouTube (>500k) — has cut a promo deal for 21st Century Fox’s new movie “City of Embers.” More from the Wall Street Journal:
The “Ember” effort is different [from other viral movie-marketing campaigns], though, because it uses an already established YouTube star to endorse the film. “They are using the credibility that this guy has with a specific audience,” says Lars Bastholm, co-chief creative officer at AKQA, a San Francisco digital-advertising company not involved with the campaign. “By not being so overt and making it look like he’s discovering the film for his audience, it comes across as less pushy.”
