Posts Tagged: Video

Rodgers Townsend News / Views


RT wins Gold and Silver Graphis awards

We’re proud to announce we’ve been recognized in the Graphis Advertising Annual 2017, with 1 Gold and 4 Silver awards across three different clients. Our “Cork” video for The Hartford took home gold, and these four pieces took home silver:

The Hartford “Skinny Jeans”
The Hartford “Extra Zero”
Discover Pearl Series
Spectracide “Bug Stop”

Check out all of the awarded work here.

What is Twitch, and Why Should I Care?

If you’ve heard of the game streaming platform, Twitch, you may be amongst those wondering, “Why would anyone want to watch a stranger play a video game?” The stereotypical persona of a “gamer” doesn’t provide many answers – the word “gamer” can still conjure an image of a guy who hasn’t bathed in months, lives in his parents basement, eats a lot of Cheetos and “trolls” other gamers on the internet. Who’s watching that guy? With an estimated 9.7 million daily active users per day on Twitch, it would appear that a lot of people are.

That Cheeto guy is not the reality of the gaming industry’s audience. Today’s gamer is anyone. According to a 2015 annual report from Entertainment Software Association, 63% of all US households include at least one frequent gamer – and 41% of all gamers are women. If you play games on your Xbox or on your phone, you technically count towards that number. And Twitch covers all of those bases, with personalities and programming that appeal to a much broader audience than most might suspect.

Twitch, which was purchased by Amazon in 2014 and recently added into its Prime offerings (a.k.a. Twitch Prime), is the world’s leading social video platform and community for gamers and video game culture. And it’s not just “games” being streamed anymore – there’s Twitch Creative, which has broadcasters streaming cooking shows, art tutorials and home-brewing shows.

But what is the appeal – as a viewer, a streamer or an advertiser? Let’s break it down (drums please!):

A Twitch Viewer

Like any other popular social channel online, Twitch is a place where like-minded users can communicate and commiserate. Choosing a channel to engage with can lead a user to conversations about games they enjoy. Also, like professional sports or reality shows, this is a form of entertainment. Many streamers are highly skilled players, or have engaging personalities, or both. On top of all of that, Twitch users might just really love gaming and be looking to spend time with games they already love – or discover new ones to buy.

A Twitch Streamer

The “streamers” (or the users who choose to record and share video of themselves live for an audience) are growing in number and gaining ground as web personalities. For many streamers, Twitch broadcasting is a way to have fun and connect with friends (and fans) about their mutual love of games, cooking, sewing or other creative endeavors. It can also be an opportunity to entertain and engage with audiences for money. Whether it’s through donations, advertising or channel subscriptions (which is where Twitch Prime comes in, giving members one channel subscription for free – but paying the streamer),there are popular streamers now making a living by playing video games. For real.

A Twitch Advertiser

Opportunities for advertisers continue to grow and expand as much as Twitch does. Each day, users watch and talk about games being played by more than 2 million streamers per month. Currently, Twitch claims to reach “half of millennial males in America” – 75% of its users are male, and 73% of them are between ages 18-49.

With these statistics in mind, the appeal for game makers and developers to have streamers play their games is obvious – attracting new fans and buyers to new and existing games and building buzz. For non-gaming brands, there’s also a growing opportunity with everything from traditional display and takeover ads to having high-profile streamers act as influencers to their specific audiences. Amazon is actively growing this list of mainstream advertisers, and has already attracted brands like Coke, Bud Light, Pizza Hut, Old Spice and more.

Similar to YouTube and other native video platforms, Twitch also serves video pre-, mid- and post-roll ads. To make those video options even sweeter, Twitch is currently rolling out its SureStream video technology platform, claiming ads on it cannot be blocked by third-party ad-blockers.

Twitch’s longevity and overall growth potential remains to be seen, and its unfiltered UGC nature certainly presents some concerns for many mainstream brands. However, with Amazon continuing to push this platform forward and find new ways to manage how content and ads are being seen, it’s definitely setting itself up as a media powerhouse worth keeping an open mind towards.

Sources:
https://www.twitch.tv/p/about
http://essentialfacts.theesa.com
http://www.polygon.com/2016/4/29/11539102/gaming-stats-2016-esa-essential-facts
http://thehustle.co/get-rich-or-die-streaming-making-money-on-twitch-tv
http://www.cnbc.com/2016/05/13/amazons-twitch-streamers-can-make-big-bucks.html
http://twitchadvertising.tv
http://www.wsj.com/articles/amazons-twitch-angles-for-more-non-gaming-advertisers-1476439202
http://adage.com/article/media/amazon-adds-twitch-streaming-prime/306138/
https://techcrunch.com/2016/11/02/twitch-starts-selling-its-own-video-ads-says-they-cant-be-avoided-via-ad-blockers/
http://twitchadvertising.tv/audience/

“It was twenty years ago today…”

Looking back, 1996 seemed to be a more quaint, unmuddled and innocent time as Sgt. Peppers was meant to conjure. In truth, it was a generation ago, though the changes in that time to our world and to our industry could be more accurately described as an epoch.

There are so many memories going back 20 years, and I won’t attempt to recollect them here, or try and thank all the people who deserve it.

But as this anniversary approached, people have been asking two questions:

“Did you think you’d be in business for 20 years?”

The answer is no; you can’t even conceive of twenty years when you start a business, and know the odds are greater that you’ll be back at your kitchen table within twelve months. It takes a lot of luck, and it takes a lot of great people, like the ones I’m lucky enough to saddle up with every day, and the clients who entrust us with their voice.

And, “What’s going through your mind when you think back on 20 years?”

Perhaps unsurprisingly, none of my thoughts have been about the accounts or awards we’ve won. I recall the zany stories and courageous stories, but mostly it’s the stories of being there for each other. Of caring for each other.

Of our current RTers, nearly a quarter of us watched together as the towers came down on 9/11. Another 15% have been with us 10 years or more. We’ve shared countless laughs, tears, births, deaths, promotions and retirements.

Those aren’t measures that define mere employees, personnel or associates; those are milestones you associate with genuine friends, family and relationships you know will last a lifetime.

The winning that mattered was winning over a group of talented people, and even better human beings, to a unifying cause and purpose: Simply to be the very best for our clients and each other, and to care for one another with equal abandon. That’s worth getting up for each morning, and helps you sleep soundly at night.

We’ve put together a brief video that captures glimpses of the blood, sweat and tears expended, spanning most of those twenty years. I wish we could have captured more of the amazing work we’ve done in DM, social, digital, print and posters, but even in this condensed version, I can see and feel the fingerprints of every RTer who’s graced our halls reflected in the work.

And I can tell you that like the last twenty years, if you blink, you’ll miss it.

The Magic House is about child’s play.

ST LOUIS (May 23, 2016) – Today’s children are experiencing a very different childhood than those of generations past. With their time filled with nonstop structured schedules on top of hours of screen time each day, there is a growing concern that a key component of child development is disappearing from children’s lives: Play. Numerous studies have shown that play is important for developing social skills, critical thinking, creativity and problem-solving skills, all important for academic as well as professional and lifelong success. The Magic House hopes to combat this growing trend by partnering with two of St. Louis’ most influential creative companies, Rodgers Townsend and production company Bruton Stroube Studios, to create a community-wide message encouraging families to “take time to play.”

“Children learn through play, yet research shows that they are not getting nearly enough opportunities for hands-on, exploratory free play,” said Beth Fitzgerald, President at The Magic House.  “As a children’s museum, we feel a responsibility to be an advocate for play. This summer is perfect time for encouraging families to take time to play, and in the process enjoy the many benefits associated with it from physical well-being to social, emotional and cognitive development.”

The “Play to Learn” campaign will launch this summer with messaging at The Magic House as well as on billboards, radio and television. A video will also appear in movie theaters and be accessible through a variety of social media sites. “As parents who grew up going to The Magic House, we love being able to share the message that play is important,” said Jake Edinger, writer and creative director at Rodgers Townsend. “It’s a good reminder for all of us.”

Learn to Play. Play to Learn. Video Link

Find more details on the benefits of play through these resource links:

About Bruton Stroube Studios

We are an independent studio of creative collaborators working together to create beautiful imagery through still photography and motion – all under one roof. We have a squadron of more than 30 full-time employees. Our 55,000 square foot work space was originally built in 1896 as a Beethoven Music Conservatory on the outskirts of downtown St. Louis. It houses three shooting spaces (each with a full kitchen), a retouching/3D department, five editing suites, audio engineering and custom composition, an entire floor dedicated to prop and wardrobe storage, and an Elton John-themed pinball machine. Check out what we make at BrutonStroube.com.

The Magic House, St. Louis Children’s Museum

The Magic House is a not-for-profit participatory museum that provides hands-on learning experiences for children and families and encourages experimentation, creativity and the development of problem-solving skills within a place of beauty, wonder, joy and magic. Regular Museum admission is $10 per person. Children under the age of one are free.

The Magic House is located at 516 S. Kirkwood Road, one mile north of Highway 44 in historic downtown Kirkwood, Missouri. Summer hours are Monday through Thursday, 9:30 am to 5:30 pm; Friday, 9:30 am to 9:00 pm; Saturday, 9:30 am to 5:30 pm; and Sunday, 11:00 am to 5:30 pm. Parking is always free at The Magic House. For more information, please call 314.822.8900 or visit The Magic House online at www.magichouse.org.

#LearnToPlay #PlayToLearn #TheMagicHouse

Rodgers Townsend Imagines a Bug Apocalypse in Spectracide Spot

When we last heard from Rogers Townsend and its client Spectracide, the bug spray’s new Accushot technology played stand-in for a certain male body part as a very excited homeowner looked on.

Earlier this week someone sent us the latest work for that client, and it’s a bit more subtle. In this case, the agency imagines a bug apocalypse of sorts.

That was pretty effective. We also appreciated the English folk song, which led us down a primrose path toward the Fairport Convention.

The spot was filmed in Vancouver with the help of production company Tool. It marks a new stage in the campaign, which still focuses on the guy with the ripped thighs and the green beard from the last ad on social.

The new work is so far only visible online, but it should begin airing on network TV later this month.

CREDITS

Agency: Rogers Townsend
Client: Spectrum Brands

Chief Creative Officer: Michael McCormick
Account Director: Laura Yarbrough
Associate Creative Director: Jon Hansen
Senior Copywriter: Conor Barry
Producer: Marianne Daniels
Senior Account Planner: Alex Kerlick
Media Specialist: Christy Bockler

Production Company: Tool
Post-Production: Coolfire

Original Article:

http://www.adweek.com/agencyspy/rodgers-townsend-ddb-imagines-a-bug-apocalypse-in-spectracide-spot/107377

Scottrade “Moments” Campaign Breaks

Scottrade is launching a campaign focusing on the company’s commitment to investors and traders.

The campaign initially features two TV spots with several more to follow in early 2016. The effort will be supported by digital advertising and integrated broadcast sponsorships with leading national outlets.

“With our 35-year history of putting clients first, we’re positioned better than ever before to help our clients on their financial journeys,” said Kim Wells, Scottrade’s chief marketing officer, in a release. “Our clients know that our friendly, dedicated support sets us apart.”

The TV spots, from St. Louis-based Rodgers Townsend, demonstrates that whether clients know where they’re going or need guidance to get there, Scottrade is there to help.

The “Moments” campaign features specific moments when a personal financial situation needs attention such as when starting a new job or saving for a long-term goal like college. The ads showcase Scottrade’s breadth of solutions and how it is positioned to help clients seize those moments.

The first two spots,  “Rollover,” and  “First Visit” are airing in news, finance and sports media outlets. Featuring a dreamy slowed-down motion effect, the spots highlight the help clients receive from their investment advisers in situations like rolling over a 401K or planning for retirement.

The effort comes on the heels of the financial service company’s announcement in November that it is evolving its business model. The company established Scottrade Investment Management, offering portfolio guidance and personalized financial advice through its Advisor Access program. The firm is deepening existing client relationships and creating new relationships with those specifically seeking advice.

http://www.mediapost.com/publications/article/267871/scottrade-effort-embraces-lifes-moments.html