Venture Will Transform the Commercial Break into a Commercial Destination
Led by Industry Pioneer John Lack and Roman Vinoly
Microsoft, NBC Universal and GE's 'Peacock Equity Fund,' ION Television
Join as Investors
NEW YORK, Sept. 25 /PRNewswire/ -- Firebrand, the new, opt-in
entertainment and marketing destination that gives consumers interactive
access to their favorite brands, products and promotions, today announced
plans for its October 22nd launch.
Firebrand programs the "coolest" TV commercials the way MTV used to
program music videos, creating the first multi-platform network to go
"live" simultaneously on TV, the web and mobile.
Firebrand's "Commercials as Content" programming launches on the ION
Television Network, weeknights at 11 pm in 94 million households, as well
as 24/7 on the web at http://www.firebrandtv.com, http://www.usanetwork.com
http://www.adweek.com and on hand-held mobile devices, initially through iTunes,
and MSN when available.
Investors Microsoft, NBC Universal and GE's Peacock Equity Fund, ION
Television, as well as Adweek, Brandweek and Mediaweek, among others,
joined Firebrand at its announcement during Advertising Week at the Paley
Center for Media.
"Firebrand enters the media landscape as the era of the commercial
interruption is coming to an end," says John A. Lack, CEO/Co-Founder. "We
curate the best TV commercials and promotions from around the world -
connecting consumers directly with their favorite brands in an integrated
environment."
Firebrand has also built personalization tools so consumers can create
their own playlists and share their favorites spots.
"With Firebrand, our multi-tasking audience can find us on every
platform," says Lack. "It's a unique environment where they can 'Watch,
Win, Shop and Share.'"
Firebrand's primary demographic is the highly desirable "Gen
Y/Millennials," who voraciously consume pop culture, and are already
sharing commercial content with their friends. This group boasts purchasing
power of more than $200 billion a year and already account for 40% of
Internet shopping. But, Gen-Xers and Boomers will also find something they
like on Firebrand, with playlists that include their favorite brands,
vintage commercials, special promotions and the best international spots.
"Firebrand takes the traditional method of programming television
commercials and turns it on its head," says Roman Vinoly, Chief Creative
Officer/Co-Founder. "We program TV spots like a DJ spins music in a club.
There is a rhythm and flow to it."
Firebrand also features 'Commercial Jockeys' or CJs to contextualize
commercials as art and guide viewers through the spots, contests and
promotions.
"On Firebrand, you'll see more car chases, explosions, gags, drama,
heroes, Oscar-winning actors, directors and producers in an hour than in a
month of HBO," says Vinoly. "To be true to our consumers, you can't pay us
to air a bad spot."
Firebrand will also provide advertisers with the Firebrand Dashboard
(TM), an innovative diagnostic tool that integrates industry standard
television and online response data. For the first time, advertisers can
see TV viewing and online clicks side by side, for specific spots and
offers, delivering advertisers a meaningful ROI analysis.
Firebrand can be found at http://www.firebrandtv.com, http://www.usanetwork.com and
http://www.adweek.com weeknights on ION television network from 11 PM -12 AM ET,
and on mobile devices. For additional information, check out
http://press.firebrandtv.com
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