Entertainment Brands « Taylor Herring

Entertainment Brands

Hyper-realistic robot launches new season of Westworld

Posted on April 18th, 2018 in branded content,Entertainment Brands,Experiential Marketing,PR Stunt,Publicity Stunts,Television PR.

Streaming service NOW TV has glimpsed into the future of marketing by promoting the return of dark odyssey Westworld using a hyper-realistic humanoid robot, inspired by the show’s artificially intelligent “hosts”.

Images to view/download: https://www.flickr.com/gp/taylorherringpr/14VV27

Watch the behind the scenes creation of Fred the robot here: https://youtu.be/PoH71gYipL4

Watch Fred the robot interacting with the public here: https://youtu.be/Z7_2iC_Y_a0

Download link for videos and B-Roll available on request

 NOW TV commissioned five engineers from robotics company Engineered Arts to build ‘Fred the Robot’ who is modelled on a real 55 year old male, named Tedroy Newell.

Over twelve weeks the team developed several hundred thousand lines of computer code and tens of thousands of components, including a sophisticated metal skeleton, silicone skin, real hair and solid acrylic eyes, all 3D-scanned from Tedroy to bring Fred to life.

Research commissioned by NOW TV, polling 2000 British adults, revealed that more than two thirds (69%) of Brits are worried or fearful at the prospect of robots taking over their jobs, while 40% believe a robot could do their job just as well if not better than them.

To field test Fred, NOW TV rigged a London pub with hidden cameras and planted Fred in the bar to see if he could beguile the public, a nod to the show’s central premise where humans interact with artificially intelligent robots indistinguishable from humans.

Relaxed in the bar, the android struck up conversations with unsuspecting members of the public, telling them about Westworld on NOW TV.

Reactions from pub goers ranged from startled confusion to fear and unease as they digested a series of weighty questions including ‘what are your thoughts on the impending humanoid robot invasion?’, and laid witness to a scheduled malfunction in which Fred starts to glitch before dramatically shattering a pint glass.

Fred’s human-like interactions were controlled by Engineered Arts’ telepresence system, which uses inbuilt sensors, cameras and microphones to track what and how people interact.

He then responded appropriately with emphasised gestures and punctuated speech voiced by a remote operator. He was created to engage in natural conversation in real time as a human would.

 Emma Quartly, marketing director at NOW TV, said: “We are still a long way away from creating artificially intelligent hosts as sophisticated as those in Westworld, but to celebrate the show’s return we wanted to give the general public a little taste of what is possible.

 Fred is the next generation in human-like robotics and so it seemed fitting to hand the show’s promotion over to him. Needless to say, there were some stunned reactions…especially when in true Westworld style he starts to glitch.”

 55 year old Londoner Tedroy Newell, who the robot was modelled on, said: “Seeing yourself in robot form is a very, very strange experience. I’m honestly amazed at how realistic they were able to make it look – you can barely tell us apart. Not many people have had the chance to meet their ‘robotic twin’ so it’s very cool to have been a part of this project for NOW TV.”

 The stunt was located at The Prince Alfred public house in Maida Vale.

Fake it until you make it: Look like an adventurous world traveller with the #DeltaDatingWall

Posted on June 9th, 2017 in brand PR,Consumer PR,creative publicity,Entertainment Brands,Leisure PR,PR Stunt,Stunt Of The Day,Technology PR,Tourism PR,Travel PR.

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Anyone who has used dating apps very quickly clocks onto certain tropes that repeat themselves across profiles of men and women alike. A woman riding on an elephant somewhere in Asia, another posed in front of the eternally romantic Eiffel Tower or alternatively perhaps a man standing proudly in front of the Taj Mahal. These pictures scream “I am cultured” or “I am so adventurous” in the hopes of upping their match ratio. But what about those of us with bank accounts full of nothing but student debt and money promised away to rent and bills. Those of us who dream of adventure but lack the means to turn it into a reality.

You have surely heard of the phrase “fake it until you make it” well Delta Airlines along with Tinder have teamed up to deliver just that with the #DeltaDatingWall. With their creative insight stemming from research that suggests that “world travellers are more likely to be swiped right” they have taken over two sides of a building in Brooklyn and decorated it with various backdrops of fabulous destinations. From the aforementioned Eiffel tower to the Leaning Tower of Pisa budding singles can snap a phoney selfie or three to express their inner traveller to potential matches without an impact on their finances.

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Wieden + Kennedy New York, the agency behind the stunt, said that the campaign was inspired by how prominent travel pics are on dating profiles. The agency also uncovered the following titbits through research:

  • 62 percent of men and 74 percent of women want a partner who shares their travel interests
  • 1 in 2 singles say traveling is one of their favourite things to do
  • 1 in 2 singles say traveling to a new city to meet a date would be exciting
  • • 1 in 3 singles ranked travel as a top priority in 2017
  • • 57 percent of singles take 1+ vacations year
  • • 1 in 3 singles try to go somewhere different for vacation every time they travel

As part of the generation with a not-so-secret love of the selfie as well as a constant and unquenchable thirst for travelling I can certainly see the #DeltaDatingWall being a big hit with the young, single and broke. Unfortunately for us interested yet financially challenged Brits we would still need to travel to America to try it out and boost our dating profiles – better start saving!

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Idris Elba posted an open casting call for his new film and got far more than he bargained for

Posted on May 9th, 2017 in brand PR,Celebrity PR,Consumer PR,Entertainment Brands,Film PR,Stunt Of The Day.

 

Idris Elba has always used his fame as a platform to raise issues close to him particularly the struggle for equality within the arts and has gone on record many times to voice the hardships many black actors find when trying to break into the industry.

He said back in 2016, “People in the TV world often aren’t the same as people in the real world. And there’s an even bigger gap between people who make TV, and people who watch TV. I should know, I live in the TV world. And although there’s a lot of reality TV, TV hasn’t caught up with reality. Change is coming, but it’s taking its sweet time.”

It appears that change is not coming soon enough for Idris who is now moving into the director’s chair and providing opportunities himself for unseen talent. Over the weekend Idris posted on Instagram with an invitation to an open casting call and a chance to be a paid extra in his new film set within the Afro-Caribbean community in Hackney, 1983.

Even a small part is a start.

A post shared by 7dub (@7dub) on

Unfortunately and yet somehow unsurprisingly Idris’ call proved too powerful with over 900 hopefuls turning up in droves for a chance to audition.

With so many arriving it was not long before the police appeared, forcing casting to be shut down.


Idris took to Instagram again to post this message to his fans.

*UPDATE*** THE OPEN CASTING.

A post shared by 7dub (@7dub) on

All is not lost though, as you can still send your head shot and information in to have a chance to shine and who knows where it might lead.

As in the acting world, Elba points out, “Even a small part is a start”. Good luck to you all!

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The power of the meme: Brands capitalise on new twitter trend with hidden text scavenger hunts

Posted on March 7th, 2017 in brand PR,Consumer PR,creative publicity,Entertainment Brands,FMCG,Food and Drink PR,Online PR,Roundup,Stunt Of The Day.

As with most trending memes it is not long before brands catch on to a new way to appeal to their younger demographic and likewise as with most things on the internet, it all started with a photograph of a dog.

The “Zoom in on the nose” meme originated with people sharing photos of another classic meme subject: the “doge” or more commonly known as the Shiba Inu. Upon closer inspection of the image, informed with the initial clue of where to look, the viewer is lead on a text based scavenger hunt as each new sentence found includes new directions to another part of the picture. Each final sentence is unique, however they all share a similar wholesome message; usually in the form of a compliment which accompanied with the original photograph of an adorable pooch is guaranteed to brighten your day.

With such a simple concept it is unsurprising that many brands have jumped on this bandwagon. The method is left largely unchanged with end results ranging from tongue in cheek comments on time-wasting, cheeky requests for more subscribers to genuine facts that you may have previously ignored or quickly forgotten in more conventional marketing. And of course it would not be the internet without at least one reference to Rick Astley and his infamous infuriatingly catchy song. You know the one I mean.

Without giving away any spoilers, here are our top examples of how brands have whole-heartedly embraced this new creative craze.

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Whodunnit? #SherlockLive takes Twitter by storm

Posted on January 11th, 2017 in Consumer PR,Digital PR,Entertainment Brands,Online PR,PR Stunt,Stunt Of The Day,Television PR.

Well, last night was surely a treat for fans of the popular BBC One crime drama Sherlock. The fourth series of the programme aired on 1st January and has since been gripping fans of the show. To celebrate the new series, writers Steven Moffat and Mark Gatiss tweeted live to fans in the character of Sherlock on the official @BBCOne Twitter page last night (10th January).

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Fans were given the opportunity to solve a new mystery online and in real-time through the use of Twitter, users had to crack the murder case of Daniel Collard with a series of clues provided through Tweets. Case files, police interviews and suspects lists were given to users to aid them in solving the case. A series of polls were also created to increase the interactive aspect.

Jo Pearce, the creative digital director at BBC Wales mentions it was an idea already in the works. “It’s an idea we’ve had for some time – I’ve just been waiting for the right opportunity to try it out.”

This was a genius way of encouraging fan interaction and giving fans something exciting to look forward to, as opposed to just watching the show. It further introduces new fans to the TV show who may have not known of its existence prior – as Twitter is such a huge social media platform, trends attract new audiences. The BBC and the writers of Sherlock created something well thought through; they were able to spot their target audience and created a stunt which coincides with their interests. It was a huge win for all involved.

– @JohnnyBarnes_

 

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