BA HighLife’s Benedict Cumberbatch issue – It was in many ways just another superb issue of BA‘s HighLife magazine produced by CMA member Cedar Communications. Yet a 2014 issue caused something of media kerfuffle because the issue featured a superb photo shot with the star of the moment, Benedict Cumberbatch. It generated such demand that issues were being stolen and sold on eBay for significant sums. Could it be one of the most desirable issues of a brand magazine ever?
25 most awkward cat sleeping positions, BuzzFeed – If you could make a case for one media organisation revolutionising the way content has been created in the last ten years it would probably be BuzzFeed. The site launched by Jonah Peretti in 2006, arguably took off in 2011/12 when its content, which was collated from social media, delighted readers across the globe. It was stories like this onethat for better or worse sparked a demand for listicles which has influenced media companies and brands ever since.
Serial Podcast – Sure podcasts were a thing as far back as the mid-noughties, but our current obsession is arguably down to the Serial podcast which first debuted in 2014. The series, which chronicled the 1999 murder of Hae Min Lee an 18-year-old student at Woodlawn High School in Baltimore, hooked a nation and inspired a whole generation of podcasters.
Project magazine for the iPad – Back in 2010, companies had high hopes for interactive magazines created especially for the latest Apple device, the iPad. CMA member Seven worked with Virgin to produce Project which combined the sit back, long read style of a magazine with a host of whizzy interactive features. This style of content set the template for the many iPad magazines which followed.
New York Times’ Google Glass experiment – In 2015 The New York Times did something special with its weekend magazine. Accompanying the publication were a pair of Google glasses, lo-fi versions of VR headsets, which could be used to view some fascinating virtual reality films on the media company’s website. It was the first time anyone had used VR in storytelling on such a grand scale.
Blendtec – will it blend? One of the most successful content marketing campaigns ever, which brought the words ‘viral video’ to brands. From 2007-2010 US blender company Blendtec created a series of videos in which they put items, which really ought not to be blended, into their blenders, including famously a lot of Apple products. As of March 1, 2018, the Blendtec series of videos had collected a total of 285,005,423 views.
The Samsung Oscar selfie – Ok, so can a selfie ever be considered a serious bit of content? Make your one mind up on that one. But the shot of Ellen DeGeneres, along with crashers including Bradley Cooper, Jennifer Lawrence and Meryl Streep, at the 2014 Oscars went on record as the most tweeted selfie ever (well until 2017). And in case you think it was a spur of the moment thing, it had been planned for months. So a classic example of content marketing for Samsung?