Monthly Archives

March 2014

The Power Of The Prank: Break.com Joins Forces With Smosh And Top Youtube Pranksters To “Prank It FWD” For Social Change Through Positive Pranks

By | Press Releases

#1 video comedy site turns the table on April Fool’s with a series of positive prank original videos and commits a dollar for every 1000 views to charitable partner DoSomething.org; watch a deserving waitress get the tip of her life! 

(LOS ANGELES) – March 31, 2014 – The prank masters at Break.com have teamed up with top subscribed YouTube comedy duo SMOSH, and popular YouTube pranksters Stuart Edge, LAHWF, Greg Benson and Jack Vale to give the world a dose of positive pranks this April Fool’s.  “Prank it FWD” brings together the biggest names in comedy for a series of original prank videos rolling out this week. For every 1,000 views on any of the “Prank it FWD” videos, Break.com will donate one dollar to DoSomething.org, the largest organization for young people and social change in the US.   Kicking off this week with Break.com’s “Best Shift Ever” and SMOSH’s “Emma Watson Prank,” the program aims to inspire and spread positivity throughout the online community and encourages viewers to share the videos with friends and family.

“More and more we are seeing content on the internet evolve from a place where failure was celebrated into a medium where uplifting positive messages are becoming more frequently the currency of the realm,” said Barry Blumberg, EVP Content and Programming, Defy Media.  “As an industry leader, we hope to reflect that trend through our partnership with DoSomething.org and this first iteration of ‘Prank it FWD,’ where we are seeking to turn the prank convention on its ear and add some value back into the world.”

Break.com’s premiere prank treats Chelsea Roff, an unsuspecting, hardworking, and philanthropic waitress at LA’s Spring Street Smoke House, to a series of incredible escalating “tip” surprises to give her the “Best Shift Ever.” She’s dealt with her share of life’s challenges, but despite them she’s dedicated herself to helping others, even creating a non-profit yoga organization to help other women.

“Taking the energy of funny pranks online and using it for good is an awesome take on April Fool’s Day,” said Naomi Hirabayashi, Chief Marketing Officer at DoSomething.org. “We’re an organization that exists for young people so YouTube and popular personalities like SMOSH are part of our every day, which is why the partnership with Break.com for ‘Prank it FWD’ makes perfect sense.”

Break.com and SMOSH, both Defy Media-owned properties, have invited the biggest comedy franchises to pitch in on the effort with their own distinct take on pranks throughout the week. Custom videos from Break.com and SMOSH will be joined by two new episodes of Break.com’s series “Prank Bank,” featuring YouTube comedian Kevin Brueck.  The voice of ScreenJunkies’ Honest Trailers, Jon Bailey, is back to use his voice to add a little fun to the orders of unsuspecting drive-thru patrons. Additionally, some of the biggest names in online pranks have created special videos including Stuart Edge, LAHWF, Greg Benson and Jack Vale.  “Prank it FWD” will leverage the power of all the participants involved, who count an audience of more than 22 million YouTube subscribers combined.

Tune in all week long to Break.com or through Break’s free mobile application and “Prank it FWD” to support DoSomething.org at www.PrankitFWD.com.

The full release schedule of supporting Prank it FWD videos is below.

3/28 – SMOSH’s “Emma Watson Prank
3/31 – Break.com’s “Best Shift Ever
3/31 –Greg Benson/Mediocre Films’ “5-Star Homeless Shelter
3/31 – LAHWF’s “Telling Strangers they’re Beautiful
3/31 – Stuart Edge’s “Tips for Street Performers
3/31 – Jack Vale’s “Paying for People’s Tires & Brakes
4/1 – “Cop Prank” (new episode of Break.com’s “Prank Bank”)
4/2 – “Epic Voice at Drive-Thru” featuring Honest Trailers Jon Bailey
4/3 – “Odd Jobs” (new show premiere)

 

Connect with Break.com on social platforms:

Facebook: www.Facebook.com/Break
Twitter: @Breakcom
Instagram:  @Breakcom

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About Defy Media

DEFY Media is the definitive media company for the digital generation, formed by the 2013 merger of Alloy Digital and Break Media.  The merger united two companies with strong legacies and expertise in creating influential and culturally significant entertainment properties for 12-34 year old consumers. DEFY Media creates some of the most popular content on the internet under its leading portfolio of brands, including Break, Clevver, Made Man, SMOSH, Screen Junkies, The Gloss, and The Escapist, together reaching over 125 million consumers monthly through owned web, YouTube, mobile, social, and emerging OTT platforms. The world’s top brands partner with DEFY to build immersive advertising solutions that deliver unparalleled access to this influential audience. With uniquely integrated capabilities in content development, studio production, distribution and promotion, DEFY Media is built for content delivery in the digital age. The company is further leveraging the power of its creators and brands with extensions into merchandising and both television and feature film, where it is a producer of The Hustle (Fuse), The Devil Inside (Paramount) and The Pete Holmes Show (TBS), among others.  Please visit us at www.DEFYMedia.com.

 

About DoSomething.org

DoSomething.org makes the world suck less. The largest org for young people and social change, our 2.5 million members tackle campaigns that impact every cause, from poverty to violence to the environment to literally everything else. Any cause, anytime, anywhere. *Mic drop.

 

MEDIA CONTACTS

Jodi Smith
jsmith@defymedia.com
212-329-8359

Laura Klang-Glienna
lkg@defymedia.com
310-360-4141 Ext. 363

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Mobile Transforms In-store Experience

By | Acumen Insights, Blog | No Comments

Walk into just about any retail establishment and you’ll notice that most customers are buried in their mobile phones.

 

But they’re not just texting their friends—they’re researching products. According to Walker Sands’ 2014 Future of Retail study, 64 percent of shoppers turn to their mobile devices for information about products while in stores.

 

Mobile devices are transforming the in-store shopping experience across all product categories, from appliances to groceries to pet care. Smartphone-savvy shoppers use their devices to compare prices (53 percent), look for deals (39 percent) and read product reviews (30 percent), according to a study by the Google Shopper Marketing Agency Council and M/A/R/C Research.

 

“It’s critical for retailers to provide a seamless experience as they move from a mobile device to in-store to their laptops,” Walker Sands writes in the report.

 

Smartphone use in stores leads to more spending, according to the Google study. Frequent mobile shoppers—people who use their phone to help with shopping at least once a week—spend 25 percent more than people who occasionally shop with their phones.

 

While it is clear retailers want these customers, what do these customers want? All trends point to more self-service. More than half of shoppers Walker Sands surveyed would like to have a store’s map available on their devices when they arrive, and the ability to pay and check out using their devices when they leave. Before retailers invest big bucks in a flashy app, however, they should take note that 65 percent of customers actually prefer mobile sites to apps according to Google.

 

To address in-store price comparisons, retailers can offer price-match guarantees or unique product bundles that are only available in their store.

 

“Make it easy for shoppers to find product information, promotional offers, or other information about your business on their smartphones when in-store,” the Google study suggests.

Fewer Hispanics Say ‘I Do’

By | Acumen Insights, Blog | No Comments

Young Hispanics are more hesitant to get married since the recession, according to a recent study by Tr3s.

 

The big barrier: money. Weddings are expensive—and so is moving out of your parents’ house and supporting a family. Instead, Hispanics aged 18-34 are focusing first on financial stability and building their careers.

 

“Hispanic adult Millennials place a high value on marriage – but they also see it as risky,” Erica Saylor writes for Viacom’s blog. “True romantics at heart, they hope to marry that perfect partner—someday. For now, however, they are taking their time to make sure their boyfriends or girlfriends live up to their ideals.”

 

While marriage rates are falling among all U.S. adults, those rates are lower—and dropping faster—among English-speaking Hispanics. In 2013 fewer than a quarter of bilingual Hispanics aged 18-34 were married, as compared to 33 percent of non-Hispanics. Since 2008, the marriage rate has fallen a striking 44 percent among English-dominant Hispanics in this age group, as compared to a 17 percent drop among non-Hispanics.

Rise of the Small(er) Screen

By | Acumen Insights, Blog | No Comments

The Internet has transformed TV viewing, and there’s no going back now. For the Millennial generation in particular the new expectation is to watch what they want, when they want and for as long as they want, according to YPulse’s “Ten Lessons from the Year in Millennial Entertainment” which covers not just TV but music, movies and other trends.

 

“The next generation of television viewers will have even less of a commitment to the actual television set than Millennials do,” YPulse writes.

 

As live TV becomes more passé, binge viewing—digesting multiple episodes of a show in one sitting—is the new standard. Fully 88 percent of Netflix users and 70 percent of Hulu Plus users binge view, and subscriptions are on the rise for on-demand video providers.

 

If anything can save live TV, it’s Twitter. Tweeting while watching sports or shows it the new water cooler phenomenon. Among 18-34 year olds, a 4 percent increase in Twitter use during a show’s airtime correlated with a 1 percent increase in ratings.

 

“These tweets aren’t just pulling eyes away from the TV screen, they’re actually helping to boost TV ratings.”

 

On the short end of the attention-span spectrum, the micro-video site Vine debuted in January 2013 and has become practically indispensible for a growing group of Millennial “videovores.” In six seconds, many new stars have been born.

 

“The power of Vine is huge and has won over Millennial viewers who crave bite-sized content that can make them laugh.”

Leading Men’s Lifestyle Destination Made Man Transforms, Revealing New Look and Features Fit for the Modern Man

By | Press Releases

Made Man says “Gentlemen Welcome” with a bold new “Future of Man” series featuring celebrity guest columnists Bill Hader, Pete Holmes and Prentice Penny, and the return of audience favorite Speakeasy with Paul F. Tompkins

 (New York, NY) – March 19, 2014 – Made Man (www.MadeMan.com), a leading men’s lifestyle destination owned by DEFY Media (formed by the merger of Alloy Digital and Break Media), today revealed its fully re-imagined brand and web destination.  A masculine renaissance is underway and to this new breed of man, Made Man says “Gentlemen Welcome”.  With a completely overhauled design and brand identity, the site re-launches with optimized viewing and sharing features for its audience and advertisers. Made Man’s bolstered programming slate, which includes the compelling new series “Future of Man,” recognizes the interests of a new, emerging and influential audience of men who aspire to be the best version of themselves with an expectation for smart, accessible content and culture.

MadeMan.com’s fresh look brings added perspective to the men’s lifestyle space, where it has already successfully carved a niche among male tastemakers age 25-39 for passion-filled and thought-provoking content. Every month, Made Man speaks to an audience of more than three million across its web, mobile and YouTube platforms.

Made Man aims to feature the stories of inspiring personalities who truly embrace what it means to be a renaissance man, recently speaking with Matthew McConaughey on his transformative year, Jason Bateman for a few Bad Words and Neil deGrasse Tyson, the astrophysicist “star gazer” who has earned rock star status.  Entirely made over with today’s consumer in mind, the new Made Man is built for content delivery across multiple screens from desktop to mobile and everything in between.

Programming highlights:

  • “FUTURE OF MAN” – An intriguing new series that invites a host of experts, authors and celebrities to pen their views on what the future of man looks like across a variety of issues:
    • SNL’s Bill Hader kicks off the launch with his future view on “The Most Underrated Guys in Comedy”.  Pete Holmes (The Pete Holmes Show) and Prentice Penny (Brooklyn Nine-Nine) are also among the first notable contributors to the “Future of Man” series exclusively for Made Man.
    • The series tackles a range of hot topics including: The Future of: Sexexamining how far technology will go to enhance—or replace—the experience; The Future of Crime – how men can (and can’t) avert it; The Future of Marijuanaa long form reported series on the year’s hottest social issue, by former Details and Star editor Joe Dolce.
  • SPEAKEASY with PAUL F. TOMPKINS – Answering the long standing question of what a drink would be like with your favorite celebrity, host and comedian Paul F. Tompkins returns for a new season of good conversation over classic drinks. Set in a variety of LA’s most loved bars and restaurants Speakeasy has hosted a wide range of Hollywood notables:
    • Now in its third season, the program attracts a strong following with top guests such as Key & Peele, Zach Galifianakis, Lizzy Caplan, Aziz Ansari, Jesse Tyler Ferguson, Aaron Eckhart, Alison Brie, and many others. This season, Paul sits down with the creator of Sons of Anarchy, Kurt Sutter, Busy Phillips (Cougar Town), Jim Rash (Community) and more – and this week, Haley Joel Osment goes back in time with revealing on-set tales and his thoughts on the blurring media lines.

The new Made Man also offers its advertising partners added and optimized media options and deeper branded integrations ranging from the new “Brand Ribbon” media unit, which runs the entire width of the browser window, to high-impact media takeovers, custom editorial integrations and new mobile offerings.

At the helm of Made Man is editor-in-chief Michael Martin, who joined the team in September from his post at Time Out New York where he served as the editor-in-chief for both the digital and print versions.

“As our new tagline indicates, at Made Man, gentlemen are welcome,” says Michael Martin, editor-in-chief. “Made Man speaks to a new breed of man: Evolved, informed, and culturally engaged. We’re a destination for the modern man who has shed past stereotypes and is embracing a more self-aware and conscientious male persona. Every day, our focus is to deliver inspiring content and attainable information for men to become the best version of themselves.”

Made Man is dedicated to giving today’s man essential information to live better, smarter, happier lives. Readers will find expert advice on topics including wellness, fitness, grooming, dating, food and spirits, gear and cars, as well as thought-provoking articles on current events, pop culture and sports.  Additionally, Made Man leverages DEFY Media’s annual “Acumen” research report and panel of thousands of men to identify what matters in the lives and minds of today’s man. Made Man strives for the most compelling editorial available and has published acclaimed novelists and writers from The New York Times, The Guardian, NPR, and more.

Check out the new Made Man at www.MadeMan.com and connect on social media:
Twitter @MadeMan
Facebook www.Facebook.com/MadeMan.com
Instagram @MadeMandotcom
YouTube: www.YouTube.com/MadeMan

 

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About Defy Media

DEFY Media is the definitive media company for the digital generation, formed by the 2013 merger of Alloy Digital and Break Media.  The merger united two companies with strong legacies and expertise in creating influential and culturally significant entertainment properties for 12-34 year old consumers. DEFY Media creates some of the most popular content on the internet under its leading portfolio of brands, including Break, Clevver, Made Man, SMOSH, Screen Junkies, The Gloss, and The Escapist, together reaching over 125 million consumers monthly through owned web, YouTube, mobile, social, and emerging OTT platforms. The world’s top brands partner with DEFY to build immersive advertising solutions that deliver unparalleled access to this influential audience. With uniquely integrated capabilities in content development, studio production, distribution and promotion, DEFY Media is built for content delivery in the digital age. The company is further leveraging the power of its creators and brands with extensions into merchandising and both television and feature film, where it is a producer of The Hustle (Fuse), The Devil Inside (Paramount) and The Pete Holmes Show (TBS), among others.  Please visit us at www.DEFYMedia.com.

 

Media Contacts

Jodi Smith
jsmith@defymedia.com
212-329-8359

Laura Klang-Glienna
lkg@defymedia.com
310-360-4141 Ext. 363