Positive Prank Series Brings More Star Power For More Holiday Cheer – Hunger Games Mega-Stars Turn the Cameras on Digital Stars SMOSH and The Today Show Host Hoda Kotb Joins Clevver’s “Entourage”
Viewers Can Watch and Share to Benefit Charitable Partner Do Something
(Los Angeles, CA) November 16, 2015 –The positive pranks movement is about to get even bigger as DEFY Media kicks off season four of its celebrated positive prank video series, Prank It FWD™, with more original videos and surprises from top YouTube stars and some of the biggest names in Hollywood. Since Prank It FWD™ launched just over 18 months ago, the campaign has garnered more than 100MM total views and succeeded in sparking a movement around the globe, changing the lives of many deserving individuals while also moving many viewers to prank it forward in significant ways in their own communities.
Today, the heartwarming surprises continue with brand partner Barefoot Wine & Bubbly back on board to spread more holiday cheer in “All Dogs Must Go: Epic Pet Adoption”. Sherri Stankewitz is the hardworking owner of a Los Angeles animal rescue shelter who has sacrificed everything to take care of her beloved dogs, including leaving a professional career behind and living on the shelter grounds to make ends meet. Sherri thinks that she’s throwing her biggest pet adoption event ever and being filmed for a documentary, but from the start, things seem to not be going her way. Just when she thinks her event is about to get shut down, Prank It FWD and some special friends show up to present her with a few life-changing surprises, including a mob ready to adopt and provide loving homes for each and every one of her forty dogs.
“We are so grateful for all that Prank It FWD and Barefoot Wine & Bubbly have done for all of us at West Coast Animal Rescue,” said Sherri Stankewitz, a founder of West Coast Animal Rescue. “Just when we thought that we may not be able to carry on, we received the surprise of a lifetime, a gift that has fueled our desire and our ability to help more dogs in need.”
“This is the third time that we’ve partnered with Prank It FWD because we share their mission to have fun and make the world a better place,” said Elizabeth Windram, Senior Marketing Manager for Barefoot Wine & Bubbly. “We had a great time surprising someone as giving and deserving as Sherri, and we were delighted to help make the prank happen.”
This year, Oscar winner Jennifer Lawrence joins a list of star talents who have participated in the campaign to prank it forward for good, including last season’s life-changing pranks featuring First Lady Michelle Obama and the L.A Clippers Glen Davis and DeAndre Jordan. Jennifer and co-stars Josh Hutcherson and Liam Hemsworth from Lionsgate’s blockbuster film franchise The Hunger Games prank it forward with a SMOSH super who is living with a form of muscular dystrophy to turn the cameras – and the joke – on digital superstars Anthony Padilla and Ian Hecox of Smosh, while also raising awareness for the Center for Duchenne Muscular Dystrophy at UCLA.
And, The Today Show’s Hoda Kotb enthusiastically jumped on board following The Today Show’s heartfelt coverage of the last two seasons. The popular host joins the Clevver “Entourage for the Day” prank to help turn a deserving teenager’s musical aspirations into reality with an unforgettable day of surprises and opportunity that lands him atop the famed “30 Rock”.
“We kicked off Prank It FWD in April 2014 aiming to turn the prank convention on its ear and add value into the world. Since then, a campaign built on promoting change through positive pranks has grown into a global movement, making an impact with viewers that has far exceeded our expectations and continues to change the lives of deserving recipients in ways we never could have anticipated,” commented Barry Blumberg, DEFY Media’s Chief Content Officer. “We’re proud to bring back another season with more great talent and life-changing surprises that promise to drive this important program even further and inspire others to prank it forward with us through the holidays.”
This season of Prank It FWD™ features more original prank videos from DEFY Media brands SMOSH, SMOSH GAMES, Clevver, AWEme, as well as prolific pranksters Greg Benson, Tom Mabe, and Simple Pickup, together reaching a massive audience of more than 90 million YouTube subscribers.
Featured Videos Include:
- SMOSH’s ”JENNIFER LAWRENCE PRANK” – In the same week SMOSH commemorates 10 years on YouTube and Lionsgate’s The Hunger Games: Mockingjay – Part 2 premieres November 20, a SMOSH super fan living with Duchenne muscular dystrophy joins forces with the film’s mega- stars to prank digital’s most popular personalities – Watch what happens when Jennifer Lawrence, Josh Hutcherson and Liam Hemsworth help Dylan Miceli-Nelson turn the cameras -and the joke- on Ian and Anthony in this memorable press junket moment.
- CLEVVER’S “ENTOURAGE FOR THE DAY” – Noah Jay, an aspiring teenage singer in Los Angeles gets the surprise of a lifetime when he leaves his house for school to find a camera crew and crowd of paparazzi waiting for him. The surprises continue straight to New York City where he lands on The Today Show with a little help from host Hoda Kotb and other famous friends.
- GREG BENSON’S “HOMELESS SHELTER MAKEOVERS” – Prank It FWD Host Greg Benson invites homeless people to a local shelter for a meal but they end up leaving with an elevated sense of self with many “pampering” surprises and everyone feeling like a winner.
- SIMPLE PICK UP’s ”SENIOR PROM” – Senior citizens are treated to a special dinner at their community center where they are surprised with a live musical performance and have a chance to re-live their high school days in this heartwarming prank.
Prank It FWD™ continues to benefit charitable partner DoSomething.org, one of the largest global organizations for young people and social change. Prank It FWD™ will donate one dollar for every 1,000 views of the series videos, as well as one dollar for every social mention and share tagged #PrankItFWD.
Prank It FWD™ has impacted the lives of so many deserving individuals, including some of these memorable stories: Best Shift Ever” surprised an L.A. waitress with some life-changing “tips,” including a brand new car, that enabled her to shift her focus full time on the non-profit organization she founded; “She’s Got it Maid,” surprised a hardworking housekeeper and single mother of three in Cleveland, OH with a brand new house.
WATCH MORE PROGRAMMING ALL MONTH LONG, OR NOMINATE SOMEONE FOR A FUTURE CAMPAIGN HERE and GET SOCIAL WITH Prank It FWD™:
ABOUT DEFY MEDIA
DEFY Media is the top digital producer and programmer for 13-34 year olds, and the largest owner of YouTube channels and leading media brands across the comedy, lifestyle and gaming verticals. Each month, DEFY-produced content generates 600 million video views and reaches 125 million viewers across our 60 million YouTube subscribers, 80 million unique web visitors and consumers of our apps, which have been downloaded over 25 million times. DEFY Media brands include Smosh, recently named by Variety as the top brand for 13-17 year olds, Break, known for its top program “Prank It Forward”™, and Screen Junkies, home to the highly influential digital series “Honest Trailers”. 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. Please visit us at www.DEFYMedia.com.
ABOUT BAREFOOT WINE & BUBBLY
Barefoot Wine is the most awarded wine brand inUS competitions. Barefoot’s California wines are attractively priced and can be found in bottles bearing the fun, iconic footprint label. Barefoot’s still wine portfolio includes 16 offerings and is available for a suggested retail price of $7 for 750-ml bottles, $12 for 1.5-liter bottles. Barefoot Bubbly ($10) is available in 11 offerings, including NEW Barefoot Bubbly Fusions, and is the most awarded Sparkling Wine in US competitions. Barefoot Refresh ($8) is available in five new lively and light-style offerings. For additional information, visit BarefootWine.com or Facebook.com/BarefootWine.
We’re kicking off this season of our positive pranks movement with an exciting line up of more original series and surprises from top YouTube stars and some of the biggest names in Hollywood. Today, the series launches with brand partner Barefoot Wine & Bubbly back on board to spread more holiday cheer in “All Dogs Must Go: Epic Pet Adoption.” Sherri Stankewitz is the hardworking owner of a Los Angeles animal rescue shelter who has sacrificed everything to take care of her beloved dogs, including leaving a professional career behind and living on the shelter grounds to make ends meet. Sherri thinks that she’s throwing her biggest pet adoption event ever and being filmed for a documentary, but from the start, things seem to not be going her way. Just when she thinks her event is about to get shut down, Prank It FWD and some special friends show up to present her with a few life-changing surprises, including a mob ready to adopt and provide loving homes for each and every one of her forty dogs.
Oscar winner Jennifer Lawrence and co-stars Josh Hutcherson and Liam Hemsworth from Lionsgate’s blockbuster film franchise The Hunger Games also prank it forward with a SMOSH superfan who is living with a form of muscular dystrophy. Jennifer Lawrence turns the cameras – and the joke – on digital superstars Anthony Padilla and Ian Hecox of SMOSH, while also raising awareness for the Center for Duchenne Muscular Dystrophy at UCLA. We’re excited to continue the movement of positive pranks!
Mindshare North America found Millennials ages 18-34 are happy to deceive if it comes with lower prices. Forty-seven percent of Millennials put products in online shopping carts and then leave the site, hoping the brand will send discount offers via email or retargeted ads; this compares to 37 percent for adults overall. Faking a birthdate is another tactic with 26 percent of Millennials giving bogus birthdays to get discounts—something only 17 percent of all adults do. Similarly, 36 percent of Millennials use multiple email addresses to score deals (vs. 30 percent of all adults) and 36 percent share an Amazon Prime subscription to receive free shipping (vs. 24 percent of all adults).
When it comes to travel, 31 percent of Millennials and 23 percent of all adults wipe clean their browser histories—to avoid cookies that follow a user’s every online move—when shopping for airline tickets. Without the data, airline websites are unable to tell if someone has been researching fares and thus more likely to offer cheaper prices. And 61 percent of Millennials know to book travel on certain day, like Tuesday, when prices typically drop compared to 48 percent of all adults.
A LoyaltyOne nationwide survey revealed Millennials ages 18-35 are significantly more receptive than the general population to fee-based loyalty programs. Sixty-two percent overall said they would consider joining a fee-based rewards program if their favorite retailer offered one. This was higher among Millennials with 75 percent of 18-24 year olds and 77 percent of 25-34 year olds saying they would consider fee-based reward programs. Rewards “relevant to your needs” are worth paying for said 65 percent overall, but again Millennials were more likely to agree (79 percent of 18-24 year-olds and 76 percent of 25-34 year-olds). Nearly half said rewards in fee-based programs are better than rewards in free programs but Millennials felt more strongly–61 percent of 18-24 year-olds and 54 percent of 25-34 year-olds.
Millennials disenchantment with current loyalty programs may explain their stronger acceptance of fee-based rewards; 57 percent for 18-24 year-olds and 52 percent for 25-34 year-olds said “all reward programs seem alike” compared to 49 percent of the overall population.
According to a poll by The Atlantic, 75 percent of Americans say the American Dream is suffering, obstacles to realizing the Dream are “more severe today than ever” (69 percent), and overall the nation is on the wrong track (64 percent). Yet this pessimism about the nation did not carry over to how Americans feel about their own lives. Half of respondents say they are living the American Dream now (50 percent) and 22 percent expect to achieve it in their lifetimes. Millennials (age 30 and younger) are most exuberant with 77 percent overall saying they’re living the dream now or believe they can achieve it.
Millennial’s definition of the American Dream appears to differ from older generations. Millennials are the only age group to say the most important element of their dream job is “pays a lot of money.” They also rank luxury items—like “traveling to other countries,” “driving a nice car” and “belonging to exclusive clubs or organizations”—higher than any other age cohort. This age group also rank “pursuing happiness” (after “being debt-free”) as the top elements of their personal Dreams, almost twice the rate of 51-64 year olds and more than twice the rate of those age 65+.
Despite their talk about doing good in the world, only 14 percent of Millennials olds said “helping others” was most important to their personal Dream. Comparatively, 22 percent of those aged 65+ and 19 percent of 51-64 year said the same.
According to the National Retailer Foundation, retailer offerings play a critical role in where and how students and parent shop for back-to-school. Ninety percent of online back-to-school shoppers take advantage of free shipping and almost half buy online and pick up in-store. Millennials are much more likely to use these services with 66 percent of 18-24 and 25-34 year-olds buying online and picking up in store, much higher than the 9 percent of average adult back-to-school shoppers. Additionally, 15 percent of 25-34 year-olds use a reserve online option, and 23 percent of 18-24 year-olds use same-day delivery compared to 10 percent of average adults.
Back-to-school shoppers for K-12 students plan to spend an average of $630 per student with most dollars going toward apparel and electronics. The average amount teens plan to spend of their own money is $33 and pre-teens plan to spend is $18. College shoppers bring in the most revenue for retailers, on average $899 per college student at the start of the school year.
A survey from Digitalsmiths found one-third of TV viewers feel overwhelmed by the number of channels available via cable/satellite services. Of the channels offered 82 percent of watched between one and ten channels, and of those respondents 40 percent watched five channels or fewer. The survey also looked at the prevalence of pay-per-view purchases. Only 11 percent of respondents said they buy pay-per-view events that are not movies, such as boxing events or UFC fights. Seventy percent of this group ordered between one and four pay-per-view events each year.
When asked how many hours they watch streaming subscription services such as Netflix, Amazon Prime and Hulu, 36 percent in 2014 and 33 percent in 2015 said between one and five hours per week, while 22 percent in 2014 and 20 percent in 2015 said five to ten hours per week. Only 8 percent in 2014 and 10 percent in 2015 said they watch less than an hour per week of these types of services.
Many providers now offer apps facilitating viewing on other devices of content originating on TV. As of 2015, 42 percent were aware their cable/satellite provider offers the ability to watch content on smartphones or tablets, yet only 25 percent have downloaded the corresponding app. For those who do have the app, 45 percent say they use it weekly.
All new shows. Exclusive fan access. Premium content. ScreenJunkies Plus is here!
We’ve brought original series and exclusive programming to TV and movie fans with our much-anticipated subscription streaming service—ScreenJunkies Plus. The programming line-up includes 10 original shows, appearances from many TV and film personalities, and the first-ever SJ scripted series. Fans are able to sign-up for the service through ScreenJunkies.com and Amazon Prime.
Since launching on YouTube in 2008, ScreenJunkies has amassed over 1 billion lifetime views and over 5 million subscribers. Creating this new platform was a natural next step in the evolution of the brand.