Monthly Archives

June 2016

Comedy Powerhouse SMOSH Announces First Ever Live Comedy Sketch Show SMOSH Live!

By | Press Releases

Duo Teams Up with 5 Gum to Announce Live Show at VidCon and take the 5 Truth or Dare Challenge on the Main Floor

(Anaheim, CA) June 24 – Anthony Padilla and Ian Hecox of DEFY Media’s SMOSH will formally announce plans for the brand’s first-ever live sketch comedy show during their VidCon Q&A session at 2PM today.  The live event, featuring never before seen sketches and special guests, will be streamed from the YouTube Space in Los Angeles on August 26.

This announcement follows a momentous SMOSH ten-year celebration last year, which included the premiere of SMOSH: The Movie, the debut of Anthony and Ian’s Madame Tussauds Wax Figures coinciding with VidCon 2015, and the launch of their first long form comedy series Part Timers among other projects.  SMOSH, dubbed “The SNL of the Internet” by Time Magazine, decided to further challenge themselves creatively by taking their sketch comedy to a live stage and allowing their audience to experience their brand of comedy in an entirely new way.

SMOSH Live! will be presented by 5 Gum as part of a summer-long partnership with DEFY Media and SMOSH. The partnership kicks off at VidCon and culminates with the August 26 event. The 5 Gum brand, best known for encouraging people to embrace the exhilaration of stepping beyond the familiar and saying “I do” to new experiences, has dared Anthony, Ian and the whole SMOSH gang to go bigger and bolder than ever before at the live show.  5 Gum is produced by the Wm. Wrigley Jr. Company, a subsidiary of Mars, Inc.

The partnership extends the 5 Gum brand’s multi-year marketing efforts around its 5 Gum Truth or Dare program, which is played with specialty packs that are released once a year. Each pack contains different truths and dares on the gum’s foil wrappers that challenge people to step into the unknown and outside of their comfort zones.

In an exciting opportunity for SMOSH fans, the 5 Gum brand also is giving fans the chance to be front and center at SMOSH Live! Fans can grab a pack of 5 Gum Truth or Dare this summer, take a challenge and share it on social media, including the hashtags #5truthordare and #vipsweepstakes to be entered for a chance to win tickets to the August 26 show.

Aside from SMOSH Live!, fans will have access to additional show content streamed online. Hosted by SMOSH Games’ Jovenshire, the pre-show will give the audience a peek behind the curtain as the stage comes to life. During the post-show, the SMOSH cast will play their own version of Truth or Dare with the audience and take questions from fans.

In addition to daring SMOSH to step it up during the live show, 5 Gum is offering fans and creators additional ways to get involved in Truth or Dare at VidCon:

  • For three days, 5 Gum will be on the main floor with a Truth or Dare activation, featuring a large stage where participants will play 5 Truth or Dare in front of the large VidCon crowd.  5 Gum also is the sponsor of the VidCon Community Wall, encouraging attendees to share their truths on a massive 120-foot wall and perform dares in a gif-photo booth.  Both spaces offer social sharing capabilities on-site, giving attendees the chance to show their stuff to friends back home and enter to win tickets to SMOSH Live!
  • Talent from DEFY properties SMOSH Games, The Warp Zone and Clevver will also get in on the action by grabbing packs of 5 Gum, playing throughout VidCon and inviting fellow creators to join in on the fun, sharing their own challenges on their social media channels.
  • 5 Gum samples and swag will be available throughout VidCon at the brand’s booth and in the DEFY Media Lounge.


5 Gum will help SMOSH activate the August 26 event with multiple pre- and post-show integrations, in addition to running several custom commercials throughout the live show. 5 Gum also will receive additional media and social promotion across DEFY’s vast media network throughout the course of the campaign.  Following the live show, SMOSH will run an exclusive behind-the-scenes video about the making of the show, which will be captured in the weeks leading up to the event.

DEFY, SMOSH and 5 Gum will unveil more event details in the coming weeks.


For Your Consideration: DEFY’s Emmy Contenders

By | Blog

We’re so excited for our popular series to be contenders in the brand new Emmy Short Form category for Comedy & Drama, Variety, and Non-Scripted / Reality. Check out the shows below to see why our brands—SMOSH, AWE me, Clevver, and ScreenJunkies—all have series worthy of Emmy nods!

2016 Short Form Emmy Contenders—Comedy & Drama

Part Timers (SMOSH) – The episodic scripted series following the dysfunctional employees of Pork E. Pine’s. Going into its second season, Part Timers continues with the misadventures of the part time employees at Pork E. Pine’s—a pizzeria and arcade long past its prime. Ian suits up as Porky, the beloved mascot, while Anton, the restaurant’s hapless manager, struggles to keep the doors open. Watch an episode.

2016 Short Form Emmy Contenders—Variety Series

Honest Trailers (ScreenJunkies) – No movie or TV show is safe. With its epic voice and biting wit, our Webby and Shorty Award winning series keeps it honest and pokes holes and fun at your favorite and least favorite movies and television shows. Watch an episode.

The Daily Hollywood Rundown (Clevver) – DHR gives viewers a fresh look and recap of all the top trending stories in entertainment. DHR sets the record straight with the latest on Hollywood gossip, entertainment, and celebrity news every Monday through Friday. Watch an episode. 

Every (Blank) Ever (SMOSH) – EVERY [BLANK] EVER is the parody show that pokes fun at everything…ever. Join Ian, Anthony, Keith, Noah, Courtney, Shayne, and Olivia as we throw a big, fat magnifying glass on the ridiculous tropes and hilarious stereotypes from movies, music, technology, video games, and other popular culture. Watch an episode.

2016 Short Form Emmy Contenders –Non-Scripted / Reality

Man At Arms (AWE Me) – In this Webby Award Honoree series, the professional blacksmiths of Baltimore Knife and Sword transform iconic pop-culture weapons from film, TV, and video games into never before seen works of art. Watch an episode.

Youth Get Sports on YouTube and Facebook

By | Acumen Insights

A study by Whistle Sports reported by Fortune found, when it comes to sports content, younger viewers are more inclined to seek out sports videos on YouTube and Facebook. When asked where they go to consume sports-related video content, 38 percent of 25-to-34 year olds say ESPN (live TV or ESPN app) and 52 percent say Facebook. But in the younger bracket, 13-to-24 year olds, 64 percent list YouTube, 53 percent Facebook and just 42 percent ESPN. For viewers ages 13 to 17, 73 percent say they go to YouTube, 48 percent to Facebook, and 30 percent on TV.

Social circles play a fairly significant role, with 20 percent saying they regularly find sports videos via a close friend who shares or recommends them and 20 percent saying they regularly find sports videos when someone in their wider social media circle shares or recommends them. Notably, only four percent say they regularly find sports-related videos from an expert who shares or recommends them.

Millennials Pay for News

By | Acumen Insights

Research from the American Press Institute found the vast majority of Millennials (age 18 to 34) regularly use paid content for entertainment or news, whether they personally pay for the content or someone else foots the bill. While paid music, movies, television, and video games are consumed by an overwhelming majority of Millennials, 53 percent also report using paid news content —print, digital, or combined formats — in the last year. Furthermore, 40 percent of Millennials personally pay for news products or services out of their own pockets and those over age 21 are twice as likely as those age 18 to 21 to personally pay for news.

The study found in all, 87 percent of Millennials personally pay for some type of subscription or other paid service, including news and entertainment services, and the most popular content Millennials pay for personally is downloaded, rented, or streamed movies and television (55 percent) and music (48 percent). Older Millennials are more likely than younger Millennials to pay out of their own pocket for news (roughly 45 percent over 21 versus 23 percent age 18 to 21). Interestingly, 90 percent of those who pay for news also pay for entertainment, and those who pay for news tend to also engage more with news on free platforms such as Facebook and Twitter.

Ad Blockers Attract Youth

By | Acumen Insights

One out of every three internet users ages 16 to 24 and three out of every 10 Internet users ages 25 to 34 have blocked ads at least once in a 30-day period, according to data compiled and published by GlobalWeb Index and reported by Business Insider. This makes Millennials — generally regarded as those between the ages of 18 to 34 — the age group with the highest usage of ad-block technology.

The study found younger users are less concerned with how their personal data is used by companies and marketers than older Internet users. Fifty-six percent of Internet users ages 16 to 24 stated they were concerned about how their personal data is used by companies, compared to 64 percent of Internet users ages 55 to 64. This suggests younger users are not blocking ads because of concerns over targeting or data tracking, but rather because of the user experience.

Gen Y Uses Mobile 24 Hours Per Week

By | Acumen Insights

Across the U.S., the average Millennial (age 16 to 30) with Internet access spends 3.1 hours a day on their mobile devices – the equivalent of 21.7 hours – almost a whole day – every week. That’s 1,128 hours or 47 days over the course of a year according to a study of 60,000 internet users worldwide from TNS. Over half (55 percent) of 16 to 30 year olds use instant messaging every day, 71 percent use social media daily, and 76 percent watch video daily. These youth continue to consume media in traditional ways (e.g. TV, radio) but with much lower frequency than older generations.

For older consumers who are online, traditional media habits still hold strong with the 46 to 65 age group spending 4.3 hours each day watching TV, reading newspapers and listening to the radio; nearly three hours more than the average Millennial (2.9 hours). Yet older consumers are still a shifting target, and are using online platforms on a much more regular basis. Those online aged 46 to 65 spend 1.2 hours a day on their phones, while 42 percent use Facebook on a daily basis.

TV Everywhere for Cord-Cutters

By | Acumen Insights

In 2014 8.2 percent of former television subscribers abandoned paid TV subscriptions, a 1.3 percentage point increase year-over-year. A study from Altman Vilandrie & Co and Epix reported by Motley Fool found cable providers could convince some cord-cutters to come back to paid TV if those consumers only knew that they could watch TV programming whenever, on whichever devices they wanted, known as TV Everywhere.

According to study data, 54 percent of young people ages 18 to 24 who don’t have a cable subscription were more likely to sign up if there was a TV Everywhere option, and 47 percent of people age 25 to 34 were more likely to sign up when TV Everywhere was offered. Furthermore, the survey found when young people age 18 to 24 knew they could watch their paid TV from their smartphones and tablets they were 23 percent less likely to cut the cord or switch providers. Yet the problem for providers seems to be one of ignorance; about two-thirds of all consumers are unaware of television providers’ TV Everywhere options.

Mobile Ads Go to College

By | Acumen Insights

Research from the Interactive Advertising Bureau shows college students are quite open to mobile advertising. Compared with 22 percent of the general population, 28 percent of college students say mobile is the platform with the most relevant ads and 55 percent say they take some action when seeing a relevant ad on their mobile device. But tapping the ad is not the most common type of interaction; while students are less likely to actually tap the ad than all other smartphone users (12 percent versus 16 percent), they are significantly more likely to search for information (13 percent versus 10 percent) and screenshot ads (13 percent versus 7 percent). Additionally, college students are significantly more likely to buy products or services on their smartphone than other smartphone users (73 percent versus 66 percent), and 23 percent of students say they often use their smartphone for online purchases.

There are some notable differences in the ways male and female students approach mobile ads. For example, male students are more likely than female students (33 percent versus 24 percent) to cite mobile as the platform with the most relevant ads, and male students are much more likely to trust brand-sponsored content than female students (38 percent versus 25 percent). Furthermore, about 22 percent of female students say they’ve interacted with mobile ads more than 10 times in the past week, compared to just 14 percent of male students. Finally, about 19 percent of female students say they most often notice tailored ads in social media versus roughly 12 percent of male students.