3Screens

Firebrand Makes Its Debut As The First 3 Screen, Multi-Platform Network Dedicated to Commercial Culture

Firebrand, a revolutionary new network that programs only the best television commercials, made  its multi-platform debut last night on the ION Television Network at 11 pm ET, and simultaneously 24/7 with streaming video on www.firebrand.com. In addition, Firebrand will be available for mobile on demand and via iTunes’ free downloads.  AT&T has an agreement with ION to carry the network's programming.

Firebrand is claiming to feature the most creative advertising, best video game trailers and special promotions, providing a unique destination for commercial culture. Firebrand programs TV commercials the way music networks have programmed music videos.

As Firebrand premieres on ION Television, consumers will see a line-up of the familiar, funny, sexy, controversial, edgy, poignant, and downright ridiculous. In the first hour on Firebrand, viewers will see spots from renowned directors like David Fincher, catch commercials that feature great actors like Clive Owen, and view a new twist on a Madonna video in a spot all the way from Egypt. Viewers will also be able to enjoy some of the best ads from past Super Bowls.

CJ's (Commercial Jockeys) Are the New V-Jays Of Firebrand
Firebrand will enlist the aid of “Commercial Jockeys” or “CJs” who will guide the viewing audience through award-winning ads, exclusives, director’s cuts and never-before-seen-on-TV commercials. In its first month, Firebrand will feature commercial celebrities like the Dell Dude, Ben Curtis, Capitol One’s angel, Jay Klaitz, and the young star of Mr. Magorium’s Wonder Emporium, Zach Mills. Each will make a guest appearance on Firebrand, talking about their favorite commercials, setting up spots and sharing their playlists

To kick off the holidays in style, Firebrand will launch its “Twelve Days of Firebrand,” with a daily prize giveaway that gets better each day. Prizes will include X- Boxes, video Ipod Nanos and a grand prize that includes VIP tickets to professional football’s biggest game.

All in all a pretty good idea, but.....

Chris Albrecht over at NewTeeVee has a very good post giving his mixed take on the Firebrand concept.  Read it here.

Firebrand - Opt-in Entertainment and Marketing Destination to Launch on TV, Web and Mobile

Would you tune in, log on, or browse to watch commercials on one of your three screens? 

Firebrand is a new, opt-in entertainment and marketing destination that gives consumers interactive access to their favorite brands, products and promotions, and launches on October 22nd.

The idea behind Firebrand is to offer programming  the “coolest” TV commercials the way MTV used to program music videos, creating the first multi-platform network to go “live” simultaneously on TV, the web and mobile.

Firebrand has also built personalization tools so consumers can create their own playlists and share their favorites spots.    Firebrand’s primary demographic is the highly desirable “Gen Y/Millennials,” who voraciously consume pop culture, and are already sharing commercial content with their friends. This group boasts purchasing power of more than $200 billion a year and already account for 40% of Internet shopping.  But, Gen-Xers and Boomers will also find something they like on Firebrand, with playlists that include their favorite brands, vintage commercials, special promotions and the best international spots.

Firebrand also features ‘Commercial Jockeys’ or CJs to contextualize commercials as art and guide viewers through the spots, contests and promotions.

Firebrand will also provide advertisers with the Firebrand Dashboard ™, an innovative diagnostic tool that integrates industry standard television and online response data. For the first time, advertisers can see TV viewing and online clicks side by side, for specific spots and offers, delivering advertisers a meaningful ROI analysis.

Having seen the video above, would you watch Firebrand?