EXCLUSIVE: The move shows that Edelman Digital is stepping up its effort to introduce clients to gaming and YouTube videos. Rob Jones had been VP Gaming Programming at Machinima, one of YouTube’s most popular channels that specializes in the gaming lifestyle. “It was great being at Machinima, but five years is a long time in digital,” he says. As VP Digital Strategy at Edelman Digital, he’ll help clients including Activision, Samsung, Qualcomm and Volkswagen come up with game plans to spread their messages on the emerging media. Edelman also has hired Sam Kennedy, formerly VP Content and Community at Huddler.com, to be VP Gaming, where he’ll work specifically with Activision.
EXCLUSIVE: Ridley Scott and his commercials production company RSA will team with Machinima to produce 12 short films that will focus on science fiction content that might be grown into feature franchises. Machinima is the top global video entertainment network for males aged 18-34, reaching more than 2.6 billion views monthly. It is the top-rated entertainment channel on YouTube.
Despite turning 75, Scott continues to have an appetite for cutting-edge stuff and emerging technologies. He won’t direct any of these short films but will be a hands-on executive producer with RSA president Jules Daly. With Machinima, they will select directing clients of RSA and figure out what stories to tell.
Machinima has provided a strong springboard for genre content on the web. The network distributed Mortal Kombat: Legacy, which revived the moribund Mortal Kombat franchise. It started with a short film and is now in its second season and led to a feature film in development. Halo 4: Forward Unto Dawn premiered last fall and the series has received more than 3.2 million views.