[June 24, 2016] |
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Time Inc.'s New Brand INSTANT Officially Launches at VidCon
Today Time Inc. officially launched INSTANT, a groundbreaking new mobile
video platform about and by 'The New Famous' - the digital artists of
YouTube (News - Alert), Instagram, YouNow, Musical.ly, and beyond.
Designed exclusively for mobile web, with 100% video content, as well as
all native and branded advertising, INSTANT delivers a fluid video
stream allowing the audience to engage with content immediately,
intuitively and without interruption. INSTANT delivers a native-app-like
experience directly in the mobile browser at INSTANT.ME, with no
extra download required. Daily editions of INSTANT will feature
snack-sized, share-worthy videos - called "Instants" - across many
digital verticals, including entertainment, beauty, fashion, food and
social media. INSTANT content will also be programmed bespoke for the
social ecosystem, on Facebook, Instagram, YouNow, and more, and will
also live on the sites and channels of PEOPLE, Entertainment Weekly, and
HelloGiggles.
It was also announced today that Degree Deodorant, the world's first
deodorant activated by movement, has signed on as INSTANT's exclusive
advertising partner. As the exclusive sponsor, Degree Deodorant will
provide native advertising content to support and generate awareness
around the editorial offering.
"We're thrilled that INSTANT is live and that we can finally share its
vibrant, addictive experience with our audiences," said Will Lee,
Digital Editorial Director for People and Entertainment Weekly.
"With an all-star editorial team led by Editorial Director Kirstin
Benson, our launch squad of exceptionally talented digital artists, and
a partner like Degree Deodorant, INSTANT is a product we are
tremendously proud to reveal to the world."
"As the market leader, Degree Deodorant is all about breakthrough
innovation, so we're excited to collaborate with Time Inc. (News - Alert) in launching
this unique and innovative platform," said Matthew McCarthy, Senior
Director of Deodorants and Men's Grooming for Unilever. "INSTANT's
ground-breaking approach to content curation will inspire, educate and
entertain audiences here and around the world."
Also today, at VidCon 2016 in Anaheim, Calif., INSTANT unveiled its
"Launch Squad," a select group of remarkable digital artists who will
create original content for and be covered extensively by the platform,
spread the word about INSTANT, and work with the editorial team on
various events and live programming. Current Launch Squad members
include Baby Ariel, musical.ly's #1 artist, Jake Paul,
Vine sensation and star of Disney (News - Alert) Channel's "Bizaardvark," homegrown
YouNow star RudanC, multi-platform actress/comedian/singer Teala
Dunn, fashion and beauty guru Mia Stammer (aka
MamaMiaMakeup), and INSTANT's very first "Petfluencer," DJ Mini Matt, whose
owner happens to be YouTube star iJustine. INSTANT will also be
working at launch with a selection of HelloGiggles' best and most
popular contributors on original and syndicated franchises for the
platform.
INSTANT's slate of original launch series includes:
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You Should Follow: From dancers, musicians and digital artists,
this series will unearth mesmerizing social up and comers who are on
the brink of becoming the new famous
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Just the Tip: Digital artists, celebs, and INSTANT editors
provide the essential tips and tricks on how to instantly become the
next big social star or digital guru.
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The INSTANT Mix: An expertly curated set of covers of the
hottest tunes to get you up in the morning, sometimes by a surprise
musical guest or DJ
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Around the World - In an Instant: Audiences will discover the
best new digital artists overseas, cultural phenomenons, and global
movements that are taking the web by storm
INSTANT is also partnering with platforms Musical.ly and YouNow to
create programming where its audience spends its time. In addition to
custom vids with Launch Squad member Baby Ariel, this summer INSTANT
will promote the "Muser Monday" challenge on Musical.ly, inspiring users
t participate in unique mash-ups and music video themes to become an
INSTANT digital star. "Musers" will be featured weekly on INSTANT.
INSTANT will also partner with popular live broadcasting platform YouNow
to launch a brand-new summer show fittingly titled IRL. Hosted by
Launch Squad member RudanC, this weekly YouNow talk show will follow the
YouNow star on tour as he breaks down the biggest happenings in the
digital sphere and interviews special guests.
Join the conversation with the hashtag #INSTANT and experience INSTANT
online @instantdotme (Twitter (News - Alert)), @instantdotme (Instagram), @instantdotme
(Snapchat), Facebook.com/instantdotme (Facebook), and @instantdotme
(Musical.ly).
About Time Inc.
Time Inc. (NYSE:TIME) is one of the world's leading media companies,
with a monthly global print audience of over 120 million and worldwide
digital properties that attract more than 150 million visitors each
month, including over 60 websites. Our influential brands include People,
Sports Illustrated, InStyle, Time, Real Simple
and Southern Living, as well as more than 50 diverse titles in
the United Kingdom.
About Unilever United States, Inc.
Unilever is one of the world's leading suppliers of Food, Refreshments,
Home and Personal Care products with sales in more than 190 countries
and reaching 2 billion consumers a day. In the United States, the
portfolio includes brand icons such as: Axe, Ben & Jerry's, Breyers,
Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dove personal
care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's
Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus,
Noxzema, Pond's, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave,
Talenti Gelato & Sorbetto, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé
and Vaseline. All of the preceding brand names are trademarks or
registered trademarks of the Unilever Group of Companies. Unilever
employs approximately 8,000 people in the United States - generating
more than $8.5 billion in sales in 2015.
Unilever's Sustainable Living Plan (USLP) commits to:
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Decoupling growth from environmental impact.
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Helping more than a billion people take action to improve their health
and well-being.
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Enhancing the livelihoods of millions of people by 2020.
Unilever ranked number one in its sector on the 2015 Dow Jones
Sustainability Index. The entire Unilever global factory network,
as well as its U.S. non-manufacturing facilities, have achieved zero
non-hazardous waste to landfill status. For more information on
Unilever U.S. and its brands visit: www.unileverusa.com To
connect with Unilever U.S. via Facebook visit: www.facebook.com/unileverusa To
connect with Unilever U.S. via Twitter follow: @unileverusa
About Musical.Ly
Founded in 2014, by creator Alex Zhu and longtime friend, Luyu Yang, musical.ly is
a video social network for creating, sharing and discovering short music
videos. Every day, millions of teens use musical.ly as
an outlet to express themselves through singing, dancing, comedy, and
lip-syncing. The app celebrates creativity with videos recorded in 15
seconds or less and shared across the musical.ly community.
More than half of U.S. teens are users of musical.ly.
Since first being made available in October 2014, musical.ly has
hit #1 in the iOS App Store for free apps in 20 countries - including
the United States.
About YouNow
YouNow is
a live entertainment network that enables audiences and performers real
time interaction. With over 100 million user sessions a month, more than
50,000 hours of new original video content created every day and a
highly-engaged community of young creators, YouNow is a leading live
streaming platform. Major media companies broadcasting on YouNow include
Huffington Post (News - Alert), Buzzfeed, MTV and America's Got Talent. The company has
offices in New York and Los Angeles, YouNow is backed by Oren
Zeev and VCs Venrock, Union
Square Ventures and Comcast
Ventures. Follow YouNow on Twitter and Instagram@younow.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160624005599/en/
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