Official Launch of Cambio from AOL, Jonas Group, MGX Lab Presents Entertainment 2.0 for Teens via Interactive Teen Site
Founding Partners such as JCPenney Focus on Branded Integration
July 27, 2010 -- The official launch of Cambio online today is the result of a partnership between AOL, The Jonas Group and MGX Lab that began in 2009 and combines the collective resources, experience and expertise of each of the three industry leaders to provide exclusive video, information, social interaction, and compelling entertainment to teens. The new online network combines original programming with interactivity to offer "entertainment 2.0" for teens. The site will feature a daily show, series, specials and news about today's brightest stars while live chats provide a chance to be part of the action and social networking components provide a feeling of community amongst users.
Cambio is a subscription-free site that has aligned with founding sponsorship partners such as JCPenney whose brands are a part of fans' daily lives. Programming created through these partnerships will showcase audience-appropriate products in an informative way.
"Our goal at AOL is to produce original, high quality content at scale, creating incredible online engaging experiences for our users," said Tim Armstrong, chairman and CEO, AOL. "Cambio is a first-of-its-kind experience for teens allowing them to interact directly with their favorite celebrities and artists. This type of premium offering has already resonated with our advertising clients."
Kevin Jonas Sr., co-founder of The Jonas Group stated, "When you look on the Web right now, there aren't many sites breaking down that barrier between the stars and their fans-that's what we're here to do. Cambio is the one and only place that brings content, celebrities and their fans together."
Keith Wortman, President of MGX LAB stated, "We developed the Cambio platform to set a new bar in digital media and entertainment, as this platform serves as both the foundation for building the Cambio brand, and as the premiere on-line destination for advertisers to connect with the global teen and young adult audience.
As part of its integrated programming partnership with Cambio, JCPenney will serve as the exclusive retailer of the site's style show, Cambio Style, a helpful "how to" program that offers viewers an inside look at topics ranging from "who's wearing what on the red carpet" to "here's what's 'in' now." At the end of each show, tips on how teens can affordably recreate each show's looks at JCPenney rounds out the program. The JCPenney partnership also entails four specials, including plans for an upcoming style ambush of a fan at JCPenney.
"When it comes to marketing to teens, JCPenney has always led the way with cutting edge, creative marketing," said Mike Boylson, executive vice president and chief marketing officer for JCPenney. "Through our unique collaboration with Cambio, we're able to reach teens through exclusive, groundbreaking and original content while showcasing the exciting and affordable fashion that can be found at JCPenney."
Other partners, such as Bayer Diabetes Care, will engage with the site on short-term projects. Through the month of November (National Diabetes Awareness Month), Bayer's sponsorship of Cambio Cares – a twice a month show focused on celebrities doing good – will result in branding presence on the Cambio Cares page and a look at ways Bayer is helping to simplify life for people with diabetes.
Cambio aims to offer interactive, informative, entertaining, up-close and real content for teens with today's top stars. The combination of unique programming and enhanced interactivity truly distinguishes Cambio. The Cambio Remote – a remote-shaped icon at the top right of the Cambio homepage – is the key to the fans' experience, allowing them to manage favorites & alerts, connect with their AIM buddies, share videos and more. Live chats, interviews based on viewer submitted questions and fun contests are other ways that Cambio ensures fans lots of interaction.
The slate of Cambio programming is committed to fulfilling the core requests of fans by offering spontaneous artist-generated videos, special-event programming (news from the red carpet, live streaming, live chats) and original, episodic programming on daily, weekly and/or monthly schedules.
Cambio's current slate includes:
CAMBIO CONNECT – The hub of Cambio's programming, Cambio Connect is a daily show originating from Hollywood and hosted by Quddus (former MTV host) with celebrity interviews, performances and red carpet events plus the latest news from Hollywood.
CAMBIO CARES – Cambio's social-responsibility themed series dedicated to showcasing top stars as they make a difference and fight for a cause close to their hearts. Previous episodes featured Demi Lovato visiting Chile with the Red Cross to bring letters of support from U.S. students to students in Chile that offered encouragement after the recent earthquake, while Jordin Sparks' visit to the Gulf of Mexico to observe the effects of the oil disaster focused on residents of New Orleans who discuss their feelings about the disaster.
CAMBIO GOES HOME - Cambio travels home with artists to see where they grew up, where they hung out, who their friends were and what shaped them to be what they are today. The first episode of Cambio Goes Home on 7/27 will feature a visit home to Glendale, AZ with Jordin Sparks. In an upcoming episode on 8/10, Cambio travels with Matthew Morrison (Glee) to his alma mater, the Orange County High School of the Arts, and visits with students in the school's summer program and also made a surprise charitable donation to the school. Viewers will hear from Morrison as he speaks about the lessons and experiences he's had since his time there as a student.
CAMBIO STYLE - A web-series sponsored by JCPenney which focuses on the latest trends in fashion, make-up and design. The Cambio Style team which includes stylist Michelle Tomaszewski (The Jonas Brothers, Demi Lovato) and hair/make-up artist Marissa Machado (The Jonas Brothers) will discuss and demonstrate all the new styles. Fans will also see inside the artists' dressing rooms, get the inside scoop on what the artists are wearing, and learn artists' favorite fashion finds and secrets.
ROAD DOGS - Join the Jonas Brothers as their softball team competes with local teams around the country - behind the scenes in the locker room, the dug-out and on the field for the greatest show on dirt!
Cambio SPECIALS – Covers the hottest events through live stream, miniseries and live chats. Cambio specials include: Warped tour behind the scenes with We The Kings, Nick Jonas in London, Demi Lovato's South American Tour and live chats with Demi, the Camp Rock Cast and more.
Cambio SHORTS – includes behind the scenes interviews and outtakes from some of your favorite artists and interviews, as well as artist generated videos.
Cambio is a subscription-free site that has aligned with sponsorship partners, such as AT&T and JCPenney whose brands are a part of fans' daily lives. Programming created through these partnerships will showcase appropriate products in an informative way.
Cambio is a trustworthy, interactive entertainment experience, connecting teens and young adults to their favorite celebrities and musicians. This iconic destination delivers an experience fusing information, social interaction, exclusive video and compelling entertainment content together to bring our passionate audience from fans to friends.
For more information visit www.cambio.com.
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