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  • Will brands really pay to be ridiculed?
  • Will brands really pay to be ridiculed?
    jev55, Creative Commons (2010) ©
CASE STUDY

The Onion Labs: getting paid by brands to ridicule them

It may have once satirised branded content – “oh, awesome, a sponsored post by a snack food company on my favorite media website” – but with the creation of an in-house advertising agency, The Onion will now cater to marketers with native videos and articles. Why would any brand pay to be ridiculed?

Location United States

Scope
Satirising everything from the topical – ‘CIA Realizes It’s Been Using Black Highlighters All These Years’ – to the trivial – ‘Putting Head In Hands And Moaning Quietly Still Best Way To Get Through Next Several Seconds’ – The Onion has established itself at the forefront of online humour. The famously funny newspaper-turned-website will now turn its hand to advertising through The Onion Labs, serving up native content for brands.

The first step in creating successful content for marketing is identifying the media that a brand’s audience consumes. [1][2] With a catalogue ...

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