Ogilvy Australia has continued its push into the innovation space, announcing its development of, and investment into, a new global platform called Padlokt.
Padlokt is a new fan engagement service which enables fans to get closer to their idols than anywhere else. The aim of the business is to be the leading platform in bringing fans and celebrities closer.
Padlokt provides an environment where fans get to know the real person
underneath the celebrity, starting as a platform that allows fans to
talk directly to top tier stars from across the globe through a unique
subscription model involving both talent and consumers. As the business
grows other services will be included that extend the offering.
Ogilvy
Australia was a co-founder and was instrumental in its design and
development, launching it to market via its Ogilvy Ventures division.
Padlokt is a stand-alone company with offices in several global
locations.
Says David Fox (left), CEO, Ogilvy Australia: "Ogilvy has
been moving into more of an innovation space for several years,
including the launch of Ogilvy Ventures last year. Our involvement in
Padlokt is part of this move, as we look to not only provide marketing
services to our clients, but create new products and services in the
content space.
"As we collaborate with other companies to launch
new products, we continue to drive a fully-integrated model with
innovation at its core. This change in our business model is really the
platform to drive our growth at scale and at speed.
"Padlokt is
a great example of this model in action. Through Oglivy Ventures, we
helped develop the idea, design and build the platform, and create the
business model to take to market to gain broad investment. With its
launch onto the market this month, we are proud to now be an ongoing
investor and look forward to its growth across the globe."
Anthony
Johnston, head of Ogilvy Ventures said the platform worked by
providing fans with direct access to a variety of stars contracted to
the service, either by being part of a group asking a question via video
from a mobile or desktop, or through watching and listening through a
live stream, accessing a library of video content and reading exclusive
news.
Padlokt also provides a direct and new revenue stream for
athletes via a revenue share, encouraging the talent to continue to
provide access. To help the talent all questions are submitted and
vetted before the video event, with a moderator on hand to ensure the
process runs smoothly.
Padlokt recently partnered with UFC in a
deal to bring some of its top current and former athletes to the
platform, offering subscribers access to live video interactions and
content created exclusively for Padlokt.
These athletes will
join professional basketball player Julius Randle, professional American
footballer Randall Cobb, four-time track and field Olympic gold medal
winner Sanya Richards-Ross, former professional cricketer Adam Hollioake
and US TV personality Marquel Martin as content creators using the
platform. Padlokt expects to announce more partners from across the
sporting, entertainment and lifestyle worlds in the near future.
Padlokt is based out of Australia with offices in Las Vegas, London, Munich, Sydney and the Gold Coast.
Says
Johnston: "Ogilvy Ventures views Padlokt as a way for both talent to
get closer to their fans, but also for brands to engage with consumers
in ways that provide meaningful returns. We have a direct investment in
Padlokt and see building businesses and creating opportunities for our
clients as the future of the ad agency model."
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