In October, Sony’s Crackle the multiscreen video-on-demand (VOD) content network featuring Sony film and TV titles, and Crackle original productions, launched its first mobile application on the Android mobile platform and additionally. released an optimized version for Google TV. Crackle is conspicuously absent from Apple products though they claim a partnership is in the works.

Until now, you could only access Crackle on their home site, Playstation, and on Crackle’s branded channels syndicated on bigger VOD players such as Hulu and Youtube.

While Hulu, Youtube, Netflix, and the studios’ online homes have quickly captured users as the major destinations for online video, Crackle has had a relatively snail-like uptake since acquired by Sony in 2006 (known then as “Grouper”). In hindsight, it looks as though Crackle has been quietly watching and crafting a competitive platform strategy while these other destinations’ picked their dance partners and have enjoyed larger audiences.

Other competing content networks, such as Joost, have not had the luxury to wait and watch. Crackle owes its resilience to its plum position as the default new media extension of Sony Pictures- it was a long-term investment by Sony who could afford a few years of underperformance.

With these latest moves, Crackle is coming-out in a big way. They brokered a larger overall partnership with Google, beginning with the Android application. As the first subscription video application on the platform, Crackle has chosen the “freemium” model, like Hulu Plus, to attract subs: the basic download is free and allows for basic content access, hopefully enticing an upgrade to monthly subscription. This model has momentum- in fact, as Gigaom reports, one-third of top-grossing iPhone applications are Freemium.

Crackle position on Google’s Android allows for better positioning. On the Android, in contrast to the iPhone, Crackle does not have Hulu or Netflix to compete with- for now. This will lead to expected increased traffic and consumer awareness of Crackle- now that it is accessible on more screens and prominently, at least on Android phones.

From a consumer perspective, Crackle’s launch on mobile and Google TV is great news because it opens increased viewing options. It will be interesting to watch where we find Crackle next and how it fairs in competition with other VOD content options, considering increasing competitive coexistence on all platforms in the future.

-Russell Kummer

The website features a model village populated by miniature inhabitants comparing the price of a car with the price of other daily goods consumed over one’s lifetime.

You can log onto the site and calculate how much your living costs are and share with your friends on the Facebook.

Aside from triggering the good, warm childhood memories of the game of “Life,” it aims to highlight their cars as good value for money.

Another very clever and attractive way to engage the consumer indirectly.

Check it:

www.truelifecosts.com

-Ashlye Vaughan

Thrillist.com brings great content to a desirable demographic (young guys)but content companies can no longer be in one medium.  Here they are developing a visual style to their editorial content.  Video is not an option anymore – if you want to be relevant, you need to have at least the option of video.  The hardest part for places unaccustomed to making video is changing mediums and creating something cool.  The expectation for someone who has dominated one mode of communication is much higher.  Thrillist.com cannot afford to put out sub standard videos because they already have a great written content.  Excited to see how these guys manage that transition.

Brilliant marketing by Ralph Lauren.  This is a fashion show online with commentary and the ability to purchase items as they walk towards you.  There is a big trend across all industries of cutting out the middle men or the ‘arbiters’ and going straight to the consumer.  Online shopping first made its mark because of the convenience factor but now retailers are realizing that creating an embedded experience for online shopping is important.

Funny and clever.

Spike Jonze Spends Saturdays is unique because Spike’s insight into the creative process comes from a personal place.  Credibility is the most important aspect – and Spike’s natural curiosity drives the interview.  It’s not polished, it’s not snazzy – but it’s fascinating – and isn’t that all that matters?  Young people making it happen.  Make your story.

Yes – Olivia Wilde is important – gorgeously important.  But just because she is married does not mean you should be angry.  Her husband made a cool series of videos about political artists.

It’s the type of art that will not be seen by many but I am damn happy that someone makes.  What is more important – that your art is seen or that it was made with purpose and drive?

Too many people think of distribution and the end goal instead of the process.  Focus on making something great and the ends will take care of themselves.  Also, her husband is the son of an Italian prince…

Quincy Smith has the connections, experience and media savvy to be a big time player.  Or rather bigger than he already is.  You know you are in a good when you leave a job and your former employer (CBS) signs up to be your first client.

Its just important that you know his name and follow his new company CODE Advisors.  I heard this guy speak at a Paley Center event last year and he is super legit.

Bright, quick and savvy – I look forward to following his career from here.

This is David Lynch’s INTERVIEW PROJECT.  Fascinating stuff.  Truth is much stranger than fiction.