Taking branded entertainment up a notch
Posted by Peter Kim on May 3, 2006
With the declining efficacy of the 30-second spot, more advertisers have been turning to branded entertainment. Now, some players with big budgets are taking their efforts one step further. Ford is mulling a reality show that's part American Inventor (the ideas), part America's Next Top Model (the aesthetics), part The Apprentice (the commercialization). Procter & Gamble is planning a Martha Stewart-type show based on their Home Made Simple campaign.
Great strategy - if you have the money to do it. Marketers should be careful though to not stray too far into the TV production business - it's a lot deeper than making commercials. No word on whether networks will prevent competitive advertising during the shows - otherwise get ready for some interesting placements ala Domino's/Papa John's. Either way, networks win.
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branded entertainment, advertising, tv ::
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re: Taking branded entertainment up a notch
I like what General Motors did in Las Vegas with 'The Drive' autotainment concept. Television can be boring. Most people want to go out and do something.GM also becomes a marketing & advertising partner of the Las Vegas Monorail Company.
re: Taking branded entertainment up a notch
Ford has a strategy, called "Bold Moves," with Kelly Clarkson, commercials and a Internet component. Watch for "roadblocks", beginning May 4, on AOL, Yahoo and MSN. To boldly go where no Ford has gone before.If your losses are big, I guess you need to make bold moves. The road ahead looks tough for Ford. I have no idea what roadblocks are. Perhaps it is a strategy to sell more police cars. Just speculation.
re: Taking branded entertainment up a notch
Vital Ideas-XMOSThis just in. Online roadblocks literally shook the screen. They were selling trucks.The online campaign also featured broad-reach page takeovers on high-traffic areas of major portals, including the home pages and email sections, – a "digital roadblock" created by Ford’s agency, J. Walter Thompson, Detroit.This research leaves no doubt as to the effectiveness of the Internet as a vital advertising channel and its roleas a research tool when it comes to automotive buying.The reach of the digital roadblocks was on par with what advertisers are used to in traditional broadcast advertising. Moreover, the striking ROI of the online ads greatly outperformed that of the ads in traditionalmedia outlets, making a strong case for online deserving a larger component of auto campaigns in the future.I don't want my screen shook. It looks like fancy corporate screen spam, with a viral marketing edge. Just what we need, digital roadblocks ahead.
re: Taking branded entertainment up a notch
Television will continue to play a vital role in the advertising mix, along with OOH and digital. In fact, as channels become more integrated, the experience across media will become even better. No one doubts the impact of digital in the marketing mix.