Mar 12, 2008
Branded Entertainment on the Web
In today's world where viewers are equipped with the ability to fast-forward through commercials with DVR, companies are trying to find new ways to target a niche audience in the most cost-efficient way. In an effort to do so, "branded entertainment" which has typically included event sponsorships and paid product placements in movies and on television by large companies has developed a new marketing technique. Companies such as Reebok International have developed 30 minute TV show format "webisodes" starring famous athletes in a new effort to reach young consumers.
Reebok launched "Framed" in November 2007 which is actually a series shown on the Independent Film Channel. Each 30 minute show stars an athlete who choses a person to be their interviewer for the duration of the program. The chosen interviewer is then in charge of "directing" a short film featuring the athlete. For example, one episode starred Allen Iverson and rapper Nelly as his interviewer just chatting while riding on a private bus. The shows have a sort of reality show feel as they provide the viewer with a behind the scenes look into the life of the athlete. And of course, all of the stars of the show wearing Reebok.
While the total effectiveness of this type of advertising is still not known, branded entertainment is expected to demonstrate double-digit growth through 2012. Just this past year spending on this type of advertising has risen 15% to 22.3 billion, a whopping 8% of all advertising spending.
Reebok launched "Framed" in November 2007 which is actually a series shown on the Independent Film Channel. Each 30 minute show stars an athlete who choses a person to be their interviewer for the duration of the program. The chosen interviewer is then in charge of "directing" a short film featuring the athlete. For example, one episode starred Allen Iverson and rapper Nelly as his interviewer just chatting while riding on a private bus. The shows have a sort of reality show feel as they provide the viewer with a behind the scenes look into the life of the athlete. And of course, all of the stars of the show wearing Reebok.
While the total effectiveness of this type of advertising is still not known, branded entertainment is expected to demonstrate double-digit growth through 2012. Just this past year spending on this type of advertising has risen 15% to 22.3 billion, a whopping 8% of all advertising spending.
Post Perma Link posted by TV Overstocks @ 10:18 AM 
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