Customer-obsessed marketing

Taking branded entertainment up a notch

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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