Brand Becomes Part of the Content
August 21, 2008 by david
Even as print media and television find it increasingly difficult to maintain their audiences, advertisers are finding it harder to grab the attention of these prospective customers as well. Our habits are evolving with the ongoing digital revolution and some leading brand name companies are starting to produce their own content to reach their desired target market. Content being short films or articles where brands are weaved in with the actual content.
I’m not referring to the can of coke or bottle of beer sitting on the table for all to see, although that can be effective too, I’m talking about movies being produced by businesses with the primary objective of creating a hit movie people want to watch. If their movie hits it will go viral reaching more viewers (i.e. prospects) without any additional cost. Call it the anti-Tivo. People don’t forward through a great video, they forward it to their friends.
The short Featured Video was produced by BMW and is an excellent example of an advertiser becoming a producer with their brand (BMW 740i) not-so-coincidentally being right in the middle of the movie start-to-finish. It bares no resemblance to a commercial and young males, the ultimate BMW prospect, will love the flick.
My point? Times are changing and changing fast. Today’s effective advertising is not advertising at all. What works better is your brand being there when your customer or prospective customer is doing something they enjoy doing. For a BMW a series of short films works superbly. For a small restaurant it might be rolling out and maintaining a blog or holding a contest or throw-down between two chefs. Of course, the video would go on YouTube and the local press would have to be there to cover the story as well.
Just watch my teenagers TYPING on their cell phones while listening to their iPods with no TV in sight and think about how you’re going to get their attention and business 10 years from now. Better start preparing for the future because it’s here now. Enjoy the movie!
