New branding reality: Off-TV platforms
For NBC's newest reality show Meet Mister Mom, all four of the show's primary sponsors not only are integrated into the program and running numerous spots throughout the six-episode series, but they also all have launched marketing and promotional campaigns around their involvement in the show. Mister Mom is the latest example of how for many blue-chip advertisers, the integration of products into program content no longer is enough. More and more brands are setting their sights on a loftier goal: building a marketing platform around a brand integration to take full advantage of the equity of the show. The shining example of such a coordinated TV branding campaign is Sears and its association with ABC's Sunday night feel-good hit Extreme Makeover: Home Edition. American Express also was a trailblazer in this area with its campaign aimed at small-business operators built around NBC's The Restaurant in 2003. Today, as product integration increasingly pervades primetime, marketers are seeking more bang for the bucks they spend on TV. Clorox, which has four Clorox and Glad products featured in NBC's Mister Mom, is running footage from the program in one of its TV ads, buying radio spots, hosting an Internet microsite featuring outtakes from the show and placing advertorials in TV Guide and six national women's magazines.
- 8/5/2005
- The Hollywood Reporter - Movie News
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