The technologies that have allowed viewers/users to ignore traditional advertising have forced marketers to become smarter and more consumer-friendly. Media meant to sell has become the entertainment people crave.
NBC recently announced the forthcoming launch of Didja.com, which will feature NBC’s archive of current and classic TV spots, movie trailers and other “brand-related” content. A similar product from TBS, Very Funny Ads, (Tilzy.TV) “has delivered more than 63 million video clip views since its introduction last August” according to a New York Times article and has created quite a buzz. So, Michael Arrington thinks that Didja is off the mark, but there’s no questioning the increasing blur between marketing and entertainment.
The last several episodes of LonelyGirl15 (Tilzy.TV page) have been an advertisement for Neutrogena. MeowMix, Brawny and BurgerKing have all created online reality shows to showcase their brands. The online sitcom Clark and Michael (Tilzy.TV) is looking more like an extended promotion for Superbad.
A viral vid, it seems, has become the holy grail of online marketing with fresh creative tactics introduced almost daily.
What next? Perhaps a riddle backed by a large brand… can you guess which one?
Dan Fielding’s mission in life is to help 20-something guys take control of their chaotic home lives (and make himself rich and famous in the process). But who else is trying to get rich?
Marketing that withholds the brand? My interest is piqued.