Interactive studio RedLever launched a branded entertainment campaign this week that merges the Tone body wash brand with the music of Epic Records. The campaign centers around the VideoBox, a vehicle created by RedLever to deliver music content across the web in a unique way.
“We have partnerships with various music labels to provide entertaining music content such as music videos and behind the scenes clips of their favorite artists,” explained Richard Shore, COO of RedLever. “We then work with brands such as Tone skin care to provide them with the opportunity to sponsor the VideoBox in a national campaign that runs over the Joost Video Network.”
“The VideoBox gives brands a unique way to gain visibility that is completely sticky,” Shore continued. “We have found in test markets that the VideoBox gets very high engagement rates and the average consumer views are longer, which obviously elevates the brand awareness. We also work very hard at matching Tone’s brand essence with the type of music content we populate in the VideoBox.”
Besides the enjoyment of the music and video content, use of the VideoBox can also lead to rewards to it’s audience. Listeners will have the opportunity to enter for a chance to win a spa trip for two.
The VideoBox is only a part of an overall campaign created by Germany-based branding company Henkel and advertising agency OMD that strives to reach a niche audience of younger women. In addition to the Tone VideoBox, the campaign also includes a partnership with MTV and brand integration around the network’s hit show The Hills.