The Rise of Content as Advertising
The Rise of Content as Advertising
Pamela Parker's article "Amazon Debuts Short Film Series for Holidays"
describes how Amazon.com launched a short film series starring well-known actors.
The crucial elements of creating these kinds of entertainment films with massive product placement are:
Name stars and feature film / commercial directors Ridley Scott and Tony Scott.
Amazon teamed with agency Fallon Worldwide, which also created BMW's groundbreaking online film series, "The Driver".
The major sponsor is the Chase-issued Amazon Platinum Visa card, with a product placement promotion where cardholders get additional reward points when they buy film-related content.
The content as marketing theme is growing. Last year Amazon hosted a two month long promotion featuring content by authors, musicians and actors.
The last part of the article describes the mix of stars and product placement.
"As the credits roll on each film, users are presented with various links to other places on the Amazon.com site. Each actor and director will have a "boutique" on Amazon.com, where people can buy items associated with the individual, or donate to their designated charities. Actors involved include Daryl Hannah, Chris Noth and Blair Underwood. Products that appear in the films will also be linked, so viewers can buy the featured furniture, apparel, cosmetics, electronics and jewelry."
Bravo, Pamela Parker for an excellent article.
I wonder, how could this trend be used for regional advertisers?
See the entire article at CLICKZ
Amazon Debuts Short Film Series for Holidays
Pamela Parker's article "Amazon Debuts Short Film Series for Holidays"
describes how Amazon.com launched a short film series starring well-known actors.
The crucial elements of creating these kinds of entertainment films with massive product placement are:
Name stars and feature film / commercial directors Ridley Scott and Tony Scott.
Amazon teamed with agency Fallon Worldwide, which also created BMW's groundbreaking online film series, "The Driver".
The major sponsor is the Chase-issued Amazon Platinum Visa card, with a product placement promotion where cardholders get additional reward points when they buy film-related content.
The content as marketing theme is growing. Last year Amazon hosted a two month long promotion featuring content by authors, musicians and actors.
The last part of the article describes the mix of stars and product placement.
"As the credits roll on each film, users are presented with various links to other places on the Amazon.com site. Each actor and director will have a "boutique" on Amazon.com, where people can buy items associated with the individual, or donate to their designated charities. Actors involved include Daryl Hannah, Chris Noth and Blair Underwood. Products that appear in the films will also be linked, so viewers can buy the featured furniture, apparel, cosmetics, electronics and jewelry."
Bravo, Pamela Parker for an excellent article.
I wonder, how could this trend be used for regional advertisers?
See the entire article at CLICKZ
Amazon Debuts Short Film Series for Holidays
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