Marketers Find Opportunity in Branded Entertainment by Sarah Skates
Total Page：16
File Type：pdf, Size：1020Kb
page 1 Friday, December 11, 2009 Marketers Find Opportunity In Branded Entertainment by Sarah Skates As the effectiveness of traditional Taylor Swift. The series was a win-win advertising methods face challenges, for everyone: it kept the audience’s marketers are searching for new ways to attention during commercial breaks, which connect with audiences. A growing trend was good for the sponsor, and gave a rising called branded entertainment is helping star the chance to connect with fans. The advertisers reach consumers through Short Cuts series is still in production today. short, episodic series which air during The concept of creating outlets as a the commercial break of a television show, vehicle for advertisers to spread their or online as webisodes. The series are message isn’t a new one. When WSM sponsored by companies radio opened in 1925, it and products which are was started by National integrated into the storyline. Life insurance, with WSM Nashville’s Rink standing for “We Shield Entertainment began Millions.” producing branded Jim Rink explains the entertainment content current trend, “The about four years ago. sponsors on Madison (www.rinkentertainment.com) Avenue are looking for Company founder Jim branded opportunities Rink, also a co-producer of where there is either a the CMA Music Festival co-promotion, or what television special, says they call a ‘hybrid ad.’ GAC executive Sarah Sponsors are moving Trahern turned him on to Lifetime's "Get the Look of Army more and more money the concept. With her Wives" vignettes featured celebrity away from traditional assistance, Rink’s first make-up artist Ashunta Sheriff 30-second spots and into using Mary Kay products to show branded endeavor was co- more branded opportunities viewers how to "get the look" creating and producing the of the series' characters.(L-R): that make some sort of GAC Short Cuts series Sheriff and Rink Entertainment's emotional connection with starring a then 15-year-old Jim Rink. the audience.” ©2009, MusicRow Communications, LLC—ALL RIGHTS RESERVED [email protected] page 2 Friday, December 11, 2009 ©2009, MusicRow Communications, LLC—ALL RIGHTS RESERVED [email protected] page 3 Friday, December 11, 2009 Engaging the audience is key to making branded entertainment work. With the growing popularity of DVR and on-demand, viewers often fast-forward through commercials, much to advertisers’ dismay. But if there is an entertaining story that airs during those breaks, viewers are more likely to watch. “You’ve got to come up with a clever way to engage an audience, to communicate with them,” says Rink, who helped Red Roof Inn launch the Red Roof Loves Country campaign. “The brand is looking for an opportunity to connect with that audience on a lifestyle and emotional level.” The lifestyle connection was a main component of the Red Roof campaign which featured Little Big Town, Whitney Duncan, Rascal Flatts visited children at the Monroe Carell Jr. Children’s Hospital at and Phil Vassar. Vanderbilt yesterday (12/10). They flipped the switch for the inaugural tree Recently Rink has been working on the Army lighting on the hospital’s Main Street. Pictured: 8-year-old Ireland Lane, who Wives Give Back micro series. With sponsors such interviewed the guys for a local Nashville television station. as Yoplait and Hallmark, the two-minute spots air during commercial breaks of the hit Lifetime show and feature the show’s stars. One segment made the Top 5 Hybrid Ads in Brandweek’s Oct. 19 issue. A recent New York Times piece [Nov. 23, 2009] noted the rising use of branded entertainment, pointing out how many major players are on board with the concept. Sex And The City writer Candace Bushnell is behind a new Maybelline cosmetics web series called The Broadroom. And NBC Universal opened a Digital Studio division last year specifically to produce shorts for online viewing, which are usually about three to seven minutes each. The production and placement of webisodes can vary. The Times reports production costs ranging from tens of thousands to $2 million. And Trailer Choir joined hostess Hazel Smith at her home for a holiday inspired while companies such as Maybelline offer shows on segment of CMT’s Southern Fried Flicks. The episode will begin airing Saturday their own Web sites, others are taking their series (12/12).Trailer Choir is rockin’ a holla-day version of “Rockin’ The Beer Gut” to more popular Internet destinations. Sponsor currently receiving airplay. Check out the video for “Cheer Gut”: http:// Hidden Valley Ranch will show its Garden Party www.trailerchoir.com/videos. (L-R): Smith, Big Vinny, Butter and Crystal Hoyt. ©2009, MusicRow Communications, LLC—ALL RIGHTS RESERVED [email protected] page 4 Friday, December 11, 2009 webisodes—from NBC Universal Digital and starring Jennie Garth—on ivillage.com. Next these series could start popping up in other outlets as well. They can be strung together for video-on-demand or shortened to a minute or less for viewing on mobile devices. Leadership Loses Two Leadership Music Operations/ Development Manager Dawn Shrum and Communications Manager Abby White Plachy, Jake Owen, Jason Michael Carroll and Randy Houser were among the artists are both leaving the organization effective performing this past Sunday (12/6) at 99.5 The Wolf’s "12 Man Jam" at Billy immediately. Shrum is set to join with Bob’s in Ft Worth, Texas. (L-R): RCA Nashville promo rep Liz Sledge, Owen, Vision2Venture, a Venture Development firm and Carroll, Arista Nashville’s Diane Monk, KPLX PD Mark Phillips, Houser and Plachy, a current columnist for Her magazine Universal Records South’s Karen McGuire. (owned by the parent company of MusicRow) will continue her scribe duties while pursuing new opportunities ([email protected]). According to LM Executive Director Kira Florita, "Dawn and Abby have both been great suporters of our organization and we wish them all the best. We expect to be filling their positions early in 2010." Lilith Country The upcoming 2010 Lilith Tour has announced artists set to perform on next summer's shows including country artists Miranda Lambert, Emmylou Harris and Sugarland. Additional confirmed Better Angels Music recently gave a Writers In the Round performance at the artists include: A Fine Frenzy, Nashvillian Butterfly Nashville Rescue Mission. (L-R): Todd Wilkes, Better Angels Creative Dir.; David Boucher, Chairlift, Colbie Caillat, Corinne Bailey Rae, Byrnes; Jay Brunswick; Lee Ann Dichtel, Special Events Coord. NRM; Ashley White, Better Angels Creative Asst.; Currey Womack, Sr. Mission The Barnabas Erykah Badu, Indigo Girls, Jennifer Knapp, Jill House; Ward Davis; Jason White; and Matt Rogers. ©2009, MusicRow Communications, LLC—ALL RIGHTS RESERVED [email protected] page 5 Friday, December 11, 2009 Hennessy, Jill Scott, Mary J. Blige, Meaghan Smith, Josh Canova is a singer- Metric, Sara Bareilles, Sarah McLachlan, Serena Ryder, songwriter from Los Angeles Sheryl Crow, Vedera, Vita Chambers and Zee Avi. whose songs have been heard Miranda Lambert commented, "I am excited to be part of on the soundtracks of such hit a tour that celebrates and acknowledges talented women TV series as One Tree Hill, Alias from all genres of music, and am so proud to have the and Joan of Arcadia. The 10- opportunity to join the prestigious line up of past female song Adios is his first country artists who have performed on Lilith Fair.” For complete CD, and it earns him a info visit http://www.lilithfair.com DisCovery Award. TIMOTHY CRAIG Urban Upside Down Under One Small Miracle “I’m really looking forward to Writer: Timothy Craig; Producer: presenting the show in Australia,” Tom Harding & Timothy Craig; Keith Urban told reporters in the Publisher: Timothy Craig, parking lot at Melbourne International ASCAP; Ball & Chain (track) Airport. “It's been a really long time.” (www.timothycraig.com) The Aussie guitar slinger's Escape —This acoustic ballad of pleading Together World Tour has been in and yearning is Craig’s finest progress since last May and will launch Keith Urban single to date. I like the simplicity in Australia on Dec. 12. "It's a kick-arse of the organ/accordion/guitar arrangement as well as his way to end the year," replied Urban in heartfelt vocal. It is a benefit disc for St. Jude’s. reference to his four Grammy nominations. Urban has also been nominated as Tennessean of the Year by ALAN JACKSON/It’s Just That Way Nashville's local newspaper. Writer: Vicky McGehee/Kylie Sackley/Keith Stegall; Producer: Keith Stegall; Publisher: Middle Child 2/Big Loud Bucks/ Steal Wheels/Figjam/Sony-ATV Tree/Ya Mon, BMI; Arista DISClaimer by Robert K. Oermann —Alan has seldom sounded warmer than he does on this It is “ballad” week here on Music Row. lovely ballad. His love, he sings, is as natural as daylight Steve Azar, Alan Jackson, John Anderson, Carrie and darkness. The steel solo is enchanting, and the Underwood, Timothy Craig, Josh Canova and John Fogerty production is perfection. In a word, dreamy. are all vying for your attention with slower-paced outings. The lone upbeat tunes worth spinning are Darryl Worley’s DERIC RUTTAN/Sing That Song Again mid-tempo groover and Deric Ruttan’s hooky bopper. Writer: Deric Ruttan/Ben Hayslip; Producer: none listed; Of those balladeers, Steve, Alan and Carrie were the Publisher: none listed; Black T (track) (www.dericruttan.net) ones in contention for our Disc of the Day award. Sweet —Ruttan has scored big as the co-writer of “What Was I Carrie Underwood, who also happens to be the only Thinkin’” and “A Lot of Leavin’ Left to Do” by Dierks female in this week’s stack of platters, takes home the Bentley, of “Guys Like Me” by Eric Church and of cuts by prize.