This one hits the New Marketing Richter scale on a number of levels. I've been a long time fan of Reebok's New Marketing - from Terry Tate to Whodunnit to the new VOD tie-in to their global "I am what I am" campaign.
On a personal note, I wrote about the practice of what Fire-man spearheaded for Rbk with respect to creating long form and on-demand content around their celebrity-rich advertising. It's really encouraging to see the future being practised in the present. As interviewed in iMedia, Reebok has piloted a program with Comcast in Philly which includes outtakes, behind-the-scenes bonus footage etc.
Here's the kicker my pretties...Reebok content has been selected over 400% more than any other content on the Comcast in Philly - program or advertorial.
Content is King and when advertising is perceived and consumed as content, everybody wins.
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