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Published by Alina Kulesh
A case study on the Brand as a producer.
A case study on the Brand as a producer.

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Published by: Alina Kulesh on Jun 26, 2010
Copyright:Attribution Non-commercial


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Branducers:a case study 
Product placement and integrationhas single-handedly made a placefor itself in our favourite TV shows,films, and video games.Brands want to be part of TV pro-gramming in order to control what itsaudience (and potential consumers)are...well... consuming. As a pro-ducer the brand does not only havecontrol of the products it places andintegrates into a show, but what theshow is about. Essentially, the brandproducing the show can write the entire series to revolve around its brand as well as the product(s) and service(s) it offers. The following three(brief) case studies will illustrate and exemplify the new producer in the entertainment industry.
Composed by: Alina Kulesh@alinakulesh
first response
First Response Pregnancy (Church & Dwight co.) and TLC.com teamed up in April26 2010 with the mission to document the experience of six women attempting toconceive. The series allows all of these women to document their own personalexperiences in the form of video. The series main distribution channel is online.
 AConception Story 
on tlc.discovery.com houses each episode--that closely resemblea vlog post--along with profiles of the participants and the featured doctor, links tothe women’s blogs, and various resourceful links regarding pregnancy and childbirth. The message is clear: if you want to be pregnant, tlc.discovery.com is theplace to be.Most importantly, the logo and the products of First Response are in multiple locations on the web site. Maybe TLC does view First Re-sponse as the leader in at-home pregnancy detection, but the web series’s heavy emphasis on the product has a lot to do with the fact that
First Response is the
of this show. Each webisode begins with an advertisement for First Response Pregnancy and Ovulationtests. The women talk about and endorse the product through out their vlogs. The web site, that is in the same pink hue as the brand’s pack-aging, is heavily decorated with First Response logos and ads. The webisodes have the look of a home video and are not glossy prime-time TV shows. They are accessible 24/7 and can be paused and rewound whenever and wherever. First Response’s web series
 A ConceptionStory 
, reaches out to their target consumers through the form of “entertainment”.
 Newman, Andrew Adam. "Advertising - Pregnancy Test Maker Finds Opportunity in Personal Stories - NYTimes.com."
The New York Times - Breaking News, World News & Multimedia
. 02 May 2010. Web. 10 June2010. <http://www.nytimes.com/2010/05/03/business/media/03adco.html>.
feet to head
Skechers USA Inc. announced on June 14 2010 that they will beincluding a free (preview) DVD of their animated TV series,
into one million kids shoe boxes for back-to-school.
Established in2009, Sketchers Entertainment has been striving to engage its audi-ence with their product on a deeper level than just through pur-chase.
is said to air in Fall 2010 on
Nicktoon ; 
it is a 2D ani-mated series with 3D CGI effects staring “3 Heroes...2 Cities...1World”
. Vice President of Creative Development, Kristen van Cott,is more than comfortable with the idea of participating in brandedentertainment:
We will leverage the marketing and promotionalpower of the SKECHERS brand at retail to raise the visibility of Zevo-3 in a truly impactful way...This promotion will generatebrand awareness among the exact audience we need to reach. We are confident this will result in enhanced viewership once theseries takes to the airwaves.
Besides wearing really ‘cool’ shoes, the Superheroes of 
will face adolescent inspired challenges of ‘identity’ and ‘belonging’--in hopes that their consumers will be able to relate.In terms of distribution channels, Skechers Entertainment plans to host its TV show on a network that is accessable only through Televi-sion. However, the TV show will also be accompanied by an interactive web site full of games and character profiles. Skechers recognizes theimportance of having an online presence, as well as extending content beyond the tube and onto the web.
“Zevo-3 Sneak Preview DVDs To Be Distributed In Skechers Shoe Boxes." AWN | Animation World Network. 14 June 2010. Web. 13 June 2010.<http://www.awn.com/news/cartoons/zevo-3-sneak-preview-dvds-be-distributed-skechers-shoe-boxes>.

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