Archive for April, 2006

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April 24th, 2006

Was that Herbie the Love Bug? or the Toyota Yaris?

There was a lot of buzz today around the launch of Fox’s new mobisode series “Prison Break: Proof of Innocence.” The WSJ had a piece as did the Red Herring. This campaign has a lot of good components:

- There were four episodes available today. Seven days is a long time to wait between two minute stories. Four two minute snacks is a good number. Also, the video was well done in that there are a lot of close up’s. I liked it and could follow it even though I have not seen Fox’s show on TV.

- There is theoretical integration among the platforms – TV, Internet and cell phone.

- I applaud Fox for going after the automotive industry. Good target audience for pitching new advertising/marketing platforms. Automotive companies are always looking for new and different in the interactive medium.

What I liked less:

- Not clear who is winning with Marketing. Fox is advertising their show. Sprint customers get to trial more content for free. Toyota is advertising their cars.

- I visited the Prison Break section of Fox’s web site. I clicked on the Wireless tab. Nothing happened. I “unblocked” the pop-up at the top of the screen thinking that would help. A T-Mobile banner ad showed up. Ok, now we’ve added conquest advertising to the mix.

- I visited the Toyota web site. I clicked on the Yaris link, but didn’t find any references to the campaign.

- I looked for the option to opt-in for the “chance to walk-on” to an episode. Found an opportunity to win a Tiffany necklace, but not tied to the show.

- Finally, Fox should have shared some of it’s knowledge about producing for the small screen with Saatchi. They did well to do a 10 second spot, but didn’t show us much of the vehicle. I couldn’t tell if it was animation or the real deal. Even the mobisode had a better shot of the vehicle. Seems like the short spots will be a new art form for agencies.

We’ll be publishing more research on ad-supported video later this year. Early indications are that it could boost adoption, but will not drive mass adoption.

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CATEGORIES: Wireless
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April 18th, 2006

Sprint/MobiTV Product Placement on 24

Not only did they show a big audience a high quality shot of mobile TV, but they showed someone (”Mike”) outside of the core demographic of who has adopted to date. “Mike” looks to be over 50. Lots of product placement in this series, but this one was really explicit.

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CATEGORIES: Wireless