Branded content opportunities for new media

In efforts to ensure that upcoming TV skeds provide optimal brand integration opportunities, last July the Back Page was devoted to ad-friendly TV show concepts. Alas, none of the agency-developed network pitches were picked up. Likely too original for TV.

In efforts to ensure that upcoming TV skeds provide optimal brand integration opportunities, last July the Back Page was devoted to ad-friendly TV show concepts. Alas, none of the agency-developed network pitches were picked up. Likely too original for TV.

Now that TV is migrating to all kinds of little screens, there are new mini-Apprentice opportunities to grab out there as well, in all the new mini-mass audiences.

Since brands are always looking for situation-relevant ways to engage consumers, this time we called for ideas that could be brand supported and that connect with a niche aud via one of the new distribution platforms. Toronto’s JWT and Media Contacts kindly responded with premises that tap the new delivery platforms – broadband, mobile, PSPs, and whatever pops up next…. Be inspired.

by JWT

Podcast Pickup

A trip to the nearest pickup bar can now include a step-by-step how-to guide that’s as close as your cellphone. Early on, the Podcast gives advice on the potential candidates and indicates just how many branded beverages might make them attractive to you (or vice versa). Once you’ve locked onto your target, you’ll need some pickup lines. Greeting cards are at your service! As last call approaches, it’s time for ‘Close the Deal’ with Donald Trump. Taxi for two? An ad for good old reliable Red and Yellow appears. Looking for a local no-tell motel? The Podcast is espousing the virtues of The Seahorse. And if you blow it, tonight’s pay-per-view listings

are available.

Pimp My GPS

Why hasn’t there been more mobile content on global positioning systems? Think of the opportunities for narrow targeting to niche audiences. Nail closet Weight Watcher cheaters with the locations of late-night burger joints. Ever seen The Family Guy? Know Quagmire? Custom GPS won’t let those types go near a peeler joint without knowing who’s featured. A certain ‘Green’ organization could remind environmental masochists exactly how much of the Arctic ice cap they are melting, mile after mile, and encourage

them to repent by stopping at the hybrid dealership ahead. New parents can be reminded whenever they are near a change-friendly, noise-friendly family restaurant, or a drugstore that specializes in headache remedies…or family planning.

iPod iCheckup

Nothing is more uncomfortable than having to go to your doctor to find out what that nasty rash is. Enter the iPod iCheckup waterproof showertime self-diagnosis video. Watch a video on your iPod while showering and find out what that uncomfortable ick is and how to cure it. Will hemorrhoid cream take care of it? Here’s the best one. More severe? Directions to your local STD clinic might be in order. Grab ‘n’ Run Divorce Lawyers might also be worth a call. If it’s time to consider plastic surgery, here’s the ad for Bigger Ta Ta’s Plastic Surgery and Tattoo Removal.

CrackBerry Junkie

Over the very device you are helplessly addicted to, we will send you self-help texts to rid you of your socially debilitating illness. ‘Learn to spell again with all the letters’ will lead you back to Hooked on Phonics. Carpal tunnel issues? An ad for your local Dr. Nick will bring back the handy feeling. Adult Ritalin can sponsor the series on ‘Stop chasing shiny things.’ Dr. Phil can sell his new book as part of the ‘Shut that Damn Thing Off and Talk’ segment. ‘Family Dinners should be Served without Electronics’ can be brought to your mobile text device by a responsible, caring food company. We’re serious about the last one.

MySerf: The show that works for the working mom

by Chris Williams, MD, Media Contacts

Every morning Aileen is woken up by her favourite show, ‘MySerf,’ on her handheld device. MySerf is a combination of morning show and butler. Russell, the host of the show, begins with his deep, authoritative voice welcoming her, telling her what day it is, what time it is and the day’s upcoming events from her list, her husband’s and the kids’. Interspersed throughout are newsbits about celebrities, the weather, music videos and movie trailers. While applying her makeup, a v-mail arrives; somebody’s six-year-old is announcing a birthday party. With a brief ‘accept’ the event is in her calendar. Russell reminds her it’s 10 minutes before departure time and does a quick review of ‘don’t forgets’, especially to drop by Loblaws on her way home. Her husband takes the kids off to school and Russell signs off leaving Aileen with a 20-minute video segment about Majorca.

Aileen subscribes to MySerf, which screens marketers from reaching her unless they have met strict criteria. It’s part of her $9.95 per month package from Loblaws. Loblaws provides Aileen with MySerf in addition to managing a preferred brand list, grocery and consumer goods needs forecast and fulfilment and banking.