Branded Entertainment was mentioned on March 11 as "the new commercial" the new way to reach audiences and connect with todays savvy customer and reaching them in a fragmented world full of clutter.
Here is a follow up to Paramounts Marketing Campaign for "Sahara" Breck Eisner.
It seems everyone, and I mean everyone in the movie is involved in the promotion of this film. Mathew McConaughey was seen driving on the West Side of Manhattan pulling a trailer with the movies billboard. It seems it's part of a six-week coast to coast road trip in helping promote his film. Who knows he might hit your neighborhood next?
The director is involved in filming several scenes featuring Jeep Vehicles.
Jeep is also heavily involved in the campaign, having manufactured special edition Jeep Wrangler movie edition vehicles. A TV spot is also part of the campaign, showing the jeep in all kinds of dangerous situations in can you guess where? The dessert. It might work, there are a lot of adventurous men out there who can relate the TV ad to what is actually happening in the dessert right now....
Here is an interesting definition:
"Brand Casting(TM) which is a quantum leap from product placement. We seek opportunities for our vehicles to be characters in meaningful roles. With this as a foundation, the possibilities to build on this relationship and create opportunities are unlimitied" Jeff Bell VP Chrysler and Jeep (Herbie the LoveBug ANyone)?
Continuing on: Paramount has partnered with Bloomingdales.
When you log on to the "Sahara The Movie" web site you can be directed to the Hot Spring Trends section, where you will be lead to the "Bohemian Rhapsody" line which urges you to: " give in to the gypsy in you with influences from far flung locales. Peasant skirts and embellished tunics go with ethnic inspired sandals. Dresses have a flair for the dramatic." That's HOT
In addition there is also a Sahara Sweepstake where if you stop by a local Bloomingdale's, you can enter for a chance to win a trip to one the most exciting cities in the world. I have to stop by and check it out if it had it's own special section or if it's just a box with an enter to win form.
And yet another promotional partnership:
Ray-Ban and Doxa watches. That should appeal to the cool male geographic, how far will the appeal be? Who knows, watches and sunglasses are expensive, but everyone wants them..that's a good one. I have to further investigate, i'll get back to you all.