If you have read other entries on this blog (of course you have!), you know that we have been keeping an eye on the trends in TV advertising. With the advent of DVRs and time-shifting, networks and advertisers have been forced to get more creative in how they maintain a viewer’s attention during ad breaks. The dominant trend has been the creation of content wraps that have been discussed on this blog before.
The CW (the recently formed marriage of The WB and UPN) and video game giant Electronic Arts have come up with another concept that harkens back to program sponsorship. On upcoming “Friday Night Smackdown” programs on The CW, EA will air a 60-second lead-in spot to kick things off. During the show, the vid-gamer will open commercial breaks with 10-second “cwickies”. Finally, the show will close with a 90-second trailer for the successful Madden 08 football game featuring exclusive footage.
As you might guess, all of the ads point toward the final trailer encouraging repeated exposure for EA and more eyeballs for other spots that run during the program for The CW. Not a bad idea…
For the full run-down, check out this link below. Not only will you get the full article, but there is also a picture of the Senior VP of Instegrated Sales and Marketing who appears to be no more than 25 years old. Congrats to her!
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