It is crazy to think that when I set out in digital advertising, brand media was the least glamorous piece to the marketing puzzle. It was a numbers game, focusing on direct response and growing demand.
As services became more specialized, we began to see brand media splinter. It was and is the entry point to be innovative, to speak socially, and to think beyond an ROI figure. Brand media is now relevant and imperative to a brands success.
Not only are we seeing branded media impact digital, it is amazing to see media at the intersection of entertainment, pop-culture, and marketing. For instance, how genius was Ariana Grande performing the opening act at the MTV VMAs to coincide with her album release that next day? Better yet – our very own, Beats By Dre thrillingly welcoming Lebron James home and re-establishing his legacy as the King.
The commercial, promoting Beats by Dre’s new “Powerbeats2 Wireless” headphones, is a playbook against LeBron’s move back to Cleveland, four years post and a pair of championships in Miami. It’s nostalgic. It’s dramatic. It’s impactful.
In all honesty at just over two minutes and 32 seconds, the commercial is more like a short film than an advertisement, but it might just be the most powerful commercial you will ever see. If you don’t believe me, take a look at the YouTube video view count – you’ll see what’s up! Let’s be honest though – YouTube was just one, powerful vehicle driving the message. Synergies were seen against TV, outdoor, digital takeovers, and social amplification to name a few.
Branded Media is more exciting than ever! It illustrates that by creating more relevant, emotional and interactive occasions with brands, media is playing a more valuable role and fueling the interest to drive the demand brands need.