Americans are being discouraged from using commercial breaks to nip to the loo or grab something from the fridge. Mastercard has teamed up with NBC to unleash its ‘pod busting strategy’ building interest in the TV show ‘Life’ through specially created content. The initiative aims to increase the engagement of viewers of the US series by offering extra snippets of insight into the show’s conspiratorial plotlines.
‘Uncovering the Evidence of Life’ is running during the ad breaks of the series as well as online, showing inside information on the plot-lines of the show, surrounding the lead character, cop Charlie Crews. Viewers are able to see additional evidence that is not available on the standard show and content drives to NBC’s website for the Life show, also sponsored by the credit card.
This follows previous branded content efforts from the brand including mobisodes based on Fox’s ‘Bones’ series. Michael Lao, VP of media for MasterCard Worldwide commented: ‘As a brand, we’re always seeking to challenge consumer viewership habits. Through the use of innovative tactics like pod busters, we see a viable opportunity to gain key learnings on the best way to retain viewers through commercial breaks. We’re proud to work with NBC and to be among a select group of advertisers who are ahead of the curve and at the forefront using strategically-placed and exclusive content as a way to engage consumers.’
Musing on the extended opportunities that TV channels can offer brands, via their websites, as well as via broadcast, Jim Hoffman, SVP, network entertainment sales at NBC Universal adds:
This is a great example of how we can partner with our clients to
extend their marketing messages in unique ways that engage viewers
throughout a commercial break.’ And if the content’s compelling then
we’re all for it, although we still don’t know whodunnit.
Source : Contagious Newsletter 73
