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  • Marketing tie-ins, like those around movies such as “Avengers: Endgame,” are becoming more popular in TV, thanks to streaming-video services like Netflix and blockbuster series like “Stranger Things” and HBO’s “Game of Thrones.”
  • “Streaming is much more like movies than it is TV shows, to me,” one marketing exec said.
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Streaming video and blockbuster series like Netflix’s “Stranger Things” and HBO’s “Game of Thrones” are opening the door for more marketing tie-ins to TV shows.
People are accustomed to seeing cross-promotions between major movies like “Avengers: Endgame” or “Toy Story 4” and brands like Walmart, Coca-Cola, or Chrysler. But fewer of those deals exist in TV, where the commercial break reigns supreme.
That’s not to say brands don’t have a long history of collaborating with TV shows. Marketers have been sponsoring TV productions since at least the 1950s when soap makers like P&G sponsored daytime dramas, dubbed “soap operas.” Product placements are also popular ways of bringing in extra money or offsetting the costs of TV productions.
But marketing tie-ins off of the network, such as featuring a TV character in a marketer’s ad or in a retail space, haven’t historically been as popular. It’s easier for brands to roll out campaigns around a single, theatrical release date of a movie than a full season of a show.
Marketing tie-ins for specific shows can also conflict with the ads already sold across the TV networks. For that reason, TV networks tend to look for big-ticket deals that may include integrations into the show itself, promotional ads on the TV network, and other components.
“Everything is so traditionally advertising driven and [TV networks] haven’t really seen the light of how to get away from those models,” Stacy Jones, CEO of entertainment-marketing agency Hollywood Branded, told Business Insider. “It’s either super over-the-top, in-your-face integrations on your primary network … or it’s nothing.”
Source: Business Insider | Read More

Stacy Jones

Stacy Jones has become a world-renowned specialist in branded content. Now it’s her mission to share her expertise and help brands and other business owners and executives leverage the tools our agency has crafted in building brand awareness – using the same proven methods she’s built her agency on and leveraged for client success.