Today we’re introducing our “The Art of the Integration” series, in which we’ll be discussing the work that goes into creating quality branded content and what we feel makes that content successful. In part one of this series, we’ll focus on the ways in which brands can actually enhance a storyline by becoming an integral part of character development, a plot twist, or helping to move the story forward.
After all, the branded content industry is much like the majority of the entertainment industry in that, the success of our work depends heavily upon good story telling. One example of this is our recent work featuring the Toyota Camry on the TNT crime drama “Rizzoli and Isles”.
To create an effective integration, we began by discussing the integration at the development stage, making sure to get our objectives in place while the script is still being finalized. Once we have an entertaining story, it’s our job to find interesting, compelling, and relevant ways to integrate the DNA of the brand that we’re representing into that story. We do all of this with a keen understanding that in the end, it’s the viewers that we’re really trying to impact.
In this particular integration, which aired in season 3, episode 7 of “Rizzoli and Isles”, the Toyota Camry is first introduced during a conversation between Angela Rizzoli and her daughter Jane Rizzoli. It’s in the following scene, however, that the vehicle plays an integral role in propelling the episode’s storyline forward:
As you can see, not only does the Toyota Camry and its features provide for some comedic dialogue between Angela and her son Frankie Jr., the Camry also becomes the vehicle (literally!) for an emotionally charged introduction to an important new character.
This is just one example of how a brand can be strategically positioned as the thread that ties a great storyline together and still gain positive brand awareness in a DVR-fast-forward world. Be sure to check back next week for part two of this series.