We’d like to applaud Target on it’s latest attempt to cut through the commercial clutter with its innovative media partnership with ABC Wednesday night. For a full rundown on this partnership, click HERE and HERE to watch the clever spots being featured on ABC.com.
With this series of custom commercials Target authentically and cleverly kept their brand personality front and center while embracing all things family and holiday, as well as driving the overall brand message with their custom hashtag: #MyKindofHoliday.
By partnering with this slate of popular ABC comedies (The Middle, Back in the Game, Modern Family), the brand aligned with families, all kinds of families – in particular well-known TV families – bringing Target into the world of the characters that viewers already connect with and follow. In doing so, these characters help tell the Target story.
Brand Arc has found similar success with custom content marketing for our Toyota client. For example, our partnership with USA Network and “Royal Pains” to introduce the all new Toyota Avalon. In support of our in-show integration of Avalon, we utilized characters from the show to extend the storyline and bring additional content to viewers.
Instead of a custom commercial, we created a branded content vignette that in this case was used as an on-air web-driver to get TV viewers to check out the show’s companion web series. We leveraged the shared value viewers place on their favorite programming and on the Avalon to enhance the overall viewing experience.