Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Laugh at the Web Clips, Then Buy the Gel

With the increasing interest among marketers in embedding brands in
entertainment programming, a viral campaign is arriving that spoofs the
concept — while at the same time playing up the product.

~A

Laugh at the Web Clips, Then Buy the Gel – New York Times
ADVERTISING about advertising has long been a popular ploy on Madison Avenue. So, too, has the idea of ads that parody other ads. Now, with the increasing interest among marketers in embedding brands in entertainment programming, a viral campaign is arriving that spoofs the concept — while at the same time, of course, playing up the product.

The United States consumer products division of L’Oréal is starting
an online campaign — viral, because consumers are meant to pass it
along — that sends up the concept of sponsors insinuating products into
television shows, movies and video games.

The humorous campaign
includes a Web site, video clips and a blog. They were developed by the
L’Oréal division’s digital agency, Avenue A/Razorfish, part of Microsoft, and Kirt Gunn & Associates, an agency in New York that specializes in interactive advertising.

About these ads

Filed under: advertising, Branded Entertainment, Consumer, digital, Internet, trends, Video, viral, websites, WOM, youtube

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