Wednesday, May 14, 2008

Do-Gooder Marketers Do the Soft Sell

By Shahnaz Mahmud

From AdWeek:

The music video for Radiohead's "All I Need" begins with slow, somber musical beats and a split screen revealing images of children. One side shows a child waking up, dressing for school and eating breakfast. The other, youngsters living in dingy conditions and toiling in a sweatshop.

The last shot pairs the one boy back from school removing his kicks with a boy assembling the last pieces of a strikingly similar sneaker in a factory. The tagline: "Some things cost more than you realize."

"All I Need," which debuted earlier this month on MTV properties worldwide, ends with an MTV logo. It was created for MTV Exit (End Exploitation and Trafficking), a multimedia initiative launched in Europe in 2004 by Viacom's MTV Europe Foundation, an independent charity based in London. The effort includes the distribution of anti-human trafficking information at Radiohead's concert tour in North America, Europe and Asia, which kicked off in West Palm Beach, Fla., this month.

MTV Exit -- which recently expanded into Asia -- also plans to release an animated film on human trafficking later this year, as well as produce other live events.

The network's efforts illustrate the growing use of branded-entertainment as a way to distribute corporate-responsibility campaigns, which are geared to creating deeper relationships with do-gooder consumers. Other brands using this tactic include Boost Mobile, the Microsoft Network and Virgin Mobile USA.

"Content creates an emotional bond with the consumer. It [forges] a connection between the brand message ... and the viewer in a way that a 30-second ad can't do," said Bill Hilary, president of Interpublic Group-owned Magna Global Entertainment.

Gayle Troberman, head of digital marketing at Microsoft's consumer marketing group, added that social responsibility branded-entertainment marketing: "is going to be the next big wave of content and marketing investments."

MSN has taken an innovative approach with its new Web portal -- which launches next month— It's a partnership with U.K.-based company What On Earth Is Going On, which focuses on socially relevant marketing initiatives. Users on the portal can connect to global brands based on their interests and passions.

Read the full article

No comments:

Post a Comment