In Depth
Ford Drives on 'Vampire Diaries' With Social-Media Twist--Use of Twitter Helps Reduce Distraction of Inevitable In-Show Appearance
By Brian Steinberg
Advertising Age
A Ford Fiesta won't crop up in CW's "Vampire Diaries" until early October, a veritable eternity in terms of TV-show viewing, but the automaker is trying to get people to talk about it now, even though the fan-favorite show won't hit the screen until Sept. 9.
The effort aims not only to boost Ford's presence in the minds of younger consumers who might be ready to make a first-car purchase, but also to get people talking about "Vampire Diaries" well before its second season starts. A new contest that started this week solicits essays via Facebook, Twitter and email, all the while suggesting to friends who read those web bursts that they ought to watch the program. The winner -- who will be announced during the season premiere -- gets one of the cars.
The practice of weaving name-brand products into TV shows has risen over the last several years, as more advertisers struggle to get their wares in front of TV viewers more prone than ever to fast-forward past or otherwise skip expensive commercials. Yet to most couch potatoes, the result is the same: Someone jammed a car, soda can or hand-held gadget into a favorite program. By alerting fans to the placement weeks ahead of time and even rewarding them for showing interest in it, TV networks and marketers hope to avoid some of the distraction that often goes hand-in-hand with such promotions.
In other words, the story is not so much told in the show but in the social media, where the placement doesn't risk causing the rolling of eyes.
"We don't just want it to be seen," said Jeff Eggen, Ford's car experiential marketing manager, speaking about the Fiesta's appearance in "Diaries." The idea is to "have a second element or a third element" rather than just a placement on a TV program, "where we can engage with the fans outside of the show with additional content," said Mr. Eggen, who oversees the automakers's product-placement projects.
Ford's sponsorship of the program continues after the contest submission deadline. Following the premiere, fans get a chance to ask questions about the show, then have those queries answered via an online video series sponsored by Ford Fiesta. Questions will be collected between the Sept. 9 second-season debut and the Sept. 30 episode. After that date, viewers can check in online to watch "behind the scenes" videos that offer answers to their queries.
The promotional effort shows CW reaching beyond its own air to please advertisers. "We recognize the audience is important and want to give them more of what they care about," said Alison Tarrant, senior VP-integrated sales and marketing at the CW network.
The Detroit car maker has made extensive use of social media and experiential events to generate buzz and awareness for the Ford Fiesta, which rolled into showrooms in June. But Ford also is driving behind a trend that has gained traction over the last two years. TV networks have started to recognize that the fan base for each of its programs responds to different triggers. Simply running promos on air won't necessarily bring viewers in droves any longer. So more TV outlets are trying to use social media in an effort to catch the interest of hardcore fans of a specific piece of content in the hopes those die-hards will bring others in their sphere of influence to the screen.
In late 2009, for example, fans of the syndicated "Ellen DeGeneres Show" were able to follow the program's Twitter feed for a chance to win a gas-card giveaway from General Motors -- and at the same time follow an "Ellen" intern as she drove a GMC 2010 Terrain that was featured on the program. Some ad wags have dubbed this joint use of TV and social-networking tools "social TV."
Leave a comment
Comments 64
Replica Watches
Thanks for your visiting this www.glamour-watches.com/replica-pens online store.
Britt Ruffing
Recently been researching on the web for interesting websites and found quite a good one.
Free Samples
Thanks for your visiting this www.hello-free.com/freebies online Free WebSite.
Chandler Cleaning Services
Great post!
Geld Verdienen Im Internet
What is your opnions about the mobile trend? Is this THE new thing where the money is at or do you think you should stick to the traditionall techniques?
George 76
Found your site today through Yahoo. Great blog you've got, bookmarked.
Nathan H.
Long time reader, first time poster! Great post. Appreciate the work thats gone into the site so far, keep it up! :)
Backlinks
Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?
click for a free iphone 4
Good article!
Buy Backlinks
Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.
Link Building
Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.
Link Building Services
Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.
Link Building
Hey how are you doing? I just wanted to stop by and say that it's been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing
Buy Links
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Get Backlinks
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
Free Porn
I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)
Deer Hunting
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
Link Building Services
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Garmin 110 Review
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
Link Building Services
I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it's rare to see a nice blog like this one these days.. :)
Reading Glasses
Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.
Link Building
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
Ipod Touch Screen Repair
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Buy Backlinks
Great wordpress blog here.. It's hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon
Buy Backlinks
I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?
garage plans with loft
Thank you for the great content. I am glad I have taken the time to see this.
Problem Gambling
I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?
Buy Backlinks
I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)
Dieta
Well, not totally sure about it btw...
Link Building
High quality info here! Keep up the great work. I love the feelings being expressed.
Backlinks
Great wordpress blog here.. It's hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon
Whole Sale Fake Handbags
The scarf is a Gucci handbag from Gucci best Whole Sale Fake Handbags .
Buy Backlinks
Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol
chest freezer for sale
I just have to say, good info. i've been searching for something like this for a while. can i subscribe somehow to new content? like email subscription or rss feed?
Backlinks
I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)
Backlinks
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Backlinks
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Link Building
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
Link Building Services
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Link Building Services
Great wordpress blog here.. It's hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon
Link Building
Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.
dicke titten
I like your blog.
Backlinks
Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.
Quilted Handbags
Quilted Handbags and purses are two products that are very important for us, our significant and important things like money, can be obtained, documents, identity cards, visas, passports and much safer. It is generally assumed that the pockets of men and women are used are used by portfolio companies and design their products accordingly. Some companies are also very popular seasonal collections are made of materials for the season. These products are usually sold very well.
Link Building Services
I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it's rare to see a nice blog like this one these days.. :)
Roof Washing
Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?
singles
I like your blog.
Lyndsey Zeto
Kudos for the great piece of writing. I am glad I have taken the time to read this.
Gabriel Cranmer
Kudos for the great piece of writing. I am glad I have taken the time to read this.
Caitlin Hulon
Kudos for the great article. I am glad I have taken the time to learn this.
build garage storage bookcase
Thank you for the great content. I am glad I have taken the time to see this.
Bridesmaid Gifts
Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.
Robbie
Hey that was cool, Can I take part of your post to my blog, i will post the original source of course.
Andrew A. Sailer
Thanks for your insight for the great written piece. I am glad I have taken the time to read this.
Neida Starke
Credit for the great blog post. I am glad I have taken the time to read this.
Gerry Boroff
Many thanks for the great posting. I am glad I have taken the time to see this.
Solange Barlett
Kudos for the great article. I am glad I have taken the time to learn this.
Charlsie Grippo
Many thanks for the great posting. I am glad I have taken the time to see this.
Jackie Mellen
Appreciation for the great blog post. I am glad I have taken the time to learn this.
Harley Kevern
Kudos for the great piece of writing. I am glad I have taken the time to read this.
Elbert Zukor
Thank you for the great content. I am glad I have taken the time to see this.
Andrew A. Sailer
Appreciation for the great blog post. I am glad I have taken the time to learn this.
Link Building Services
Great blog!! You should start many more. I love all the info provided. I will stay tuned :)
lcd tvs sale
Can I just say what a relief en route for hit upon a name who actually understands what theyre talking regarding on the world wide web. You certainly make out how to carry an matter to glow plus create it significant. Additional community require to study this and realize this side of the narrative. I cant believe youre not more well-liked since you certainly have the gift.