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‘A Whole New Level of Integration’: Marketers Have a ‘Legendary’ Product Line to Launch — and a TV Strategy They Hope Will Be Legendary Too

Oct 17, 2012  •  Post A Comment

Marketers Target and Neiman Marcus have formed a partnership on a new product line, and now they’re bringing in another partner: the ABC show “Revenge.”

Advertising Age reports that the marketers, who are collaborating on a holiday collection, want to make a big splash with an exclusive sponsorship of the Nov. 11 episode of of the popular drama series.

“Target’s Neiman Marcus collection will be the exclusive sponsor of the Nov. 11 episode of ‘Revenge,’ the ‘midseason finale’ of the soapy Sunday-night series,” the piece reports. “About 10 minutes’ worth of content from the marketers will unspool during the ad breaks, which viewers will have to follow across the entire hour of the drama in order to understand the story the advertiser is trying to tell.”

The collection, which includes everything from cookie cutters to clutches and sweatshirts to sunglasses created by a dozen designers, launches Dec. 1 at both Target and Neiman Marcus. "Revenge" actress Christa Allen, who appeared briefly at a media event unveiling the collection, said one of the reasons viewers tune in to “Revenge” each week is to see the luxe Hamptons lifestyle. She said the collection will fit in just fine, as it’s full of "gold-plated deliciousness."

“Target and Neiman Marcus approached ABC in the late summer about using the show as a promotional springboard,” the story reports. “Target’s chief marketer Jeff Jones says the goal is for its sponsorship of ‘Revenge’ to be a ‘moment in marketing history that people remember.’”

Jones adds: "We swung big. We said we have no preconceptions. We want this to be as legendary as [the products] we’re launching. Mike Kelley [the show’s creator] took that on as a personal creative mission to see how far we could integrate it."

Jones describes the “Revenge” marketing effort as a "storyline that’s a subplot of the main episode, not just a takeover, not product placement. It’s a whole new level of integration."

To read the full report from Advertising Age, please click here.

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