Comments on: The Contentization of Commercials (It’s Love) http://www.blog.littyhoops.com/2008/07/02/the-contentization-of-commercials-its-love/ Just another WordPress weblog Wed, 15 Sep 2010 06:10:32 +0800 http://wordpress.org/?v=2.8.6 hourly 1 By: LL http://www.blog.littyhoops.com/2008/07/02/the-contentization-of-commercials-its-love/comment-page-1/#comment-779 LL Mon, 07 Jul 2008 14:16:17 +0000 http://www.blog.littyhoops.com/2008/07/02/the-contentization-of-commercials-its-love/#comment-779 I love that song from the Acura commercial...."let the drummer kick" http://www.youtube.com/watch?v=w_GcKb2qV9U I love that song from the Acura commercial….”let the drummer kick”

http://www.youtube.com/watch?v=w_GcKb2qV9U

]]> By: El Gaffney http://www.blog.littyhoops.com/2008/07/02/the-contentization-of-commercials-its-love/comment-page-1/#comment-778 El Gaffney Wed, 02 Jul 2008 19:25:09 +0000 http://www.blog.littyhoops.com/2008/07/02/the-contentization-of-commercials-its-love/#comment-778 Since you did call me out, I definitely will respond with some thoughts. First, I agree (and assume most would) about the powerful emotional connection people have with music. The Cadbury Gorilla commercial with Phil Collins song is entertaining and memorable and seems to have worked as its chocolate bar sales have increased 9% in the UK. The Cadillac commercials are a good case study - some Justice fanatics feel the band sold out a bit but they definitely reached a new audience and my roommate and I recently searched for what band was responsible for the song in the Summer Sales event (Black Iris Music). Hilton gave songs away of artists featured in commercials on their website. Music aside, great commercials are great content. People not only don't FF past them, but as you mentioned they also seek them out online and often want to share them with friends. They become the start of a conversation vs. an end message. These ads are content and content has the potential to be a product (a profitable one). ESPN and SportsCenter in particular understands the power of its commercials as entertainment/content and a brand and fan relationship-building device. Unfortunately, the rights to use those commercials (and the athletes featured in them) have run out and likely were not negotiated for the web in the first place. However, this is something we think a lot about as we move forward with new spots (content) for sure as well as looking to help fans like you interact with the past stuff. If that sounded corporate, I apologize. It's true though, I'm definitely trying to continue to make great content and make it available to anyone who wants it and where he/she wants it. Since you did call me out, I definitely will respond with some thoughts. First, I agree (and assume most would) about the powerful emotional connection people have with music. The Cadbury Gorilla commercial with Phil Collins song is entertaining and memorable and seems to have worked as its chocolate bar sales have increased 9% in the UK. The Cadillac commercials are a good case study – some Justice fanatics feel the band sold out a bit but they definitely reached a new audience and my roommate and I recently searched for what band was responsible for the song in the Summer Sales event (Black Iris Music). Hilton gave songs away of artists featured in commercials on their website.

Music aside, great commercials are great content. People not only don’t FF past them, but as you mentioned they also seek them out online and often want to share them with friends. They become the start of a conversation vs. an end message. These ads are content and content has the potential to be a product (a profitable one). ESPN and SportsCenter in particular understands the power of its commercials as entertainment/content and a brand and fan relationship-building device. Unfortunately, the rights to use those commercials (and the athletes featured in them) have run out and likely were not negotiated for the web in the first place. However, this is something we think a lot about as we move forward with new spots (content) for sure as well as looking to help fans like you interact with the past stuff.

If that sounded corporate, I apologize. It’s true though, I’m definitely trying to continue to make great content and make it available to anyone who wants it and where he/she wants it.

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