G.E. One Second Theater
Paid Content has a review of an upcoming new media offering by G.E.
From the post:
"In the ’50s, “General Electric Theater,” a long-running television show hosted by Ronald Reagan, showed off the home of the future using a medium that was still in its infancy.
Today, G.E. and ad agency BBDO are hoping “One-Second Theater” will do in a moment what it took a half-hour a week to accomplish back then — using all sorts of new media gimmicks keyed off ads featuring Elli the elephant and her friends.
The multimillion-dollar campaign launching Friday includes:
From the post:
"In the ’50s, “General Electric Theater,” a long-running television show hosted by Ronald Reagan, showed off the home of the future using a medium that was still in its infancy.
Today, G.E. and ad agency BBDO are hoping “One-Second Theater” will do in a moment what it took a half-hour a week to accomplish back then — using all sorts of new media gimmicks keyed off ads featuring Elli the elephant and her friends.
The multimillion-dollar campaign launching Friday includes:
- ads with embedded material that only shows up frame by frame on DVRs. It’s called a “commercial within a commercial.”
- podcasts purporting to be from the animals featured in the ads.
- a microsite for the campaign, including examples of how the embedded ads work and a schedule of NBC shows where the ads are appearing. (Ads will be on other NBCU networks and non-GE owned networks, too.) Click on “Meet Elli” and the link goes offsite to …
- A MySpace profile for Elli; she’ll “work for peanuts,” favorite music is “Tusk,” etc. At some point, this gimmick is going to be overplayed by companies."
Labels: MySpace
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