Turning Content Into Commerce
In an attempt to reach consumers, from the big screen to everyday life, marketers and the entertainment industry are working closely together to develop content that will not only drive commerce, but will also grab consumers’ attention by merging a media brand with appropriate products.
The partnership between The Home Shopping Network (HSN) and the upcoming movie, Eat Pray Love, which is scheduled to debut today, is a great example. Last week, HSN hosted a total of 72 hours of promotions for the over 400 Eat Pray Love-inspired products like food, bedding, clothing, bags, digital products, jewelry and other accessories from India, Italy and Bali, the majestic backdrops to the movie. The giant shopping hub offered Sony Pictures a channel to reach their target demo, and Sony Pictures helped HSN sell more products.
Once a movie becomes a hit and it has established a loyal fan base, franchises are more likely to extend their brands. Earlier this year, OPI, a popular nail polish brand, launched a line inspired by the movie, Shrek Forever After. The line features Shrek-inspired colors — greens, yellows, purples and blues— with movie-inspired names — Rumple’s Wiggin’, Ogre-the-Top Blue, Fiercely Fiona, and Who the Shrek Are You? Now, those Shrek fanatics can channel their favorite green ogre even when outside the movie theatre.
Overall, these partnerships are fun and creative ways to reach their target consumers, sell products, and differentiate themselves from their competitors. With all of the rapidly expanding entertainment choices out there, it takes a bold move to turn audience attention into commerce.
Source: www.adage.com
Jenaleigh Landers is a recent graduate of Saint Anselm College and is the newest Account Coordinator at Griffin York & Krause.
