Baton Rouge Marketing Firm Predicts Next Trend in TV Advertising

Brian Haldane • April 1, 2016

Like many people, I rarely get the opportunity to watch prime time television live. Life gets in the way and I have to DVR my favorite shows. From an advertiser’s standpoint, one of the biggest problems with this is that as a viewer, I get to fast forward through commercials. So the question becomes, how can you go about making your spots “DVR proof?” Fox’s Gotham and Ford may have found an answer to that question, and may be on to the next trend in TV advertising.


For those that don’t watch the show, Gotham is the origin story for all the characters in the Bat-Man comics and movies. It follows a young Jim Gordon as he makes his way up through the ranks in the Gotham Police Department, a young Bruce Wayne, whose parents were just killed, and a collection of characters who are on their way to becoming villains. From the Penguin to the Joker, to Mr. Freeze, the Riddler, Catwoman, Poison Ivy, and many more, we get to learn through the show how they became the villains we know. (As an aside, I am by no means a comic book geek. The show is well written, well acted, and got me hooked totally on its own merits.)


In the episodes that first aired on February 29th, March 7th, and March 14th There was a series of commercials for the Ford Explorer Platinum that featured one of the stars of Gotham, Cory Michael Smith. Smith plays Edward Nygma in the show. His character is on the way to becoming the Riddler. In the commercials, Smith is decoding riddles while driving the explorer. The features of the vehicle are demonstrated as part of the riddle decoding. Here’s how the press release from Ford’s media center described the spots:


DEARBORN, Mich., Feb. 29, 2016 – A unique marketing collaboration between Ford Motor Co., FOX and producers of the TV show “Gotham: Wrath of the Villains” puts the Explorer SUV in the prime-time spotlight.


The engaging content initiative features actor Cory Michael Smith as he prepares for his role on the hit show “Gotham.” The original narrative content will air tonight, Monday, Feb. 29 (8-9 p.m. ET/PT), on FOX, during the winter premiere of the series. The narrative will play out weekly through March 14 in 60-second content pieces during the Monday night broadcasts on FOX. Extended content will be available each week on FOX.com.


In the narrative, Smith – who plays the split-personality role of Edward Nygma and the future villain known as the Riddler on “Gotham: Wrath of the Villains” – takes viewers through the streets of New York City as he solves a series of mysterious riddles. For help he contacts various people involved in the show’s production, including key “Gotham” cast members, writers and members of the production team.


Along the way, viewers will see teasers and hear inside information about other villains in “Gotham.”


“It’s a fun and very creative way to showcase some of what makes Explorer Platinum such a great vehicle,” said Ginger Kasanic, Ford experiential marketing manager. “A lot of people – from the show’s writers to Cory himself – really got involved in the story-telling process.”


With Smith behind the wheel, various features of an Explorer Platinum are highlighted, including the voice-to-text capabilities of Explorer’s SYNC® 3 driver-connectivity system*, 180-degree front camera, hands-free liftgate and active park assist.


The original custom content was filmed on location in New York City in late January. The collaboration marks the second straight year Ford has worked with FOX to create custom content to air alongside “Gotham.” In 2015, the Ford Fusion was the focus of a similar integration. Those TV spots – as well as the online content – engaged with viewers during commercial breaks and highlighted vehicle features while aligning the Ford brand with “Gotham.”


 As a viewer, of course I hit fast forward when the commercials come on. But, as soon as I saw the Riddler on my screen, I backed up and hit play. I didn’t want to miss any of it for fear that I was missing out on something that, while it wasn’t going to be a part of the show, could have been connected to the show. Whether it be some behind the scenes info on the making of the show, hidden Easter Eggs to look out for in that episode, or maybe just some background on the character; as a fan of the show, I have a vested interest in wanting more. And here’s the important part, the commercial didn’t disappoint. It was light hearted, even a little goofy, but I got to go on a bit of a scavenger hunt with one of the stars of the show in an SUV. No one tried to sell me a car. I just went for a ride. By using the features of the Explorer to help Smith solve riddles to get into character, I didn’t feel like anything was being pushed on me as a viewer or consumer. Brilliant work by everyone involved.


This is ford's second attempt at integrating elements of Gotham into their commercials. Last year, they ran a campaign featuring Robin Lord Taylor (aka the Penguin) in a Ford Fusion:


While this was a great first effort, they weren't quite on the mark yet. Sadly, the Explorer spots with the Riddler have disappeared. But, where the Penguin gave fans a peek behind the curtain; it was still passive. The role of the viewer is to just sit there and watch. the spots with the Riddler were more interactive. Since there were riddles and clues being left, the viewer naturally takes on a more active role in trying to solve the puzzle. 


I believe this form of advertising is going to catch on. As the marketing world continues to evolve, especially when it comes to how to “DVR Proof” their messaging, new options are emerging. Some are opting for product placement, which has shown positive results, but is subject to the viewer noticing what is on the screen and making the connection to the product, and a particular brand at that. Some are choosing specific sponsorships (tonight’s episode is brought to you by…), which is great for association, but does nothing to tell the viewer who you are and what your product is about. The idea of incorporating elements of the show into a content driven commercial combines the aspects of product placement, sponsorship, and endorsement in a stand-alone spot. This essentially makes it a form of on-air content marketing which means it is no longer an interruption from what you came to watch, but in turn becomes something else you want to watch.

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