While networks are seeking ways to accommodate commercials, advertisers are finding ways to slip in their brand messages directly into programming. ABC Family's
Greek solves this dilemma by becoming the grounds of a multiplatform ad campaign.
Greek is a teen drama that follows the story of Rusty (
Jacob Zachar), a college freshman who aspires to join a fraternity to leave his geeky high school reputation behind. The cast also includes
Spencer Grammer (Casey Cartwright),
Scott M. Foster (Cappie),
Jake McDorman (Evan Chambers) and
Paul James (Calvin Owens) among others.
Two week's ago,
Greek featured the band Dollyrots perform its song “Because I'm Awesome” at a student hangout, and then caught an instant replay of the song in a Kohl's commercial as part of an ad buy estimated at just under $1 million.
Although the idea sparked from the retailer and its ad agency, McCann-Erickson, the network has been cooking up integration deals for several years now, according to ABC Family executive vice president of ad sales, Laura Nathanson.
“We were out all year saying we were open to doing these creative integrations where they made sense,” she said. “And we took the show Greek out well before it was on the air, saying we had this really interesting show, what its production timeline was and that we were really looking for the right kind of partner.”
Kohl's and its agency were among those who jumped on board. Kohl's, who decided to launch a new campaign using the Dollyrots to project a more trendy and youthful image, collaborated with the network so that the band will actually be featured and not just talked about on the show.
Earlier this season,
Greek featured another integration, in which some characters went to see the movie
Hot Rod and declared it amusing. The scene was the result of team up with Paramount Pictures.
“If we can do it in a way that doesn't get in the way with the way writers really would write, there's really no harm,” Nathanson said.
Fans can catch
Greek every Monday at 9/8c on ABC Family.
-Kris De Leon, BuddyTV Staff Columnist
Source: TV Week
(Image courtesy of ABC Family)