This Mashable article looks at a hybrid of commercials and entertainment: branded entertainment videos. These aren't necessarily viral videos, but they're definitely produced in order to create as much social media buzz as possible, and the companies have spikes in brand awareness to prove it.
What I'm left wondering is what will happen to traditional television commercials as we see more material like this which can be distributed via channels that reach a specific audience (like YouTube and funnyordie.com). These can't be on-air yet because some of the material is inappropriate, but do you think they will be eventually?
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Please note - there's a lot of profanity in this video. Don't watch it if you're not comfortable with it, but it was created by K-Swiss.
I remember seeing this right before the premiere of Season 2 of Eastbound and Down, so it definitely served two purposes. We see this elsewhere too - I remember last year when one of Weezer's songs was featured in an Adidas commercial, which helped launch a new shoe and the band's new album. To me, the two don't compete because these are made for such specific audiences. I think there are definitely ways to make this video work for TV, but it would have to be very targeted...not everyone is ready for Kenny Powers' brand of humor! haha
It's so funny to me that we posted the same thing at the same time, haha. It is going to be really interesting to see whether these types of videos become more popular on TV or if they remain the province of the internet... or fade away altogether...
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