Madison Avenue is named after Madison Square in New York. This Manhattan street has become synonymous with the industry of American advertising. With agencies lined up on either side, this avenue has definitely made a name for itself in the world of marketing.
Vine Street is located in Los Angeles, California; Hollywood to be exact. As you might have guessed, Vine Street has become a representation of the entertainment industry. Hollywood and Vine is often seen as Hollywood’s lure for dreamers who want to make it big in the biz.
Put the two together, and you get “Madison & Vine.” It’s the approach every agency is trying to take in order to reach your audience. Your average consumer is tired of hearing the “buy me, buy me” advertisements. You have to do more than just advertise, you have to entertain. You have to use “advertainment.”
The practice of advertainment is nothing new, but agencies are finding new ways to entertain their audiences. The rise of internet technology and social networking has paved the way for marketers to really be creative about how they advertise products or services.
There are three primary advertainment messages that agencies use to their marketing advantage.
- Product Placement
- Product Integration
- Brand Entertainment
Product placement is perhaps the most used form of advertainment. Have you ever noticed that the America’s Got Talent judges only drink out of Dunkin’ Donuts cups? Do you think it was an accident that Elliot used Reese’s Pieces to lure ET into his house? Even our music videos have turned into ads — who could forget Robin Thicke’s “subtle” (yeah right) use of the beats pill in his music video.
Similar to product placement, product integration takes on an important role in the theme or script of entertainment. A great example of product integration is the use of FedEx and Wilson sports supplies in the movie Castaway. Both of these brands had high involvement with the film, and really played a major role in the storyline. In what other situation would a volleyball bring tears to your eyes? That’s how strong the role was.
Some brands have even created their own form of entertainment, solely reflecting their products to appeal to a target market. One of the most memorable forms of brand entertainment is “The Hire” series made by BMW. BMW took advertainment to a new level with their award-winning series starring Clive Owen and of course, their ultimate driving machine. There are multiple episodes, all of which have different story lines. Some are humorous, most are action packed, and some may even pull a tear out of you. If you have time, we definitely recommend watching them all.
So what does this mean for your business? It may be time to start thinking outside the box when it comes to your marketing efforts. Try to entertain to your audience instead of sell. It is possible to do even if you are not working with a BMW budget. If you are not sure how or would like some ideas specific to your industry, let us know. Contact us today for a marketing consultation and start bringing those customers in!