Branded entertainment is a form of advertising that showcases products, in theory, in a less-intrusive way, but I have rarely seen it done so. Navistar International is sponsoring a documentary called “Drive and Deliver,” intended to help push the new Lonestar truck and according to Stuart Elliot in his New York Times column today the rough cut still has a few too many close-ups of the truck. That said, with proper editing this film by Fathom Communications might just sell some serious trucks. It’s a unique enough subject to create a cult following, but more importantly the target of the effort, truck buyers, are crazy-passionate about their rigs and their craft. (Ever hear a trucker talk about his/her Peterbilt?) Anyway, the casting looks right, let’s just hope the story-telling is too.
Those who have watched the reality show “Deadliest Catch” and not wondered what an Alaskan King Crab tastes like may not agree, but I’m betting this effort will demonstrate that the marketing industry is beginning to acquire more finesse when it comes to branded entertainment. Peace!