I thought I'd get back on track here today and continue my usual reporting on entertainment marketing promotions. While the summer does have it's share of big theatrical movie releases, by the time the first of August rolls around most of them have already been released. Also the traditional TV season doesn't kick off till September, however, some new programing is being launched this summer such as HBO's True Blood and now we got the much anticipated third season on AMC's MAD MEN.
MAD MEN is a great program for brands to do cross-promotions with and many have jumped on board this season. Not only does the content of the show focus on us in the marketing and advertising world, but the demographic the series attracts is the educated, mid-to-high income coveted consumer. The brands that have partnered with MAD MEN have used the show’s unique vintage style to enhance their initiatives and create a link between classic and modern consumer behaviors Banana Republic is one of those brands which has recently launched the MAD MEN Casting Call Contest. Consumers must visit a Banana Republic store first to receive a Casting Call code card which is necessary to enter. The contest invites entrants to submit a photo showcasing their best Mad Man or Mad Woman style. Consumers are then invited to view the gallery of submissions and
vote for their favorites. You don't need a code to view the gallery which I did and saw that there are already over 1300 entries.
The grand prize winner will be selected by MAD MEN creator Matthew Weiner who will award them will a walk-on role on the show and a $1000 Banana Republic gift card. Two runners-up will each receive a $1000 gift card as well. Public voting takes place up till August 11 and then 20 semi-finalists will be named with the final winner announced around Aug. 25th.
All 400 Banana Republic stores are currently displaying MAD MEN signage along with mannequins dressed in modern takes on classic, iconic 1960s style and a Mad About Style guide profiling characters on the show. I'll have to stop in and check it out and maybe get my daughter to enter. She's the NYU drama student.
The Clorox Company is another brand that has got on board and is working with Lionsgate Home Entertainment to promote the second season DVD of MAD MEN which was released on July 14. The DVD packaging features an image of main character Don Draper's signature crisp white dress shirt. Clorox bleach created a customized ad for the DVD that features a lipstick mark on said collar, with the tagline "Getting ad guys out of hot water for generations." Simple creative that works great. Clorox also created a special features section for the Season 2 DVD which includes a few vintage Clorox bleach commercials.
BMW is a brand that is continuing it's partnership with the series through their exclusive sponsorship. Along with traditional TV spots, BMW created a documentary-style vignette showcasing Martin Puris, the real-life legedendary adman who created the famous tagline the “Ultimate Driving Machine” that BMW has used for decades. You can view it here at the LA Office Lounge. BMW also incorporated into AMC's "Mad-vertising" initiative a pre-commercial feature that pairs the brand with advertising industry-related trivia.
These are all examples of great creative concepts that work really well integrating the brand with the entertainment property. Since the show is all about the ad industry, you would expect that they would be. Looking forward to Season Three!
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