Burger King Betting That You'll Want To Go See Burger King, The Movie
from the how-will-the-mpaa-rate-that-one? dept
For years and years and years, we've been trying to get advertising execs to recognize that ads are content. That is, as the concept of the captive audience goes away thanks to increasing media options and our "always on" society, companies can no longer get away with intrusive, annoying advertisements, and really need to work much harder on figuring out to make advertising that people want. Some companies, clearly, get this. Companies like BMW, Honda and American Express all figured this out early on, but it appears there's a new crop of companies that have all come to this realization as well -- with many of them deciding to create their own original entertainment content that they hope people actually want to see. This means companies like Anheuser-Busch are creating their very own TV network, BudTV. Office Max has created its very own TV show, a reality show about kids getting ready for school, and had it air on ABC's Family channel. And don't think it's all about product placement, either. Pepsi and Mountain Dew recently produced a snowboarding movie that ran in theaters -- but barely mentioned either drink, noting that it would have only been a distraction. On another such show, Unilever created the show, but held off on any advertising tie-in until after the show was off the air -- and then used the characters from the show in their ads. Of course, not all of the content is so subtle. Burger King is (no, really) making a movie that use their King character as the star. That seems a bit more risky, but does explain some of the odder Burger King commercials recently. Also, this wouldn't be Burger King's first experiment in the blurring line between ads and content, as they had a huge hit with their "subservient chicken" online time-waster game a little while ago, and last month announced they were going to be releasing some video games for the Xbox. While some people may get upset about this blurring, it's actually not such a bad thing. After all, when it's content in this form, you have the choice whether or not to watch it. When it comes in intrusive and annoying ways, it's a lot harder to avoid it.