While in the throes of negative press centered on massive recalls of several of its automobile models due to unintended acceleration, the emergence of related litigation and even congressional hearings, Toyota still managed to gain positive word of mouth for its Sienna minivan. The means to this unlikely feel-good vibe in the marketplace has been a series of humorous online videos from Saatchi & Saatchi LA, including “Meet The Family,” “Daddy Playdate” and the rap clip “Swagger Wagon” directed by Jody Hill of production house Caviar.
“Swagger Wagon” shows a contemporary yup mom and dad stylin’ and rappin’ about their Sienna SE, a great ride for their two kids but even more cool for the adults to chill in as related in lyrics and music from Black Iris Music. Adults go for some adulation in this tongue-in-cheek video. For example, mom pays homage to herself with a riff that goes:
“Bring the beat back, ’cause, yo, I got more to say,
You know I’m always front and center at the school play.
I kiss their boo-boos, clean doggie doo-doos,
Cut the crust off of PB&Js, chill the Yoo-hoos.”
Five million and counting
Kimberly Kyaw, senior media strategist at Toyota, reported that the Sienna campaign generated some five million-plus video views in just three months–about 4.4 million on YouTube, and another nearly 800,000 on Break Media sites.
Kyaw shared those figures last week during a panel discussion titled “In Bed With A Brand” (moderated by industry correspondent/blogger Daisy Whitney) at the National Association of Television Program Executives (NATPE) LATV Festival in Los Angeles. Kyaw said the campaign grew out of a simple goal–to depict the Sienna as being not just good for a family with kids, but also positioning the vehicle as fun for parents. Break Media was brought into the mix due to its strength in the young male demographic, with sites such as Break.com likely to draw traffic from young fathers who have recently started families.
An initial broadcast commercial introduced audiences to the “Swagger Wagon” family, driving traffic to the web. But it’s the Internet word-of-mouth and video sharing/social media dynamic that has brought the campaign to prominence.
Fellow NATPE LATV session panelist Keith Richman, CEO of Break Media, said that his company helped develop an editorial integration strategy across its website properties, introducing the Sienna videos as entertainment rather than commercials. Full resolution video also ran in banner units, hooking more viewers who in turn sought out more “Swagger Family” content.
Richman observed that the Sienna campaign met the prerequisites for online success: engaging content; a property that fit with a targeted demographic and psychographic; and the proper distribution plan. But for Richman, content is king. He advised producers to not think in terms of producing for a brand. Instead, make sure that you are involved in content that you would produce ordinarily–content that you believe in–and then find ways to integrate the right brand into that content.
A tale of two series
Offering a tale of two series which launched from distinctly different orientations was panelist Eric Day, senior strategist of branded entertainment for Microsoft. Day first cited Fit To Boom, an online program which centered on the stories/adventures of now mature baby boomers. He related that the show started out without any brand attachment, just the desire to create content that would appeal to now aging boomers, a desirable demographic that often falls through the cracks in mainstream TV and other traditional media.
The boomers profiled in this reality web series have embarked on healthy lifestyle changes, pursued adventures and sports that they hadn’t had time for before.
Reveille (producers of such network TV shows as The Biggest Loser and The Office) teamed with Microsoft/MSN Branded Entertainment and then Publicis Modem on Fit To Boom, which became Subway sandwich shops’ first major foray into branded web series.
Day described Fit To Boom as a show that developed from “reverse engineering” in that there was no sponsor lined up from its conceptual inception a couple of years ago. Rather it was a good idea that found the right marketer/brand.
On the flip side, another more recent MSN Branded Entertainment show–also in partnership with Reveille–sprung out of a client/sponsor relationship, specifically with the National Parks Foundation, which wants to get people to venture into the great outdoors. Then add allergy medication Benedryl to the mix, which provides relief from outdoor allergies, allowing people to visit national parks and other attractions.
Out of this came the online series Race to the Moment, hosted by Animal Planet’s Jeff Corwin. Set in and around California’s Joshua Tree National Park, the show tests the outdoor skills and teamwork of two families as they compete against each other in a series of physical and mental challenges (from rock climbing to bird calling). The winning family will receive an all expenses paid trip to the national park of their choice.
Getting conservationist/author/TV host Corwin involved, noted Day, underscores how web series have grown in stature, being able to potentially reach millions of viewers. Also partnered in Race to the Moment is ad agency JWT.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More