Nashville based <a href="www.running4cover.com.>R4C has been rolling with <a href="www.running4cover.com.>Integrated Marketing content for cable networks such as Viacom owned CMT/MTVN and Scripps Networks GAC among others. As advertising dollars are spent more frugally, companies have turned to <a href="www.running4cover.com.>Branded Entertainment and <a href="www.running4cover.com.>Integrated Marketing as a way to reach their consumers.
In late summer, <a href="www.running4cover.com.>Running 4 Cover produced a series of <a href="www.running4cover.com.>Integrated Marketing spots for Best Western in combination with CMT’s re-airing of the Jeff Foxworthy hosted game show, “Are You Smarter Than a Fifth Grader?” These spots use the ad model of brand sponsored on-air promos. The creative has a family playing the home board game version of “AYSTFG,” which is yet another subtle push for the game show brand.
“We’ve established a great working relationship with <a href="www.running4cover.com.>Running 4 Cover in producing on-air <a href="www.running4cover.com.>Integrated Marketing campaigns with our client partners” says Deidre Duker, Production Management, On/Off Air Promos, CMT/MTVN. “They understand our production model and <a href="www.running4cover.com.>R4C delivers quality cost-effective spots that assert brand awareness while pushing to our programming. It’s a win-win for CMT and advertisers that value our audience.”
Enhanced Production Value
“In doing this style of production, we’ve been able to push the envelope on production value. While they don’t command the high dollar budgets of national spots, its the combination of great creative and putting all dollars on screen that make <a href="www.running4cover.com.>Branded Entertainment a viable avenue of advertising for brands such as Kellogg’s, Ziploc, Parkay and Best Western” says Jim Jagels, Executive Producer of <a href="www.running4cover.com.>Running 4 Cover. “Our <a href="www.running4cover.com.>Branded Entertainment division has also been pitching directly to companies for taking this style of production straight to their web sites via one off content and web series. In this scenario, without the cost of media buys, they’re able to use that savings towards building social networking and email awareness campaigns. This style of <a href="www.running4cover.com.>Integrated Marketing helps establish a stronger bond with new and existing consumers, which in turn, drives higher click-through traffic to their main site.”
While spot production for agencies is the mainstay of <a href="www.running4cover.com.>Running 4 Cover‘s work, Director of Production, Brian Glitt affirms, “<a href="www.running4cover.com.>Branded Entertainment just makes sense. Since the inception of <a href="www.running4cover.com.>R4C in Q2 2008, we’ve seen steady growth in that area of production. Branded now comprises close to 30% of our production work. Also, with our strong relationships to the networks, it’s become a great segue into producing their on-air promos โ weekend stunts, award show and show specific promos for MTV, CMT and GAC.”
About <a href="www.running4cover.com.>Running 4 Cover
<a href="www.running4cover.com.>Running 4 Cover (<a href="www.running4cover.com.>R4C) is a full service production company based in Nashville. The <a href="www.running4cover.com.>R4C mission is to create commercial spots, branded entertainment and video content that connect with the target audience. For further information, visit www.running4cover.com.