I am a huge advocate of strong, smart integrated marketing approaches. It's one thing to have a great television or banner ad campaign. But when you break down organization silos and extend the olive branch to your marketing brethren, one can create unique opportunities to positively impact your brand, or your clients brand.
Research shows that "25-30% of total media time is spent multitasking." Marketing 101 teaches us that the more a consumer is exposed to a marketing message, the more likely they are to remember your brand. In my humble opinion, integrated TV and online ads would help boost the performance of both tactics. A rising tide lifts all ships.
On the evening of February 11 of this year, I was watching the Grammy Awards. Toward the end of the show, Justin Timberlake came on stage to perform his song “What Goes Around.” During the end of his performance, he got up from behind the piano and grabbed a digital video camera.
He continued to perform for another minute as the video feed from the camera was broadcasted. I thought to myself, “great picture.” And in my marketing mind, I expected there to be tie in with the manufacturer of the video camera. I waited until the end of his performance and in anticipation of some sort of ad or marketing plug, I already had my cursor flashing in the browser of choice. Unfortunately, no ad by the camera manufacturer and no tie in on the Grammy's Website.
There was an opportunity for a micro site, sponsored by the manufacturer, with additional footage of the day of, him getting ready for the show, or at least the footage of him on stage. However, I didn’t find any “official” footage anywhere online, but I did find two individuals that posted the footage on Youtube. Interesting enough , CBS has a partnership with Youtube, so it seems that they were not taking full advantage of their relationship. 
The total views to date are 90,483 and there was potentially an opportunity to drive more traffic to a microsite or Youtube, if it were supported by offline initiatives. As you can see, the demand was there. It could have provided a complimentary experience, and additional exposure and brand awareness for JT (as if he needed it), other performers of the Grammy’s, as well as the manufacturer of the camera.
Over the next couple of weeks, I’ll be posting some blogs about some great multi pronged marketing initiatives that I’ve noticed. In my humble opinion, I feel that many advertisers and marketers can learn from these campaigns. Its not a shameless marketing approach which consumers have become numb to. They’ve been able to balance their marketing message with a complimentary experience for the consumer.
Reference : Click Here
NOTE : In case you aren't a huge JT fan, "Justified" is the name of Justin Timberlake's solo debut.
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