Cool Front Moves In
Aug 1, 2006 12:00 PM, By Amy Johannes
PART 6) Coming to a TV Program Near You
Brand marketers are going beyond traditional 30-second spots to reach consumers, looking to build emotional ties with audiences.
Take Johnson & Johnson’s ongoing partnership with Turner Network Television to sponsor original films on the cable network. Under J&J’s Spotlight Presentation movie banner, the company gets on-air and off-air support from TNT, as well as brand association with movies that leave consumers reaching for the tissues.
“We look for stories that are insightful and meaningful,” says Linda Yaccarino, executive VP and general manager of Turner Entertainment ad sales and marketing. “The stories are born out of terrific writing, which ultimately deliver unique content to viewers.”
That emotional connection to movies is leading brands to re-evaluate where they want to place their messages, says media analyst Jack Myers.
“We’re in the early stages of a trend where marketers are looking to identify those television programs and networks that have the most relevant, emotional connection with their best target consumers,” Myers says.
TNT has produced seven titles under J&J’s Spotlight Presentation title since 2002. Interpublic’s Magna Global Entertainment division, New York, handles. This month, the network debuts its next original film under the J&J banner for The Ron Clark Story, a true story that stars Matthew Perry as an energetic young teacher who leaves his North Carolina home to teach in a New York City public school. Through his love for children and passion for teaching, Clark makes a difference in his students’ lives. The Ron Clark Story premieres Aug. 13 at 8 p.m. ET on TNT.
To support the movie, TNT is dropping 184,000 direct mail pieces to teachers in 20 markets asking them to watch the film. An essay contest simultaneously lets students write about how their favorite teacher has made an impact on their lives for a chance to win scholarship prizes. Teachers that are honored in the winning essays will win a getaway trip. The promotion runs through Oct. 31. Online materials, TV spots and print ads will support.
– AJ
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