“That may actually begin to drive that model salience, model choice, and transfer you into the consideration set in a approach that you just in all probability wouldn’t be capable of do from simply normal promoting,” he stated
Kate McCagg, who leads Amazon’s Model Innovation Lab, stated the strongest model integrations come from a “shared DNA” between the consumer and the present.
“We will inform a narrative collectively that we each have a proper to inform, and it lands much more believably with folks once they see it,” she stated.
Contained in the Off Campus playbook
The panel’s marquee instance was Amazon’s integration of Liquid I.V. into Off Campus, a university hockey romance collection streaming solely on Amazon Prime Video.
Jenny Burke, director of worldwide video technique and go-to-market at Amazon Advertisements, defined that the seed was planted when Liquid I.V.’s crew linked with Amazon Advertisements finally yr’s Cannes Lions Pageant of Creativity.
The partnership led to a number of bespoke integrations all through the present. For instance, one of many lead characters is a university athlete who has an title, picture, likeness (NIL) cope with Liquid I.V.
“There’s signage within the hockey rink and merchandise as effectively, so there’s numerous integration that feels very natural to the storyline,” Burke stated.
