I worked on the Tampax brand integration into The N's Beyond the Break. The series focuses on a group of young women training to become professional surfers. The Tampax brand was tied organically into the series via brand mentions as well as well an original :30 short that aired during commercial time, following the life of a fictional character, Sage, who plays a minor role in the actual series.
After CoverGirl's successful integration into America's Next Top Model (ANTM) in cycle 3, they wanted to do more media innovation in cycle 4. Beside the typical product placements, CoverGirl wanted to create new models of commercial integrations between the brand and the show, blurring the lines.
Kicking off cycle 4 was the first ever My Life As a CoverGirl extended content running in commercial time. The goal was to bring continuity into the CoverGirl program on the show in a way that is natural. Also research has shown that viewers are interested to find out what happens to the winner after the show has ended.
When cycle 5 came, and with the explosion of online video, P&G wanted to do more innovation online besides the typical sponsored website. After much brainstorming, the concept of an online talk show came about - CoverGirl Talk Model. This online only gabfest aired on UPN.com the day after last night's episode. Also included within the half hour special is a segment, Naima Knows... featuring Naima, the winner from cycle 4, dishing out fashion and beauty tips with CoverGirl products.
The success of CoverGirl on ANTM is a demonstration on how a brand can be successfully built into an existing program where it made sense. What made this partnership exciting is the level of involvement the audience have the program.
Herbal Essences was relaunching their brand with new product lines and new packaging. With VMAs round the corner at the time of the relaunch, Herbal Essences partnered with MTV to create a character who will act as a brand ambassador for them into the glamourous world of the VMAs.
The reel showcases how the program was executed in the weeks leading up to the VMAs, and the post-events that followed. The Herbal Essences partnership was one multi-platform marketing campaign with on-air segments leading to online and back and forth.
In the reel you will see segments from the Parker spots on-air and how it leads to online. The reel also demonstarted how MTV brought authenticity to the character by having her appear in the VMAs event itself.