According to Adweek, Ogilvy & Mather’s branded entertainment group is supporting Kraft’s Tassimo hot beverage system with…wait for it…webisodes and a consumer-generated contest.
“Creating original, entertaining content gives Tassimo both cultural currency and permission for further conversations with consumers,” said Joseph Frydl, director of Ogilvy’s branded content and entertainment group. “Purely interruptive marketing simply cannot accomplish that.”
He said each episode has a “Tassimo moment,” a sort of wink to the camera acknowledging to the audience that the Webisodes are a marketing tool. “We’re not going to pretend this isn’t marketing, but we’re going to have some fun with it along the way, and that’s really the spirit of how we handled the integration.”
office humor? i see the office part, but am struggling to find the humor.
really, really un-funny integration = no cultural currency and no permission from anyone. expect permission from the client to fire o&m.
cocteau,
now that scenario would lead to some unintended office humor.
One more thing. This is actually the second Ogilvy video that demonstrates the agency is incapable of producing videos that don’t suck.
http://agencyspy.wordpress.com/2008/02/07/how-about-breakfast-in-bed/